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I’m sure all of you know what a “tagline” is, right? Well, if you are not sure, then visit Wikipedia for their true definition.

A good tagline is one that is used with a company name, or logo. PR Clients are constantly searching for the right tagline that meets their philosophy, or helps set them apart from the competition. Companiestaglines for publicity clients that succeed in finding the right tagline are usually copied. For example the Nike tagline, or slogan as it is sometimes referred to, is “Just Do It”. What about the milk tagline, know what that one is? Right, “Got Milk“. But is seems that pr clients get tired of these and feel a need to change it every few years. That is something all advertising agencies and publicity professionals need to consider. If your pr client feels it is time to change, be sure you do your homework. Do they really need to do this? Are their customers thinking of them as an old company, or stale in their products/service because of the tagline? If so then maybe it is time to change.

An article in marketing pros discussed this in brief. The article mentioned Tate Linden, author of Stokefire blog, said many companies are not quite sure what a tagline is supposed to do. If that is the case, then maybe they don’t need or shouldn’t have one.

Just like those successful taglines, Just Do It, and Got Milk. Everyone was placing their logo, or name with these tags. Another person, Spike Jones says “never pick a tagline that just anyone can use” He goes on to say if you can easily place the tagline with another company logo, then it isn’t a good tagline.

I agree in most cases, but if you are able to conquer the market with a generic tagline like Just Do It, everyone knows you stole that from Nike.

Taglines are not just for pr clients and their companies. Look at TV shows, like The X-Files. Their tagline was “The truth is out there”. The shorter the tagline, the easier it is to remember.

So does your pr client need a tagline? Or do they already have one but are not using it wisely, or are they not including it in all their pr marketing strategies? If that is the case, maybe you need to promote the tagline with their name. As publicity professionals, and marketing agencies, it is up to you to guide yourr pr clients in making the right decision. If not, then someone else might take away that business from you. Need help, give me, George Carson a call. I’ll make sure you keep that pr client with taglines that work for them.

Advertising agencies and publicity professionals use different advertising marketingPR Marketing Strategy strategies to promote a pr clients products or services. Do you know what marketing strategies are being developed for your company? If you are not sure, then use this information as a guide to get a better understanding of what marketing strategies are about.

First, if you Google the term “advertising marketing strategies“, you will see that Wikipedia defines it into three main areas. They are:

1-Weak Strategies

2-Middle Strength Strategies

3-Strong Strategies

I want to concentrate on the strong strategies in this blog. When you see an ad campaign, or even a publicity campaign, and you feel good about it. That’s what strong strategies are about. It gets to the inner feelings of someone. An example would be, in wikipedia, the Geico commercial. Although it does have the qualities of a strong marketing strategy, I do not feel it is the best example. Not everyone feels good about or relates favorably to that the little Geico character.

Think of yourself when buying something that you really liked, such as a new car, or when you booked that vacation to Hawaii. It made you feel good. And why did you buy that specific car, or plan that special location for your trip? It is because you felt good about it when you were first exposed to the campaign. It was the creative marketing, or pr marketing strategy, or the special publicity surrounding the product that started to give you these great feelings.

As the definition says, creative strategies promote great publicity campaigns and sales promotions. So now that you, as a pr client, or even a publicity professional, know what the advertising marketing strategies are, start using them to improve your campaign. It can only make it better.

With all the hype and interest of the Internet, you would think it has the lion share of media dollars. Instead it seems that pr clients, media buyers, and pr marketing strategies are still embracing old habits of media—broadcast (TV and radio).

It surprised me a little since I see a lot of pr clients, as well as ad agencies placing millions of dollars into the Internet with ads, keywords, social media money, etc. But I think you need to evaluate what is really happening. First, we are in an election year. And actually last year had many legislative issues that the people voted on which fuels the media in the strongest markets through TV and radio. That could be why these past 18 months have shown a surge in traditional broadcast media buying. There is a great article in iMedia Connection that has a graph and explains further, by the author, his viewpoint on this topic. The title of his article is “Get more relevant with niche media

If you are seeking different ways to grow your business, then maybe this is the time to get noticed. Start developing a social network, a company blog site, or begin using your web site to attract more customers. When one segment of an industry such as TV or radio are scarce with ads of your competitors, then switch back. But keep in mind that timing is everything. If you are a B2B company, or a retailer, or a manufacturer, then check to make sure you are not promoting, advertising your company in a down time. Such as Christmas, unless you are selling hi-tech stuff, or toys.

