He just started his business and arranged to get himself on the agenda as a speaker at a major electronics industry trade show in Texas. Naturally the exposure at the show was helpful and even generated purchase orders.
Most companies don’t take full advantage of their publicity opportunities and, therefore, waste a lot of resources on other elements of the marketing mix.
To compete with big companies today, small businesses should target market niches. The challenge of competing with large companies who have broad product lines, leverage with the big box stores to get shelf space, and economies of scale is too great to compete on price. The most effective competitive marketing tool is product publicity. Product news is an equalizer!
I was watching the local cable news this morning while munching on toast and drinking coffee when the “journalist” mentioned that our Governor was “publicizing” a notice on billboards about casino gambling in Massachusetts.
Inspiration occurs in many ways. For me, there was an article in “Advertising Age Magazine” entitled, “What Product PR can do for you in today’s advertising world.”
“Content is King,” is more than a cliché. The one thing about content that hasn’t changed since Gutenberg and the first printing press is that content is “news and information” which is “of interest” to a readership or audience.
I’m reading another book about attracting and engaging more customers by integrating SEO, social media and content marketing. The book is entitled, “Optimize,” by Lee Odden. Early in the book he writes, “To meet brand needs to engage customer
Someone told me the word “NEWS” stands for information coming from the North, East, West, and South. It has nothing to do with the meaning of “new.” For over 36 years, I’ve specialized in preparing product news releases.
For over 36 years I’ve been telling owners of machine shops and similar service businesses to think in terms of “what your customer receives from you on his loading dock.” In other words, don’t promote your service, promote what you deliver.
Recently, the Editor-In-Chief of “Military & Aerospace Electronics” spent an entire page describing the importance of websites for getting his readers “the information they need most, when they most need it — quickly and easily, so you can get back to work.”
