Category Archives: Public Relations

High Tech PR: Stay Connected

by

Kevin Waddel

High tech PR is about establishing a dialogue. Two way communications between a company and various constituents. A well-orchestrated high tech PR program will enable your company to establish connections and remain engaged with your market and customer base. More than being a participant, active participation will position the company as a leader and leaders gain market share, followers, investors and so on. In terms of value, high tech PR has quite a lot to offer.

Maintain share of voice. Tech markets are always changing, and now they\’re talking more than ever via social media. Word-of-mouth has always been there, but now it\’s amplified exponentially, and it occurs nearly instantly. You cannot afford to ignore it. High tech PR should help lead brand communications via this new medium as well as through traditional channels, including the media, speaking ops, analyst visits and so forth. High tech PR fosters a dialogue and participating with something valuable can enhance your company s stature and add luster to its brand.

Confront the competition. Not being vocal or visible can create a vacuum that your competitors will happily fill with misinformation about your company or its products. Competition comes in many shapes and sizes, smaller competitors can hurt you with giant-killing PR strategies — if you let them. Through an active high tech PR program you can listen and respond and, perhaps, preempt competitors with your stories.

You are also a media company. Publish or perish! A main strategy for any high tech PR program should be the development and dissemination of valuable content. Effective high tech PR campaigns have always created and spread audience-valued content on behalf of companies or brands. This effort will also position your company as a thought leader within its category.

Companies undertake high tech PR campaigns for many reasons. These include: stimulate demand; generate awareness; attract investors or joint venture partners; and compliance with SEC disclosure regulations. However high tech PR campaigns can cost-effectively accomplish lots more than any other marketing activities.

Kevin Waddel is a free lance writer. To get more information about Public relations, Public Relations New York, New York city public relations,

High Tech PR

, PR, NYC Public Relations Firms, Financial Services Relations in New York visit

makovsky.com

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Being Local Online

by

Susan Payton

So you own a small boutique in a small town. Or youre a doctor. Or you run a produce shop. You think marketing online is for people who have customers nationwide. You couldnt be further from the truth.

More people are throwing out their hefty phone books in favor of using the internet to find local businesses. I, for one, wont even consider a local business if they dont have some kind of web presence. Why? I want to:

a) See what they offer before driving to the business (try before you buy). Im a big menu reader online!

b) Determine whether they deem it worthwhile to develop a decent professional presence on the web. It doesnt have to be fancy, but having a website goes a long way toward making me feel the business understands the value.

If I, for instance, need to find a car collision repair shop in Orlando near where my car was rear-ended last week (true story), I type car repair Orlando in a Google search. I find one where I want it, and call. It may not be true, but if the business has a website, I feel theyre less likely to be a fly-by-night operation. Its all image.

If I searched in the phone book, it would take me five times as long to find a place. Thats how people are wired today. Many of us have found it faster to search for local businesses online.

With that in mind, why ARENT you online?!! You miss out on valuable business by not having a website and being listed with local search sites, and for the amount of money it costs to do this (try $0), you have no excuse!

Here are a few must haves to get up and running in marketing your business online.

1. Website. It should go without saying, but Ill say it anyway. You need a website. It should consist of at least 3 pages, including an overview of what you do, where youre located, and a list of services. If you want to include testimonials or client info, do it. Hire a professional, because a cheaply designed website is an automatic turnoff.

2. Register with search engines. Sites like Google and Yahoo! dont automatically know to find your site, so help them out. Both of these sites (as well as MSN, Alta Vista and many, many more) have a page where you can register your site. This means it will appear in a search for specific keywords the search engine finds on your site. There are even free services that register your website with multiple search engines.

3. Check your keywords. If you sell dog treats, make sure your website says so. Because search engines (which are robots, not people) search your site to get an idea of what you do, make sure you use keywords that people would search for to find you. In this case, include dog treats, doggie bakery, pet food, and dog bone.

4. Go Local. Yahoo! and Google have local business services (free) that allow you to post your company info and address so that it appears on a map for searchers. Because these sites are ranked so highly, if someone searches for dog treats in your area, this will be one of the top results, getting you even more eyeballs on your webpage!

