Paso Robles Marketing

In an increasingly digital world, and a still unsure economic climate, many businesses are asking themselves if print ads are still pulling their weight. The answer is: that depends on what kind of a print ad.

You Get What You Pay For

It’s the classic quantity-versus-quality, you-get-what-you-pay-for argument when it comes to print advertisement.

For instance, local newspapers often offer to design your ad for free—what a deal, right? Maybe not. Consider the fact that the designers making your newspaper ad know little about your company or its marketing objectives.  With newspaper deadlines and a handful of other ads like yours to throw together, these designers have their own time and aesthetic constraints in mind. The result?  We’ve all seen one. An ad that is so terrible it actually becomes an eyesore on the page. Not the look you are going for. That free ad could just end up costing you due to the negative impact it has on your brand image.

Design Department Tips

Even a good free ad is not that valuable to a company. Why? Because it is not your property. Say the ad is doing great in the Gazette, so now you want to put one in the Herald too. Too bad. You are going to have to start from square one in the Herald’s design department.

Prime Ad Real Estate is Available

This is not to say that print advertisement is a losing battle. A well-played print ad—backed by a solid marketing plan—still packs a punch. In fact, a print ad strategy could be especially effective now, when other companies feeling the financial pressure are pulling their ads out. More and better ad real estate is opening up, meaning better visibility for your ad, less competition, and the likelihood of holding on to long-lasting preferred placement.

Choose a Marketing Agency to Help

But with your ad front and center, it’s also more important than ever to make the greatest impression possible with that ad. This is image-development 101—no shortcuts. Work with an agency that understands ad strategy and design. A good marketing team will take into account messaging, timing and placement and make recommendations according to their years of collective experience and knowledge.

With all of the t’s crossed and i’s dotted, the well-planned ad will recoup its cost through the impact it has on the consumer.

For more tips on advertising, or to get started on a fully conceptualized, locked and loaded ad campaign strategy, call the “A-Team” today!

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While it would be great for almost any business to make it into the Wall Street Journal or some other national media outlet, there is still much to be said for the power of the little local community newspaper, magazine, radio or television news.  Whether your company targets local consumers or not, getting some lime light in the local news is a great way to develop hometown support, acknowledgment and patronage.

Here are 5 Easy Steps to getting your company’s next benchmark a bit of local media attention:

1. Look for News. Hire someone new? Offering a new product? Celebrating an anniversary? Donating to a charity? All of these and more constitute newsworthy material that a local outlet might be inclined to include in the business, calendar, or other relevant section.
2. Write Down the Facts. Press releases are fairly straightforward. Just remember what they taught you in school: The 5 W’s – Who, What, Where, When, Why. Start with answering just these questions about your newsworthy item, writing as clearly and concisely as possible. Then fill in with any other pertinent details and perhaps a quote from yourself or the business owner. You should be able to get the gist of the press release in a quick glance. Use spell check. Double-check name spellings and dates. Be sure to include at the top: a headline; contact information for the public as well as for the media; the location and date; and the company logo.
3. Snap a Photo. If you have an event or promote a manager, take a picture. Be sure to use a digital camera capable of high resolution images, as these will be required from any media outlet unless it is online. When you send out a press release, however, send only low-resolution images so as to avoid being blocked by spam filters.
4. Do Your Research. Know your local media and familiarize yourself with the sections or segments to which your company’s news would pertain. If you are a new restaurant, for instance, read the local food columnist’s page. Most local papers will offer a way for you to access this individual columnist or at least the section editor. Also, keep in mind what is called “lead-time.” If your event is tomorrow and you are sending information to the calendar editor tonight—good luck! Most community magazines work anywhere from one to 3 or 4 months in advance of publication. Research and plan ahead to send your press release to the right person, the right section, and at the right time for the best chances of obtaining coverage.
5. Follow up.  In today’s world of junk mail and touchy spam filters, everyone gets more emails and calls than they read. Just because you sent your news to the right person, doesn’t mean that person ever saw it. In a week or so, email (or if you’re bold, call) to see if the journalist had any questions or requests with regard to the news you sent them on X date. The squeaky wheel gets the grease…but remember to be respectful. Do not nag or follow up relentlessly.

For help drumming up news about your company, call or email AR & Co. PR & Marketing and speak to one of our PR specialists today.

