How to Figure out what Marketing Is Right For You

May 24, 2012 Leave a comment

Mashable’s definition of Marketing is a great place to start thinking about your own company’s marketing mix:

How do you decide what marketing direction is the best for you?  That’s not necessarily an easy question to answer.  You need to know your company, your product or service, your target market and the direction you want your company to go.  Begin by writing out a marketing plan.  Initially have fun with it play with it, then start to hone it down.  Start with a list of questions and then fill in the answers.  But do it a few times and set it up so your answers can’t always be the same as the previous responses.  Look at your company and your business from a number of angles.

Do you need to:

  • drive sales?
  • find new clients?
  • build your brand?
  • reach a new target market?

PR and media relations can achieve a number of goals, but before launching a campaign, you need to define exactly what your specific goals are.  Once you have your marketing objective list, your next step is to review your marketing budget.  How much can you realistically spend to achieve your marketing goals?  Your budget is going to help define your approach.  If you have thousands that you can dedicate to marketing each month you have different options than if you have a couple of hundred or less to put towards your marketing efforts.

If you have a finite marketing budget, your first focus should be on establishing an online presence, by building an easy to read, informational website that speaks to your clients’ needs.  The Internet offers you a way to position yourself and your company online without breaking the bank, but simply having a presence on the Internet does not mean anyone is going to see it.  You need to drive visitors to your site.  This is when a social media outreach program, article marketing program and a blog can help.

But back to the PR question, although your budget will dictate how you’re going to implement your marketing campaign, your budget, or lack of it, does not need to stop you from utilizing media relations.  Draw up a campaign blueprint.  Then move forward.  Don’t waste valuable marketing time trying to figure out if you should launch a PR campaign, focus on how.  It is the one form of marketing that reaches your target market, offers you validation, credibility and establishes you as an expert in your field.  Define your needs, your objectives, your budget, the most appropriate approach and move forward.  The worst decision you can make is to do no marketing.  That’s a sure way to go nowhere fast.

Copyright © Anthony Mora 2012

Marketing. Mashable. Retrieved May 24, 2012. http://mashable.com/follow/topics/marketing/page/2/

Filed under Marketing Tagged with , , , , , , , , , , , , , , , , , , , , ,

How To Stand Out In a World of Dot.com Gerbils

April 16, 2012 Leave a comment

The internet has not only drastically changed industries, such as music, media and film, it has changed marketing forever.  Let me restate that, it is changing marketing on an ongoing basis.  How we send and receive information is in a constant state of flux.  There is no final destination; no point of arrival, there is only a constant ever evolving journey.   The not-so-long-ago lonesome trails of the net are now overly congested and traffic is bumper-to-bumper.

This is true not only of the number of web sites themselves but of the proliferation of web and dot-com advertisements. The amount has reached critical mass.  Not only has how we receive our information changing from PCs and Macs to pads and smart phones, but the amount of information that is flowing to us seems to be growing exponentionally.

The problem is the more information we receive, the less we actually register.  Every day we are bombarded with emails, pop ups, banners, etc.  It’s bad enough that we’re assaulted online; the offline world offers little escape.  From sponsorship of college football bowl games, to billboard ads, to stickers on produce, companies are trying any and every advertising and marketing avenue available to lure customers to their sites.

The sheer volume is so overwhelming that most of us are left with little more than a memory of countless dot-com companies that offer something – we’re just not sure what.  From traditional ads and commercials, to PR and media relations campaigns, to email marketing and social media campaigns, companies are trying any and everything to get your attention.

In real time the internet has shot from toddler to grown-up overnight, and the marketing strategies of even one or two years ago will no longer suffice.  So, where does that leave the entrepreneur who is looking to successfully market his or her online business?  Advertising, when done adeptly and consistently, is essential, but these days it can only take an internet company so far. To truly establish a company in the public eye, it’s imperative at some point for the message to take that defining, and validating leap from an ad that precedes the evening news to the story featured on the news.

