The New Rules of Marketing & PR
In his 2010 book, “The New Rules of Marketing and PR,” the author 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 am Steve Stroum and I founded The Venmark Corporation because it was clear that 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 endorsement. When you see a product news feature you cannot tell how big or small a company is. 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.
Knowing what editors in publications and on the internet are looking for with respect to product news and working closely with them to get the best results for our clients has been key to our success. As Stanley Parkhill, Editor of “Compressed Air Magazine” wrote to us many years ago, “Your staff, without exception, produces the best new product releases that we receive. Unlike the hundreds of releases that cross my desk each week, yours are well-written, to-the-point, understandable, and, most important of all, show your clients’ to their best advantage. I hope they realize the positive service you give them.”
Venmark International product publicity not only arouses interest in your products by showing how they solve problems for prospective customers, but for those prospects who know what they are looking for and decide to “search only,” your products will very likely show up high in the organic results on the first page of whatever search engine they’re using. We have been producing problem-solving product news releases that enhance a company’s brand, image and credibility, and generate high-quality sales inquiries for over 34 years! As Mr. Scott advised and I have recommended since 1976, “Don’t just send news releases when big news is happening; find good reasons to send them all the time.”