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When it comes to hiring a marketing agency, there are many considerations to weigh. Some agencies specialize in particular industries, such as technology, or in particular media, such as online ads or television ads. But for most businesses looking for a broad spectrum marketing campaign, it really comes down to two choices: big or small.

Obviously a BIG agency carries with it prestige and allure that can woo a young business or a company looking to make a splash with a new campaign. And indeed BIG agencies offer experience, strong track records, impressive clientele, a large staff and, often, versatile skills and more resources than a small agency.

However, all of this comes with a BIG price tag, as well.

And when it comes down to it, none of these items guarantees a successful campaign or even satisfactory service. Often a larger agency will treat new, small accounts according to their size and status; meaning that even if you decide to go BIG, the small size of your account may not merit the attention and resources that the agency gives to its larger accounts.

The dilemma is similar to one I faced my first year on my High School water polo team: I could either move up to the BIG varsity team, and get all of the attendant recognition, but be a little out of my league; OR I could stay in the “small” pool with the Junior Varsity team, where, though I would forfeit some clout and bragging rights, I would also benefit from being a star player and leader, getting more playing time, and honing my skills before facing tougher competition. The latter would develop me as an athlete; the former would build up my ego.

Similarly, a smaller agency can often offer more to building a brand, since it is sure to give new clients the time and attention they deserve. For a small agency, each account is crucial, so your business would never be relegated to lower-level service. A small agency can also react more quickly to urgent needs; cater their services to the client; and provide the personal, attentive service that makes businesses feel they are being taken care of.

In the end, JV may not sound as glitzy, but, to mix metaphors a bit, being the smallest fish in the big pond may not be the brightest move for your brand, either.

To learn more about the benefits of being a big fish in a smaller, personalized marketing agency, check out AR & Co. PR & Marketing.

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Back in the good ol’ days, self-respecting business people would wake up and scan over the newspaper in the mornings to read the latest “status updates” and the opinions of influential leaders.  In the time so wonderfully glorified in the popular show Mad Men, print and television advertisements were the path to success. A jingle and a billboard were the currency of capitalism.

Times have changed.

But old-school ways are yet to be found in the modern business world.

Lurking behind a veil of new-fangled technology called “social media,” there lie the same old, tried-and-true tenets of marketing. And the big-time, long-standing, Fortune 500 companies that have been around since long before television—let alone internet—have recognized that common thread.

Case in point: Procter & Gamble recently announced a switch from 77 years of doing TV ads and soap operas to going full-steam ahead with Facebook, Youtube and Twitter.

Social media solutions to marketing are dynamic and undeniably changing the way people shop, and the wisest brands are taking advantage of the versatile new media possibilities. Where does your business stand? If it’s time to join the old-school of thought on new media, you can find out more about how to turn 140 characters or a 30-second video into free, effective advertising here.  Or, you could wait for the next commercial break…Permission to Reprint: You may reprint any items from “Social Media: Old-School Business in Shiny New Packaging” in your print or electronic newsletter. But please include the following paragraph:
Reprinted from “Paso Robles Marketing,” a blog featuring tips, tricks and tools for generating free publicity written by AR & Co PR & Marketing. Subscribe at http://www.pasoroblesmarketing.com/ and receive Blog updates by email.If you like these tips, please pass them on to your friends, clients and colleagues.Follow us on Facebook!

I have a favorite bottle opener. I’ve had it for years. There’s nothing in particular about the look of it—it simply works well and has not gotten lost yet. When there is another option in the drawer, I always go for my favorite. It sits out on the table at dinner parties and comes on picnics and barbecues with me.

For this reason, and perhaps this reason only, I will never forget the name of the local business whose logo stretches down the side of the opener.

There is marketing power in minutiae. Little gimmicks, promotional items, and other branded personal items and accessories can go a long way in creating brand awareness. Not only can items like tee-shirts, tote bags and mugs have the luck of becoming your target customer’s favorite—these items also communicate brand strength, sophistication, and success to anyone who sees them. Little by little, hats, business cards, uniforms, and other personal marketing items can build a big picture that your customers will remember and trust.

