Marketing Articles
Take Advantage of the New Reality: The post Covid-19 environment will be similar to post 911
With respect to conducting business, there are going to be a lot of similarities in the coming weeks and months with what transpired after September 11, 2011. In fact, like post-911, some things will never be the same. Travel will be impacted the most in the near term. Beyond travel being a problem based on…
Read More7 Must Have Character Traits for Entrepreneurs:
There has been a great deal written about this topic over the years and based upon my experience working with entrepreneurs for nearly a half-century, I thought I’d offer my observations. Two things of which I am certain are that “Your greatest strength is always your greatest weakness” and regardless of your degree or title,…
Read MoreHave You Tried Using Grass?
Many years ago I was visiting my folks in Florida and they had a pond in front of their condo. As you may know, that’s not unusual for those retirement communities down there. So, one day I was fishing for bass in the pond. I was using a rubber worm that I brought from home…
Read MoreProduct Publicity Leads Directly to Sales
A funny thing happened the other day after walking into my regularly scheduled meeting with Ray Secour at Alliance Scale, Inc. and showing him the January 2018 cover of “New Equipment Digest” featuring publicity we created for a wireless crane scale that he distributes. I love showing clients this kind of valuable exposure! Just as…
Read MorePRODUCT PUBLICITY CREATES GLOBAL SALES OPPORTUNITIES
Product publicity programs for companies seeking exposure for their products in specific regions around the world to replace or support their advertising and marketing programs are available from Venmark International of Wellesley, Massachusetts. Venmark International Product Publicity Programs target specific regions around the world to help clients take full advantage of product publicity to find…
Read MoreManufacturing Principles Yield Better Product Publicity
If you’re a manufacturer or distributor and want more OEM sales opportunities: pay attention. Most companies are I-centric with their “advertising” and try to tell their whole story instead of focusing on the problems of potential customers. I’m using advertising as a generic term for publicity too. The first manufacturing principle that a design engineer…
Read MoreExposing the Biggest News Release Myth
In this publicity entitled, “Custom Sapphire Optics,” we’re telling a story by emphasizing clarity with a creative photograph. It is not coincidental that we used a kitten as a prop since kittens are one of the most viewed and shared photos on the internet. As a product publicist I’m creating a story. A visual story…
Read MoreTrump: Dumb as a Stump or Sly as a Fox?
In the 1960 election, John F. Kennedy capitalized on the new media of the day to capture the presidency and sustain his popularity. He recognized the power of television and the importance of winning the debate visually as well as substantively. That was accomplished by his dark blue suit, makeup, and lighting. It was an…
Read MoreOnly one Marketing Tool Combines Outreach- and Inbound Marketing
In B2B inbound marketing, the three most important factors are: repetition, repetition, and repetition. Why? Because repetition puts your products in front of prospective customers when their need arises and repetition reinforces perceptions about your products and company. In other words, repetition gets attention, builds brands, and most importantly populates the internet with content about…
Read MoreThe Great Power of Underestimation
In 1976, Sales Development Associates blasted onto the advertising scene with a disruptive approach which most misunderstood and many underestimated. I know the story because it is mine. I was 28 years old and started the company from a spare bedroom at my folks’ house and then six months later moved into our office building…
Read MoreThink Outside the Box to Get More Product Publicity
My brother owned an auto parts business and like most small business people the last thing he wanted to do was sit around and chat with salesmen. He didn’t have the time, but didn’t want to alienate his vendors either. In the auto parts business, salesmen liked to stop in a chat and it took…
Read MoreMarketing Amplifier Brands Your Company & Produces Enormous Inbound
Bill Gates said, “A fundamental new rule for business is that the Internet changes everything.” Is this true for marketing? According to the American Marketing Association, “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization…
Read MoreProduct News Produces Maximum Marketing Leverage
If you’re in the market for a new car, “Motor Trend Car of the Year” carries a lot of weight. The influence of editorial is universal and applies equally for those of us involved with industry and technology. “The Research & Development Top 100” awards and similar editorial “product reviews” have a great deal of…
Read MorePublicity is a Powerful Marketing Catalyst
Marketing will continue to play a greater role in B2B, but not just “inbound marketing.” Marketing defined is “all activities involved in taking a product from manufacture to market.” This, naturally, includes branding, distribution channels, research & development, promotion, advertising, content creation, blogging, SEO, and the rest of the marketing mix, not the least of…
Read MoreProduct Publicity for Commodity Created Widespread Web Content & Sales
Malcom Company sells a line of plastic welding tool kits and I’ve been preparing innovative news releases about the kits for over 20 years. The tools combine heated air and pressure to weld plastic and can be used for repairing tanks and vessels, automotive bumpers, personal watercraft, canoes, snow mobiles, you name it. Virtually anything…
Read MoreThe Forgotten Role of Product Publicity
