Wrap-Up the Year with Cost-Effective Holiday Gifts

While we are in the midst of Chanukah and Christmas is mere 11 shopping days away, time to purchase gifts for your favorite clients is running out! And, although many consumer surveys report a tightening of the purse strings this holiday season, there are creative and cost-effective ways to spread holiday cheer and say “Thanks!”

Skip the Traditional Holiday Card for an Egreeting
Is your company known for crafty holiday cards? If so, you know that the cost of producing them can really add up once you consider photography, costumes, printing and postage along with the man hours put in to create a clever message. Cut the cost by creating an egreeting. Not only will you save on printing and postage, but you will do your small part in being more eco-friendly this holiday season. Besides, aren’t enough trees cut down for Christmas? At ProMoter our holiday cards were always a hit with our clients and served as a yearly touch point with past clients reminding them of just how good we are at what we do. However, like many small businesses facing a down economy, we recognized the production cost of these greetings was superfluous and avoidable by crafting an egreeting. And, I must say, this year’s egreeting is just as clever and effective as our previous, traditional holiday cards.

In Lieu of Gifts, Offer Discounts on Services
Many businesses like to treat their clients to a personalized gift during the holidays to show their appreciation for continued business; however, for many, funds just aren’t available at year’s end to shower clients with gifts. Instead give clients the gift of discounted services in 2010. Many of us foresee an improving economy and growth in the year ahead. By offering discounted services, you are creating an opportunity for a continued relationship in the new year when cash flow has improved.

Start thinking outside the box when it comes to corporate gift giving and wrap up the year with a bang! Need help designing an egreeting? Contact ProMoter Inc. at promoter@promoterinc.com for quick turnaround with a lasting impression!

Generation Gaps Create Challenge for Marketers

In 2010 we will be traversing a very tricky marketing environment –catering to no less than three generations whose spending habits, styles and influences are as different as night and day. As a smart marketer looking for the clearest path towards consumer dollars, you must do one of two things. Either recognize which generation represents your top target customers and exclusively market to this group or try to tailor unique marketing messages to each generation in hopes of garnering a larger pool of customers. Your first task is to determine which of these options is better for your bottom line.

I recently fell upon an article in the October issue of Lawn & Landscape magazine that breaks down the different generations and provides go-get-em tips for marketers. Below is a rundown.

Baby Boomers
Baby boomers are very concerned with retirement and savings especially during our recent economic crisis and most often pay with cash – not credit. Therefore, if you are going after their dollar, you’d better be prepared for a hard sell that incorporates relationship building and avoids sales tricks. Advertising Age recently reported messages suggesting advantages including guarantees, safety and experience are most effective with this generation.

Generation X
This tech savvy, highly educated customer base wants to evaluate their consumer choices and make their own purchasing decisions, yet easily cave to peer pressure. While brand loyalty is often lost on them, convincing a Gen-Xer that other Gen-Xers are doing the same thing makes for an easy sell.

Generation Y
Gen-Yers are the largest and most influential consumer group of the three and, thus, are the most attractive customers for many marketing professionals. Why? They are making the purchasing decisions and have (and are willing to spend) the money. They grew up in a pure consumerism culture and respond well to marketing messages. However, although they are young, it is important for marketers to treat them with respect and listen to their opinions. In some cases, big corporations have created branding around the input of this generation. (Think Apple.)

Take a good look at your marketing messages. Who are you targeting? Is the right message coming across for the intended audience? If not, it may be time to rethink and retool your marketing campaigns.

Surveys May Provide Kick Start Your Business Needs

With the economy recovering at a very tentative pace, you may feel as if your marketing efforts have stalled dead in the road, and you aren’t quite sure how to kick start back into gear. If that is the case, it may be time to consider the power of consumer surveys.

Surveys are a great means of getting a firsthand read of your consumer base in relation to your business. How has their spending habits changed? What products are they now shopping for? What attracts them to a business? By asking consumers direct questions, you eliminate the guessing game often associated with developing marketing campaigns. Using the data compiled from your survey, you can accurately target your consumers and increase business accordingly.

Basic Survey Terminology to Consider:
Quantitative Surveys are based on measureable results.

Qualitative Surveys allow you to explore issues with respondents and allow for open-ended responses.

Samples should be at random and reflect a true representation of your population (or in your case, consumer base). The larger the sample size, the smaller the margin of error. If you are looking for quantitative results, a rule of thumb is to sample at least 100 people. Qualitative surveys are less dependent on sample size as you are looking for an exploration on a topic.

