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.
Like this article? Share it with your friends
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.
Like this article? Share it with your friends
| |||
 |
No article feedback found. | ||
|
Leave Your Feedback | ||
|
|||
 SmartPR The Future of Marketing
| |||
| In this rapidly changing, technology-driven age, with new trends emerging virtually daily, every company must approach their marketing in the most strategic, smartest and cost-effective manner possible. Gone are th... |
|||
|
Marketing Plans
| |||
| Marketing plans are the key and the cornerstone to any successful business. Try getting anywhere without one, and you will not be getting very far. If it is well written and well planned out, it should tell you wher... |
|||
|
PAST, PRESENT AND FUTURE TENSE
| |||
| Worrying about the future is another energy-wasting occupation. Preparing for the future is wise – but worrying about it is foolish. |
|||
|
Changing the future
| |||
 That's what marketers do, after all. We spend time and money to change the role of our products and services sometime in the future (whereas salespeople try to change the now). |
|||
|
Filling Up The Future
| |||
| How important are long term goals to your future? Discover someone you maybe have never met - your Future Self - and how your new friend can lead you down the path to success. |
|||
| |||
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 |
|||
|
Joe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean 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: http://www.business901.com Web/Blog: http://www.FundingYourNonprofit.com http://www.linkedin.com/in/business901 – Linked In http://www.twitter.com/business901 – Twitter - Visit Joe Dager's Website |
|||
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 |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) Jay Kubassek is a Canadian born entrepreneur, internet marketing genius, professional speaker, international real estate developer/investor, executive film producer, extreme sport enthusiast and a passionate supporter of several charities worldwide. In 2007, Jay's vision and dedication to help other entrepreneurs and business owners duplicate his marketing success led to the creation of his fourth company CarbonCopyPRO, an internet marketing firm already worth over 15 million dollars that has over 20 employees and contract workers with clients is 12 different countries. Jay resides in NYC with his girlfriend Jamie, three year old son Milo and dog Cooper. As executive producer he recently premiered his first film in the 2008 Cannes Film Festival. As an adventurist he is racing the 2008 Baja 1000 off-road race and is a member of the 2008 U.S. National Elephant Polo Team, The New York Blue who will be representing the US in the 2008 World Championships in Nepal. Visit Jay's Blog: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray's Website |
|||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
 Harvey Farr (Visit Harvey's Website) Harvey Farr started his career in public relations / marketing almost 30 years ago. He spent much of that time as senior vice president of Ruder Finn, an international public relations and marketing firm. At Ruder Finn, Mr. Farr represented such concerns as Mitsubishi Motors Corp., Nippon Telegraph & Telephone Co., The Academy Awards, CitiCorp, Union Bank, Executive Life Insurance Co. and many other national and international corporations. His areas of expertise include PR / marketing on behalf of the financial services industry, crisis communications (in conjuntion with law firms), nonprofit organizational campaigns, emerging companies and community relations programs. He is a sought-after speaker and currently offers workshops and seminars for companies seeking to provide employees with a better understanding of the public relations process. In addition to operating Farr Marketing Group, he also teaches advanced public relations at California State University, Los Angeles and the Center for Nonprofit Management.
|  |
 |
|
|
 |
|
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
 |
 | ||
 |
||
|
||
 |
||
|
| ||
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 |
 Disciplines of Success Balance chart Pro-Forma Template Free Marketing Plan Template Start-Up Capital Estimate |
|
 | ||
 |
The Top 10 ProBlogger Posts
Best Posts for Bloggers | |
 |
More PR Resources
Press Release Builder | |
| ||
 |
|
|
|
|
|||||||||||||||||||||
 |
|
|
||||||||||