5. Google AdWords. This is optional, but in the vast world of cyberspace, its easy to get lost in the mix without a little advertising. You can create text ads that will appear when someone searches for one of your specified keywords (dog treats). You are charged per click. Its a great way to get exposure to your business, and usually its affordable.

6. Pump your site. Put your website address in your email signature. Put it on your business card and business collateral. Encourage customers to visit and share the site with others.

As you can see, marketing your local business online is a breeze! Try these tips and see if your business doesnt start to escalate!

Susan Payton is Managing Partner of Egg Marketing & Public Relations. She assists small businesses with marketing strategy and corporate communications. She is also the author of 101 Entrepreneur Tips, a handy guide that helps entrepreneurs make repeat customers, close the sale, and delegate work. For more information on Susan and Egg Marketing, visit www.eggmarketingpr.com or email her at smpayton@eggmarketingpr.com. Get free shoestring marketing advice on Susan’s blog, www.eggmarketingblog.com.

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Part 2 of 2 Walmart Public Relations

by

Ronn Torossian

(Part 2 of 2 Book Excerpt):

Walmart personal? Sure. This is not just about the greeters who stand at the entrance of every store. It s about the connection the store makes with individual shoppers when they buy knee-high socks and corn chips. Customers feel secure that they are getting a great deal in a no-frills, one-stop shopping experience. That dependability makes for a deeply personal consumer experience. The retail giant is real because it connects with shoppers basic needs, and with their financial and time constraints. When Walmart was located primarily in rural areas it was often the only large store available to people this personal connection helped make the store into the giant it is today. All the studies say that the average consumer saves a considerable amount of money, in the thousands of dollars, when they do all their shopping at Walmart, says Denny.

The average American family makes $55,000 a year saving thousands over a year resonates in a meaningful way with an awful lot of people. While few will grow a business to Walmart proportions, there is a lot to learn from Walmart s mistakes. Realize who you are, not just who you want to become. Be realistic and appreciate that recognizing your limitations is as important as building on your strengths. Both tell you a lot about what you can do to maintain your brand identity and trust while still expanding your business.

In Walmart s case, it failed to understand that shoppers would not look primarily to the company for fashion-forward clothing or innovative home design solutions. The mixed messages customers were getting from some of the store s changes were disconcerting. Walmart s CEO, Michael Duke, saw to it that shelves have been restocked with staple items that had been shed in the previous merchandise overhaul. The company still looks to a handful of designers and celebrities to introduce lines of clothing and tabletop decor, but the actual designs are still basic in nature. Nothing crazy or too edgy whether it s in-house brands, Miley Cyrus, or Hanes, you re still buying fairly basic T-shirts and yoga pants.

And Walmart hasn t stopped evolving and changing the brand but it continues to get even smarter. In January 2011, the nation s largest retailer announced a five-year plan to lower the amounts of salt, fat, and sugar in thousands of its house-branded Great Value packaged foods and drop prices on fruits and vegetables. This recent evolutionary shift fits well with the company s brand and mission and with the times (it coincides with Michelle Obama s healthy America initiative, Let s Move! ).

Walmart has been selling organic produce and packaged food for some time, making these formerly higher-end products available to their demographic and luring more upscale shoppers into the store. One of the reasons the company is making the changes over the course of several years is to give it time to both overcome and solve technical hurdles, and to give consumers time to adjust to the foods new taste. The company acknowledged that it doesn t do it any good to introduce healthier food if people reject it and it will take time for people to become accustomed to the change. Taking it slow also minimizes the chance that Walmart will have product line, quality, and delivery problems.

Walmart is also keeping up with technology. In April 2011, Walmart Stores agreed to buy (for a rumored $300 million) Kosmix, a social media company focused on e-commerce, as the retail behemoth looks for newer, better, and faster ways to tap into customers needs and thoughts via social networking sites and smartphones.

All are smart moves from America s biggest retailer.

Ronn Torossian

Original post published at RonnTorossian.com

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Submitted by: Ashlley Davidson

When a company seeks the services of an online marketing consultancy, professional establish an online marketing strategy designed to reach its maximum publicity among potential customers.

