© BCIT VER 3.0 JANUARY 30, 2009 MODULE 1 CREATING IMAGE • 13 TMGT 7111 HIGH TECHNOLOGY MARKETING STRATEGIES
After you have thought about your metaphor for a while, begin writing what comes to mind. You may write this as a narrative (like a poem or narrative as above.) Or you can just write phrases.
(For best results, DO NOT use a computer to compose this.) Use a pen or pencil to make best use of the right side of your brain, the intuitive side of you. Now -- write down what is in your head and get it down on paper -- with no internal criticism.
Give yourself plenty of quiet time. Try to write at least one full page, and if you keep getting good ideas, keep writing. Don’t try to be “correct”. There is no “right” answer. Once you have written this metaphor for yourself, examine it carefully. Then put it down and take a brief break..
Look at what you’ve written again with a fresh eye. What is your favorite image on the page? Do you recognize a particular pattern to what you’ve written? i.e. “A monster in a glass house” “A witch riding a silver broom”.
You may find a wild motif or a common symbol in your writing. The important thing here is that you believe that the image you have chosen works for you. It “clicks” and you get a good feeling that it describes what you are trying to communicate.
WARNING: Do not copy from ads in magazines or other campaigns. Also, don’t be influenced by people who suggest ideas, especially your rivals or competitors. Someone may you may have told you that you are NOT creative. Everyone is creative. Keep writing and you will see.
In this part of the exercise you will notice a “phrase” or “tag line” or “slogan” that fits the meaning you want to convey. This slogan is just a phrase or a few words that gives you a good idea of the visual symbol you want to use. This slogan is your Log Line. http://www.ukassignment.org/ Log Lines are not easy to write. If you are stumped, look back over your original writing. See if anything jumps out at you. Sometimes a phrase has a way of hiding in the bushes until it is time to come out. (Notice the metaphor there?)
When a Log Line is devised, it can be the most powerful tool to gain “share of mind”. Sometimes the log line describes a product so well that it becomes the descriptor phrase of the entire company. Thes following examples of famous corporate Log Lines:
You can be sure... if it’s Westinghouse
Don’t leave home without it. (American Express)
Quality is Job 1. (Ford Motor Company)
When you care enough to send the very best. (Hallmark)
Just Do It. (Nike)
Assignment 2
Assignment #2 is to be completed after you have studied Module 2. This is the second of three assignments which count toward your overall course mark. Imagine you are submitting each of these reports in response to a request from someone in an executive position in your organization.
Brand Relationship Exercise
1. Write a 1-2 page description about the kind of relationship your company has with its customers.
If your company has lots of customers, choose the top three types of customer relationships.
2. Create a graphic to depict the type of relationship you’ve described between your company and its customers. The final illustrate should fit on a single 8½ x 11 piece of paper.
You may employ graphics from magazsines or newspapers, etc. that best illustrte how this relationship looks.
The illustration you will create may combine the following elements:
Graphic — This image can be any illustration you have chosen to show your company and the client in a relationship.
Headline — This headline can be funny or serious. It must grab attention and relate in a clever way to the topic you are discussing.
Copy — This is The substance of what you have written about your company’s relationship to its customers. It should be short and sweet. No longer than a paragraph. Look at other ads to see where the copy goes.
Log Line — This can be your headline. If not, then it can be used above the compay logo at the bottom of the ad.
Logo — Your company may already have a logo. If you like it, then use it. If not, create a new logo. It will go with your Log Line.
Assignment 3
Assignment #3 is to be completed after you have studied Module 3. This is the third of three assignments which count toward your overall course mark. Imagine you are submitting each of these reports in response to a request from someone in an executive position in your organization.
Using the press release template in Module 3, you will write a press release for this assignment. Preferably, you will use a your own company as an example, using an event or a new product introduction as the subject material.
Review the press release carefully. Look around your own company to study their press releases.
Answer all the questions and follow the guidelines. Your press release should be 5 pages in length.
Do not use personal pronouns (we, us or you) in the text unless you are quoting the president, a customer or other officer.
The press release is not a sale document and should not be used to increase sales. It is intended for the purpose of getting the attention of the editor or journalist.
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3.12 A Press Release
3.12.1
Most press releases sent to the media end up in the trash. Even good releases are often overlooked. The key to getting publicity is to keep in mind what the editor or writer wants to know about your product or service. Always investigate the publication or style of a publication or media outlet before sending a press release. For best results get to know what particular writers in your field are looking for in stories. Look for an angle or slant that might appeal to a particular publication in your industry.
3.12.2
In a well planned marketing plan, a press release is usually prepared early in the development of a product and is finished about a month BEFORE the product launch. The Press Release actually becomes a condensed version of a marketing plan in this manner.
