How To Decide Which Marketing Approach Is Best For You

May 8, 2012 Leave a comment

Marketing can be tricky. How, where, when and to whom you market all depends on the specific needs of your business.  The media mix that works for a physician will probably differ from the approach that will work for a coffee house.  But then again, maybe not, maybe the same marketing mix will perfectly fit both and it’s only the approach and implementation that needs to shift.

Before you decide on and implement marketing, advertising, public relations or a social media campaign, do some soul searching and figure out what marketing approach is going to most effectively serve you and your company.  Each company’s needs are different, which is why your approach needs to be individualized and tailored to your specific business.

When I launched my company I focused primarily in traditional public relations, that approach is still the most effective way to do if you want to reach your target market and gain the legalization and credibility that being featured in the media affords you.  Appearing on a TV show or in a magazine or newspaper can separate you from the competition, establish you as a news story and present you as an expert in your field.

That is one approach, but there are several others that sometimes work on their own and other times work in conjunction with a PR campaign.  A short marketing list would include:

  • Traditional advertising (including print ads and commercials)
  • Online advertising (including ads, banners, pop ups, etc.)
  • Direct marketing (including flyers, mailers, etc.).
  • Traditional public relations (including print, TV and radio)
  • Social media (including Facebook, Twitter, YouTube, GooglePlus, etc).
  • Email marketing
  • Seminars
  • Workshops
  • Speaking Engagements
  • Cold Calling
  • Article Marketing
  • Digital Media Apps
  • Mobile Advertising

That covers a pretty good marketing spectrum.  Chances are if you are doing some type of marketing outreach (which you definitely need to be) you’re utilizing one of the approaches listed above.   But again the question remains, how do you know when to use which type of marketing approach?  It took me a while to learn that this generally needed to be my first step when working with clients.   First we needed to define the objectives.  What did the client want to achieve with his or her marketing campaign?   Once we have that defined, we then decide on which approach or which combination of approaches are best suited to meet those objectives.  We developed a questionnaire to help clients define their needs, objectives and target markets, once we have that information, we then use that as a guide to help develop their most effective marketing plan and approach.  It could be one approach or a combination.  Or it could be an orchestrated sequential shifting from one approach to another.  It all depends.  Each business has its own specific needs.  Before you jump into a marketing direction take some time to define your objectives, your needs and your most effective marketing approach.  In the long run, you’ll be glad you did.

Copyright © Anthony Mora 2012

Petronzio, Matt. “47 Digital Media Resources You May Have Missed.” Photo. Mashable. 05 May 2012. 07 May 2012. <http://mashable.com/2012/05/05/digital-media-resources-39/>

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Cold Calling in Reverse: A Unique Approach to Signing Clients & Selling Products

May 4, 2012 1 Comment

You know what it’s like, you have your list (which you’ve either put together on your own- spending a lot of your time, or you’ve purchased one, spending a lot of your money) and you’ve practiced your pitch.  Now it’s time to pick up the phone and start making the calls.  Off you go trolling for clients, hoping to turn a cold call into a warm prospect into a paying client or customer.  It’s not easy.  It’s actually one of the toughest parts of business.  Keeping the pipeline filled with warm prospects is never an easy task, and cold calling is only one approach.  What if there was a way to get prospective clients to call or email you?  A dream?  Nope, it’s possible.

Media relations is a unique form of marketing. Unlike advertising or direct marketing, with public relations you can’t pick and choose specific outlets and dates that your story or segment will run – that is the challenge of PR. Yet, on the other hand, when a news story does run on you or your business, you are positioned in a unique and powerful way. A feature in a magazine or newspaper or a segment on TV or radio positions you as an expert and positions your company or product as a news story. That type of coverage offers you validation and credibility that no amount of advertising can buy. With PR you reach your target market and build your brand via the media.

Now combine traditional public relations with a social media approach. The lines between traditional PR and social media are blurring.  Land a story in a traditional magazine or newspaper and chances are that media outlet will have an online presence.  With that one move you’re suddenly edging closer to the social media world.  All you need to do is tweet the link or post it on Facebook and there you go, a traditional media campaign has now melded with a social media campaign. On the other hand, an interesting social media campaign can grab the attention of a magazine, newspaper or TV show and a social media phenomenon can become a mainstream news story.  It’s a two way highway and one that if worked well, can be an amazingly effective approach.

