Utilizing Social Media Like The Big Boys Do

While public relations is still a mainstay for achieving valuable third-party endorsements, there is no doubt that learning to utilize the Internet can take your brand building efforts further.

I am a religious subscriber to only a few solid marketing sites, where my contemporaries share their thoughts and experience on marketing and branding in a 2.0 world. iMedia Connection is a great resource even for small businesses to learn about branding, why it's important to making your business successful and how you can take ideas from the big boys and make it work for you.

This latest article I found very helpful, Learn to Syndicate Your Brand by Adam Broitman. This is his specialty and he offers some great examples of how larger companies are utilizing the variety of social media available and the power of RSS Feeds.

In today's world of millions of web media, blogs and traditional media, a comprehensive integrated marketing campaign is one of the many keys to generating awareness and revenue for your business. The tools that Broitman suggests can easily be manipulated to fit your business, with a little bit of creativity, and support your public relations and advertising or direct mail campaigns. And, it's affordable.

You really have to stay on top of your marketing, though, and ensure that your messages are always new, always relevant and continuously leading consumers to your brand. Once your customers begin recognizing your brand identity it will lead them to trial. Give them a great experience and they may adopt your business long term.

Attracting Media Attention

Generating positive public relations is all about THE STORY. What is your story and why are you unique in the industry or amongst your competition.

When I sit down to learn about a new business I often listen for key things:

1. What is your direct competition in the market like? How unique are you?
2. What made you decide to go into this industry? Is there a personal story here?
3. Do you plan on growing your business by looking at other products and services or expanding what you have to create something new?

Today's media want to cover the hottest new trends. Period. They're looking for something no one else has covered or a lead for a future story.

It's important that you follow your local media (and favorite national pubs) and the writers you'd like to produce a story on your business. Also, following national trends and jumping on opportunities can be extremely beneficial.

Take the green movement right now. Everyone jumped on the Earth Day bandwagon and it was a crowded news week, but did you know that there are two other noted dates on the calendar dedicated to green living and recycling?

With the down turn of the economy everyone is looking for new ways to save money. Editors might be more interested in your budget-friendly product/service, upcoming promotion, discount or sale than you know. It's all about being aware of what's happening and seeing how your business is applicable. When trends are hot, journalists are looking for all kinds of tips.

For the DIYers it can be as simple as writing a related pitch to the writer connecting the trend to your business. If anything they'll keep your information on file as a potential reference for a future story. That's the kind of expert positioning that builds real credibility!

How would you answer the questions above? It could determine whether your PR program is successful or not. Think like a journalist, interview yourself and dig through what's specifically interesting about you and your business. Journalists don't want the same information and story they've already written. They want something new and of current interest.

Believe me, everyone has a unique story to tell and it's always interesting.

Keep Your Business in The News With Growth

Over the years I've worked with a wide variety of businesses. Corporations that missed the mark in communicating to their customers and shut down, those that refused to put money in to appropriately making a mark in their industry, those who've been successful all around and businesses that went to market with one product, and one product only to wonder within five years why they're going belly up.

This last group, while successful initially, begins to decline and fall off consumer's radar because they failed to grow their business and keep their key messages in front of customers. They fail to continue generating their brand.

When you start a business with a simple idea you can't forget to consider where your company can go. Becoming a successful long-term entrepreneur, or business owner, is defined by your ability to grow; to look forward and branch your company off into including new products and services.

This is really important not only to overall success but to the success of ongoing marketing programs.

Understand one thing about public relations, if you don't have a story or a new story you will stop generating press. The same can be said for other forms of marketing where your messages can become stale over time. While media outlets will be more than happy to take your advertising dollars, the message will begin to bounce off consumers with no impact whatsoever.

One of the first things I consider when I talk with a new potential client is whether or not they have a vision for their business and ideas to grow it by creating new products and services to meet the needs of a broader audience. For me as a publicist it means two things: the company will either become a one-time client or a long-term client. I prefer long-term clients.

To be honest, you can get all the media in the world when you launch your business and become outrageously successful, but the reality is that unless you keep that momentum going by developing new brands for your business then that success will begin to reverse and you'll be left wondering why your customers aren't returning.

Starting and owning a long-term successful business in today's world demands ingenuity, drive, passion, and the desire to become everything you know the business can become. It also requires actively marketing your business. You can't afford to manage your business any other way.

How Crunches in Media Effect You

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.

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.

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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.

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.