Using Marketing PR to Promote Your BusinessWritten by Michelle Payne-Gale
Public Relations is an important marketing tool, and should be considered carefully. It is a way of connecting with your customers, suppliers and distributors. The objectives of Marketing PR are to build awareness, raise your profile and build credibility, and encourage your staff. Here are five Marketing PR methods that you can use to promote your company.News It will be your responsibility to develop a concept for a story about your business, to research it fully and to write a press release (if you are not confident in your writing ability, consider passing this task to a copywriter). There needs to be a good relationship between your company, and editors of your chosen publications. Unless you are trained in Public Relations, it may be wise to seek services of a PR professional at this point. PR professionals are in best position for encouraging media to attend your press conferences and accept your editorials. They understand needs of editors and reporters, and as a result will be able to sell you appropriately to them. Publications There are a number of different types of publication that fall under umbrella of PR, and can be used separately or in conjunction with each other. Brochures advise customers about product, its uses, how it works, its benefits, and any extra features. Newsletters and magazines help build up company’s image, convey news and special offers, as well as marketing company in a variety of ways. Articles in local newspapers help to advertise and draw attention to company and its products. Multimedia methods are most expensive of publications, but have greatest impact. Many companies choose to create videos about themselves and their products, and use them for presentation purposes. Blogs and Internet are cheapest of publications, and have greatest coverage, without needing a large budget.
| | Why You Buy, Part Two Written by Steve Gillman
More of findings of recent studies in behavioral economics: Webers Law A change of stimulus is more emotional and motivational, according to base: Most subjects tested would drive across town to save $10 on a $20 item, for example, but not to save $10 on a $500 item. The lesson for sales people? If you won't lose a sale on a thousand-dollar couch over $10, sell other benefits of couch in your sales pitch. Familiarity Fallacy Economic choices are often made due to familiarity, even when choice is clearly worse ("But I always shop there!"). This bit of research shows need to get a customer used to coming to your business. If they are comfortable, they won't expect or demand best deal. Anchoring In tests, mentioning year 220 A.D., versus 1600 A.D., resulted in earlier guesses when people were asked for birth date of Ghengis Khan. This was true even when comment was in no way related to Khan. This tendency to "anchor" was found in economic realm as well. Mention $300 as value of an item, and subsequent negotiation or discussion will revolve around that.
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