Continuing the idea of the “marketing complex
What is PR? Continuing the idea of the “marketing complex (4P – product, promotion, PR, place) – to briefly indicate the areas of activity and the main marketing tools, we can try to formulate the “marketing PR complex”.
The first thing that needs to be said is the difference between “corporate PR” – activities for the benefit of the company and “marketing PR” – activities for the benefit of the company that do not contradict the goals of the market and consumers. Now – about the marketing PR complex.
When the phone number of the country auto phone number list becomes stale, the country becomes unmanned. Our job is to work with phone number lists. Our work pattern is that we are always secretaries so that we can provide phone number data and good service to the general Japanese people.
The PR complex, apparently
Should be designated by something close and understandable to PR specialists. To explain what marketing public relations are, let it be the abbreviation “PENSILS” (pens):
P – publications. Publications.
Internet publications, printed materials, video, interactive publications – everything that is published is available to the public. To a lesser extent, it is about the company’s presence in the information field. To a greater extent, it is about solving the problems of publication – communicating to the public and popularizing facts, thoughts and goals;
E – events. Events – conferences, rallies, meetings, meetups that the company organizes or participates in. The task is not to “meet”, “participate” or “be present”. The task is to correspond to the tasks of the event and the goals of the participants and guests. If the company participates in a city holiday, then not with the purpose of providing another point of contact with target groups, but in support of the company’s tasks of the event. If the company organizes its own event, but, first of all, with the purpose of solving previously unresolved and otherwise unsolvable problems of the event’s guests, in an equally effective way.
Presence in the news agenda
corporate, market, public and social. The company’s place in news feeds;
C – community. Communities. What the company does for the community: professional, social, consumer community, journalistic community and for municipal local communities where the company’s enterprises and offices are located;
I – identity. Personal identity. These are not logos and corporate websites, but ensuring recognition among communities – target audiences. Moreover, for each of the target audiences, the company may look different: “responsible employer”, “domestic business”, “reliable partner”, “in-demand product with high-class service”
L – Lobbying Lobbying
Properly built relationships and dialogue with regulatory authorities. An obvious example would be the development of an industry or state standard (OST). From the regulator’s point of view, the Standard helps prevent possible problems and prevent “problem makers” from producing. On the other hand, laying down technical parameters of products in regulatory industry documents that correspond to or are as close as possible to the parameters of the company’s products is lobbying in its natural and positive form.
S – Social Responsibility. Social responsibility is the feeling and understanding of being part of a society that contributes to the development of society. For example: a company takes on internships for graduates of a technical school located in the same municipality as the company’s plant. The company takes responsibility for a military burial site, improves a nearby park, where, by the way, the company’s employees relax during their lunch breaks – in fact, this is what served as the reason for this social activity of the company. The important thing here is organicity, that is, not inventing newsworthy reasons for a social initiative, but the company’s participation in the natural course of events for society, understood by society and assessed positively.
Actually, here is an accurate and brief list of what marketing PR specialists do.
that not a single business idea, from GAZPROM to the cookie-free tracking – what you need to know local district “Pilatos”, has the goal of “promoting” (becoming advanced). Please understand this clearly: “no one, when applying for registration of a legal entity, keeps in mind the idea of ”becoming advanced”! “Advanced”, “popular”, “cool”, “the best” – these are not even from the business lexicon. “Capitalization” (in some cases), “profitability”, “return on investment in business” – these are business goals.
The business owner is not going to promote Pilatos either, even if the owner loves it – he is starting all this for the sake of the economy. The logic of business is very easy to see in the example of pasta and a retailer:
“I don’t care that it is a brand! These pasta are not selling? This is not my problem. My shelves cost money. Bring others!”
And only after hearing the word “budget” from the marketer, the businessman begins to listen to you. And here… a bummer! Apparently, when a marketer says the word “budget”, he does NOT mean the balance of the expenditure side of the budget, due to revenues, right? The marketer’s message is only about promotion costs, right?
Accordingly, not understanding why the hell he needs to “move somewhere” and not seeing revenues in the budget from the marketer, the business says: “this has nothing to do with it”!
Quote:
Client had to pay for water, rugs, a locker
I suggested canceling these costs for visitors
How do “free lockers” affect the growth of “Pilatos” sales? Apparently, the answer can be given and received from the point of view of:
1). From the point of view of empirical experience: “it doesn’t matter that your business is 40 years old, because all these years you’ve been doing it wrong, and in 5 years I’ve learned everything and therefore you can trust me”;
2). From the point of view of the philosophy of lengthy reasoning (which is what “good marketers” do): “you don’t have any revenue anyway, so cancel the payment for lockers and it will come back to you in the form of an increase in the number of visitors who…”;
3). And what about the economy of the transaction and the reporting period, with the idea of “not paying for lockers and free coffee?” And how do the expenses for the implemented “loyalty program” relate to the LTV of regular customers, practically (practically means “proven”)?
The logic of business is far from
Lengthy reasoning and business does not believe in be numbers other people’s experience. No, you can say: “let’s try this and see how it works,” that is, involving the businessman in complicity in spending his money and collectively sighing sadly if little comes of it, and the business may even agree to experiments. But when you say something specific: “stop receiving revenue from renting lockers”, then right there, you should have a financial plan in which you can convincingly show the feasibility of what you are proposing.
Feasibility may lie in the area of improving communication, sociology, stimulating relationships, but all of this, ultimately, should materialize in something tangible… quantitatively: pieces and money.
If you think otherwise, then you will stubbornly hear from businesses in response to all your proposals without a logical end: “this has nothing to do with it”!
Often, there is nothing
mysterious” about a “bad marketer”. Look at the screenshot:
another example of Pilatos marketing mistakes
Aren’t you confused by anything? You also buy something, and then, a month later, you begin to figure out why you need it? And Pilatos is a “sport”? And how is “sport” different from physical education? I am confused by this level of marketing promotion. Apparently, not only me, that’s why the business doesn’t allocate money for marketing Pilatos.