Advertising strategy: one way to strengthen your brand and be the first name locally that people think of when they think of your category is to run an outdoor billboard campaign throughout the region with a simple message: your logo = category.
Reinvent your business-to-business (B2B) marketing strategy for today’s purchaser. Traditional industry media & marketing methods are less valuable. Think how a 20 or 30 year old would search, analyze and find info. Then craft your message to pique their interest.
Getting the CEO behind your brand and brand message is key to its success. If the CEO isn’t visible in his or her support by using it, writing about it and attending meetings about it, employees will sense that it’s not important and fail to utilize it in their marketing activities too.
Public relations success is often less about getting the message you want to be published, published, and more about fitting your message into the stories or style key writers or editors are planning to print.
Most publications publish editorial calendars which sketch out the general themes and topics planned for each issue. Check out the calendars and schedule your ads and releases to be placed in the issues that mean the most for your product or services.
In public relations, when you pitch a writer, don’t just send out a release to them, tell them why you think it it’s a good story, tell them why it will make a good story for them and for their readers.
We see too many marketing initiatives at companies held hostage by the beancounters and/or the legal eagles. Those disciplines each have “defensive” outlooks. To use a sports analogy, its like a team with a good defense but no offense. It will rarely win.
Press releases aren’t only for getting your news out. They can be useful in just keeping your name in front of relevant journalists so when they have an opportunity, they think of you first as a thought leader.
Health Care Protection Tips and Ideas for Employers and Individuals
. . . . . . . . . . . . . . . . . . . . . Cogitations, Ruminations & Recommendations . . . . . . . . . . . . . . . . . . . . . From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
writer, speaker and advisor on effective leadership