Advertisement Ideas: Are You Media Worthy?

When doing your story the important question to ask is are you media worthy? Most entrepreneurs have a great back story, however they forget to tell it and thus miss out on the media exposure as they may not believe it is media worthy. Every story you have to tell is media worthy. Remember it is not what you say but how you say it. The steps to make your story media worthy are:

1: Frame Your Story – Like a picture you want to make sure your story is relevant, entertaining, and resonating. For example October is Breast Cancer Awareness Month, I lost a cousin and an uncle to breast cancer(yes men get breast cancer), I am involved in The Relay for Life, I have raised over $8,000 in the last 8 years, and in 2008 was awarded The Hope Award from The American Cancer Society South Palm Beach Unit. This year I implemented a fundraising program called Points For The Cure. Now I have framed the story.

2: Have A Catchy Headline With Keywords – After you frame the story you want to come up with a catchy headline that includes some keywords so when you put it out it will get picked up and looked at online and offline.

3: Write Your Story With Keywords – As you begin your story make sure you have keywords in the first sentence and through out the story so it will be ranked high in search engines as most publications now have digital versions online.

4: Proof the Story and Begin to Post Throughout All Your Platforms- Once you finish your story and you begin to post it you will see the results and you will begin to increase your worth in the eyes of the media. Continue reading Advertisement Ideas: Are You Media Worthy?

Advertisement Ideas: Community Service As A Public Relations Tool

As I watched The NFL games on Sunday October 7, 2o12 and promoted the idea of Points For The Cure, where you pledge 25 cents for every point your team scores and then you visit http://main.acsevents.org/goto/jdogglederman and make your donation, for example The Giants scored 41 points so you would go to the site and donate $10.25, I began to think how community service can be used as a Public Relations Tool. I started to think how beneficial the relationship The NFL has with The American Cancer Society is as they have partnered to promote mammograms through The Crucial Catch Program and how many fans attended a game knowing that a portion of the ticket was going to help their local American Cancer Society. I also began to think about the increased merchandise sales as fans would want the football or lapel pin or other items commemorating Breast Cancer Awareness Month. This becomes a great public relations tool as people have a good feeling about The NFL and are more apt to buy tickets and merchandise. You might be saying but I don’t have the budget of The NFL to do all this. Well you do not need a very large budget to us Community Service as a Public Relations Tool. Continue reading Advertisement Ideas: Community Service As A Public Relations Tool

Advertisement Ideas: Jump Start Your Public Relations

Like your car battery many times you will need a Jump Start for Your Public Relations. Public Relations is often a component of business that goes unnoticed or unpracticed because a business owner may not understand the intrinsic value of a good public relations campaign. A good effective public relations campaign can help not only to increase brand awareness but also drive business and expand revenue.

Public Relations is not something you do in the face of a crisis it is something you do everyday to build your image. It is a practice that when used properly to convey your message will help you increase your market share. The goal of a good public relations campaign is to put you on top of the consumers mind. In my coaching sessions I often ask what is your public relations strategy? Many times I am told I don’t have one. I feel like doing the Family Feud Buzzer and shouting Wrong Answer. Every business be it a single owned and operated entity or a large corporation needs to have a public relations strategy. Without one you might as well shut the doors and cut the losses. I am told many times by people I don’t need public relations my business is fine and I do everything word of mouth. Hello, word of mouth is public relations and every customer interaction can increase or decrease your sales and the perception of your brand. When you sit down to do your public relations strategy you should consider the following:

1: What is my core message?

2: How do I want to convey that core message?

3: What is the mission of the public relations campaign?

4: What is the budget for the public relations campaign?

5: How will I plan, implement, and evaluate the public relations campaign?

