Category Archives: public relations

Bowling for Business: The Running Woman

Although plagued by guilt, I learned a valuable business lesson from my third grade fun run.

(This column first appeared on RIMOFTHEWORLD.net on April 25, 2011.)

I can’t fathom there exists an exercise more torturous than running. I’ve always felt this way. In fact, the only time I ever cheated in school was because of the sport. When I was in third grade, my PE teacher stood at the corner, stopwatch in hand, to time us individually as we ran 743 miles around the perimeter of the entire white brick school building.

At first, I surprised myself by having a little bit of fun while the warm sun beat down on my back and a cool breeze brushed against my cheeks. Then, two minutes into the grueling physical fitness test, I hit the wall. My legs felt like logs. My heart raced. I struggled to breathe.

Panic set in as I struggled to determine how I could convince my body to cooperate. Miraculously, I rounded Tufts Ave and started up Sherman when it hit me: I might be able to make it if I cut across the grass on the back side of the school outside of Mr. Bowen’s line of sight. I didn’t even care that the kindergarten classroom windows faced the grassy yard. To this day, I don’t know if five-year-olds and their teachers watched me as I ran. All that mattered was survival.

When I emerged at the end of the course, Mr. Bowen stopped the timer and told me that my score was good enough to save me a repeat run the following day. I smiled. But guilt plagued me. The next morning, I tearfully confessed to a teacher who was more surprised at my poor time than at my deception.

Taking pity on me, he said,

If that’s the best time you could run just half of the distance, I won’t make you redo the entire race. Just promise me you won’t join the track team.

Looking back, I wish Mr. Bowen had made me repeat the run because you can’t succeed if you cut corners…in PE or in marketing. Believe me—I meet business men and women every day who try.

At first, out of desperation, prospects say:

I don’t care how much it costs. Just help me build more business and then there will be plenty of money for advertising.

Then, after my agency’s efforts bear fruit and business is booming, customers ask if there is a way to “get the same results for less.” Unfortunately, however, when it comes to marketing, the adage applies: you get out what you put in.

The good news is that you can choose what it is you want to invest. If you are low on funds, opt for guerrilla marketing techniques which require sweat equity instead of cold, hard cash. Or, if you are short on time, use the capital you have on hand to hire someone else to do the dirty work. If you are like the rest of us—short on both time and money, read on:

For Free—

Guerrilla Marketing is an unconventional system of promotions that relies on time, energy and imagination rather than big bucks. Typically unexpected and unconventional, this type of campaign is often interactive and targets consumers in unexpected places.

The object of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz. What’s not to love?

You are probably well aware of some popular guerrilla marketing techniques. But have you tried them?

  • Fliers on windshields
  • Dancers holding posters on street corners
  • Yellow Pages and classified ads
  • Billboards
  • Amateur videos
  • Street art
  • Bumper stickers
  • Tiny slips of perforated paper tacked to community bulletin boards

 

On a Limited Budget—

Guerrilla campaigns aren’t always free. In fact, advertisers make a living because of their ability to think outside the box. If you can’t afford to hire a professional, ask friends for unconventional ideas for promoting your business. Sure, some of their ideas might blow. But you get what you pay for. Besides, even advertising pros have off days.\

The Sky’s the Limit—

If you have the option, hire a team to come up with something that is truly inspired. Here are examples of some successful guerrilla marketing campaigns conceived by Madison Avenue giants:

  • The Hollywood Sign Who knew?
  • Product placement, which is said to date back to Thomas Edison, who, after he invented the motion-picture camera, shot movies of people on a train with advertisements for his own products on the side of the boxcars.
  • The Goodyear Blimp I’ve actually ridden this thing and it never occurred to me that I was sitting inside a flying billboard.
  • Nike’s Gone Running Campaign Though market research reports the campaign has been a rousing success, I remain skeptical. Not even Nike could convince me to run.

Until next time, I’ll be Bowling for Business.

Advertisements

Bowling for Business: Show and Tell

For maximum marketing impact, use copy as well as images.

This column first appeared on RIMOFTHEWORLD.net on January 3, 2011.

