Contents

Many exhibitors dont know how to work effectively with the media. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications. Its a no-win situation but it doesnt have to be!

Media Darlings: The Top Ten Dos and Donts of Working with the Press

Media Darlings: The Top Ten Dos and Donts of Working with the PressTheres a saying in the newspaper business: Advertising is expensivebut editorial is priceless! This simple phrase speaks to the fact that readers trust and value any information they read in an article or column far more than any data they glean from an advertisement. Even when the facts presented in an article and an advertisement are identical, the results are the same. Positive editorial coverage is worth its weight in gold. Yet many exhibitors dont know how to work effectively with the media. I hear it all the time from both sides of the aisle. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications and reporters get irritated, frustrated, and downright disgusted with those exhibitors who seem to go out of their way to make getting a good story possible. Its a no-win situation but it doesnt have to be! Here are ten dos and donts about working with the media at a trade show. Remember, the press is not your enemy! Reporters have a job to do, and nine times out of ten, its in your best interest to help them do it. You both win they get good copy for their story, and you get editorial coverage. Do: Do your homework before the event. Develop several newsworthy angles that showcase your message. Emphasize timely information, such as industry trends, statistics, new technology or products, do-it-yourself tips, techniques or strategies, and useful advice. Human interest stories are great because they allow writers to put a face on what could be a dry nuts and bolts story. Dont: Decide what story the reporter is going to write before they even get to the show. Sure, you might have all these great human interest angles or wonderful quotes, but if the reporter is trying to put together a succinct, just-the-facts-Maam story, thats just extra noise the writer doesnt want or need. Listen to what the reporter is asking for, and provide that. Do: Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Reporters keep source lists -- people who are informative, friendly, and quotable. Thats where they turn first when they need to write a story on a particular topic. You want to be on that source list. Dont: Snub the little guy. Just because someone is writing for the Omaha Chamber of Commerce today doesnt mean they wont be editing the most prestigious trade journal tomorrow. Professionals move in the media with amazing speed and regularity but they take their memories with them. Burn a reporter when theyre nobody, and theyre going to remember when theyre somebody! Do: Have a good press kit. Include interesting and timely information; a one-page company bio sheet - corporate structure, executive staff chart, sales figures; complete product information - specs, distribution methods, pricing; good product photos or links to on-line FTP sites where photos can be found; key contacts. Everything must be accurate and verifiable. Unique packaging is good if youre unknown, otherwise, dont bother. Dont: Pad your press kit with tons of fluff. Short and to the point is much better. Avoid gimmicks, head shots of your CEO, outdated, false, or exaggerated information. Misleading statistics can be the kiss of death give context for all numbers. Standard sized folders or smaller is best, as these easily fit into bags and briefcases. Do: Make every effort to spread the word. Coordinate with show organizers at any media events they host, and make sure that plenty of your press kits are available in the media room. Post all relevant information on line, so information can be accessed after the event. Hold press conferences when appropriate. Dont: Hold a press conference just because. Press conferences are specifically for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends - whats hot and whats not. If you host a poorly organized event when nothing newsworthy is shared, youve just irritated a whole room full of reporters. Not a good idea. Do: Keep your promises. If you schedule an interview, be available and on time. If you arrange to have materials sent to a reporter, make sure theyre actually sent. Promised photos should be as described. Reporters work tight time frames, so when you fail to deliver what theyre expecting, they dont have time to come back looking. Theyll move onto another, more accommodating source. Dont: Assume that the reporter knows everything about your industry, especially if they are from a general interest publication. Provide background data, give real-world examples, and avoid industry specific jargon. Spell out acronyms at least once, and explain the relevance of any awards, certifications, or honors you may be discussing.

