Category

marketing

• marketing, social media, website design

  The Move Toward Custom Content: Being the Media

  10.26.09 | This post was written by: Haley Montgomery | Permalink | Comment?

  Are you the best media outlet for your customers?

  I’ve been pondering that question over the last few weeks. I recently read (http://www.emarketer.com/Article.aspx?R=1007343) the results of the “2009 Survey on Marketing, Media and Measurement” conducted by King Fish Media. It offers some great insights into how marketing managers across the country are approaching their jobs in today’s high-tech, social-media fluent market.

  One of the most interesting thoughts that emerged from the survey responses was the concept of “custom content.” Rather than relying on traditional advertising outlets for engaging customers, 86% of marketing managers said their companies were currently creating or planned to create original content to educate their clients about their products, services and events. Eight out of ten respondents felt companies and brands could produce content just as engaging and informative as traditional media companies.

  It’s easy to see how the trend toward custom content is growing. It’s most easily seen in the online arena. An increasing number of businesses and organizations are creating social media profiles and using outlets like Facebook and Twitter to expand their reach. Many are starting company blogs like this one, designed offer information to clients in a more interactive format. Many are loading their websites with more customer-friendly features to foster easier communication. Whether through more content-rich organizational websites, corporate blogs or 140-character Twitter posts, more and more companies are determined to BE the media for their clients rather than rely on others to disseminate their stories through news coverage or paid advertisements.

  Great. But, how do you go about “being” the media? I think it starts with seeing your website and other communication outlets as more than expanded business cards or sales flyers. Communications in today’s marketplace is a complete buyer’s market. With the plethora of media options available, your customers are holding all the cards. They decide who, when and where they get their information, and how often. If you want your message to be heard, you must make your communications a valuable and beneficial resource–not just a continual announcement of your latest sale.  Here are a few tips on how you can transform your internet presence into a media resource your clients won’t work without.

  Start with knowing your audience. Who is your client base? The old-school adage of first marketing to your current customers holds true–even in this new age of digital communication. Customers who are already using your products and services are your best source for what your clients are looking for–not to mention your best source for repeat business. Pay attention. Look at who your customers are and how they typically contact you. What are the common questions they ask about your products and services? How do they like to place their orders? What motivates them to use your company? Let your answers to these questions impact the content you choose to communicate.

  Focus on adding value. Make your website, emailings or profile posts more than just digital coupons. Granted, an online freebie every now and then is a great attraction for followers, but if that’s all you ever have to offer, customers will quickly tire of your message. Give your audience a reason to listen, whether through insider information, easy-to-follow tips or just plain good ideas.

  Move beyond strict self-promotion to building relationships. Focus on engaging your audience and building relationships of trust.  Internet user “hits” and profile follower and fan counts are all comprised of people. Speak when spoken to. Be just as committed to learning about those folks as you are about communicating your message. Pose questions. Listen to the responses from clients and have conversations. Adjust your approach to the “message” based on your person-to-person communications.

  Establish yourself as an expert in your industry. You know your business and your industry. Let that knowledge come through in your communications. Offer clients the unselfish benefit of your experience, and they will see you as a trusted first resource when a specific need arises.

  Give it time and attention. Don’t apply the “squeaky wheel” approach to maintaining your website or online media profiles. A void in your online communication efforts will rarely present itself. Your customers will simply move on to another website or profile that offers a more engaging message.  Commit your team to daily time and creativity spent on building your online presence and communicating with your internet audience.

  Are you the best media outlet for your customers?

  I’ve been pondering that question over the last few weeks. I recently read the results of the “2009 Survey on Marketing, Media and Measurement” conducted by King Fish Media. It offers some great insights into how marketing managers across the country are approaching their jobs in today’s high-tech, social-media fluent market.

  One of the most interesting thoughts that emerged from the survey responses was the concept of “custom content.” Rather than relying on traditional advertising outlets for engaging customers, 86% of marketing managers said their companies were currently creating or planned to create original content to educate their clients about their products, services and events. Eight out of ten respondents felt companies and brands could produce content just as engaging and informative as traditional media companies.