My favorite day of the week in Mrs. Stanley’s first grade was Friday because that’s when we got to do Show and Tell. Since we had three dogs, a turtle and several fish, and because I loved having an excuse to bring pets to school, I was set for weeks. But my love of the activity extended to other classmates’ treasures as well:

  • Brian made a belt out of paperclips, which he fastened to his chair as a sort of makeshift restraining device.
  • Dawn had a watch with interchangeable face plates and bands, to match every outfit in her extensive closet.
  • Chad routinely forgot to bring anything from home, so he often stuffed part of his lunch into his boot before recess so he would have something to share later in class.

As we begin marketing in 2011, I contend the most successful advertising and public relations’ campaigns will hearken to this elementary-school standby. After all, it is widely believed the use of pictures along with words increases brain activity and aids learning.

  • According to Head First Labs, “When words appear within a picture, or there is a combination of words and a picture, our brains try to make sense of how the words and the picture relate. When more neurons are firing, there are more chances for your brain to get that this is something worth paying attention to.”
  • Researchers from Boston University School of Medicine found that pictures allow patients with very mild Alzheimer’s disease to better recognize and identify a subject compared to using words alone.
  • Swish Video contends that people remember merely 20% of what they hear, 30% of what they see and an incredible 70% what they hear and see. So, to effectively promote your product or service, no matter your audience, make sure you do both—show and tell.

For Free—

If you are handling your own marketing and public relations, make much of pictures. Many entrepreneurs understand their own products to a fault. Don’t forget to “dumb down” technical jargon when marketing your product or service so it makes sense to the buying public. One way to do this is with pictures:

  • With blog posts, for example, upload an image and restrict copywriting to a caption. This will remind you to be brief. As a rule, blog posts should contain a maximum of 700 words.
  • Include a photo or illustration with every press release you write. If you have not yet mastered the art of uploading a jpeg from your desktop to an online platform, figure it out. Like it or not, the Internet is here to stay. So don’t let technology stand in your way.

On a Limited Budget—

  • Pay a little extra to include artwork in your advertising. It will be worth it. In fact, if you only have enough cash to buy a small ad, ax the text. No one has time to sift through a sea of words anyway.
  • Experiment with video. You can get a hand-held video camera for about $100. Buy one. Take it to work and start filming anything and everything. Then, edit and upload short, educational bits to YouTube.
  • If the idea of making a video is overwhelming, start with a slideshow. Use a platform like Vimeo, Animoto or Kizoa, which will enable you to use still photos to create short video pieces set to music.

The Sky’s the Limit—

Zappos.com recently reported a 6 to 30 percent increase in sales on items that are accompanied by a video. Quality video content, with correct tagging and intelligent distribution online, has tremendous power to reach wide audiences for two reasons:

  1. Video is a powerful medium for contacting and communicating on a human level.
  2. Video is a powerful tool for engaging search engines.

So hire someone to produce, tag and post short, professional videos for use with press releases, ads, websites and social media platforms. But make sure you keep the clips short or they will likely go un-clicked.

Still unconvinced? Imagine how much more interesting this particular column would have been if it had been accompanied by a video of Show and Tell in Mrs. Stanley’s first grade class circa 1969.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Top 11 Marketing Tips for 2011

How to Market Your Business in 2011

This column first appeared on RIMOFTHEWORLD.net on December 20, 2010.

I have to admit my personal New Year’s resolutions for 2011 are the same as they were in 2010—lose weight; save money; be a better wife, mother, daughter, grandmother, neighbor and friend. I long for the day when I achieve my nebulous goals so I can draft a fresh, new list.

When it comes to business, I find it easier to establish innovative objectives. So please allow me a departure from my usual column-format to share what I believe to be the top 11 marketing strategies for the New Year:

1. Public Relations

Admittedly, I might be prejudiced, since this is my field. But I maintain the single most important tool in any entrepreneurial chest is public relations. After all, PR is about projecting a positive image, so it is universally applicable.

But how should you approach PR in 2011? Perhaps counter-intuitively, to market in the modern era, you need to return to an old business stand-by: the press release. Retooled as a Social Media Release, this approach remains the single most effective way to boost Search Engine Optimization. Because you can select keywords for each release and post to an online newsroom, Social Media Releases are far superior to the standard press release model.