5 Easy Ways to Create Great Info Products

5 Easy Ways to Create Great Info Products

So you've decided to start publishing an e-newsletter, or you'd like to develop a Special Report as an added-value for your customers, or maybe you've even decided to teach a teleclass or a seminar as a way to bring prospects into your business. So now you have to decide what youre going to write or speak about. So just how do you come up with the content? Well, you can start with looking at the knowledge you have that could truly benefit your prospects and customers. What do you know a lot about, that your customers and prospects don't? What information could you provide that could help them to improve their business, or make them happier, or show them a different way to do something, or provide them with tips on how to buy or use the product or service you provide? The key is finding out what information your prospects and customers need or want most. Asking them is the easiest way to find out, and it is a great way to generate content for your info products.If you have made arrangements to speak to a group, ask the person coordinating your talk if there is a way to survey the group as to their most important questions relative to your line of business. For example, if you offer Wellness Coaching Services and you are speaking to a group of corporate executives, find out what their burning questions are related to wellness. In a corporate environment, they should be able to quickly and easily compile this information via an email sent out to all employees who have been invited to your talk. Knowing that your goal is to speak directly to their concerns, they will probably be more likely to attend as well. When you get the results of your survey, look for common or recurring questions and focus your talk on the answers to these questions. Save any remaining questions as topics for your e-newsletter. You can use this as an incentive to get attendees to register for your e-newsletter by saying at the end of your talk If I didnt cover your most pressing question, I invite you to register for my free e-newsletter where I will address all remaining questions.Here are five more ways to generate ideas and content: 1. Add a page to your web site where visitors can submit questions. You could title it "What is your most pressing question about [insert your topic of expertise here]. Make sure the page is visible and accessible from all of your web pages. Consider promoting this service throughout your web site to drive people to that page to submit a question. 2. Purchase the domain name "askYOURNAME.com" (where "YOURNAME" is your first and last name) and publicize it as a service and great place for consumers to get their most pressing questions, in your subject area, answered. Registering domains is cheap, and you can always point it to a page in your existing web site if you don't want to pay additional web hosting fees. 3. Include an email address, or web page address, in your e-newsletter or any other form of regular communication, inviting your prospects and clients to submit their questions. Odds are if one prospect or client has a question, there are many others who also have the same question. 4. If you do presentations or seminars already, hand out a survey at the end to find out what attendees liked best about your presentation (it's always a good idea to get feedback anyway), and to find out if there are other relevant areas they would like to see you speak on, or if they have questions they'd like answered. 5. Keep your eyes open and your customers in mind when you read trade publications, magazines or newspapers. If you come across something you think would be of interest to your prospects and customers, share it. Is something going on in the news that is relevant to your product or service? Write about it. In addition to using this information to drive newsletter or presentation content, you can also use it to develop articles and content for your website, or to write Special Reports, Tips Sheets, or How-To Guides you can sell or use for marketing to your prospects and customers.(C) Copyright 2005 Debbie LaChusa, 10stepmarketing

