View Larger Map

Part 1 – Old Fashioned Public Relations: The Press Release

March 24th, 2010

Megaphon

photo credit: floeschie

By Matt Cook
Point.Click Media

Supplying useful content to your client base is a key part of building customer loyalty. It’s important that your clients can get what they need, when they need it. Getting the word out takes good public relations. This can be achieved through many different avenues including online, newsletters, mailers, television, radio and any other traditional medium available.

With a growing list of possibilities to reach your demographic, there’s one particular piece of traditional PR that is being overlooked by a plethora of small businesses: the press release. There are many business owners out there today who feel that their small business news doesn’t warrant such an event, or that there’s a certain white-collar vibe that comes attached with it. I’m reminded of a recent television commercial in which a potato farmer interrupts the narrator with the line “This ain’t no romance novel… it’s just a sweet potato.” No matter what product or service your business is putting to market, and no matter what the size of your company may be, a little positive news goes a long way.

So what exactly is a press release, and how should I be using them?

A press release, in general, is some form of statement from your business that is sent out to various media outlets. It could be information about a new product, a new location, or an event that your company may be organizing or participating in – whatever you feel is important for the public to know about your business.

In the long gone days of yore, press releases were originally created for damage control, and are still used this way in some cases. When bad publicity caused turmoil between a company and consumers, a press release would be sent out to set the facts and the record straight. Eventually, companies began sending out carefully written press releases to all sorts of media outlets with the hopes of their information going viral (in today’s terms). If the statement got picked up by a major newspaper for example, it was like hitting a PR jackpot.

Today, press releases can take on a different form. Although submitting your press releases to various media outlets can still be an effective method of public relations, the internet has changed the way we distribute information. With the efficiency of today’s search engines, posting a press release even on your own website can have a global effect without having to contact anyone. With Facebook groups, Twitter, and internet forums all part of the mix, reaching out to your demographics has never been easier.

Next week we’ll look at writing a proper press release and what should (or shouldn’t) be included.

Posted in Branding Tips

Part 2: Herding Trade Show Traffic

March 17th, 2010

DSC_0028

photo credit: AskDaveTaylor

By Matt Cook
Point.Click Media

Last week we began looking at what your business can do to generate interest at trade shows. Keeping with the theme, we’re offering up some more tips to keep in mind when setting up shop at your next trade show appearance. It’s one thing to stick a few bundles of brochures out on a table and let people stroll on by and hope for the best, but it’s important to be proactive in your plan of attack.

To recap points 1-3 from last week, providing adequate space for traffic flow and staffing your booth with well branded, proactive and outgoing staff allow your business to take a much more sociable approach. So let’s keep going…

4. Look the part. Unless you’re giving away free mortgages at your booth that will have people flocking to you regardless if your setup looks like a 6th grade science project, you’re going to want to differentiate yourself from the norm. Keep in mind that you’re competing for attention against dozens of other companies, likely in your very industry and possibly even your closest competition. A properly designed display with a proper setup and information is key, which leads us to perhaps our most important tip:

5. Plan ahead. If your business is going to put in the effort and spend the money on reserving space at a trade show, why wouldn’t you want to do your homework before hand? You can always tell those booths who threw a PowerPoint presentation together in the company van on the way to the show itself. Research the demographic of the show. Find out which other companies are going to be there. A trade show itself may only be a few days in length but those few days can make a big impact if you put the effort into planning first.

6. Provide “infotainment”. As mentioned earlier, anyone can plunk a stack of booklets or pamphlets on a table a sit back and wait for people to come to them, but going above and beyond to make your business and information attractive to potential customers certainly improves your chances of finding legitimate leads. Whether you’re presenting videos or projected presentations, operating an interactive game with giveaways, etc., the companies that try to think outside the box usually draw the best reviews at trade shows. Getting interactive is a great way to inject some juice into those walking trade show zombies. For example, try expanding beyond the walls of the trade show complex by broadcasting your happenings via social media. This allows people who may not be able to make it to the show to participate online.

