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Google away!

by | Aug 7, 2013 | MarketSmart Newsletters

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 so they amp up their efforts to bombard us?

Please help us make the ads stop! They pop up on our computers, interrupt our favorite shows … enough already! Okay, I admit, I don’t mind the bathroom stall-door advertisements. At least they give me something more interesting to look at and read than graffiti.

But back to my train of thought: We are attacked every day with ads and for the most part, we don’t want them. An ad definitely wouldn’t make me go out and buy a new car, computer or a ‘magic’ anything.

If I am contemplating buying something, I wonder: What are my choices? How do things compare? What is the best value or price? Why do I need this? How does it work? I guarantee you that I am not looking for ads. Along with the millions of others, I use Google to find the answers in news articles! In addition, I start to pay closer attention to what the media is saying. I listen to my favorite radio program on the way into work or read my favorite magazine over the lunch hour, and don’t miss the evening news. The best part is that almost every news outlet has an online electronic version. So I can always find the news stories online. Like most people, I take to heart all of the great news stories out there on radio, TV, print and online. Reporters telling me stories about great choices in products and companies just seem better and more credible than a company buying ads about themselves to tell me how great their product is and how wonderful they are. And don’t get me wrong, there is a place for ads. Ads are great when we already know a certain product and love it! Heck, someone reminding me how great McDonald’s fries are or how refreshing Coca Cola is, makes me crave those fries and buy more Coca Cola before we run out!

However, for products and companies that are less well known than Coca Cola, there is a better way to reach your customers. I understand the media’s power to help sell products. That is why I have spent the last 17 years helping clients become part of the news stories that can help sell their products. On average, we have four media placement happening every day in the U.S. or Canada for our clients. That’s right! Our clients love it when people are looking to buy. Because of all the media exposure we secure for our clients, we say Google away!

Give me a call at 952-697-5269 if you agree that it’s about time to move some – if not all – of your ad budget into news stories. I would love to help you tell your product stories in the news, and to reach your customers when they are looking to buy!

 

Written by Heather Champine

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 25 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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