7 Key Strategies to Earn Customer Loyalty

7 Key Strategies to Earn Customer Loyalty

The key of your business success is building customer loyalty. Holding on to existing customers is as important as soliciting new customers to keep feeding your list with fresh subscribers. Customer loyalty is the key to your business growth and profit. Because loyal customers generate a continual revenue stream through repeat purchases, they bring your business-increased profitability at a lower cost.Like in any other moneymaking system, to succeed as an email marketer, you will need to understand all the secrets that are available to keep growing your business and apply them immediately.How to Build a Business Relationship to Gain Customer loyalty!Everywhere you go online they tell you that you must have a list to succeed. That's true but it doesn't go far enough until you understand exactly what makes subscribers eager to pay for your products, success will remain subtle.If you dont know how to build a business relationship to keep your subscribers enthusiastic, eagerly waiting for your articles and rush to buy your product without any regard for brand, your list is worthless.Hands down the main key factor of a responsive email list is the Trust Factor. If you earn your subscribers trust, you will have much more success when it comes to advertise to your list. Without the trust of your subscribers, they will be leery when it comes to pulling out their credit card to buy from you.1 - Earn your subscribers' trustHonesty is essential to earning customers' trust, and that trust is the key to gaining "customer loyalty" . Earning customers trust is important to the success of any business. Being honest goes with not hiding anything.Let your subscribers know your Identification and contact information, such as your name, physical address, email address and telephone number. It is important that you let your subscribers know how to contact you for assistance. The more they know you as a person, the more they'll trust you. And when it comes to asking for money, nothing is more important than trust.Warning: Be sure to be selective in what you promote to your subscribers. If you suggest a product that turns out to be a scam, your subscribers will likely blame you first for recommending it to them. You really cant afford to take a hit like this to your reputation.2 - Give Them What They WantWhen your subscribers sign up to your ezine, they are doing so for a reason. They want the information you are telling them they will receive. Keep giving them that, and theyll be happy as can be. Diverge from that, and you could find yourself losing subscribers quicker than you can get them.Tips: Ask Your Subscribers what they want. Dont guess. Use this great, easy to use online tactic to find out exactly what your subscribers will buy from you or what subject they want to learn about. You could hold a contest. By sending them simple questionnaires or surveys will give you a sense of your market's needs, wants and preferences. Give the winner a quality prize and/ or gift that he cant find elsewhere. Getting your subscribers involved like this will also keep them interested in your emails and help get more emails opened.3 - Dont send too many marketing messages.Two thing you really need to watch, as a publisher, is how to advertise your product/ service and what product you endorse. Nothing ticks off a subscriber more than thinking a publisher is only in it for the money. This will happen if you advertise too much, or if you advertise the wrong products.Sending out an email newsletter with too much ads and a little or no quality information will hurt your reputation. You have everything to lose, and nothing at all to gain by stuffing your Ezine with ads.The ads in your Ezine arent the only things you have to worry about. This also includes any ads you send out that are separate from your regularly scheduled newsletter. Sending out an ad each day is not the way to go if you want to build customer loyalty. It is the way to go if you want everyone to unsubscribe from your list.4 - Make your subscribers your friends!Give your subscribers a good sense of who you are. Its important that your subscribers see you as a real person, because they will likely never meet you in person. One thing every successful publisher does is just talk about whatever is on their mind in each issue of their Ezine. They may talk about their family, their favorite sports team, politics, the weather, anything thats going on. They usually ask the reader to write back a few comments about it, or the reader will just write back without being asked to. This creates a bond between the publisher and the reader that could result in future sales and future partnerships.5 - Over DeliverNothing makes people happier than knowing you pay attention to them. Make your customers and potential clients delighted by giving them more than they expected. After they order your product or sign up for your publication, give them a gift or a bonus that wasnt advertised, in addition to any gifts or bonus you promised they would get. Im not talking about any ebook or software they can download from any website. Give something that no one or only a few other people are giving away. This kind of gift and bonus says that you put a lot of attention and thought into helping them succeed.From time to time and in special events send free gifts just for the heck of it. By continuously over delivering, your subscribers will realize that you are trying to help them learn what they need to know, and they will appreciate it when you give them the tools and information they need to succeed. This is obviously geared more towards strong relationship and they stay loyal customers longer.6 - Help Them OutBesides giving your subscribers what they want, helping them with whatever they need help with is the best way to earn customer loyalty. While this works on an individual basis, instead of taking care of all of your subscribers at once, the people you are able to help will be very grateful, and will probably tell their friends, colleagues and neighbors about you. Positive word-of-mouth is a powerful way to acquire new customers and build customer loyalty.If one of your subscribers sends you an email asking for help, help them out as much as you can. Dont just give them a quick, one word answer. Theyll probably just be back asking for a little more information. Just go ahead and tell them what you can, and be nice about it, even if you think its a stupid question.7 - Dont Use HypeIm sure youve seen this before. It seems to be everywhere you look people trying to hype-up their offer to make it sound better than it is. Most people just want you to be straight with them.If you just stick to telling the truth about a product, without making it look like hype, I think your subscribers will have much more respect for you. Personally, I think its stimulating when someone sends me a sales letter and outlines how I can benefit from it without trying to make it sound better than it is. Most people can tell the difference, and will probably be turned off by the hype.The bottom lineWhen you combine all of these keys, youll build a strong relationship with your subscribers and they stay loyal customers for years. All you need to do is find a way to include all of these keys into your business marketing strategies, and youll soon find yourself getting new subscribers, building relationships with and earning customer loyalty.

Generating Buzz: The Benefits Of Public Relations Marketing

Generating Buzz: The Benefits Of Public Relations Marketing

Public Relations Marketing OverviewThe key to the success of any business lies in having a plan for effective public relations marketing in place. Whether a business is centered around real estate, product sales, service providing or education and training, the benefits of "public relations" marketing can be clearly identified by increased revenues on the bottom line. Regardless of the quality of the product or service being offered, if people don't know if exists, they won't be able to purchase it. Successful public relations marketing can generate goodwill relationships with customers, advertise sales and specials to attract new business, and put smaller companies on the map using public and media contacts. Developing good public relations is a great way to increase your business and profits.Who Uses Public Relations Marketing?Many large corporations have specific departments devoted exclusively to public relations, but most smaller businesses do not have the resources available to generate their own public relations marketing . Because of this, it is often beneficial for such companies to hire an external public relations marketing firm. The cost of contracting a public relations service can be quickly recouped by the profits from the new customers that the P.R. firm will draw to a business. Implementing a public relations marketing strategy is a quick way to get the word out on new products, services or businesses in the marketplace. Hiring an independent pr marketing firm can turn a small business into a major business in a short amount of time.Typical Public Relations Marketing ServicesThere are many diverse services offered by "pr marketing" marketing firms that all serve to drive revenue to a business. Whatever the pr marketing needs of a company, specific contracts can be agreed upon to utilize all or some of the services available. Some typical pr marketing services can include:* Mass mail advertising* Publicizing announcements to local, national or global media contacts* Trend or product based articles positioned in media outlets* Press events and the development of press kits* Web based marketing strategies and implementation* Promotional event planning* Market research and analysis* Development of product incentives* Public relations general strategiesPublic Relations Marketing StaffDifferent PR marketing personnel are effective in diverse areas. Depending on the needs of a specific business, choosing the right type of people can positively affect the success of the endeavor. Promotions managers are skilled in handling public events, developing promotional strategies and incentive programs. Marketing managers are more concerned with understanding the current market and making sure that advertising strategies are targeting the appropriate demographics. Simple pr marketing marketing and media contact distribution are best served by a general pr marketing firm. Most pr marketing firms will consult with a business prior to contract initiation to decide on the most effective course of action and the personnel necessary to implement the strategy. Getting help from a professional provider can make the difference in whether a not a business is ultimately successful.

