INTRODUCTIONS
 YOUR NAME?
 YOUR VOICE PART?
 THE CHAPTER YOU REPRESENT?
 # OF YEAR’S IN THE SOCIETY?
MARKETING, PROMOTION,
PUBLIC RELATIONS & PUBLICITY
• IF THE CIRCUS IS COMING TO TOWN AND YOU PAINT A SIGN SAYING,
"CIRCUS IS COMING TO FAIRGROUNDS SUNDAY," THAT'S ADVERTISING.
• IF YOU PUT THE SIGN ON THE BACK OF AN ELEPHANT AND WALK HIM
THROUGH TOWN, THAT'S A PROMOTION.
• IF THE ELEPHANT WALKS THROUGH THE MAYOR'S FLOWER BED, THAT'S
PUBLICITY.
• IF YOU CAN GET THE MAYOR TO LAUGH ABOUT IT, THAT'S PUBLIC
RELATIONS.
• IF YOU PLANNED THE WHOLE THING, THAT'S MARKETING! --AUTHOR
UNKNOWN
Branding Demystified
What are Brands?
Brands are promises,
Promises people believe in
Brand Identity is?
The mark that visually represent your brand
Branding is
the process of building a positive collection of perceptions in your customer’s
mind or the community’s mind.
Branding Position is
Where your brand resides in the market.
What you stand for.
What do you stand for?
What is your purpose?
Brand Management is
controlling the presentation of your
brand identity and brand message across
your entire organization and through all
media and communication outlets.
Brand Equity is
The value of your brand as an asset, based on its qualities,
reputation, and recognition as well as the commitment and demand
it generates. A valuable brand results in customer relationships
that secure future earnings by developing brand passion and
loyalty.
Putting Your Brand into Words
The process of finding a place to build your brand both in the marketplace and your
customers’ minds is called positioning. We begin with a look at our mission and vision
statements (and help you write them if you don’t already have them)
From there we determine the brand promise and then craft our brand identity statement
and core brand message.
Your brand is a reflection of what you stand for, so it has to align perfectly with the
values and purpose of your organization.
If you’re unclear about what our business is, why it exists, who it serves and what it
promises. Then discussing our mission and vision statement will be very productive.
Putting Your Brand into Words
Let’s discuss each of these three essential statements:
1) Your vision statement, which defines your long term aspirations. It
explains why you’re doing what you’re doing and the ultimate good you
want to achieve through your success. Thin of your vision as the picture
of where you ultimately want you work to lead you.
2) Your mission statement, which defines our purpose and the effect you
intend to have on the world around you. It states what you do for others
and the approach you follow in order to achieve the aspirations you’ve
set for your organization. Think of your mission as the route you’ll follow
to achieve your vision.
3) Your business promise, which summarizes the positive difference you
deliver to all who deal with your organization. Internally, your business
promise guides the development of all elements of your brand.
Externally, your business promise is sometimes translated into and
presented as a motto or tagline.
Vision:
“To be an ever growing fraternal singing organization
that is ageless, colorless and dedicated to the
average singer having fun creating and preserving
extraordinary music in the barbershop style. A
Brotherhood known in their community for making a
difference singing.
Mission: Making A Difference
Singing Barbershop Music
1. “Promote fellowship and friendship among men of
good character”
2. “Perpetuate, celebrate and preserve harmony in the
barbershop style”
3. “Provides the opportunity to experience the joy of 4part Barbershop singing”.
4. “Sustains music in the lives of people in our
community”
5. “Service to others through our Music”
Tagline:
“Average singers;
Making A Difference
Singing Barbershop”
Prioritizing your Brand’s
to do list:
 Build awareness
 Create an emotional connection
Convey distinguishing attributes
 Achieve buyer preference
We need to
accomplish all 4 with our
brand! And we have a
program that can
accomplish all 4 to do’s!
Designing Your Marketing Program
Start with the 5 P’s
Designing Your Marketing Program
Start with the 5 P’s
1. Product: is what you sell. When you think about changing your product think about how
you improve the quality.
2. Price: is not only the list price you sell your services for but it also includes any
discounts or free samples.
3. Placement: is where you present your product to the consumers/customers.
4. Promotion: is all the sales activity, advertising, publicity, special events, displays, signs,
web pages and other communication designed to inform and persuade people about
your product.
5. People: Are responsible for many aspects of your product or service quality. The
personal connection between your people and your customers and clients may do the
most for referral marketing.
5 Minute Marketing Plan
On your mark, get set, Go!
1. First Minute: Product: What can you do right now to improve the quality of your product
or services in the eyes of your customers?