2. Email Marketing

Although some pundits predicted that social media marketing would replace the use of this time-tested tool, don’t expect email marketing to go away. It is still the best way to reach your target market. In 2011, make sure you’re using the new tools provided through most email marketing companies, such as surveys, bounce-reports and social media tie-ins.

3. Social Media

For those of you who were waiting for the demise of social media, it’s time to give up the ghost. We’re living in a brave new world where Facebook, Twitter and LinkedIn are as much a part of the landscape as business cards and email addresses. So, if you have somehow managed to avoid setting up a social media account for your business up til now, do so in 2011.

4. Videos

My family and I finally caved in and purchased the new TiVo Premiere. I am blown away by our newfound ability to watch YouTube videos on our living room television set. We no longer have to crowd around a PC to access music videos, podcasts and MP3 files. The drawback to this type of technology is that the inferior quality of amateur videos now stands in sharp contrast to professionally-produced commercials and short films. So hire a professional to write, direct and post videos that have the potential to go viral.

5. Promotional Marketing Items

Everyone loves gifts…even you. So don’t underestimate the value of providing people with nifty trinkets that show you care while promoting your brand. Unless you’re rolling in the dough, think simple and cheap. Favors can be very inexpensive—something as simple as pen with your logo on it, a pin or sticker, or an individually wrapped chocolate. For just a few pennies per item, you will make a great impression.

6. Branding

Don’t stop at giveaways. Use every available opportunity to build your brand online and in the real world. Make sure your logo and slogan appear on everything from your email signature to the sign outside of your shop.

7. Website Strategies

If you haven’t already done so, convert your website so it no longer functions merely as an electronic brochure. Shoot for an update that encourages website visitors to interact instead of passively peruse.

8. Direct Marketing- Knock on More Doors in the New Year

The shine is off the penny for teleconferencing and Go-to-Meetings. Since, by now, most businessmen and women understand how to navigate the world of the webinar, to stand out in 2011, you will need to abandon all things electronic and at least offer to give your clients some face-time.

9. Support your Community

This topic is so important that it actually merits its own column. So we’ll cover it more in detail in time. But suffice to say it is imperative you support the businesses located adjacent to your own. Buy local and encourage others to do so. Join the Chamber of Commerce. Volunteer to serve in leadership positions wherever you are able.

10. Do Pro-Bono Work

Again, this is critical. So we’ll discuss the topic more in future posts. Demonstrate your personal commitment to support causes that matter. Pro-bono work shows that you care about more than your own bottom line.

11. Have Fun

Try not to take yourself too seriously. Try to remember why you went into business for yourself in the first place. If you aren’t having any fun, it will show in your product or service. And if you take steps to make changes in 2011, you might be able to come up with a new list of business resolutions for 2012. Happy New Year!

Until next time, I’ll be Bowling for Business.

Bowling for Business: Miscommunication Situation

Communication is critical in all forms of advertising.

Make sure you network the right way in the right place.

This column first appeared on RIMOFTHEWORLD.net on October 25, 2010 and in the Biz Press on October 27, 2010.

While saving money to return to college my sophomore year, I did a short stint as an international flight attendant with a little-known charter airline called Arrow Airways. I was delighted to work one particular flight from Denver, Colorado, to Gatwick, England because one of my fellow crew members was a hunky Italian named Alberto.

When we landed, I quickly accepted his invitation to join him for dinner. Although his accent was thick, I was sure he said he would be taking me to an Italian restaurant called Apple Luigi’s. So imagine my surprise when we arrived at our destination in downtown London, which was not a fine Italian eatery called Apple Luigi’s but a gay men’s club called Harpoon Louie’s.

Why would I share this humiliating story? Because the lessons I learned apply to successful networking for business:

  1. Shut up and Listen.
  2. Kill the Agenda.
  3. Check your Six.

Shut Up and Listen

Instead of just waiting for your turn to talk, pay attention when you are chatting with someone. If you practice active listening, you will stand out because most people approach networking events with mouths open and ears shut. If I had spent more time listening to Alberto instead of trying to impress him with flirty banter, I might have ascertained that he was not a viable romantic prospect.