  It’s easy to see how the trend toward custom content is growing. It’s most easily seen in the online arena. An increasing number of businesses and organizations are creating social media profiles and using outlets like Facebook and Twitter to expand their reach. Many are starting company blogs like this one, designed offer information to clients in a more interactive format. Many are loading their websites with more customer-friendly features to foster easier communication. Whether through more content-rich organizational websites, corporate blogs or 140-character Twitter posts, more and more companies are determined to BE the media for their clients rather than rely on others to disseminate their stories through news coverage or paid advertisements.

  Great. But, how do you go about “being” the media? I think it starts with seeing your website and other communication outlets as more than expanded business cards or sales flyers. Communications in today’s marketplace is a complete buyer’s market. With the plethora of media options available, your customers are holding all the cards. They decide who, when and where they get their information, and how often. If you want your message to be heard, you must make your communications a valuable and beneficial resource–not just a continual announcement of your latest sale.  Here are a few tips on how you can transform your internet presence into a media resource your clients won’t work without.

  Start with knowing your audience. Who is your client base? The old-school adage of first marketing to your current customers holds true–even in this new age of digital communication. Customers who are already using your products and services are your best source for what your clients are looking for–not to mention your best source for repeat business. Pay attention. Look at who your customers are and how they typically contact you. What are the common questions they ask about your products and services? How do they like to place their orders? What motivates them to use your company? Let your answers to these questions impact the content you choose to communicate.

  Focus on adding value. Make your website, emailings or profile posts more than just digital coupons. Granted, an online freebie every now and then is a great attraction for followers, but if that’s all you ever have to offer, customers will quickly tire of your message. Give your audience a reason to listen, whether through insider information, easy-to-follow tips or just plain good ideas.

  Move beyond strict self-promotion to building relationships. Focus on engaging your audience and building relationships of trust.  Internet user “hits” and profile follower and fan counts are all comprised of people. Speak when spoken to. Be just as committed to learning about those folks as you are about communicating your message. Pose questions. Listen to the responses from clients and have conversations. Adjust your approach to the “message” based on your person-to-person communications.

  Establish yourself as an expert in your industry. You know your business and your industry. Let that knowledge come through in your communications. Offer clients the unselfish benefit of your experience, and they will see you as a trusted first resource when a specific need arises.

  Give it time and attention. Don’t apply the “squeaky wheel” approach to maintaining your website or online media profiles. A void in your online communication efforts will rarely present itself. Your customers will simply move on to another website or profile that offers a more engaging message.  Commit your team to daily time and creativity spent on building your online presence and communicating with your internet audience.

• good ideas, marketing, promotional products

  It’s Time to Start Thinking “Ho! Ho! Ho!”

  10.12.09 | This post was written by: Haley Montgomery | Permalink | Comment?

  In Starkville, we’ve just now started getting some crisp, cooler days, and stores and houses are sporting pumpkins, scarecrows and orange. But, if you look a little closer, you’ll still find some red and green peeking through in preparation for the Holiday season.

  That’s right. It’s only October, but it’s time to begin thinking about how your business or organization will offer well-wishes to customers this Christmas season. It pays to plan ahead for your corporate holiday gifting to take advantage of early specials and avoid the last minute production and shipping rush.

  Acknowledging the holiday season with client cards or gifts is a great way to show gratitude for the blessings of the year, reward customer loyalty and remind your clients of your offerings in the coming new year. However, with the abundance of mail and office gifts that filter through during the season, you want to be sure yours will stand out.  Consider these creative ideas for choosing promotional items and holiday cards that will make an impression this season.

  1. When choosing client holiday gifts, get long-term promotional impact with items that are useful beyond the Christmas season. Gifts like customized desktop calendars, planners or note-taking journals give your company regular exposure all year long. For years, Dux D’Lux provided our clients with slim month-at-a-glance desktop planners as Christmas gifts. They were wildly popular because they offered just enough space for writing events and could easily be slipped into a portfolio pocket for meetings.

