Paying for the Future with PR

Posted by Larry Kenigsberg on Apr 13, 2023 10:30:00 AM

Since starting our business almost two decades ago, we’ve seen companies

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Topics: Public relations, blog, content, marketing, valuation

Social Media Benefits and Challenges of the PESO Model

Posted by Amy Kenigsberg on Apr 4, 2023 11:15:00 AM

 

 

Social media always needs to be in complete synch with inbound and content marketing, PR, and customer communications. This is especially critical when it comes to the PESO model, which drives brand awareness, reputation, and sales by integrating Paid, Earned, Shared, and Owned media, maximizing content.

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Topics: content marketing, content, customer communications, corporate communications, SEO, PESO, Paid media, Earned media, Shared media, owned media

Trade Shows: How Freebies Create Buzz and Attract Crowds

Posted by Consuelo Reinberg on Apr 2, 2023 2:20:00 PM

Don’t underestimate the power of the free offer

Okay. Before you sniff at that premise and protest how downscale that sounds compared to other “more serious” strategies for increasing traffic to your trade show booth, hear me out.

Of course, you should do pre-show outreach to and make appointments with both regular contacts and registered show attendees. Of course, you can bond with clients and future customers by hosting events or speaking on a panel. Create a warm, inviting environment in your booth where visitors can find calm and relaxation amidst trade show chaos - manned by a well-trained staff who can expertly and unobtrusively engage visitors to find out if they’re potential customers. Needless to say, you can use eye-catching and benefit-oriented signage to attract qualified prospects.

But see, there’s just something about the word free that gets people to come in. As you know, when people see their colleagues congregating, they’re bound to wonder what the buzz is all about - and follow suit. So here are some ideas for free stuff - and not necessarily useless knickknacks either - that can create buzz and drive more traffic to your booth:

Free gift just for stopping by - This could give show visitors a solid reason for showing up, absent a new product or new product feature from your company. The right gift can promote your product, engage prospects, and create better recall. It could be a price discount, a free book, or other special gift that will attract someone in your target audience. Forget random items. Attract people to your booth via giveaways that will deliver quality leads.

Free sample - What better selling tool than to give customers a taste of your product or service? Moreover, people love to hang around booths with free samples. Selling a technology or service? Give booth visitors one month’s free use of the tool in exchange for customer information. Selling a consumer product? Sample-size freebies are always a hit. In the hospitality business? A 10-minute neck massage right there and then! You get the picture…

Free workspace - For those with big exhibit spaces only. Trade show guests will always need (very) short-term office spaces to catch up with work or phone calls or to simply take a break. Offer them desk space, some comfy chairs, and plugs and they’ll really appreciate it.

Free WiFi - Visitors will flock to your booth if they know they can get wireless access. Not all trade show venues offer free WiFi; providing prospects with the password in exchange for their contact info is a win-win bargain. Bonus points to exhibitors who can tie up this freebie to their product or service.

Free charging station - An entire day spent at a trade show means that attendees will likely need to charge their phones. Provide walking around-chargers or extra AC outlets in your booth and a place to put the devices on as they recharge - and you’ll be drawing visitors like flies. You’ll also earn their thanks and, who knows, you may even get inquiries about your product or service.

Free food - Who can turn down free coffee, juice, donuts, or cookies? It’s a great way to stave off hunger between booth visits when lunch or dinner is hours away. Moreover, recipients of these free goodies would likely politely listen to a short product pitch in exchange and maybe even ask a question or two. The important thing is, you got them into your booth and gave them a chance to look around and survey your offerings. Don't put the food on the front tables so they can furtively "grab and run." Put the food in the middle of the booth so they are serious about walking in.

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Topics: DIY, trade show, conferences, giveaways

Boost Business Results with the PESO Model

Posted by Amy Kenigsberg on Mar 30, 2023 10:28:00 AM

 

 

Public relations isn’t just media relations anymore

Public relations and advertising used to live in two different realms, with a solid wall separating paid media -- paid placements like advertising -- and earned media -- publicity gained through valuable content contributions, company mentions, or interviews with journalists.

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Topics: journalist, press coverage, content marketing, audience, award, corporate communications, client relations

The Cold that Killed Silicon Valley Bank

Posted by Amy Kenigsberg on Mar 15, 2023 4:21:38 PM

As a 20+ year comms professional, economics student, and someone immersed in the start-up world, here’s my perspective on the Silicon Valley Bank (SVB) crisis.

It could have been only a cold but then it turned into fatal pneumonia because….

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Topics: start-ups, business

The Path to Sales Enablement Content & Personalization

Posted by Amy Kenigsberg on Mar 13, 2023 12:45:00 PM

 Generating leads is only half the battle. The other half is closing those deals.

With so many different vendors ups and solutions, your sales process must stand out. Providing clear, consistent, and concise sales-enablement content can help you close more deals.

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Topics: content marketing, personas, sales, Sales enablement content

Capturing Leads Through Sales Enablement Content

Posted by Shani Eichler Delouya on Feb 13, 2023 9:30:00 AM

Salesperson Brandon started a new job at a cybersecurity start-up called Bait, protecting organizations from ransomware. Two months into the job and he is struggling to close deals.

“I don’t know what to do when they voice concerns,” Brandon explains. “It’s like I have nothing to say.”

Brandon’s boss is confused. “Just answer their questions.”

That isn’t enough..

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Topics: content, sales, Sales enablement content

Why Social Media is Business Critical

Posted by Larry Kenigsberg on Feb 6, 2023 3:28:00 PM

Know What Your Customers Are Thinking

Quick. Name the most powerful marketing tool you have.

The answer comes in various forms - consumer insights, customer data, market research - but all these terminologies amount to one critical word.

KNOWLEDGE.

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Topics: content marketing, social media, customer communications, linkedin, marketing qualified leads, sales qualified leads, twitter, youtube, facebook

Use Social Media to Target and Draw Truly Qualified Leads

Posted by Amy Kenigsberg on Feb 6, 2023 9:42:00 AM

Implement almost any type of marketing campaign, and you’ll find that getting truly qualified leads is like trying to hit targets you can’t see.

Not so with social media campaigns.

By marketing to your followers on LinkedIn, Twitter, Facebook, Instagram, YouTube, TikTok, or anywhere else your customers may be, you’re reaching out to people who already love, support, or are interested in your company, or have had a prior relationship or encounter with you - in other words, a qualified lead.

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Topics: content marketing, social media, brand, customer communications, audience, messaging, personas, client relations, Shared media, linkedin, marketing qualified leads, sales qualified leads, twitter, youtube, facebook, reputation

ChatGPT - The Beautiful Partnership - Sort Of

Posted by Amy Kenigsberg on Feb 1, 2023 1:15:00 PM

Since its release, ChatGPT has taken the internet by a storm. Self described as a: “large language model that was trained by OpenAI, ChatGPT is capable of understanding and generating natural language text, which allows it to perform a variety of tasks such as answering questions, generating written content, and more.”

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Topics: content marketing, content, customer communications, message, ChatGPT

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