Filed under: Tip of the Day, Uncategorized
Salespeople, dontcha just wish you could be better at everything?
Well, now you can! Thanks to Advantages magazine’s June article titled “How To Do Everything Better Guide” now you can be all that you ever wanted to be, and more!
— Want to be a wine expert for you next client dinner?
— Need tips on how to create an effective product video?
— Looking to ramp up your return on investment (ROI)?
— Befuddled by that darned Twitter bird and want to know how to tame it?
It’s all in here, plus so much more! So what are you waiting for? Become better at everything now. And in the meantime, here’s a little teaser on how to get better press:
HOW TO GET BETTER PRESS
“More than ever, news releases have become tools used to communicate directly between your brand and your clients and prospects, as well as a way to captivate the interest of reporters and editors – the gatekeepers to traditional and online media outlets,” says Dick Pirozzolo, founder, Pirozzolo Company Public Relations.
- CHOOSE GOOD SEARCH WORDS. The people you are trying to reach likely have set up Google searches to receive e-mails alerting them to news that matters to them; include the search words prospective customers would use to find you on the Web in every release. Also, include your website URL and the URLs of any authorities quoted in the release, and post the release on your website. Pirozzolo says it’s also a good idea to create a virtual newsroom apart from your website as a go-to source for journalists to get any of your company news, access to experts, video clips and high-resolution photos.
- DON’T RUSH IT. Too many PR pros boast how quickly they can knock off a news release. Pirozzolo once spent a month on a single news release touting the health benefits of wild blueberries. “We wrote and rewrote and revised more times than I care to think about,” he says. Ultimately, that one release launched a campaign that generated coverage in Vogue, in Martha Stewart Living (magazine and TV), on the cover of Time magazine, and in hundreds of major daily newspapers. “The impact of that single release came from thinking about what we wanted to say, not how fast we could say it,” he says.
- BE SPECIFIC. Read your press release about your new product, and replace the product name with the words “canned soup.” If the release still makes sense, then the language is too superficial and not specific enough to have much impact on journalists. Rewrite.
- WRITE HIGH-IMPACT SUBJECT LINES. Grab attention in the first four words of your subject line, or you have no chance, he says. Since the majority of news releases go out via e-mail, the subject line is the only shot to grab an editor. “Texting kills careers, study shows,” is a release subject line Pirozzolo’s firm used to generate press for a writing software company.
- LOOK OUT THE WINDOW. Keep tabs on what’s going on outside of your organization that relates to your news. Tie your release into the latest current events, and watch your release readership increase.
Filed under: Tip of the Day
Did you know … advertisers and marketers are projected to spend $11.6 billion on mobile media in 2012, nearly double the $6.3 billion spent in 2011. Bottom line: Now is the time to take the step into mobile marketing.
For its June issue, Counselor magazine went in search of ways to target clients via the mobile realm. Looking to get into mobile marketing, but don’t know how? Then this article titled “A New Marketing Order” is for you!
And in the meantime, here are four tips on how to create engaging mobile and social media marketing that works:
- Back Off
In any campaign, clients want to be informed but not inundated. Eleven e-mails in a day is not likely to make them jump any faster. Spread out e-mails, social media posts and other electronic announcements.
- Make it Compelling
Yes, that new red pen your company is pushing may seem like the coolest thing going, but it’s likely just another product offering to a client. Tweeting about how a celebrity used it recently, for example, might be much more compelling than stating that it’s on sale.
- Mix it Up
Think tweets are cool? Great. Just make sure you don’t inundate clients with those alone. It’s crucial to connect with customers through many mobile marketing forms (Facebook, text messages, QR codes and the like) so that your message remains fresh.
- Leverage Connections
Mobile marketing doesn’t have to be just for pitching. Some distributors use sites like LinkedIn for recruiting or learning about clients moving to different companies. That’s as helpful to their companies, they say, as simply posting product information electronically. In addition, distributors should leverage certain mobile tools (texts, for example) that are more likely to be received in the business world where workers are often not paying for them, as opposed to the consumer world, where individuals are more wary of opening a text from an unknown sender that they then have to pay for.
Filed under: Tip of the Day
Looking to create a top-notch direct-mail campaign but aren’t sure how to start? Here are four tips to get you going! From the Stitches State of the Industry 2012.
- Design your campaign around a fun theme, but don’t forget to emphasize why distributors should do business with you. How can you help them increase their sales or stand out to their customers? Why should you be their go-to supplier for your product category?
- Create a multi-part direct-mail campaign. For example, send your targets a postcard, then a lumpy mail package – which is a mail piece that includes a logoed promotional product, perhaps your own – and then a follow-up postcard, e-mails and viral marketing tactics.
- Include a call-to-action, such as a special offer, discount or free sample, if the prospect contacts you as a result of the direct-mail campaign.
- Follow up with all of your prospects with a phone call after they’ve received all of the direct-mail pieces.
Filed under: Research
Hot off the press! The Stitches State of the Industry 2012 is now live, and in it you’ll find tons of info and success strategies to keep your business profitable.
Today’s tip of the day comes from the Marketing Tactics section:
If you’re considering adding hard-goods advertising specialties to you shop, there are three areas you should look at, according to Jimmy Lamb, manager of communications and education for Sawgrass Technologies:
- What equipment is required for the products I want to decorate? “Hopefully, you can do multiple products with whatever equipment, say a pad printer for pens and markets, that you’re going to invest in,” Lamb says. “Also, sublimation is an easy, inexpensive way to do desktop digital printing for a wide range of products such as mouse pads, coffee mugs, plaques, signage, flip-flops, soft laptop sleeves and drink koozies.”
- What promotional items can I make real money from? “Part of that is quantifying what promotional products have reasonable margins for you,” Lamb says. “Go to an ASI Show (www.asishow.com) to learn more about the promotional products world. Immerse yourself, find out what products suppliers are offering to ASI members, what they’re charging ASI members for the products and what they retail for.”
- What will be my ROI? Lamb says decorators can expect to spend between $500 to $2,500 on equipment that allows them to imprint promotional products, so they need to estimate how long it’ll take the machine to pay for itself once they begin to sell and decorate promotional items. You can also survey your current customers to ascertain the demand for advertising specialties. – Shane Dale