Whether a company’s objective is to obtain more funding or attract more consumers to its site, there is nothing as validating and legitimizing as a well-placed print piece or TV segment.  The trouble is that not that many years ago, garnering Internet-oriented press was relatively easy.  Remember all of those articles and TV segments heralding the emergence of MySpace?   Stories about the launching of new IPOs, teen-aged wunderkinds who became overnight billionaires, and the very novelty of it all commanded reams of print as well as hours of TV and radio coverage. The wanna be Amazon.coms of the world were featured in every magazine and newspaper and on every TV and radio station.

Well, these days not only are consumers inundated with dot.com information, so is the media, and launching a successful media relations campaign is a bit tougher than it once was.  Still, when it comes to launching and implementing a successful marketing campaign for your online company a strategic mix of traditional PR and social media is your best bet.  As to the hows; I’ll be covering that in my follow up article.

Copyright © Anthony Mora 2012

PETERD. “Fish.” Photo. SEOBOOK. 17 Oct 2011. 15 Apr 2012. <http://www.seobook.com/web-publishing-strategies-help-you-stand-out-competition&gt;

Filed under Entrepreneur PR Tagged with , , , , , , , , , , , , , , , , , , , , ,

How to Successfully Use Traditional & Online PR

November 30, 2011 Leave a comment

When it comes to traditional PR if your main focus is being featured in the media, what you’re truly looking for is media relations which falls under the umbrella of public relations.  With the advent of online magazines, blogs and social media, there have been so many changes in how media and public relations work that it can get confusing.  You have some who still choose to ignore bloggers and social media and others who insist that traditional media is dead and focus only on their 2.0 approach.  Both of those approaches can be dangerous.  You don’t want to get into an either/or approach and at the same time you want to maximize the results you’ll get for your efforts.

For example, the blogosphere is huge.  There are millions of blogs out there and more are being added everyday.  You could get your company or product mentioned on a large number of blogs that have very little traffic.  In that sense it could feel like you’re gaining traction for your public relations campaign, but are you really reaching your ultimate goals?  Getting as much coverage as possible online is important, but only if you’re doing so with a game plan in mind.  For example if you are approaching and pitching blogs in the blogosphere as a way to help your SEO efforts and as a way to help build your credibility and build a critical mass, then yes, you’re heading in the right direction, but if you are approaching this as though all blogs are created equal, you’re in trouble.

By now all of the mainstream media outlets have their own blogs whether the media outlet is The New York Times, the Wall Street Journal, Wired, or the Today Show.  Believe me even a small mention on one of those blogs is going to be worth more to you than feature coverage on a dozen of small unknown blogs. Why?  A couple of reasons. To begin with the mainstream media blogs get traffic.  More eyeballs are looking at the story.  But it’s also not only the fact that you’re being featured in the blog, it’s the credibility and validation that comes with a hit in the mainstream media.  You are now a news story.  So it’s true that all blogs are not created equal.  Still you don’t need to land coverage in a mainstream media blog, to reap the benefits of being featured in one.

More and more blogs are becoming significant influencers.  The more bloggers you can interest in your story, the more your coverage will grow.  A strong blogger relations approach can be tremendously important.

As I mentioned at the start, the important thing is not to view this as an either/or approach.  Pitching mainstream media does not mean you should ignore blogs and focusing on online coverage does not necessitate ignoring the traditional media outlets.  All of these outlets are important.  Your most effective and successful approach is to come up with a PR game plan that is targeted yet inclusive.

Copyright © Anthony Mora 2011

Filed under Entrepreneur PR, Media Relations Tagged with , , , , , , , , , , , , , , , , ,

Developing a New PR Approach

July 25, 2011 Leave a comment

Marketing has shifted dramatically in the past decade.  With the advent of blogs and social media, companies now have different marketing and PR needs.  With that in mind, it’s important to rethink your approach to media relations.  As opposed to focusing solely on traditional PR campaigns or 100% on online campaigns, consider a menu of strategies.   What fits your specific needs can vary, from

1) A full blown traditional PR and social media campaign,

2) A campaign that emphasizes traditional public relations, along with a more targeted online media approach,

3) One that cover a targeted traditional media outreach in conjunction with an online media approach,

4)  A campaign that focuses 100% on online PR

5) A social media campaign.

