Unleash the Power of The Press

marketing

Marketing – The Ultimate Frontier. 2-Part Workshop offered by Cranberry Country Chamber of Commerce and Cranberry Institute.

Bulb oneMany business owners have a New Year’s Resolution to finally launch a consistent and cost-effective marketing campaign. In recognition of that admirable goal, the Cranberry Country Chamber of Commerce in collaboration with the Cranberry Institute and sponsor Rockland Trust, announce a 2-part workshop “Marketing – The Ultimate Frontier”.

The first session will run January 14 from 9 a.m. to noon and the second will commence on January 28 from 9 a.m. to noon. Both sessions will take place at the Boston Tavern, 58 E Grove St, Middleboro, MA.

Session one features industry expert Tracy Fernandes of Just In Advertising who will focus on branding and how to enhance marketing materials. She will be joined by Steve Dubin of PR Works who will outline Guerilla Marketing and public relations that utilize low cost and hands on approach to moving the marketing needle.

Session two includes Todd Philie of Southcoast Marketing Group who will emphasize the benefits of social media and how it ties into your website through design and functionality. Kevin McNally of Interactive Palette will review the importance of website development and tools that help your reach targeted customers. Topics will include tips and tricks with Google Analytics, key words and design.

Cost for Chamber members is $94 and $125 for non-members. Seating is limited and reservations can be made at www.CranberryCountry.org or by calling Itamar Chalif, 508-280-7510.

The premier sponsor is Rockland Trust. The Cranberry Institute for Better Business is a new initiative by the Cranberry Country Chamber of Commerce dedicated to providing affordable education for business owners and leaders by industry experts. A full slate of events will be announced in the near future.

The Cranberry Country Chamber of Commerce serves represents the towns of Middleboro, Lakeville, Raynham, Bridgewater, Plympton, Halifax, Carver, Wareham, and Rochester. The Chamber is located at 40 North Main Street Suite G, Middleborough, MA 02346. For more information, please visit www.CranberryCountry.org or call 508-947-1499.

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Direct Public Relations – Show Me the Money. Cranberry Country Chamber sponsors workshop, October 21.

Tired of advertising and marketing that creates work, cost and NO results?
stevewsj

The Cranberry Country Chamber of Commerce and Rockland Trust are sponsoring a workshop that outlines, step by step, how to create an on-going public relations (PR)  campaign that generates a steady, predictable stream of new customers. Set for Tuesday, October, 21, 8 a.m. – 9 a.m., the Direct Public Relations – Show Me the Money workshop will be led by Steven V. Dubin, founder of Plymouth, MA-based PR Works and veteran journalists and marketer.

The seminar is free and will be held at Massasoit Community College’s Middleboro campus located at 49 Union Street, Middleboro Center, 02346. Seating is limited and reservations can be made at www.CranberryCountry.org, or by calling the Chamber at (508) 947-1499.

Dubin is a contributing author to “Get Slightly Famous”, a book about becoming a celebrity in your field and attracting more business with less effort and “Tricks of the Trade”, the complete guide to succeeding in the advice business.

The workshop outlines how PR is the most cost effective marketing tool available to small to mid-market businesses. But what are the strategies and tactics to maximize PR? If you are a solopreneur or a mid-sized company, you HAVE to make your budget work extra hard.  How do your harness that power?

This workshop will give participants the keys to unlock FREE media coverage from both regional and trade/niche press; leverage LinkedIn discussion groups to motivate targeted, massive audiences; create Constant Contact E-newsletters that entice prospects to “take the next step”; fully use newly revitalized Facebook advertising platform to flush out new business; blog to boost search engine optimization (SEO) and drive the right traffic to your website; and wake up your website to turn visitors into customers.

PR Works has coined the phrase “Direct Public Relations”.  Previously seen as largely an unquantifiable “image” tool, PR Works has launched a new approach to PR that emphasizes direct response.  What are the techniques in making eliciting a response from PR?  What are examples of this approach? How do you measure results?

PR Works was founded 24 years ago as a traditional public relations firm and has since evolved into a full slate of PR and marketing services to help small to mid-sized companies maintain visibility and expand sales.  The company provides a wide expanse of public relations services, including strategic PR planning, social media strategy involving LinkedIn, Facebook and Twitter, web development, e-newsletters, video and sales collateral development.