There’s no need to stress out over your trade show appearance. The goal is not to double your first quarter revenue at a single event. The goal should be to put the feelers out there, educate people about your company and generate interest. If people like what they see, they will inquire about your product or services further. If you’re looking for some assistance in putting together a look for your trade show display that fits your brand and will raise some eyebrows, contact Point.Click Media.

Posted in Branding Tips

Part 1: Herding Trade Show Traffic

March 10th, 2010

Huge Thriller display in side the MJ exhibition shop at the O2

photo credit: Abi Skipp

By Matt Cook
Point.Click Media

Have you ever tried being a fly on the wall at a trade show and observed the traffic flow? It can be akin to watching the music video for Michael Jackson’s Thriller – without the dance choreography. In the end they’re just a bunch of zombies wandering the streets. They pace the rows of booths staring straight ahead and trying their best not to make eye contact and stuffing their gift bag full of brains, fridge magnets and whatever other free samples they can get their hands on – with no real interest in knowing what they’re grabbing.

“Sample clippings from the XCalibur 3000 Nose Hair Trimmer? SWEET! Wait, what am I going to do with that? Who cares! It’s FREE! I’ll put the little vial on the mantle at Nanna’s. She loves knick knacks.”

So how do you inject some life into those zombies and get something out of them? There’s a few key steps you can take to get the best bang for your buck at trade shows:

1. For starters, your display should provide adequate space for people to move around. Nobody likes to be crammed into those tiny phone booth sized displays that feel like they’re going to collapse on top of you with your next breath. Space is important to allow people to relax and feel at ease.

2. Make sure your booth is well staffed so that people with questions have someone to talk to. At the same time, your staff should be identifiable, be it branded attire or a name tag, etc. – something that lets people know who you are. How many times have you been at a trade show or in a department store when someone approaches you and asks, “Excuse me, do you work here?” This is usually a telling sign that your staff are not being recognized.

3. Prepare your staff to interact with people. Remember, consider the show-goers as zombies; they can’t talk. It’s important to be proactive and outgoing. Now, this of course doesn’t mean your staff should be chasing after people into the parking lot and waving a brochure in their face, but in most cases you’ll need to make that first connection.

Remember that you’re there to provide information and educate potential customers and generate new contacts. Selling shouldn’t be the goal of your trade show display. Stay tuned. Next week we’ll have a few more tips on getting the most out of your trade show experience.

Posted in Branding Tips

How Social Media Can Impact Your Business

February 24th, 2010

Fragment of an artifact from 2006

photo credit: dno1967 - "You pressed... 998#24%*00 - Thank you for calling Unorthodox Jewish Tech Support for the hearing impaired."

By Matt Cook
Point.Click Media

“It’s just a fad.”

“This will never catch on.”

“This won’t last.”

We said it about The Simpsons, we said it about grunge music, and at one point it was even said about the internet itself. Many of us are still saying it about social media. There’s no denying the fact that social media is here for the long run, and without even knowing it your business is likely being impacted by it as we speak. The internet is now a giant forum where people – your customers – are gathering to chat about anything and everything, and eventually your business will become a topic of choice.

So what’s being said about my business?

The internet has a place for everyone. Whether you’re manufacturing proton accelerators for use in swallowing the planet whole, or printing t-shirts sporting Tony Danza and the slogan “I’m the Boss”, there’s a fan club, forum, chat room, Twitter feed or Facebook group for your niche. Social media is a great way to find out what people are saying about your product or service and to generate valuable feedback in improving your customer relationships.

But even with the vast universe that is the web, your business can still keep in close personal contact with your clients. For example, with Facebook groups you can interact directly with your clients. Allowing people to interact one-on-one with your business goes a long way toward establishing customer loyalty. It can act as an extension to your public relations. After all, nobody likes calling up a corporate hotline to listen to this:

“Welcome to the redundant, soulless, throw yourself in front of a Greyhound bus, service hotline.
For Shipping Inquiries… Press 1.
For Billing Inquiries… Press 2.
For Tech Support… Press 3.”