It is usual that an audit is done to see what online email marketing services technique is most appropriate in each case, although in recent times is very common recommend inbound marketing strategy. The inbound marketing is one of the most modern in the field of online marketing concepts. Its importance is such that it goes beyond the application of a technique and becomes a philosophy that determines the development of online advertising in each company.

The main objective of inbound marketing is to increase visits a website or blog and to this end, based on the timing of its pillars:

1. Coordination of various online techniques to achieve increase web traffic from blogs to SEO, through social media and content marketing.

2. The use of processes that allow web traffic becomes part of the database of the company. Only with details of potential customers inbound marketing can be really effective.

3. Application of lead scoring and lead nurturing to know the extent to which potential customers are about to complete the purchase and bring them closer to it in the best way possible.

4. The customer loyalty through satisfaction guarantee and provide all the information necessary for them to become brand specifiers online.

In short, the Inbound marketing companies guarantees a direct channel of communication with potential users, in order to get them to establish contact and take the first step to converting to purchase.

All that move through the world of social media and digital marketing, claim that the use of email is still one of the most effective methods with the highest conversions to conduct advertising campaigns. But, the mailing has its secrets and rules to avoid losing all its potential and end up becoming mere spam, besides breaking the law.

Let me start by saying that we have two reference laws that apply to this matter; The Organic Law on Data Protection (LOPD) and the Law of Services of the Information Society and Electronic Commerce (LSSI). The first forces us to consider the data we collect to make sending emails, are personal in nature and have an obligation to inform the Spanish Data Protection Agency, using a form provided to us on their own web, we are creating files or databases. In addition, we will meet another set of obligations, as duly inform any user or customer to provide us with your data, these will be stored and processed plus we state explicitly accepting that one of the purposes will refer them mails about products and services related to our business. That is, we must inform you that we keep your data and what we will. Compliance with this Act and its implementing regulation has enough complexity to ask seek professional advice in this respect. It will be an investment that we would like to thank very much, since the penalties for breaches are of a severity and amount not ignore.

Regarding the LSSI can say that basically affects us Articles 19-22 in which the requirements to be met by any commercial or promotional communications electronically develop. Law warns that sending mails that have not been expressly requested or authorized by the recipient is strictly prohibited. Therefore, here we should be very clear, forget buying the base of email, trusting little serious companies that make us a mailing campaign or “look for life online” to get e-mail addresses to which to send our offers and advertising.That’s spam !.

So if I want to use legally effective and powerful email marketing tool, what I have to do?

Well, there are the basic requirements that must be met to make things right, at least from a legal standpoint.

Those who are part of our database legally obtained shall only refer to, I mean it, those email addresses that have voluntarily provided us with their recipients within a business or professional relationship with them, because they have sold a product or a service previously. But the offer or promotion is to be products or services similar to those that once they acquired. No serves using a database that I have from when I used a real estate business for now I have put a business selling used cars.

Also, the email addresses provided to us through any subscription file, request for information, participation in a contest or campaign on social networks, free download material from our website etc, etc. But do not forget that we should warn them when they provided their personal data that could store and deal with advertising and commercial purposes.

You should always, given in the same commercial mail email address where simple, free way to be sent can proceed to terminate the subscription, not going to receive any more mail from us. It is important to ensure that this system of low functioning properly, because if returns to receive our emails advertising or promotional could seriously angry and go to denounce the AEPD and there, we would be in serious trouble.

In conclusion, would say to me that in this case the legislator has put some sanity in this whole business communications electronically, since before such action is taken, surely remember the tray entrance to our email accounts was a nightmare with all the junk or spam, collapsing and made us lose a lot of time.

Also for advertisers, companies and professionals was less effective, since most of the time all the effort in design and advertising creativity ended in the trash and spam. So now the world of email marketing services is hitting hard and is positioned as the main tool of online marketing, the effectiveness of campaigns deals and promotions targeted to the audience that really has requested and is interested in receiving and read . I would say that this itself is a case where compliance with the law and the interests of the digital economy have known understood and supplemented.

About the Author: Article Posted by Ashley davidson, author in general editorial

tigerbuz.com

. TigerBuz is an email marketing services providing company that specialize in helping to businesses get best results by their campaigns. It servers best bulk email marketing services across the world.

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