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“Meet the Marketing Director” at Hingham Beer Works at the Hingham Shipyard

The South Shore Ad Club is sponsoring another “Meet the Marketing Director” networking event at the Hingham Beer Works, 18 Shipyard Drive Hingham Shipyard on Wednesday, September 25.  The event kicks off at 5:30 p.m. and will include a short presentation from the micro brewery and restaurant outlining their marketing program

 

The entire business community is invited to attend and enjoy hand crafted beer and networking.  Cost is $20 for South Shore Ad Club and participating networking groups, business associations and Chamber of Commerce members. Non-member cost is $25.  Complimentary refreshments and beverages will be available.

 

About The South Shore Ad Club

 

The South Shore Ad Club is a non-profit organization committed to the personal and professional development of communications professionals located south of Boston. It’s the club’s mission to improve, strengthen and advance career goals through learning and networking opportunities; and to serve as a resource for local and Boston-area businesses requiring marketing, advertising, public relations and/or communications services.

 

To RSVP, visit www.SouthShoreAdClub.com.

 

 

 

 

 

 

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Crafting your story into news

Editors and reporters are looking for subjects that entertain, educate and entice their audience. These media gatekeepers are NOT drawn to self-promotion, self-aggrandizement or self-indulgence.

So, how do you “package” news that will be acceptable to the gatekeeper? First, add a human element. How does your story impact upon people. The more the better. An Ice Cream Scooper Bowl that raises money for a good charity and feeds thousands is of more interest to the press than an isolated incident or promotion.

Second, make the reader part of the story. When is the Scooper Bowl and what is the best time to avoid big lines? How can the reader contribute to the good cause even if he can’t make it to the event?

Third, bring the story close to home. What is the hometown of the Scooper Bowl sponsor? What local little league will be helping out as the scooper duper helpers? What business and community leaders will act as “celebrity” scoopers.

Fourth, say something memorable. “This Scooper Bowl will help lick this tragic problem,” you might suggest. Or, “This Sunday your ice cream sundae will help whip this difficult condition.” Offer pithy quotes and the press will come back for more — not only for this story, but future opportunities as well.

Fifth, be unusual. The Scooper Bowl, if faced with rival events, could feature only homemade ice cream and farm fresh toppings. Or perhaps the ice cream is served in miniature trophy cups.

Now you can scream about your proverbial ice cream. Enjoy the works.

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Getting Stuck in the Middle – PR Pointers

From time to time, PR Works offers “Pointers” from other points of view.

The following are some pointers from our trusted colleague, Ken Cheo of Winfree Business Systems, a sales consultant.

GETTING STUCK IN THE MIDDLE

Here is a situation I encounter a lot with clients. I debrief with the client regarding a first meeting with a prospect. They tell me that the meeting went very well. They were able to generate good rapport and there was good discussion on the prospects needs which are a good fit for their products or services. The prospect said something encouraging like “I would like to do business with you” or “It sounds like you have just what we need”.

Then when I ask how did you leave it with them or what is the next step, they say something like, “They will call me next week after they bring it up in a meeting” or “They said they wanted to think about it for a while and will get back to me”.

It is easy for us as salespeople to be optimistic about our chances to make a sale and we need to maintain that positive attitude through the adversity. A seasoned salesperson would know that in a situation like this, you will not always receive that call back. In fact, many times it will be you that makes that follow up call and sometimes you end up having a difficult time getting reconnected or the project gets delayed for various reasons.

To be sure you are being most efficient with your time; you must first be able to recognize a real commitment. Then you must make sure you ask enough questions to gage their commitment so you know how much time to devote to this opportunity and when. Often times they tell me they are afraid to jeopardize their good rapport by appearing “too pushy”.

If a prospect really has a problem for you to solve and want your help, they will welcome a conversation about what needs to happen in order for them to solve it. It is when they have some hidden agenda that may prevent you from doing business with them that would prevent them from giving you a more firm commitment.

Set an agenda at the beginning of the meeting where you both agree on the potential outcomes for the meeting and if either one of you feel that you cannot do business; it is ok to say “no”. This will help create an environment where they are more open with the discussion and able to say so if they don’t see a fit.

If you do not close in the first meeting, understand what needs to happen between that first meeting and the time they will be able to decide and then get a commitment to work with you through that process. If you are not getting a genuine commitment to work towards a decision you should ask them about it.

If you want more advice about how to close more business faster and pay yourself what you’re worth, contact Ken Cheo at 508-735-5399 or email kcheo@winfree.org. Ask about the free sales workshops or for a no-cost consultation.

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PR Pointer – The New PR

Change – count on it!
By Steve Dubin, PR Works

Just last week I was attempting to parrot my “elevator pitch” and was interrupted.

“What do PR firms do now that on one has the time or the interest in reading the Boston Globe?”

