Women Make a Difference Friday Networking Event Offers Albuquerque Entrepreneurs a Sanity Check
August 3, 2008 by Mary Ellen · Leave a Comment
Is yours one of 50,000+ news releases begging for coverage?
Albuquerque, like many cities now has only one daily newspaper to its name after the loss of The Tribune earlier this year. A variety of weeklies and a few monthlies offer information to a declining list of readers. In addition to the printed word, radio and television stations abound although the list of news providers is fairly short. What happened to traditional press?
In a web 2.0 world, the definition of press has expanded considerably to include bloggers, podcasts, news aggregators and dozens of other new media purveyors. For the traditional reporter, life is faster and more cluttered. Research almost invariably begins on the web and therefore, the online media room is a natural solution.
Spamming traditional media sources with your press release – sending it to them unsolicited and in a non-personalized manner is absolutely verboten. HubSpot, an inbound marketing company, offers research showng more than 50,000 press releases monthly. In an effort to increase news release effectiveness, HubSpot built a press release grader that rates your release and offers tips to increase its effectiveness.
If it’s time you looked at leveraging blogs, social media and your own news to help your company get found online, then you’ll be interested in “Let the Buzz Begin,” my presentation about online media rooms.
Women Make a Difference is a monthly luncheon that lets women connect without requiring organizational membership. Make a reservation and get started on your own action plan for publicity now.
Strategy: Purpose-driven Social Media Adds Snap to Marketing Tactics
July 21, 2008 by Mary Ellen · Leave a Comment
Creative coach and author Cynthia Morris and I discussed social media strategies this morning. Seems that we’re both on LinkedIn and Facebook (Mary Ellen LinkedIn; Cynthia LinkedIn) and neither of us has made the leap to connect these two social media to our other marketing tactics.
It occurs to me many people have the same problem; they set up a profile and then ask, “Now what?” Before you pop the question, “How do you make everything you do work together?” take a moment to think about your overall goal: “Why add social media to your marketing?”
Cynthia and I determined adding social media could help our Internet presence work harder for us, tying together blogs, newsletters, articles, and more. As I asked the “how” question on our Skype call (Cynthia is in Lisbon and I’m in Albuquerque) each of us forced the other to be specific. We came up with a list of seven “to do” items, each foundational in nature, requiring our attention:
- Get our profiles updated; NOTE: LinkedIn has a different personality from Facebook so profiles must differ accordingly: that means reviewing pictures for appropriateness and then updating information including work history
- Recommend each other
- Make our project list public in the working on section
- Use the system to make announcements about upcoming speaking engagements or workshops
- If appropriate, write notes of value on Facebook wall
- Consider joining or connecting with a meaningful and appropriate group; Cynthia mentioned Informed Ideas for Writers on LinkedIn
- Give recommendations to others with whom we’ve interacted
What’s even more important, we made a commitment to get these basics done and then produce our social media marketing plan on/before next Monday.
Simple? Yes, these are basic tactics. Social media buffs may be way ahead of the two of us. The important thing to note: we’re in action mode. Check back in a week to see if there’s a difference. And let us know what you’re doing to implement social media into your marketing tactics.
What social media actions are you taking? How is social media making a difference for you?
Online Media Rooms: 15 Considerations in Favor of Implementing an OMR for your firm
April 24, 2008 by Mary Ellen · Leave a Comment
An online media room works 24-7. While you sleep, it’s garnering attention from latitudes and longitudes not even on your radar. As you play, your online media room presents ideas to customers, prospects, and yes, media types. During the time that you meet with others, your online media room presents your story over and over to anyone who looks, listens or otherwise stumbles on the site. The good news and the bad news: the online media room works 24-7.
If you have a plan to present your company to the world, an online media room can serve you well. Consider these 15 aspects of an online media room:
- An online media room informs; your company’s current press releases, for example can be easily displayed. Each of your five critical audiences – stakeholders, customers, employees, your community or the general public and, of course, the media, can be served with an online media room.
- The online media room provides a natural Search Engine Optimization (SEO) program so your site rises in search engine rankings. Studies show organic SEO like this is favorably regarded.
- The online media room provides additional frequently updated content, another search engine attraction factor, for your website.
- An online media room smoothes the way for a reporter, making it easier for them to do their job because they can access information at their convenience.
- The online media room offers different story ideas to tweak interest; this can serve as a story generator, providing angles that might not have otherwise been considered.
- An online media room shows you’re on the cutting edge, conscious of your firm’s online perception, a leader in your industry; it might place you ahead of your competition.
- An online media room offers your version of a story, so you direct the news.
- Online media rooms begin the viral marketing story so that you connect with the world. Digg this, for example, at the top of a press release lets readers more easily share information.
- Online media rooms provide consistently updated information which means ongoing opportunities to connect with potential reporters, bloggers, or interested stakeholders.
- An online media room collects key information placing background, general facts and current news in one place. This is convenient for media as well as other users.
- Online media rooms represent a transparent way of accessing media and can give reporters and publishers access to the inner workings of your company.
- An online media room requires planning of strategies and messaging for effectiveness; the benefits derived from attention to these themes spread to other communication methods within a company.
