How & Why Marketing PR Works
with Fletcher PR’s
Founder & CEO, Kelly Fletcher
Wednesday, September 10
11:30am to 1:00pm
Join us for lunch and discover how Fletcher PR has helped companies like Clayton Homes and Jewelry Television elevate media exposure and lift engagement levels.
Kelly Fletcher is a passionate, creative communications strategist, with dual degrees in public relations and fine arts performance in music. She has directed business development at an Omnicom agency and for RIVR Media, later moving to Jewelry Television as director of corporate communications.
About Fletcher PR
For the last seven years, Kelly has built Fletcher PR, a flourishing national marketing and public relations agency whose vision is changing the way businesses communicate with women. Working with regional, national and Fortune 500 companies, Kelly has 20 years in integrated communications, specializing in the art and science of how women process brand messaging, problem solve, make decisions and purchase. As both a sought-after speaker and a committed director of nonprofit boards—from food banks to breast cancer awareness—Kelly is a thought leader and an activist, raising the level of conversation and resonating with the multitasking, complex life of American women. Learn more about FLetcher PR at www.kellyfletcherpr.com.
Here are some thoughts to consider long before that Thanksgiving meal settles. Thanks to KAMA member Kathleen Atkins for contributing this guest post:
Last year, I documented the day after Thanksgiving shopping madness I have annually participated in and has been dubbed by retailers and consumers as the biggest shopping day of the year — Black Friday. The article was based on a tweet from @LauraLPotts: “Black Friday is like zombie apocalypse: you’re either one of them, or you’re locked inside praying that loved ones don’t get trampled.”
This evening, as I’m scouring the Internet doing my research, I’m prepping and flipping through Black Friday ads that have been pre-released, scanned, and posted on various web sites. I’m beginning to formulate my plan of attack.
But this year is different.
Nearly all of the stores are now opening at midnight or earlier. Gone are the days of 5 a.m. store openings I was accustomed to in the “early days.” Black Friday has evolved into Black Thursday, a round-the-clock, nationwide, sleep-deprived shopping massacre.
Black Thursday is the new Black Friday.
I will be among the thousands lined up on a sidewalk or in a parking lot with red blood-colored cranberry sauce stains on my shirt, and everyone will be facing the store’s front door just waiting for the doors to open. Traffic will be at a standstill in Turkey Creek and West Town Mall, and the struggle to obtain the best deals has never been so perilous.
The zombie shopping fever has spread, and I’m afraid it’s hit a pandemic level. I can’t help but wonder, what would Rick from The Walking Dead do?
Zombies in The Walking Dead are quite similar to Black Thursday shoppers:
- They devour any living thing (deal) they can catch.
- They never sleep.
- They are more dangerous in large numbers.
- Loud noises attract large herds of them.
- They stand still or shuffle around rather slowly. However when in pursuit, they move much more quickly.
- They may turn what would normally be a harmless household item into a weapon.
As I prepare to head out into the darkness the evening of Black Thursday, I will be double-knotting my tennis shoes and keeping in mind that the swiftest shoppers can be far more dangerous than the walkers roaming the earth.
After more than 100 years of canning goods and more than 20 years as a national brand, Bush Brothers & Co. has perfected its secret family recipe—in food products and marketing strategy. Scott Daniel, marketing director at Bush Brothers & Co., shared his company’s philosophy on giving customers what they want and doing it successfully at the April KAMA luncheon.
Add two cups of consumer research …
The “secret family recipe” that Bush Brothers & Co. uses as its marketing strategy starts with the consumer. The company’s immediate approach is to find something people want and find a way to make it in a great tasting and affordable way. How does Bush Brothers do that? Through millions of dollars spent on research each year. However, Daniel noted, “You do not need to have a million dollar budget to learn about your consumer.” He explained by mentioning several low budget ways to research a target audience including social media, surveys, ethnographies or even just talking to them—all methods marketers have at their fingertips.
Three tablespoons of open-mindedness …
“Avoid the marketer’s bias by looking outside your own lens when developing products,” said Daniel. Taking advantage of opportunities for engagement with your customers can prevent personal bias from affecting your marketing activities. Instead of doing what just works, do what your consumer wants. An example Daniel used was that if you talk to someone about baby food who doesn’t have kids, he or she is going to have a different opinion about how to reach the audience from what actually may be the correct way. We are all doing something in our business today that reflects our own personal ideas, and Daniel recommends we take a step back, look at research and visualize how the consumer wants to see a message.