With public relations your goal is to reach your target audience and entice them to do business with you and to recommend that others do business with you. To do this you must ask yourself how am I being perceived on the market place, what type of reputation do I have, how am I conducting myself with every interaction? These are important questions to ask as they will answer why your business may be off. This year as I offered my services to many businesses I have heard the economy this the economy that. I replied it is not the economy it is you to which many business owners had a negative response. I stated to ask what public relations strategy are you using? I was told I don’t do public relations I can not afford to, to which I said you can not afford not to. The key to jump starting your public relations is to understand that it is an important component of your business and it can be done easily and daily. Continue reading Advertisement Ideas: Jump Start Your Public Relations

Advertisement Ideas: You Have An Attitude Problem

Everyone is so quick to judge and say hey you have an attitude problem that they are missing out on opportunities to make a positive difference in their personal and professional life. I was exploring the attitudes of those in business that I perceive to be successful and I have found that they are positive, non-judgmental, and are open to receive. I believe that many times an entrepreneur who blames the economy or other factors and doesn’t look for the opportunities as they are being presented and puts up excuses and blockages often finds themself in a heap of trouble. I have seen many entrepreneurs in the last year struggle not for anything else but because of their attitude.One entrpreneur was complaining and bad mouthing his competition and I began to think if that is how he speaks about them how is he speaking about me, as a result I stopped doing business with that person and when I see that person it is a cordial hello and nothing else as his negativity is not something I choose to engage in. I have been told on several occasions by people you have an attitude problem and I say thank you for pointing that out. I have an attitude that in some case may rub someone the wrong way as I am extremely outgoing, I am overly confident, and I speak my mind for some they just don’t how to handle this for others appreciate it and applaud and celebrate it, which has led to my idea of Some Will, Some Won’t, Some Waiting, So What, Next. I have learned that I will not resonate with everyone, however those that I do resonate with will want to do business with me. To those that choose not to for whatever reason I say their loss. Continue reading Advertisement Ideas: You Have An Attitude Problem

Advertisement Ideas: Show Me The Money!!!

Advertisement Ideas: Show Me The Money!!!!

We all remember the scene from Jerry McGuire when Cuba Gooding Jr’s character tells Jerry McGuire(Tom Cruise) Show Me The Money. Well in advertising and marketing this philosophy is the same. The key is for your campaigns to show you the money. The initial ad or marketing project may not reap money right away as it takes 6-8 touches of the consumer before they make the decision to purchase your product or service.

Your advertising and marketing should compliment each other and convey a strong message that creates a desire in the consumer to do business with you. I have encountered many business people who will cut back on their marketing and advertising when it appears things are slow and then wonder why they lose market share or go out of business. The fact is that at some point during your business you will need to effectively advertise and market.

In the past Starbucks marketing department said that they would not advertise as their audience was finding them simply by driving by and word of mouth, well that recently changed as they introduced Starbuck’s Refreshers and are now doing a major TV Campaign to promote that line. As a result they have seen a spike in their daily sales again showing them the money derived from advertising. Starbucks continues to have a strong brand due to their consistent in-house marketing and now their outside marketing and advertising campaigns.

When deciding on doing a promotion you should analyze the cost as you also measure the value. Remember that marketing and advertising is an investment. There are questions to ask like how many people will the promotion reach, what demographic will it reach, how long will the promotion last and how will I benefit by being part of the promotion. Continue reading

Advertisement Ideas: Be An Angel With Your Strategic Marketing

Be an Angel and Visit www.forestofangels.com

Advertisement Ideas: Be An Angel With Your Strategic Marketing

When I think of ways to capture the audience with strategic marketing I often think of special events like www.forestofangels.com, which will transform The Westfield Broward Mall in Plantation, FL into a Forest of Angels from November 17 – December 24. Businesses will sponsor and decorate Christmas Trees and select a charity to represent. Patrons of the mall will vote on The Best Decorated Tree and the top vote getter will receive a $10,000 award for their charity, 2nd place will earn a $2,500 award, and 3rd place will earn a $1,250 award. You may ask How does this fit into my strategic marketing? The answer is that for $1,250 you can be part of a grass-roots project to help many deserving charities while reaching an audience that will be receptive to learning more about your product or service. You will also be able to meet other business people who can benefit from your products and services. The strategy to use is to sponsor the tree and then take pictures of your team decorating the tree and the finished project and then to use it in your promotional materials and in marketing materials to show your potential customers that this is how you give back. Continue reading Advertisement Ideas: Be An Angel With Your Strategic Marketing

Advertisement Ideas: What Do You Mean No?

