Making It All Work Together

1
Making It All Work Together

• Houston Advertising Federation
• Professional Development Series
• February 27, 2004

2
The World Has Changed

• The customer is more sophisticated
• Knows that advertising is paid for by sponsor
• Information overload abounds
• Splintering of mass market
• Proliferation of channels
• Declining efficiency of network advertising
• Impact of computers, video games

3
. . . We Must Change, Too

• Effect is greater when
• Advertising
• Sales promotions
• Public relations
• Promotions
• are planned and executed together and they
• communicate the same message.
• Were not competing for budgets - were aligning
• our resources.

4
Integrated Marketing Comes of Age

• With greater use of strategies, greater need to
  integrate planning and execution
• Brand image is built through a number of
  channels so one voice is critical
• Branding has brought PR as a strategy to the
  forefront

5
PR Defined

• PR is the profitable integration of an
  organizations new and continuing relationships
  with stakeholders, including customers, by
  managing all communication contacts with the
  organization that create and protect the brand
  and reputation of the organization.
• -- Clarke L. Caywood, Northwestern University

6
What PR Can Do . . .

• Integrate business and society in a credible,
  focused approach
• Niche marketing to support marketing and sales

7
Three Critical Questions

• What do I want?
• Who can give it to me?
• How do I get them to care?

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What Do I Want?

• Sales
• Fame
• Reputation
• Brand
• Leadership
• Mergers Acquisitions

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Who Can Give it To Me?

• Current, past future employees
• Current, past future customers
• Business partners, vendors suppliers
• Local, state regional governments
• Institutional individual investors
• Donors members

• Associations
• Educational institutions
• Community leaders
• Environmental interest groups
• Unions
• Taxing authorities
• Religious leaders
• Media

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How Do I Get Them to Care?

• Communications Model 101
• Sender
• Message
• Receiver
• Focus on the Receiver where are they getting the
  message so it makes a difference?

11
How PR Adds Value

• Builds marketplace excitement before advertising
  breaks
• Drives a communications program when there is no
  advertising
• Brings the brand (and ads) to life
• Extends promotional programs
• Builds personal relationships with customers
• Influences the influencers
• Demonstrates companys social responsibility
• Communicates in more detail
• Defends products at risk

12
Pennzoil Motor Oil

• 1 selling motor oil in America flat category
  growth
• Challenge use introduction of reformulated
  motor oil to reinforce brand position and
  increase market share
• Solution
• The Pure Facts About Stop-and-Go Driving
• Consumer and trade media relations
• Stop-and-Go Challenge interactive event truck
• Consumer survey
• Sales support collateral

13
Pennzoil Motor OilResults

• Media 1,200 print features including 120 trade
  stories 20 hours of television time coverage in
  all top 20 markets and 79 of top 100 markets
  more than 100 million impressions delivered
• Grassroots 1.4 million consumers reached through
  event truck 15,000 consumers surveyed via direct
  events and Internet 300,000 ASE-certified
  mechanics reached 8.1 million impressions
  delivered
• Market share 4.7 percent sales increase, higher
  than overall category

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Pennzoil Motor Oil
15
Marie CallendersGreat American Pot Pie Day
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Marie CallendersPot Pie Sampling Program -
Objectives

• To deliver 10,000 Pot Pies to busy consumers on
  their commute home from work in Atlanta,
  Chicago, DC and New York
• To reach out to local food kitchens in each
  market and deliver complimentary pot pies to the
  shelter

17
Marie CallendersResults

• 27,000 Pot Pies were distributed to consumers
  over the course of 4 hours in all four markets.
• Approx. 6,000 samples in Atlanta (Colony Square
  Office Bldg.)
• 7,000 samples in Chicago - Northwestern Station
• 7,000 samples in DC - Union Station
• 7,000 samples in New York - Grand Central Station
• The remaining, undistributed samples were donated
  to each of the food banks in each market.

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Marie CallendersSales Results Summary

• Though trending down slightly during the week of
  Great American Pot Pie Day, volume sales trended
  up significantly in the Post period, up over 5
  from last year.
• Increased trade support following Pot Pie Day
  helped drive growing volume sales for Marie
  Callenders Pot Pies in the subsequent weeks.
• Volume share for Marie Callenders in the Premium
  Single Serve Pot Pies Category grew to over 50
  in the Post period, stealing share from
  Stouffers and Boston Market.
• In the Post Period after Pot Pie Day, all five of
  the key markets (Atlanta, Chicago, Washington,
  New York, and Omaha) achieved significant lifts
  in volume from merchandising activities with the
  lowest lift being 93.8 in Atlanta.
• The promotion grew the entire category of premium
  pot pies.

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Marie Callenders Great American Pot Pie Day
Lift in Volume By Market
20
PR Tactics- The World is Your Oyster . . .

• Crisis communications
• Presentation, sales media training
• Internal communications
• Sponsorships
• Cause-related activities
• Surveys contests
• Customer events/ outings
• Collateral and web support

• Media relations
• Executive visibility
• Trade shows conferences
• Promotional events
• Speaking engagements
• Analyst tours
• One-on-one communications

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But We Must Be Strategic

• Understand the business model
• Ask the tough questions
• Base strategies on research and objectives
• Determine benchmarks for success upfront
• And, push for integration of disciplines, budgets
  and measurement

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Its not about . . .

• The Fall of Advertising the Rise of PR
• Every discipline for itself
• Carving out niches

• Its about . . .
• Creating marketing that is believable
• Delivering great campaigns that sell
• Building a solidified, accountable industry that
  will move us forward in this century