Sometimes, despite all your best efforts, your business may not appear in the light you want it to. So what do you do?
Tell the truth, prove it with action, listen to the customer, manage for tomorrow, conduct public relations as if the whole company depends on it, remain calm, patient and good-humoured!
Kmart’s Anzac Day backflip is an example of good crisis PR. A single story on news.com.au garnered 430 negative comments in response to its decision to apply for pre-1pm trading. Kmart acted swiftly, within 24 hours issuing an apology, withdrawing its application, with managing director Guy Russo accepting personal responsibility.
“I got this one wrong and on behalf of Kmart, I apologise to the RSL, retired and current members of the Australian Defence Force and the wider community for any offence that this application has caused," said Russo.
If you compare the viewing stats on the Google News Chart, Russo’s personal apology garnered close to the same amount of views as the original story that caused the furore in the first place. The issue was handled effectively, quickly – and as a result faded off the news agenda as fast as it had arrived.
Wednesday, May 26, 2010
Wednesday, May 19, 2010
Leveraging your Media Coverage – To Attract New Clients
Microsoft’s first version of its Xbox gaming console sold out within 24 hours of being available in stores, and had an awareness rate among consumers around 88% percent two weeks before launch, and prior to the start of any advertising. And this was also before the use of social media as we know it today. The results were achieved almost exclusively through media relations.
Now, Microsoft may have planned its PR campaign around a major launch of a new product, with national distribution and months of planning, but the same ‘phenomenon’ of reaching clients and generating sales through public relations can easily be replicated on whatever scale fits your business.
• Firstly, simply let the media coverage do the job of leverage for you, as it instantly drives new clients to you because they saw, read or heard about your book, product or service.
• Send out a mailer or email highlighting your press coverage to prospective clients, as well as to your own list, to convert those merely following you to purchasing. The credibility the media coverage offers may be just the incentive - or reminder - that they need to buy. And, no matter how well YOU promote your company to target clients, having the media do it for you gives it that much more impact.
• Highlight your media results on your website. Now, when people visit your site, or someone new finds you through an Internet search, you are no longer a ‘generic’ business - you have the (implicit) endorsement of the press that you are among the best in your industry!
• You just never know what other opportunities, deals or partnerships may be leveraged through the mere act of ‘being seen’ in the media. In next month’s teleclass I interview Justin Herald, whose appearance on ‘A Current Affair’ led to hundreds of calls from retailers wanting to stock his Attitude clothing line. Retailers who’d previously ignored him!
Now, Microsoft may have planned its PR campaign around a major launch of a new product, with national distribution and months of planning, but the same ‘phenomenon’ of reaching clients and generating sales through public relations can easily be replicated on whatever scale fits your business.
• Firstly, simply let the media coverage do the job of leverage for you, as it instantly drives new clients to you because they saw, read or heard about your book, product or service.
• Send out a mailer or email highlighting your press coverage to prospective clients, as well as to your own list, to convert those merely following you to purchasing. The credibility the media coverage offers may be just the incentive - or reminder - that they need to buy. And, no matter how well YOU promote your company to target clients, having the media do it for you gives it that much more impact.
• Highlight your media results on your website. Now, when people visit your site, or someone new finds you through an Internet search, you are no longer a ‘generic’ business - you have the (implicit) endorsement of the press that you are among the best in your industry!
• You just never know what other opportunities, deals or partnerships may be leveraged through the mere act of ‘being seen’ in the media. In next month’s teleclass I interview Justin Herald, whose appearance on ‘A Current Affair’ led to hundreds of calls from retailers wanting to stock his Attitude clothing line. Retailers who’d previously ignored him!
Wednesday, May 12, 2010
Leveraging your Media Coverage Part One – With Clients
Have you ever been in a restaurant and, as you approached the counter, you noticed a framed clip from a magazine in which the restaurant has appeared because its expertise or services? It’s always impressive. Even if you’re a regular visitor to the restaurant, it’s a nice ‘reminder’ that they are skilled, talented and worthy of your business…or whatever other positive thoughts you associate with the media coverage.
The article may also feature a service you did not know the restaurant offered, like meeting catering. This may help “upsell” you into a service that you didn’t even realise you needed, until you walked in the door!
And this is just one way in which media coverage can be leveraged to enhance your profile and credibility among your existing client base. You may come up with more on your own, but here are a few good ways to get started making “positive noise” with your media coverage so that clients want to continue using your services - and recommend you to others.