  One of the favorite items we received from one of our vendors was custom printed legal pads that included the coming year’s calendar in the margin — very helpful for planning meetings and creative brainstorming! Regardless of the season, practical promotional items put your brand front and center well beyond the delivery date.

  2. Consider customer holiday gifts that offer clients a sampling of your products and services. What better way to show them what you have to offer? Restaurant or retail businesses could offer gift baskets with favorite product samples. Clothing companies or screen printers like ourselves could give custom designed tee shirts.

  For several years, Dux D’Lux sent Christmas cards that included a custom-designed set of gift tag/enclosures. The to-from tags offered clients a way to spread their own holiday cheer as well as offered examples of our agency’s creativity and design prowess. Our favorite theme centered on “a miniature sleigh and eight tiny reindeer” where each member of our staff produced their own portrait of one of Santa’s sleigh-pullers. “Vixen” was probably the funniest!

  3. For your best clients, make holiday gifts personal. Consider monogramming or having a client’s logo embroidered on an item. Personalization makes standard gifts like briefcases, computer cases or pad portfolios more special. Winter wearables are also great items that can be embroidered or screen printed with custom logos when you want to give to several people within the same office. With personalized items, sometimes your thoughtful consideration and attention to detail will make even more of an impression than something bearing YOUR business logo.

  4. When choosing holiday gifts for multiple customers within the same organization, consider a gift directed to the “office” as well as items for specific individuals with whom you’ve worked. Personal contact is such an important factor for clients making decisions about products and services–especially in a slower economy. When gifting for B2B clients, don’t overlook the personal relationships you and your staff have built with individuals. Office gifts are appropriate, but additional, more personalized gifts can show appreciation to individual decision-makers.

  And, don’t forget the administrative professionals! Make a lasting impression with the ones who take your phone messages or schedule your meetings with a small token of your appreciation. Gift cards to local restaurants, desktop items, or even flower deliveries are great choices.

  5. Use the season to give back–in your clients’ names. Nothing spreads holiday cheer like giving, especially to worthy causes. You can show your business’ corporate responsibility by sending gifts to charitable organizations in honor of your clients. If you client base is primarily local, why not choose a local organization where your donation can benefit your own community. In addition, non-profit groups that relate to your specific industry can also be worthy options.

  Be sure to choose reputable charities that have a verifiable record of how donations are used. And, send your own announcement to your clients. Although many charities send acknowledgements when receiving donations in honor of a third party, you can offer a customized message to your customers alerting them to the gift as well.

  If you would like more ideas for how you can creatively say “thank you” to your customers and associates during the holiday season, give Dux D’Lux a call. We can help you tailor a gift-giving message to your specific organization’s needs. We can even handle your direct-mail distribution if required.

  In Starkville, we’ve just now started getting some crisp, cooler days, and stores and houses are sporting pumpkins, scarecrows and orange. But, if you look a little closer, you’ll still find some red and green peeking through in preparation for the Holiday season.

  That’s right. It’s only October, but it’s time to begin thinking about how your business or organization will offer well-wishes to customers this Christmas season. It pays to plan ahead for your corporate holiday gifting to take advantage of early specials and avoid the last minute production and shipping rush.

  Acknowledging the holiday season with client cards or gifts is a great way to show gratitude for the blessings of the year, reward customer loyalty and remind your clients of your offerings in the coming new year. However, with the abundance of mail and office gifts that filter through during the season, you want to be sure yours will stand out.  Consider these creative ideas for choosing promotional items and holiday cards that will make an impression this season.

  1. When choosing client holiday gifts, get long-term promotional impact with items that are useful beyond the Christmas season. Gifts like customized desktop calendars, planners or note-taking journals give your company regular exposure all year long. For years, Dux D’Lux provided our clients with slim month-at-a-glance desktop planners as Christmas gifts. They were wildly popular because they offered just enough space for writing events and could easily be slipped into a portfolio pocket for meetings.