Marketing-wise, social media is opening new worlds of possibilities.  By combining your social media strategy with a traditional PR campaign you can create a powerful two-pronged approach which results in more followers, more buzz, more customers and more business. Also social media is a great example of how people can create conversion through conversation. It is also an avenue that can be used to transform public relations into personal relationships in order to build and grow a brand and a business.

The best part of this blended approach to marketing is that instead of you making cold calls to interest prospects, suddenly the phone rings and emails show up from prospects wanting to talk to you.  That’s always a nice conversation.

Copyright © Anthony Mora 2012

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Alice Cooper, Pat Benatar PR- & You

May 3, 2012 Leave a comment

I began in the media world as a freelance writer.  My focus was on music, primarily rock.  I learned how the PR and marketing machines worked, but also learned how working with their teams, rock acts formed their own brands and created their own legends.  For example, two of the rock stars I interviewed, Alice Cooper and Pat Benatar and Kate took very different paths and approaches, but both created an image and a brand that defined them, and made them quite a bit of money.

Alice (Vincent Damon Furnier) had perhaps the most fun of any rock star with his mage, paving the way for KISS and a plethora of shock rock bands.  The band was the house band at the Whiskey on the Sunset Strip and became the band to walk out on (something I had to admit to Alice that I had done myself).  As the image and act grew, he added guillotines, electric chairs, fake blood, boa constrictors, and baby dolls to his act, drawing on a number of  influences from horror films, and vaudeville acts, to the more theatrical Broadway musicals.  He pioneered an over-the-top, theatrical and uber violent brand of heavy metal created to shock and rock.  In person, Alice is a fun, funny amiable guy, who talks about his alter ego with a wink and a smile.

Not as over the top as Alice, Benatar created her own alter ego.  Initially Benatar’s focus was on classical and Broadway theatrical styles. Rock did not seem to be in the cards.  Inspired by Liza Millelli she quit her job as a bank teller and decided to give a singing career a stab.  Yet, Out of that Pat Benatar the rock sex goddess was born, which lead to two multi platinum albums and decades of success.  Again this was a case of creating a brand, an image and turning that brand into a career and an amazingly successful business.

You might think you have nothing in common with Alice Copper or Pat Benatar, but (surprise) you’re wrong.  Chances are you’re not launching a new rock act (then again maybe you are), but the basic gameplan of creating a brand and an image is the same whether you’re an entertainer, an entrepreneur, a physician, an attorney, a jeweler, or the owner of a new social media site.  You want to establish your brand.  You want to create that message, story and image that is specifically you and that separates you from the competition.  Your brand and story can be loud and carnival like or extremely subtle and sophisticated.  It depends on you and your company.   You’re image probably won’t have much to do with spandex, guillotines, or over the top make up.  Then again, if it does – use it!

Copyright © Anthony Mora 2012

 Ochs, Michael. “Alice Cooper.” Photo. Rolling Stone. 02 May 2012. <http://www.rollingstone.com/music/artists/alice-cooper>

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What PR Can Do That The Law Can’t – And Why That Matters To You

April 23, 2012 Leave a comment

Perhaps one of the most striking examples of how public relations, specifically media relations, differs from any other form of marketing is the way it can bring stories that the legal system has hit roadblocks to light.  PR can bring these stories to the public, and through media exposure enact change.  I can think of several cases that were floundering or caught in legal gridlock for one reason or another that were brought to public attention by the media, at which point the legal gears began to turn.  The media sheds light on a story that is shrouded in darkness and that light is often what leads to justice being done.  Those stories are often brought to the attention of the media by PR consultants.  Our company has represented clients locally, nationally and internationally where our focus was on bringing media attention to cases that, for one reason or another, were not being properly addressed through the legal system.  These are situations where PR can effect change when the legal system has hit a roadblock.

Not that your media needs or PR stories are going to be as serious as the one’s I’m referring to here.  But you see the basic point.  It’s the media coverage that gives those stories legitimacy, credibility.  PR brings them out of the shadows into the light of day and to the attention of the public.   In much the same way, media coverage can confer the credibility of being featured in the news to your story, service or product.  You are not presented as an ad or a commercial, but as the news.  That alone separates you from your competition.

Once you have the legitimacy of being featured in the news, you can take your media coverage and by using social media tools magnify and amplify your press coverage.  The combination of traditional media and social media makes for an incredibly powerful marketing tool.