We are now entering a heavy media buying season for political campaign advertising, re-think where you spend your marketing and advertising dollars. I would recommend that you look into establishing an online campaign. These are much less costly than a TV campaign. And it will generate a lot of customers, as well as create a branding position for your company or products. PR Clients need to be more sensitive to this as do media buying agencies, media buyers and advertising agencies. This goes for publicity professionals as well. PR Agencies need to better understand how to use online publicity as a means to be visible for pr clients. While the broadcast media gets hammered with political campaigns, then immediately following is the holiday season, promotions now can be the best time to develop that needed online campaign.

Take advantage of the next six months by establishing your company to be positioned on the first page of all the major search engines. Even at the top, maybe the top three positions. And it is possible to do this without purchasing a lot of keywords. I can’t go into how to do that in this short blog, but I will be more than happy to explain how to do this effectively and get results. Just call me, George Carson, at 949-477-9400.

Learn how to create an effective email campaign.

Advertising agencies and publicity firms do not understand fully how to help pr clientsemail marketing with their email marketing. That’s because they have not taken the time to learn the new rules of cyber marketing. Anyone can send an email. And yes, I am sure you get a lot of junk mail. It is estimated that business people receive over 300 emails per week (a low average I would guess), and of that, 62% is junk email.

PR Clients should understand that potential customers could open their messages as well as existing customers when the proper use of email marketing is performed. Several topics exist on this subject. And if you Google the term “email marketing”, you will get 415 million results to search through. Instead of struggling through all this, you can start with a company called Elite Marketing. I don’t know this company personally, but know of them. The company’s site offers a lot of great information to point your email campaign in the right direction.

Publicity is everywhere, that’s what I profess all the time. Email is part of publicity. If you are a pr client, or a publicity company creating pr campaigns, be sure to use the proper ways to implement an effective email program.

A few tips for a successful eMail Campaign. These and more tips can be found in the Elite Email site.

1- The Subject Line. This is most poorly worded section. Yet, it is the most important because the “subject’ is how people decide if the email has any value to them.

2-Keep it short. Long explanations in the subject are not good. Keep the description short. And to the point.

3- Overly Exaggerated Subjects Doesn’t Fool Anyone. For example, don’t make claims that people know are false, such as “we can make your dreams come true”. Be honest and direct. Your email will have a better chance of being read.

4- Have a call to action. Be sure to give a reason for the reader to contact your company. Sometimes it can be through a “coupon” campaign, or a special offer at the end of the message.

There are dozens of tips you can find on the site mentioned and as well as other sites. So take the time to make sure your subject and the message are well written. Have a pr professional or copywriter help construct the message. Email is part of a pr marketing strategy. Use it wisely and your pr clients will results.

If you need additional help with your pr marketing, we offer FREE advice. Contact George Carson, or visit our web site, Carson Marketing Inc.

Publicity is Everywhere Series- “Follow-ups”

Almost all companies, including PR Clients, advertising agencies and  major manufacturers do not make follow-up calls to exisitng customers. Why? Because sales people are too busyincrease business making calls to “potential”, or new customers. Usually it is considered a sure account when a customer is already buying from your company.

That type of thinking is what causes PR Clients to fall and loose profits. Stop for a minute and think about that. If you, as a pr client, or any company has the sales team always calling “new and potential” customers, who are they calling? It is your competitors customers, right? Well, then wouldn’t you think they (competitors) are calling YOUR customers as well! Why not have your sales team use some pr marketing strategies and other publicity tactics that are a sure fire winner. One of those tactics is called “follow-up calls”. Simple, isn’t it? Consider yourself being the customer. Or better yet, isn’t it great when a vendor calls just to see if everything they are doing is working for you.

Makes you feel good about them because they took the time to be interested in your company. This simple form of publicity can gain you favorable and positive rewards with clients. We try to remind our pr clients that they can increase sales by staying in close communication with existing customers. Why wait until you get a letter of cancelation from them to make a call. Or find out later that your competitor is gaining a tight relationship with the new buyer.

If you don’t believe me, then go to an expert in the communication field who speaks of this exact topic. His name is Ari Galper. His company is called Unlock The Game. Ari has many different topics to help companies look beyond their traditional work habits and change their thinking to be more proactive.

After you listen to a few of his topics, then give us a call. We can then help you with the marketing, publicity and promotional programs to make great things happen for your company.