  One of the favorite items we received from one of our vendors was custom printed legal pads that included the coming year’s calendar in the margin — very helpful for planning meetings and creative brainstorming! Regardless of the season, practical promotional items put your brand front and center well beyond the delivery date.

  2. Consider customer holiday gifts that offer clients a sampling of your products and services. What better way to show them what you have to offer? Restaurant or retail businesses could offer gift baskets with favorite product samples. Clothing companies or screen printers like ourselves could give custom designed tee shirts.

  For several years, Dux D’Lux sent Christmas cards that included a custom-designed set of gift tag/enclosures. The to-from tags offered clients a way to spread their own holiday cheer as well as offered examples of our agency’s creativity and design prowess. Our favorite theme centered on “a miniature sleigh and eight tiny reindeer” where each member of our staff produced their own portrait of one of Santa’s sleigh-pullers. “Vixen” was probably the funniest!

  3. For your best clients, make holiday gifts personal. Consider monogramming or having a client’s logo embroidered on an item. Personalization makes standard gifts like briefcases, computer cases or pad portfolios more special. Winter wearables are also great items that can be embroidered or screen printed with custom logos when you want to give to several people within the same office. With personalized items, sometimes your thoughtful consideration and attention to detail will make even more of an impression than something bearing YOUR business logo.

  4. When choosing holiday gifts for multiple customers within the same organization, consider a gift directed to the “office” as well as items for specific individuals with whom you’ve worked. Personal contact is such an important factor for clients making decisions about products and services–especially in a slower economy. When gifting for B2B clients, don’t overlook the personal relationships you and your staff have built with individuals. Office gifts are appropriate, but additional, more personalized gifts can show appreciation to individual decision-makers.

  And, don’t forget the administrative professionals! Make a lasting impression with the ones who take your phone messages or schedule your meetings with a small token of your appreciation. Gift cards to local restaurants, desktop items, or even flower deliveries are great choices.

  5. Use the season to give back–in your clients’ names. Nothing spreads holiday cheer like giving, especially to worthy causes. You can show your business’ corporate responsibility by sending gifts to charitable organizations in honor of your clients. If you client base is primarily local, why not choose a local organization where your donation can benefit your own community. In addition, non-profit groups that relate to your specific industry can also be worthy options.

  Be sure to choose reputable charities that have a verifiable record of how donations are used. And, send your own announcement to your clients. Although many charities send acknowledgements when receiving donations in honor of a third party, you can offer a customized message to your customers alerting them to the gift as well.

  If you would like more ideas for how you can creatively say “thank you” to your customers and associates during the holiday season, give Dux D’Lux a call. We can help you tailor a gift-giving message to your specific organization’s needs. We can even handle your direct-mail distribution if required.

• good ideas, marketing

  The Dux Daily on Facebook

  10.05.09 | This post was written by: Haley Montgomery | Permalink | Comment?

  Good afternoon, Quacksters! We are so thankful to all our Facebook fans for the great support during Tailgating Week last week. We are delighted to donate 100 free “spirit” cups to the West Point, MS Parents in Public School organization for  mobilizing the Green Wave fans to support their team on our fan page. You guys are outstanding, and we appreciate the work you do on behalf of the public schools in your area.

  I wanted to do a quick post to let our blog readers know about something new we’re beginning on the Fan page. I’ve been participating in various social media Twitter “chats” getting ideas on how we can use Facebook and Twitter to serve and promote our clients better. We really want to provide more value for the followers and fans who’ve invited us into their cyber space.

  As a way of sharing some of the expertise we’ve gleaned in our 30-year marketing adventures, we’ve decided to add a daily marketing tip to our social media offerings. In addition to our great specials, client happenings and general Dux mayhem, we’ll be posting what we call THE DUX DAILY each day on our Facebook page. (You Twitter followers will find it in your stream as well!)

  Our goal is for each week’s Dux Daily postings to center around a theme that we’ll expand on in one of our blog posts or Quick Quack ezines as well. We’ll share specific tips you can use as you plan your marketing efforts, whether through design projects, website development, screen printed wearables or promotional products.  We’ll also include links to valuable research that will help you know your audience and focus your marketing energies.