There is so much emphasis today on digital marketing and communicating directly with your prospective customers that it is easy to overlook a major role that product publicity plays in the media. That is, for content creation, data gathering and dictating the future editorial focus of a media outlet. I remember the day, early in 1977,…
Read MoreEntrepreneurship and Product Publicity
Peter Drucker, recognized as the dean of America’s business and management philosophers by The Wall Street Journal, wrote “Entrepreneurship is ‘risky’ because so few of the so-called entrepreneurs know what they are doing. They lack the methodology. They violate elementary and well-known rules. This is particularly true of high-tech entrepreneurs.” I believe this assertion…
Read MoreCreate Global Sales Opportunities with Product Publicity
According to the United States House Small Business Committee, International trade is a critical component for the long-term growth and viability of small businesses and the U.S. economy overall. In 2012, total U.S. exports reached $2.2 trillion, which is nearly 14 percent of the U.S. Gross Domestic Product. Those exports helped support nearly 10 million…
Read MoreNiche Marketing is About Problem-Solving
We’re all conditioned today to believe that “content is king on the web” and there is a lot of truth to that expression. There is also truth to the fact that there is a lot of content on the web that sucks! Good content is critical and people want to read about how to solve…
Read MoreListen to Your Customers and Solve Their Problems
When I received the October issue of “Fabricating & Metalworking” which featured FABTECH 2015 I was thrilled to see our client, Esco Tool featured in the section entitled “Tube & Pipe Fabrication.” There are many reasons for Esco Tool’s success. Chief among them was the philosophy of Al Brennan who purchased the company in 1975.…
Read MoreStafford 3-D Shaft Collar System Featured in Power Magazine
A product release about Stafford Manufacturing introducing SPARC (Stafford Prototype and Repair Collar), a rapid prototype and repair collar system incorporating 3-D printing, prompted the editor of “Power Magazine” to request more information. This product release was part of a consistent publicity program we’ve been producing for Stafford since 1977 when they were a small…
Read MoreIs Fake Web Traffic Costing You a Fortune?
The cover story on Bloomberg Businessweek was entitled, “Fake web traffic will cost companies more than $6 billion this year. An exclusive investigation into the bots that ate your ad budget.” Then you flip to the article itself and see another headline, “Marketers thought the web would allow perfectly targeted ads. Hasn’t worked out that…
Read MoreInternational Marketing and New Business Development
Jeff Immelt, CEO of GE said, “I run an American company. But in order for GE to be successful in the coming years, I’ve gotta sell my products in every corner of the world.” That doesn’t just apply to huge conglomerates, it applies to small, privately held companies too. Small companies are frequently intimidated by…
Read MoreLeverage Your Marketing Budget
I’ve been in business long enough to remember the introduction of the fax machine, the word processor, personal computer, mobile phone, Al Gore’s internet, the tablet, smart phone, and all of the related software and apps. There has been no time period which has impacted B2B marketing more than the last 10 years. One phenomenon…
Read MoreFirst Rule for B2B Marketers
It has long been said, “In the real estate business the three most important factors when selling a property are location, location, and location.” In marketing, the three most important factors are: repetition, repetition, and repetition. Therefore, the first rule B2B marketers should never forget is that repetition creates sales opportunities. Why? Because repetition puts…
Read MoreBonefishing and Product Publicity
I’ve enjoyed bonefishing for many years in the Florida Keys, Turks and Caicos, and Belize. For a fisherman it is the ultimate. Bonefish, also known as the grey ghost, are challenging to catch and are ferocious fighters. You actually hunt and stalk them while they cruise the flats feeding. Seeing them is a challenge, as…
Read MoreEsco Tool Hits Another Grand Slam
It’s baseball season, why not use an appropriate metaphor? Four publicity announcements on one page of a leading publication and their website is a grand slam home run! We have been consistently illustrating through product publicity how Esco’s tools solve problems in the field since 1977. You can see how well this reader-centric approach works.…
Read MoreWhy Product Publicity Photos Fail
Ironically, the last step in creating effective product release photos is actually taking the picture. This is because the photograph should reinforce the main feature, benefit, or application of your product or service. What is it that your prospective customer will learn or gain from your product publicity? What’s in it for them? If it…
Read MoreWhat is Product Publicity Worth?
There has probably been more written about determining the value of publicity than any other element of the marketing mix. In a paper considering various publicity metrics, James L. Horton, wrote, “There are several ways to measure publicity value, but they largely ignore the process of persuasion and credibility of a journalist’s independent assessment. Publicity…
Read MoreBiggest Reason B2B Content Fails
According to an article in “Sales & Marketing Management” magazine, “a Forrester Research review of 30 business-to-business websites in six industries revealed that the majority fail to engage users with content. Interesting enough, the review revealed that the biggest problem with these websites is the majority of content talks about the company, what its products…
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