It’s good to use a combination of all five promotional mix channels: Advertising, Media Coverage, Website, Social Media and Personal Selling. I know we now have more data than we’ve ever had in the past, and that’s great. But don’t get so wound up in data that you miss opportunities to use channels whose value lies in their ability to persuade the masses
Most CEOs think their companies and products are best-kept secrets. They feel that if everyone just knew how great their companies and products were, everybody would buy. Extensive media coverage closes the gap between people not knowing about your products and...
Virgin Group Founder Richard Branson is undoubtedly one of the top business people of all time. Writing about marketing in his 2013 book, Virgin Rebel: Richard Branson In His Own Words, he said: “Publicity is absolutely critical. You have to get your brand out and...
One of social media’s greatest marketing strengths is that it gives businesses a way to interact with key influencers: people who have large followings and who are excited about educating their audiences about favorite products and services. When you get a really good...
I was chatting with Gail Brandt, a publicist who has been employed with us for 15 years. We did some cowboy math and estimated she has personally contacted the media a quarter million times since she started working with us. No one knows more about how to persuade...
If you want people to engage with your marketing, go where they connect with the promotional mix. It’s pretty clear where people seek information. They spend hours every day with traditional media, digital media and websites. The image above organizes the promotional...
The following tragic story will illustrate why we can get media coverage for your product ... lots of it. One day I noticed a woman in my wife Robin’s office. She was crying. For about three hours. When she left, I asked “What was that about?” Robin said, “I’m...
Current research indicates that 72 percent of online adults use social network sites. The number of Twitter users has doubled in the last two years. With so many people now Tweeting, pinning and Facebooking, it’s important to be smart about how you use your marketing...
After more than 30 years of business writing, I’ve developed a few pet peeves. It drives me crazy, for example, when business bloggers waste great marketing opportunities because they don’t get to the point quickly enough. People today rarely take the time to read...
When was the last time you used Google to search for an advertisement? Umm … probably NEVER! It just seems odd to even thinking of using a search engine to find an advertisement, doesn’t it? Heck who needs to try to find an ad, when advertisers know we are resistant...
