PR involves submitting news to journalists at selected publications. The goal is to get editorial coverage about such things as new products and technologies, personnel achievements and new hires, company expansions, acquisitions, and mergers, etc.  A feature article about the company is very desirable, as is being quoted in a larger story about industry trends or topics in the news.

The purpose of PR is to generate a feeling of goodwill about the company among prospects, customers, investors, the community, bankers, etc., and create a positive image of the organization.  People are more likely to purchase products that they have read about, and are more likely to do business with a reputable company. PR can aid in sales efforts, as prospects may already know about the company from what they have read, and may be more receptive to sales calls.

An effective public relations program aids in recruitment and retention, as people want to work for a company with a good reputation.  If there is a steady stream of news published about the company, it reminds people that the organization is vibrant, growing and successful. 

When a third party writes about a company’s products or services, there is an implied endorsement, which lends credibility.  Readers know that companies pay for advertising, and they sometimes skim over blocks of ads. But a reference to a company or product in an article by a reporter can portray the company as an industry leader, and the spokesperson may be seen as an expert in the field.  Many times an article about a company or its products, such as a case study, will get a greater response than an advertisement.

With public relations, there is no fee for the space in the publication, so the news can be submitted to multiple publications, thus extending the reach beyond where a company can afford to advertise.  However, there is less control of the content. Editors may choose to print only the first paragraph of the press release, or use just one of the many quotes that were supplied.  A good rapport with the editorial staff and being proactive regarding upcoming topics aids in getting items published. 

Timing is another variable for public relations. If the news is time sensitive, it may appear fairly soon after it is submitted. This is especially true for online outlets. But in the case of monthly publications, the news may not appear for three to six months.  If the item is fluff (not newsworthy), chances are that it will not run it at all.  A public relations professional can help design a program that will produce results.

For assistance in developing a public relations program, contact Charlotte Zang of Accent Promotions at 410-275-2464 or by e-mail at contact@accent-promotions.com.

Accent Promotions provides public relations and marketing services designed to increase awareness and boost sales.  Current and past clients include companies in the marine, manufacturing, printing, publishing, food science, building, interior design, auto care, hospitality, tourism, and entertainment industries, as well as the non-profit sector.  

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In this economy, many companies are scaling back their marketing efforts.  But don’t forget one of the most important components of your marketing mix: your web site.  It is your company’s silent salesperson, always on duty, 24 hours a day, 7 days a week. 
 
The web site is often the first impression that prospective customers get of your company.  Here are some tips to make your web site more effective.
 
1. Make your web site customer-focused.  When people visit, they need to know what’s in it for them. Your mission statement might be very good, but customers want to know why they should buy your product. Put yourself in their shoes.
 
2. Navigation should be easy to use and consistent on all pages.  Broken links and confusing navigation cause frustration, and visitors will quickly jump to another site.
 
3. Use short, simple sentences. People read web sites differently than books or newspapers.  They scan, and prefer small blocks of text and bulleted lists.
 
4. White space is important. Sites that are too cluttered are hard to read.
 
5. Provide a strong call to action. What do you want the visitor to do?  Send an e-mail? Call? Purchase online? Make it easy for them.
 
6. Contact information needs to be on every page. Visitors don’t always land on the Home page.
 
7. Put the most important information at the top. People don’t always scroll down.
 
8. Proofread everything. A site with spelling errors gives a poor impression.
 
9. Include a section for news. Keep the web site fresh with updated content.
 
10. Start a blog. Keep topics relevant and encourage reader participation.  Comment on current events and how they relate to your business.
 
For assistance in making your web site more effective, contact Charlotte Zang of Accent Promotions at 410-275-2464 or by e-mail at contact@accent-promotions.com.
 
Accent Promotions provides public relations and marketing services to businesses and non-profit organizations.

If you will be traveling, you have probably thought about the route you’re going to follow, made a list of things you need to take, and decided on a timeline.  All this for a short trip!

What about your business? Have you made a plan, or developed a roadmap for success?  In this economic climate, it will take thought and planning to help your company thrive. 

In addition to financial planning and sales forecasts, you need a solid marketing communications plan. What message will you send to customers, prospects, and other important audiences? How will you communicate that message?  What news do you have that can help generate inquiries and drive sales?

By developing a solid marketing communications strategy, you’ll be able to plan the work and work the plan.  No more guessing about what you need to promote that month, or missing opportunities to get your name in the news.

Don’t be left behind while your competition works their way to the top. Develop your own roadmap for success.

