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5 Angles to Pitch to Media

news_reporterWith so much emphasis these days on social media and the Internet as sources of news and information, many small business owners overlook the local news reporter as a potential platform for public relations. Reporters need stories to fill up their time slots, whether it be 30 seconds on the news or a recorded video for a website, social media page or other form of communication. Most news outlets are allocated approximately 6-7 hours a day of television programming, not including commercial teasers. That is a huge opportunity to pass by.

The Snyder Group Inc. offers some pointers on how to capitalize on the media.

Find something new or innovative that you want to announce. People seem to love the word “new” and are always on the lookout for the latest and greatest thing. So, if your small business is offering a new product, service or some change to what you have done in the past, get the local reporter involved. Push the “human interest” aspect of how this is going to be great for the economy, the community and for those who seek you out.

Offer your area of expertise in conjunction with another story they are featuring. Has a certain event been front and center on the news? Do you have some knowledge on that topic? Reach out to the local news station or newspaper and offer to share your insight. Let’s say you operate a child care center and are well-versed in children’s safety. During the summer months, you can offer tips on water safety or outdoor play or avoiding bee stings. Something that is relevant. Parents watching that story will remember your center’s name. The news reporter doesn’t have to hunt down an expert. The story writes itself.

Does one of your employees go beyond the call of duty on a regular basis? Perhaps you would like to recognize that employee for his/her service to you and others. You could ask the local news outlets if they would help you “surprise” the person with an award or recognition. Again, the positive actions of you and your employee make a great human interest story for the reporter and you get some valuable face time on the news.

Are you hiring? Are you thinking about hiring in the future? With so many people looking for work these days, asking the local media if they can feature your company shines light on you and your company. Get their buy in for how this will make the neighborhood better and how you are looking for people who care as much about the community as you do, people who are avid readers or watchers of the news station or newspaper that you love. This works well if there are competing news outlets in your neighborhood.

Is your company partnering with another company to do a charitable work? Or complete a project? If it’s local, it’s news. Let’s say you are a realtor who has helped a home buyer link up with a lender who specializes in a certain kind of loan. Let’s say that lender did an awesome job and your home buyer was impressed by you making the connection and by the lender making the loan. Tell someone about it. Tell the news you’d like to commend the lender publicly for helping a local family so quickly. Sure, you are putting the light on someone else, but you are also putting the light on yourself.

Public relations and publicity can come from a variety of sources once the imagination gets flowing.

If you need help brainstorming ways to reach out to the media in a genuine and authentic way that will make them just as invested in your business as you are, we can help.

Contact us today and ask about our special offer that will help you reach the media and the public in meaningful ways.

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PR Ideas for a New Product Launch

product launchMost consumers expect a flood of new products in the fall, in preparation for Black Friday and the kick off of the holiday season. Marketing opportunities are around every corner, from traditional advertisements in the newspaper to infomercials on television. Planning for these new product launches begins months in advance.

As a business owner, you need to think outside the box when it comes to getting your share of attention in the midst of everyone else trying to get consumers’ attention.

Cision.com offers some tips for being a little more creative with your PR and marketing strategy for your new products or services.

Don’t overlook the impact of a trade show. Yes, you will be surrounded by other people with similar ideas, but it is the quickest way to get the attention of the largest number of people in one place without investing your entire advertising budget. Your audience will consist of reporters, bloggers, consumers, critics, buyers for large retailers, buyers for online marketplaces, and a whole host of other curiosity-seekers who may see your product and spread the word.

Create something consumers didn’t know they needed until they saw it. This comes with some trepidation as you don’t want to be the product that ends up in the close outs section of some store a year from now; however, if you can think of something so ingenious that people will wonder why they didn’t think of it, you have a foot in the door. You can create some buzz, some anticipation. People will be curious to try it out and you’ll get some valuable PR and advertising. If you can give away some free samples of the product and have product testers provide reviews of the item, you can feature real world feedback about the usefulness of the product.

Something Old. Something New. Maybe you are not in a position to develop a brand new risky product, hire testers and then collect feedback data. Perhaps your business just isn’t in the business to take a chance on risky innovative things. You can breathe new life into something that already exists.  Perhaps your business is selling men’s fashion ties. You may think that there is no way to re-launch that and get some new interest. Ties are ties. People either buy them or they don’t. But… what if you found another use for those ties in fashion? What if you featured a different demographic? What if you jazzed up your patterns and styles? Then, you could have a contest for the most creative non-tie use of the tie as a fashion accessory. Buzz created. Minimal risk and effort on your part.

Take advantage of the consumer’s interest in videos. Short, impactful, creative. People spend hours trending and hashtagging their favorite videos, which could be as short as a few seconds or as long as a few minutes, as long as you have something to say. Once upon a time, people waited until the Superbowl to see innovative commercials, but now, thanks to YouTube and other video hosting sites, you can search for new product videos all the time. People share fun videos. Aside from the production cost of the video, your advertising dollar can be stretched in ways you probably hadn’t thought of.

Think about rebranding. If the reaction to your products and services just aren’t catching the eye of the consumer, perhaps it’s time for a little bit of tweaking. A new logo. New colors. Updated website. Value added content on your website. A virtual storefront for your products. This can be a time-consuming endeavor and may require some capital, but if done right, the rewards in buzzworthy public relations and marketing will be worth it. “Have you seen the new site for XYZ? Amazing!”

We can help you think outside the box and think of ways to launch your products and services. We have proven success in helping others with Public Relations and can help you, too.