2. Second Minute: Price: What offers can you provide to encourage new customers to try
your product or current customers to be more loyal?
3. Third Minute: Placement: What new approach can you try to reach different customers?
4. Fourth Minute: Promotion: What new ways of communicating with customers can you try
right away?
5. Fifth Minute: People: What can you do to make your customers feel more enthusiastic
and thankful about your group?
Sample Marketing
Plan Design
1. Situation Analysis
•
Market profile
2. Market Environment
•
Changes in customer attitude
•
•
Problems
Opportunity
3. Problems and Opportunities
4. Marketing Objectives
•
•
Sales
Marketing Profile
5. Marketing Strategy
6. Marketing Programs
7. Product Assumptions
Marketing Tools – Social Media+
1. Website
2. Email Marketing
3. Facebook Advertising
4. Cause Marketing
5. Twitter Marketing
6. YouTube
7. Linkedin
8. Content Marketing
9. Advertising
10.Public Relations
Attract People
Engage People
Connect People
Are you in the Social Media World or just standing on the sidelines waiting?
Social Media has changed the world. Let’s clarify that statement,
Social Media has changed YOUR world!
Whether it’s Facebooking , LinkedIning, tweeting, or YouTubing, social
media has changed our way of communicating one on one or one to the
world.
Social Media is a suite of online services that facilitate two way
communication and content sharing. These services can improve your
organizations visibility with the world.
Here are some different types of Social Media channels:
Blogs: Websites designed to let you easily update or change content and
allow readers to post their opinions or reactions.
Social Networking Services: Facebook, My Space, LinkedIN, Plaxo and Twitter.
Social Media Sharing: Video – YouTube, Photos: Flickr, Audio – Podcast Alley
DOES MY CHAPTER NEED A WEB SITE?
(YES… BUT WHAT KIND?)
• PUBLIC FACING
• CONTACT US… FIND US… HIRE US… LEARN MORE
• GENERAL IMAGE AND RECRUITING
• PUBLICITY AND TICKET ORDERS
• INTERNAL FACING
• INTERNAL COMMUNICATION, ADMINISTRATION, CHAPTER
MANAGEMENT FUNCTIONS
FIVE THINGS A PUBLIC-FACING WEB SITE MUST HAVE. . .
1.
FACES!
WHAT’S A GOOD PICTURE?
ACTION (CANDID) VS. STAGED/POSED
2.
VALUE PROPOSITION: WHY YOU SHOULD SEE US, HEAR US, SING WITH US
3.
COME SEE US
4.
CONTACT INFO
5.
MAP TO MEETING: CREATE OWN OR USE MAPQUEST OR OTHERS
HOSTING YOUR WEB SITE
THE PROBLEM WITH FREE HOSTS:
• THEY CAN GO AWAY WITHOUT NOTICE
• LONG, INCOMPREHENSIBLE WEB ADDRESSES
PURCHASE YOUR DOMAIN:
• AS LITTLE AS $35/YR. TO OWN YOUR NAME: WWW.CHORUSNAME.ORG BEATS LONG NAME ON
AOL, GEOCITIES, OR COMPANY SERVER
• PORTABLE: CHANGE SERVERS, CAPABILITIES, ETC. ON YOUR TERMS
• PURCHASE SPACE: GODADDY.COM, IHOST.BIZ, HOSTSAVE.COM ETC. ~ $75/YR.
BUILDING YOUR WEB SITE
RESOURCES TO CONSIDER:
• FIND A DAUGHTER, GRANDSON, ETC.
• LOCAL COMMUNITY COLLEGE, STUDENT, ETC.
NEEDING A PORTFOLIO / CLASS PROJECT
• EMPHASIS ON EASE OF MAINTENANCE – YOU SHOULD
BE ABLE TO UPDATE IT PAINLESSLY, WITH LITTLE
RELIANCE ON OTHER TECHNICIANS
DRIVING TRAFFIC TO YOUR WEB SITE
YOU NEED TO GIVE GOOD DIRECTIONS
• SPOTLIGHT YOUR SEARCH TERM ON THE PAGE
 THINK ABOUT WHAT PEOPLE ARE GOING TO TYPE IN TO FIND YOU. MAKE SURE YOUR KEYWORDS INCLUDE
BARBERSHOP+ HARMONY+ CHAPTER+ YOUR CITY/TOWN + CHAPTER/ CHORUS NAME
• FILL IN YOUR “TAGS”
WHEN CREATING WEBSITES, INTERNET CODING LANGUAGE INCLUDES TWO KEY TAG: TITLE & DESCRIPTION.