So, are you ready to start surveying? Here are some simple steps to follow to get your market research off to a running start!
1. Select the type of research you need (Quantitative/Qualitative)
2. Design a questionnaire
3. Collect your data
4. Analyze data

Experiential Marketing – The Art of PR

During a recent marketing seminar I attended geared towards women business owners and the cultivation of their brand, I learned of a new industry buzz word – “Experiential Marketing.” The speaker defined this term as a means of inviting the customer in to become an active participant in your brand. She also noted that it is important to engage all of the senses in order to promote the full brand experience and to focus more on the psychographics of your target audience rather than the demographics. A little more outside research turned up this definition, “an art of creating an experience resulting in an emotional connection to a person, brand, product or idea.”

While these definitions make the practice seem lofty and rich, the root of experiential marketing is essentially the basic principles of effective public relations. By connecting to your audience on an emotional level, you can foster positive relations and total brand engagement.

Social media has quickly risen to the zenith of public relation channels (and experiential marketing) because of its effectiveness at connecting with a target audience on a personal level. In an Internet driven world, people have essentially created their own personal Internet real estate that is open to marketing touch points – free of charge. Whether through Twitter, Facebook, YouTube (the list goes on), smart marketers can infiltrate the personal space of their target audience with marketing messages that don’t appear to be such.

Fostering experiential marketing behaviors in your marketing efforts is essential to creating a brand in which people connect and trust.

Drive results with email marketing; Don’t drive away customers!

Email marketing can be the easiest, most cost efficient way to reach large segments of your target market and leave quality impressions about new product and/or service offerings, company announcements or special deals. However, it is important to follow some basic guidelines when communicating with your audience in mass. Merritt Colaizzi with SmartBlog on Social Media outlines some tips to get the most out of your email marketing.

• Keep it short. Your message should fit in one preview pane. If your viewer has to scroll down or across to view the rest of the message, you will likely lose their attention and, thus, business.
• Have only one “ask.” Don’t confuse your audience with too many messages. Target your email marketing message to one “ask.” For example, “Sign up for our newsletter,” “Click here for instant discounts,” “Learn more about product A.”
• Offer several “calls to action.” This shouldn’t be confused with an “ask.” A “call to action” is a line explaining to the viewer how they can respond to your message. It is important that you give them several opportunities to act. And, be sure not to bury your “call to action” at the bottom of the email. Sprinkle them throughout the email for full effect!
• Include graphic elements. It is important to make your email message visually pleasing. Viewers get lost with too many words. Tailor your message so you can tell your story with a good mix of images and text.

Looking to initiate an effective email campaign but don't know where to start? ProMoter Inc. can help! Contact us at (502)562-1969 or promoter@promoterinc.com

Get Ready to Add Social Media Monitoring to Your Morning Routine

What makes up your routine when you get into the office in the mornings? Grab a cup of coffee, check voice messages and emails, review the day’s to-do list, etc.? Better get ready to add another task to your list. In an online world of 24/7 tweets, facebook status updates and daily blogs, social media can wreak havoc on your company and brand if you aren’t monitoring what is being said. So, set aside 10 minutes to check the online activity happening while you’ve been away.

1. Check Twitter for company and brand chatter – estimated time: 2 minutes.

2. Scan Google Alerts – estimated time: 1.5 minutes.

3. Check Facebook stats – estimated time: 1 minute.

4. Answer industry-related LinkedIn questions – estimated time: 3 minutes.

5. Use Google Reader to check Flickr, Delicious, Digg and other social sites – estimated time: 2.5 minutes.

Where is MY piece of the stimulus pie?

There is a big chunk of the $800 billion in funding up for grabs via the American Recovery and Reinvestment Act (ARRA), but getting your piece of that proverbial pie may be more difficult than the government has let on. Consultant and author Mark Amtower recently wrote an article outlining an action plan to land government contracts for your business (at all levels of government – local, state and federal.)

While a lot of money is out there at all levels of government, Amtower doesn’t want you to get your hopes up. If you have no experience selling your services to the government, he doubts you will land a significant contract. But, “significant” to the government is often a seven figure sum. I’m sure you’ll settle for less! If time is on your side and you are ready to do your homework and be persistent, then other stimulus monies may be at your grasp.

Here is Amtower’s action plan for small businesses looking to benefit from the giant stimulus.

1. Decide where you fit. What products or services do you sell that are truly germane to these projects?

2. Decide what level of government you want to sell to. Are you going to stay local to your business? Can you ramp up to state or federal business? Target the government agencies you wish to target.

3. Go to Government Express Resources (http://www.governmentexpress.com/resources.html). Scroll down to "Doing Business with Links" (for Cities, State and Federal). Each of these provides direct links to the procurement websites for all states, all federal agencies and many major cities. What you will do here is start your education on how each level of government procures goods and services. You need to understand this before you proceed. Browse and bookmark this site while you are there, as it has lots of free information on doing business with the government.
4. Next, go to Recovery.org. Government contract tracking firm Onvia created this site to show on a state-by-state basis where the money will be spent. You may need to subscribe to Onvia's bid tracking service to get details on each emerging opportunity.

