Bill Gates and Jerry Seinfeld star in a quirky new ad for Microsoft. I won't go into detail about the ad only to say that many in the technology blogosphere are calling it a dud.
I don't agree. I find it funny, maybe because I'm a big Seinfeld fan. So big, in fact, that our family regularly cracks Seinfeld references throughout the week. After such a display we often say "aren't we pathetic...still talking about a sitcom that left prime-time over eight years ago."
Seinfeld attracts. Gates attracts. And from a marketing perspective - "even bad PR is good PR." The ad, whether or not you like it, is getting people talking. Hey, I'm even talking about it.
I've mentioned PR before in previous posts. Generate some for your company. Throw something out there and see what sticks. No news to report? Why not send a release for one of your customers about how they utilize your product or service? Announce something new. Write about a trade show you've attended? Have you updated your website? Do you have new employees? Celebrating an anniversary? Given any speeches?
Be creative. And I think that's what the Microsoft ad is trying to accomplish. Be a little different, get people talking, and sooner or later, sell more product.
Showing posts with label public relations. Show all posts
Showing posts with label public relations. Show all posts
Monday, September 8, 2008
Tuesday, July 15, 2008
Get Testimonials from Your Customers
When you are looking for a new restaurant to try what do you do? Many will ask family and friends for a recommendation. Do you look in the Yellow Pages when trying to find a physician for that medical procedure you need next month? Of course not, you ask someone who may have had or know of someone who has already had the procedure done. When traveling, don't you ask someone for a referral for a hotel that has "the cleanest rooms?" I know you did.
With your business it's imperative your sales brochures and website contain glowing testimonials from your satisfied customers and clients. These comments approve your product or service and give you a "third party" endorsement. It's like hiring the Brad Pitt or Angelina Jolie as spokesperson for your specific industry.
How do you get the testimonial? Ask for it. If they say no, ask why. You'll get either one of two responses. The first being is that they're embarrassed or "not good at writing." If this is the case, ask them if you can write the recommendation for them. Nine times out of ten they'll enthusiastically agree. The other response is that they are not happy with your work. When this happens it's your chance to make good and learn from the transaction so that the problem won't happen again. Can you say "cheap market research?"
I recall a restaurateur who regularly invited the media to dine at his establishment to review the food. Many times the critiques were glowing. There were a few times, unfortunately, when the menu was not up to par. What did he did next was brilliant. He invited those who didn't write good reviews to dine on the same meal they disdained. But this time he corrected the exact shortcomings brought to light. If the veal was too salty, he used less salt. If the crab cakes were too greasy, you can be assured that they were fried less and set to drain before being plated. The result was tens of thousands of dollars in free publicity and a string of glowing reviews and testimonials that lasted for months.
So work on getting your customers talking positively about your company. If they aren't doing it already, it's time to put words in their mouths.
With your business it's imperative your sales brochures and website contain glowing testimonials from your satisfied customers and clients. These comments approve your product or service and give you a "third party" endorsement. It's like hiring the Brad Pitt or Angelina Jolie as spokesperson for your specific industry.
How do you get the testimonial? Ask for it. If they say no, ask why. You'll get either one of two responses. The first being is that they're embarrassed or "not good at writing." If this is the case, ask them if you can write the recommendation for them. Nine times out of ten they'll enthusiastically agree. The other response is that they are not happy with your work. When this happens it's your chance to make good and learn from the transaction so that the problem won't happen again. Can you say "cheap market research?"
I recall a restaurateur who regularly invited the media to dine at his establishment to review the food. Many times the critiques were glowing. There were a few times, unfortunately, when the menu was not up to par. What did he did next was brilliant. He invited those who didn't write good reviews to dine on the same meal they disdained. But this time he corrected the exact shortcomings brought to light. If the veal was too salty, he used less salt. If the crab cakes were too greasy, you can be assured that they were fried less and set to drain before being plated. The result was tens of thousands of dollars in free publicity and a string of glowing reviews and testimonials that lasted for months.
So work on getting your customers talking positively about your company. If they aren't doing it already, it's time to put words in their mouths.
Wednesday, July 2, 2008
"They Said" Publicity
I have a relative who is engaging, spirited, and always “in the know” about every topic imaginable. She can rattle off the best travel destinations this month, how many International Units of Vitamin D you need to take daily, and even the make and model of the Japanese automobile with the best gas mileage.
When asked about her uncanny knowledge her response is always “That’s what they said.”