  We’re still brainstorming ideas for weekly topics, but here are a few of the Dux Daily themes you may see in the coming weeks:

  Writing effective press releases

  Choosing tee shirt ink colors

  Restaurant menu design

  Starting a safety program

  Writing content for websites

  Newspaper design tips

  Budget-conscious screen printing

  Using fonts wisely

  Benefits of blogging

  Getting started in social media

  Who’s on the internet

  Who’s on social media

  Effective logos

  Creating a logo standards package

  We’d love to hear your ideas! What types of Dux Daily tips would you like to see? Send us your comments! Please.

  Good afternoon, Quacksters! We are so thankful to all our Facebook fans for the great support during Tailgating Week last week. We are delighted to donate 100 free “spirit” cups to the West Point, MS Parents in Public School organization for  mobilizing the Green Wave fans to support their team on our fan page. You guys are outstanding, and we appreciate the work you do on behalf of the public schools in your area.

  I wanted to do a quick post to let our blog readers know about something new we’re beginning on the Fan page. I’ve been participating in various social media Twitter “chats,” getting ideas on how we can use Facebook and Twitter to serve and promote our clients better. We really want to provide more value for the followers and fans who’ve invited us into their cyber space.

  As a way of sharing some of the expertise we’ve gleaned in our 30-year marketing adventures, we’ve decided to add a daily marketing tip to our social media offerings. In addition to our great specials, client happenings and general Dux mayhem, we’ll be posting what we call THE DUX DAILY each day on our Facebook page. (You Twitter followers will find it in your stream as well!)

  Our goal is for each week’s Dux Daily postings to center around a theme that we’ll expand on in one of our blog posts or Quick Quack ezines as well. We’ll share specific tips you can use as you plan your marketing efforts, whether through design projects, website development, screen printed wearables or promotional products.  We’ll also include links to valuable research that will help you know your audience and focus your marketing energies.

  We’re still brainstorming ideas for weekly topics, but here are a few of the Dux Daily themes you may see in the coming weeks:

  Writing effective press releases

  Choosing tee shirt ink colors

  Restaurant menu design

  Starting a safety program

  Writing content for websites

  Newspaper design tips

  Budget-conscious screen printing

  Using fonts wisely

  Benefits of blogging

  Getting started in social media

  Who’s on the internet

  Who’s on social media

  Effective logos

  Creating a logo standards package

  We’d love to hear your ideas! What types of Dux Daily tips would you like to see? Send us your comments! Please.

• graphic design, marketing

  Logo Design 101

  08.31.09 | This post was written by: Haley Montgomery | Permalink | Comment?

  In my tenure as Art Director of Dux D’Lux I’ve had the opportunity to work on many different types of projects from postcards, brochures and posters to tradeshow graphics, menus and billboards. Regardless of the exact specifications, one element is a consistent requirement for almost every marketing project I create: a logo. It’s hard to produce effective marketing materials without one.

  A logo design that is used repeatedly throughout a company’s marketing program can greatly increase the effectiveness of each piece by providing much-needed brand recognition, by conveying important “at-a-glance” information about products and services and by offering a consistent and professional “look” for all business communications. It sounds good, right? But, how can you be sure you have an effective logo?

  When I put on my pink self-promotion hat (the one with the whirligig on top), the short answer is to call Dux D’Lux, of course. But, there are a few guidelines that I often share with clients who are contemplating the logo development process. Creating a company or organizational logo or comprehensive brand can be a difficult and time-consuming process. It helps to set a few parameters at the outset for what constitutes a good logo design–what an effective logo must accomplish for your business. Consider these four requirements as you begin the process.

  APPEAL. 
A visual identity should appeal to your prospective clientele, and help your business stand out among the many symbols and images confronting them daily. In addition, even if your customer base is fairly specific, your logo will be viewed by a wider audience. Thus, it can effect your company’s reputation even among people outside your target group. A visual identity should create favorable associations for a wide range of people without alienating.