For more steps to Amtower’s action plan, check out this article on Entrepreneur.com (http://www.entrepreneur.com/money/article202570.html#ixzz0LAVC1gN5&D). Your local government offices should also be able to provide resources to help you along in this process.

Business Cards are Not an All-Access Pass

Contrary to popular (or at least common) belief, networking events, conferences, expos, etc. are not a business card collecting free-for-all aimed at building your marketing distribution list and boosting your online network.

In order to not turn connections – and potential clients – off, build a relationship first before you add them to your mass marketing distribution list. Or, upon taking their business card, simply ask if they would like to be added to your monthly newsletter list and be sure to give them several solid reasons as to why your newsletter would be of benefit to them.

Why should you be concerned about this? Obviously, you don’t want to annoy the people who you would like to turn into clients with unwanted emails. But, more importantly, do this and your email marketing efforts could garner spam complaints creating a big headache for you in the future.

Get Connected in Your Community!

For small businesses owners, successful marketing strategies extend beyond effective SEO, social media dominance and expertly crafted ad messages. To gain credibility among your immediate target market – your local audience – it is imperative you cultivate a strong presence in your community. While you may know of many community groups, organizations and associations, it is wise to ensure they know you!

Lisa Barone recently blogged about the importance of building awareness in your local neighborhood through community involvement. Here are some easy ways Lisa has suggested to become an active member of your community.

Offer to host a class – Does your business provide a unique service that can be incorporated into a learning opportunity and, thus, a networking opportunity? Offer to host a class. A client of ProMoter specializes in helping people own their own business through franchising. To build their network of contacts and turn prospects into customers, the company hosts free monthly seminars with expert speakers and topics of interest to their customer base.

Join your Chamber of Commerce and other area groups – Local Chamber of Commerce meetings are a great way – an emphasis on great! – to meet and network with other business owners. ProMoter is an active member of a variety of local city organizations including Greater Louisville Inc. (GLI), One Southern Indiana and the Jeffersontown Chamber of Commerce. Additionally, ProMoter staff members are active members of the Louisville chapter of National Association of Women Business Owners (NAWBO) and the Young Professional Association of Louisville (YPAL). Joining local affiliates of nationally recognized organizations can do a lot for your business reputation.

Donate your services – Huh? And, how is this supposed to bring in revenue? Well, sometimes smart business decisions don’t necessarily do a lot for your bottom line – in the short run. But, profits can be found if you are patient. Check out this example – a local Louisville photographer is often called upon to donate or drastically markdown her services for major group events. However, because she is known as this group’s unofficial photographer, many members call upon her services at full price creating quite the customer base. It is all about exposure – no pun intended!

Go local – As a local business you should be supporting other local businesses. Use them whenever you can. Next time you stop in at a local shop, ask to speak to the owner or manager. Brainstorm ways each business could benefit from the other’s services.

Click here to check out the complete article by Lisa: http://smallbiztrends.com/2009/06/build-awareness-in-your-community.html.

Are you well connected in the community but missing out on other marketing opportunities? ProMoter Inc. can help you unleash your business’s potential! Contact us at 502-562-1969 or email us at promoter@promoterinc.com.

Control those fonts!

Let’s face it. When money’s tight, you may find it necessary to rely on your own graphic design skills to communicate with your customers. Whether you are creating fliers for your business or listing items online to sell, there are a few guidelines to maximize the visual impact of your message.

Nix Those Fancy Fonts
Tempted to use Comic Sans or a cursive font to add flare and draw attention to your piece? Don’t fall victim to this typographical trap! Overuse of fancy fonts can make your piece look like the work of an amateur. Sure these types of fonts are fun but when everyone uses them, they get pretty old, and get old fast. It also can be hard on the eyes of your readers. Besides, you want the viewer to pay attention to the most important part of your piece - the message!

Stick to normal serif and sans-serif fonts for headlines and body copy. If you absolutely must use a fancy font, use it sparingly throughout the piece. Reserve it for special information that should stand out.

Beware of Too Many Chefs...
Control the desire to use a variety of fonts. Using too many different fonts in one piece breaks the visual cohesion. The viewer may be unsure what information is most important as the fonts compete against one another for attention.

Your safe bet is to limit fonts to two or three. Note that using bold or italic in a particular font is not included in this limitation. In fact, using bold or italic can help to create a visual hierarchy of information. Just be sure not to bold every sentence or the emphasis will get lost.