For help in developing your own custom marketing plan, call Accent Promotions at 410-275-2464, or send an e-mail to contact@accent-promotions.com.  

“There are many budget-conscious things homeowners can do to polish the look of their homes,” said Dale Lowman, who owns and operates the local Budget Blinds franchise serving Chestertown.

Budget Blinds serving Chestertown offers these suggestions to brighten your rooms for spring:

• While paint color can change the mood of a room, window coverings can change the way light reacts with that color.

• Adding a simple drapery panel to an existing window treatment softens harsh angles, adds a bit of drama and makes a room more inviting.

• Professional decorators repeat an accent color three times in a room – once in the lower third of the room, once in the middle third and once in the upper third of the room.  We suggest repeating that accent color with a drapery panel, coordinating throw pillows and a throw rug.

• To save some money when buying a drapery panel, ask your style consultant about stopping the fabric at the floor rather than allowing it to puddle.

• Swap your drapery panels and accessories seasonally.

• You may wish to choose faux wood over real wood. The benefit is faux wood resists warping better than real wood and is an excellent choice for humid rooms like kitchens and baths.

• The thing to keep in mind is to wisely invest in your home décor. Emphasize the items’ value over how inexpensive the item is.

• The cheapest item may not be durable enough to withstand the rigors of your lifestyle, and you’ll spend more to replace it than if you’d purchased the better value item.

 About Budget Blinds Serving Chestertown

Budget Blinds Serving Chestertown began operation in 2005 and is owned and operated by Dale and Karen Lowman. The company proudly serves homeowners and businesses from Chestertown, Ocean City, Kent Island, Cambridge, Salisbury and Denton, offering complimentary in-home estimates and consultations, professional measuring and installation, and a rich selection of quality window treatments including shutters, blinds, draperies, shades, awnings and window film.  For more information on Budget Blinds serving Chestertown, please call 410-810-0657 or visit www.budgetblinds.com/chestertown.

For help with your promotional campaigns, contact Accent Promotions at 410-275-2464 or send an e-mail to contact@accent-promotions.com.

Advertising

For many companies, advertising is a large part of the marketing budget. Traditional print advertising involves analyzing the various publications that potential customers read, then deciding where to place the ad, when it will run, and what it will say. The space is then purchased, and the ad will appear exactly as supplied by the advertiser, on the specified dates. 

Other forms of advertising are broadcast media (radio and television), billboards, and online banners and ads.

If the budget will bear it, each ad may run in more than one publication and could appear many times. This frequency and consistency of message is helpful in creating brand awareness.  A strong call to action and a time-sensitive offer can be used to entice people to buy.

However, the cost of an advertising campaign may be significant, and some companies don’t have the resources to purchase space for numerous placements.

Public Relations

Public relations, (PR), is another way of promoting the company.  Instead of paid placements, PR involves submitting news to journalists at selected publications. The goal is to get editorial coverage about such things as new products and technologies, personnel achievements and new hires, company expansions, acquisitions, and mergers, etc.  A feature article about the company is very desirable, as is being quoted in a larger story about industry trends or topics in the news.

The purpose of PR is to generate a feeling of goodwill about the company among prospects, customers, investors, the community, bankers, etc., and create a positive image of the organization.  People are more likely to purchase products that they have read about, and are more likely to do business with a reputable company. PR can aid in sales efforts, as prospects may already know about the company from what they have read, and be more receptive to sales calls.

An effective public relations program aids in recruitment and retention, as people want to work for a company with a good reputation.  If there is a steady stream of news published about the company, it reminds people that the organization is vibrant, growing and successful. 

When a third party writes about a company’s products or services, there is an implied endorsement, which lends credibility.  Readers know that advertising is paid, and they sometimes skim over blocks of ads. But a reference to a company or product in an article by a reporter can portray the company as an industry leader, and the spokesperson may be seen as an expert in the field.  Many times an article about a company or its products, such as a case study, will get a greater response than an advertisement.

PR is not a paid placement, so the news can be submitted to multiple publications, thus extending the reach beyond where a company can afford to advertise.  However, there is less control of the content. Editors may choose to print only the first paragraph of the press release, or use just one of the many quotes that were supplied.  A good rapport with the editorial staff and being proactive regarding upcoming topics aids in getting items published. 

Timing is another variable for public relations. If the news is time sensitive, it may appear fairly soon after it is submitted.  But in the case of monthly publications, the news may not appear for three to six months.  If the item is fluff (not newsworthy), chances are that it will not run it at all.  A public relations professional can help design a program that will produce results.