Once you start to garner press coverage, you never know who is going to see, hear or read about you and that can result in totally surprising and unanticipated results. Always start a campaign with certain objectives in mind. Know your target market and outline your objectives.  Your gameplan will outline your primary focus.  But because of the powerful nature of the media, you never know what opportunities might arise.  I have witnessed some amazing results that neither I nor my clients envisioned. I have seen companies and careers built in record time, have had clients offered their own radio and TV shows after having been seen on the media. I’ve had clients offered positions in other companies, larger companies have offered buy-outs or mergers, and one client was offered complete financing on a new business venture after appearing on one talk show.

The bottom line is that media relations is an amazingly effective tool; it can effect social change and bring legal issues to light, but it can also brand your product, or company, build your business and substantially grow your customer base.

Copyright © Anthony Mora 2012

Faur, Peter. “Upset by the Reputation of PR? Get Over it.” Photo. Peter Faur. 14 Sept 2011. 23 Apr 2012. <http://peterfaur.com/2011/09/14/upset-by-the-reputation-of-pr-get-over-it#axzz1stciOT2O>

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PR Secret: A Good Story Will Get you in the Media Today

April 20, 2012 Leave a comment

With all of the new theories, programs, classes and seminars and master mind groups on how new media and social media are changing the world of PR, one thing remains constant, to be successful in the PR world, you have to have a story – good, compelling story with a strong narrative. All of the newest sites, gadgets, bells and whistles will get you nowhere, if you don’t have that in place.  Not that long ago, when the dot.com explosion firmly set on its head, the fact that AOL was set to swallow up Time Warner, was a story.  It actually should have been placed more in the realm of fiction, or better yet science fiction, but it sure as heck was a story; and one that received non-stop media coverage.  But if your company’s not about to gobble up Facebook, or Google, or Apple, how are you going to interest the media?  Some imagination and creativity on your part are in order.  You need the newest PR secret, which is also the oldest; you need a compelling story!

For example, if you’ve started a new website for your business, a press release announcing that your new site has been launched might get your company some ink in certain trade publications, you have a shot at garnering some online mentions on Yahoo and Google, but is that really what you want?  If you’re intent on launching an effective media relations campaign, you need to offer the media more than the fact you’ve created a new site.   What makes your site unique, special, different, or cutting edge?  What problems does it solve?  What questions does it answer?  How does it make a person’s life easier, happier, or more effective? 

This is no longer a one-story-fits-all world, and it’s imperative that a company develop press releases, hooks and ideas that will compel an editor, writer or producer to want to do a story. Think of the media less as a unified country than a segmented group of islands, each with its own interests, philosophy and needs.

What interests the Wall Street Journal will not necessarily interest USA Today, 60 Minutes, People, Vogue or your local media outlets.  The job of an effective media campaign is to interest each one of those venues.  Depending on  the campaign, the name of the game is to reach either a specifically targeted group or the largest number of consumers.  Each objective has its own strategy, but regardless of the strategy or objective, every campaign comes down to one main component; a good hook.

Copyright © Anthony Mora 2012

Snow, Shane. “8 Hot Media Trends You Need to Know.” Photo. Mashable. 19 Apr 2012. 20 Apr. 2012. <http://mashable.com/2012/04/19/hot-media-trends/>

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PR Secrets for Your Online Business

April 18, 2012 Leave a comment

Apart from Facebook and a few other IPO notables, dot.com IPOs no longer command the attention they did in the wild west of the late 1990s, and youthful billionaires, although still newsworthy, are no longer the big stories they were even two years ago.  These stories will continue to garner press, but they are not enough for a company to build a media presence around. The days of easy media are lost to the end of the 20th Century.  Already the 21st Century is a more demanding, more media-savvy time.

When dot.coms were still the rage, many internet companies turned to celebrities, hoping that by partnering with Whoopi Goldberg or Cindy Crawford, or some professional sports star, some of the stars’ fame and sheen would rub off on their online business. These companies were aware that the media love celebrities; and it is a star’s fame often that drives the media like moths to the proverbial flame.

But soon, even the celebrity factor began to wear thin; amazingly enough William Shatner survived as an online spokesperson, but overall internet companies found themselves faced with the same question that brick-and-mortar companies have faced for years: after the initial fireworks have cleared, how does a company consistently develop engaging and credible stories that will interest the media?

This is where public relations, specifically media relations and media placement come into the picture. When it comes to marketing a dot.com business, e-commerce site or internet product, a company must now broaden its scope to include an effective, story-driven media campaign. Unlike advertising, effective media relations can validate and legitimize a company – and for a fraction of what a comprehensive ad campaign costs.