Serif or Sans Serif?
As you probably can guess, readability is very important. If you are posting a blog online, sans serif fonts are easiest on the reader’s eye. But, for text you’re printing out, serif fonts are best to read. Of course, this rule isn’t set in stone. But, it’s important to be mindful of it when you have a lot of text in your piece.

Take the CAPS lock off!
RESIST THE URGE TO MAKE EVERY WORD ALL CAPITALS. It may be effective for headlines, but use proper capitalization for paragraphs of text. An entire paragraph of all caps can be difficult to read, especially for readers who are skimming the text. Also, AvOiD sTrAnGe AnD fUnKy CaPiTaLiZaTiOn To DrAw In ReAdErS. You may appear more like a 15-year-old girl on MySpace than a professional company.

Think of these tips not as definitive rules but mere guidelines to assist you in producing professional, easy-to-read messages geared towards reaching your customers.

Need help with graphic design but wary of the high cost of hiring a professional? ProMoter Inc. specializes in finding cost effective marketing solutions for clients, while delivery quality results. Contact ProMoter Inc. at 502-562-1969 or email us at promoter@promoterinc.com.

The Great Gender Debate

Recently I read an article that should make small businesses who have ventured into the world of online advertising start to think if they have correctly positioned their marketing dollars. The article reported on the differing Internet habits of men and women. It pointed to various studies that have found gender, more than race, ethnicity or economic status, is the major driving force behind our browsing styles. However, the article was quick to point out that Internet Protocol addresses (IP addresses) do not “come in shades of pink and blue.” Therefore, businesses advertising online have come to depend on gender generalizations when placing advertisements. But, these generalizations aren't always on target.

"Smart companies use behavioral targeting to try to reach their desired target demo online, but even then, they can't tell who exactly is behind the IP addresses they are following," says Lisa Phillips, an eMarketer senior analyst and author of the report "Men Online” in an article for Fortune magazine.

So how can you determine which sites attract your consumer base – specifically when you target a gender? Do the research! Meet with your account representatives and ask for detailed demographic information for their site. Create a simple survey for customers to complete concerning their media habits – what sites do they frequent most? Which sites are most influential in their purchasing decisions? If you keep it short and simple, most customers won’t mind taking the time to fill it out.

Advertising is still the best way to stay top-of-mind with your customers in this down economy. Just be sure you aren’t throwing your dollars away on sites that do not attract your audience.

Check out the complete article for more interesting gender-based marketing findings. http://money.cnn.com/2009/05/20/technology/kattan_gender.fortune/index.htm?postversion=2009052011

Need assistance creating an effective advertising campaign that incorporates online marketing? Contact ProMoter Inc. at 502-562-1969 or email us at promoter@promoterinc.com.

Why NOT to Leave the Tweeting to the Birds

If you are leaving the “Twittering” and the “tweeting” to the birds, you are missing out on the newest (and very efficient) way of building brand recognition and generating brand conversation among your customers.

Twitter has been touted as the new email and has marketers reeling about its potential to help catapult sales and customer loyalty to all time highs. And, it couldn’t be easier to use! Setting up a profile is easy and “tweeting” is a simple as typing a few sentences and hitting an “update” button. Additionally, because it is a free service, all it costs you is the human power you put behind your Twitter presence.  

Naked Pizza, a New Orleans-based pizza joint, discovered the power of Twitter among its followers when they offered an exclusive-to-Twitter promotion. The results? 15% of the day’s sales were Twitter-generated.

Twitter is also an effective means of monitoring what is being said about your company and brand. Using its search feature, you have the ability to type in your company’s name, products, competitors, etc. and discover what is being said through the Twitter grapevine. While ProMoter Inc. doesn’t have a Twitter account of our own, we monitor the site for client mentions to ensure we are staying on top of the online conversation.

Looking for more details on how to organize your Twitter account, find followers and tweet effectively? Check out this blog post created by Laurie Dunlop of NetStrategies. It gives a variety of beneficial links and tools to use to optimize your Twitter experience! http://www.netstrategies.com/blog/uncategorized/2009/05/twitter-toolkit-for-beginners#more-314

Need help crafting an online marketing presence using Twitter and other social media tools? Contact ProMoter Inc. at 502-562-1969 or email us at promoter@promoterinc.com.  

SEO: Uncovering the truth behind the latest craze in Internet marketing

The recent social media boom has created quite a mad dash for companies to get their name and brand on the Internet and in search results leading to a surge in the SEO business. While search engine optimization is very important to your business if you want to have a valuable presence on the Internet, many small businesses just don’t have the expertise in this burgeoning department. Please take caution when employing an SEO firm to increase your company ranking. Some SEO firms – not the reputable ones – will use deceptive and unethical tricks to bump your site’s rankings, and, while this may work in the short term (bringing your site lots of traffic), your site could be banned from search engines essentially making your site worthless. When hiring an SEO company, please try to avoid deceptive SEO tactics by following these guidelines provided by Google.