THERE’S ALSO A THIRD TAG TO ADD KEYWORDS OR SEARCH TERMS.
• GET OTHER SITES TO “LINK” BACK TO YOU
 GOOGLE SAYS IT LOOKS AT 100 PIECES OF DATA TO DETERMINE A SITE’S RANKING. BUT LINKS ARE WHERE IT’S
AT, IF OTHER AUTHORITATIVE SITES LINK BACK TO YOU, YOU MUST BE GOOD.
• CREATE A BLOG AND POST OFTEN
• REGISTER FOR FREE TOOLS
Driving Traffic to your web site
YOU NEED TO GIVE GOOD DIRECTIONS
• CREATE A BLOG AND POST OFTEN
 BLOGGING IS A GREAT WAY TO ADD LINKS AND START A CONVERSATION WITH CUSTOMERS AND
FRIENDS. IT WILL ONLY COST YOU TIME: GOOGLE’S BLOGGER, WORDPRESS AND OTHERS ARE FREE
TOOLS. WITH A BLOG YOU CAN LINK BACK TO YOUR SITE AND OFFER LINKS TO OTHERS AND IS A
GREAT WAY TO START BUILDING CONTENT.
• REGISTER FOR FREE TOOLS
GOOGLE’S GOOGLE.COM/WEBMASTER OFFERS FREEBIES TO HELP GET YOUR WEBSITE FOUND.
YOU
CAN UPLOAD A TEXT-BASED SITE MAP, WHICH SHOWS GOOGLE THE PAGES OF YOUR WEBSITE. OFTEN
THE FIRST TEN NON-ADVERTISING SEARCH RESULTS ARE FROM SITES THAT USE GOOGLE MAPS.
Email Marketing
Use email marketing as targeted follow-up is one of the best
ways to maximize your overall return on marketing dollars. In
other words improving your marketing efficiency.
On Facebook, you have found old friends, schoolmates and co-
workers and they have found you. In the same way you can find
customers and prospective customers and they can find you.
Formula for a successful Business Page
 Gather the e-mail addresses of all your members, customers, prospective members/customers
 Gather valuable content that you think your members and potential members/customers would
perceive as usable, profitable or entertaining
 Design your business page graphically and strategically
Use a welcome video that describes the page and encourages people to “LIKE” you
Your Facebook page is a door that must swing both ways
People attracted in from value and people that can immediately click to find out more about you
Cause Marketing is a partnership between a nonprofit and a for-profit or between
two non-profits for the benefit of Good.
Cause Marketing isn’t about just fundraising, it’s about creating awareness,
energizing members and the public.
Cause marketing usually allows for positive Public Relations!
Marketing
Twitter is a social network that allows you to post messages of 140
characters at a time. (Called Tweeting)
Imagine texting to over 100,000 people all at once? Or having
people follow the exploits of your group.
Provides the biggest opportunity for you to promote your name and brand.
Anyone in the world can find you and your information and it’s FREE!
 Create your OWN YouTube channel
 Create a library of customer testimonials, tips, and ideas about
your product that appear in no brochure.
 Record business philosophies that you have and want to share
with others.
 Record your best idea of the week
 Record your favorite member of the week
 Record your favorite restaurant of the week
1. Complete your profile
2. Update and engage frequently with your connections - comment on or contribute to
conversations
3. Recommend others - Don’t just ask for recommendations give them to others as this will
strengthen your relationships.
4. Solve Other People’s problems – Use the LinkedIn answers section. It provides an opportunity
for you to showcase your expertise and solve others problems.
5. Join and participate in groups – Get in on conversations that are happening everyday. If
people appreciate your comments they may connect with you.
6. Start your own Group – Don’t just join groups , start your own group with a topic of interest you
have (singing? Barbershop Harmony?) This allows you to connect with others that also have
this same interest.
7. Search Companies and harvest new leads – This works for making sales call connections
8. Respond to Everyone who communicates with you
9. Set up the SlideShare application and add value- add some visual appeal to your profile. Put it in
PowerPoint, upload it to SlideShare (for Free), and put it on your LinkedIn profile.
10.Change your status regularly- You’ll be surprised by how many people will respond to your status, much
like they do on Facebook.
11.Put a video on your profile– Putting a video on your LinkedIn profile is easy with Google Presentation
application.
12.Promote your Blog– If you have a Blog you can add your Blog feed on your LinkedIn profile.
13.Add a Profile– With the Behance application you can showcase your creative performances and
additional videos. It supports unlimited media content.
