Have you ever wondered why editors aren’t falling over each other trying to schedule an interview with your client? Or why information from a 20-minute interview with your client didn’t appear in print? A recent business column in the Macon Telegraph hit the nail on the head.
There is something wrong with this picture …
To a client, a media placement is often just that. Without education about the overall processes of public relations, clients may never understand the leg work behind even the simplest media coverage, which can lead to a devaluation of an agency’s services in a clients mind. The way I see it, this predicament leaves us public relations professionals with two options. We can (a) commit extra time and energy into helping our clients understand the patience necessary and ultimate value associated with nurturing a long-term, strategic relationship with members of the media, or we can (b) completely sell ourselves short by unvalidating the notion of having a strategic PR partner. When you put it that way, it probably sounds absurd to move forward with the latter plan of action. (more…)
Marketing pieces (adveritising, direct mail, brochures, web sites) are supposed to be relationship starters. They grab attention, communicate your sales proposition to buyers, and drive buyers to take action. They motivate buyers to check out your web site or call you for a demonstration. In short, they produce sales leads and make it easier for your sales team to win business. Or do they? I have found that more often they do none of those things. (more…)
I recently came across an interesting measuring tool for social media involvement by David Gammel. He identified four levels of engagement in the blogosphere. According to David, blog participation is ranked from 0 to 3, Unengaged to Fully Engaged. On behalf of the business-to-business word, I would like to propose an intermediate, fifth level, and a very populated one at that. Level .5. (more…)
Schubert Communications eats, sleeps and breathes Sales-Centric Marketing™
It truly is simple. The sales-centric mindset proposes that a company’s marketing and sales teams work in concert to develop strategies and select tactics
that will most impact sales. It views a company’s marketing department as an extension of the sales department. Both are committed to communicating with prospective buyers to move them through the sales cycle toward a closed sale. The only difference is that salespeople do so through one-on-one communications, while marketers use mass communications tactics.
This podcast explains our methodology.