This is not to say that when marketing an online business advertising and public relations are mutually exclusive. The two have different tasks to perform and one reinforces the other. Both can be vital to a successful overall campaign.  But in the 3.0 world of marketing it’s a mix of social media marketing and traditional PR that offers the most successful form of marketing.

During the dot.com heyday, many e-commerce companies did advertising overkill which cost-wise had a tendency to kill their business; most ignored or under-utilized the immense power and effectiveness of a well-targeted media relations campaign. Many figured that the more money they threw into an ad campaign, the more successful they’d be.  Few did their homework, thinking out of the box, and developing unique, compelling hooks and distinctive story ideas.

Meanwhile, the media began suffering from a bad case of dot-com burnout, which continues to this day.  It’s no longer enough to simply send out press releases announcing that a new site has been launched. Every day, thousands of press releases and pitches flood the email, snail mail, phone and fax lines (yes there still are some of those) of every media outlet in the country.

If a company wants to be noticed, or heard above this deafening roar, it better to know what each particular media outlet wants, understand each particular outlet’s demographics, and know how each editor or producer likes to be pitched.   Marketing has come full circle.  Once again it is all about the story.  Successful public relations comes down to having a credible, effective, engaging and instructional story to tell.  And that’s good news.  It means that the smallest, most cash strapped company has a chance to shine.  It simply needs to be creative.  When it comes to PR and pitching the media, remember, your story is your fortune.

Copyright © Anthony Mora 2012

Craig. “Advantages of Having an Online Business.” Photo. U2. NET. 29 Sept. 2010 18 Apr 2012. <http://www.uk2.net/blog/advantages-of-having-an-online-business/>

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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>

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Who Benefits Most From PR and Media Relations?

April 11, 2012 Leave a comment

One huge mistake when it comes to PR and media relations is thinking that it only helps those that are already established. For example, in the entertainment industry only George Clooney of Jennifer Aniston need PR, or in the business world only Apple and Google can really benefit from a public relations outreach, or in medical arena, only the Mayo Clinic or Johns Hopkins School of Medicine can take advantage of PR and media coverage.  Whereas it’s true that all those listed can and do take full advantage of concerted PR campaigns, it is perhaps even truer that those actors, companies or physicians who are up-and-coming can benefit even more.

Those that I listed above need PR to keep their image strong, but those that have yet to become known in the media are the ones who truly need the poser of PR.  They’re the ones who need to establish themselves in the market, as experts in their fields, and need to reach their clients and customers.  Apple, or Clooney or the Mayo Clinic don’t need to actively pitch their stories as they did before.  The media know to come to them.  Their job is mainly to screen requests and when they have a new story to tell, to alert the appropriate media contacts and set up stories.  It’s the newer companies, or those who have never utilized PR in the past that need to court the media and actively pitch their stories.

Ever wonder how the Clooney’s, Google’s and others got to where they are?  Hard work, talent, expertise, great products-  and plenty of media exposure.  None of these would be at the top of their fields without hundreds of stories in the media including TV, newspapers, magazines and radio.

PR can be like money; those that need it the least get it the most.  That’s why public relations is so vitally important for companies that want to grow, reach their target market, and land more clients or customers.  PR offers the validation and credibility of being featured in the news.  It presents entrepreneurs and companies as premiere in the field.  It opens doors, builds businesses and establishes brands.

So, don’t make the mistake of thinking that your company or business or career isn’t big or important enough for PR.  In fact it’s the opposite that’s true.  Instead of waiting to become big or successful enough to warrant PR, use a creative public relations campaign to transform your business into that successful company you’ve been dreaming of building.

Copyright © Anthony Mora 2012

Getty Images. “George Clooney.” Photo. IndiWo. 25 Feb 2008. 11 Apr 2012. <http://indiwo.in.com/india/features/entertainment-life/in-pics-oscars-2008-hot-men-on-the-red-carpet/30631/0>

“Apple logo.” Photo. Forbes. 13 May 2011. 11 Apr. 2012. <http://www.forbes.com/sites/ericsavitz/2011/05/13/apple-analyst-says-no-lte-in-iphone-5-to-add-sprint-t-mobile/>

“Google Building.” Photo. The Inquisitr. 11 Nov 2012. 11 Apr. 2012. <http://www.inquisitr.com/89991/google-fires-raise-tipster/>

“Mayo Clinic: Defend Your Corporate Identity.” Photo. Bloomberg Businessweek. 11 Apr 2012. <http://images.businessweek.com/ss/09/10/1006_twitterville/17.htm>

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Easter Season PR Tips

April 6, 2012 Leave a comment

One of the main things to look for when pitching the media is how and when you can pitch your story to an event, a breaking news story, a season, or a holiday.  For example, around New Years is a perfect time to pitch stories about weight loss, exercise and fitness. That’s the time that people, who have overeaten during the holiday season are making their resolutions to get into shape, lose weight and establish new eating habits.  Not that those resolutions often stick, but if you’re a fitness trainer, or are marketing a weight loss supplement, or have written the latest and greatest diet book, this is a perfect season to launch your media relations campaign.