TIME. 
An effective visual identity has a timeless look and appeal. Although it will probably be updated several times throughout your company’s life, in most situations a logo should serve you for a decade or more. While your business strategies may respond to trends, a trendy logo will more likely undermine your company image.

  FLEXIBILITY. 
Your logo will be used in a variety of applications throughout its life. It must work equally well from business cards to billboards. It should be adaptable for use in many media including offset printing, screen printing, promotional product production, video, internet, etc. Although it is important to be consistent in the use of color in your logo, it should also be easily converted to black and white, for cases when a 1-color application is more economical.

APPROPRIATENESS. 
An effective visual identity communicates your business style and strategies. It interprets your company goals, commitments and services for the public. The “look” of your identity, your choice of images, colors and typefaces, should reflect the reality of what you do, as well as the image you want to portray.

  APPEAL. A visual identity should appeal to your prospective clientele, and help your business stand out among the many symbols and images confronting them daily. In addition, even if your customer base is fairly specific, your logo will be viewed by a wider audience. Thus, it can effect your company’s reputation even among people outside your target group. A visual identity should create favorable associations for a wide range of people without alienating.

  TIME. An effective visual identity has a timeless look and appeal. Although it will probably be updated several times throughout your company’s life, in most situations a logo should serve you for a decade or more. While your business strategies may respond to trends, a trendy logo will more likely undermine your company image.

  FLEXIBILITY. Your logo will be used in a variety of applications throughout its life. It must work equally well from business cards to billboards. It should be adaptable for use in many media including offset printing, screen printing, promotional product production, video, internet, etc. Although it is important to be consistent in the use of color in your logo, it should also be easily converted to black and white, for cases when a 1-color application is more economical.

  APPROPRIATENESS. An effective visual identity communicates your business style and strategies. It interprets your company goals, commitments and services for the public. The “look” of your identity, your choice of images, colors and typefaces, should reflect the reality of what you do, as well as the image you want to portray.

  If you are ready to create a more professional and attractive image for your organization, an effective logo is the first step. Give us a call! Of all the projects I mentioned, logo development is definitely my FAVORITE.

• marketing

  7 Tips for More Effective Press Releases

  08.13.09 | This post was written by: Jennifer Nelson | Permalink | Comment?

  Press releases are important to both companies and the media.  While a company can advertise and build up great customer relations, they should also build up working relations with the media of the town.  Media is supposed to be the voice of the people.  Also, the media needs press releases because they cannot be aware of everything, as much as they would like to be.

  While I worked in print news, I got to read through some great press releases, and then some pretty terrible ones.  With this experience, I’ve come to notice a few things that incline a journalist to give a press release a second look.

  1. Read more news!  Whether it is print or online, it helps to know what is actually making it into the news.  When you read more, your writing starts to mimic a news story.

  2. The 5 W’s and H!  Reporters are taught to write about the who, what, when, where, why and how.  If you include several of these in your release, then a writer can more easily use it for their own story.

  3.  Proof read!!  There is nothing worse than sending out a release with misspellings, bad grammar and having their, there and they’re messed up.  Not only with they not look at this release, but they are not likely to want to look at future writing from you.

  4.  Interview someone – Articles have sources.  If you include a couple of quotes from someone in your company, then the media has the first source for a story about your wonderful company!

  5.  Add the company mantra!  The last line or two should reflect the great things your company has to offer.  Sadly if you do not take an interest in the programs you have to offer, no one else will either.  You never know what a journalist might take to use.

  6.  Avoid needless releases!  If you have nothing to report, don’t send out a press release.  Just trying to get the media to remember your name with a release a week gets tiring for the journalist sifting through the releases.  If you send a press release only when you have something important to say then the media is more likely to notice.

  7.  Cut the fluff!!  Format your press release so that it is clear and to the point.  Journalists write for a 6th grade reading level.  Don’t write above that.  You might like to sound intelligent, but they don’t want to read that.  All the fluff ends up cut anyway.  The easier you make the information on the reporter, the more likely it will end up being reported.