- Online media rooms can link to previous coverage, company history, or meaningful accomplishments and thereby provide a more complete picture of your firm.
- Online media rooms let a company show its character by providing an overview equivalent to putting the best foot forward.
- An online media room partners you with technology in a way that lets you tell your story in your way to a variety of audiences on the web.
If you maintain an online media room on your website, tell us why. Do your reasons differ from the ones listed here? If you’ve not yet committed to an online media room, when do you plan to start?
EXHIB-IT! Hosts Online Media Room Seminar
April 1, 2008 by Mary Ellen · 1 Comment
We had a fun time at the Online Media Room Seminar this morning. Co-collaborator Mary Schmidt and I presented some doable options for a group of small business owners. Of course, it’s April Fool’s Day, and being “nobody’s fools,” Mary and I handed out M&Ms (get it – M & M for our initials) to keep participants involved.
EXHIB-IT! Tradeshow Marketing Experts did their part to contribute to an outstanding event. Here’s how the company over-delivered:
- The seminar, hosted in EXHIB-IT’s new showroom gave attendees an opportunity to see product of all types on display.
- Food and drink were provided to seminar participants. While that’s not a requirement, it’s an option making the event extra-nice. Kudos to EXHIB-IT! for going the extra mile.
- The event was open to EXHIB-IT! customers and was advertised to them in special e-mail blasts. NOTE: One of the ways in which your business can out-deliver the competition is in information that makes a difference. EXHIB-IT! offers an ongoing series of seminars on topics of interest to their audience.
- EXHIB-IT employees were accessible to customers before and after the presentation. Again, a sense of welcoming was part of the event.
Some of the participant comments:
“Great info – how to keep it simple yet effective.” Jason, Comcast/Nugaonline.com
“Content is very practical. Great knowledge of area I do business in.” Yashoda Naidoo, President Annapurna’s World Vegetarian Café
“Very ‘do-able’ ideas and affordable to increase exposure and profitability.” Del Reanne Lucas, President, Lucas Productions dba Albuquerque Home & Lifestyle Show
“Mary Ellen made me feel like updating my website myself is possible. I don’t need to be technical to grow my business online.” Kristen Garcia, Owner, Kiki’s Krumbs
And, from Audrey Anderson, EXHIBIT Marketing Director:
“Mary Ellen offers very valuable and current information in an easy to
understand presentation that is motivating and empowering.”
Look for more information about Online Media Rooms during the month of April right here on the ProfitMeister blog. And please tell me: what are you doing to create your own Online Media Room?
Read the Fine Print – or Read it and Weep
March 7, 2008 by Mary Ellen · 1 Comment
Last Saturday, for example, I traveled 118 miles to Santa Rosa, New Mexico, the City of Natural Lakes, for the dedication of the ‘Bless Me, Ultima’ Rudolfo Anaya Sculpture Park. It was a perfect excursion: spring weather, good friends for company, short ceremony, great luncheon, good scenery.
Just for fun, I went online to discover more information. The event, sponsored by the Santa Rosa Main Street Group and the City of Santa Rosa was part of the Arts and Murals Program which promotes art in public places.
Bless Me Ultima, selected by the National Endowment for the Arts for its national initiative “The Big Read,” is a book from one of today’s most influential authors in contemporary Chicano literature. There might be thousands of web entries that reference Rudolfo Anaya, but I could find no single website. Similarly, when I checked for Sculptor Reynaldo “Sonny” Rivera I realized that I’d found a shell and there were no specifics beyond the pictures on his home page. In fact, the template language is actually visible in the “about” section of the site. Oops!
Humor me puh-leeze. Lighten up your press release.
February 20, 2008 by Mary Ellen · Leave a Comment
Getting the news “out there” takes many forms. Faithful readers of this blog have strong opinions about press releases, publicity avenues, and promotional ideas.
I read about and experiment with visibility techniques all the time; some work, some don’t. Nevertheless I was surprised to read from Publicity Hound Joan Stewart that one of the premiere wire services has been red-flagging humor. That’s a problem. What we need in this world is less humor. NOT!
So, my hat is off to Duke City Fix for publishing in full a fun release in which AIBA, Albuquerque Independent Business Alliance, took actress Jessica Alba to task for some rather unkind words about Albuquerque. In an interesting turn of events, organization members have banded together to discuss options for telling visitors “where to go.”
Why not a humorous, tongue-in-cheek approach? Why not talk back? Join the discussion. Let’s get engaged about what’s happening in our communities.
Amazingly enough we’ll participate in the world instead of letting it pass us by…be proactive rather than victimized. How cool is that?
Billboard Bewilderment – Reflections on Advertising Options
January 31, 2008 by Mary Ellen · Leave a Comment
Billboards. Driving across the Midwest has caused me to focus on the painted, wrapped and digital signs that adorn the highways. (In Missouri on Super Tuesday, seven billboards will announce voting results to drivers, proving only that Missouri is conscious of the effect of billboards.) Consider the message on billboards; it may cause you to wonder what are people thinking?
