Although it has presented a load of opportunities for businesses and individuals, the Internet has been very hard on traditional media, especially newspapers and TV. Those who failed to embrace the Internet right off the bat are making staff cuts that can hurt your chances of achieving positive public relations, unless you're knowledgeable and sensitive.
Today's editors are not only doing their jobs but in most cases the jobs of their staff, which have been pink-slipped. In smaller daily papers across the country you will notice more and more wire stories peppered throughout the publication with only truly local news handled by staff writers. The cuts have also lead to an increase of freelance writers, who were more than likely prior with the publication.
So what does this mean to you and your business? It means that it can be harder to get an editor on the phone to discuss your news, that freelance writers are nearly impossible to get to directly and that you need more patience in waiting to get your story placed. Remember that these media are now in competition with the Internet, in some cases, and they're looking for stories that are right now, the newest thing and they want it before anyone else gets it.
The good news is that as many of these media begin to embrace the Internet, with news that rotates out faster and is updated more often, they will be looking for more news and content for their websites. The other good news is that as journalists break off on their own and launch their own news sites and e-zines, there is even more opportunity to generate positive press for your business.
I also believe that every business should have an online pressroom and press kit that is attached to an RSS feed. This will help distribute your news directly to the editors, bloggers and writers who are interested in your industry/category.
It's always fun to see your name in print in the local daily newspaper, but we all need to begin to shift our perception of what that means to us personally and what it means to the success of our businesses.
Saturday, February 16, 2008
Monday, February 04, 2008
Super Bowl Ads Return to Creative, Intelligent
Super Bowl 2008 was probably one of the best championship games we've seen in a decade. The combination of great, inventive and intelligent advertisements made for very few safe periods of time to get up and hit the bathroom or get another plate of ribs. Everyone at the party I attended were glued to their seats for three and half hours.
In years past, advertising agencies have tried to outdo themselves from the year before, but the ads that aired seemed like private jokes created by a highly caffinated bunch of executives that were locked in a conference room for too long. This year was a completely different story.
Gone were the futuristic, overdone technology spots and in their place was the return of human nature ads, and some that tugged at our hearts. Especially the Budweiser horse training like Rocky and Coca-Cola's "It's Mine" (you always wanted Charlie Brown to win something!).
Also, there was a new creativity coming from new advertisers - Life Water, Vitamin Water, Garmin and Under Armor. The ads were refreshing and really fun to watch. On the otherhand CareerBuilder.com took, well, an interesting take on finding a job that you love. Sometimes a bit morbid, gory and definitely surprising, the ads did make one wonder where each would go. They were creative but not necessarily my favorite.
What can small businesses learn from this year's Super Bowl advertiser's approach? That people are always interested in human nature, and whether it was humor or a tug at the heart spot we respond to things that hit us emotionally. The most successful ads of the Super Bowl were those for companies seeking to enhance our lifestyles. Even Bridgestone's "Unexpected Obstacles" gave us something to relate to - running over Richard Simmons, or at least nearly missing him.
Small businesses need to learn first to differentiate themselves from competitors and then find interesting, creative ways to communicate to customers. Determine what value your service or product has and then, for lack of a better term, step outside the box to communicate these messages.
GoDaddy.com created an interactive program to generate click throughs to the company website. This is a great tip for small businesses because the entire goal is to drive business. Moreover, it gives you an opportunity to track interest, since it is nearly impossible to track ROI on advertising unless the customer is given an incentive.
My favorite ads of 2008 are attention getting, humorous, creative, did a great job communicating the brands, and lastly they used incredible star power:
1. Budwesier - The Clydesdale Team
2. Bridgestone - Unexpected Obstacles
3. Coca-Cola - It's Mine
4. Glaceau's Vitamin Water - Jockey
5. Garmin - Napoleon
6. GoDaddy.com - Spot On
7. Planter's (Kraft) - Perfume
8. Pepsi - Magnetic Attraction
9. Sobe Life Water - Thrillicious
10. Under Armour - The Gathering
You can view all of the ads again at Ad Age.
In years past, advertising agencies have tried to outdo themselves from the year before, but the ads that aired seemed like private jokes created by a highly caffinated bunch of executives that were locked in a conference room for too long. This year was a completely different story.
