I have a bad back. It happened back in ’97. Anyone who has had a back episode knows how debilitating the pain is. Over the years, I’ve had many different evaluations and treatments administered from The Lahey Clinic, New England Baptist Hospital Spine Center, Newton-Wellesley Hospital Spine Center, orthopedic surgeons, neurologists, massage therapists, chiropractors, acupuncturists, et al. Obviously, there are a lot of ways to treat back problems. What does this have to do with marketing?
As a small business, there are also many ways to approach marketing. You can go to an advertising agency, a SEO (search engine optimization) firm, a public relations agency, a web development firm, printing company, a graphic designer, and alas Venmark International. With my back issues, every place I visited offered their own solution. When I went to a neurologist I got a prescription to a medication that would affect the nerve damage. When I went to a chiropractor they would bend me and crack my back. When I went to an acupuncturist they solved my problem with acupuncture, a massage therapist did their thing, and so on.
Marketing is no different. If you go to an advertising agency to generate exposure, sales leads, web traffic, SEO, etc., they will solve those problems with ads, brochures, and other stuff they produce, because that’s how they make money. Usually very expensive and not very effective for small companies with limited budgets. Product publicity is at least 10 times more cost effective than advertising; in-print and online.
Venmark International stands alone and specializes in product publicity and we do this because publicity, which is news and information provided by editors and webhosts to their readers, is the most powerful marketing tool. It provides widespread exposure, sales leads, enhances branding, generates a lot of website traffic, improves search engine positioning, and results in press clips that can be used as “brochures.” By focusing solely on publicity to solve marketing problems, we’ve learned techniques that other marketing firms don’t have a clue about and our files are full of success stories with market niche development, foreign market penetration and more. Be sure to choose your marketing medicine wisely.
(C) 2012 Steven M. Stroum