Product Publicity is Powerful and Versatile

Product news releases have always been the most powerful marketing tool.  Today, however, they are even more powerful because, in addition to editors and web hosts telling your story for you, the internet lets you tell your story directly to potential customers who are searching via Google, Yahoo, Bing, other search engines and blogs for products like yours.

 

Getting the benefit of “third party endorsements” from editors continues to be the most powerful marketing tool.  Product News coverage boosts your company’s credibility, generates high quality sales leads, drives traffic to your website, and enhances your organic search engine positioning (SEO).   Product news drives the message home repeatedly, puts you in front of prospects when they are ready to buy, and produces measurable results!

 

In his 2010 book, “The New Rules of Marketing and PR,” David Meerman Scott, wrote, “Don’t just send news releases when big news is happening; find good reasons to send them all the time.”  I founded Venmark International after reading an article in Advertising Age Magazine which drove home why publicity is the most cost-effective marketing tool there is and too few businesses, especially small manufacturers and distributors know how to take advantage of it.

 

Sending news releases out consistently with remarkable content has been the basis for our business model and extraordinary success since 1977.  Product publicity is actually news featured by an editor and, as such, has his or her implied endorsement.  When you see a product news feature you cannot tell how big or small a company is. Back in the early ‘80s I assigned an account of mine to a new writer who drove by the company several times before he found them because he was looking for a much larger and more substantial building.  You see, he had only known of the company through the press clippings we created, so he thought it was much larger.  News is truly an equalizer!

 

Savvy marketers understand how news is created and know the value of it.  They also understand how search engines work.  Google, for example, is the runaway leader in search because it harnesses the collective judgments of Web surfers.   Its PageRank technology (named after co-founder Larry Page) is based on the idea that the best way to find relevant information is to prioritize search results not by the characteristics of a document but by the number of websites that are linking to it.  Product news coverage in high-quality, respected websites is the best way to develop links.

 

Visit www.venmarkint.com to learn more about the contribution we can make to your marketing efforts and see thousands of examples of our published work in virtually all industries, or return the enclosed post card today or for more information.   Product publicity is powerful and versatile.

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© 2012 Steven M. Stroum

Steve Stroum

Steve Stroum

Steven M. Stroum, founder and president of Venmark International is a seasoned publicist, marketer, and entrepreneur who has been featured in INC Magazine, Sales & Marketing Management Magazine, Industrial Marketing, OMNI Magazine, USA Today, The Christian Science Monitor, Boston Globe, Boston Herald, The Middlesex News, San Francisco Chronicle, and other media outlets. He has also appeared on numerous radio and television programs, addressed many business and civic groups, and been a guest lecturer at Boston College, Babson College, MIT, and his alma mater Northeastern University.

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