6) You get the picture, you can mix and match.

Remember what is right for you and your company depends on your specific needs and its budget.  Although it is possible to launch a successful online PR campaign, it is quite different from a traditional media outreach.  The media outlets and the overall approach have to be handled differently.  When launching an online campaign, you’re targeting bloggers, online media, forums and individuals via social media such as Facebook and Twitter.  Your approach needs to be more conversational and more personal in its tone. The traditional media approach is more formal and more press release driven.

This is a PR/marketing world of mix and match, and no one approach is designed to fit all.  Study your prospective clients and customers; review your marketing needs and how to best reach your target market. Now come up with a plan that specifically meets those needs.

Although both traditional and new media PR campaigns can be successful, your best bet is to create a campaign that encompasses both. Whereas some companies have been quite successful going strictly with the online approach, your needs might be better served by adding the credibility of being featured in the news.  A feature in a magazine or segment on a TV program changes how you’re viewed by your clients and prospective clients.  You are more readily perceived as an expert in your field.   People who see your magazine articles and TV segments on social media sites will view you as an expert, as a professional who can be trusted.

A strong traditional media campaign is still imperative to gain the credibility and validation of being featured as a news story.  Yet particularly when starting out, you can achieve your initial marketing goals if you have both a strong online presence and a limited traditional PR campaign.

Develop a media relations plan and campaign that is designed specifically for your needs.  Don’t assume you intrinsically know who your target market is and how to reach them.  Do your homework.  It will pay off in the long run.

Copyright © Anthony Mora 2011

Filed under Marketing, Media, Media Relations, PR Tagged with , , , , , , , , , , , , , , , , , , , , , ,

The PR How-to Bible

June 18, 2011 1 Comment

It’s said that you can’t find the right answers until you ask the right questions.  So with that in mind if you are thinking of hiring a PR firm or of launching a media relations campaign for yourself, the following is a list of how to questions to ask yourself before moving forward.  Done correctly, a PR campaign can establish your brand and build your business and establish you as an expert in your field.  It’s the most powerful marketing tool out there, so give it a shot, but first do your homework.  Find out what you need to know how to do in the list below.

As you go through the list, write out your answers and see where you feel most comfortable and where you feel you need some help, or points that you need to give more thought to.  Once you’ve reviewed the questions and developed your own list, you can start searching for the right answers.

With that in mind, before you move forward on a PR campaign, you want to know:

PR CAMPAIGN CHECKLIST:
How to set up your public relations objectives
How to outline your PR timeline
How to develop your story
How to come up with 5 story angles.
How to write a press release
How to decide which stories to start with,
How to decide what angles to pitch local and national media
How to deliver press releases
How to create a media list
How to pitch the media
How to do an interview
How to develop an interview script for TV, local, newspaper, national
How and when to send out press releases,
How to brand your company using PR
How to create a compelling PR story
How to use media relations to reach your long term marketing goals
How to pitch your story and not your product or service
How to establish yourself through the media as an expert in your field
How to find a media trainer
How to meld social media and PR
How and why to develop a blog
How to use video marketing in your public relations campaign
How to create a story online
How to magnify and amplify an article or TV segment on the internet.
How to pick a PR consultant that meets your needs
How to use PR to launch and develop your brand
How to use your media in advertising, online marketing, and social media.

These aren’t all of the how-to points you need to review, but if you’ve gone through and answered all of the above questions, you are well on your way to launching an effective public relations campaign for you and your company. Perhaps the most difficult question is how to know how long to give a campaign.  Generally, I’d say give it at least six months.  Trying a campaign for one or two months is counterproductive.  If you stop in two months, you’ll never know how successful it could have been.

