And now, the season begins.

In the office, everyone is hanging around the coffee machine longer and enjoying holiday deserts.  Outside the office, people are caught up in the holiday parties, shopping, food, family gatherings, and enough reruns of holiday programs that they are replaying the Grinch song in their head. They spend a little more time online surfing eBay for gifts and writing emails to associates hoping to put any real work off until January 2.

That’s a major mistake for anyone engaged in or thinking of engaging in a media campaign. The holidays are exactly the time to pop the clutch and put your campaign into overdrive.

The reason is obvious. Although many assume that nothing of any consequence really happens over the holidays, what it really means is that fewer people are competing for those guest interviews on radio and TV and in print. This opens up an opportunity for you to jump in and compete for that media, with fewer of your competitors in that mix. Let’s face it, the media still needs people to interview to generate content.  So, if your competition is not in the game over the holidays, this is the perfect time for you to step in and get the coverage.

Because, even though many companies tend to run silent during the holidays, the media doesn’t. In fact, as we sit there on Christmas morning wondering what store is still open when you’ve run out of aspirin, the media is one industry that doesn’t ever shut down.

During the holidays, turn on the TV.  While CBS might be running reruns of Two and a Half Men, of course, the evening news isn’t running a repeat. And, what about CNN? They still report the day’s news just like any other day.

Same thing holds true for the print media – on Christmas morning and the day after Christmas, your newspaper is still delivered to your front door. And you can bet Yahoo! isn’t recycling content from November.  No, they’re aggregating news from all over the world that was written on Christmas day.

The media works every day of the year – Thanksgiving, Christmas, New Year’s, Halloween, Yom Kippur, Purim, Kwanza and yes, even Arbor Day. They need fresh content every single day of the week. Their crews may change and shift, their lead people take vacations while second stringers fill in for them. But every day, they broadcast, print, publish and distribute the news. Every day. And their need for content, combined with your competitors’ need to relax, can result in excellent press coverage for you.

You can deck the halls and sing the songs and eat the food that will no doubt be the inspiration for at least one or two New Year’s resolutions. In the meantime, though, consider celebrating the holidays by making them productive. Get yourself in front of the media while your competitors are guzzling eggnog. After all, isn’t success the best holiday gift you could give yourself?

The AP article was picked up by Forbes online, which has 10,023,400 VPM (visits/month).

Click here to read article

The AP article was picked up by Kitsap Sun online, which has 116,822 VPM (visits/month).

Click here to read article

The bottom line is that there are very few consumer or business purchases that take place without some online research and a visit to the company Web site. That’s why companies spend all kinds of money for search engine optimization, search engine marketing, social media marketing and other online marketing tactics. When combined with the right message and attention to detail, these methods can deliver the traffic, but they aren’t the only means to bring visitors to your virtual storefront.

Traditional media, like radio and TV, can deliver visitors as well – if it’s done right. The challenge with using radio and TV as a tool for promoting products and services is that the media likes to stay commercially neutral – unless, of course, you’re buying advertising. They aren’t terribly interested in selling your products, promoting your company, or driving traffic to your Web site. That’s why some companies can fail when they try to use their PR efforts in a commercial way. They either don’t get the bookings to begin with, or their interview is cut short by the host because they sound like an infomercial on the air.

But there is a way to thread that needle, if you approach your promotional project not as an exercise in marketing, but as an exercise in serving the media. They are in business to sell advertising time against their free space or free air time – and they use this space and time to entertain their audience so the audience keeps coming back to watch, listen or read. If they’re successful, their ratings go up and their advertising department sells more ads.

