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Effective Publicity programs

Clients are always looking for better ways to reach their target audience. And let’s not forget, at a lesser cost.

For example, we (as consumers) are constantly being sold to. Usually with direct mailers. That’s because advertisers believe by using direct mail they are reaching the specific audience and can tell them how great their product is. Many times, you receive an incentive if you react quickly to their program.

But stop and think for a minute. Direct mail is good, but it is also very costly. Postage is always increasing, as is the printing of postcards, letters, etc.

What is the alternate solution? Mix your ad program with a Publicity Campaign. Think of it, trying to reach 100,000 or 500,000 potential customers with a direct mailer is expensive. But you can reach these same people, and a lot more with a well planned publicity campaign. And that published article is more credible than a self-promo mailer.

A Publicity Campaign should include several elements. A press kit, a series of releases, an article for submission, and above all, a blog site.

Yes, today the RSS technology is making excellent inroads to the media, and your customer base. Whether you are selling B2B, or directly to consumers, a blog site should be part of your media mix.

When planned and executed properly, a publicity campaign can out perform a controlled media ad campaign. Plus you will be reaping the positive rewards from the media much longer than the dollars you paid for that magazine or broadcast ad.

Now is the time to get smarter and leaner, get a publicity campaign together. At worst it can only improve your image!

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