More recently, I participated in a speed-networking event where organizers asked participants to rate fellow networkers. The top three had this in common: they listened more than they spoke. If you want people to think highly of you, listen to them.

Kill the Agenda

Entrepreneurs often have “Type A” personalities who like to manage everything, often to their own peril. The reason I was surprised by Alberto’s revelation is because I came to the party with my own romantic agenda. But even though my time at Harpoon Louie’s isn’t what I had expected, I ended up meeting lots of interesting people. So, even though I had to find my own ride back to the hotel, the evening wasn’t a total waste.

Try to make the best of your circumstances because you never know what might unfold. Buckminster Fuller called this phenomenon the Processional Effect. As a Christian, I call it the Sovereignty of God. Whatever your belief system, try to let things happen naturally instead of trying to control the world. You might be surprised to make a friend, land a new client or learn something new.

Check your Six

Make sure you’re in the right place. Although you should go with the flow no matter where you end up, try to start off somewhere that makes sense. Before selecting networking groups to join and events to attend, figure out if regular attendees fall into your target market. Since I was interested in meeting someone I could date, Harpoon Louie’s was not an ideal location.

The good news is you don’t have to learn these lessons the hard way. Take a tip from me and network for maximum results on any budget:

For Free—

When it comes to finding places to network, think outside the box. Networking opportunities don’t occur only at official mixers that are labeled “Networking Event.” You can meet potential clients, customers and associates literally anywhere and everywhere…in the real world as well as Cyberspace.

For those who regularly read my columns, please allow me to repeat myself. The most effective way to network for free is online. Join and maintain social media accounts like Facebook, LinkedIn and Twitter. And, above all else, remember to be the same person you are online as you are in the real world.

On a Limited Budget—

In this troubled business economy, when time and money are often in short supply, carefully select which networking groups to join. Instead of spreading yourself too thin by signing up for several organizations, start small. Join one group and take a leadership role. Arrive early and stay late. Volunteer to help set up and clean up so people see you as an active member.

The Sky’s the Limit—

If the funds are available, sponsor your own networking event. This will position you as a leader in the business community and enable you to hand-pick attendees from your own target market. And you can host the event wherever you want…from Apple Luigi’s to Harpoon Louie’s.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Set Yourself Aside

Consider your target market's perspective.

This column first appeared on RIMOFTHEWORLD.net on August 30, 2010 and on the Business Press on September 1, 2010 and the Press Enterprise on September 4, 2010.

It was a bonehead move for my counselors at Summer Fun Day Camp to take a van full of impressionable seven and eight-year-old kids to see the 1971 Vincent Price horror movie, The Abominable Dr. Phibes. Filling my nightmares for years, the film featured a disfigured physician methodically killing the surgeons who had failed to save his wife following a car accident.

One scene in particular sent me repeatedly running to my parents’ room in tears. Dr. Phibes juiced Brussels sprouts and drilled a hole through the ceiling above his victim’s bed so he could pour liquefied vegetables all over her body. Then, he sent a swarm of hungry locusts to crawl down a tube, where they devoured her entire body.

I recently purchased the movie so I could face my fears some 40 years later. Instead of a hideously scary, realistic portrait of terror, as I had recalled, my second viewing revealed a hokey, campy farce. The Brussels sprout scene, in particular, is absurd. The locusts ate all but a cheesy plastic skeleton and her entire head of hair. It was all so preposterous that, as an adult, I couldn’t help but laugh out loud.

It all boils down to perception. Teenage counselors probably didn’t realize the movie choice would freak out their campers. To select more suitable fare, they should have looked at the field trip from our perspective. This is a concept I share with clients, who often choose advertising campaigns based on their own opinions and experiences instead of the needs, ideas and prejudices shared by potential clients and/or donors.

“I like this kind of advertising. So I’m sure my clients will like it, too,” explained one Mountain Marketing Group client.

“That’s fine,” I told him. “But let me ask you something. If you didn’t own the company, would you be in your own target market? Is this a product that you would buy?”

“Well, I have an iPod.”

“Yes. You have an iPod. But is your best customer a middle-aged white male who will buy one or two sets of headphones in his lifetime, or is it someone else?”