Likewise, if you run a spa or you’re a florist, or you sell designer chocolate, Valentine’s Day is great time to launch a PR outreach campaign.  Valentine’s Day is also your target day if you’re a relationship expert and have a new book on finding that right someone, or if you run a dating website.

But what about Easter?  What are some campaigns that work best during this season?  There is quite a lot you can do.  The following are some Easter PR tips to keep in mind.  Remember these are basically seasonal, so you can launch them a bit before the actual day, but can also keep working the campaign for a few weeks after Easter has passed.

  1.  Easter is about spring renewal, which means flowers.  If you’re a florist, you’ll want to consider coming up with unique Easter floral arrangements, gifts, displays, etc.  Tie a story into your pitch.  How do the flowers specifically illustrate the season?  What makes these displays Easter specific?
  2.  Easter is also about food.  Pitches that offer unique Easter recipes, dishes, and desserts can work.  Try to give the recipes some history.  Where do they come from?  What makes them special?  How do the tie in to the season?  Build a story around the pitch
  3.  Easter is also about fashion.  If you’re a designer of clothes or accessories create a PR pitch that ties the season into your designs.  Come up with creations that are specific to the season.  Present yourself as an expert, explain what colors and fabrics should be worn and why.

All of the above are secular ways to pitch, but this is also a great time for churches to do a PR campaign.  What could be a better time to reach out to the public.

You get the idea.  Easter signifies a celebration of spring and renewal.  Find a way to tie your product into those concepts.  Be creative.  Have fun with it.  And – Happy Easter

Copyright © Anthony Mora 2012

Aitch, Travis. “Easter Egg Chocolates.” Photo. Info Barrel. 05 Apr. 2012. <http://www.infobarrel.com/The_Origin_of_The_Easter_Bunny_and_Easter_Eggs>

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“Bully” and the MPAA PR Dilemma

April 3, 2012 Leave a comment

“Bully” opened in a limited release on Friday, leaving theaters to decide whether they should let underage teens in or not.  Harvey Weinstein chose to release the film without a rating after loudly and repeatedly objecting to a controversial decision by the Motion Picture Association of America to give the film an R, which means anyone 17 and under needs an adult with them to get in.

Weinstein has brought his objections along with his army of celebrity supporters to magazines and talkshows, but the MPAA refused to budge and the R rating has stuck, which the Weinstein Co. argued would bar its target audience: teens.

“Bully” is said to have received the R rating because in one scene a bully uses profanity.  If sticking to the letter of the law is its sole purpose, the MPAA is doing its job, but at what cost?  The kids who could most benefit from this film are being locked out.  And why, because of language they hear every day on the playground by those very bullies being documented.  The Hunger Games, a film about kids sent to hunt and eat other kids, ended up with a PG rating.  Go figure.

To quote a recent article by AO Scott in the New York Times: “There is little swearing in the movie, and a lot of upsetting stuff, but while some of it may shock parents, very little of it is likely to surprise their school-age children.” Whose sensitivity does the association suppose it is protecting? The answer is nobody’s. That organization, like the panicked educators in the film itself, holds fast to its rigid, myopic policies to preserve its own authority. The members of the ratings board perform a useful function, but this is not the first time they’ve politicianed us.”

By sticking to this decision, the MPAA is doing irreparable PR damage to its own brand.  It is presenting itself as a dated, archaic system.  “Bully” on the other hand is generating more buzz and PR than it ever could have without this controversy.  Harvey is doing his PR magic.  He and the legion of star power champions of the film are garnering more exposure for the film than any marketing or ad campaign could buy.

Regardless of the rating and the controversy, “Bully” is an important film and one that should be watched by kids and parents.  The problem is how to get the kids to see it.

Copyright © Anthony Mora 2012

Allocca, Dave. “Lee Hirsch (left) and Alex Libby.” Photo. People. 02 Apr 2012. 03 Apr 2012. <http://www.people.com/people/article/0,,20582921,00.html>

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