Email marketing has the highest ROI of all — $46 on the dollar. And it works even better when used in conjunction with other tactics.
Your friends at Fletcher Prince can help you set up a year-round email marketing campaign of custom-designed newsletters and announcements.
- Copywriting and design
- CAN-SPAM Act compliant
- Contact list management
- Free services for partners who qualify
You see a LOT of definitions about public relations, and not just a few barbed quotes.
Merriam Webster defines it like this:
The business of inducing the public to have understanding for and goodwill toward a person, firm, or institution
That’s pretty good. I kind of like this quote, too — it’s a little negative, but then it’s not too far off, honestly:
Journalism is printing what someone else does not want printed: everything else is public relations. — George Orwell
Then PR Newswire posed the question on Twitter … and created a presentation of the results. Check it out:
How do YOU define public relations?
David and I were pleased to work on PRofessional Solutions‘ latest marketing project, a new email marketing campaign. The inaugural edition of the monthly newsletter, Smart Solutions, is packed with public relations tips for annual meetings, conferences, and Capitol Hill Days.
Thanks for checking it out and sharing it with your colleagues you think would enjoy it. And please contact us if we can help you with your email marketing plans.
This year, as you make your marketing plans, I hope you are allocating money for advertising. While advertising may be the most expensive component in the marketing mix, it is often highly effective.
There are two upcoming opportunities to expand your knowledge about advertising opportunities in the DC area. One is the local ADDY awards, which will be presented by the DC Ad Club in mid-March. This is the perfect occasion to scout out the agencies that are producing award-winning work. The other is DC Ad Week, which will occur in mid-September. You have the opportunity to hear from nationally known experts in advertising at DC Ad Week, and learn about the latest trends and best practices.
Of course, David and I hope you will work with us this year. As you consider your advertising options, here are some “Do’s and Don’ts” to keep in mind . . .
- Integrate your marketing, public relations, and social media campaigns to complement each other. We can help you plan your integrated campaign.
- Examine where your competitors are advertising, and the frequency.
- Invest in professional graphic design for display advertisements.
- Use cost-effective email marketing. It has the highest ROI on the dollar of all marketing channels, according to the Direct Marketing Association
- Email marketing: $40.56
- Internet, search: $22.24
- Internet, display: $19.72
- Social networking: $12.71
- Mobile: $10.51
- Catalog: $7.30
- General advertising: $5.24
- Use search engine advertising, especially if you have numerous competitors.
- Target workday commuters with drive-time radio spots and Metro bus/rail ads.
- Skimp on advertising! This is the most common mistake we observe.
- Assume Twitter and Facebook updates can replace the results of paid advertising.
- Run small, lower-price ads in many outlets. Larger ads get noticed.
If you run a business, or help manage a nonprofit organization, you may be considering a number of tactics this year, such as starting a Facebook Page, recording YouTube videos, creating a new brochure, or revamping your website. And these are all good plans.
However, one of the basic, initial tasks you have to tackle is defining your marketing objectives, as well as your target audiences.
Here’s a quick list of some typical marketing objectives. Review this list — or expand it — when you are in the planning stages of your next project.
With this tool, we hope to . . .
- Increase sales or donations (quantify, if possible)
- Obtain more repeat business
- Match or stand apart from our competitors
- Promote our expertise and successes
- Launch a new product or service
- Persuade people to make a lifestyle change
- Win acceptance of a viewpoint
- Replace ineffective or overly expensive marketing approaches
- Report developments or innovations
- Manage crises or repair reputations
- Reduce communications risks and information leaks
- Attract and retain quality employees
I have enjoyed getting to know Nicole Wanzer, who is an advertising representative for the Washington Business Journal. If you’re interested in discussing your advertising options, I recommend you contact her. You can meet Nicole in person at the Book of Lists Celebration this Thursday night at the National Building Museum in Washington, DC.
Recently, I asked Nicole about the marketing advice she shares with her diverse group of clients.
Here are some of Nicole’s excellent tips
- Think about who your ideal audience is. Who are you trying to send a message too? Then strategically place the ad to target your audience.
- Think about your objectives and carefully determine how you will measure your ROI before you launch a campaign.
- Don’t put all your eggs in one basket. It’s important to have a good marketing mix.
- Don’t be complacent. Technology and social media are forever changing and forcing us all to rethink our marketing and advertising strategies. Be open to change and stay current.
- 4 Media Relations Tips from Jennifer Nycz-Conner (video) (fletcher-prince.com)