• Watch out for those SEO firms who guarantee a #1 ranking.
• Beware of SEO firms who contact you first.
• Avoid SEO firms who do not clearly explain their operating tactics or who are secretive about how their company works.
• Be sure to understand where your money is going. You can’t buy better rankings from the search engines. Ask your SEO provider to differentiate between pay-per-click and SEO.

For many small businesses, SEO is still an unchartered frontier. Check out the link below for a more detailed explanation of what to look out for when hiring an SEO firm. Don’t forget that your best line of defense against rogue SEO firms is to arm yourself with the facts about SEO and competitive firms in your area.
http://www.google.com/support/webmasters/bin/answer.py?answer=35291

While SEO is not our area of expertise, we can help you uncover the truths behind the popular practice and assist you in locating a reputable SEO firm that can get your company results on the Internet. Call us at 502-562-1969.

Be A Fearless Marketer

In December of 2008, I blogged about ways your small business could weather the storm of a slowing economy. Fresh off a presidential election and with renewed hope of a quick (or at least steady) economic turnaround that was sure to accompany a new administration, I never imagined the storm clouds would still be hovering over small businesses in April. Nevertheless, even in extended periods of slow or stalled sales, now is the time to be a fearless marketer while your competitors stay caught out in the rain.

• Recall how you came into business with your current client roster. Think back – maybe even way back – to how you first attracted your clients. Make a list. How did you make this connection or build this relationship? At ProMoter Inc., many of our clients and contacts came from associations and groups our staff is members of. Armed with this knowledge, we keep our memberships up-to-date and actively participate in committees, boards and meetings.
• Keep wooing long-time clients. Have you been doing business with the same client for years, maybe even decades? My guess is that you don’t want to lose that client. Sure you’ve built relationships with these clients but business is business. Keep your ideas fresh, your prices competitive and your gratitude apparent. Don’t give them any reason to let their eyes wander.
• Diversify. Consumers always want more for less. Brainstorm cost effective ways to diversify your current offerings so you can sell deeper into your existing customer base.
• Rethink business as usual. Many businesses are looking to revamp their tired strategies and mode of operations. What was working most likely isn’t working now. Don’t get left behind clinging to your tired practices. First step, overhaul your marketing plan to insure you are reaching the right audiences with the right messages at the right price.

ProMoter Inc. can help with this step to guarantee you aren’t left in the rain without an umbrella. Give us a call at 502-562-1969 or email at promoter@promoterinc.com to learn what we can do for you!

Has Direct Mail Lost Its Edge to Email?

Direct mail seems passé in today’s email driven marketing world. Why spend diminishing marketing budgets on design fees, printing and postage costs when you can zip an email campaign off in minutes? Be wary of the desire to concentrate your marketing campaigns online. While email and other forms of social media have made it easier and more cost efficient to connect with your consumer, direct mail may be your best bet to reach your consumer with a fresh, trusted message.

According to a nationwide survey commissioned by Promo magazine, young professionals (18-to 34-years-old) prefer mail nearly two-to-one. The reason? Privacy. This group’s over exposure to email and the Internet has likely fostered a discriminating view toward online solicitations – chiefly via emails, which are often perceived as a nuisance and deleted.

Furthermore, according to the Marketing Design Group, direct mail is often more effective at enticing the deeper consideration required to convince your consumers that this investment will pay off. If you are launching a new product, soliciting your services or requesting any other big time or money decision from your consumer, direct mail is the way to go.

With increasing postage costs and mailing restrictions, be sensible as to when a direct mail marketing piece is needed. Making a company announcement or offering a discount on services? Stick with an email. However, if you are asking your consumer to spend big dollars on your services or to buy a new product, direct mail is the preferred marketing tactic. Although new technologies and social mediums are creating a whole new dialogue in marketing, direct mail has not lost its influence with the consumer.

Are you looking to create a cost effective yet efficient integrated marketing campaign? ProMoter Inc. can help develop valuable direct mail pieces as well as attractive emails. Contact us at 502-562-1969 or visit us online at www.ProMoterInc.com.

Build Relationships, Target PR Emails for Best Results

Josh Bernoff recently blogged about a common issue facing reporters, bloggers (and apparently analysts) your PR office should be aware of... the high frequency of irrelevant emails invading inboxes. To truly understand the issue, Josh conducted a study in which he tracked every PR email he received for a two week period – a total of 114 emails regarding 88 different companies. His results were surprising. More than one of five emails was completely irrelevant. About half of those emails received were related to industries he used to cover (over two years ago). Only 27 emails were deemed relevant with a staggering four qualifying as interesting news Josh would look into.