3.12.3
The Press Release must identify a product’s positioning, its price, its packaging, its target customers and the place where it will be sold. The writer must describe the product’s attributes in customer terms. If one element is missing, then the entire press release is flawed. Many writers subscribe to the 5 W’s for organization: Who, What, Where, When, Why?
3.12.4
The objective of a press release is to generate interest among the writers and producers to cover the story themselves. It should not be the objective of a press release to get printed so that the story will create revenue.
3.12.5
Editors are inundated by press releases, so they don’t want to read through a lot of gibberish to find a nugget. They want a sharp crisp idea of what the writer wants to communicate and if the story is beneficial to the publication’s readers. A Log Line helps editors to understand what the company sending the release is all about.
3.12.6
Professional public relations people know how to pitch a story over the phone and follow it up with a press release that acts as a memo to the reporter or editor. The press release does not have to contain every bit of corporate doctrine or describe every feature of a product. It merely has to contain the basics.
3.12.7
By following the attached template, you will be able to provide enough information so that an editor will get a good idea of what you are “pitching”. If the editor likes the material, he or she will assign a reporter to an event or write up the story in more detail.
3.12.8
The following template has worked very effectively in launching many products and has produced thousands of lines of ink in major publications over the years. A good length for a press release is anywhere from 4-5 pages.
3.12.9 The Press Kit
Sometimes releases are accompanied by:
• corporate backgrounders -- well-written documents about the company’s history and personnel
• “white paper” -- a technical philosophical tract about the industry
• a video or CD press release, which contains film footage of an event, management statements from press releases, charts, graphs and other visual elements
• press announcement are now available on most company web sites − so that anyone can access company material any time of day electronically. Good websites have videostreaming capability to playback press conferences.
3.13 Press Release Template
3.13.1
Contact: Name(s) and number(s) of someone who is available to return phone calls promptly virtually any hour of the day.
THE HEADLINE TELLS EDITORS WHAT TO EXPECT
−IS THIS AN EVENT OR A NEW PRODUCT RELEASE ?
3.13.2
(YOUR CITY ) -- (DATE GOES HERE) -- Start the release with your company name and describe what you are announcing. Are you announcing "a new service", "a new product", or "a distinctive award". For style, many editors like to see 12 point Times Roman with one and one-half-inch spacing for increased readability.
3.13.3
This paragraph will help the editor identify your niche or position in the market. It will describe what makes you stand apart from the rest of the crowd, such as your competitive advantage or Unique Selling Proposition. What is the primary benefit of this product or service to your customers? This paragraph also positions you as a solid industry leader. Describe your company's growth rate or market share with good, meaty facts -- no B.S.
3.13.4
"This paragraph is a good place to quote your company philosophy on why you are making this announcement," said (full name), president of your company. In this paragraph your president can describe your uniqueness and show off your knowledge about the industry. Try to provide some enchanting facts (revenue figures, growth rate) to support your claims that this product is truly important.
3.13.5
Now, describe the product or service you provide, feature and benefits.
• You might use bullets or short sentences to show your competitive advantages.
• List the awards you just won.
• Or provide benchmark test results proving your products are built better.
• Show how your performance is better ; add quotes from happy customers.
• Show how your product is cost-competitive or increases productivity for customers.
Illustrate how your service and guarantees to customers is better.
• Show how your product will benefit mankind, the community and its people.
3.13.6
Now, make your pitch. Explain when and where and how much your product costs. If this is a new product announcement, who else will be interested and why? Anyone using your product now? Editors want to see some excitement being generated by your product launch. They want to know who else in the industry is excited about this -- an important East Coast analyst perhaps? A consultant?
3.13.7
Is your service or product part of an industry-wide trend? An anniversary? An upcoming election? Why is this being held now? Demonstrate the importance of the timing of the product launch here. Maybe you have just shipped your 1000th product. Or landed a big contract. Is an important trend shaping your business? A related news event?
3.13.8
You may have customers, investors, shareholders already interested in your product. Provide a quote from them here or explain your profitable track record or stable financial base. Some skeptics may not believe your claims. This paragraph provides credibility.
3.13.9
In this paragraph, talk about your business objectives. It's a good idea to put in lots of detail about how you established goals and achieved them by introducing this product. Provide hard facts on your corporate history and how you are keeping the original philosophy alive and that you’re not just another company trying to make money. Keep your sentences short and crisp
3.13.10
When will the product be available? Who will sell it and -- most importantly -- where can customers buy the product? Are there discounts and incentives? Is there a customer service program or a money-back guarantee?
3.13.11
This is the Corporate Mission Statement. This is designed to convey your company's philosophy. Also include your Log Line. - 30 -
(This is a standard mark noting we have come to the end .
Releases can be anywhere from two to five pages long).