“I’m not selling to the end consumer. I’m selling to wholesalers who buy in bulk. And most of the buyers are girls in their 20s and 30s.”

It was then that he had his aha moment, realizing that the methods that persuade him may not be the same as strategies designed specifically to reach potential customers in his target market. A typical entrepreneur, intimately involved in every step of the business, from conceptualization to manufacturing to marketing, Rick found it difficult to set aside his own frame of reference. But once he agreed to do so, we were able to launch an effective social media campaign that catered to his customers instead of to him. And you can do it, too.

For Free—

To gain fresh perspective, ask for outside input. You can do this even if you run a one-man (or one-woman) show. Just make sure you ask the opinions of people who fit your Ideal Client Profile (ICP).

In The E-myth Revisited, Michael Gerber says business owners are often too close to their own enterprises to accurately identify the best overall picture of their own ideal clients. So make sure you ask around. It might take some detective work. And bear in mind that it’s entirely possible your current customer list does not yet include your ideal client.

On a Limited Budget—

When funds are tight, take advantage of books on tape, DVDs and webinars, which provide ready access to the best business and marketing minds in the world. Here are a few authors I recommend:

Ken Blanchard: The One-Minute Entrepreneur

Seth Godin: Free Prize Inside

Guy Kawasaki: The Art of the Start

The Sky’s the Limit—

With effective market research, you can determine the need for your service, a product’s likelihood to sell, target-market demographics, and desirable storefront locations. There are numerous ways to uncover this information—from online research to focus groups to counting customers. When money is no object, the most effective method for determining and catering to your ideal client is to hire a market research firm to compile data and prepare a report.

Here are a few options:

Market Research.com claims they have the best research offerings and expertise to make sure you get the right report every time. They do.

Vizu offers a full suite of customer-focused online market research survey solutions.

Polldaddy—software for data collection, which is more affordable than hiring a market research firm to handle everything for you. Polldaddy gives you the ability to collect data about virtually everything, from how to promote your product or service to evaluating age-appropriate entertainment options for skittish seven-year-old campers.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Info on the Go

Provide info-on-the-go to potential and current cilents and customers.

This column first appeared on RIMOFTHEWORLD.net on August 16, 2010 and in the Biz Press on August 18, 2010.

After borrowing my sister-in-law’s mobile phone in 1988, I was convinced that cell phone technology would never gain much of a following. As attractive and portable as a cinder block, it came with a 42-page instruction manual that was as user-friendly as the directions for programming the clock on an early-model VCR.

I noticed a sharp contrast while hosting a garage sale last weekend. Several customers walked up and down the makeshift aisles while feverishly tapping on tiny touch screens. When I asked one girl what she was doing, she said she was checking eBay to compare prices. It’s a brave new world.

Today, well over 250 million people in the United States use cell phones on a regular basis, which puts the mobile saturation rate at 82.4 percent. I have constant and immediate access to such statistics courtesy of the Information Superhighway delivered directly to my trusty Blackberry Smartphone.

Gone are the days of painstakingly searching for answers in reference books at the local library. If you have a question, just key it into your PC, laptop or handheld device and the answer will appear within seconds. Unlike a browser such as Internet Explorer and Mozilla Firefox, which power keyword-based Internet searches, Q & A sites like ChaCha are designed to answer very specific questions via Internet and/or text message.

One mobile question & answer website I often reference is ChaCha. My kids use the word as a verb, as in “I cha-cha’d” this or that, which might sound strange. But so once did “googling.”

ChaCha was founded in 2006 by a disgruntled Jet Blue flight attendant who purportedly cussed out a passenger, cracked open a beer and activated the emergency slide to make his escape. When he launched ChaCha, the site joined the ranks of popular Q & A platforms such as Yahoo! Answers, WikiAnswers and Ask.com.

These sites are significant for small business and non-profit managers because they offer cost-effective vehicles for interactive target-marketing. Let me explain. If someone wants to know why bug bites itch, they can enter the question on Ask.com. Immediately, organic (unpaid) search results appear in response. Then, immediately thereafter, related, paid text advertisements show up by companies including Terminix and BedSBug.net. And relevant, colorful banner advertisements appear at right. The smartest Internet advertising strategy includes all three.

