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I am here today to talk to you about a topic that I love marketing communications now that is probably something you don't hear every day but it's true I love marketing communications but what does that mean well there are many different aspects to marketing you got things like pricing distribution that type of thing the communication side of marketing really deals with all the different ways that you can get the word out about something right it's just a fancy way of saying that so by show of hands how many of you have ever played the game whirly ball alright okay so yesterday in rehearsal nobody raised their hand I thought am I the crazy one or are they the crazy ones so TEDx organizers go play whirly ball right okay so for those of you who don't know what whirly ball is it's a fantastic game it involved you play with your friends and family it involves bumper cars it involves banana scoop or wiffle ball basically I'm just telling you to google it after this because it's awesome and you should all play I say Google a lot so two friends of mine actually like whirly ball so much that they left their jobs in Chicago and they moved to the Twin Cities in Minnesota to start a whirly ball there because they don't have on there and as they're getting ready to open the doors for the first time they've started receiving phone calls on a near daily basis with different advertising opportunities that makes sense and so as you as they consider each advertising opportunity individually they actually all seem like great ideas but they don't have all the time and the money in the world to make everything happen so they'll get local questions like hey are you interested in advertising in our marketing our community marketing calendar that goes out to all the local we printed out it goes to all the local homes in your area that sounds like a good idea they get questions like are you interested in putting an ad on a placemat in the diner that's across the street from your worldy ball location sounds like a good idea to write but then like I said they don't have all the time in the money in the world and those are just the opportunities that they're being presented with they also have all their own market in communication ideas as well right so they've created a website they've built a Facebook page the opportunities are seemingly endless in marketing communications and they're constantly changing so 20 years ago every advertiser out there wanted to put an ad in a local newspaper in order to reach their target market six or seven years ago every single person every company out there wanted to go out to myspace and reach their customers how many of you have ever had a myspace account okay that's good but things change right things change so how do businesses prioritize marketing communications when everything is changing all the time that's what I'm really passionate about that's the challenge that every business today is facing and it's really difficult in particular for small businesses and nonprofits that probably have very little to no marketing resources at all noted psychologist Barry Schwartz wrote a book called the paradox of choice he gave a TED talk of the same name it's one of my favorites out there and in that talk he does he describes how when human beings are faced with an endless amount of choice it actually damages that the human psyche it paralyzes us it renders us incapable of making decisions at least to a certain extent so he says that in order for us to make the best decisions possible we need to narrow down that endless list of opportunities and we based on a certain set of criteria and then we can really feel good about our decisions as we go forward so that's why I'm here that's why I'm passionate about I am passionate about helping businesses in particular small businesses and nonprofit organizations narrow down with a certain set of criteria that I've created all the different marketing communications opportunities that are out there so if you're thinking about starting your own business if you're thinking about starting your own nonprofit organization perhaps you're looking to ignite a little change of your own that was a theme for today yeah I got that in there maybe this will help you but if you're just maybe thinking about one day maybe you're already working at a great company maybe you just want to get the word out about something that else that you're passionate about I hope what I'm going to present to you today we'll help you so I brought today with me two different lists of this criteria that we're going to look at and the first list is called the five marketing communication must-haves there are five marketing communication tactics that are so important you have to do all of these before you do anything else in fact if you have limited time and money which everybody does I want you to start with number one and I want you to go through as far as you can through number five and hopefully you can get through all five right so without further ado what is the most important thing you can do in marketing communications it's that you can utilize your physical physical location if you have one so if you have a store or any place that you interact with customers on a near-daily basis it is likely your most expensive asset that you have so you really need to squeeze all of as much value out of that asset as you can what does this mean in practical purposes it means putting a great sign out front of your building that's kind of an easy one it just tells people who you are and what you do it means if you have foot traffic by actual people walking by driving boating whatever you do whatever they do it means putting out signs that say things like what your specials are and things like that or giving away free samples things like that now a great example of this is the Chinese restaurant that's just down the street from my house they do a great job of utilizing their physical location even when disaster struck this is a little hard to see but a car drove through the front window and walls of this Chinese restaurant it's very hard to see but they boarded up the walls right here and they spray-painted a big thing that said open on top of it okay that's a great way right but that's not even the coolest thing watch for the coolest thing the coolest thing is they put this sign on the front door