But who are “they?” For my relative it’s the newspaper, People Magazine, Entertainment Tonight, Better Homes and Gardens, the six o’clock news, and even the Regis and Kelly television show. She loves these magazines, reads newspapers from cover to cover, listens intently to the handsome newscaster at 6pm, and idolizes Regis Philbin (“he’s so cute for an older man”).
What she doesn’t know is that many of these media outlets are assisted by people like us – press agents, publicity counselors, marketing professionals, and advertising agencies. Many times we are submitting stories, sending press releases, generating story ideas, and “working the room” to get our client’s message to the masses.
Look in your local newspaper right now and if you see a byline that reads “From Staff Reports” I can almost guarantee the information came from an “outside” source (a.k.a. me).
The bottom-line is to start generating publicity and news for your business. Did you attend a seminar? That’s news. Did your company celebrate an anniversary? That’s news. Buy a new machine? News. Develop an innovative way to do something faster or cheaper? News. You get the picture.
Major Point: If your business is specialized you must develop targeted lists to receive your information - you don’t want to send a press release on how your thermoplastic pressure regulator has a redesigned rolling diaphragm seal to the editor of Soap Opera Digest – far-fetched, but I think you understand.
“They” say publicity is a powerful, income-producing tool for business, why not start making some money with it.
When asked about her uncanny knowledge her response is always “That’s what they said.”
But who are “they?” For my relative it’s the newspaper, People Magazine, Entertainment Tonight, Better Homes and Gardens, the six o’clock news, and even the Regis and Kelly television show. She loves these magazines, reads newspapers from cover to cover, listens intently to the handsome newscaster at 6pm, and idolizes Regis Philbin (“he’s so cute for an older man”).
What she doesn’t know is that many of these media outlets are assisted by people like us – press agents, publicity counselors, marketing professionals, and advertising agencies. Many times we are submitting stories, sending press releases, generating story ideas, and “working the room” to get our client’s message to the masses.
Look in your local newspaper right now and if you see a byline that reads “From Staff Reports” I can almost guarantee the information came from an “outside” source (a.k.a. me).
The bottom-line is to start generating publicity and news for your business. Did you attend a seminar? That’s news. Did your company celebrate an anniversary? That’s news. Buy a new machine? News. Develop an innovative way to do something faster or cheaper? News. You get the picture.
Major Point: If your business is specialized you must develop targeted lists to receive your information - you don’t want to send a press release on how your thermoplastic pressure regulator has a redesigned rolling diaphragm seal to the editor of Soap Opera Digest – far-fetched, but I think you understand.
“They” say publicity is a powerful, income-producing tool for business, why not start making some money with it.
Wednesday, August 22, 2007
Sports Marketing and P.R.: When Less May Be More
As you may have read in the previous post by Scott on this here blog we call "BizPizzazz," you would have heard about the amazing stir that David Beckham has kicked up since arriving on Ellis Island (or flying into LAX, whatever the case may have been). Indeed, his flair for football and celebrity status has caught the attention of millions of fans the world over. Good P.R.!
Meanwhile, on the other side of the public relations spectrum, you may have seen just a few instances of news featuring athletes misbehaving. For example:
Mike Vick: his future is now dogged by, well, you can probably surmise by now...
Latrell Sprewell: this NBA star has had numerous run-ins in the past, including his choking-the-coach adventure, but now a federal marshal has seized his $1.5 million yacht after he defaulted on his mortgage.
Adam "Pacman" Jones: he had a bit too much fun in Las Vegas, among other incidents.
Barry Bonds, Jason Giambi, et al: juiced or legit?
Rick Tocchet: I bet you probably know what he did by now.
And so on and so forth. And let's not even get started on referees.
Bad P.R.!
So what are sports P.R. pros and marketing moguls to do with all of this negative news? P.R. folks can only apologize and downplay these messy events so often and marketers certainly can't sell and promote these unseemly players. Trying to hold these hot potatoes (read: out of control athletes) makes for a tough job.
Of course, sports marketers can always promote the athletes who are genuinely good players and good guys (Cal Ripken and Michael Jordan come to mind), and that of course is easy to do. And public relations reps can prep athletes when they're young and just entering stardom, and certainly they do indeed do that in various ways to try and prevent future problems from arising.
But when bad news does arise, the best thing anybody can do might just be to do nothing. Because as long as there are fans that are willing to shell out big bucks to watch sports, players will either be able to get away with less than morally-ideal behavior, or the ones that break the law will be swept under the rug and life goes on.
When all else fails, no P.R. might just be the best P.R.
Meanwhile, on the other side of the public relations spectrum, you may have seen just a few instances of news featuring athletes misbehaving. For example:
Mike Vick: his future is now dogged by, well, you can probably surmise by now...