For Free—

Build SEO so your website ranks high in organic searches. The most effective way to do this is to set up and regularly post to social media websites such as a blog, Twitter, LinkedIn and Facebook. Resist the urge to use your social media sites to do direct sales. Instead, provide relevant, frequent content to your target market, so the name of your organization will appear when potential customers, clients or donors ask questions related to your field. In this way, you earn your position as a noted expert.

On a Limited Budget—

Pay for text advertisements that appear underneath natural results. The great thing about this type of marketing is that you only pay when someone clicks thru to your website. Ad rates for sponsored results are usually set by silent auction. The more competition there is for any given phrase, the higher the price. If you want to investigate this option, check out several Q & A sites, since rates vary greatly. Some sites to compare:

  • AnswerBag
  • Askville
  • LinkedIn Answers (Business-Focused)
  • Lycos
  • Minti (Parenting)
  • Point Ask
  • Trulia (Real Estate Research)
  • Yedda

The Sky’s the Limit—

Develop colorful banner ads so visitors can click-thru to your website. The term “banner” comes from the general shape for such advertisements, which is a short, wide strip that is usually placed at the top of a webpage. In his book, How to Grow Your Business on the Internet, Vince Emery says that a click-thru rate of 1 percent is normal, while 10 percent is outstanding.

Although display ads are considerably more expensive than either text-based or social media positioning to gain Search Engine Optimization, no one can argue the appeal of sharp graphics and a clever turn of phrase. But then again, Internet advertising probably won’t ever really catch on.

Until next time, I’ll be Bowling for Business.

Bowling for Business: The Sky’s the Limit

How to get your company in the news.

This column first appeared on RIMOFTHEWORLD.net on August 1, 2010, in the Press Enterprise on August 7, 2010 and in the Business Press on August 16, 2010.

The first time I saw my photograph in a newspaper, I was mortified. I was eight years old. My brownie troop produced a float for the Christmas parade in Englewood, Colorado. And after dutifully decorating for weeks, I was chosen to ride on top of the float instead of walking next to it.

To prepare me for the cold three-mile route, my mother insisted I cover my beautiful fairy princess costume with a humongous white down coat and a giant furry hat. When a picture of the event landed on the front page of The Denver Post, I looked like a tiny Russian immigrant who had been swallowed by the Michelin Man.

So it’s somewhat ironic I would enter the field of public relations, which is all about generating media coverage. In the early days as an intern, I wrote press releases in long hand, using felt tip pens on yellow legal pads. Once the copy was approved, I submitted it to the office secretary, who would type the document to be mailed to media outlets.

Since press releases were directed to newspaper staffers, the only way to successfully solicit exposure was to curry favor with members of the media. In the glory days of the newspaper, editors had the luxury of tossing aside submissions that failed to follow the right formula. Releases had to be written using an Inverted Pyramid and Five Ws. At the time, the most a media relations’ manager could hope for was to catch the attention of an editor, who would assign the story to a reporter. By the time any given story made it to print, creative control was lost.

To the dismay of the newspaper industry, times have changed. The Internet has effectively stripped publishers and editors of their roles as gatekeepers and given it directly to anyone with a word processing program and access to the Internet. That’s good news if you are a business owner or nonprofit director who has a product or service to promote. Instead of laboriously searching for a newsworthy angle to pitch, you can write and publish just about anything you want. Here’s how:

For Free—

To create a Social Media Press Release, start by setting up a free account with an online distribution service such as PR Log, PR.com or Free Press Release.com. Requirements vary depending on the service you use. But, generally, here is what your press release should include:

  1. Headline—interesting, relevant information to attract your target market. Grab their interest with the headline and deliver what you promise in the body of the release.
  2. Subheading—further details relating to the headline
  3. Summary—press release contents in short order. This can be written in narrative form or broken up into bullet points.
  4. Body—the meat of your release. Here is where you can use the Inverted Pyramid and Five Ws if you are a traditionalist. But even if you opt for a more conversational style, make sure all essential information appears in this section.
  5. Multimedia Links—directs Internet traffic to photos and videos. The surefire way to generate lots of interest is to attach a video link. If you don’t yet feel comfortable creating media of this type on your own, point visitors to one of the millions of videos already available on YouTube.
  6. Relevant Hyperlinks—Internet links that relate to your article. Include your company’s website, social media accounts and other relevant information.
  7. Tags—often neglected, this step is probably the most important for generating traffic to your release. Whereas old school press releases were written for editors, social media releases should be directed to end users.

