Archive for the ‘ Media Relations ’ Category

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!


There is a saying in Taoism: “The shape changes, but not the form.”

Marketing to millennials is challenging, but in no way impossible. Many companies have already found success—and even significant growth—because they were able to connect with this up and coming market. Millennials may be youthful, but they are still people with hopes, desires and dreams. They want to interact with you. They want to customize your products. They will do their research and they will hold you accountable.

Millennial Marketing


    | Comments Off on Marketing to Millennials: 5 Tips to Captivating Fascination

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


    | Comments Off on Public Relations-–the key to your trade show success.

Write for Trade Publication

By Steve Staedler for our 15 Ways to Build Your B2B Brand in 2015 blog series

So you have a story idea that you’d like to pitch to a few trade publication editors. While it may sound like a daunting task, it doesn’t have to be, if you ask the right questions and do your homework upfront.

Here are a few tips to help make your pitch successful, while also writing copy that is up to the standards the editor is looking for: (more…)

    | Comments Off on 4 Tips for Successfully Pitching and Writing for Trade Publications


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!

    | Comments Off on The fall trade show season is here – have you done your PR?

The real world is rapidly approaching as I edge closer to my May 2014 graduation from the University of Wisconsin-Whitewater. Although I can say I am extremely scared for what is to come, I could not be more excited to start my professional career in the communications field. In my case, the communications field ranges anywhere from advertising to public relations. So, what excites me about the world of PR? (more…)

    | Comments Off on A student’s perspective on Public Relations


As the fall trade show season is in full swing, exhibitors need to be engaging the B2B press covering these events as a way to further their public relations.

The best way to do this is to invite the media to your booth. Scheduling booth visits is perfect for not only showcasing new products, but also putting yourself and the company on the editor’s radar for future editorial opportunities. This is the real value of getting to know the trade press that covers your industry. Six months down the road when an editor is writing an article that pertains to your product, and they’re looking for companies to contribute, who are they going to call? Editors are more inclined to contact people they know as opposed to companies that they don’t have a professional relationship with. (more…)

    | Comments Off on RSVP! Maximize your trade show success by targeting the B2B press

  • 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…)

    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?

      | Comments Off on Clarke vs. Piers – winning a hostile interview

  • 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.