A dash of promotion …
Most marketers struggle with promotion versus marketing. Daniel set a parameter that Bush Brothers follows and that the KAMA audience should follow, too. He said, “Promotion should be an element of your marketing plan, not how you go to market.” Since a promotion strategy just gets engagement, lift up a product or service that reflects your target’s needs and wants.
And sprinkle in fulfilling relationships.
Finally, make your customers proud of your relationship with them. If your brand delivers a fulfilling experience for your target audience, they will purchase your product no matter the price. An example given by Daniel was that, more often than not, Folgers will beat Starbucks in a blind taste test setting. However, when picking a brand, consumers will most often choose Starbucks because of the relationship the brand has formed.
Mix and serve immediately.
When cultivated, these elements can result in a marketing strategy that will really stand out. KAMA luncheon attendees all learned valuable lessons from Daniel this month, and we didn’t even need Duke, the iconic Bush Beans dog, there to spill the beans.
Click here to download Evan’s presentation (2MB PDF).
Mobile technology. It’s one of the most accessible and fastest growing communication tools of our time—as many as 24 percent of people even go so far as to describe their iPhone as an extension of their brain or body. The current push many marketing strategies are making into the mobile world has made this topic highly relevant to members of the Knoxville American Marketing Association. That’s why taking advantage of these trends and statistics was the focus of KAMA’s November luncheon speaker Evan Carroll of Capstrat.
Because “we carry this medium in our pockets at all time,” Carroll covered many aspects of how to reach people through mobile technology including smart phones, tablets, apps, QR codes and more. He also talked about the way to incorporate mobile technology into traditional marketing and advertising strategies on TV, radio and in print. Some of Carroll’s main points for us to take away are as follows:
“Forty percent of tablet and smartphone owners use them while watching TV.” Carroll used this Nielson statistic to explain how important it is for brands to reach out to mobile users through TV by directing them to their mobile apps or mobile websites. Since almost half of mobile users are interacting with technology while watching TV, this is one of the easiest ways to reach a large audience through mobile. iPhone and Android apps are also becoming highly valued as mobile continues to grow, however Carroll reminded us to keep in mind that apps are not right for everyone.
“We can use mobile as a response to radio.” After playing a brief sound clip of a radio advertisement that asks users to text the company instead of call it, Carroll explained that through mobile technology, we can make it easier and more comfortable for our target audiences to engage with the brand. People have become more hesitant to call a “stranger” these days, so texting is a much more comfortable form of interacting with an unfamiliar person.
“Print is becoming an interactive experience.” Tablets are changing the way people consume content, and are making print a more interactive experience. The iPad and Kindle, as Carroll used for examples, offer huge opportunities for advertising that will be seen by people in their daily routine.
All this information doesn’t even cover one of the last stats that Carroll left us with—the fact that more than 72 million people access social media from their mobile devices, which are a key component powering social media.
Carroll summed up his stance on mobile with one statement: “Companies that are not thinking about mobile are jeopardizing their future.” Maybe now’s the time for your marketing practices to become more mobile.
It’s 2011. We’re three years into this economic slowdown and now the Fed is telling us to bunker down until mid-2013. With deficit ceilings being raised, US credit being downgraded, and the Dow Jones Average convulsing on a daily basis, we have to admit our business environment is challenging to say the least. Heck, its downright hard to get a new customer these days. What marketing has any measurable effectiveness anymore? It seems like we keep doing more of it with less resources and fewer returns.
At the Knoxville American Marketing Association, we’re not doing business as usual and neither are you. We’ve been working hard to keep our costs level while cutting other costs and not raising the prices of our luncheons or special events. With that in mind, we will be featuring a wide range of speakers this year and challenging them to answer the following questions and more:
- How has your business or marketing department changed over the past few years to adapt to new economic times?
- What kinds of marketing used to work in the past but doesn’t work now?
- What is working now? How did you figure it out? What mistakes did you make?
- From your vantage point, what does the future look like in the next 3 to 5 years and beyond?
What topics are you interested in and what questions do you want to ask? Please let us know by leaving your comments below.