Theres a saying in the newspaper business: Advertising is expensivebut editorial is priceless! This simple phrase speaks to the fact that readers trust and value any information they read in an article or column far more than any data they glean from an advertisement. Even when the facts presented in an article and an advertisement are identical, the results are the same. Positive editorial coverage is worth its weight in gold. Yet many exhibitors dont know how to work effectively with the media. I hear it all the time from both sides of the aisle. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications and reporters get irritated, frustrated, and downright disgusted with those exhibitors who seem to go out of their way to make getting a good story possible. Its a no-win situation but it doesnt have to be! Here are ten dos and donts about working with the media at a trade show. Remember, the press is not your enemy! Reporters have a job to do, and nine times out of ten, its in your best interest to help them do it. You both win they get good copy for their story, and you get editorial coverage. Do: Do your homework before the event. Develop several newsworthy angles that showcase your message. Emphasize timely information, such as industry trends, statistics, new technology or products, do-it-yourself tips, techniques or strategies, and useful advice. Human interest stories are great because they allow writers to put a face on what could be a dry nuts and bolts story. Dont: Decide what story the reporter is going to write before they even get to the show. Sure, you might have all these great human interest angles or wonderful quotes, but if the reporter is trying to put together a succinct, just-the-facts-Maam story, thats just extra noise the writer doesnt want or need. Listen to what the reporter is asking for, and provide that. Do: Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Reporters keep source lists -- people who are informative, friendly, and quotable. Thats where they turn first when they need to write a story on a particular topic. You want to be on that source list. Dont: Snub the little guy. Just because someone is writing for the Omaha Chamber of Commerce today doesnt mean they wont be editing the most prestigious trade journal tomorrow. Professionals move in the media with amazing speed and regularity but they take their memories with them. Burn a reporter when theyre nobody, and theyre going to remember when theyre somebody! Do: Have a good press kit. Include interesting and timely information; a one-page company bio sheet - corporate structure, executive staff chart, sales figures; complete product information - specs, distribution methods, pricing; good product photos or links to on-line FTP sites where photos can be found; key contacts. Everything must be accurate and verifiable. Unique packaging is good if youre unknown, otherwise, dont bother. Dont: Pad your press kit with tons of fluff. Short and to the point is much better. Avoid gimmicks, head shots of your CEO, outdated, false, or exaggerated information. Misleading statistics can be the kiss of death give context for all numbers. Standard sized folders or smaller is best, as these easily fit into bags and briefcases. Do: Make every effort to spread the word. Coordinate with show organizers at any media events they host, and make sure that plenty of your press kits are available in the media room. Post all relevant information on line, so information can be accessed after the event. Hold press conferences when appropriate. Dont: Hold a press conference just because. Press conferences are specifically for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends - whats hot and whats not. If you host a poorly organized event when nothing newsworthy is shared, youve just irritated a whole room full of reporters. Not a good idea. Do: Keep your promises. If you schedule an interview, be available and on time. If you arrange to have materials sent to a reporter, make sure theyre actually sent. Promised photos should be as described. Reporters work tight time frames, so when you fail to deliver what theyre expecting, they dont have time to come back looking. Theyll move onto another, more accommodating source. Dont: Assume that the reporter knows everything about your industry, especially if they are from a general interest publication. Provide background data, give real-world examples, and avoid industry specific jargon. Spell out acronyms at least once, and explain the relevance of any awards, certifications, or honors you may be discussing.
BEEP! BEEP! Keep it moving, non stop ever flowing traffic. For the first time in my life I feel blessed to be caught in a traffic jam. But the highway has thousands of lanes and the traffic will never be jammed, until arthritis sets in and your crippled fingers can no longer scour the web finding new ways to drive traffic to your site.A day in the life of the Reverse Funnel could mean ten thousand dollars in your added into your fat pockets. A day in the life of the Reverse Funnel system could mean a sore back from being slumped looking over your computer, a slight head ache and a loss of focus in the eyes that comes after several hours of staring at a computer monitor, all the while with nothing to show for your miseries. A day in the life of the Reverse funnel System is dependant on how well you know how to navigate the internet, how connected your team is and how close you are. A team that completely shares all their secrets so everybody can be successful will make you more successful. A day in the life of the Reverse funnel System is what you may need for your self, for your family, for your freedom right now. The prospects of this system are remarkable. I am making lots and I mean lots of money, 20K in my first month involved in the Reverse Funnel System. Franco, my up-line made over 50K this month, his second month in the Reverse Funnel System. Of course his $1,000 commission off each of my sales helped him out a bit.But thats how it works. You work and you get hard workers to work underneath you. Working for GRN (Global Resorts Network) you and your uplink get a $1,000 commission. So when you become the up line your workers and you get $1,000 commission. Thats a thousand dollars free for you as long as you teach the people under you our valuable marketing skills.So get that traffic moving and experience a day in the life of the Reverse Funnel System.
