SmartPR The Future of Marketing
SmartPR The Future of Marketing
While this still happens (the Super Bowl commands $250,000 for a 30 second commercial) more and more businesses are realizing that throwing gobs of money to try to reach gobs of people is as wasteful as throwing a glass of water out a car and hoping some plants get watered.
The adage by the wise King Solomon that “nothing is new under the sun” does not hold true in today’s marketing world. First, there are many (and I mean many) more vehicles of communication that have become part of our daily lives. Today there are hundreds of cable television channels, internet websites, internet blogs, specialty magazines, enewsletters and emagazines and the list goes on. There is a communication vehicle for every type of person with every interest.
So what’s the bottom line?
Companies have to be in tune with today’s trends, know what their markets are watching, listening to and how they spend their free time, if they want to get their attention.
That’s why Smart PR is the wave of the future. Smart PR is a catchy term for the idea that you want to get your product or service in front of people who can and will buy it – in the most cost-effective manner possible.
Some call is Buzz marketing, when everybody is talking about your product. But let’s face it. Most products don’t create Buzz, and those that do, tend to be large companies who end up spending lots of money to create Buzz.
What every company needs to do is approach its marketing in a “smarter” and more targeted manner, starting with a PR Plan.
Here are the basic questions to consider and address:
Where and how does your product fits into the marketplace?
How is your product unique and different?
Who are your target market(s)?
Demographically
Geographically
How can you get to your target markets(s)?
Where do they live?
What is their lifestyle?
What do they read?
What do they watch?
What do they listen to?
How do they spend their free time?
How do they communicate with one another?
Answering the above, you can then begin to structure a PR campaign that targets your market, using one or more media that fits the lifestyle and habits of those you want to target.
For example, if you are selling a trendy shoe to teens, you probably won’t want to advertise on 60 Minutes. But you might want to find the coolest boutique shoe stores in major markets and work with them on displays and promotions. You may want to get internet chatrooms and internet blogs talking about your product. You may want to identify upscale schools in target cities and give your shoes to student “leaders” who will give the product visibility. Some of this is called guerilla marketing. I call it SmartPR.
Since most company executives are busy creating and producing products, a SmartPR consultant can be very helpful. If your current PR consultant produces boring news releases and calls that PR, get his/her termination papers ready. A SmartPR pro will pinpoint the trends, the markets and get your product to the right people who have the means and inclination to actually buy your product.
This applies to all products – whether it is a cool new basketball shoe, or an insurance policy. All the same principles apply.
If you’re doing any PR for your company at all, it should be SmartPR.
Harvey Farr
www.farrmarketing.com
SmartPR The Future of Marketing - To learn more about this author, visit Harvey Farr's Website.
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It wasn’t long ago that public relations were considered a poor stepchild to advertising. The big companies would regularly commit the big bucks to buy big blocks of time on national television shows to reach as many potential customers as possible.
While this still happens (the Super Bowl commands $250,000 for a 30 second commercial) more and more businesses are realizing that throwing gobs of money to try to reach gobs of people is as wasteful as throwing a glass of water out a car and hoping some plants get watered.
The adage by the wise King Solomon that “nothing is new under the sun” does not hold true in today’s marketing world. First, there are many (and I mean many) more vehicles of communication that have become part of our daily lives. Today there are hundreds of cable television channels, internet websites, internet blogs, specialty magazines, enewsletters and emagazines and the list goes on. There is a communication vehicle for every type of person with every interest.
So what’s the bottom line?
Companies have to be in tune with today’s trends, know what their markets are watching, listening to and how they spend their free time, if they want to get their attention.
That’s why Smart PR is the wave of the future. Smart PR is a catchy term for the idea that you want to get your product or service in front of people who can and will buy it – in the most cost-effective manner possible.
Some call is Buzz marketing, when everybody is talking about your product. But let’s face it. Most products don’t create Buzz, and those that do, tend to be large companies who end up spending lots of money to create Buzz.
What every company needs to do is approach its marketing in a “smarter” and more targeted manner, starting with a PR Plan.
Here are the basic questions to consider and address:
Where and how does your product fits into the marketplace?
How is your product unique and different?
Who are your target market(s)?
Demographically
Geographically
How can you get to your target markets(s)?
Where do they live?
What is their lifestyle?
What do they read?
What do they watch?
What do they listen to?
How do they spend their free time?
How do they communicate with one another?
Answering the above, you can then begin to structure a PR campaign that targets your market, using one or more media that fits the lifestyle and habits of those you want to target.
For example, if you are selling a trendy shoe to teens, you probably won’t want to advertise on 60 Minutes. But you might want to find the coolest boutique shoe stores in major markets and work with them on displays and promotions. You may want to get internet chatrooms and internet blogs talking about your product. You may want to identify upscale schools in target cities and give your shoes to student “leaders” who will give the product visibility. Some of this is called guerilla marketing. I call it SmartPR.
Since most company executives are busy creating and producing products, a SmartPR consultant can be very helpful. If your current PR consultant produces boring news releases and calls that PR, get his/her termination papers ready. A SmartPR pro will pinpoint the trends, the markets and get your product to the right people who have the means and inclination to actually buy your product.
This applies to all products – whether it is a cool new basketball shoe, or an insurance policy. All the same principles apply.
If you’re doing any PR for your company at all, it should be SmartPR.
Harvey Farr
www.farrmarketing.com
SmartPR The Future of Marketing - To learn more about this author, visit Harvey Farr's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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