So, what can you do to help them do their jobs, and at the same time get people to your company’s Web site? It’s actually quite simple, if you follow the steps:

1. Cast yourself as an expert – When trying to book yourself with the media, don’t go to them as an author or CEO of your company – they don’t care. You want to pitch yourself as an expert in your field, with a series of tips or advice about your field that will be useful to their audience. I like the rule of FIVE, as an example:
   • Tax Consultant – Five Tips For Getting A Bigger Refund
   • Web Retail Store – Five Ways to Save Big Shopping Online
   • Technology Retailer – Five Hot Tech Trends
   • Business Consultant – Five Ways To Expand Your Company
   • Health or Medicine – Five Ways to Be Healthier Today
   • Web Business – Five Things Businesses Can Do Cheaper Online
2. Write a report – Take the angle for your pitch, research it, and write a detailed report about it, really grinding down into specifics so the end result is a meaty, four or five page review of important information that you, as an expert, think people should know.
3. Post it on your Web site – Place a prominent link to it on your navigation bar, or simply use what designers call a “burst,” and place the words FREE REPORT in a circle or framed icon somewhere on your home page where people will notice it. When they click it, they should go directly to your report on another page in your Web site.
4. Mention it on the air – When you are on the air, going through your litany of tips, feel free to mention, “If people want to find out more about this, I have a free report on my Web site that goes into greater detail. They can find it at www… (your company Web site address goes here).” The host doesn’t mind, because you aren’t selling anything. You are offering a free resource for their listeners or viewers. It creates the opportunity for you to mention your Web site a couple of times – and in many cases, the host will repeat it – without sounding like a salesman or an infomercial.

The end result is that you deliver sales leads directly to your website which may be your online point of sale. And, you did it without buying an ad, and without offending the news media. In fact, if you were truly informative, energetic and entertaining, the media will view you as a resource, and may ask you back periodically.

Sales is a mathematical equation that starts with generating as many leads as possible. As long as your Web site is professionally executed with smart marketing in mind, more traffic to it will definitely generate more sales!

For that reason, I thought it might be helpful to share some basics about marketing, PR and advertising, as it relates to your company’s growth.

Let’s start with a very simple, but thorough definition of marketing. The American Marketing Association defines marketing as “… an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

This definition makes it pretty clear that marketing is not an activity by itself, but rather, a collection of strategies and actions aimed at driving business to your door. Marketing tactics may include branding, advertising, public relations, merchandising, direct mail advertising, phone sales, infomercials, multi-level marketing, and more.

It also includes the production of “collateral” – materials such as sell sheets, brochures, media kits, sales kits and any other document that supports the sales department. This marketing collateral differs from advertising as it is used later in the sales process, often as materials used by sales people to close prospects.

Let’s talk about advertising. It’s a marketing activity in which companies pay for space in print publications or on Web sites, commercials on radio or television, or direct mail pieces to advertise their products or services. This is paid space, so you control everything that goes into the message, and the cost of the space is based on reach and repetition.

Public relations differs in many ways from advertising. The Encarta dictionary defines PR as: “the practice or profession of establishing, maintaining, or improving a favorable relationship between an institution or person and the public.” Publicity is one of PR’s tactics and involves pitching a news story about your company to the press (both offline or online), and booking your spokesperson as a guest on radio and TV.

Given that the media is driven by ratings on radio and TV and by subscribers and visitors per month for hard copy publications and online news sites, they know precisely the demographics of their audience and what topics keep them engaged. Consequently, they’re very selective about who they interview as guests or who they choose to spotlight in their publications.

The great value of PR is the implicit endorsement that comes with appearing as an expert guest on radio or TV, or being the focus of a story in a newspaper or magazine. So, while advertising serves the needs of the company who is buying the advertising, PR serves the needs of the consumers who watch TV, listen to talk radio and read hard copy or online publications as their source of entertainment and information.

Of course, these are just very brief definitions – intended to give you a simple overview of the topics. I decided to write about this only because in my day-to-day conversations with clients and people interested in our PR services, I find people often confuse advertising with PR, and marketing with advertising – even when speaking with executives at large corporations. Yet each one of these tactics, when understood more clearly, can be so important to an organization’s survival and growth.

Hopefully this brief explanation can be helpful to you.

Dog the Bounty Hunter.

Bill Nye the Science Guy.

