How to Revise Your Old School Marketing Tactics

It is easy to keep doing things the way we always have, because…”that is how we were taught” and “it has always worked in the past”.  But I’m sure you are beginning to notice that those old tactics aren’t cutting it anymore. Technology is changing the rules.  For example, there is some great information at your fingertips on this very subject and you didn’t even have to look very hard to find it.  Just click on the link to Katie Burke’s blog entitled “What Your Traditional Marketing Education Didn’t Teach You About Marketing Today”.

This blog does an excellent job of explaining the differences between old school and new school tactics and why they work… in the appropriate era of culture and technology.

One of the key points of this article is that businesses need to leverage their owned assets – blog, websites and Facebook pages.  That way when consumers are ready to look for your services they will find helpful, quality content.  The old School way is to deliver your message to the consumer when you think it is the best time for them.  Today’s marketing lets the consumer decide when they are ready to receive the message.  Something that was not possible “back in the day”.

Katie points out for example that Press Releases of today should be designed to tell a compelling story to the world.  Instead of just targeting journalists, consumers are actually reading press releases… when they are compelling and relevant to them.  In  my opinion journalists don’t play near the role they used to.  Because of the changes in media, we don’t have to subscribe to the newspaper to find out current events or interesting stories.  Consumers search out what they want to know about from whatever source they choose via mobile device or computer.

Timing is another big thing that has changed over the years.  In the past “measurement almost always came either after a campaign ran or just before it went out the door.”  Now we are able to learn from and act on data on a daily, not annual basis.  This makes PR measurement even more critical today.  Through polls and customized call-to-action, you can keep your finger on the pulse of what people are saying about your company, brand or product and make changes accordingly.

So revise those old marketing tactics, engage with your consumers and use PR measurement to make smart up-to-date business decisions!  Do you have any new school tactics that you would like to share?

Applying a 1950’s Ad Campaign to Today’s Media

Is there any benefit to comparing how ad campaigns were done in the past to how they are done now?  Does the past teach us?  I would have to say… yes!

History teaches everything including the future.
-Lamartine

I was very intrigued recently by a blog that took the successful 1950’s Miss Clairol Color Bath campaign and re-imagined it to fit today’s media.  When you look at how a successful ad campaign was implemented then and how that same product would be implemented now, it really highlights the vast changes that have taken place.  Here are just a few differences that Shannon Johnson highlights in her blog “What Would a ‘Mad Men’ Era Ad Campaign Look Like Today?”

Today

  • Media Choices Almost Limitless
  • Competition in Advertising is Ruthless
  • Ability to Target Customer is Best Yet
  • Goal is to Create Digital Experience
  • Focused on Being the Thing People Want to Consume

Yesteryear

  • Media Choices Very Limited
  • Easier to Make a Big Impact with Ad $
  • Used One Size Fits All Approach
  • Focused on Interrupting What People Want to Consume

My favorite quote from the article is this:  “Marketing can no longer rely on advertising that interrupts what people want to consume; it has to be the very thing people want to consume.”

She goes on to give us specifics on how she would create a successful Clairol campaign with today’s technology using social media, interactive YouTube videos and specific calls to action.  I think this activity of taking old ad campaigns and re-imaging them for today’s media could be a very useful tool for us to get our juices flowing.  Let me know what you think.

4 Secrets to a Successful Digital PR Campaign

One of the best ways to learn new and creative ways to be successful in PR, is to take a look at what other organizations are doing that works.  I have a great example of a non-profit organization that took their small budget and created a fun campaign from something that could be considered somewhat boring- cancer research.  I think you will find this article by Talia Sinkinson very inspiring.

City of Hope (a research, treatment and education center) gives us a great example of how to turn research into sharable social media content.  City of Hope took a look at what was popular with their target audience (wm 25-45) on social media and found out that health and nutrition got a lot of attention.  They felt that this tied in beautifully with their “Super Foods” cancer research and therefore developed the “Super Foods for Super Heatlth:  Cooking Against Cancer” campaign.  Because City of Hope realized that sharing recipes is  much more interesting to their target audience than just sharing cancer research, their internet fan base grew four-fold!

Here is how Talia breaks down the “4 Secrets of Success” that City of Hope used in their campaign.

  1. Get Creative With Your Content
  2. Act Like a Selfless Friend
  3. Create Regular Content Flow
  4. Think Visually

Let me know if this inspires you or if you have any similar examples.

Are Press Releases Still Valuable?

Many of you may remember when press releases were one of the primary tools of the PR trade.  They were used on a regular basis and very effective at getting important information about a business to the media.  As time continues to fly well into 2013, you may be wondering “Are press releases still valuable?  Should I still be using them on a consistent basis?”  I ran across a great blog post on Hubspot that deals with that very topic.  Rachel Sprung, in her blog “When Press Releases Do (and Don’t) Help Your Marketing” breaks down the benefits and drawbacks of press releases in today’s PR world.

Rachel highlights that including photos and especially embedded video in the press release greatly increases the views.  In fact she has research from Dan Zarella that points out that engagement increases 55% with video.  That is a significant increase!  People can really experience what you are communicating by seeing and hearing it, in addition to reading about it.  Imagine, press releases with a new, creative and exciting dynamic to them.   These type of press releases could certainly be valuable.

Rachel also points out many drawbacks to press releases as well.  She suggests that they are hard to measure and their messages usually don’t reach your target audience anyway.  So how much value do press releases have?  Take a look at Rachel’s blog, then let me know what you think.  Have video embedded press releases helped you?  Do you think press release information ever reaches your consumers?  Is it possible to measure the impact press releases have?

Is Your Social Media Making Progress?

It has been stated over and over again in the PR world that it is difficult to track social media.  The industry is still working out the kinks on how best to create a process that tells us what executives and clients want to know in regards to ROI.  It would be very helpful if had a definitive answer to the question:  Is our social media making progress?  Well I recently read a blog that suggests a simple, yet not perfect solution to measuring social media ROI.  Mary Shaw suggests creating a spreadsheet that measures:

  1. Monthly Referral  (% increase or decrease)
  2. Monthly Follower (% increase or decrease)
  3. Influencer Status (% increase or decrease)

Take a look at her blog entitled 3 Ways to Measure Social Media ROI and let me know what you think.  Is this a helpful tool?  She suggests that tracking social media this way will help you identify which social channels are driving traffic to your website or blog and it will help you determine what content resonates with your audience.  Both of these indicators will help you determine if your social media is making progress or not.

If you have any other suggestions on how to measure social media ROI, please let me know.

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