Archive for the ‘ Media ’ Category

  • Tuesday, September 22nd, 2015

  • 3 B2B Social Media Management Tools We Love

    B2B marketers have come a long way recognizing the importance of social media for reaching their goals. And as B2B marketers, we like to make our work more efficient and more effective. That’s exactly where social media management tools come in: They help you manage all of your different B2B social media accounts, provide you with statistics and more.

    Social Media Management Tools

    As hundreds of these exist, it’s easy to get wrapped up in all the possibilities, so here’s a quick roundup of our favorites:


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    Instagram is a great way to connect with a young, tech-savvy audience… but how can you get that audience discover you? Here are six quick and easy steps for gaining Insta-followers:

    Improve Your Instagram Profile

    1. Start at home. Get your people involved. Here’s what you’ll need to ask them to include:
    -Instagram handle must appear on all of your brochures, flyers and business cards
    -Hyperlink in your e-newsletters and ask those readers to start following you on Instagram.

    2. Start a conversation. Like and comment on the photos of your existing followers. Interact with other Instagram users by following, commenting and “liking” their photos. It’ll bring extra attention to your account and help you gain followers.

    3. Explore what’s trending. Increase engagement by using popular, trending hashtags. When you find some that are applicable to your business or brand, use them in your own posts. This is a great way to reach outside of your existing followers and connect with Instagram users around the world.

    4. @mention followers. To “@mention” someone, you type @ followed by the username in a caption or comment ex: @LePoidevinMarketing
    When you publish your photo, every Instagram user mentioned in the post becomes clickable. The user is notified they were tagged, and the tagged name leads your followers to that Instagram page. Showing interest or appreciation increases engagement with that follower and connects you to their followers.

    5. Share exclusive content. Reserve certain photos and graphics for Instagram followers that aren’t posted on Facebook, Twitter or other social media accounts. This makes your Instagram followers feel special and keeps them checking back for more.

    6. Run a contest. Running a contest can help you quickly expand your reach:
    -“Like to Win” contest: Simply ask for Instagram users to “like” an update.
    -“Hashtag User Generated Content” contest: Create a contest-specific hashtag and ask participants to enter by sharing a photo or video using the contest’s hashtag.

    Follow this plan, you’ll get Insta-likes and… eventually…you might be Insta-famous!

    What does it mean when the air begins to warm and the leaves start returning to the trees? It’s time to start gearing up for the busy trade show season of course! But before heading to the airport, hopefully you accomplished a few tasks ahead of time to make your show successful.

    Did you write and distribute a news release about your involvement at the show? Industry B2B publications often include a trade show preview section a month prior to the event highlighting exhibitors. This is a great way to receive free publicity and credibility prior to the show.

    Trade Show PR


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    What does it mean when the air begins to cool and the leaves start to turn color? It’s time to start gearing up for the busy fall trade show season of course! But before heading to the airport, hopefully you accomplished a few tasks ahead of time to make your show successful.

    Did you write and distribute a news release about your involvement at the show? Industry B2B publications often include a trade show preview section a month prior to the event highlighting exhibitors. This is a great way to receive free publicity and credibility prior to the show.

    Did you set up booth visits with the media? Trade press editors allocate several hours each day walking the show visiting with certain exhibitors. If you want to be sure they visit you, invite them. Editors are always interested in seeing new products, and can secure valuable post-show coverage in their publications.

    Did you create press kits for the media? When editors visit your booth, they’ll want some information to take with them. Help them out by preparing press kits on your company. Recent news releases, biographies on key personnel, company history, product information and photos are some of the items that should be included in your press kits. Having them pre-loaded electronically on travel drives makes it easier for editors to access.

    Following these simple PR tactics will help make your trade show a success. So what are you waiting for? Start writing your trade show release today!

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  • Wednesday, July 31st, 2013

  • Take your message on the road

    The key to any successful product launch is to engage the press and get them excited about it. In the past we’ve done a number of media tours in which we’ve invited the press to our clients’ facilities to see their products in action – a tactic that’s worked very well.  Download our free white paper, here.