On a Limited Budget—

If the above list overwhelms you and your budget will allow, hire a professional writer. Most freelancers charge between $35 and $125 per hour. But bear in mind that, at this price point, distribution will fall to you.

Full-service social media release agencies are pricey but effective. So, if you can swing about $500 per release, use a service like PR Newswire, Business Wire or Marketwire. These companies produce, distribute and store social media press releases. But since they specialize in making anything and everything buzz worthy, be prepared to see your image splashed across the Internet…whether you like it or not.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Stop the Hype

Halt the Hype

This column first appeared on RIMOFTHEWORLD.net on March 15, 2010

Under-promise and Over-deliver

Before the advent of the Internet, cable television or PlayStation, as a five-year-old, I was over the moon with excitement about my kindergarten class’s upcoming field trip to Albertson’s. In the weeks leading up to the outing, Mrs. Dale would remind us to turn in our permission slips and then she would recount the following highlights of our impending journey:

  • We would be greeted by the store manager, who would give us an official “Albertson’s uniform.”
  • He would usher us to the back of the store, where we would be given an exclusive “behind the scenes” tour of the market.
  • Then, the produce manager would show us where the deliveries arrived and how the fruits and vegetables were processed.
  • Next, the bakery manager would take us into the magic room where all of the breads and pies were created.
  • And, finally, to cap off the exciting event…we would be given a special treat, created exclusively for us.

After what felt like several years, the morning of our field trip finally arrived. To kill time (and evidently drive the rest of the bus crazy) on the 45-minute journey, my friend and I sang an endless loop of Grandma’s Feather Bed. (Don’t ask me why we didn’t visit a grocery store nearer to our school. Even in the 1960s, there were markets on every street corner. Also, don’t ask me why we chose that particular song. Even at five, I wasn’t a huge John Denver fan.)

Unfortunately, our arrival at the store marked the end of the adventure. No one greeted us at the front door. Instead, we wandered back to the meat counter, where a gruff butcher gave us paper hats in lieu of uniforms. Mrs. Dale and the room mothers were told to occupy us by pointing out the food. Mind you; while we were easily amused in the 60s, walking up and down the aisles was hardly entertaining, much less educational. And, our exclusive “treat” was a small, stale cookie…the kind that each child gets at every bakery department in America, when accompanied by an adult.

As we rode home that afternoon, I made a silent resolution. “I’m just a kid right now. So they think I don’t matter. But, someday, I’m going to be a grown-up who shops for groceries. And I am never going to spend my money at Albertson’s.”
Somehow, despite the loss of my business, some 40 years later, Albertson’s remains a viable entity. And, looking back, I doubt any field trip could have lived up to the hype. But I learned a valuable lesson that day which has served me well in my own business. Whatever your product or service, target market or budget: under promise and over deliver.

For Free—

If you can’t do it, don’t say that you will. While this sounds like common sense, the concept sometimes evades sales reps intent on landing new clients. This is especially true of mountain folks, who are, unfortunately, notorious for saying they will start and finish projects in unrealistic timeframes. If you can’t start a project for three weeks, tell the truth. If you do what you say you will do when you say you will do it, your business will grow. And this is true regardless of the location of your company.

On a Limited Budget—

If circumstances arise which make it impossible for you to hold up your end of any business bargain, hire someone to help you out. While this might negatively impact your bottom line in the short run, in the long run, it will pay dividends where they matter most…in satisfied customers and glowing referrals.

The Sky’s the Limit—

If you can afford to promise the moon, then do it. There is nothing wrong with promoting the superior products that you provide. If you can afford to give away exclusive gifts, then, by all means, let your target market know about the perks. Just remember that if you fail to live up to the hype, you will most likely lose their business for life. Because that’s the way the stale grocery store cookie crumbles.

Until next week, I’ll be Bowling for Business.

