1 / 21

Marketing, Advertising and Public Relations

Marketing, Advertising and Public Relations. Getting the most Bang for Your Buck!. Marketing, Advertising, & PR. What are the differences? How do I incorporate these functions into my company planning?. Marketing. Concerned with building and maintaining markets for water-source heat pumps

nathan
Download Presentation

Marketing, Advertising and Public Relations

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing, Advertising and Public Relations Getting the most Bang for Your Buck!

  2. Marketing, Advertising, & PR What are the differences? How do I incorporate these functions into my company planning?

  3. Marketing Concerned with building and maintaining markets for water-source heat pumps in your region. Product, Price, Place, & Promotion

  4. Public Relations & Advertising supports Marketing Paves the way for sales calls Generates sales leads Provides third-party endorsements PR stretches your advertising & promo $$$

  5. Advertising Time or space that you purchase in targeted mediums. COST $$$$ CONTROL CALL TO ACTION RELATIONSHIP BASED ON BUDGET

  6. Public Relations Time or Space in various mediums that cost you nothing. FREE!! LIMITED CONTROL NEWS or STORY BASED RELATIONSHIP BASED ON ACCURACY

  7. MEDIUMS: PRINTINTERNET RADIOTELEVISION

  8. Who Are Your Target Audiences? Design Firms Mechanical Engineers Architects Governing Agencies Related Organizations

  9. Match the Medium to Your Audience Budget Timeline Message/presentation ClimateMaster support literature

  10. Budgets • % of annual operating budget • Negotiate for better advertising rates • Track your rate of return • Coop advertising with other Rep firms

  11. Timeline Events Conferences of target audiences Project ground breakings Publication themes Dates for supplies

  12. EXAMPLE:2006 Marketing Calendar • April 2 Order literature for Ashrae meeting • May 2 Ashrae meeting • May 3 Send graphics for ad to ? Magazine • May 15 Photograph Millennium Project • May 17 Send article & photo to local paper • June 2 Order display for Sept. Tradeshow • July 15 Send postcards out to print

  13. Message/ Tagline • The Smart Solution for Energy Efficiency • Join the Next Energy Wave • This Bud’s for You! • Get’s You Back Where You Belong

  14. ClimateMaster Literature

  15. ClimateMaster Literature

  16. ENGINEERS/DESIGN FIRMS

  17. Advertising/Direct Mail • Coordinate your message with the ClimateMaster message • ClimateMaster offers graphic support through photos, illustrations… • Check with local university for student support: Interns

  18. Newsletters: Yours/Theirs • Develop your own communication vehicle for informing, educating, and promoting. • Write 3 – 6 technical articles with regional project examples for submission to other organization’s newsletters.

  19. EXAMPLE Dear (AIA representative) I have attached an article for submission to the AIA newsletter. The topic covers basic information on water-source heat pumps and the flexibility they offer on the HVAC side of commercial design. I think your membership will find this information helpful for future projects. Please give me a call if you have any questions.

  20. Public Speaking • Host Lunch and Learns • Guest speaker at organizational meetings • ClimateMaster literature support

  21. QUESTIONS?

More Related