• Send a mailer to your database touting the coverage. I saw an example of this recently where a homeowners insurance company mailed a postcard to its clients mentioning that a very high profile magazine ranked them THE best. Any need to look around for a new insurance company when you are already with the best? No.
• For coverage in magazines, enlarge and frame your clips to hang in your office, store, showroom, etc. Or you can simply frame the magazine covers, which also looks very impressive.
• Email your clients or database about upcoming media coverage so they can watch your appearance ‘live’ on TV, or know what newspaper or magazine to pick up.
• Use your coverage to entice clients to come see you, thus making you some ‘found’ money. For example, make an offer in which anyone who brings in a clip of your recent media coverage gets a discount on your products or services for a limited time.
The article may also feature a service you did not know the restaurant offered, like meeting catering. This may help “upsell” you into a service that you didn’t even realise you needed, until you walked in the door!
And this is just one way in which media coverage can be leveraged to enhance your profile and credibility among your existing client base. You may come up with more on your own, but here are a few good ways to get started making “positive noise” with your media coverage so that clients want to continue using your services - and recommend you to others.
• Send a mailer to your database touting the coverage. I saw an example of this recently where a homeowners insurance company mailed a postcard to its clients mentioning that a very high profile magazine ranked them THE best. Any need to look around for a new insurance company when you are already with the best? No.
• For coverage in magazines, enlarge and frame your clips to hang in your office, store, showroom, etc. Or you can simply frame the magazine covers, which also looks very impressive.
• Email your clients or database about upcoming media coverage so they can watch your appearance ‘live’ on TV, or know what newspaper or magazine to pick up.
• Use your coverage to entice clients to come see you, thus making you some ‘found’ money. For example, make an offer in which anyone who brings in a clip of your recent media coverage gets a discount on your products or services for a limited time.
Wednesday, May 5, 2010
What is Your Marketing Investment to Payoff Ratio?
When it comes to marketing your business, ask yourself three questions: What are my marketing goals? On what do I spend the most money to market my business? And where do I focus the majority of my time? Now assess the results you get in return for your marketing efforts, based on your goals.
Recently “Company B” approached the agency about public relations, seeking to create national awareness for their brand and products, grow their email list and penetrate new markets and customers. They wanted to know how PR works, what they need to do to get started, how much it would cost, and what the payoff would be for their company. They were very excited about the potential rewards that come from public relations, but were also nervous about the financial investment. I certainly appreciate this; PR is an investment if you hire an agency, and not every business is yet at a point where this is feasible (which is why I created Publicity Express!).
In continuing our discussion with Company X, the interesting part was learning that they were paying tens of thousands of dollars to purchase lists of names in order to conduct direct mail marketing, as well as exhibiting at various trade shows around the country each year. When we asked if these activities were proving to be fruitful, the answer was a resounding, “So-so.” So-so doesn’t seem like a worthy enough payoff for their investment and time, yet they hadn’t questioned these efforts - or the associated costs - because this is how many businesses in their industry choose to market themselves.
Whether it’s time spent on Facebook or Twitter, attending events, conducting direct mail marketing, or doing public relations, now is a great time to reassess your marketing efforts vs. payoff ratio. If you’re ready to ‘shake up’ your marketing mix to include PR, give me a call, or drop me an email!
Recently “Company B” approached the agency about public relations, seeking to create national awareness for their brand and products, grow their email list and penetrate new markets and customers. They wanted to know how PR works, what they need to do to get started, how much it would cost, and what the payoff would be for their company. They were very excited about the potential rewards that come from public relations, but were also nervous about the financial investment. I certainly appreciate this; PR is an investment if you hire an agency, and not every business is yet at a point where this is feasible (which is why I created Publicity Express!).
In continuing our discussion with Company X, the interesting part was learning that they were paying tens of thousands of dollars to purchase lists of names in order to conduct direct mail marketing, as well as exhibiting at various trade shows around the country each year. When we asked if these activities were proving to be fruitful, the answer was a resounding, “So-so.” So-so doesn’t seem like a worthy enough payoff for their investment and time, yet they hadn’t questioned these efforts - or the associated costs - because this is how many businesses in their industry choose to market themselves.
Whether it’s time spent on Facebook or Twitter, attending events, conducting direct mail marketing, or doing public relations, now is a great time to reassess your marketing efforts vs. payoff ratio. If you’re ready to ‘shake up’ your marketing mix to include PR, give me a call, or drop me an email!
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