If Marketing is an Expense, Then You're Doing It Wrong

Written by Raynay Valles


What do many companies do when sales are low?

They cut costs, all costs, even marketing costs. They say, "Marketing is an expense. We're cutting expenses. Period."

WHEN YOU THINK OF MARKETING AS AN EXPENSE

In accounting, sure, marketing IS an expense. But here's what happens when marketing is purely viewed as an expense:

Company A thinks of marketing solely as an expense. When busniness gets slow, Company A cuts marketing. They tell fewer prospective customers about their products. Results: They get even less business.

You might ask, "How can you suggest that marketing is something other than an expense? Of course it's an expense - it sure isn't income. I write it off my taxes every year. You bet it's an expense."

If you think of marketing only as an expense,repparttar odds are, your marketing is nowhere near as effective as it could be.

There is another way of thinking about marketing. When you spend money and buy stock, that's an expense AND an investment. When you buy a rental property, that's an expense AND an investment. (Whether they are good or poor investments is another subject.)

What would happen if you thought of your business marketing as an investment? ============================================================ WHEN YOU TREAT MARKETING AS AN INVESTMENT

Pitching Tips To Land Major Media Placements

Written by Annie Jennings PR


Pitching Tips To Land Major TV, Magazine & Newspaper Media Placements

Break Intorepparttar TV Shows of your Dreams! Tips, Strategies, Do’s and Don’ts of Pitching torepparttar 120866 Media

 Always have your press materials fully developed before you even beginrepparttar 120867 pitching process. You’ll need a segment style press release for radio (contact me for more information on writing one), a media kit and video resume for National TV. After you pitch your media contact, they will ask you to send your materials. Any delay will cost you your credibility. Always do what you say you are going to do.

 Develop your media strategy with short and long term goals. You will need to have resources to findrepparttar 120868 names ofrepparttar 120869 producers and bookers and contact information. We use Bacon’s Media Directories 1.800.621.0561. Targetingrepparttar 120870 right contact will greatly increase your chances of getting booked. If your goal is to be on OPRAH withinrepparttar 120871 year, you have a lot of work to do. You’ll want to get booked on lots of media to gain experience, help you define your topic and create expert status for yourself. Pitchrepparttar 120872 smaller radio shows first and then move ontorepparttar 120873 bigger stations inrepparttar 120874 bigger markets. Userepparttar 120875 same strategy with TV and book yourself first onrepparttar 120876 local/regional stations. This strategy will allow you to develop not only as a publicist for yourself but as a media guest as well.

 If newspapers and magazines are on your goal list, start to follow these periodicals. Learn aboutrepparttar 120877 content and style and who writes in your expertise. Become familiar with what they have covered so you are pitching a fresh and “next level” article or story idea.  Expect to make about 50 pitch calls before feeling comfortable withrepparttar 120878 content, style, language and tonality (all factors thatrepparttar 120879 media contact uses to decide to book you as a guest). Canrepparttar 120880 media spot an amateur? You bet! Your pitch call is an audition. If you sound shy, uncertain and stumble over your words,repparttar 120881 producer will think that is what you will do onrepparttar 120882 air and will not book you.

 Identify your ultimate target media and then find smaller media that will support your major targeted media outlets. For example, if you want to be on Bloomberg TV or CNN then pitchrepparttar 120883 local/regional business or talk shows. Develop a three-minute video resume that is edited and features your “best” moments. Lead with high-energy music and action! You wantrepparttar 120884 viewer to feel excited just watching your video! They’ll be thinking “ratings, ratings, ratings”!

 Knowrepparttar 120885 caliber of guests your target media uses. You might need media training, a makeover and/or coaching to increase your desirability and skills.

 In major breaking news situations, TV segments are pegged torepparttar 120886 breaking news. Tailor your pitch accordingly and do not pitch a soft feature. Tie your expertise intorepparttar 120887 breaking news to increase your chances of getting booked.

 Immediate availability will help you get booked. Tell your media contacts that you are “on call” for them and give them all of your contact numbers including pager and/or cell phone (for instant access). Include your instant access information on your website.

 TV and radio producers like controversial debates and experienced guests who can talk in information-packed soundbites. Leave high-energy, action packed voice mails.

 Stack your pitch with your credentials and content. Speak faster while leaving your voice mail yet slow down and speak clearly when you leave your phone number. Always mention where you are located and follow up with an email that includes more on your pitch, BIO and instant access contact information. Do not use attachments but you can link to your website that should be content rich and not overly promotional.

 Have two websites—one forrepparttar 120888 media and one to sell books. The media likes content rich website that showcase your articles, awards, area of expertise and bio. If they see a strong sell for products or books they will not book you as your site is too promotional. Saverepparttar 120889 strong promotion for products or your book for another sited designed especially for this purpose.

 Explain how your book relates torepparttar 120890 segment and haverepparttar 120891 book cover ready to be emailed. Duringrepparttar 120892 pre-interview double-check thatrepparttar 120893 producer hasrepparttar 120894 correct spelling of your name (and pronunciation) and title. Also, ask to have two chyrons (the way you are identified onrepparttar 120895 screen) that alternate while you are speaking—one with your name and book name and another with your name and area of expertise.

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