marketing essentials presentation by thomas murrell mba csp conference speaker

© 8M Media & Communications 2011 www.8mmedia.com 1

Marketing Essentials

Presented By

Thomas Murrell MBA, CSP

“International Business Speaker”


1. Media 1. Media StrategyStrategy1. Media 1. Media StrategyStrategy

4. Media 4. Media ReleasesReleases4. Media 4. Media ReleasesReleases

6. Media 6. Media MonitoringMonitoring6. Media 6. Media

MonitoringMonitoring

26 years of media experience – ABC, SBS, Bloomberg26 years of media experience – ABC, SBS, Bloomberg26 years of media experience – ABC, SBS, Bloomberg26 years of media experience – ABC, SBS, Bloomberg

3. Media 3. Media TargetsTargets3. Media 3. Media TargetsTargets

7. Media 7. Media LeverageLeverage

Visibility + Credibility = Profitability

3. Media Relations

2. Media 2. Media MessagesMessages2. Media 2. Media

MessagesMessages

5. Media 5. Media LiaisonLiaison

5. Media 5. Media LiaisonLiaison


Paul Murray


Objectives

• Discover how the media works?• Understand the characteristics of

different media.• Learn how to formulate your media

releases.• Define your target audience.• Discover 8M’s 12-step guide to

media releases.


What is news?

• Something new.

• Often conflict.

• Usually negative rather than positive.

• Is about people, places and events.


Media Releases

• Key points

• Short sentences and paragraphs

• Minimum waffle, maximum everyday language

• Positive phrases and active words and phrases

• Keep it to one page – two at most


Style

• Clear writing = clear thinking

• Use short words instead of long

• Prefer a familiar word to the fancy

• Be specific, don’t waffle

• Use the active instead of the passive


Useful Hints

• Aim for clear direct transmission of message

• Type it and use letterhead

• Clearly title “News Release” or “Media Release”

• Date the release and indicate if there is more than one page


10 Success Tips

1. Clearly title it a 'News Release'

or 'Media Release'.

2. Date the release.

3. Use letterhead.

4. Always type it.

5. Keep to one page.


10 Success Tips

6. Use a title to grab the attention of the journalist.

7. Put the most important information first.

8. Use quotable quotes from the spokesperson.

9. Use active words instead of passive.

10.Always include a contact number .

How Does The Internet Differ From Traditional Marketing Media?

Brand Awareness

Consumer Response

Emotional Rational

Long Term Objectives• Create Brand Awareness• Richness of Information

Short Term Objectives• Precipitating Action• Involving audience

TV

Outdoor / Billboards

Point of Purchase

TelemarketingPersonal Presentations Seminars & Workshops

Direct Mail Press

Newsletters Trade Journals Magazines

WEBSITE

12


Nine Persuasive Reasons To Improve Your Web

Writing Skills.

1. Uptake

2. Adoption

3. Usage

4. Change

5. News & Information


Nine Persuasive Reasons To Improve Your Web

Writing Skills.

6. Popularity

7. Growth

8. Hunger, Desire and Lust

9. Permission – May I have it?


E-Myths

1. Give you more time

2. Make your job easier

3. Deliver a paperless Office


E-Myths

4. Improve the quality of your communication

5. Make you more reliable

6. Improve your writing skills

7. Improve your business relationships


E-Myths

“I don’t understand the technology…

But you don’t have to…

You have to understand what it can do for you”

K. Rupert Murdoch,

Chairman & Chief Executive, News Corporation


Why Good Web Writing

Skills are Important! To:

• C ommunicate Ideas

• L eave a Lasting Record

• E nhance Details

• A rticulate logically

• R einforce Your Message


Nine Power Strategies to Maximise Your

Writing Skills for the Web

• Use short words

• Prefer a familiar word to the fancy

• Use the active instead of passive

• If it is possible to cut a word, always cut it out


Nine Power Strategies to Maximise Your

Writing Skills for the Web

• Use catchy titles and headings – avoid generics

• Be Specific, don’t waffle

• Use the ‘three clicks rule’

• Index as much as possible

• Add personality

• Re-read twice, then leave


Polishing Your Work

“A diamond looks more beautiful when cut.”

Anon


Eight Ways to Write Web Articles

1. Write for Scanners

2. Write Short

3. Write Friendly

4. Bite Size Chunks of Information


Eight Ways to Write Web Articles

5. Single Concepts

6. Cover 3 H’s

7. Append with links

8. Newsy & Relevant


Five Common Mistakes

1. Using Fillers

2. Not Using Links

3. Running Unrelated Ads or Advertorial

4. Content not relevant

5. Not Respecting my Time = too long


Web Writing Must Dos

Use inverted pyramid style

Write good headings & sub-headings

Accuracy

Plan – Evaluate – Review

Vary sentence length


Web Writing Don’ts

Use all capitals anywhere

Use italics – hard to read on screen

Use jargon

Use underlining – confusing with links

Use more than 6 bullet points or inconsistent formatting


10 Essential Tips for Writing for the Web

1. The People Factor – Avoid relying on technology

2. Have a plan and set some goals and strategies

3. Aim for clear direct transmission of the message

4. Keep it brief & to the point (300 – 1,000 words)


10 Essential Tips for Writing for the Web

5. Use relevant information of interest to your target

6. Check for accuracy

7. Make it ‘Chunky’

8. Keep to one idea per para

9. Add value

10. Evaluate and review on a regular basis

marketing essentials presentation by thomas murrell mba csp conference speaker

Business

links use

web use short words

media monitoring

media works

media relations

media strategy

media targets

media messages