Of course, you can go wrong with promotional items. Since products like pens and envelope openers often stick around a long time and pass from person to person, you want to be sure that the item presents your company in the best light possible. One typo on a hat or sticker will go on to haunt you. And though it may seem simple enough to create a pint glass or a golf shirt with your company name on it, that does not mean you should skimp on the graphic design or handle the ordering yourself.

Think of promo items as small but important brand ambassadors. They should be outfitted in the company’s finest: a well-designed, four-color logo that leaves a lasting impression, as well as additional contact information and website, as appropriate. Other written materials, such as tag lines and company selling points, should be crafted and scrutinized by a reliable copy writer to avoid errors, off-messages, and missed opportunities. Furthermore, a marketing professional should consider options like size and placement of logo, print quality, and paper or material selection, as these will impact the overall effectiveness of the item in the long run.

But don’t take it too seriously. Promotional items, merchandise and company marketing materials are the fun and light-hearted part of marketing. With a solid marketing strategy to back it up, a promotional item like my bottle opener can be the quickest, easiest, least expensive way to get your brand into your customers’ hands. And, when done right, you can bet it will stay in their hands–and minds–for a long time to come.

Get started on dispatching your brand messengers—in the form of business cards, complimentary tasting cards, stationary, envelopes, letterhead, rack card, and more—by searching the easy-to-use library of over 850,000 promotional items at http://www.arandcompany.com/promo_items/, orcontact a marketing maven to learn more about how easy it is to give your branding a boost.

Permission to Reprint: You may reprint any items from “Micro-Marketing and the Shelf Life of Promo Items” in your print or electronic newsletter. But please include the following paragraph:

Reprinted from “Paso Robles Marketing,” a blog featuring tips, tricks and tools for generating free publicity written by AR & Co PR & Marketing. Subscribe at http://www.pasoroblesmarketing.com/ and receive Blog updates by email.

If you like these tips, please pass them on to your friends, clients and colleagues.

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As the name implies, Search Engine Marketing (SEM) is the process of marketing your website to “search engines,” or online website directories (such as Google, Yahoo and Bing); however, as search engines are used by people, and people are the end consumers of your business, people are the true primary targets of Search Engine Marketing.

As such, the highly technical world, ostensibly governed by algorithms, robots and spiders, must inevitably answer to the demands of the humans using it. Search Engine Marketing has therefore evolved from a technical process into an appropriately user-targeted process, each element of which considers the human as much as, if not more than, the robot element of the internet.

Like marketing in the real world, SEM is a broad and multi-faceted process comprised by such factors as search engine optimization (SEO), advertising, and link-back strategies. Each of these factors can play a significant role in an overall campaign, and each must first cater to the human end-user.

Search Engine Optimization
Search Engine Optimization sounds incredibly technical. And, indeed, it is a process that entails playing into the hands of such ambiguous powers as algorithms and spiders. However, SEO is largely an intuitive and human-oriented process. It really just means making websites that are Searcher-Friendly, User-Friendly, and User-Approved:

1. Searcher-Friendly – Strategically abundant in relevant search terms, or “keywords,” that humans would use in search engine queries
2. User-Friendly – Easily navigable by both people and web crawlers
3. User-Approved – Widely acknowledged and validated by other reliable and relevant websites and social media sources, which link back to show support

Search Engine Optimization is best implemented from the very beginning, as it involves everything from the way a site is laid out to the words used. However, any website can be optimized at any time by rewriting copy with more keywords, improving the website’s navigation, or replacing non-crawlable elements. While SEO can take time to generate results in search engine directories, it is crucial to the success of your website in turning up in relevant search engine queries … That is, unless you’ve paid to turn up in those queries …

Advertising
Advertising online, through pay-per-click ads such as Google AdWords, offers businesses two benefits: guaranteed placement in search engine directories, and prompt placement in search engine directories. But, as in the real world, you can’t buy love – that is, you can’t just pay a fee to gain online popularity. As with traditional advertisement, the visibility purchased is not as valuable or effective as user-generated and “word-of-mouth” promotion (which, on the internet, manifest in high-ranking organic search engine results; link-backs on websites, blogs and social media; or high traffic). Furthermore, as with traditional advertisement, you pay to gain instantly the kind of visibility that could be gained the hard way, with time and proper Search Engine Optimization. Advertising can, however, go hand-in-hand with an SEO effort, since the same words determined as keywords for the optimized website would be best used in the ads as well.