Contact us today and ask about our PR special offer.

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Marketing Budget categories you can’t ignore

Creating the perfect marketing budget is becoming a more complicated process each and every year. There are so many aspects to consider when trying to determine where those almighty dollars should go.

Marketers have to consider future costs for: website design, PPC, sponsorships, social media initiatives, market research, PR, traditional marketing and so much more. The good news is, we now have more sophisticated analytical tools than ever at our fingertips, and that makes it’s easier to determine where your biggest ROI has been.

While some of these categories may be subjective depending on your market and objectives, we think there are some line items that should be a priority in EVERY marketer’s 2014 budget.  They are:

Content Development

SEO

Analysis software

Getting your business found on search engines is a MUST in 2014. In recent years, changes to Google algorithms have been an SEO game-changer. Now, to continue ranking high in the SERPS you must to have great content, PERIOD. And that means putting dollars towards getting it.

Marketers need good content

Content development should be a huge priority in 2014

Another priority should be SEO. While this area of marketing is in the same family as content development, we consider it a separate budget category because there are other elements that go into it. For example, you have to paying a web developer to make sure your site pages are optimized, and use a strategist who knows the best keywords to implement in social profiles. There’s also the time and research it takes to learn how to maximize new social sharing channels, and the latest option for marketers to now purchase paid/boosted status updates.

You also have to consider what analysis software to purchase for 2014. The free stuff, like Google Analytics, is great. However, you might also need to upgrade your email newsletter service provider package to include more files and attachments, or to get better metrics on click reports. You might also need to upgrade any LinkedIn accounts to get a better idea of how many people are viewing your profile.

So, what do you think are the biggest budget priorities for marketers in 2014?

For this and more information about prioritizing your marketing dollars, please contact Einstein Marketing Group today!

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Creating a 2014 Marketing Budget

The arrival of colder weather means it’s time to turn up the heat on finalizing your 2014 marketing budgets!

Whether you are writing a brand new marketing plan or tweaking an existing one, the first thing you need to do is examine what worked for your business in 2013.

2014 marketing budget

Everyone has ideas about the 2014 budget

 

So, where did the majority of your 2013 sales come from? Were some marketing tactics more successful for specialty products than others? Perhaps social media helped you in Q1, but it was a traditional materials like direct mail that was your ace-in-the-hole for Q3.

You also need to assess if there are any new markets or products that you’ll be break into during the New Year. If you plan to branch out in the coming months, then you’ll have take into consideration the costs for the time and resources it will take to launch new ad campaigns. This would be in addition to the costs to maintain the ones you already have in place.

Also, don’t forget to take into consideration any technology upgrades you anticipate for 2014. Everything from purchasing new smart phone apps, upgrading tablets, adding Cloud technology etc. could impact your overall operating budget for 2014.

Next week, we’ll get more in depth on how to budget your marketing dollars accordingly, and what trends the experts are seeing across the board in plans for 2014.

For this and more advice on creating a marketing budget, please visit our website at http://www.einsteinmg.com

 

 

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What Kind of Marketing is Right For Your Business?

Do you know what kind of marketing you should be doing based on your business model, goals and culture?

It’s definitely not an easy question; in fact, it stumps many business owners.  For instance, should you be engaging in online social marketing?  (Chances are good the answer is yes, by the way… although you may have to vary the frequency, locations, etc.)  Should you add print marketing?  How about radio/television marketing?  What about grassroots marketing or guerilla marketing?

If you’re not certain what kind of marketing to choose, it’s time to begin putting together a comprehensive strategy.  And if you don’t have a marketing plan, we suggest you avoid doing any marketing until you know which method is going to work best for your organization’s needs.

And, as always, if you’d like to learn more about how marketing can work for you, contact us.  We’d love to help you bring your ideas to life with great marketing tactics!

Follow Einstein Marketing Group on Twitter!

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10 Marketing Mistakes You Cannot Afford to Make, part I

Too many companies have made these marketing mistakes over the years… so there’s no reason that you should experience the pain of these types of errors!  Read over this list and repeat to yourself:  “I will NEVER do these!”

Marketing Mistake #1:  Not having a plan: This is a huge problem and one we see all the time.  Not having a marketing plan is like not having a map to a destination you’ve never seen before.  You know where you’re going but have no clue how to get there.  Think you’ll get lost?  We do.

Marketing Mistake #2:  Spending money on the wrong things:  It’s easy to get caught up in all the excitement when someone tells you that you HAVE to get involved in one type of marketing or another.  But if you’re just constantly throwing money at marketing schemes that never seem to work… you basically are burning your cash.

Marketing Mistake #3:  Not spending enough money on the right things:  Just as some businesses spend too much money on things they don’t need, there are many businesses that will not spend enough on the marketing things that could help them.  If you’re a cheapskate, you may just find yourself looking for a job in the future instead of hiring others.

Marketing Mistake #4:  Trying to do it all:  You may not need a Twitter account.  You might not see a dime from a billboard campaign.  And radio?  Perhaps it’s not the best marketing tool for your company’s needs.  If you try to do it all, you’ll probably realize all-too-late that there were elements that could – and should – have been avoided.

Marketing Mistake #5:  Not listening to your audience: If your customer base hates your marketing methods, it’s not their fault that they “just don’t get it”… it’s your fault for not listening to them.  You really need to make sure that you are always keeping your clients in mind when determining what kinds of marketing to use.

Later this week, we’ll look at Marketing Mistakes #6-10…

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