    Recently, we took our media tour program and gave it a slightly different twist for our conveyor client. Instead of bringing the media to the product, we brought the product to them. (more…)

    We’ve all heard them for years now, but nobody seems to have an answer to the following questions.  Where has journalistic integrity gone in America?  Where is the balanced approach that every true disciple of journalism must take to report both sides of the story?  What’s happened to reporting the truth, and letting the viewer/listener make up their own mind?

    And news reporting just gets more unbelievable and unbalanced as the months drag on. (more…)

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    Chances are you didn’t see Milwaukee County Sheriff David Clarke on Piers Morgan Tonight last night, as virtually nobody watches Piers Morgan these days. But if by chance you did, you saw Clarke follow his media training perfectly, specifically by maintaining his composure and not taking the bait laid out by Morgan.

    Throughout the interview Morgan kept prodding Clarke, trying to put words in his mouth and constantly talking over him. To his credit, Clarke stayed on message and tried to explain his position calmly with back-and-forth dialogue, but doing that with Morgan these days is a challenge in itself. To me, Morgan comes off as arrogant as he really had no intention of debating the issue of what Clarke actually said in the public service announcement. Rather, he accused Clarke of sensationalizing the ad by using a Hollywood voice to scare people, interrupting him and pushing his anti-gun agenda.

    From a performance standpoint, how do you think Clarke did dealing with this hostile interviewer? What do you think about Morgan’s performance and his style of questioning?

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  • Tuesday, January 15th, 2013

  • A case study in waffles

    Who doesn’t love waffles? Right, everyone does. And bet you didn’t know that the top 10 frozen waffle vendors sold nearly $500 million in product last year?

    We just finished up a case study in which a major waffle manufacturer renovated their facilities and upgraded their equipment by using our client’s conveyors on a new freezer line.  

    The key to writing an effective case study is to clearly identify an issue that the end user is having, and how your product came in and saved the day. These stories typically follow a problem/solution/result format. By their very nature case studies can be a bit promotional as you do need to talk about a product and the solution it provided, but remember to keep the adjectives and glowing reviews to a minimum.

    Strong photography or video is also a must. Photos or footage of the product in action will best help the case study come to life, and many media outlets are now using streaming video on their websites as another way to highlight these stories. 

    Following these tips will make your case study memorable to readers and appealing to editors.


  • Tuesday, December 11th, 2012

  • Earning a bit of capital by saying no

    The other day an editor called me asking if our tooling client could answer a few questions about hydraulic tools for an upcoming story he was working on for his wind-focused publication. I told him we’d likely be interested in participating and that I would line up an interview for him.

    After some discussion with our client we decided to take a pass on the opportunity as they’re not a big player in the hydraulic tool area, especially within the wind market. We decided we didn’t have a lot to offer to the editor on this particular topic, and wanted to give him enough time to pursue a different manufacturer that does have a deeper hydraulic offering. The editor thanked us for being upfront and honest with him.

    I think it’s important to note here that we didn’t try to ram through products or our messaging in a story angle that wasn’t the best fit for both us and the publication. We didn’t waste his time and it allowed him plenty of time to follow through with a different source for the story. Hopefully our candor will help keep us in mind the next time he has a tooling story that we may be able to contribute – sometimes saying no is the right thing to do for both client and media.

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    There were easily more than 1,000 exhibitors at Pack Expo last week in Chicago, and every single one of them should have been engaging the B2B media covering the show.

    Inviting the media to your booth is a great way to showcase your products to the press, further the professional relationships between yourself and the editors and generate some post-show publicity. In a large event with 1,000+ exhibitors all vying for attention, engaging the media and setting up booth visits sets you apart from the crowd.

    During the course of the four-day show we set up several booth visits for our two exhibiting clients, and also organized a dinner on behalf of one of our clients where we invited the press as a way to thank them for the coverage and interest they’ve given them throughout the year.

    Trade shows are no time to become passive; the more proactive you are with your PR, the more successful your show will be. 

      | Comments Off on You’re invited! Trade show booth visits are a great way to engage the B2B press