Linking Strategies
Linking strategies present a happy medium between SEO and ads, in a way. Both paid-for advertisement and Search Engine Optimization can contribute to a widely-linked site since any method of increasing traffic to your site improves the likelihood of users linking back.

Other methods of generating links to your site consist of paying to be included in online directories and relevant industry directories, as well as free, grass-roots methods of generating links such as a social media marketing effort (broadcasting links on Facebook and Twitter), creating a blog that links back to your website, and reaching out to groups, supporters and non-competitors to link to your site.

Finally, a highly-linked website is the result of a high-quality website: people will want to share a link to your site with friends, customers and associates if they find the content to be useful, entertaining, aesthetically-appealing, and/or interesting. Unique Youtube videos, valuable tips, calendars, constant updates and other items that make people want to visit your site repeatedly are worth their weight in links, so to speak. (For instance, we are linking back to www.seo-news.com and www.searchenginesbook.com because we found their sites to be informative, reliable and relevant resources for this blog post, and recommend them to readers looking to learn more on search engine marketing—thus, we are increasing their sites’ search engine optimization).

So, the moral of the story is that Search Engine Marketing is just like any consumer marketing: it appeals to humans. If your marketing strategies could use a human touch, call (805) 239-4443 to speak to a real, live SEM expert, who is also well-versed in the language of spiders, crawlers and robots.

Permission to Reprint: You may reprint any items from “Search Engine Marketing: Reaching Real Users” in your print or electronic newsletter. But please include the following paragraph:

Reprinted from “Paso Robles Marketing,” a blog featuring tips, tricks and tools for generating free publicity written by AR & Co PR & Marketing. Subscribe at http://www.pasoroblesmarketing.com/ and receive Blog updates by email.

If you like these tips, please pass them on to your friends, clients and colleagues.

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What the new “Like” Button Means for Social Media Marketing

Due to the recent introduction of a web-wide “Like” button, businesses have five more reasons to love Facebook.

Essentially, the social site has offered a button which companies can add to their websites allowing those visitors with Facebook accounts to select “Like.” In doing so, all of the people in that visitor’s Facebook circle will receive notifications of their Friend’s new-found preference. Furthermore, when a Facebook user visits a webpage one of their own “Friends” has “Liked,” they will see that person’s thumb’s up on the screen.

For Example: Let’s say Joe and Jane are “Friends” on Facebook. Your business installs a “Like” button on its homepage, and Joe visits and says he “Likes” the page. Jane will see this in her newsfeed on Facebook, or, if she misses it there, she will see Joe’s Facebook profile picture next to a thumb’s up when she visits the page herself.

Think of these “Likes” s those cute little sticky notes with arrows on them that point out what you should pay attention to amid the abyss of unimportant fine print you can ignore. If your business gets tagged, it becomes more relevant and valuable to the tagger’s Friends than competitors’ sites, or any other un-“Liked” sites for that matter.

What does this mean for your business?

1. Greater Visibility for Your Company
Even if none of Joe’s friends visit your website as a result of his “Like,” they will SEE your name and logo. Repeat this a few times and you have the makings of brand recognition without having done any promotion of your own!

2. Greater Traffic to Your Website.
Another part of the new Facebook developments adds web links to the user’s profile anytime they “Like” a website. So, in the place of text lists of preferences like favorite restaurants or wineries, will be the business’s web link. With your business’s name and link popping up in newsfeeds and profiles, you are bound to see more traffic to your site.

3. Greater Connection with Your Viewers
Before the like button, you could only track the number of visitors to your site and the length of their visit, etc. Your only personal connection occurred if they emailed, left a comment, or signed up for a newsletter. NOW, you can actually identify them. And better yet, you can stay in touch with them. For example, if you’re a restaurant and a Facebook user clicks “Like” on your Weekly Specials page, you can then send them a message when you introduce a new special offer or have a limited time discount.

4. Greater Targeted Marketing
Of course, the natural progression of being more directly connected with your viewers is that you can react and respond to their preferences to your business’s advantage. If 30 people “Like” a page detailing a certain new product, while none “Like” another product, you can begin ordering, promoting and marketing according to the trends.