Ideas for Boosting Sales

Every business owners goal is to have a lot of profit as much as possible. But earning a lot of money is not easy. It needs a lot of hard work, determination and a good marketing strategy. So if a business owner wants to increase his sales would a brochure do? Typically brochures are not used as a final sales tool. But because it serves as an introduction to potential customers, it is important that your brochures are interesting and attractive as possible. And how could you possibly do that? As always, you have to have a good design, great color choices and good content. You can also add some gimmicks to make it more interesting. Getting testimonials from current customers can also add spice to your brochure. Testimonials helps build trust with target customers and it gives a clearer picture to your potential customers of how your products and services can help them. Consider these factors when getting started with your own brochure: collect several brochures from hotel lobbies or offices. Then decide which brochures catch your eye and which one you want to pick up. And ask these questions: what made you pick them up? Was it the headline? Was it because of the ink, color, typeface or visual design? Did you find something interesting in it that caught your eye? After you have answered these questions, its your turn to decide what will make your own brochure striking and interesting. Then again lets say you are deciding whether to present your brochure in a logical or emotional manner. Consider this situation; you bought a shirt just because of the color and design of it. It doesnt matter if its a bit large for your size youll grow into it anyway. Whats important is you like the color and the design is too cute to pass for. In advertising, logic and emotion often come in conflict. So if you create a brochure for a particular product based on logic and your competitor present the same product based on emotion, you might want to hold on to your seat because more or less your competitor will be able to entice more customers than you. Remember that in situations like this emotion is more likely to win. Keep in mind that your brochure represents who you really are. It will tell customers whether you offer good service or if you take your customers for granted. It will present your image when you are not there. So show your customers who you really are and make those brochures beef up profits for you.

Sticker Printing that Sticks On You

Every marketing tool counts. They have their own features to bolster what they are marketing. Posters, billboards, banners, flyers, business cards as well as stickers play an important role in the advertising and marketing world. They give spice to the world and the world can go crazy over them..At a flick of a finger, these marketing tools can change the thinking, habits, belief and fact stored in one's mind. In fact, they can be a catalyst that can change the trend of today's advertising and marketing. They make businesses find their edge in the business work. They make products and services popular and in demand. They also make competition overwhelming and active. Marketing tools like the aforementioned come in different aura and armors to persuade, lure, and seize the potential customers. The keyword is information, retention and persuasion. Without these characteristics, the marketing tool will be futile. Information, obviously, because no one would dare buy or subscribe something he or she doesn't know. That is why information dissemination is inevitable. It is the chance of saying what kind of product or service is this, how it is different from the rest of its competitors and how it can cater to the wants and needs of the customers. Retention, on the other hand, is what leads to easy recollection. The moment you glance at a product or need a particular service, the most retentive marketing ad can pretty well go first in your mind. That is the edge of having effective marketing strategy. You can never be left behind just that easy. Finally, there is persuasion. This is the driving force for the probable customers to hit their purchase button and go for a certain product or service. Basically, buyers do not buy or subscribe just because they need a certain thing or service. They buy because they are hit by persuasion. It is the soft spot of all the buyers and subscribers. You have to hit it too to yield positive sales.Isn't amazing how marketing tools can change your business? We must be thankful they are in the bag for a real action. Nonetheless, we must be grateful of their existence ? and I mean grateful to all of them. As we observe, the most neglected marketing tool is the sticker. Most of us are still thinking that they are kids stuff only and without realizing that they are as equally powerful as the rest of the ads. In fact, retention is at stake. There are a lot of sticker process out there. Some include features like UV protection, customization or the 'do it yourself sticker and the likes. They also come in different types - address sticker, bumper sticker printer, cd sticker, laser sticker and a lot more. Thus, if you want a good impression even at a distance, think about sticker printing since they are pretty catchy and visible!

Summary

Many exhibitors dont know how to work effectively with the media. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications. Its a no-win situation but it doesnt have to be!