we are open come in and enjoy delicious Chinese food food was so good that a car had to come in as well in you good right that is an awesome way to utilize your physical location so I want you to do as my local Chinese restaurant does and utilize your physical location all right the number two marketing communication must have or number one if you don't have a physical location is that you need to build and maintain a website a recent study by Google came out and said that 60% almost 60% of small businesses do not have a website which is really a shame because when you think about it a website is one of the least expensive marketing communication tactics you can possibly implement it gives you 24-hour access to customers and prospective customers and you can control the entire message on the site so everybody needs to have a website now right next to that Chinese restaurant is my local dry cleaner and super low cost dry cleaner of Naperville Illinois it has a website it is literally a mom and pop shop a mom and pop on the place there are only two of them but they have a great website it lists their location it lists all the services they offer their prices how to contact them etc so if they can do it you can too so I want you to do as my local dry cleaner does and build and maintain a website number three this one's easy you need to offer a way to speak to somebody at your business the most obvious way is with a phone a phone line right you can also do advanced things like have a video chat or have just a regular chat feature on your website because nothing will ever replace you the importance of human to human interaction when dealing with business as a business you can offer your customers empathy you can upsell them on something if that's appropriate you can just answer their questions and tell them where you are that that's what they need to do so the best example I've ever seen of this is mo the bartender from The Simpsons now mo is a sole proprietor he's a one-man band he owns that bar and he manages that bar he serves all the drinks and even he has a customer service line and no matter how many times Bart Simpson will prank his customer service line he answers that phone every single time and he tries to give the best customer service possible right he always goes and looks for the person who ever starts asking Seymour butts you know that so I want you to do as mo for the Simpsons does and offer your customers a way to speak to somebody at your business number four you need to be found by your target markets right now all around this country and around this world somebody out there is looking for whatever it is that you're selling or whatever cause you're supporting if you're a nonprofit organization and it's really important to get in front of those people at the right time in the right place now if this is happening online and it's happening online I work at Google I'm telling you this that means that you need to get in front of people if you sell something it means you need to show up on Google and on Bing it means that you need to be on Amazon and on eBay if those are relevant to your business right you got to show up where people are looking for you a great example of this that I hope will resonate with college students as most of you are is that I just recently did this Google search I need pizza now all right and look at the first result this is I did it for my house again I use a lot of local examples so RP knows pizza delivery right that gives me the address it gives me the store information the pizza menu of the locations it gives me everything I could possibly want to know about satisfying my need for pizza right now so I want you to do as sarpy knows pizza delivery does and be found by your target markets number five of five the last one the last thing that you must implement is you need to engage customers within one community so what does that mean it means giving your best customers a way to interact with you and all your staff and your company and things like that and a way to engage with each other this can happen in a variety of different ways but the most obvious one the easiest one to give you would be something like a Facebook page right I can interact with this brand they can answer my questions I can put it out socially things like that but it doesn't have to be online and the key thing is is that you don't have to do everything when it is online you don't have to be on Pinterest and on Twitter and on Google+ or you should be on Google+ but you don't have to be I don't have to have a youtube account and all these kinds of things right you don't have to do everything you just have to do one really well that's the key word up there just one and like I said it doesn't have to be online my local library has a wonderful kids program that my son attends quite frequently in which anybody from the community can go and they can bring their children and the children get to interact with the library staff they build a community right they get to interact with other children it's wonderful so I want you to do as my local library does and engage customers within one community all right so we talked about the five marketing communication must-haves right that answered questions like what should I do right now but then there's all these other opportunities out there in marketing communication kind of like I was telling you with my Worley ball friends so how do we make decisions how do we set marketing communication priorities when we know that five years from now everything is going to change what do we do now and how do we plan for the future well I've created a second list that I brought with me today and this is the list that I call three factors for setting marketing communication priorities there are three factors by which you can measure every single marketing communication tactic idea out there and these three tactics these three factors can actually be summarized in just seven words now it's getting late so I'm going to go through these but then I'm going to ask for a little audience participation so just start getting mentally prepared all right so the three factors for setting marketing communication priorities can be summarized in just seven words and they are target markets shareable experiences and return on investment now I need help here I want you to say these with me we're not going to say the numbers we're just