5. Greater use of Social Influence
Other features of Facebook’s latest plug-ins allow websites to show a newsfeed log of the viewer’s friends’ activity on the site, or recommendations based on the preferences of their friends. Essentially, this means you can easily recruit your website viewers as peer reviewers to sway more Friends to join in the love.
So what do you think, do you “Like” this blog post? Tell us what you think…and then tell your Friends.

Information in this blog post was gathered primarily from The Wall Street Journal’s coverage of the Facebook release: (wsj.com).  More information on the “Like” button and additional features can be found at developers.facebook.com/plugins, or feel free to contact the social media marketing experts at AR & Co to learn more about using the “Like” to your advantage. 

Permission to Reprint: You may reprint any items from “5 More Reasons to Like Facebook for Business” in your print or electronic newsletter. But please include the following paragraph:

Reprinted from “Paso Robles Marketing,” a blog featuring tips, tricks and tools for generating free publicity written by AR & Co PR & Marketing. Subscribe at http://www.pasoroblesmarketing.com/ and receive Blog updates by email.

If you like these tips, please pass them on to your friends, clients and colleagues.

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Understanding the Mystery, Mystique, and Marketing Magic of Twitter
If you’ve ever heard the old phrase, “A little bird told me …” followed by a piece of valuable information, you understand the sense of power and intrigue that all Twitter users experience each day as they find insider information from this quick, up-to-the-minute social media source.

Due in part to its ability to capitalize on our society’s love of secrets, Twitter has become a valuable tool in the public relations and marketing realm. And on that note, here’s another juicy one for you: Using Twitter for business pursuits and as a marketing tool may be the easiest and cheapest marketing secret for your Paso Robles business.

Twitter offers instantaneous access to and dispersal of “secrets”—including personal or proprietary insights, news, rumors, special sales or promotions. With billons of people using Twitter at all hours, everywhere they go, to find out what they didn’t know that they absolutely need to know, Twitter is a real-life Grapevine reaching out to hook your consumers. It is easy to use; an abbreviated form of blogging; and, of course, it can be almost entirely free.

The downside is you have to invest time in becoming a part of that chain of whispers by reading, following, tweeting, retweeting and otherwise engaging with a world-wide web of “little birds.” It is also important to note that Twitter may not be the right social media avenue to reach your business’s target demographic; latest trends show that Twitter skews younger than Facebook with the fastest growing segment of users in the 18-24 bracket (http://www.marketingcharts.com/).

Still, with 20 million visitors to the website in 2009 (up 900% from just 2 million visitors in 2008) it may be worth your while to learn about the benefits that reservoir of consumer “tweeps” holds, and how to harness its powers for the benefit of your Paso Robles business.

The Power of Omniscience:
Like the infamous little bird, Twitter has eyes and ears everywhere. You can use this all-knowing social medium that never sleeps to track tremors in the market, find out what your consumers are saying about you and your product, read what they are saying about your competitors, and more. And, as they say, information is power.

The Power of Omnipresence:
Twitter offers business owners the often wished-for ability to be in many places at once. This highly grass-roots social media resource allows CEOs and high profile personalities to walk out among their people, so to speak. You may not have time to answer the phones or respond to every email or letter from your customers, but with Twitter, you can quickly and easily relate to them on both a customer service level and a personal level. Even if you are not a celebrity, this gives your consumers insider-status to your company—key to fueling their loyalty and enthusiasm about your products and services.

The Power of Free, Instant PR
The beauty of using Twitter for business marketing and promotion is that it’s instantaneous and free. Twitter can help your business stay on top of customer service issues, brand management concerns, and market trends as they develop, so that you can nip problems in the bud, or capitalize on opportunities. For instance, you can share up-to-the-minute news about a sale coming up, recent press your company received, or news articles and reports that indirectly support your product or service—without waiting or paying for posters and other promotional materials.

This information not only has the potential of reaching all of your followers right away, but is searchable in Google searches, can be retweeted to others who have not followed you yet, and otherwise multiplies. Information from tweets is regularly cited in news articles and broadcasts as well, meaning that your little 140-character message really could be heard by the whole world. That’s one powerful little bird.

If you still have questions, it couldn’t hurt to schedule a social media consultation with the A-Team, your Paso Robles marketing power-house. Since AR & Co. specializes in social media as well as traditional media, internet marketing, and website development, you may just hit two little birds with one stone.