While plumbing, bounty hunting and science might be worthy industries, few would have ever thought they might be the breeding grounds of some of today’s unlikeliest celebrities. But such is the case when we live in a world where the popular media, indeed popular culture, is plugged in and turned on 24/7, 365 days a year.

Being an industry expert is easier than ever these days, but perhaps you feel a little “industry envy” when it comes to your field. Believe me, no field is too big, or too small, to brand yourself as the go-to expert.

Think New Hudson, Michigan is too isolated to be a hot spot for experts and celebrities? Think gardening is too insignificant a subject to own as the go-to expert and publish books and have your own radio show? Jerry Baker disagrees; known as “The Flower Expert,” Jerry has carved out an enviable niche for himself that stretches far beyond the finger lakes.

According to Jerry’s website, “Jerry Baker is the author of more than 50 books, including Jerry Baker’s Flower Garden Problem Solver, Jerry Baker’s Giant Book of Garden Solutions, Jerry Baker’s Green Grass Magic… and Plants Are Like People… His radio show, On the Garden Line, is syndicated nationwide, and his gardening specials have been televised on PBS.”

Now, I think we all agree that’s a resume to be proud of and expertise to be coveted. So how did Jerry Baker, Joe the Plumber, Dog the Bounty Hunter and Bill Nye the Science Guy do it?

Simple; they answered the following eight quick questions to determine whether or not their expertise could support the kind of career that celebrities are made of:

1. Does what I do have value? We all like to think what we do is valuable, not just to us, but to the world at large. Every job has value; we just have to determine exactly what ours is.
2. Do I love what I do? Celebrities, experts, pundits, gurus, call them what you will, the go-to people in ANY field absolutely love what they do. Chances are if you’re reading this article, you do too.
3. Do I love talking to people about what I do? Celebrities are natural talkers, not because they like to hear themselves speak but because they just can’t help but share their enthusiasm for what they do with other people.
4. Do I wish more people could do what I do? Experts in every field naturally believe their field is THE field; they want everyone to share their love of gardening, plumbing, accounting, flying, etc.
5. Do I have an intense desire to reach a bigger audience? We all want to go a little farther, reach a little more and do it a little faster, but experts in their fields really do enjoy dominating a larger playing field each year they’re in the game.
6. Do I know my passion inside and out? One thing that always amazes me about my clients is how well they know their business. Experts aren’t called that because they “kinda, sorta” know what they’re talking about. When you know your field backward and forward, you are ready, willing and most importantly able to Celebritize Yourself.
7. Do I want more credibility through books, CDs, interviews and more? Modern experts recognize that they must become “celebrities” to get the recognition and credibility they deserve; they see this as a natural progression of their industry expertise.
8. Do I want to learn more by teaching more? Lastly, every expert I’ve ever met, written about, helped publicize or interviewed for my radio show has been a natural-born teacher. People with expertise want to share that expertise, and do so willingly; in teaching others about what it is they do (plumbing, bounty hunting, science, flowers), they learn even more – about themselves, their audience and their industry.

So you see, becoming a world-recognized expert in your field – in any field – doesn’t require a Ph.D., a 90210 zip code or a nationally-televised talk show. All you need to dominate your field, any field, is the confidence to Celebritize Yourself and the right answers to all of the above questions.

One candidate hands you a glossy business card.

The second hands you his book.

Quickly: who just won your business?

You’re Already an Expert, Why Shouldn’t People Know That?

Let’s face it, in our business – in any business – success is all about perception. When we meet a book’s author, we immediately perceive that person to be an expert on whatever subject he or she is writing about. That author is far more impressive than the guy or gal who comes along without a book.

For someone to take the time to write about a topic, give it an impressive title and subtitle, organize it, review it, plan it and get it published, says much about a person. It says, “I am focused, clear, passionate and drive.” It says, “I am an expert in my field and, what’s more, I’m eager to share that expertise with all comers.” It reeks of credibility, expertise, influence, maturity, solidity and, above all, success. What’s more, it makes that person special and unique. It’s an impressive credential.