I can not tell you how many times I have wanted to verbalize the sentiment of what do you mean no? This generally is a feeling when O am representing what I believe to be a great opportunity for a business like an opportunity to be part of www.forestofangels.com and be part of an event that is changing lives by creating an event where the Westfield Broward Mall in Plantation, FL will host Forest of Angels an event where businesses pay $1250 to sponsor and decorate a Christmas Tree and then choose the charity to be associated with the tree. The patrons at the mall then choose the best decorated tree and that tree’s charity is given $10,000 to further its mission and the remaining money is split amongst the other charities. The mall anticipates that 1.1 million people will visit the mall during the event. I was told I don’t have a budget to do this by a very large assisted living facility. I felt like saying you charge $5000 a month for a person to live at your facility and you can not see your way clear to invest $1250 in the community, what do you mean no? Then I realized this is why their occupation is down and their revenue is down and why they are on a downward spiral.It is not that the economy is down it is that they keep saying no to opportunities that are presented. If a new client represents $60,000 a year and you don’t spend at least $6,000 a year to attract that ne client you may remain stagnant because you said no.

I used to hear no a lot about advertising and marketing when I would sell print advertising as many business owners simply did not understand that advertising is an important aspect of their business. They would make all types of excuses and in many cases I would go back to visit only to find their business closed and boarded up with no forwarding information. I would thing again to my original question what do you mean no? I am not saying to say yes to everything but to look at things that make sense like www.forestofangels.com. www.feelthehugs.com, www.relayforlife.org, and other opportunities that may be synergistic to your business. It is when you are open to receive that great things begin to happen.

You can choose where to shop and where to spend your advertising dollars and many times you may say no only to realize that you should have said yes. Imagine your name on the speaker next to the choir, or your name on the table, or a poster above toys for tots or your name on the shopping cart. These are a few out of the box methods that work as everyone stopping by Macy’s or the food area, or dropping off a toy, or shopping would see you. Now take it a step further when people walk through Forest of Angels at The Broward Mall and see your competitor and shop your competitor because you turned down a great opportunity. So think about it and ask yourself what do I mean no?

It is proven when you give you get. People love to do business with those they perceive to be giving back to the community so supporting Forest of Angels makes sense. Visit www.forestofangels.com

Advertisement Ideas: Olympics, Jesus, Penn State, and More Lead to Creative Marketing

Advertisement Ideas: Olympics, Jesus, Penn State and More Lead To Creative Marketing

The Spice Girls Reunited for The Closing Ceremony of The 2012 Olympics held in London. As I watched I began to think how can a business truly capitalize on the closing ceremonies and then it hit me, have a contest where you would give away Olympic related items. You could secure items relating to The 2012 Summer Olympics and also secure items relating to The 2014 Winter Games to be held in Soji, Russia. You would collect name, address, phone number, and email from the entrants and every month send out information about your business with a special Olympic Related Theme. This could be the way to spice up your sales.

Imagine being able to create a spectacle that would draw the attention of millions like The Olympics did? Well you can with a bit of creativity and the right promotion. I remember an event That The Pompano Beach Jaycess hosted many years ago called The Zanny Olympics and it was covered be local radio, TV, and newspaper outlets because of the many double entendre names events and the fact that it was also for charity. The businesses that participated all benefitted greatly by gaining brand recognition which also translated into more sales. The bottom line is getting to be known in the community and to build the reputation so people want to do business with you. Continue reading Advertisement Ideas: Olympics, Jesus, Penn State, and More Lead to Creative Marketing