Permission to Reprint:You may reprint any items from “Shhh, Don’t Tweet!—Twitter May Be the Secret to Marketing Paso Robles Businesses” in your print or electronic newsletter. But please include the following paragraph:

Reprinted from “Paso Robles Marketing,” a blog featuring tips, tricks and tools for generating free publicity written by AR & Co PR & Marketing. Subscribe at http://www.pasoroblesmarketing.com/ and receive Blog updates by email.

If you like these tips, please pass them on to your friends, clients and colleagues.

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In our last post, The New Facebook of Business, we came to terms with the idea that social media is a key factor for Paso Robles businesses in this decade. But before you get too enthused, take a moment to consider the risks, challenges, dos and don’t of one of the most popular social networking sites, and the first we will face, Facebook.

Facebook can be seen as your online storefront for a global market. So, be ready to take care of it like you would a public physical venue, with all of the attendant branding, business plans, and business culture considerations in place. For instance, how will you build your client or customer base (i.e. get more friends or fans)? How much will you invest in Facebook? How will you implement initiatives to make it more valuable?

Most importantly, just like in a physical store, salesmanship comes into play online too. Not just any tech-monkey can do the job; you must be savvy to the sacred codes of online social commerce. To offer you some face-saving tips for employing Facebook as part of a multifaceted and modern marketing scheme, we look to the wisdom of salesmanship guru, Dale Carnegie, and his famous 1936 book, How to Win Friends and Influence People. His words ring true even in today’s high-tech market. 

Become genuinely interested in other people. It’s part of the “business” of Facebook to nose around on other people’s walls and photo albums. While you do so, send friend requests, ask questions, and leave comments—this builds your presence in a positive way.  

Smile. In developing your Facebook storefront or virtual salesperson image, keep in mind the online environmental cues that will affect the way your virtual customers perceive your business. Put some thought into your profile and profile picture—goofy, casual, or professional? Stay upbeat and encouraging in your status updates and comments. Think carefully about what kind of information you will share and what it will reveal about your brand. And be sure to manage your account for foul comments, images, or associations that reflect poorly on your business. People are free to share their opinions here, but there is no need to let negativity run rampant either.

Remember that a person’s name is to that person the sweetest and most important sound in any language. Initiate opportunities to give others a shout out on Facebook: Encourage, congratulate, wish well, say happy birthday, tag people in photos, and otherwise massage the egos of your Facebook friends.

Be a good listener. Encourage others to talk about themselves. Give a thumbs-up when your friends send messages or post updates. Show that you are listening. This makes them feel good about their affiliation with you and about themselves.

Talk in terms of the other person’s interests. Don’t use Facebook as a soap box. Think about what your friends would like to know about: you might consider posting Youtube videos with how-to information, offering online specials, promoting contests and more. Incentives are always nice, but it doesn’t hurt to offer them in ways that will also fulfill objectives of increasing foot traffic or traffic to your site.

Make the other person feel important – and do it sincerely. Sincerity is key on Facebook. Your friends will sniff out superficiality in a heartbeat. If you want to hard sell, stick to the real storefront; Facebook takes a little more patience and finesse before results will show. Find ways to incite and maintain friendly discussions by asking opinions, responding to comments, and engaging your friends. This friendly banter will put them at ease, gain their trust, and ensure a pleasant experience worth repeating. Whatever you do, keep the fresh content coming and, remember—do NOTuse Facebook as a soap box.

The Bottom Line in Mind—Having given the soap box warning, and keeping above etiquette in mind, you probably are hoping to see some kind of results from your online storefront. It is wise to clarify your objectives first. Keeping your goal in mind and setting and meeting steps toward that goal will help you go about Facebooking with more vision and purpose. Set goals for numbers of friends, or set up ways to measure your Facebook success by telling friends to mention Facebook for a free appetizer or 10% discount. But remember: don’t be all business—that’s no way to make friends or influence people.

Permission to Reprint:You may reprint any items from “How to Make Friends, Influence People, and Save Face on Facebook” in your print or electronic newsletter. But please include the following paragraph:

Reprinted from “Paso Robles Marketing,” a blog featuring tips, tricks and tools for generating free publicity written by AR & Co PR & Marketing. Subscribe at http://www.pasoroblesmarketing.com and receive Blog updates by email.

If you like these tips, please pass them on to your friends, clients and colleagues.

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