The point to this study? PR practitioners should abandon the tired, old practice of creating large distribution lists and sending releases out in bulk. Target your releases to those reporters who will find the information most relevant. Better yet, personalize your pitches to increase the likelihood of coverage. In an increasingly digital age, easy and fast have become the mode of operation for PR practitioners. However, building quality relationships with reporters is the most effective way of getting your news heard.

To read the complete list of findings from Josh’s study check out the following link: http://blogs.forrester.com/groundswell/2009/02/three-quarters.html.

Looking to use PR to boost your company’s image? Contact ProMoter Inc. at (502)562-1969 or online at www.ProMoterInc.com. ProMoter Inc. has over 25 years of experience getting your message heard through effective public relations services.

Social Media Monitoring with Google

Overwhelmed with the variety of services, blogs and sites available via the wondrous World Wide Web? Feel like you don’t have time to participate in social media? Are you clueless to the ongoing online conversation about your industry, business or client? Well, it is time to rethink your position on social media and the importance of Web monitoring. Monitoring your company’s Web presence along with site activity is a basic tenet for marketing in a social media age. And, it couldn’t be easier!

Google provides users with two valuable (and free) resources to effectively test the waters of social media monitoring without having to dive in head first – Google Alerts and Google Analytics.

Google Alerts (www.google.com/alerts) will send you emails with links to Web pages (including blogs) that mention your company name. Set up is easy and you are able to control the frequency of the alerts along with the number and variety of keywords to which you are alerted. Feel free to expand upon your company name and include your products, competitors or generic industry-related terms.

Google Analytics (www.google.com/analytics) generates detailed statistics about the visitors to your Web site. The service is aimed at marketers so it is easy to use and interpret. Google analytics can track visitors from all referrers including search engines, display ads, pay-per-click, email marketing, etc. The statistics provided are very detailed and customizable.

Other, more advanced, social media monitoring services are available. Check out this article for a “Quick and Dirty” guide to setting up social media monitoring. (www.socialmediaexplorer.com/2009/02/18/a-quick-n-dirty-guide-to-setting-up-social-media-monitoring/)

Be sure to contact ProMoter Inc. for your Web-related marketing needs including Web design and email marketing campaigns. Give us a call at 502-562-1969 or visit us online at www.promoterinc.com.

E-Newsletters are a Great Way to Build Contacts

Marketing in today’s economy is all about gathering contacts and building relationships with those connections. Not to worry, there are more ways to making connections than going to 7 a.m. networking events or happy hour socials. E-newsletter campaigns are a great way to build and maintain your email lists. If done well and consistently, you may acquire new business and establish customer loyalty.

Neil Anuskiewicz and SmartBiz.com have outlined six strategies your small business should utilize in order to build and maintain your email list through e-newsletters.

1. Make your e-newsletter sign-up forms easy to find. If you made the effort to create an e-newsletter and to install sign-up buttons on your Web site, be sure they are not hidden. If a unique visitor comes to your site and bounces off without realizing you had an e-newsletter, then you have missed out on a valuable prospect for your product or service. Be sure to put your sign-up buttons in prominent places and on as many pages as you find appropriate.

2. Build trust, have a privacy policy. In a spam age, people are hesitant to dole out their email addresses. Make sure you have a clearly stated privacy policy positioned in a noticeable area on the e-newsletter. By taking this extra step, you are building trust with your clientele.

3. Provide incentives to subscribers. Hopefully the prospect of receiving valuable information through your e-newsletter will be enough to entice visitors to subscribe. But, if in the off chance it isn’t, try offering special discounts that are exclusive to e-newsletter subscribers.

4. Ask for the right amount of information. Essentially, you have created an e-newsletter to garner contact information from current and prospective clients. That being said, you need more information than a simple email address in order to build a relationship with that contact. However, if you make the form too long, people are likely to bounce off of your page. Stick with the basics – name, company, phone number and email address.

5. Use the Forward to a Friend feature of your ESP. Most Email Service Providers (EPS) have a forward to a friend feature. If your subscribers like your content or know of someone who would benefit from the information, most will forward to a friend yielding you more subscribers and contacts. To make it easier to the receiver of a forwarded email to subscribe to the list, you might want to put a link to the subscription form in the email.

6. Share your Knowledge. Sharing your industry knowledge in articles, blog posts, etc. can drive more traffic to your website and get more email list subscribers. By creating the image that you are an expert in your field, people will be more likely to subscribe to your e-newsletter.

