PR Insights
August 10th, 2008
In this interview with my guest Casey Boggs, President of LT Public Relations, we learn:
- What is PR
- With the decline in the national media, why is PR still important
- Examples of good PR campaigns
- How to know if your PR is working
- Top tips to successful PR
- Should you be controversial to get PR?
- PR trends
Casey has spent more than 12 years in market communications working with a variety of companies in different industries. He has helped develop some of the largest public relations and advertising campaigns in the financial services, consumer and technology industries including PR Week’s 2004 Campaign of the Year. At LT Public Relations, Casey oversees the strategic public relations efforts for national and local banks, credit unions, financial planners/investors, insurance companies and law firms.
Before forming LT Public relations, Casey managed many accounts for two of the worlds largest public relations agencies, Waggener Edstrom and Weber Shandwick.
Don’t forget to visit his interesting public relations blog. he can also be reached by phone at 503-477-9215.
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Creating a Sales Prospecting Plan
July 12th, 2008
If you have any interest in developing a sales prospecting plan then you are going to love this interview. Jeff Schneider from Sandler Training has given us a boat load of practical tips covering goal setting, networking, strategic partnerships, referrals and lots more.
If you would like to contact Jeff you can call him on (971) 227-3266 or contact me and I will give you his e-mail.
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Word of Mouth Marketing - Interview with Andy Sernovitz
June 2nd, 2008
The Oregon Chapter of the American Marketing Association had it’s Annual Conference recently and one of the morning keynote speaker was Andy Sernovitz, author of “Word of Mouth Marketing”. I managed to borrow Andy for a 20 minute interview after his presentation.
Andy has become an expert in pairing what is essentially referral marketing with Web 2.0 technology. With todays internet social networks, news can travel fast. If you have something that captures the interest of connected people, they share the information with each other in a viral manner. Andy’s methodology is that you should:
1) Find the people who will talk about you (not necessarily your customers - influencers also)
2) Give them a reason to talk
3) Give them the tools that help spread the message more quickly
4) Join the conversation and
5) Measure and track what people are saying.
(taken from www.wordofmouthbook.com)
This process is ideal for small business as many of the techniques are inexpensive. The main requirement is creativity and sometimes a willingness to step out on the ledge! Andy also has a consulting company called GasPedal
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Marketing in a Recession?
May 16th, 2008
Do you worry about whether you should spend resources on marketing during a recession? A small business owner recently expressed this concern to me.
Some people see marketing as an expense but when you think about it, marketing is ultimately intended to help grow the business. It is an investment with an expected return. You can’t grow without marketing. That means in a recession if you want to maintain or grow revenues, you still need marketing. It is true that some marketing activities have a long term pay off but I would argue that most of these activities are the domain of larger companies. The marketing investment of small businesses usually have to pay for themselves more quickly.
In this interview with John Jantsch, founder of Duct Tape Marketing and author of the book “Duct Tape Marketing”, John tells us that “The only thing you should do in good times or in bad times is the right thing. It is just that bad times have a way of getting your attention”. Never is this more true of marketing. So, kick back, forget worrying about a recession (if there even is one) and listen to this informative podcast.
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Fix Your Advertising Mistakes (Please)
April 15th, 2008
In this interview, Phil Bernstein from Clear Channel gives us some immensely practical advice for effective advertising. Phil has been in radio for over 13 years and has witnessed many advertising mistakes which he talks about here. Some of them will make you wince.
Phil has a white paper called “Seven Deadly Advertising Mistakes and How to Fix Them“. You can get your own copy by visiting www.fixadmistakes.com
What other topics would you like to see in these podcasts? Any suggestions on other people to interview?
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The Power of Radio Advertising
April 10th, 2008
Radio advertising is something that is often not even considered by many small businesses and yet if done right can be affordable and effective.
I have been fortunate to be able to interview a couple of talented people to shed some light on the topic of radio advertising for small businesses. The first interview is with Lorna Dobberstein from KPAM radio (she was with KPDQ when this was recorded) in Portland Oregon. Lorna gives us some insight as to why radio can be so powerful. She also gives us information about how radio works and some best practices to consider.
If you wish to reach Lorna you can do through by contacting me and I will send you her contact details.
The second interview is with Phil Bernstein of Clear Channel radio whose stations include KEX-AM, K103FM, Z100 and others. Phil has been in the radio business for many years and has compiled a white paper called “7 Deadly Advertising Mistakes and How to Fix them”. Its not specifically about radio advertising but Phil obviously draws heavily from his experience in radio.
I think you will enjoy both these interviews as they are very informative.
Here is the first with Lorna Dobberstein. You may notice that I had a very heavy cold when we recorded this interview!
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The Power of AdWords for Small Business
February 25th, 2008
This is an interview with Tom Hale from Thomas Creek Concepts in Portland Oregon. Tom is an AdWords expert and consultant. He helps companies (small and large) to optimize their AdWords marketing budget. In this interview Tom gives us an overview of Google’s AdWords and explains some of the ways it can be used.
Note that this is not an AdWords “how-to” but more an overview of the concept and a way to approach AdWords which will increase your probability of success.
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Bulls-Eye Marketing
January 12th, 2008
Back in August of 2007, Bill Dolan, Jeff Schneider and myself were asked to do a series of marketing and sales seminars for the Portland Business Alliance. The seminars are intended to be of help to small businesses.
This podcast is a recording of the first in a series of 6 seminars and covers target marketing — picking your bulls-eye target. It introduces the concept of your Ideal Customer Profile (ICP) and that these are the customers you want more of. The seminar talks about how to identify your ICP and how to reach them.
Handouts are available with a summary of the key points and these can be found on the main Market Accelerators website. Many thanks to Spirit Media who made the recording. Bill Dolan introduces the podcast.
Note that this recording is almost an hour long so you may wish to download it to listen in your car! Comments are very welcome. I’ve just noticed that this recording is playing slightly slowly. If you download it (see link under this) it plays fine.
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Two-Step Advertising for Small Business
January 8th, 2008
This podcast includes advertising tips for small business. It is an interview with Liz Walker from Chrysalis Creative Marketing and fellow Duct Tape Marketing coach. Liz has been in advertising for many years. She has worked for some of the largest agencies in the world on accounts like Hewlett Packard, IBM and P&G. She is now focused on small business and talks about what she learned from large company advertising that can be applied to small business.
Liz also teaches at the Schulich Executive Education Centre at York University. She has taught undergraduate marketing and advertising at Mohawk College and George Brown College.
She was the subject of a W Network documentary and was named one of Canada’s Agents of Change by Strategy Magazine. She writes on marketing for Microsoft Small Business +
Liz’s website is http://www.chrysaliscreativemarketing.ca
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