Lesson 2: Outbound Channels

When you hear the word marketing, television commercials likely come to mind. Television commercials are outbound channels that most people are familiar with.

Outbound Channels

Ash Maurya describes outbound channels as “push messages.” Instead of organically providing customers with value (usually in the form of free online content) and “pulling” them toward your company or brand, push messages are essentially pushed onto the customer. The following are examples of outbound channels:

  • Search Engine Marketing (the paid ads you see above search resultes)
  • Print Ads (Magazines/Newspapers)
  • TV commercials
  • Radio Ads
  • Trade Shows
  • Cold Calling

Lessons from the Super Bowl

Read the following article: http://www.entrepreneur.com/article/225667

Examine the five commercials and the lessons they contain for small and startup businesses.

  1. Have a Call to Action: Budweiser’s “Brotherhood”
  2. Be Different: Dodge Ram’s “Farmer”
  3. Highlight Your Unique Selling Proposition: Best Buy’s “Asking Amy”
  4. Take Advantage of Every Opportunity: Oreo’s Blackout Tweets
  5. Use Timely Messaging: Tide’s “Montana Stain

Lessons from Mad Men

Some call the late 50’s and early 60’s the golden age of advertising. The show Mad Men, on A&E, depicts this era. Read the following article:

Then watch the clip below to see how it relates to lesson 1 from the article.

Write and Produce an Ad

Take what you have learned from the articles above and write a 30 second radio spot for a business or product of your choosing. Make sure you meet each of the requirements below.

  • Have a high production quality (record somewhere quiet, and if you make a mistake, record again)
  • Have a call to action (send listeners to landing page)
  • Stand out from the rest
  • Be no shorter than 28 seconds and no longer than 32 seconds
  • Submit the finished product as an MP3 to Google Classroom
  • Overall production quality (include SFX and background music)

We’ll spend some time in the computer lab using a program called Audacity to edit your commercial into a polished finished product. You may use sound effects, music, and audio from the following website in your project.

What NOT to do:

Native Advertising?

Take a look at the following article to learn more about a relatively new subset of advertising known as Native Advertising. You’ve actually probably come across Native Advertising before, now you will know what it is when you see it.