Advertisement Ideas: Capitalizing on Current Events. I.E.Penn State

Advertisement Ideas: Capitalizing on Current Events

By now everyone knows of the scandal that rocked The Penn State Football Program. This morning the news conference announcing the sanctions was held and it created a buzz around the nation. The NCAA slammed Penn Statefor the Jerry Sandusky sex abuse scandal Monday with an unprecedented series of penalties, including a $60 million fine and the loss of all the school’s victories from 1998-2011, knocking Joe Paterno from his spot as major college football’s winningest coach.Other sanctions include a four-year ban on postseason games that will prevent Penn State from playing for the Big Ten title, the loss of 20 scholarships per year over four years and five years’ probation. The NCAA also said that any current or incoming football players are free to immediately transfer and compete at another school.

You may be asking yourself what does this have to do with me as a business owner? The answer probably not that much unless you have ties to Penn State or sell Penn State Merchandise, however it has a lot to do with you as it gives you chance to take a stand and increase your presence in your community by doing something that promotes helping children’s charities. Imagine if you placed a note in your advertising that stated in the wake of The Penn State Sex Scandal like many business people I have been alerted to the growing problem of child abuse in our country and will be donating 10% of all my sales or bookings to The Missing and Exploited Children’s Fund. Their website is www.missingkids.com.

Continue reading Advertisement Ideas: Capitalizing on Current Events. I.E.Penn State

Advertisement Ideas: Overcoming Branding and Image Obstacles

Advertisement Ideas:Overcoming Branding and Image Obstacles

As I read the article about The Aurora Colorado shootings that took place at a movie theater I kept thinking I would hate to be the marketing director of that theater, then I thought perhaps with the right program I would overcome the branding and Image Obstacles.

The first thing I would do is to issue a statement of condolenscences and then to say we will be helping the victims of this shooting through special promotions at the theater with proceeds from all screenings of all movies being donated to a special fund to offset funeral and hospital costs of the victims.

The next thing I would do is print up a shirt with The Colorado Flag and put a slogan like Aurora and Century Theaters Standing Together in remembrance with the date of the shooting and again collect donations for the victims families.

The third thing I would do is to host a gun Buy Back Program with everyone receiving a free movie pass.

The fourth thing I would do would host a blood drive.

In the face of adversity come opportunity to Overcome Branding and Image Obstacles.

Advertisement Ideas: Branding Ideas and Images Gone Bad

Remember this car it was very popular her in The United States but not so much in Spanish Speaking Countries as NOVA translates into NO GO. The lesson learned here is to know the culture of the countries where you are going to promote your brand and build your image.

The Adult Literacy Coalition was trying to get their message out, however if the audience they are attempting to reach can’t read the bench ad what good does it do for them. The lesson here is when you are spending your marketing dollars on Branding and Image Building use it wisely where it will be most effective.

This ad was placed on the escalator of a local mall.Can you see the problem? Ad placement must be well though out when doing a branding and image building campaign, Had it been reversed it would have made more sense.

I have a question. Would You Shop Here? remember sometimes using an abbreviation creates a branding and Image Obstacles.

When naming your business think about the perception of your business. Would you do business with any of the above businesses.

Advertising Ideas: Branding and Image Building Tips

Many times we may think something is clever and creative however the general public may not think so thus it is important to take into consideration the idea of what are you trying to portray and what is the objective of the branding program. When building your brand and image it is imperative to remember:

1: Be consistent across all platforms of marketing – Develop a logo that will be used on everything related to your business, the tag line should represent who you are and what you do.

2: Position yourself as the best at what you do by being an information source – For example if you are a pizza place explain the difference between certain cheeses that you use.

3: Place your brand in places that are synergistic in reaching your target audience.

4: Build a following that will become unsolicited spokes people for you. For example you create customers that recommend others to you and thus when someone sees your logo they will immediately have a positive feeling about your business. A great example of this is IKEA who does a push when they open and then as a result of delivering good quality products, good customer service, and a shopping experience people line up overnight for their grand openings.

5: Use social media effectively by using key words and creating a buzz about your business. Continue reading Advertisement Ideas: Overcoming Branding and Image Obstacles