Marketing a Business with Publicity

Staying ahead of the competition

It is an on-going struggle to keep a business profitable. For that reason alone, you need to make sure you have a plan that includes all the marketing tools and publicity programs available. Whether you are a publicity agency, a pr client, or a marketing company, you need to implement some of these suggestions:

  • Keep in touch with clients. Sounds simple. How many times this year have you contacted a client just to see how things are? One suggestion is to draft a letter that can be sent to all customers. Ask if your company can be of further service, or if they have any questions about a recent order you sent to them. This can be generic, but the intro and the addressee should be personalized.
  • Flyers or Postcards. Another excellent way to stay in touch. Use flyers or postcards to let your prospects and existing clients know about any new products or services you are offering. Unlike a letter that is more formal, these get read faster and can generate more immediate responses.
  • Internet marketing. Use email to keep them informed. You can convert a postcard or create a flyer that can be sent as an email. Don’t forget about your web site. Make sure it is informative. What, you don’t have a site! And if you do, when was the last time it was updated? Keeping content fresh is important in today’s web marketing.

These are just a few ideas that should help you get back on track. Communication is important. This is another reason why a publicity campaign should be part of your overall media mix.

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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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