going to say those seven words all right I need to get hear it loud they got to hear you at home a lot of friends that are watching the live stream we need they need to hear you okay so let's do it together on the count of three one two three target markets shareable experiences return on investment now here's a crazy thing in rehearsal I thought nobody's going to say anything I'm gonna have to do this again I'm gonna have to chastise people and say this is TEDx to me millions of people are watching around the world and they're going to watch this effort that was really good but I still want to do it one more time because you know this is all time done this is scripted right okay so let's do it one more time so that everybody around the world can hear it I want to count of three one two three target markets shareable experiences return on investment you have no idea as a marketer how happy this makes it's just a beautiful this is beautiful people chanting about marketing this is great this is great okay so to illustrate that I want to give you an example I want to give an example that brings all three of those things together and the example comes from a job that I used to work at before I came to Google I used to work for a wonderful nonprofit organization called IES abroad that's actually based here in Chicago and I've actually talked to a few of you how many of you studied abroad with IES this is lye hands that's good great did you like it good all right all right so for five and a half years I worked in the marketing department there and it was a wonderful experience and so we had a very small but mighty marketing team that we took on the challenge in my last year there of we really wanted to come out with like a new branding campaign our goal was always to increase the number of students at local colleges who are studying abroad right so is abroad functions a lot like a college we send us college students on study abroad programs as many of you know so we thought to ourselves how can we appeal to our target market of current college students who had not yet studied abroad that was our target market okay so what we came up with was a message or Letten that we called your world redefined so to a potential student a student just like many of you who are in college right here the idea was that this message would show you that if you studied abroad your world would be redefined but then we wanted to go about activating this message how do we get the word out how do we tell people this in an open and honest way well what we did was we came up with this idea we printed on eight and a half by eleven white pieces of paper plain as day blank redefined and we sent this to all of our current students who are studying abroad all around the world thousands of students are studying abroad we just printed this on a flyer sent this to him and we said would you please tell us something that has been redefined by your study abroad experience and if you want to would you please share that with your friends and family the reaction and the the creativity that came out of this was truly inspirational college students are really creative so I want to show you a few examples of how people started sharing this on their social media accounts they started creating photos they created videos they took our message off those pieces of paper I'm going to show you a few examples here's one this is a student in Spain she is at a soccer game and she is showing you that football has been redefined to her by studying abroad this student little hard to see is in Morocco and riding on a camel she is showing you that transportation has been redefined by studying abroad these students man I'm telling you in marketing it is like the greatest thing in the world when somebody takes your slogan and does something else with it these students put this on their t-shirts after they had run a race in Spain and they were saying that working out had been redefined by their study abroad experience these students are on the Galapagos Islands off the coast of Ecuador they are having a class there and it's hard to see but that student in the Middle's sign says that for her class has been redefined by studying abroad this student is near the Berlin Wall and she has shown you how freedom has been redefined for her by studying abroad read it college students are really creative it's hard to get there that's not the Machu Picchu overlook in Peru that's hard to get to getting high has been redefined by studying abroad I can't end with that my mom's in the audience all right so last but not least again it's really cool when people put it take that off of your sign and they stick it on sand for example these students have written holiday redefined they even used are brackets that is so cool so for their vacation their holiday had been redefined so now let's think back to what we talked about target markets shareable experiences return on investment our target market was current u.s. college students who had not yet studied abroad this tactic had clearly reached those people because they were their friends who are already studying abroad were sharing all their stuff with them right they were sharing these pictures with them in videos and things like that it was awesome speaking of sharing shareable experiences that was number two right clearly we had created a shareable experience and we had encouraged our current students to share that message and that experience with their peers so it was great lastly return on investment I'm not going to go into specific details but the campaign was very successful this launched about four years ago it still continues today it was very very successful our small but mighty marketing team won several awards when it came out and it was great everybody loved it they still continue to use it today so it was obviously very successful so that's really it I've gone with over you the five marketing communication must-haves we've talked about the three factors for setting marketing communication priorities and so I hope that if you're looking to go start your own business or nonprofit someday again igniting a little change of your own I hope we remember these but if the only thing I've done for you today is convince you that you need to check out Worley ball or that you need to study abroad if there's still time left I think I'd be okay with that too thank you very much you