*Several Hours Later*

“For Customer Service… Press 473#**901.”

There’s no point in dismissing social media as a marketing tool. I’m reminded of those television interviews in the early 2000’s with the Iraqi generals who claimed, “We are not being invaded!” when you could clearly see American paratroopers launching grenades at the presidential compound in the background. Those that choose to simply ignore new avenues for generating interest in their business can expect the same results. Try searching for yourself or your company name directly and see what comes up and what’s being said about you. It can be a good indicator of whether or not you’re on the right track. If you’ve got a bomber full of exclusive information to drop on your client base, contact Point.Click Media.

Posted in Branding Tips, General News

Why Hire a Photographer?

February 10th, 2010

By Matt Cook
Point.Click Media

Last week we took a quick peek at the advantages of hiring a copywriter to help ensure that your message speaks the right words to the right people. It’s important to have the right pieces in place when connecting with your demographic, and the photography and imagery that you present to your clients can have an equally significant impact as your message. Read the rest of this entry »

Posted in Branding Tips

Why Look For a Copywriter?

February 3rd, 2010

1994 Dodge Shadow

photo credit: davef3138 - "Listen to that baby PURRRRRR!"

By Matt Cook
Point.Click Media

For small businesses, justifying the hiring of a professional for your marketing purposes can sometimes be a little difficult. They are usually rationalized by the business owner in the same manner: “I can just do it myself. I’ll reuse our old materials. I know the business better than anyone so it should be no problem.” While this may be true, the owners’ expertise is usually tailored to the product or service they’re trying to promote and not necessarily in trying to connect with their demographic on their level. Read the rest of this entry »

Posted in Branding Tips

What’s in a Logo?

January 27th, 2010

By Matt Cook
Point.Click Media

Is there a more important piece to your overall brand than your company logo? Your logo is essentially the face of your business in the commercial world. It’s important to have a name, brand, and overall image that you’re proud to stand behind. So what makes a good logo? A great logo should have a few key attributes attached to it: Read the rest of this entry »

Posted in Branding Tips

Making a List and Checking It Twice

December 16th, 2009

rudolph

Grandma got run over, but she should have seen the sign... photo credit: TheTruthAbout...

By Matt Cook
Point.Click Media

It’s that time of year again, folks. No, I’m not referring to that time of year when a jolly fat guy in a red suit flies across the planet in a reindeer powered sled, jamming his 400 pound torso through every 2×3 chimney on God’s green (or white) earth in a 24-hour time period… I’m talking about budgeting for the new year.

The same series of questions usually comes around every year: “Are we going to redo our website this year? Are we going to hire a copywriter to spruce up the content?” etc. But before you answer any of those questions, you should be taking a quick run-through your website to figure out if redesigning the site is justified before you give it the heave-ho.

So let’s find out if you’ve been naughty or nice, shall we? Read the rest of this entry »

Posted in Branding Tips

Part 2: Brainstorming Your Blog – More Brainstorming Ideas

October 7th, 2009

They're doing it wrong!

photo credit: pokpok313

By Matt Cook
Point.Click Media

Last week we got underway with presenting some ways that will help you generate ideas for your blog. The following is the second half of our list of 10 ideas to help keep you awake when brainstorming: Read the rest of this entry »

Posted in Branding Tips

Part 1: Brainstorming Your Blog – Where to Start?

September 30th, 2009

108/365 frustration

photo credit: Lazurite

By Matt Cook
Point.Click Media Productions

Having a bout of writer’s block? Whether you’ve been following our blog for a while now or if you’ve just begun tuning in, you’ll want to revisit our introductory article on blogging located here.

Maybe you’ve already begun blogging and have quickly run out of ideas, or maybe we’ve got you drooling at the possibilities of reaching out to your client base regularly… either way, what on earth are you going to talk about? Our goal with this series is to provide you with a list of 10 topics that can be applied to any business that will allow you to keep writing and keep your audience coming back for more: Read the rest of this entry »

Posted in Branding Tips

« Previous Page — Next Page »