Does Your Advertising Incease Sales?
Opinions on Advertising are as conflicting as opinions on Religion. Forty per cent of all the people in the world are Buddhists, and are of the Opinion that Buddhism is the only true religion. Twelve per cent of the world?s people being Roman Catholics, are firm in the opinion that the remaining 88 percent are wrong, and sure of damnation accordingly.
Many Advertisers, seem satisfied to spend their money on mere Opinions about Advertising when they might have invested it on Evidence about Advertising. These are the Advertisers whose business must die before they can be convinced that general publicity (merely keeping the name before the people) is wrong and Salesmanship-on-paper right.
No company would give a salesperson a commission over a report from him that he was “Influencing Sales” for their other salesmen. What the advertising mployer would demand from his Salesman would be profitable Orders. He would demand Sales, clearly made by the Salesman himself, each sale carrying a given profit over cost for the employer. That is just what the advertising employer should demand from his advertising expenditure, too-Sales-proven Sales, carrying a satisfactory profit. And, if he insists upon it he can get the kind of advertising which will actually produce sales instead of a vague “General Influence on Sales.”
Because, true Advertising is only “Salesmanship-on-paper” after all. When it is anything less than Salesmanship it is not real Advertising, but only “General Publicity.” And, “General Publicity” admittedly claims only to “Keep the Name before the People,” to produce a “General impression on the Trade,” and to “Influence Sales” for the salesmen.
Poor advertising gives the same bad excuses a Salesman who failed to earn his keep in actually selling products or services. Brading, or any other advertising, should be judged by the same standards as the Salesman; by the goods it is clearly proven to sell divided by the amount invested.
Selecting a trade show booth doesn’t have to be an ordeal
Picking out a portable trade show booth for your company can be a difficult and challenging endeavor. Follow these simple hints and suggestions to make your booth selection process go more smoothly.
When your company participates in a trade show, your trade show booth says more about your corporate image than you might imagine. How you’re represented makes an impact on important people in your industry – the people who make the decisions. It’s important to make the best impression you can but how? You need a professionally designed trade show booth that grabs attention – in a positive way.
But with literally thousands of options, how do you narrow down all the choices and pick the trade show booth that best represents your company? There are three main factors to consider: size, style and price range.
The range of sizes for trade show booths nowadays is incredible! You can get something from as small as 10×10 feet to as grandiose as a hulking 50×50-foot display. You can even get a 30×100-foot trade show booth that simulates actual office space. The type of booth you choose ultimately depends on your business needs, your style and your budget constraints.
The style of your portable trade show booth depends largely on the image you wish to present. Are you looking for a simple backdrop with a few countertops for table-top displays? Or are you in the market for something really elaborate maybe a booth with shelving and partitions and small meeting and display rooms? Overhead banners? Large signage? The style options are practically endless!
Whatever you decide, you have to make sure your trade show booth characterizes your business well – and that it’s approachable. Ensure that your booth adequately represents the company culture, its products and overall goals.
Trade show booths come in all shapes and sizes and that means they come with all size price tags. But, just because you may be on a budget, doesn’t mean you can’t design a nice trade show booth in the $400-500 range.
But, if you’re looking to go really high end, how about custom designing a portable trade show booth with the potential to eat all the others alive? For about $240,000, you can get a custom-made double-deck booth with every imaginable feature. Okay, so maybe you’re not the marketing director for Citigroup or Goldman Sachs. Let’s think a little smaller.
Nicely positioned in the mid range are well-appointed booths that can adequately reflect your company’s corporate image and style, while not permanently entrenching your marketing department’s budget in the red.
Regardless of the size and style of booth you design or select, be sure it appropriately represents your business and your industry. If you choose well, you will have a portable trade show booth you can proudly depend on for many years to come.
When it’s time to shop for a portable trade show booth, look no further than Expo Marketing (www.expomarketing.com). Their idea gallery is filled with every conceivable configuration of trade show booth – and their design pros will work with you to ensure you get the design the works best for you.