Latrell Sprewell: this NBA star has had numerous run-ins in the past, including his choking-the-coach adventure, but now a federal marshal has seized his $1.5 million yacht after he defaulted on his mortgage.
Adam "Pacman" Jones: he had a bit too much fun in Las Vegas, among other incidents.
Barry Bonds, Jason Giambi, et al: juiced or legit?
Rick Tocchet: I bet you probably know what he did by now.
And so on and so forth. And let's not even get started on referees.
Bad P.R.!
So what are sports P.R. pros and marketing moguls to do with all of this negative news? P.R. folks can only apologize and downplay these messy events so often and marketers certainly can't sell and promote these unseemly players. Trying to hold these hot potatoes (read: out of control athletes) makes for a tough job.
Of course, sports marketers can always promote the athletes who are genuinely good players and good guys (Cal Ripken and Michael Jordan come to mind), and that of course is easy to do. And public relations reps can prep athletes when they're young and just entering stardom, and certainly they do indeed do that in various ways to try and prevent future problems from arising.
But when bad news does arise, the best thing anybody can do might just be to do nothing. Because as long as there are fans that are willing to shell out big bucks to watch sports, players will either be able to get away with less than morally-ideal behavior, or the ones that break the law will be swept under the rug and life goes on.
When all else fails, no P.R. might just be the best P.R.
Tuesday, July 3, 2007
Image is Everything: A Riff on Value and Your Company
Two seemingly unrelated news articles crossed my radar screen this morning. The first, from Businessweek, discusses how a company's public perception can affect the value of a company's stock, while the second, from Forbes, talks about how a restaurant critic's reputation might be destroyed if the public sees his face.
The lesson from the Businessweek article is that the more positive a company's perception is among private investors the stronger their stock price becomes. An example is that Johnson & Johnson trades at a higher price/earnings ratio than Pfizer, in large part because the former has a better reputation than the latter. Reputation is certainly not as tangible as revenue, profits, cash, and the like, but without a doubt, customers will ultimately gravitate towards a company they like better, all things being equal.
And what we get from the Forbes article is that the Philadelphia Inquirer's restaurant critic--who has a long-lasting reputation of giving honest, objective advice, but without anybody knowing who he is (which would taint the service and food he receives while dining out)--is in jeopardy of having his identity revealed due to a pending lawsuit. Video testimony has been recorded and if released to the public, it is argued that restauranteurs will know who he is and treat him differently to get a better review. The lesson here being that Craig LeBan, the critic in question, has a higher value of NOT being known than if he were a local celebrity, so he highly covets his privacy in order to continue to do his job well.
Essentially these are two opposite takes on the same issue: Identity absolutely affects your reputation, and, ultimately, how people value your products or services. Keep this nugget in mind with everything your company does, including:
The lesson from the Businessweek article is that the more positive a company's perception is among private investors the stronger their stock price becomes. An example is that Johnson & Johnson trades at a higher price/earnings ratio than Pfizer, in large part because the former has a better reputation than the latter. Reputation is certainly not as tangible as revenue, profits, cash, and the like, but without a doubt, customers will ultimately gravitate towards a company they like better, all things being equal.
And what we get from the Forbes article is that the Philadelphia Inquirer's restaurant critic--who has a long-lasting reputation of giving honest, objective advice, but without anybody knowing who he is (which would taint the service and food he receives while dining out)--is in jeopardy of having his identity revealed due to a pending lawsuit. Video testimony has been recorded and if released to the public, it is argued that restauranteurs will know who he is and treat him differently to get a better review. The lesson here being that Craig LeBan, the critic in question, has a higher value of NOT being known than if he were a local celebrity, so he highly covets his privacy in order to continue to do his job well.
Essentially these are two opposite takes on the same issue: Identity absolutely affects your reputation, and, ultimately, how people value your products or services. Keep this nugget in mind with everything your company does, including:
- Advertising-- do you present yourself as a company looking to make the world a little bit better or as a company trying to get "shock attention" ads looking for a quick buck?
- Customer service-- do the people at your company answer the phone in a friendly manner, or is it more of an inconvenience when somebody calls?
- Community recognition-- does your company actively help the local community or do you lurk in the shadows, not caring about how your business affects your neighbors?
- Public relations-- do you actively try to prevent problems and maximize your company's reputation, or do you try to "spin" a negative aspect/event into a positive one after the harm's done?
Face the facts folks-- your company's "face" affects the bottom line...
Subscribe to:
Posts (Atom)
