Marketing and PR

The New Face of Marketing

Author: Susan Sommers

Over the past year, I have been writing a monthly column on Canadian media, Media Interface, for PR Canada’s newsletter. During that time, I have provided readers with the tools they need to research, create, and evaluate a long-term media relations program.

I believe that Marketing PR is one of the most exciting trends to emerge in the marketing field in the past 10 years.

Marketing PR combines the best marketing/sales elements of a marketing program (market research, defining and prioritizing markets, targeting key markets, pitching key messages, and evaluation) with the best educational/informational aspects of a public relations program.

Marketing PR offers a variety of cost-effective tools that can easily be implemented into a long-term strategy. These include information sessions, testimonial brochures, print and e-mail newsletters, Internet sites, on-line Media Rooms, media-friendly events, speaking engagements, networking events, trade and consumer shows, sponsorship opportunities, and media campaigns.

Why has Marketing PR moved to the forefront of the marketing mix? First, today’s consumers want to work with organizations that provide education and information, take a stand on environmental and industry issues, get involved in local and national issues, show caring and concern, and contribute to their community. All of these goals can be attained and communicated through a successful Marketing PR program.

In the past, many organizations have invested all of their marketing dollars in advertising, direct mail, and telemarketing. Today, organizations of all sizes realize that advertising alone will not necessarily provide the credibility, reputation, and relationships they want to develop with current and potential markets, media, and the local community. In fact, studies show that potential clients need to hear from you 5 to 7 times before they take action – another good reason to combine a variety of tools into a Marketing PR program.

Where to Start

In this column I will examine the first steps in organizing a Marketing PR program for your organization: setting goals; defining, understanding, and prioritizing your markets; and conducting market research.

Step #1:  Set Goals – What Do You Want To Achieve?

Here are 15 good reasons to develop a Marketing PR program (and 15 ways to measure and evaluate your program against your goals at the end of the year).

1. To increase sales and profits for your organization.
2. To generate financial support for your organization.
3. To raise funds for your organization.
4. To attract new employees, clients, investors, members, donors, shareholders, sponsors and volunteers.
5. To build credibility and awareness for your organization.
6. To educate the public on how to choose, buy, and use your products and services.
7. To motivate people to take action: attend an event, buy a product, register for a seminar, or visit your website.
8. To position your spokesperson (and organization) as the expert in your industry (to be the one the media call when they want a quote).
9. To launch or test-market a new idea or product.
10. To diversify your organization.
11. To build a new, favourable image.
12. To dispel misconceptions and overcome resistance.
13. To generate goodwill, prestige, trust, and approval from key markets.
14. To help to insulate your organization during a crisis.
15. To support other aspects of the marketing program, such as advertising and sales promotion.

Ultimately, your objective will be to communicate your organization’s key messages to your target audiences. To ensure that your communication is effective, you’ll need to start by defining your key audiences – both in terms of who they are, what they want, and what they will buy.

Step #2: Define Your Target Markets

Your organization communicates with a variety of internal and external audiences on an on-going basis. Defining which are the most important is essential when creating a Marketing PR program that will most efficiently communicate your messages to them.

Keep in mind, too, that you may have different target audiences during different phases of your Marketing PR campaign. For example, during Phase 1, your target audiences could include employees, current and past clients, companies or organizations within your industry, and trade media. Phase 2 could involve potential clients, the local community, and local media. Phase 3 could expand into national and international companies and media.

Finding Your Audiences

Who are your key audiences? Consider the following groups and define which are the most important markets for your organization at this time:

• Employees/staff
• Current customers
• Past clients
• Potential clients
• Suppliers
• Colleagues
• Competitors
• Shareholders or members       
• Donors
• Referral partners
• Board of Directors
• Influencers
• Associations
• Government agencies (federal, provincial or municipal)
• Sponsors
• Retailers
• Visitors/tourists
• Educators or students
• Multicultural programs
• Special interest groups
• Media
• Volunteers
• The local community
• National and International markets

Once your key audiences have been identified, the next phase of your research focuses on understanding each audience – who they are (for example, age, income, occupation, family life cycle and other relevant demographic information), where they are (geographic location), and what their attitudes are towards your company, organization, and industry. David Foot’s best-selling book, Boom, Bust, and Echo, is an excellent resource for understanding people at different ages and stages of life and finding out about their values, goals, and interests.

Step #3: Conduct Research: Where Are You Now?

Once you have defined your key audiences, it is important to understand their attitudes towards your organization.

There are two types of market research – Primary and Secondary.

Primary Research

Primary research refers to information collected specifically for your organization; It is direct marketing that you conduct for your business. Primary research draws upon a variety of tools, including one-on-one interviews, questionnaires, focus groups, comment cards, and telemarketing. Use a variety of tools for your primary research:

One-on-one interviews. This is the best way to obtain information directly related to your organization. Ask potential clients what they know about your products and services, what they like, how much they would pay for your products and services, and where (and how often) they would buy them.    

Surveys and written questionnaires. These often involve personal interviews with prepared questions. Limit your survey to 4 or 5 key questions, for best results.

Comment cards. Provide a comment card for your clients at the end of each project. Then, improvements and changes can be made based on the responses and suggestions received. They offer general information, which may lead to more formalized studies.
 
Focus groups. Groups of eight to ten people who are invited to attend a facilitated session to assess your organization’s strengths and weaknesses, uncover problems and misconceptions, and discuss products and services. Focus groups can include current clients, potential and past customers, and volunteers.

Secondary Research

Secondary research involves information obtained through outside sources, such as the Internet, Statistics Canada, industry magazines, and business books. Secondary research will provide you with information on trends, problems, and issues in your industry. It does not necessarily relate directly to your own organization.

The best market research results are obtained through a combination of primary and secondary research tools. In fact, the results of your marketing research should lead directly into your marketing strategy and plan.

During the research phase of your Marketing PR program, you need to:

• Review all of the information you currently have, including all advertising and recent editorial coverage, brochures and flyers, Internet site copy, annual reports, company policies, mission statement, testimonials and letters of complaint.


• Analyze your organization’s current status, practices and policies, goals and objectives, problems and issues, achievements and awards, and communication patterns.

• Examine your competitors' marketing programs, including visual image, brochures, newsletters, annual reports, advertising, editorial coverage, Internet websites, and show booths.

• Find out about associations and organizations within your Industry. Attend their meetings, read their newsletters, obtain copies of industry reports, and network with other association members. This is also an excellent way to build strategic alliances with companies or organizations that provide services and products that complement your own.

• Review websites from other organizations in your industry or field from all over the world. Pay attention to the language they use and the descriptions they use for their products and services.

Conducting research before you launch a Marketing PR campaign will help you to understand your audiences and develop the key messages to be used in your campaign. These tools are also useful for conducting annual assessments of your company’s reputation or changes to that reputation resulting from a campaign.
          
Next time: how to create a long-term Marketing PR strategy for your organization.

Published: March 24, 2006

Susan Sommers is one of Canada's leading marketing and media relations consultants, trainers, and speakers. She is the author of two new books on Canadian media: Building Media Relationships (Irwin Publishing) and media wise (United Way of York Region). For the past 25 years, she has organized marketing and media relations campaigns, events, and promotions through her firm, susan sommers + associates. Susan also designs and delvers workshops, training programs, and keynotes in marketing and media relations across Canada. For more information, visit her website at www.susansommers.ca, call Susan at (905) 889-6029 or e-mail her at susan@susansommers.ca

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