Archive for the ‘ Public Relations ’ Category

News flash! Just because your website has a mobile responsive design doesn’t automatically mean people will respond to it.

As we move into new mobile platforms, there’s a lot of value in exploring what worked in the heyday of traditional direct mail advertising. David Ogilvy said direct mail was “first love and secret weapon.” The principles that made his direct mail campaigns successful can help all of us develop great mobile marketing content.

Let’s look at what he said:

“Tidy, well organized layouts actually increase coupon returns.”

DAVID OGILVY

Mobile readers view content differently than they did on a computer screen. We need to rethink how we approach graphic design when presenting mobile content.
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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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Amp Up Your Public Relations

By Jenny Kosek for our 15 Ways to Build Your B2B Brand in 2015 Blog Series

Public relations, marketing, and advertising are terms that get tossed about interchangeably, which is unfortunate because public relations is a decidedly unique animal compared to the other two. And when done well, it can make a positive impact on your business.

Public relations is simply “using the news or business press to carry positive stories about your company or products.” PR is all about the relationships you’re building with the trade press, media, and potential clients, and leveraging those connections to convince those people to talk about you – at no cost to you. That’s the real beauty of PR: while it takes time, it does not take additional money in the way that publishing an ad campaign or printing new sales brochures does.

How do you begin connecting to the media and letting them know that your business is interesting and worth talking about? This is where an agency can really help you make a splash. Marketing and PR agencies familiar with your industry already have these connections established, allowing you to essentially skip Step 1: Find the press and jump directly to Step 2: Get the press to notice you.

Editorial calendars are a great place to start when getting your foot in the door with a trade publication. Is there an article you can prepare that will display your thought leadership or expertise in a particular topic trending in your industry? Publications are always seeking good content, so reviewing an editorial calendar and pitching a story idea that relates to the scheduled themes or topics is a great PR option. Just remember, an editorial is not the place to sell your product or business (buy an ad to do that!).

If your knowledge doesn’t seem like a good fit for any upcoming editorials, you can still put PR to work for you. Create content – blogs, white papers, videos – that informs, but doesn’t sell. Show that you understand the industry and the challenges your customers face. Then put it out on the web or share it at meetings or tradeshows free of charge. These goodwill marketing pieces help make connections with your brand that can develop into genuine sales leads.

Finally, consider sponsorships and charitable donations as a way to build coveted “good PR.” We’ve all heard marketers on TV say that of seemingly touchy-feely, profitless endeavors, and absolutely it’s true. Showing that you’re connected to your community and the greater good makes customers and employees more sympathetic towards and willing to support your brand. Do some good, send out a press release, and strengthen your business in the process.

Ultimately, your PR strategy should be a distinct but equally strong branch of your overall marketing strategy. Don’t neglect this important channel, which, when done properly, may shape public opinion of your brand more than any other.

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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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  • Tuesday, August 5th, 2014

  • Social Media Explosion?

    At times my staff looks at me cross-eyed, thinking me a dinosaur without a clue.

    Dinosaur

    I’m being told by my associates, bloggers, fellow agency owners and assorted “experts” that online and social media are not only the “way things are today”, but that all forms of traditional marketing communication will soon be online only: Print is dead. PR is all-digital, all the time. Trade shows are a thing of the past. And, don’t even bother employing direct snail mail.

    Yet, I have also read snippets from individuals like Bob Hoffman, the Ad Contrarian wherein he states the data doesn’t necessarily support the above comments and that in fact, traditional forms of media and communication still work.

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    As a child, you are told that it pays to be positive. This theory has carried through as I’ve grown older and ventured into the professional world, particularly when it comes to writing. You shouldn’t write negative headlines – it gives the wrong message for your brand. But a recent study is telling people to bring their worst and it may give the best results.

    In a study of 65,000 headlines, Outbrain compared positive, negative, and no superlative (using words like best or better) headlines. The study found that headlines with positive superlatives performed 29 percent worse and headlines with negative superlatives performed 30 percent better. The average click-through rate on headlines with negative superlatives was 63 percent higher than positive ones. (more…)

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    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…)

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  • Monday, January 27th, 2014

  • Are you ready for the deep end?

    My little guy – a breath away from age 4 next month – had his first-ever swimming lesson earlier this month. As many parents, the height of anticipation and expectation was overwhelming for me – I wanted him to have the perfect swim stroke and a great flutter kick right from the first minute. My own miniature Michael Phelps.

    And, he did well – not perfect, but listened to his teacher and paid attention. When it came to the free time of class, he was insistent on swimming off to the deep end. The worrier mom that I am, I kept saying no, but he kept taking his kickboard and heading towards the unknown. It was a hard lesson to explain to my strong-willed toddler that he needed to work his way up and learn more before he was ready to swim to the deep end. (more…)

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  • Friday, November 22nd, 2013

  • Crowdsourcing with MobCraft Beer

    While I am not much of a beer connoisseur, I must say I am impressed with MobCraft Beer’s approach to developing new ideas while building a loyal customer base using crowdsourcing.

    I have been fascinated by the concept of crowdsourcing and its application to marketing and public relations since discovering it several years ago. The term “crowdsourcing” was coined by Harvard grad Jeff Howe in 2006. Crowdsourcing involves solicitation of ideas from key target audiences, typically in a cost-effective, participatory manner. The concept has actually been around for years, but the Internet and social media offer unique ways to leverage these virtual brain-storming sessions. (more…)

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    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