Copyright © Anthony Mora 2011

Filed under Marketing, PR, small business, social media Tagged with , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Marketing You

June 16, 2011 1 Comment

Sometimes it just seems as though we should market whenever and wherever possible, particularly during tough economic times.  And now with the array of marketing venues available things can get more confusing than ever.  The promotional choices seem endless including traditional advertising, direct marketing, public relations, online marketing, SEO, social media… the list just keeps growing.

But don’t simply make knee-jerk choices, when picking a marketing program, or building a personalized marketing machine.  When it comes to marketing, you can’t separate yourself from your business.  You want to reach your target market and increase sales, but you also want to present yourself and your company in a specific way.  With an organic marketing campaign, you’re not only marketing your business, you’re marketing yourself. You want your brand to illustrate who you are and what your company stands for.

PUBLIC RELATIONS

One the of reasons I’m such a strong advocate of traditional PR is that it is the best marketing tool available for branding your business.  Nothing offers you the validation and credibility of being featured in the news.  You are positioned as an expert in your field.  Your product or service is presented, not as an ad or a commercial, but as a news story.  But even within the PR arena, it’s important that you figure out:

How you want to be presented
Whether you’re comfortable being the spokesperson
What media you want to approach
What type of media angles you want to use, etc.

Even once you pick a marketing approach, such as media relations, you need to tailor it to meet your specific needs.

ADVERTISING & DIRECT MARKETING

So, let’s say that PR is part of your promotional mix, an integral element in your marketing machine, what other forms of marketing are you going to utilize?  There’s advertising, but that can get expensive, and if you’re going to give it a shot, you need to commit to giving it some time (actually you need to commit some time to any form of marketing to see if it actually works).  If advertising is in your marketing mix:

Where are you going to advertise?
What image are you going to put out there?

Direct marketing is another avenue, but again, does that type of marketing truly suit your type of business?  If you have a restaurant or a spa it very well could.  It might not suit another business as well.

INTERNET MARKETING

Finally, we come to the wild world of the internet.  Here you have article marketing, online advertising, blogging, social media, ezines, etc.  The trouble here is often it might look like you’re moving forward, where in fact, very little is happening.  You could have a couple of thousand followers on Twitter, but is that converting into actual business?  Also, with such approaches as article marketing or blogging, are you comfortable writing?  Is that one of your strengths?  On the net content is king.  If you are posting information, you want to make sure that it’s accurate and that it says what you want to say, how you want to say it.  There are those who will write and post for you and that can often work, but make sure that you are keeping your voice and your point of view, otherwise you’re losing control of your message, which means you’re losing control of your brand.

Some people thrive online and have fun posting blogs, commenting on other’s blogs and posting on the various social media sites.  Others find it intrusive and intimidating.  If you are one of the latter, that doesn’t mean you should avoid blogging or social media, but that you should either have someone do it for you who you can carefully supervise, or that you should come up with a system that takes no more than an hour a day.  So although social media is the buzz-of-the-day maybe you’re someone who hates the net, but loves the phone.  Cold calling could still be your most valuable marketing tool.  This entire marketing puzzle is best solved by focusing on your strengths.  Yes, there will be marketing arenas you’ll be leaving out, but that’s okay.   You’re life will be simpler, your approach will be streamlined and, you’ll find, your personalized marketing machine will work much more effectively.

Copyright © Anthony Mora 2011

Filed under Branding, Business Strategy, Marketing, Public Relations Tagged with , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Making Money on YouTube

April 7, 2011 Leave a comment

Ten independent YouTube stars made over $100,000 in 2010.  That is the finding of a study done by TubeMogul.  By independent they mean YouTubers who were not part of a traditional media company or corporate campaign.  A prime example is Natalie Tran, who is reportedly the most subscribed to YouTube user in Australia and is said to bring in over $100,000 from her YouTube video postings.  An article in the New York Post reports that some YouTube partners are making over $1 million from their efforts.