14.Integrate Twitter– Integrate your Tweets application into your profile
15. Leverage LinkedIn’s Search Power and Be Found – LinkedIn is a search engine and has respectable
authority on Google. Google your name, and if you have a LinkedIn profile it will likely show up on the
first page of Google.
Content Marketing
Content Marketing encompasses all forms of content that add value to
consumers, thereby directly or indirectly promoting a business, brand,
products or services.
Content marketing occurs both online and offline.
This changes the game for marketing from interruption marketing to
engagement marketing.
Publicity versus Advertising
Advertising you pay for, publicity is free!
Why Publicity is so powerful:
• More Credible as it was written by a third party (usually a trusted news agency)
• Great return – The cost of a printed ad in the same space as a public relations story could be
tens of thousands of dollars
• Great brand building as the story will reinforce the uniqueness of your brand in the world.
• Resells your potential customers on why they want to buy
• Resells your current organization bringing internal pride of being part of this organization.
Publicity can get you name recognition and attract a whole new customer base.
Take advantage of publicity!
But you must be newsworthy
BUILDING ALLIANCES
THERE
AREhas
MANY
BENEFITS
The District
a contact
list ofTO WORKING WITH OTHER LIKE-MINDED
Organizations
eachINchapter’s
ORGANIZATIONS
YOUR COMMUNITY.
community as part of our
Higher Purpose program
Public Relations is how you relate to your community!
Publicity is not public relations it is a tool of public relations.
Publicity in short, is obtaining free editorial coverage based on
factual, interesting, break through, and newsworthy information about
your organization, product or service.
Start with community relations:
1. Introduce your barbershop through regional news
stories.
2. Gain awareness among community leaders, business
and government leaders.
3. Contact all of the other Fraternal organizations in your
community explaining who you are, what you do (our
unique gift of music in 4-part Barbershop Harmony,
preserving an American Art Form) and offer your
chapter’s help and support by singing in any of their
functions (meetings, dinners, shows, fund raisers etc)
Our #1 Publicity Hook –
Internally and externally
Get the word out with…
A Marketing or Media Kit
Press Release
Cover Letter
Follow-up
Web- page
Media to copy
Print
Radio
Television
Exercise – Take ten minutes and build your Media contact
sheet – wish list (handout)
Media Contact Sheet:
Print:
Newspapers
Local rags
Senior papers
College papers
Radio
AM
FM
College
Television/Cable
Local Stations
PBS
Cable- community
Internet
All the media to the right has
websites that you could post
on community calendars or
link your website to.
On a piece of paper list potential media contacts for your market.
Getting the word out
Press Release: You need a Hook (a current interesting story which provides a focus for the media’s
coverage)
A good press release is professionally typed and sent out on original letter head. It includes the name
of the contact person, phone number and e-mail, the date and the copy : for immediate release. It also,
 Has a great headline
 Is double spaced
 Is clearly interesting
A bad press release, one that will end up in the garbage is:
 Too Long
 Missing a much needed visual, such as a photograph, which can help tell the story
Not news worthy
Too soft and self promotional
 Poorly written with obvious mistakes
Is incomplete and lacks valuable information that makes the story interesting
Shows little attention to details
 Arrives late
Getting a reporter to notice
Make your press release as professional as possible.
• Consist of news that’s really news. Not just promotional material. (news worthy
means something that represents significant progress, has a local angle, is unusual, is
timely and important)
• Contains the name, address, phone number and website of your organization and the
contact’s name, phone and e-mail address
• Be short (no more than two pages)
• Be typed
• Is spell checked and read over for accuracy
Making sure your press release is “News Ready”
1. A good release starts with a Headline. A short title at the top tells
what the hook is. (Local Singing Group to help feed the hungry)
2. A good release has a lead paragraph that covers the who, what,
when, where and why of the interesting subject your sharing with the
media.
3. A good release will then follow through on the promise of the
headline with a couple more paragraphs.
Include a cover letter
A short, clear cover letter will tell the reporter why you think he should write about you.
Example:
Dear John Smith;
I enjoy our feature articles every week in the Post Standard as you bring to light human interest
stories within our community. I think your readers would enjoy learning about our service project
“We sing to feed them all”. This is the service project of men within our community that like to sing
and will be raising their voices in song to battle hunger this November with all ticket proceeds
benefitting the Local Food Bank. The attached press release specifically outlines our plans.
You can also visit our website www.harmonykaz.com to read more about our project. We have a
media kit that can be forwarded electronically to you if you wish. I will be following up with you
shortly.
Best Regards;
Ray Ray