Gone were the futuristic, overdone technology spots and in their place was the return of human nature ads, and some that tugged at our hearts. Especially the Budweiser horse training like Rocky and Coca-Cola's "It's Mine" (you always wanted Charlie Brown to win something!).
Also, there was a new creativity coming from new advertisers - Life Water, Vitamin Water, Garmin and Under Armor. The ads were refreshing and really fun to watch. On the otherhand CareerBuilder.com took, well, an interesting take on finding a job that you love. Sometimes a bit morbid, gory and definitely surprising, the ads did make one wonder where each would go. They were creative but not necessarily my favorite.
What can small businesses learn from this year's Super Bowl advertiser's approach? That people are always interested in human nature, and whether it was humor or a tug at the heart spot we respond to things that hit us emotionally. The most successful ads of the Super Bowl were those for companies seeking to enhance our lifestyles. Even Bridgestone's "Unexpected Obstacles" gave us something to relate to - running over Richard Simmons, or at least nearly missing him.
Small businesses need to learn first to differentiate themselves from competitors and then find interesting, creative ways to communicate to customers. Determine what value your service or product has and then, for lack of a better term, step outside the box to communicate these messages.
GoDaddy.com created an interactive program to generate click throughs to the company website. This is a great tip for small businesses because the entire goal is to drive business. Moreover, it gives you an opportunity to track interest, since it is nearly impossible to track ROI on advertising unless the customer is given an incentive.
My favorite ads of 2008 are attention getting, humorous, creative, did a great job communicating the brands, and lastly they used incredible star power:
1. Budwesier - The Clydesdale Team
2. Bridgestone - Unexpected Obstacles
3. Coca-Cola - It's Mine
4. Glaceau's Vitamin Water - Jockey
5. Garmin - Napoleon
6. GoDaddy.com - Spot On
7. Planter's (Kraft) - Perfume
8. Pepsi - Magnetic Attraction
9. Sobe Life Water - Thrillicious
10. Under Armour - The Gathering
You can view all of the ads again at Ad Age.
Saturday, February 02, 2008
FREE Small Business Summit
Microsoft Small Business Summit
Broadcast live March 24-27, 2008 (12pm EDT/9am PDT)
This FREE online event provides hours of valuable small business programming each day. You'll get tips, advice, and secrets from experts on finance, prodcutivity, launching your business, using the web, and more, all designed to make the hats you wear each day fit more comfortable.
Resigter here for the Summit
Monday, December 03, 2007
Build Your Brand During Slow Economic Times - Be The Stand Out
The real estate crisis, children caring for aging baby boomer parents, the depletion of social security, increase in oil/gas prices, the war.....Trends and economic situations truly impact your business and, contrary to traditional belief, this is the one time when you need to really emphasize your marketing, not cut it out.
No doubt, there will always be situations that make consumers want to stash their cash away in the bedroom mattress than at your business. With all of these economic factors, individuals and families want to save money and get great deals, and to keep your business you are going to have to be creative on driving traffic to your business.
So, people are being more selective about where they spend their money. You can stand out by increasing your visibility during this time and talking directly to the consumer (your message is as important as the highly targeted marketing avenues you use).
Secondly, you want them to know that you understand the financial stress that they (we) are all under by offering limited time sales promotions and events which you can advertise, generate public relations exposure for and promote on premise or directly to your current client base. Consumers have a long memory and they will not only appreciate, but remember, the way you went out of your way to help them continue to enjoy their current lifestyle. And they'll return. Maybe to spend more.
This might also become an opportunity for you to create cross- promotion opportunities with other businesses, and generate exposure with an entirely new audience. By offering special discounts to a neighbor or relative business you are increasing loyalty to both businesses.
Finally, just because budgets are tight and people aren't spending quite as much doesn't mean that you should ever stop thinking BIG when it comes to your business. There are opportunities all around to promote your business. Look for them, generate them and capitalize on them. If you need assistance, look for a professional who specializes in small business, offering affordable alternatives and puts the focus on your success.
Remember, marketing is a long term process. Building recognition and credibility of your brand in consumer's minds can take time and patience. But if you are persistent and targeted with your strategies the future return will be more than worth the time and effort.