How?  It varies. There are a few potential revenue avenues for YouTube entrepreneurs. These include banner ads, pre-roll and overlay ads sponsorship and merchandise sales. Some YouTubers have sponsors, but for most, revenue comes from banner ads placed near their videos.  YouTube splits its ad revenue with partners 50-50.  And although it’s an incremental process, it’s amazing how much some are generating from their banner ads.

Few are getting rich, but some have quit their day jobs and are full time YouTubers, others have hit the big time.  For videos and YouTube channels that generate a real buzz and drive traffic the rewards can be amazing.  Not only do these YouTube stars generate a following and various money streams, many establish themselves as personalities.  By passing the traditional star making machine these trailblazers have been able to create their own opportunities.   Not only are they establishing themselves via YouTube and generating various cash flow streams, many of these are crossing over from the net to more traditional media outlets establishing themselves in print, film, CDs, and TV.  Welcome to the new star making machine.

Copyright © Anthony Mora 2011

 

Filed under social media, social networking, youtube Tagged with , , , , , , , , , , , ,

Success Secret: Sell Your Value, Not Your Service or Product

March 11, 2011 1 Comment

The clients are out there, you just need to reach them.  And the best way to get them to take notice, is to sell your value not your product or service.   But, before you can present your value, you have to understand exactly what it is.  Your product or service is what is most apparent, that’s what people see, but your value is generally a bit more hidden.  If you own a beauty salon, your service is pretty straightforward, you cut, style and color hair.  But what is the value you’re offering?  You help people feel younger, more attractive, happier, or more successful.  Your value depends on your client, but your value is more the emotion than the actual hair you cut or style.

What is it you’re selling? And I don’t mean what product or service.  Are you selling health, wealth, beauty, success, fun?  What is the value or effect that your product or service offers your customer?  Focus on that.  Sell your value not your product.  This can be trickier than it seems.  I’ve worked with several companies that understood the product they were selling, but not the value.  Take some time and figure out who your target market is and what your product or service truly offers.  What is the core value?  When you’ve figured that out, the next step is to find the best avenue(s) to reach them.

Once you know exactly what value you’re offering your clients, find the unique marketing mix specific to your needs.  Then you’re set to reach and land more clients – now!

Most businesses are looking for clients or customers. The trick is to reach them and then to effectively communicate with them.  Even in a shifting economy, people still spend money, buy products, and use services.  The economy may take a downturn but it will eventually start to go up again.  You not only want to be prepared for the upswing, you want to use strategic marketing and promotional tools now to find your clients and build your business, even during the most challenging times.

Consider all of the possibilities including advertising, direct marketing, public relations, Internet marketing, networking, etc.  Make a list of them as well as a list of how your business can benefit from each.  Pick two promotional avenues to start with.  My favorite approach is a mix of PR and specific forms of Internet marketing, since each helps reinforce the other.  You can create a buzz on the Internet and then launch a PR campaign around the phenomena you created, or you can post your media coverage on the Internet and multiply the amount of potential customers who see it by thousands, potentially millions.

Once you understand what you’re really offering your customer and can effectively articulate it, you’ll be able to define your most effective marketing venues.  Then, you’re set to move forward.  You’re ready to reach and land new customers- now!

Copyright © Anthony Mora 2011

 

Filed under business, internet marketing, sales, Sell YOur Product, selling Tagged with , , , , , , , , , , ,

The Double Dream Hands YouTube Phenomenon

January 21, 2011 Leave a comment

The internet has changed the media topography.  Now a story can break on YouTube or on a blog or social media outlet and can become a major story in the traditional media.  I’ve watched online phenomena grow, but this has been the first time I’ve been able to experience, from the inside, just how strong a video going viral online can be.