Public charities and other not-for profit organization can now make use of the latest tools for team collaboration. The most popular, collaboration intranets and extranets, are used by businesses of all sizes to improve communication and collaboration, and are now showing up in the not-for-profit arena. A collaboration extranet is internet based and offers greater security than email. Moreover, it allows users to organize their communications in ways that aren't possible with ordinary email. A good extranet requires no complicated installation and training process. It can be installed in a few minutes and can be taught to inexperienced computer users in less than twenty minutes.National and regional charities make use of secure extranets to communicate accurately, in real time, with their installations away from home offices. They also use extranets for working with members of their boards of directors and with major contributors.According to a high-level executive in a well known Community Service Organization, "Our extranet is very helpful because it allows us to work much more effectively with our Board of Directors. Many of our Board members live far away from our headquarters and cannot spare the time for frequent meetings or even for phone calls. With our extranet, we are able to keep them up-to-date on all of our challenges and opportunities."She continued, "Because the extranet allows for instant feedback, and because every person with a password can see everyone elses comments, our communications are faster and more accurate. The result is better guidance for us in management."Extranet software and intranet software can be "rented" from outside providers, who host the extranet or intranet solution and make it available to the non-profit organization's users via any web browser. This can be a good solution in that it reduces the burden on an organization's technical resources. Storage capabilities are seldom a concern.Many intranet and extranet providers create special rates for charitable organization. The discounts are often significant, sometimes less than 25% of their usual commercial rates.
Who gets the Pyramid Quack award?On our conference call the other day, people wondered how to talk and act so that people would stop asking "Is this a pyramid/one of those things?"One way is to stop, forever, saying and doing the things that evoke this image in the minds of others - i.e. people "who abuse their friends and try to sell them stuff, and get them to sell and take a percent."For years, it's been all about getting people to sell and recruit. That's the reason countless people discouraged (and ridiculed) my customer-oriented students, "There's no money in customers. All the money's in the recruiting."I've taught hundreds of classes to those who prefer to amass customers. It's lucrative in some companies, and many stayed in the business because they learned how to do that, instead of quitting.But some companies pay you to act like you're a pyramid type. We will bestow upon them the "Pyramid Quack" award. Yes, here. To encourage them to change their pyramid quacking ways which make their people look bad.If it quacks like a pyramid..."a pyramid scheme is...[where] the need to subscribe newcomers outweighs whatever benefits the products or system has to offer. Many MLMs sell distributorships more than cosmetics [name your product or service - KK]." -Coercion: Why We Listen to What "they" SaySome people don't know it from the way the business is promoted, but we do two things to make money in the network marketing business:1) get customers (earn a percent on their orders)2) Get sales reps who want to get customers and more sales reps (earn a percent on their orders)So based on what they pay people to do, which companies get the Pyramid Quack award?One gal, Phyllis, a Tahitian Noni rep for years, told the group this:Typical order: $120 for the Noni juice per month.Pay for getting a customer (who doesn't sell it) to buy it: 6%. That's like $5 for getting a $120 order.(!!)With such puny pay, who'd want to go after customers? They don't, and haven't, for years, she said. This pay plan tells it all: We pay you to get recruits - people who sell it. We don't care about customers who just buy it (and who don't sell it).So, we were about to bestow upon the Tahitian Noni International pay plan, the Pyramid Quack award.Then with great pride, she announced to the group: "But Kim, this past year they've worked to change it - because I think they heard you. As of May 1, 2006, they are paying 20% for customer orders. So now we get $24 for each of those orders!"That's what, 3 days ago? After almost 10 years of being in business.(This conference call will be up on the Talking about Your Great Thing podcast site later this week, so you can hear the juicy details for yourself.)Tomorrow's blog: The story on the pay plans of two more companies: Young Living and Life Wave. Do they get the Pyramid Quack award or not?Send in your company plan plan info and see if it gets the Pyramid Quack award. (Use Comments below.) Here's what info to submit:1. What's the typical customer order amount? And what do you get (range) if you find them, front line them, and they do NOT sign on to sell anything?2. Name of company. And YOUR NAME.Then we'll check it out, and award the Pyramid Quack award to your company, or not.After all, if it quacks like a pyramid...
If your are just starting a business venture then the following tips will provide you with a solid foundation for growing your new company and if you have been in business for a while you can use these tips as a supplement to your existing marketing strategies.The results of the following tips may vary based upon your dedication to applying these tips on a daily basis.1. Sign-up to win web site awards. When you win, some award sites publish your web site link, name and description on their site. 2. Join online business associations or clubs. If you join, they will usually list all their members on their web site. It will give your business extra exposure. 3. Utilize a simple form of viral marketing. Write or have someone else write a small report with your ad included on it and allow others to give it away. 4. Improve your business by promoting customer feedback. Tell them you want their honest opinions about your business, good or bad. 5. Design your packaging so it sells your products. Utilize colors and lettering that make your product more attractive to your prospects. 6. Compare your product's guarantee to your main competitors. Find a niche were your can design your guarantee to be more powerful. 7. Try not to assume your audience understands everything in your ad copy. If you have words they may not know the meaning to, define them. 8. Build alliances with other online businesses. You could trade links or ads, create joint venture deals; cross promote your products, etc. 9. Design your web site to be a valuable resource for people. Include original content, links to other interesting web sites, ebooks, software, etc. 10. Compete with the highly branded businesses by practicing goodcustomers service, strong product quality and speedy service. Make a commitment to apply at lease one of these tips each day and you will be amazed by the results.