Welcome to the third snippet of the quick course marketing, sales and branding. In this session, we're going to focus on what to tell your customers. Let's get going. We're talking here about buzzin pr, meaning public relations. By this time, you should have decided on the name of your brand. And the word or words to is enough that you want your ideal customer to think about when they think about your brand.

Next, you're going to need to figure out how to get that kind of message to those people. And that's what buzz and PR are all about. Marketing Communications is a big circle and inside is buzzin pr and a lot of other words, public relations is the original idea of getting an unfair share of attention for your product or company or the personality that you're trying to get. into the public's mind. Buzz is the more modern contemporary term. In this case, it's mean spread the word around the internet.

A common question is, hey, I've gone viral. We're going to focus now on the third of the steps that we've been going through on this trail. And we're heading toward completion of it and then dive into the marketing plan to complete the course. The key question is what is going to make marketing communications powerful? That word powerful complements the strong brand concept and marketing power that we've discussed in the prior snippets? Alright, let's get going.

First, what is your message? sentence words? In other words, what is your buzz and blogging going to say? That's part of your marketing communication. Plan is the central part. Marketing Communications is nicknamed Mark calm for short.

So what is the message that's going to be the heart and soul of your marketing plan. That plan will decide which media will be used all the way from blogs to trade shows. It will include names of those media, the amount to be used and the frequency. We'll get into more specifics in a minute. Importantly, the related costs out of pocket cash plus related travel plus fees to be paid to various media Aires. And there should be a calendar for 12 months at least of the more important timing dates you're planning on releasing into the media, your basic message here's an example of marketing methods, tools.

Items used by an industrial startup. Often, paper brochures colorful folders are direct mailed in the post and nowadays and the email. They'll do free seminars and webinars using pr at trade shows, booths, hotel rooms suites, user groups are often a way to communicate. The Internet website has become very important with links to strategic partners. And more recently, additions of blogging on those sites and the use of social media. The others in black typically would not be used.

Let's take a look at an app. someone's doing an app is very, very often going to be then deeply involved with the bloggers and the user groups online. People that are doing the evaluations are terribly in And in the blog about them. You can get an A coagulation and aggregation of people interested in your product, discussing it by opening up your website to user groups that you coordinate. And then exploiting the media social in particular, as well as blogging will be the kind of thing you'd expect from an app focused startup. These consumer intensive mark on research resources are very, very common.

Now. The trick is that the startup never will advertise. It's very expensive. It's a shotgun instead of a rifle. And as a result, there's tremendous waste. The errors are often done by first time entrepreneurs thinking advertising anywhere online television, radio, consumer magazines, etc.

The right route you're going to go so everybody knows about it. That's because you're used to working and looking on media that is involved with established brands, but yours is not yours hasn't even been created yet. Instead, PR blogs social targeted on ideal customer, are the way people go. That's how real startups do it. Those that advertise in the Superbowl are almost guaranteed to fail. You cannot build a brand by spending money on advertising that's become well researched, well understood by veterans.

It's only first timers that don't understand that. advertising is used only after the brand is branded that reminds you of the brand. You'll know what it stands for when you see it. And as a result, you'll be reminded to go and consider acquisition of products. Typically, it's well beyond five years. Good example legalzoom.com.

They were founded in 2001. And it wasn't until 12 years later that their first television advertising occurred. In the internet era, PR in the form of buzz is used to spread word of mouth. That's the best way to get people to know about your product. It's so exciting to your ideal customer, that that customer cannot wait to tweet about it. That's what awareness means in today's era.

So how do you plan to tell the world about your new enterprises first product? Well, there are many creative ways you can do promotions online, do events and stunts. I've had a couple of giveaway yes giveaway. Brand new BMW convertibles. It's only 30 $50,000 to have that done. attracts a tremendous amount of time and attention.

Events such as sponsoring a nonprofit golf course, exhibition, advanced fundraiser for perhaps Special Olympics, get your name in the paper, get well known certainly will help you with recruiting certain kind of people in your local area, as well as perhaps get national and world buzz attached to it and so on. It's a tremendous opportunity to be creative. Public Relations is working a chain of events toward impacting customers. Go something like this. You begin with your press release. That's the information, your marketing message and backgrounder that's released over the internet.

That then goes to the media such as bloggers and product reviewers. The buzz that's created there moves on to industry or newsletter writers and others. Following and tracking technology and products and trends, pick it up. And Wall Street analysts not wanting to be missing the next great opportunities to affect the public companies and arrivals of initial public offerings. We'll monitor it very quickly and pick it up. And all of that then impacts your customers who read here and hopefully believe in what your brand stands for.

Pr is very cost effective, about $20,000 a month compared to $50,000 for a one page advertisement in a single magazine, for instance, that concentrates on your industry, let's say surfing. That retainer is going to spread when executed well. All throughout the internet around the world. That's a lot more reach as they describe it. Then $50,000 one page advertisement once a month. Research shows as a result PR gets the most exposure to customers per spent.

Yes, there is big data. Yes, there is targeted advertising. But it's extremely expensive compared with PR. Moreover, when word of mouth spread something that you have introduced as a product or a description of it, and you go viral, there's nothing that can compete with that. It's huge. It's priceless.

All right, let's take a look and review where you should be by now. Have you got your message crafted? The one that you want to get to your ideal customer? Have you chosen the media? There are many choices? And how about the methods for getting that message to your targeted customer group?

And what's it going to cost in both cash and time of your staff? And finally, what's the calendar for the events over the next 12 months. When you've got that done, you've got yourself a real marketing communications plan. And part of what goes into a real marketing plan. That's where we're going next, down the trail to finally doing the marketing plan. In the end, you'll get the cool tool, the marketing checklist.

I'm sure you're eager to get there. I certainly am. So let's get going. I'll see you there.