Gathering email addresses for email campaigns like e-newsletters is only the first step. Next, you will need to build a relationship with those contacts. Creative and consistent e-newsletters is one means of establishing that relationship. However, don’t feel shy about personally contacting new subscribers. You may be surprised in the potential behind those contacts!

For more on this article, be sure to check out http://www.smartbiz.com/article/articleview/2510/2/53/.

Want to create an e-newsletter for your business and start building your email lists? ProMoter Inc. can help. Contact us at 502-562-1969 or promoter@promoterinc.com.

The Sophistication of Public Relations: Uncovering the Latest Trends – Social Media

Public relations has grown up or matured, rather, with the dawning of the social media age. With the emergence of blogs, Twitter and social media networks, PR practitioners are looking at online communities as new and credible media for consumer dialog. Think keeping your eyes on your local newspaper or trade magazines is sufficient to stay on top of the conversation being generated about your business or product? Think again! Social media has opened the door for consumer-driven conversations online, which should be monitored and even fueled by your public relations efforts!

For years, public relations has been defined as the management of the flow of information between an organization and its target audiences with successful practitioners relying upon their established relationships with (or at least a list of) media contacts in your area or industry. However, in today’s virtual world, managing this flow of information has become increasingly more complex as new blogs, tweets and social networking sites emerge daily. Nevertheless, Web sites and applications exist to bring you into the new generation of public relations, reducing the growing pains your small business might be experiencing.

Be sure to check out the March issue of Kentuckiana Business Forum for the complete version of this article. If you do not receive KBF, visit them online at www.kentuckianabusinessforum.com.

If you or your company are in need of sophisticated public relation services, contact ProMoter Inc. at 502-562-1969 or email at promoter@promoterinc.com.

Year of the Ox Should Give Hope to Small Businesses

The Chinese New Year* began January 26 and with it we welcome a bit of hope for small businesses in 2009 as we celebrate the year of the ox. Rhonda Abrams of USA Today recently wrote that businesses can learn a lot from the ox, which is characterized by prosperity through hard work – an auspicious sign for entrepreneurs and small business owners.

Prosperity through hard work sounds too good to be true in today’s economy where we have become discouraged to think prosperity is possible. I say nonsense! Think like an ox! Even in such dire economic times, prosperity can be had if we commit ourselves to working hard for the results.

Abrams suggests that 2009 will be a good year to:

• Start a company – sound lofty? According to Abrams, 16 of the 30 companies that make up the Dow Jones industrial average started during recessions or the Great Depression.
• Hire people – we’ve all seen the job loss numbers and they seem to keep growing. Amazing people are out there, and they want a job now! They are more likely to be willing to come in at a lower salary with opportunities to negotiate three months down the road.
• Rent or lease new space – according to Abrams, with high vacancy rates and plummeting commercial rents landlords are willing to deal, even offering months of free rent.
• Negotiate – now is the time to drive a bargain on just about anything!
• Gain market share – your competitors are cutting back on their advertising and marketing budgets; however, customers are still out there. Take over the market share and go get them!

To see what 2009 is not a good year for, check out the rest of the article at www.usatoday.com/money/smallbusiness/columnist/abrams/2009-01-30-year-of-the-ox_N.htm.

*In the Chinese calendar, each year is identified by one of the 12 animals in the Chinese zodiac. Predictions for the year as well as for people born during that year are based on the characteristics of the animal.

ProMoter Inc. can help you find success through the lean times. Give us a call (502-562-1969) or drop us an email (promoter@promoterinc.com) to see how we can help your small business.

Get Noticed in the Media: Media Buying for the Beginner

Whether your advertising budget affords you the luxury of hiring a media buyer to place your ads or you are charged with handling the task yourself, a basic understanding of the media buying business is necessary when positioning your company, product or services within your target audience’s scope. The most important objective when buying media is to be noticed by the largest segment of your target market as cheaply but as effectively as possible. Below are media buying suggestions which can afford you with the best buys for your buck.

• List and review as many possibilities as you can for reaching your target audience.
• Get a media kit from each potential medium and study it.
• Form relationships with your advertising sales reps.
• Assess the frequency and exposure you’ll need.
• Evaluate the costs of each advertising option.
• Choose a combination of media with the right impact.

The five major media available to the typical buyer includes newspaper, magazine, radio, Internet and television. Each media has its advantages along with advertising disadvantages accentuating the importance of varying your media saturation to include at least two different medias and a variety of sources.