  Now that I’ve said those, just know – this is just a recipe for a better press release.  Just like a chocolate chip cookie recipe, there are many out there.  The real trick is to find something that works for you in your area.

  I hope this helps your press release get that second look we all hope for!!

  Press releases are important to both companies and the media.  While a business can advertise and build up great customer relations, it should also build up working relations with the local media.  Media is supposed to be the voice of the people–which means you and your company.  Also, the media needs press releases because they cannot be aware of everything, as much as they would like to be.

  While I worked in print news, I got to read through some great press releases, and then some pretty terrible ones.  With this experience, I’ve come to notice a few things that incline a journalist to give a press release a second look.

  1. Read more news! Whether it is print or online, it helps to know what is actually making it into the news.  When you read more, your writing starts to mimic a news story.

  2. The 5 W’s and H! Reporters are taught to write about the who, what, when, where, why and how.  If you include several of these in your release, then a writer can more easily use it for their own story.

  3.  Proof read!! There is nothing worse than sending out a release with misspellings, bad grammar and having their, there and they’re messed up.  Not only with they not look at this release, but they are not likely to want to look at future writing from you.

  4.  Interview someone. Articles have sources.  If you include a couple of quotes from someone in your business, then the media has the first source for a story about your wonderful company!

  5.  Add the company mantra! The last line or two should reflect the great things your company has to offer.  Sadly if you do not take an interest in the programs you have to offer, no one else will either.  You never know what a journalist might take to use.

  6.  Avoid needless releases! If you have nothing to report, don’t send out a press release.  Just trying to get the media to remember your name with a release every week gets tiring for the journalist sifting through the releases.  If you send a press release only when you have something important to say then the media is more likely to notice.

  7.  Cut the fluff!! Format your press release so that it is clear and to the point.  Journalists write for a 6th grade reading level.  Don’t write above that.  You might like to sound intelligent, but they don’t want to read that.  All the fluff ends up cut anyway.  The easier you make the information on the reporter, the more likely it will end up being reported.

  Now that I’ve said those, just know – this is just a recipe for a better press release.  Just like a chocolate chip cookie recipe, there are many out there.  The real trick is to find something that works for you in your area.

  I hope this helps your press release get that second look we all hope for!!

• marketing

  Marketing the Old Fashioned Way

  07.21.09 | This post was written by: Haley Montgomery | Permalink | Comment?

  Boy, the popularity of online advertising and social media marketing has exploded over the last few years! (Just look at Dux getting in on the bandwagon!) The effectiveness and potential ROI of new media venues is increasing. So, is social media making traditional ad campaigns like these we designed for the Starkville Convention and Visitors Bureau and Frank Wall Enterprises obsolete?

  

  No way! So says a recent survey conducted by the U.S. Postal Service. Consider these statistics about the value even technology-savvy consumers placed on printed brochures, direct-mail catalogs and magazines, and how printed pieces can serve as a companion to online media:

  Magazines:
  • 84% regularly read consumer publications
  • 72% read magazines even when the same content is online
  • 47% said magazines drove them to search online
  • 54% report magazines influenced their recommendations

  Custom publications:
  • 74% found them more appealing than an ad
  • 68% said they enabled better purchasing decisions
  • 61% said they recalled seeing or receiving them
  • 78% said they showed a company’s interest in building customer relationships

  Believe it or not, even though online social media services like Facebook and Twitter, and online advertising opportunities like pay-per-click services and website ad space are gaining momentum, consumers still perceive value in being able to hold something in their hands. In addition, advertising placements in traditional media can actually serve to boost readership and interaction for your website. As you’re outlining your goals for upcoming marketing plans, keep your advertising budget healthy by including a healthy portion of both online and traditional media.

  INSIDER NOTE: The next installment of QUICK QUACK publishes to your inbox today! You can view it here!  This issue features:
  • Two Back-to-school Specials
  • An A+ Direct-mail marketing idea
  • Hot t-shirt colors for the end of summer

  If you aren’t on the D-List, subscribe now to get the August 4th issue in your inbox.