The Double Dream Hands video featuring John Jacobson has taken off in a big way.  Recently Ellen showcased the video on her TV show.  In a pretty funny segment, Ellen is there dancing along with John. (link).  But even before the Ellen segment, the video of John showing kids how to do the Double Dream Hands dance had exploded online.  On YouTube the video now has well over one and a half million views.  This phenomenon was certainly unexpected.  John had posted other similar videos before, but this one hit a chord.

We’re not talking about a flash in the pan, or about someone who made a video simply to have it take off on YouTube; John Jacobson is the real deal.  He’s a star to preschool students, middle school students and music educators around the world. A well-respected composer, choreographer, teacher and performer. John is the Senior Contributing Writer for bimonthly John Jacobson’s Music Express Magazine; produced and published by Hal Leonard Corporation, the publication reaches more than 3.5 million students every year. He is the author of “A Place in the Choir,” and other books.  His original recordings are favorites of children; parents and thousands of educators across the country perform his musicals and revues as a part of their curriculum.

John has staged hundreds of huge music festival ensembles in his association with Walt Disney Productions and directed productions featuring thousands of young singers including NBC’s national broadcast of the Macy’s Thanksgiving Day Parade, presidential inaugurations and more.  He is also recognized internationally as a creative and motivating speaker for teachers and students involved in choral music education.

In a sense it could be said that John was Glee before there was Glee.  He is an educator, author, songwriter and choreographer.  His mission is to transform kid’s lives through dance and music.  John is also the founder and volunteer president of America Sings! Inc., a non-profit organization that encourages young performers to use their time and talents for community service.  As I stated earlier, this guy is the real deal.

Yet with all of that work behind him it is the Double Dream Hands video that is bringing him into the national spotlight.  As John said, who knew?  His next question was whether after all of his work, would Double Dream Hands be what he was going to be known for?  The answer is no; John will be known for his body of work.  But this unique online viral phenomenon offers him a tremendous opportunity to reach the media, the public.  It is also brining new opportunities his way. This is a case where a video goes viral and creates a media story.  Since the video took off, talk shows, late night shows, print publications and other media outlets have been interested in covering him and his video.  It was organic and it was real.  John’s not faking it; he’s teaching kids how to do that dance on the video.  That’s what made it so interesting.

So, what PR or media lessons can you take from this story?  I’m not suggesting that you go out and intentionally try to create your own Double Dream Hands phenomena, but you can learn from this just how powerful a story or video that gains traction on the internet can be.  You do want to be aware of and pay attention to how you can position your online information and postings.  An online video, blog or social media posting can also become a traditional media story.  Although it might not be featured on Ellen or Oprah,  it could interest local or regional media.  Remember, social media now impacts traditional media.  You never know what’s going to grab their attention.

Copyright © Anthony Mora 2011

Filed under Marketing, Media Tagged with , , , , , , , , , , , , , , , , , ,

4 (more) Secrets to Developing the Perfect PR Pitch

December 21, 2010 Leave a comment

You might have a great story, but if you don’t know how to present it, you’re not going to grab the media’s attention.  Remember what seems like a great story for you might not seem that way to the media.  Building a great pitch for a TV segment or magazine article takes some time, thought and creativity.  Have fun with this process.  Give it some time and you just might uncover some hidden gems that will launch your PR campaign.

Before you approach the media, study and review the press release or pitch you’re going to be using.  Again, simply because it looks good to you doesn’t mean it will resonate with the media.  Keep working on and refining your pitch with the focus on how it will meet the media’s needs.

1. Debunking a myth:

If there are certain preconceived ideas in your industry, or surrounding the topic you’ll be pitching, focus on those and pitch a story around how those myths or preconceived ideas are wrong.  For example, if you’re in the fitness industry, come up with some points that debunk some commonly held misconceptions about working out or losing weight.  Present yourself as the expert who can set the record straight and  educate the public.

2. Comment on a national issue:

If there is a story being covered in the media, or if there is a particular topic that is being discussed that you can comment on do so.  For example, if you are an attorney and there is a particular legal case that is in the news, or if there is an issue or topic that is being discussed that you can address, pitch yourself as an expert in the field who can clarify and explain the topic.  Perhaps take a side and explain why the other side is wrong.  Make sure to explain why you are the expert to address this topic.