It will do the same for you. A book will also:

• Increase your visibility
• Bring new business
• Announce your presence
• Distill your thoughts
• Give you “portable expertise”
• Provide publicists tons of material

I tell you this because if you are ever to truly celebritize yourself, if you are truly to become an expert in your field and own the niche you’re in, you must begin to think about yourself not just as a celebrity but as an expert-turned-author-turned -celebrity. Books are central to the Celebritize Yourself process.

A book gives you instant cache. It ups your credibility factor. To stay competitive in today’s cutthroat world of would-be experts, a book is no longer a stand out – it’s a must-have. Name almost any expert you can think of – in any field – and you will find them listed on Amazon.com. And not just in the music or DVD sections, but under books. You’ll find thousands! Try it.

Business Card 2.0

You’ll see my point. Today’s book is yesterday’s business card. Or, perhaps, it’s today’s “Business Card 2.0,” an interactive, user-friendly, narrated tour through your expertise. It is an instant introduction to your thoughts, feelings, expertise, know-how, advice, wisdom, and personality, rolled into a neat 200-300 page package within a cover of credibility-boosting blurbs from respected peers and colleagues.

Add your snappy author’s photo, wrap it in a great title (and subtitle), create a slam-bang cover with your name on it and, presto-chango, you are now an author ready to compete on the same playing field as any other celebrity. Now, all you have to do is come up with that great idea for a bestselling book that can magnetize an endless stream of clients or customers.

1. Is your product better suited for a TV commercial or a radio spot? Does it need to be seen to be understood? Consumable products are usually in pill, powder, cream or liquid form—things that don’t need to be demonstrated to be sold. That being the case, consider using radio, a convincing and affordable way to go. Next…
2. Does your product meet the correct direct response formula? Successful DR products have ratios of 4 or 5-to-1, that’s hard cost to retail price. In other words, if you see a product selling for $19.95 the hard cost to the company should be around $4.00. Most consumable products have no problem meeting this ratio. Does yours?
3. Can you make the “ultimate” TV or radio offer? Give away a free sample! Most companies with consumable products, believe it or not, can afford to do that for virtually the price of shipping. Here’s an example: If your product’s hard cost is $3.00 and the actual shipping is about $2.50, you could give away a free sample for a cost of $5.50 or even more, if necessary.
4. So if it looks like you can, the question then becomes, why do it? Why give away free samples like the makers of IcyHot did? Because these are consumable products and when customers use up the free sample, they must order more!So, it’s the revenues generated over the lifetime a customer uses the consumable products that makes these products so ideal for direct response.Free samples can be one of your greatest marketing strategies ever. It was this strategy that made IcyHot so successful.

Another Ratio You Need to Know

1. Success in DR is measured by another ratio: the cost of airtime to sales. Generally you’re looking for 2-to-1, that is, if you spend $1000 in airtime you’re looking for $2000 in sales. Consumable products can make this ratio dynamic because, as I said, you need to take into account all reorders and the “lifetime” purchases of the product your customer will make.Want an example? You spend $1000 on airtime, did $1000 in sales, and think you broke even. But, as each month passes, re-order after re-order raises that ratio. Some companies even prepare to lose 20% or so, on their initial airings knowing that continuity programs, cross-sells and up-sells will easily make this “expensive” advertising well worth that initial investment down the road. Next…
2. I mentioned up-sells and cross-sells? Not every marketer knows what those terms mean (let alone practices them). Fortunately, at EMSI, we do. And we can help you with up-sells (“You bought product A for $19.95…how about a three-month supply for a heavily discounted $49.95?”) and cross-sells (“If you like product A you may also like product B…and you can try both at this discounted price.”).

Direct Mail – Paid For By Your Customer

1. Package inserts often go wasted at most companies, and here’s why: Let’s say you’re sending an order in a package to your TV or radio-generated customer—why not add in a free sample, an insert, a catalog or a bounce-back, while the shipping & handling is paid for by your customer?It’s ridiculous not to do this. And, since studies show customers are never more prone to buying from you than when they get an order in the mail from you, package inserts can indeed lower the cost of your advertising.

Finally…

As the goal of most consumable product companies is to take their product to retail, that’s where direct response radio and TV can play a big role. DR advertising not only gives you brand name recognition but also good, hard facts—you’ll have your actual advertising costs and the resulting sales figures—two things hard-to-convince buyers need to see.

While national media exposure is ideal, there is great power in local media exposure as well. By focusing on your hometown media outlets you will be able to build a solid base of fame and recognition from which to grow on. Creating as much “buzz” as you can locally will compliment your national campaign to no end and it also gives you invaluable media experience when the national media starts to knock on your door.

Fortunately many local journalists and on-air personalities enjoy interviewing local businesses and experts like yourself. This gives you an upper hand in grabbing their attention, and you will also gain their support in spreading the word about your company, products or services!

If you want to create solid “buzz” in your hometown, I recommend the following:

• Talk Radio Interviews and Television Appearances: Generally speaking, every city has radio and television programs that have a format for guests. Do your research on the web to find the main stations that broadcast in your hometown. Then go to their website where you will find information about the shows they broadcast. Look for those with a format for guests and find the contact information for the producer. Then call and pitch yourself as a guest. How many should you aim for? AS MANY AS POSSIBLE!
• Local Newspapers and Magazines: When it comes to the print media, at my firm (EMSI) we find that “Tips” type articles have an extremely high pick up rate with newspapers and magazines. If your topic offers any sort of solution to a problem, then a “Tips” article is what I would suggest. Write an article that gives 5-7 helpful, quality solutions (or “Tips”) to a problem that many people face.

Next, identify the newspapers and magazines in your local market, go to their website and find the right “beat” your topic falls in – for example – religious, business, health, lifestyle, etc – and send your article to the journalist that covers that “beat.” If there isn’t one person in particular that you can identify, “as you’ll find in smaller weekly papers” send your article to the editor – in – charge.

Make sure that the article is professional and print worthy, if so some publications will print it “as is.” And once again, get as many print placements AS POSSIBLE!

Although the above just scratches the surface, the takeaway is : when it comes to promoting your company, start locally and aim to get as much coverage as possible!

Women influence 95% of all purchases and control 80% of all household spending.

She specifically points out their spending habits in these categories:

• Domestic Products

“Buying the ‘small stuff’ has always been in the woman’s domain. Part of her domestic duties as wife and mother has been to keep the family healthy, warm, and well nourished. From the family meal to the family doctor, from shirts for her husband to shoes for her kids, chances are those choices have always been hers.

“What many marketers haven’t caught onto yet, though, is that women’s spending power now extends far beyond shoelaces and shirts.”

• Big-Ticket Items

“In the past, the big-ticket items like cars, insurance policies, and major appliances were historically bought by – and therefore marketed to – men. Things have changed! Nowadays, women need their own cars, their own computers, their own cell phones, and their own investment accounts – among many other new big-ticket items – and so manufacturers are facing a whole new market.”

• The Buying Power of Single Women

“Get this: Single women head 27 percent of households in the United States. Did you register that? More than one out of four U.S. households! Thus, a substantial portion of the market for cars, computers, and cell phones, for instance, is dominated by women serving as sole decision makers.”

• The Buying Power of Married Women

“Looking at married households (55 percent of U.S. HH), the fact of the matter is that the woman of the house spends not her own paycheck but a good deal of her partner’s as well. She still handles all the domestic spending. And when it comes to the big-ticket items, not only is she buying her own products – like the single women above – but she also has a disproportionate say in the shared decisions, such as cars, investment accounts, and family vacations.”

So, what’s the “take-away” from all this information? Again, it’s that – Women influence 95% of all purchases and control 80% of all household spending.