• Newspapers provide advertisers with speed of reaching their target market with ad packages that can meet almost everyone’s budget. However, newspapers have a short shelf life. Consider increasing the frequency of running ads in order to be most effective.
• Magazines offer the advertiser long shelf life as some issues are kept for years. Magazines also provide the advertiser with versatility of ad layout and great production quality. Remember that magazines require a long lead time for advertisements to reach your markets.
• Radio is an excellent value for reaching large segments of your target market quickly and easily with a variety of formats to match any market. Radio, too, has its advertising disadvantages including no shelf life requiring increased frequency for effectiveness. Radio does not provide the consumer with visuals so you will need expert wordsmithing in order to create an image of your product or service to entice the listener.
• Internet advertising offers the advantage of providing a direct link to your website. You are also able to target your market by advertising on sites that your customers and potential customers frequent. The click-throughs can be tracked and analyzed. Cost varies widely so ask questions to determine value.
• Television is the most powerful means of reaching mass numbers of your market quickly but, in many cases, is the most expensive.

It is important to arm yourself with enough information when buying media so as to create efficient and cost-effective advertising packages aimed at reaching a large segment of your target market.

If you are in need of media buying services, contact ProMoter Inc. Marketing Communications at 502.562.1969.

Source: Getting the Best Buys for the Buck by Tom Egelhoff

Seven News Elements to Get Your Story Covered

Garnering press for a client or event often proves to be a challenging task for many public relations professionals especially when the client or event is new or relatively unknown amongst the community. While you may think your news release is worthy of a breaking news report or front page headline, those at the news desk may view it as one in the hundreds of news releases received daily and headed for the recycle bin.

When covering an event, journalists use seven basic news elements to angle their stories into newsworthy articles. Therefore, keep these elements in mind when penning a news release and the media will be sure to take notice!

Proximity: This refers to the location of the event. Events booked in Louisville are more likely to gain local media coverage than if they are located in Indianapolis, IN or Cincinnati, OH.

Prominence: This refers to how well known your client or those involved in your event are to the public. Do you have a famous guest speaker attending your event or a well-known sponsor? Publicize their participation in your event in order to make your release newsworthy.

Timeliness: You will need to send your news release out in a timely manner in order to gain the media’s attention and coverage. Sending your release out too early may lead to the media overlooking your event, while sending it out too late could prove problematic as well as the media may have filled all space with other events and news. And remember that monthly or weekly publications have longer lead times than daily media.

Oddity: Unusual and unique events make news. If your event has a strange angle to it, publicize it in your news release. The public is always intrigued by the odd.
Consequence: Events having major and/or direct impacts on the media’s audience often are considered newsworthy.

Conflict: Arguments, fights, rivalries, wars all make newsworthy items. Hopefully your event will not fit into this category!

Human Interest: News invoking the emotions of the reader is often the most popular coverage with the public. By angling your release to appeal to the emotions of readers, your event takes on a newsworthy element.

Feel free to take multiple angles with your news release. Angling a release with more than one news element can only help your efforts in getting media coverage for your event!

Source: www.geocities.com/Athens/Aegean/6763

Ring in the New Year with New Business Resolutions

As we ring in yet another new year, it is important to reflect on the past year in business and focus on means to increase productivity, efficiency and overall success. Consider what worked well, what failed and what could bring about new success. Think of it as your business resolutions; it is an important part of re-establishing your strategic business plans and getting the year off to a fresh and productive start.

•Secure your records and data: Computers crash, don’t leave your business to chance – back up, back up, back up! It is imperative to the security and vitality of your business to back up important information including business proposals, financial records and invoices, management data, client profiles, etc. Make a point to back up any new information weekly for added safety.

•Jump start your marketing efforts: Think that the slow economy is a good excuse to cut your advertising budget or nix your yearly marketing campaign? Think again! A slow economy is the perfect time to jump start marketing efforts as it keeps you top of mind with your consumers while your competition takes a back seat.

•Join a new business organization or networking group: Networking is key to establishing your name and business among the community and generating new clients. By joining a business organization, you will meet other industry professionals who can inspire new ideas, polish old ones and assist in meeting contacts.

•Work with ideal customers and tend to your best customers: Part of generating new clientele is ensuring these new clients are reliable, consistent and cooperative. You do not need additional stress by working with less-than-ideal clients. Furthermore, give your best clients extra attention. They are your best customers for a reason so you should treat them as such. Additionally, ask them for client referrals. Most likely they will refer you to clients like them, ideal!

•Learn something new: Research what your industry peers are doing to make their businesses grow and prosper. Learn of any new trade secrets or industry practices not currently in use by your business. By staying on top of the industry, you will most likely stay ahead of the competition. Additionally, look into social media as an avenue to promote your business. It is the latest trend that actually has traction.

Looking for ways to enact your New Year’s Business Resolutions in a cost effective and efficient way? ProMoter Inc. can help. Contact us at 502-562-1969 or promoterinc@promoterinc.com.