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How Agencies Can Prepare Clients For Success

A marketing agency is typically hired on to help companies achieve their marketing goals and objectives.  What happens when a company has not set any goals and objectives?  How does an agency handle this type of situation?  We have all heard from clients the famous line “We really don’t have a marketing budget”.  How can an agency prepare their clients for success? The first step is discussing the allocation of funds for marketing and setting achievable marketing goals.  Without this step, the client will be setting themselves up for future failure.   The key is to be prepared with the budget, goals, and proper direction.  Clients must have a vision of their brand and where they see the company going in three to five years.

Here are some tips to help agencies make sure their clients are prepared for success:

First things first…make sure they know their brand and value proposition!!!

  • Developing New Logos and Rebranding a company can be a very challenging task without the right information up front. What vision does the client have in their mind as far as the look and feel of their logo? Logo colors and style need to be communicated to the agency so they can deliver what the client wants on the first try.  Communication is the key here.
  • New Collateral– When developing a new brochure or sell sheet for a client, it’s important that the client has all the materials that you will need up front in order to design the piece. Make sure you have the high res version of their logo, high res stock or professional photos, and insight into their writing style.  I can’t tell you how many times we started on a project with little direction from the client and we had to change things over and over due to the client not being prepared up front.  Be specific and ask the right questions. Don’t be shy!
  • New Website – Developing a new website for a client is another challenge and can be a daunting task if you don’t understand the client’s vision.  What is it about the existing website that they don’t like?  Do they want to add features like blogs, chatting, streaming video, etc. to the website?  Ask these questions up front and also find out the budget for the new website.  You would be surprised how many agencies work in the dark with little communication with the client.

Be specific… Do make sure you put in writing the due dates and all the items you need in advance in order to start on the project.  Marketing is not an easy task and can be subject to many people’s opinions.  Always determine up front who will be approving your work and send all marketing materials to one main contact.  You don’t want too many people involved with making changes to marketing materials as it can turn into a circus. The goal is to keep communication strong and build stronger agency client relationships. Keep your clients prepared and you will see a more successful relationship form between agency and client!

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

Sources:

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When to Use On-Line Public Relations Vehicles?

As a public relations specialist, it’s important to know when to use on-line Public Relations vehicles.  Since there is a cost associated with PR websites, you don’t want to waste it on something that is not newsworthy.  It’s important to research the various websites available and the costs for uploading a press release. The most popular websites include PR Web, 24-7 Press Release, BusinessWire, and PRlog.  The most expensive sites are PR Web & BusinessWire which charges up to $200-$250 per release,  24-7 Press Release charges $50 per release, while prlog is free.   These online sites  can get your company noticed, improve your search engine rankings, and generate more leads. Once you create an announcement about your organization, it goes out across the web and hits the press worldwide!

The process is simple…..Each online mechanism requires you to set-up an account and offers you the ability to distribute your press release and reach all your targets: print and broadcast newsrooms, individual reporters and editors, consumers, financial and news portals, websites, news syndicators, bloggers, social media networks and more.  You can also target by region, industry, or news theme.  Usually, once you upload the press release it takes 24 -48 hours for the press release to be approved and distributed.

Here are situations that call for spending your dollars on an online PR site distribution:

Upcoming Trade Show – Your company is exhibiting at an upcoming trade show or conference and you want to spread the word.  An online PR site is a great vehicle to accomplish this.  It will help you promote your booth and invite attendees to stop by. It creates excitement and anticipation for your company and can increase your booth traffic.  It’s also a great way to get the word out to the media that will be attending the trade show.  They are always looking for new stories to cover at the show and by giving them advance notice, you can schedule meetings and get people talking before the show!

New Product Launch – You have a new product coming out in the fall and you want to start creating hype in the industry now.  An online site will give you the ability to inform your target audience about the new product prior to the release date.  It’s a great way to prepare for your new product launch.  You can also upload product photos and offer discounts to people that order the product in advance.

Acquisition – Typically, most companies write a press release announcing a new acquisition.  By uploading the announcement and sending out via the online sites, you are getting the word out quickly. You can select by industry and make sure that everyone in your particular industry is aware of your new acquisition.

You sent out the release…now how do you track results?  Most PR specialists look at impressions, number of views, and online articles.  An impression refers to any time the headline and possibly the summary is displayed at any of the distribution points the online site has the ability to track.  It includes the home page, browsing by day or category, and newsfeeds.  The release views refer to any time the full body text of your press release has been displayed at any of the distribution points.  By keeping track of your successes and how many times the PR release is published gives you the backing to continue spending money on these types of vehicles.  Hopefully, it will continue to be a vehicle that is widely used in the future.

Author:

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

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How to Use Webinars As A Lead Generation Tool

A webinar is a great tool for businesses to help grow their businesses.  It’s a shame that more companies don’t utilize this medium to educate their target audience on their products/services.  Most companies today are using webinars to educate their internal team and offer sales training.  It eliminates travel expenses by not having to fly in employees to one location for product training.  How many times have you attended a massive sales training seminar in an upscale hotel?  This is something that we should start seeing less of over the next few years.  If companies are smart….they will take the money spent on these events and put it towards engineering and additional marketing programs. The biggest benefit of a webinar, is that your audience can attend a webinar from the comfort of their own desk without leaving the office.  The cost to the company is minimal.

Why are most companies not using webinars as a lead generation tool?  This is a great way to spread the word about your products/services without spending a fortune.  The ROI can be high if companies utilize this medium the right way!

Major Benefits of Webinars:

  1. Attendee List –You can communicate with past prospects, new prospects, and current customers by inviting them to a webinar. It’s a great way to remind them about you!
  2. Credibility – By hosting a webinar on a particular topic…it makes you the industry expert and gives the company credibility as being the spokesperson.  It’s important to get knowledgeable presenters who understand the target audience and how to speak to them.
  3. Webinar Invitations – You can create an upscale email or direct mail invitation and send out to your in-house database.   This is a great way to get in front of your customer or prospect and show that you know the industry. Also…people like to receive free information.  It’s a great offer as part of a direct marketing campaign.
  4. Follow-up – All follow-up should be made within 2 days of the webinar.  All attendees should receive a thank you email.  You can send a link to the archived version of the webinar to the people that registered…. but did not actually attend the webinar.

Webinars can be an effective way to grow your business and increase your profits.  It’s important to give your prospects a presentation that keeps their attention.  Also, interaction is important where participants can type their questions during the webinar session.  A Q & A Session at the end of the session is a great way to keep your webinar interactive.   It is important to know your webinar layout before you begin. This includes what you anticipate on covering, what your objectives are, the format, the length of your webinar and so forth.  The typical length of a webinar is 45 minutes with a 15 minute Q&A session at the end.  Also, the timing is important.  Since you will have attendees from the east and west coast…2:00 p.m. EST is a great time to hold your webinar.

Promotion is crucial to your webinar’s success.  A great way to promote your webinar is through social media sites, direct mail, email, and banner ads.  It makes a great Call To Action for your campaign.  It’s time to add webinars to your marketing tools and start reaping the benefits today!

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

Sources:

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