How a PR Firm Quotes Project Rates
There are several elements factored into a quote from a PR firm. There is also the fact that no two quotes will be the same because every individual seeking out a public relations firm needs something a little different. The public relations firm provides a number of different services that benefits each and every business that seeks out what they have to offer. However, the quote is based either upon what kind of budget the business has to work with or what they are hoping to achieve with their public relations.
Budget
As stated before, the budget may determine what kind of quote is received. The most common PR services include press releases, internet marketing, and the development of public relations strategies. There may be more advanced services such as print marketing campaigns and actual public speaking on behalf of the company. Those two services can become quite expensive. However, the other services can be quite affordable and the firm can work with you based on your budget.
That makes budget a very important part of determining what you’re going to pay. If you say you need an extensive internet marketing campaign, but you only have $10,000 to spend, the PR firm will give you a quote of what they can provide you inside of that budget.
Fees and charges
It isn’t uncommon to see fees such as service fees and such. It is customary for a fee to be charged for providing the service or any other fees that the PR firm finds to be necessary. It can vary from firm to firm, so it is a good idea to get quotes from various firms to see what types of fees they are charging. As for the quote itself, there is no charge. Quotes are free because they are used as tools to acquire your business.
As for what is not included in the quote are such items as late fees. Some PR firms may only require that you pay a small percentage up front and the rest later. If you pay the balance late, they may have some kind of late fee tacked onto the amount. Of course this isn’t going to be included in a quote because they don’t know if you’re going to be late paying your balance.
There are also service charges for each service you choose. You may choose to have a single press release written but, then again, you may wish to have a packaged deal that includes having a public relations strategy drawn up. How you bundle your services will also determine what type of charges you have to pay.
Here is an example of some of the fees and charges you may have to pay:
- A monthly retainer fee saying that you will stay on board so that their efforts are for nothing. – An hourly project charge for every project. – Any possible out-of-pocket expenses that is foreseeable. – A counseling fee for any counseling that is needed. – A flat fee for the time the agency puts into the project.
Remember that these are just quotes, so the amount quoted may differ from the amount actually charged. However, the quote gives you a great tool to know what types of expenses you are looking at. Just expect to pay as much as 20% more so that you have enough money on hand to make sure you can pay for everything as it comes. By using this strategy, you can employ a PR firm to take care of your interactions with the public and get your business rolling in the direction you want it to.
What You Didn’t Know About Cheap Promotional Items
Cheap promotional items are a fantastic means to attract consumers. They aid in expanding industries and placing a name for them in the market. But there are numerous sources out there to select from, so make sure you go with the most suitable one for your industry.
Companies employ promotion marketing to catch the attention of clients and ultimately earn more. Companies look into the message they want to convey on top of how this message would be conveyed to a particular market. Promotion marketing goes hand in hand with advertising, direct marketing, public relations and publicity, promotions and events, product marketing materials and sales force. Cheap promotional items can be employed in all kinds of business events. Given that you acquire the most fitting ones for your company, they can be fairly eye-catching for the public.
Clients typically remember a certain vendor when they obtain something like a token, such as mementos, memorabilia, souvenirs and monograms. Clients want something in return, particularly at no cost. In today and age, clients might even be anticipating beyond the usual token, such as uniquely tailored items. It’s always a good idea to plan around the specific interests of your buyers to make the most out of your returns.
Cheap promotional items come in varying forms. For instance, they may send out varying messages. They can be rather simple and useful items, entirely for looks or simply something funny. They might be a lot like the products a vendor sells, or completely unrelated but otherwise thematic. Essentially, a vendor would concentrate on its specific market and the reaction it wishes for.
What kind of market would you like to focus on and give your promotional items to? You might want to attract potential customers, make existing customers want to stay, motivate your workforce, or all of the above. You may then consider your company name. A fantastic source for cheap promotional items is personalization. You can plainly advertise your company’s name.
If you are quite unsure as to where to start, another great source are promotional services. These services can help you make creative ideas come to life, so that your customers will take notice of your business in an instant. Creativity is a key source for cheap promotional items, since it does not require pricey efforts to attract glances.
Effective cheap promotional items are those that won’t be thrown off to the bin. First, determine your target audience, then how you are going to hand out the items. Plan an initial budget and determine a few promotional companies you might want to work with. To find the best sources for cheap promotional items, seek referrals from other business handlers you trust.
When you already have your sources gather, remember that simplicity is key. When adding your message, make it constant. Last but not the least, avoid making your message stand out too much, as buyers would also want to utilize those items for each day purposes.
Now that you have an idea of where to begin, what cheap promotional items are available? There are too many to count, but popular ones are torches, plastic mugs, key chains, puzzles and toys. You can always do something different for these items. For instance, you can have those key chains engraved with your business insignia. It all boils down to balancing your message and the appeal of the item itself.
The Role of Crisis Communication in Public Relations
It is important for an organization to have one or more spokespeople who are experienced and can stay calm when communicating during a crisis. Crisis communication is how people know what is going on and it is very important when it comes to public relations. This is why it is important to have an sufficient number of spokespeople for your organization because sometimes it isn’t sufficient enough to have just one person doing the talking. It looks superior on the public relations side of things if you have more than one who are both on the same page and can effectively talk to the media and people on a face-to-face basis.
There are several things that must be done in crisis communication. It isn’t just a matter of looking at the situation and coming up with a response within five minutes. To give a proper response, it is important to evaluate the situation and follow a certain set of rules to make sure the public gets the sufficient information. These steps are:
- Developing and delivering at least three key points about the situation. These messages must be relayed in such a way that everyone can comprehend what’s being stated. Sometimes these messages don’t have to be anything extensive, depending on the situation. Such an example is when a company is going through a lawsuit. Most companies do not allow commenting on pending litigation, so the spokesperson might simply state, “no comment.”
- Make sure that all employees are up-to-date on what is going on. This creates consistency and allows for adequate response for various situations that may arise during a crisis. Many times this interaction should take place face-to-face instead of in a memo.
- Make sure you identify who can be trusted with information and who can’t be. These can be considered your unofficial spokespersons if they have to be asked questions. These are the people who will adhere to what you tell them to say. In crisis communication, it is important to stay sensitive to various pieces of information that could cause an even bigger issue.
- A rumor-control system should be put in place. This means that the system must be up and running, allowing others to ask questions and get immediate answers before they begin communicating their speculations with others. What starts out as a question soon becomes fact when it is passed from person-to-person. This can cause a situation to become much more difficult. Rumors result in new issues that must be given attention. This can take attention away from the issue at hand.
Just make sure that those on the inside know exactly what is going on because they’re just as important as those on the outside wanting to know what the crisis is, how it is going to impact them, and how to rectify the situation. It is even fair to develop key messages for employees, but to have key messages that are used for those on the outside as well. It is important to implement a system and a strategy that’ll not cause any type of mass panic, depending on the situation. Sometimes those situations are limited to a company and other times they have the ability to influence an entire population.
Just be sure to not jump the gun. Instead, develop strategies that will relay the message effectively. Both inside and outside communication go hand-in-hand in order for things to run smoothly. This shows that crisis communication in public relations is very important when ensuring the safety of people, their affairs, and of those directly involved with the situation.
The Reasons Why PR is more Advantageous than Advertising
People tend to confuse PR and advertising, but the truth is that they are quite distinct and while good advertising can bring your business plenty of publicity, theres nothing like great PR to give you that boost in the public eye.
First of all, you need to realize that PR is public relations. Its coverage that isnt paid for in cash, like advertising. It takes a lot more effort to create good PR, but it is well worth it, since this method is far more effective for publicizing your business
PR Advantages
The advantages of using PR are many, so lets take a look at a few of them.
Cost.
PR is usually free. It may cost you in printing out your press release and stamps to send them, but its still a lot cheaper than advertising which can run into the thousands of dollars!
Placement.
No matter how much you pay for an ad, youll never get a massive front page placement. Thats reserved for news and offering great PR is a good way to get that position for totally nothing.
Credibility.
People know that ads are paid for and they take them with a grain of salt. While a good ad can still convert, people are automatically suspicious of an advertisement. However, with media coverage brought about by PR, people wont have their guard up. Theyll read your story and be interested in it without being suspicious because it is assumed to be un-biased.
Angles.
Once youve been featured on the front page, its quite possible for other areas of the newspaper to pick up on your story and redo it in their own way. This can provide free repeat coverage, within the same publication which is a real boost to publicity. People need to see information a lot of times before they make the decision to purchase, so the more publicity, the better.
Exposure.
Youd be surprised at how far a good news story can go! Unless you have something to do with a piece of major breaking news, chances are you wont be the number one story on the news tonight, but that doesnt mean you cant enjoy repeat coverage. If one television show or newspaper reports on you, it’s quite likely that your story will also show up on other channels!
Details.
You can offer far more details about your company or product within a public relations story. Most newspapers will want to print more than a few lines, which would be standard for an advertisement, so youll want to include information that will catch the public eye.
Connections.
Having connections with the media is never a bad thing and can stand you in good stead later on when you want to give your business a boost. Make sure that your press releases are exactly what editors are looking for, which will give you a leg up next time you have a press release. Theyll know that you provide quality work and this will reflect in their treatment of you.
There are many reasons to select PR over advertising, if you’ve to make a choice. The truth is that combining the two publicity methods is an excellent method for gaining the optimum number of sales. However, when it really comes down to it, good public relations trumps advertising the majority of the time. Building connections and relationships with the media is invaluable and should definitely be utilized in each business that wants to be successful.
Writing Press Releases Made Easy
Press releases are a great way to draw extra attention to your business and create a bit of a buzz around new events and products. However, if poorly written, your press release will never be picked up by the media and your great news, even if newsworthy, won’t see the light of day. Here’s how to write a press release that’ll have the media begging for more.
Give It an Angle Your press release needs to have an angle built in so that it is easy for an editor to turn it into a front page story if necessary. Write your press release as if it were an article and you’ve a very good chance of it being picked up. Editors love it when they don’t have to work too hard.
For your press release to garner favor, it’s a good idea to turn it into a story that people will be interested in reading. For example, no one will care that you just got new carpet in your office, but what can create a newsworthy release is the fact that the new carpet is made from recycled plastic and marks the beginning of a green era for your business.
Make It Snappy A press release is not a college essay and it shouldn’t read like one. Write it like a magazine article. A good tip is to take a look at the publication you want to get into and write the press release to fit that style. This gives you an added advantage . . . the reporter won’t have to struggle to make your article fit into the magazine. To keep your press release interesting and fun to read, make sure you write actively. That means using active instead of passive verbs and making the action leap out to the readers.
For example, rather than say; “The new carpet was installed”, write “We lay the carpet ourselves to save money” or something similar, using an active voice. Also, you’ll want to keep the press release fairly short. Most editors don’t have time to be reading fifty pages on how your business is coming out with a new product.
Split It Up Using subtitles and bullet points is an excellent way to make your press release easier to read. To do this easily, write down all the information you want conveyed, in a magazine style, then go back and divide the report into sections. Label each one with a short subtitle. Extra ideas or resources can be listed with bullet points.
Using bold or italics for some important points will help them stand out as well and can be a good way to get busy editors to check out your report. They’ll be able to simply scan it and get an idea as to what your press release is about, making it simple to decide whether or not to use it.
Headlines Count The title you give your press release could mean the difference between it getting read or just tossed in the junk pile. You want a title that isn’t too long, but catches people’s attention. Again, a swift look at the publication you want to get into can be a very helpful way to figure out what they’re looking for. In general, stick to active verbs and get straight to the point. A vague, wishy washy headline isn’t going to win you any points!
Short, newspaper type headlines are nearly always good. The editor may change it, but chances are, if you offer something usable your press release will get used pretty much as is.
Writing a press release is fairly easy. Make it newsworthy and interesting to read as well as nice and easy and you’ll have a very good chance of it getting featured.
The Basics of Market Presence Building
Having a strong market presence can be tough in today’s competitive world, especially for small to mid-size businesses. With some many companies selling the same thing, it’s hard to stand out in a crowd. Luckily, the Internet makes it possible for even the smallest company to compete today, especially when it comes to market presence building.
On the web market presence building is basically like doing web PR – getting your name out there in different ways. The Internet makes many things possible and your first step to having a strong market presence online is an awesome website. After all, this is the new millennium and having an interactive, fully-loaded website is a necessity.
Your website needs a blog, forum, chat or any combination of the three. Your blog should relate to your field, and by having several employees blogging, you should constantly have new content to add. The nice thing about blog posts it heir often widely circulated and searched on the web. A forum and chat can often in the same way.
It’s important to think about the kind of things people find when they search for you on the internet. Go ahead and do a test. When you Google your own company, do you see a long line of complaints and Rip-Off Reports? Or do you see your website, news stories, press releases and blog posts as far as the eye can see? Market presence building is really about manipulating your company’s on the web reputation.
By constantly releasing new content, you can superior control your company’s reputation on the web, and that’s really the meat and potatoes of market presence building. By releasing one or two industry-related articles a week to several hundred of the thousands of article directories out there, you can easily change the search results for your company’s name.
It’s also important to distribute press releases and blog regularly. They’re an important addition to any market presence building plan. This leads to better brand recognition and therefore higher levels of lead generation.
Pay per click advertising and search engine optimization (SEO) can also help market presence building. By utilizing pay per click programs, you can make your website ad pop up for certain keywords people type in. The best part is, you only pay when they actually click your ad, which sends them to your website to hopefully be turned into a lead.
SEO (search engine optimization) is another way to bolster your market presence building. It involves techniques (a lot of site optimization and link building) that will lead to your site popping up in organic search results. This all depends on your keywords and what words people use to link to you. SEO tends to be a longer process but in the end can be cheap and send a ton of traffic to your site.
Creating a strong market presence building plan is the first step to having a strong web presence and generating more and more leads online. It involves several key factors, including, but no limited to: article writing and distribution, press release distribution, pay per click advertising and search engine optimization. Not a process to be taken lightly, but once you get the ball rolling, it can turn into a true marketing juggernaut!
What Does A Career In Public Relations Involve
Are you interested in a public relations career? There are lots of opportunities to pursue careers in both corporate public relations and with public relations companies. PR is a growing career field, and there are many opportunities in this profession.
Public Relations as a Career
Public relations professionals spend the majority of their time planning, implementing, and evaluating promotional campaigns on behalf of their clients or companies. Public relations jobs typically include one or more of the following: writing, media relations, graphic design, public speaking, event planning, and other similar tasks. Depending on the type of organization with which you are employed, your job might involve any or all of these responsibilities, as well as other duties.
Skills Needed for a Public Relations Career
In order to be considered for a position in public relations, you’ll need to have strong communication skills. Successful public relations practitioners must be able to be able to write and talk clearly. PR practitioners communicate with their clients, employers, coworkers, the general public, and media representatives on an ongoing basis. Nearly each PR job requires, at a minimum, writing press releases and pitching stories to journalists via email, by telephone, and/or in person.