This is NOT the first time I’ve heard this challenge. First, I inform my colleague that we now call our former powerhouse newspaper the Boston Glo. Half the circulation, all the pomposity.

Second, I explain that PR is STILL about reaching people and positioning our clients as the “go to” source for their product or service. It’s just that the WHERE has changed.

Instead of starting the day with the Boston Globe and a cup of coffee, it is fire up Boston.com, Facebook, LinkedIn, Twitter and YouTube for starters.

Now the challenge is to be visible is ALL the places that your best prospect might be looking. Google, Vimeo, Craig’s List. Feed the beast. And feed the information beast on a regular basis – or your competition will be MORE visible.

But how?

Content is still KING on the Internet. “How to” articles, intro videos, milestone news releases and blogging of all of these help create a presence, some traction, brand recognition.

The new fractionalized media landscape challenges you to be more creative, more aggressive and more consistent.

Need help identifying opportunities? Packaging them? Getting messages to the right audiences?

Email me, Tweet me, send a LinkedIn message. Or go Old School and pick up the phone.

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Back to School- Webster One Source Launches New Division to Cater to Area Colleges & Universities

Webster One Source, providers of fine commercial printing, promotional specialty premiums, and complete mailing/fulfillment services with locations in West Boylston and Hanson has recently announced a new Education Division to specifically cater to the print, mailing and fulfillment needs of Worcester area colleges and universities.

Webster One Source established the new division due to significant growth in this particular market. The company specializes in creating personalized materials and multiple mailings to college/university prospects. Webster One Source, which is an environmentally conscious FSC Certified printer, currently serves Worcester Polytechnic Institute (WPI) among others.

“We have an expert team that specializes in the unique needs of colleges and universities that require very good looking sales materials and multiple mailings to the potential students. Competition is tough and these schools know that presentation is very important. The mailing piece often provides that first impression to a potential student, so it must be done well and done right,” noted Ernie Foster, president of Webster One Source who is also a Worcester native. He continued, “We have the capability to create a wide variety of educational materials as well as provide warehousing and fulfillment that is budget friendly. Plus, everything is on-demand, which helps our clients to keep their costs down.”

For more information, contact Webster One Source at 508-835-6234.

One Source. Unlimited Possibilities™

Since 1955, Webster One Source has provided fine commercial printing to local, regional and national clients. Led by Ernie Foster, a Worcester native, Webster One Source, was formerly known as Webster Printing and Mailing of Hanson and Webster Fulfillment of Worcester before the two merged in 2008.

Renowned as a “one-stop-shop” and named a “Boston Top 25 Printer” by the Boston Business Journal, Webster One Source’s niche is “space on demand” storage along with complete fulfillment “pick/pack” services. Their complete suite of services includes digital and offset printing; next generation online print solutions and e-procurement; advertising specialties and promotional materials; storage and fulfillment; distribution and warehousing; full-service bindery; integrated marketing support and complete direct mail solutions.

One of the first green printers in the area, Webster One Source is an FSC Certified printer. Additionally, the company has recently invested $3M in new environmentally friendly presses that use fewer chemicals and less energy. Webster One Source is located at 1069 West Washington Street in Hanson and 100 Hartwell Street in West Boylston. For more information, contact the West Boylston office at 508-835-6234 or Hanson office at 781-447-5484 or visit www.websteronesource.com.

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An on-going column makes you the WINNER

Sure you’ve thought of being the proud author of an on-going column. You just know that being positioned as “the expert” would generate new business and galvanize existing ties. In effect, it would make you the “winner”.

Getting a gig such as an on-going column can be a daunting task. How do you go about it?

1. Select a reasonable schedule for the on-going column. It’s more likely to be monthly than weekly.

2. Draft an entertaining cover note to entice media gatekeepers.

3. Draft three punchy sample columns. Focus on practical, objective information that your audience would find useful.

4. Avoid self-promotion or any hint of a sales pitch for your business.

5. Email a cover note and sample columns to the appropriate media gatekeepers. This may include the business editor of your local daily newspaper; the managing editor at a niche/trade publication; an online article site, etc.

6. Follow up via phone with media gatekeepers after five business days. Note – It often takes five calls to the same editor to reach resolution.

7. Win, lose or draw – continue to draft additional relevant columns. Well written pieces on relevant topics will resonate with the media at some time.

Columns are worth the effort.

PR Works has helped numerous clients establish “the expert” position by developing on-going columns and relationships with targeted media outlets.

Let us know if we can help you obtain an on-going column and make you the WINNER.

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