No doubt, there will always be situations that make consumers want to stash their cash away in the bedroom mattress than at your business. With all of these economic factors, individuals and families want to save money and get great deals, and to keep your business you are going to have to be creative on driving traffic to your business.
So, people are being more selective about where they spend their money. You can stand out by increasing your visibility during this time and talking directly to the consumer (your message is as important as the highly targeted marketing avenues you use).
Secondly, you want them to know that you understand the financial stress that they (we) are all under by offering limited time sales promotions and events which you can advertise, generate public relations exposure for and promote on premise or directly to your current client base. Consumers have a long memory and they will not only appreciate, but remember, the way you went out of your way to help them continue to enjoy their current lifestyle. And they'll return. Maybe to spend more.
This might also become an opportunity for you to create cross- promotion opportunities with other businesses, and generate exposure with an entirely new audience. By offering special discounts to a neighbor or relative business you are increasing loyalty to both businesses.
Finally, just because budgets are tight and people aren't spending quite as much doesn't mean that you should ever stop thinking BIG when it comes to your business. There are opportunities all around to promote your business. Look for them, generate them and capitalize on them. If you need assistance, look for a professional who specializes in small business, offering affordable alternatives and puts the focus on your success.
Remember, marketing is a long term process. Building recognition and credibility of your brand in consumer's minds can take time and patience. But if you are persistent and targeted with your strategies the future return will be more than worth the time and effort.
Saturday, November 24, 2007
Ho, ho, ho Everyone Wants Big Sales in Fourth Quarter
For public relations professionals, we understand that most publications put their holiday edition to bed at least three months a go. However, the web has made it easier for you to drum up last minute interest, capitalize on fourth quarter sales promotions surrounding the holidays and turn sales into cash that will lead to the continued growth of your business.
Thanks to the Internet news is revolving throughout the day. Web-only publications are always looking for news, opening the door of opportunity for businesses, especially those with a lifestyle-oriented product or service. Some sites like TheCelebrityCafe.com produce more than 40 stories a day! And constantly looking for new stories and products for its variety of gift guides and daily news.
Another great thing about these types of websites is that some use an RSS to help further distribute their news stories into the WWW and sometimes to the desks of journalists around the globe. I always recommend that my clients build an RSS feed from their online press rooms. It does a few things, but the most important of these is make your press releases and news searchable. RSS is easy to set up and, in most cases, is FREE!
The first thing you need to do is define your audience, research websites that the target may read and, finally, pitch them your story or tell the writer why your product/company should be included in an upcoming gift guide.
Gift guides are wonderful, inclusion opportunities for businesses to gain additional exposure. I recommend checking with your local newspaper, entertainment/shopping sites and TV stations to see if they have produced their gift guide/shopping segment for the holidays and if not whether they are interested in including your business. Position the new trend or connect it to recent news and you'll be sure to perk up some ears.
Finally, be aggressive. Editors and producers are in undated with everyone and their mother trying to generate PR, and hence sales, for their products/companies. You can't sit back idle but must, instead, make yourself stand out from the crowd.
Thanks to the Internet news is revolving throughout the day. Web-only publications are always looking for news, opening the door of opportunity for businesses, especially those with a lifestyle-oriented product or service. Some sites like TheCelebrityCafe.com produce more than 40 stories a day! And constantly looking for new stories and products for its variety of gift guides and daily news.
Another great thing about these types of websites is that some use an RSS to help further distribute their news stories into the WWW and sometimes to the desks of journalists around the globe. I always recommend that my clients build an RSS feed from their online press rooms. It does a few things, but the most important of these is make your press releases and news searchable. RSS is easy to set up and, in most cases, is FREE!
The first thing you need to do is define your audience, research websites that the target may read and, finally, pitch them your story or tell the writer why your product/company should be included in an upcoming gift guide.
Gift guides are wonderful, inclusion opportunities for businesses to gain additional exposure. I recommend checking with your local newspaper, entertainment/shopping sites and TV stations to see if they have produced their gift guide/shopping segment for the holidays and if not whether they are interested in including your business. Position the new trend or connect it to recent news and you'll be sure to perk up some ears.
Finally, be aggressive. Editors and producers are in undated with everyone and their mother trying to generate PR, and hence sales, for their products/companies. You can't sit back idle but must, instead, make yourself stand out from the crowd.
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