3. Seasonal Stories

The media always covers season stories.  It has to.  Whether the story has to do with the Christmas holidays, or summer, these are stories that are covered every year.  Find a way to pitch yourself or your product as a part of one of those stories.  For example if you own a beauty salon, or a cosmetic company, you can pitch a “new look for the new year” New Years story.

4. Your journey.

Often the best and most compelling stories are those that tell the story of your journey.  We’ve worked with a wide range of clients from filmmakers to physicians, and in almost every case the story of how the client developed his or her business, created the product, or started the service, served us well.  The media and people in general gravitate towards human interest stories that show how someone overcame odds to achieve a dream.

Keep all of these approaches in mind when you’re putting together your list of stories to pitch to the media.  Remember this is not a one-size-fits-all type of campaign.  Shift your pitch to match the needs of the particular media you’re going to be contacting.  Let the media know why your story works for them.  Keep your pitch short and to the point.  Present your story as a news segment, not as a pitch.  These tips work, so be prepared.

Copyright © Anthony Mora 2010

 

 

Filed under business, Marketing, PR Tagged with , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Successfully Marketing via the Internet

October 12, 2010 Leave a comment

The entertainment and the information industries have never encountered times like these.  The internet changed all the rules without bothering to inform anyone.  Even the sex industry, which initially saw the net as its cash cow is hemorrhaging money at record rates.  The two most obvious victims are the newspaper and the music industries.  As a generation came of age believing that content and intellectual property was free – everything changed.

According to the Economist, since 2000, 72 American newspapers have folded and circulation has fallen by a quarter since 2007.  But that pales compared to the thrashing the music industry has taken.  According to some accounts 95% of all music downloads are illegal.  95%!   What industry can survive that?  The book industry is following suit and the film industry is playing with new models in hopes of hanging onto as many dollars as possible.

So does this spell the end of these industries?  No, that’s not happening, but these are trying, difficult times as everyone from CEO’s to new artists are trying to figure out models that work.  And those models are there.

In India, the number of daily newspapers has surged by an amazing 44% according to the World Association of Newspapers.  The Times of India with a circulation of 4m is the world’s biggest English-language newspaper.  As publishers shift from English language and focus more on regional and local language publications, there will be an even greater growth.  The situation in India is a very different one compared to that in the U.S.  The internet has yet to take hold there as it has here.  But there is still a lesson to be learned.  For example, the newspaper industry in India is slowly moving from the English-language monolithic model to a more segmented, niche approach.  Therein lies one of the main secrets to success in this brave new world.

This is no longer a time to throw out as wide a net as possible; this is a time of specialization and niche marketing.  Find your market, focus on your target, and define who your viewers, readers, listeners or buyers are.  Now market to them specifically; use the internet which has created these challenging times as your ally.  The net offers you some amazing opportunities and avenues to communicate with your consumers and clients.

Develop a marketing strategy based on traditional public relations and social media.  Create free content that visitors want to read that will then lead them to content or products you can sell.  Have them join with you, become part of your tribe (so to speak).

A targeted media relations campaign can help establish you via magazines, newspapers and TV, you can then utilize that press coverage by amplifying it online.  Have your PR work for you.  It can separate you from your competition and establish you in your field Post your media hits on Facebook, Twitter, Digg, and YouTube.  Post them on your site and your blog.  Create a targeted offline/online media relations approach.  You’ll soon discover that the internet (the culprit that caused all these problems in the first place) can become your most effective marketing tool and your number one ally.

Copyright © Anthony Mora 2010

 

Filed under Entertainment, information, Internet, internet marketing, Media, Media Relations Tagged with , , , , , , , , , , , , , , , , , , , , , ,

← Older posts

Follow

Get every new post delivered to your Inbox.

Join 131 other followers

%d bloggers like this: