Synergistic Tactics Generate Success Online and Off

“Synergy means that the whole is greater than the sum of its parts. It means that the relationship the parts have to each other is a part in and of itself. It is not only a part, but it’s the most unifying and most exciting part. The creative process is also the most terrifying part because you don’t know exactly what’s going to happen or where it is going to lead.” –The 7 Habits of Highly Effective People, May 21 Calendar posting

A single media tactic seldom works because it lacks synergy. For that reason, I tell people to pick three. An Online Media Room won’t work as your only media strategy, for example. Cynthia Morris with Original Impulse discovered that. She posted a press release about the shrine movement on her site and nothing happened.

As we discussed the lack of response, Cynthia began to see the parallels for herself. Not even her own subscriber list of 1,400 was aware of her efforts. She incorporated the announcement of her shrine sales into her regular newsletter. In addition, she customized the release and sent it to a number of local media outlets prior to leaving Denver. It was picked up and published by DailyCamera.com, an online newspaper. In addition, several bloggers wrote about the shrine movement.

In addition to the online media room at JourneyJuJu.com, Cynthia used these tactics:

• Posting on her own JourneyJuJu.com and OriginalImpulse.com blog
• Direct appeal to other targeted blogs on which she’d previously commented
• News releases to specific local media
• Her own newsletter
• Articles posted online

Did it work? In a posting on May 11, Cynthia writes about Dorothy Siaw, the KIVA entrepreneur she launched as a result of Shrine sales. Synergy made the difference.

Have you combined your tactics in a way to create synergy?