“In these lean times you should be marketing to keep your job,” said Bill Baynes, co-presenter of “How to Promote, Get Support, and Market Your Programs” one of the afternoon’s breakout sessions. “Remember,” said Bill “one message does not fit all. Think of who you’re trying to reach. You don’t talk to kids the way you talk to school board members.” He held up advertisements for various cigarette print media and said there is a message/reward component in place. Kool: getting the girl for young men; Virigina Slims: strength and power for women; Marlboro: rugged independence for men. He suggested that the NPD partners embrace the same type of mindset—know your target audience and deliver the message.
Ira Sachnoff, co-presenter discussed Media 101: how marketing works including personalizing, targeting and rewarding. He said to get personal, put on a human face. In Media 102 the topics included: staying visible, identifying different kinds of media, and types of activities. The new media subject was discussed in greater detail. Both Ira and Bill showed the NPD partners progressive websites, blogs, cell phone texting trees, Facebook, Twitter and You Tube examples. Bill said “the most important part of marketing is to consistently implement all the way through—from start to finish. Don’t wait until the end of the project to begin marketing.”
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