Building Your Marketing and PR Plan

Consumer is King

• Before you can focus on how great your product is, you need to focus on your audience.
• Starbucks is great at doing this.

Update Your Goals

• Unless these goals are going to bring your organization revenue or new members/customers, it's no good for you.
• So you need to focus on the big picture, not the little things like traffic or mentions.
• Then you need to learn about your buyers.

Buyer Persona Profiles

• Segment your audience into smaller, more specific subgroups.
• Political campaigns use this method.
• Find out exactly what this persona consists of. You could even give it a name

Example of Successful Persona Building

• Arcelik is the parent company of Beko, a globally successful brand that produces home appliances.
• By building a persona for their Chinese audience, they overcame a difficult challenge.

Think Like Your Buyer

• What words and phrases do your buyers use?
• How do you want your buyers to view your company?

Creating Content

• Create content for each persona and plan it out, including what medium you plan on using.
• Your website can be geared towards all personas, but the content can be more specific towards one group.
• Don't think of content as a marketing expense. This can bring buyers to your site for free.

Measuring Success

• How many people participate?
• How often do bloggers talk about your brand and what are they saying?
• How are your sales looking?
• Make sure you're paying attention to the free marketing you're getting.

Measuring Success

• How many people participate?
• How often do bloggers talk about your brand and what are they saying?
• How are your sales looking?
• Make sure you're paying attention to the free marketing you're getting.

The 2008 Campaign of Barack Obama

• Focused on getting information online, since that is where most people researched the candidates.
• They used personas.
• Paid attention to "citizen journalists."
• Made sure to be clear as to how he would help the country.
• He didn't focus on his opponents.
• His audience could relate to him.