I’m referring to the signs that have multiple lines of type on them; I haven’t a clue what was said as I was going 80 miles an hour down the freeway. Special type faces cause similar problems with difficulty in quick reading. Is that a problem? Does everyone else know what the sign says or do people simply pass it often enough that they finally figure it out?
Billboardom, the funny billboards blog offers a collection of creative and funny billboards and other outdoor/ambient advertising published since 2005. You can browse any number of postings and judge for yourself how businesses use billboards. Another posting offers an unusual juxtaposition of billboards, with one pitching violence right next to another touting peace.
As blogger Ramney Winnipeg of Manitoba, Canada puts it:
“Let’s face it: we’re all walking billboards.Everything you put on is a
reflection of your taste, style, and aesthetic sense. Deciding what styles you
like, what messages you want to share with other people, or what brands or
companies you want to advertise on your chest, are all decisions that you may
not realize you’re making.You are what you wear.How conscious are you of the
brands you choose to purchase? Are you comfortable endorsing these products? Are
you mindful of the messages they are portraying through you?”
And that leads me back to my original position: what are people thinking?
Free E-Book on Viral Marketing – David Meerman Scott Unveils New Rules
January 21, 2008 by Mary Ellen · 3 Comments
Great resources deserve to be passed along. David Meerman Scott, online thought leadership and viral marketing strategist, just published “The New Rules of Viral Marketing, How word-of-mouse spreads your ideas for free.”
Download the e-book (for free!) here.
I like the timeliness of this offering: companies are still adjusting marketing strategies for the year and online content is a hot topic. No less than four clients talked with me about online content in the past week. I spoke with three other consultants and our topic was social media. Of the seven conversations, at least two were gambling on instant success; read, reality check needed. As David Meerman Scott suggests, “think like a venture capitalist.” He’s referring to the generalized rule of VC that says three of ten companies may be a winner.
Scott gives some definitive examples of viral success and analyzes what does and doesn’t work, and why. He offers real guidance for those who are wildly and indiscriminately adding social media to their traditional media strategies. (I’m reminded of those with a mission to get more people tied to them on LinkedIn for no particular reason.)
In addition to a portrayal of what works, I like the resources highlighted in this e-book. The chapter “Grade your Web site,” for example, showcases a cool marketing tool from HubSpot, an inbound internet marketing system for entrepreneurs. The free tool, Website Grader, measures the marketing effectiveness of any website. How cool is that?
With the plethora of information on the internet, in books and magazines, and resting on your bedside table, it’s tempting to pass more of the same by. Don’t make that mistake with this valuable 34-page missive. Take the time to read The New Rules of Viral Marketing. Let me know what you think…and how you plan to put one of the new rules into action.
Marketing Agribusiness – Start by Knowing Your Customer
November 15, 2007 by Mary Ellen · 1 Comment
The wealth of information available to entrepreneurs never ceases to amaze me. The Mid-Region Council of Governments provided an informative meeting of the Agribusiness Collaborative today. Ann Simon organized the event.
Discussion focused on product marketing. The usual questions popped up. How can I produce a product that a big company will buy? Can I trademark my recipe? Am I a candidate for International trade?
Dennis Robinson, Food Technologist and International Food Marketing Specialist encouraged a focus on basics. Who is your customer? What do they want? Why do they choose your brand? He emphasized the value in quality and discussed the importance of pricing. A good sale is when you make a profit, he noted, telling the story of a local manufacturer who forgot to include distribution costs in his price.
I teamed up to discuss packaging your product for the media and other customers of note. “Building Brand and Buzz” talks about secrets of highly successful media kits. Again, stories carried the presentation. Local businesses like Cervantes Food Products were featured. The group examined media kits from Perennial Toys and Betty’s Bath and Day Spa. (Disclosure: I’ve done work for each of these businesses and had their permission to use specific examples.)
Participants walked away with specific information that could be put to use immediately. Best of all, the experience was free, provided as an outreach program by the state. I mention this only to point out that you might also have an opportunity to learn, to ask questions from someone who has been there, and grow your business as a result.
What are you doing to raise the bar at your business? Is there an opportunity with your name on it?
Change: Reprioritize and Resume, or Risk Everything
November 7, 2007 by Mary Ellen · Leave a Comment
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A bright, ambitious, 21-year old senior engineering student on his way to class is hit by a drunk driver. His mother, a manufacturing entrepreneur, suddenly sees casting concerns in a new light. Note: It happened last week; the company is in year three.
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A confident, powerful doctor sprains his back; the resulting pain leaves him in a state of near-incoherence. The clinic immediately scales back marketing plans. NOTE: Another true story that happened this week; the business had just implemented a strong advertising and marketing campaign.
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A world-class Talk Show Host and self-made billionaire, Oprah Winfrey, confronts a messy sex scandal at her school. NOTE: This incident, unlike the two previously mentioned made every news show this week.
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Change makes a powerful impact when it dumps on your doorstep. It requires instant re-prioritization. Do you have a Plan B?
It’s likely that Oprah didn’t plan for this particular scandal, but she handled her press conference with typical aplomb. Hollywood Today noted that she took her own advice about confronting the situation. Your choices about what to do when disaster strikes, regardless of your public position, say a great deal about you and the future of your business.
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