Many public relations jobs require making guest appearances on TV programs, being interviewed on radio shows, and giving speeches or making presentations to groups of all sizes. Others require writing in-depth documents such as speeches, brochures, training manuals, and other publications. Additionally, PR practitioners are often responsible for coaching company executives and clients regarding how to speak to reporters and other media representatives.
In addition to strong communication skills, public relations professionals need to have excellent organizational skills, particularly if their job duties encompass media relations and event planning. PR professionals can be responsible for handling pre-planning, logistics, setup, and promotions for news conferences, grand openings, new product launches, and many other types of events.
Training for a Career In Public Relations
A degree specific to the public relations field isn’t necessary for a career in public relations, but it can certainly be beneficial. Most companies do require Bachelor’s degrees or a significant amount of related work experience for even entry-level PR positions. Many people choose to move into Public Relations from careers in journalism, publishing, sales and other types of occupations that require strong writing skills.
Many people who are successful in public relations have finished formal education in fields such as: Advertising, Communication Arts, Creative Writing, English, Journalism, Marketing, Mass Communication, Psychology, Public Relations, and similar fields. Regardless of your major, if you college has a student chapter of the Canadian Public Relations Society (CPRS) professional organization, it is a good idea to get involved.
A college student who wants to pursue a career in PR will be well-served by completing an internship with a public relations company or in corporate communication in order to get hands-on experience in the field. A combination of classroom training, hands-on internship experience, and recommendations from professionals in the field are very beneficial to anyone seeking employment in the public relations field.
Appealing Emotionally In Business
Here’s a wild suggestion: I think rationality is overrated. Yup. It’s true. I realize it’s important to have a good foundation with your feet planted solidly on the ground, but rationality has taken over the realm of business (though it has not yet taken over the world of romantic relationships. . .) and we’ve lost an integral part of ourselves that makes us appealing: emotionality. We have moved from mom and pop businesses into the age of faceless corporations and in doing so, things have become so sterile.
I’ve discussed in previous articles how to access our clients’ and prospect’s emotions. Here I’d like to discuss why we should do this. Their emotions and other-than-conscious minds are conduits and our viability as sales people are linked to these conduits.
Our core emotions drive us to take action. The same things that ruled our ancestors, rule us–our need for food, shelter, sex, fight or flight. There wasn’t an overabundance of products and services to choose from at that point, there were just the basics. With no thought to the concepts of choice, luxury or affluence, decisions were simple. And yet, we are still hardwired to think about these core needs first and foremost.
In our interactions, we need to have foremost in our minds the goal of appealing to their core. Gut instincts can be honed to be even more powerful than our rational thought processes. And when we combine the two, that is where the real power is.
In an instant, our gut instincts kick into action. In the book ‘Blink’, Malcolm Gladwell writes about thinking without thinking, that rapid cognition that happens in the blink of an eye. Our rational brains take five times longer to assimilate than do our emotional processes.
Think of this in terms of how sales used to be and how they are now. Despite the fact that at our cores we’re like cavemen, we are incredibly sophisticated. If you consider even back to the fifties, sixties and seventies, the ‘features and benefits’ style of sales, the Dale Carnegie method, these were passable at the time, but as our choices have grown in the marketplace, so have our BS detectors. We know when someone’s being slick with us and it doesn’t feel good.
It feels good to be understood and at ease, and we want these responses from our clients. With the right training, we can duplicate these responses over and over. When we access our prospect’s and client’s values and criteria, combine them with sincerity, honesty and integrity, add in our products and/or services, it creates an emotional alchemy that is easy to feel good about.
In our advanced state of civilization (depending on your perspective) we have an amazing array of choices. There are opportunities available to us that even a generation ago, wouldn’t have been dreamed up. In this ever expanding atmosphere it seems likely that those of us who know how to access the core and our prospect’s emotions are going to be the ones capable of rising to the top in our given fields. By elevating emotions and partially bypassing rationality, we find ourselves with incredible persuasion power.
About the Author:
Kenrick Cleveland teaches techniques to earn the business of affluent clients using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.