Advertising & Public Relations Work Together

An integrated marketing program is a wise choice.  An advertising program may make sense for the company as a way to build the image and establish a brand.  A public relations program is a good complement to the ad campaign, as it assists in communicating the message, reinforces the brand and publicizes the company’s news.

Both advertising and public relations have a place in the overall marketing plan. Knowing the difference and the benefits of each is important to the success of the program.

To get started on your custom marketing plan designed to get results, call Accent Promotions at 410-275-2464, or send an e-mail to contact@accent-promotions.com.

Sunday’s News Journal had a story about a husband and wife team of private investigators. The story was on the front page of the Life section, with another half page inside, plus it was on their web site, which gets thousands of hits.  Here’s the link so you can see it for yourself: 
http://www.delawareonline.com/article/20100314/LIFE/3140317

Do you think that story will generate some good inquiries?  You bet! Much more than if they had paid to run a tiny little ad that said something like “Private Investigators At Your Service.”  The value of that two-page story is much greater than a small ad, and yet they didn’t pay anything for the space.

Most companies can’t afford to buy full page ads. But they could get a feature in their local paper, just like this company did.

How do stories like that get printed, especially if there is NO cost for the space?  Editors and journalists have pages to fill. They plan their features in advance. Public relations professionals can view those editorial calendars, and when there is a topic that fits their client, they contact the appropriate person and pitch the story.  Or, if your company has a unique situation, angle or something new that is interesting, it can be pitched at any time.

Wouldn’t you like to have a feature story about your business in the newspaper, and on the web? You can! Call Accent Promotions at 410-275-2464 to talk about what’s new at your company, and to develop your own custom public relations program.

And if you haven’t developed a marketing plan yet, it isn’t too late!  Now is the perfect time to start.  In the meantime, here are some things you can do today to increase awareness of your products and services:

Communicate:  Reach out to your customers and prospects.  Create a plan that includes e-mail, direct mail, public relations, and even in-person sales calls on a regular basis.

Spring Cleaning: Clean up your in-house database, then send an e-mail to all contacts at least once a month.   

Contact the media: Send a press release with the latest news about your company.  Talk to a journalist about doing a feature story on what’s happening at your location.  

Renew: Update your web site. Fresh content helps the search engines find your site. 

You may have the best products and services in your industry, but people can’t buy what they don’t know about. Decide today to take action.

If you need help developing a marketing plan, call Accent Promotions at 410-275-2464. Then you can spend less time worrying, and more time running your business.

Think of marketing as an investment, not an expense. After all, the goal is to generate revenue and future sales through promotion.  Cash flow is the lifeblood of the business, but you’ve got to do your part to make it happen.

You already have customers, you say? What if those customers cut back, or no longer see a need for your service? How will you get new clients, if people don’t even know that you exist, or what you have to offer?

Even the most successful companies know that if they reduce their marketing efforts, they risk losing business to their competitors.  Adopt that same attitude.  Plan the work, then work the plan.  Keep your name in front of your customers and prospects with a targeted marketing plan tailored specifically to your needs.

For assistance, call Accent Promotions at 410-275-2464, or send an e-mail to contact@accent-promotions.com.   We’ll help you with a marketing plan designed to help your company grow and give you the tools to achieve your goals.

The company found that many companies have decided to keep a large portion of their marketing services in-house, trying to conserve resources. However, they discovered that the employees in charge of these new tasks may not have the time to devote to the increased responsibilities, and they might find the writing portion more challenging. 

Commenting on this trend, Charlotte Zang of Accent Promotions said, “Many companies now recognize the need to communicate with their customers and prospects, and a cost-effective way to do that is through an e-newsletter.  But, they find that they have difficulty deciding on topics, writing the articles and getting the newsletter produced on a regular basis.  Getting the writing done on time is critical to the success of the project. And, the writing has to be good, as it is a reflection of the company.”

Accent Promotions provides writing services that includes newsletters, brochures, product literature, web sites, advertising, press releases, articles, speeches and other business communications.

In addition to writing for her clients, Charlotte Zang was recently named the Baltimore Working Moms Examiner.  Her latest articles can be found by visiting www.examiner.com/x-27143-Baltimore-Working-Moms-Examiner.

For assistance with your communications projects, contact Accent Promotions at         410-275-2464 or send an e-mail to contact@accent-promotions.com.

Accent Promotions provides public relations and marketing services to businesses in the mid-Atlantic area.  Current and past clients include those in the interior design, auto care, hospitality, tourism, marine, food science, building, printing and entertainment industries, as well as the non-profit sector.