In a highly competitive industry such as yours, it takes more than great design and a big budget to emerge as a sought-after leader. As your products become more complex, an integrated marketing strategy becomes a necessity. You must use the right channels to deliver well-crafted messaging to the...
Successful social media marketing requires a lot of content. To engage your followers and attract even more, you need to post regularly. As important, your digital strategy should include varying your content type because posting too much similar content is a sure way to lose your audience. The...
“It’s always surprising how few companies (and more surprisingly PR firms) have figured out how to get a substantial amount of media coverage for their company and products. It’s almost a given when you study the history of cash cow brands that you find media coverage played an integral role in...
There are plenty of aha moments when we first walk clients through our six-step Strategically Aimed Marketing® (SAM 6®) process. Marketers appreciate that this easy-to-implement marketing plan enables them to clearly articulate, among other things, why customers should desire their product more...
What comes first: your editorial calendar or your content strategy? What’s the difference? An editorial calendar plans what you will talk about, the audiences you want to reach and the channels through which you will communicate. The best content strategy guides your writers as they produce the...
B2B companies often believe they only need publicity in their industry trades. While taking such a highly targeted approach to your media outreach makes sense, remember that top decision makers rarely limit their media consumption to the trades. Many also are avid consumers of business media...
Every marketer wants to stretch their budget as far as possible. You want to reach the most people, with the greatest frequency, at the lowest cost. I’ll let you in on a couple of secrets. One: Publicity (media coverage) is very cost effective. Two: You can get guaranteed results for your...
To market a product, it’s smart to reach as many people as possible each time your story is told. There are many reasons why a broad reach is the best marketing strategy for businesses, and why publicity is the best channel for making this happen. Your product’s reputation will be built in two...
Is it possible to create consumer media interest in a product before it’s even released? You betcha! It’s not easy getting reporters to write about something that isn’t on the market yet. But when neurologist and sleep diagnostic equipment pioneer Dan Cohen, MD approached us with this scenario, we...
It’s very rewarding to tell our clients’ stories through the media. I love it because I get to help great businesses succeed. I also get to educate consumers about products that will make their lives better. Not all companies use product publicity but I firmly believe it’s important. Here’s an...