Bowling for Business: Confessions of a Professional Spinster

All effective public relations is based firmly on the truth.

This column first appeared on RIMOFTHEWORLD.net on February 28, 2010

While I was growing up, my best friend, Lori, and I used to play in the woods near her home in a small rural suburb of Denver. We would leave her house in the morning and stay out all day, trying to make it back home before dark. But sometimes, our vivid imaginations would carry us away, causing us to lose track of our play-time curfew. On such occasions, when we finally arrived at Lori’s house, we were greeted by her very unhappy mother, who had quite a set of lungs for a woman of such an advanced age. (Everyone seems old when you’re in grade school. At the time, Judy was all of 28.)

To try to ward off the lectures, Lori and I manufactured elaborate cover stories on our way back to her house. On one such occasion, we told her mom that we had been kidnapped by factory workers at the abandoned DuPont factory in Louviers. An impressive sleuth, Judy somehow saw through our tall tale and promptly called my mom to ask her to pick me up. Lori and I learned a valuable lesson that day. No matter how creative the spin, a lie is a lie.

As a public relations practitioner, I try to disassociate myself with unscrupulous folks in my field who have yet to learn the message. Popular culture portrays us in shades of gray, with television shows like Spin City and SPINdustry and movies like Thank You for Smoking and The Hoax. The prejudice can probably be traced to our predecessor P.T. Barnum who had a knack for finding and exhibiting people, animals and a range of oddities, many of which were hoaxes, such as the infamous Feejee Mermaid.

But leaders in our field know that the only way to successfully pitch anything is to make sure all promotions are based firmly on the truth. Wikipedia defines Public relations (PR) as the practice of managing communication between an organization and its publics, which gains an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement.

What sets PR pros apart is our knack at taking any given company or individual’s reputation, activities or incidents, and reinterpreting them from the Point of View (POV) of the client to the POV of the intended target market. A timely case study of this is the recent public relations’ nightmare faced by SeaWorld Orlando. Global news coverage started shortly after the attack when an animal trainer drowned after being dragged underwater by a 12,000-pound killer whale during a show called (of all things) Dine with Shamu.

Further complicating the incident is the fact that Shamu is the name generically used for the killer whales at the theme park, according to Steve Baker, president of a theme park consulting and management company called Baker Leisure Group.

Shamu is the SeaWorld icon. Shamu is SeaWorld.

So how do you convince potential park guests that Shamu won’t dine on them? I believe the order of the day for SeaWorld is honesty. Dennis Speigel, president of International Theme Park Services, Inc., a management consulting firm, concurs,

The big task (for SeaWorld professionals) is to be honest with the public and the media as they conduct their forensic study on why the accident happened, because that will determine how SeaWorld is perceived in the future.

If I were on the public relations team for SeaWorld, the first order of the day would be the prompt removal of the tagline currently posted on the Dine with Shamu section of the theme park website. “It’s exclusive. Intimate. And unforgettable.” no longer seems appropriate. It will be interesting to watch the actual SeaWorld PR team in the weeks to come. No doubt they’ll be pulling out all the stops to get SeaWorld back on track. Tools at their disposal include the same ones your company or non-profit group can employ.

For Free—

Dust off your phone book and call an editor to introduce yourself. If you take time to get to know their editorial needs (without wasting their time in the process), they might give you an idea or two for potential coverage. The most important advice I can give you about press relations is to learn to be a resource instead of a pain in the neck.

And, on June 15, the Public Relations Society of America’s-Inland Empire Chapter, is hosting a free event, Speed Consulting at the Speedway, for businessmen and women in need of pro-bono PR.

On a Limited Budget—

Hire a freelancer to write a press release about a new product or event you want to promote. Then, subscribe to a free or low-cost electronic press release service such as E-Releases, I-Newswire, BusinessWire, PR Log or PR Newswire. The social media releases we post get clicked an average 215 times. Those clicks lead to valuable press coverage.

The Sky’s the Limit—

Hire an agency. Only a trained public relations professional will be able to skillfully speak on your behalf, work with the media, handle crisis communications, manage social media and oversee effective employee communication. And that’s not spin.
Until next week, I’ll be Bowling for Business.