Blog Archives
Your Marketing Strategy for 2012: How Much? How Often?
Every marketing scenario is different but it can be helpful to have some “frequency” rules of thumb that you can consider and adjust for your needs.
- Blog Posts: Once per week, or more frequently. No less than 12 per year (once per month).
- YouTube Videos: One per month, or more frequently. No less than 6 per year (every other month).
- Facebook Page Updates: Monitor daily and update once or twice a day, max. Try every other day. Schedule updates during evening hours and on weekends and holidays.
- Twitter Updates: Monitor daily and update one to five times a day (space tweets an hour apart). Suspend unrelated tweets during emergencies and disasters, breaking news events.
- Email Communications: One newsletter and one announcement/postcard per month, or no fewer than 6 email communications per year (every other month).
- Radio Advertising: Read this blog post on frequency and effectiveness and consult your ad rep.
- Newspaper Advertising: Run at least 6-8 display ad insertions, at minimum, over a 2 month period, and measure results. Consider weekly ads, and consult your ad rep.
- Postcard Mailings: Tie to events, which you may have every 4-6 weeks, for example.
Your Marketing Strategy for 2012 — Avoid 10 Common Pitfalls in the New Year
When prospective clients ask me how to achieve visibility for their new or existing business, I generally make similar recommendations. My advice would also apply to managers with nonprofit organizations, associations, and government agencies, as well.
Although my advice is sound and practical, I struggle with convincing some people of the value of my recommendations.
When planning and executing marketing strategies, the biggest and most preventable mistakes I observe are
(1) Skimping on needed marketing and public relations activities, even when the resources are available and the services are affordable. I have never seen a client who spent too much money or too much time on marketing.
(2) Failing to create or stick to even the most basic marketing and public relations plan. Being disorganized in their business practices.
(3) Postponing sales-generating marketing tactics when their business is doing well.
(4) Neglecting to update their websites, social media platforms, and public relations and marketing materials — sometimes for several years.
(5) Procrastinating until the last minute to launch promotions or public relations outreach. Not understanding the amount of time it takes to build a campaign.
(6) Abandoning marketing efforts before they have a chance to obtain results. Having unrealistic expectations.
(7) Fearing to make a change, or try a new tactic. Refusing to consider new options that are working well for their competitors, from a lack of familiarity with those options.
(8) Omitting the important step of reviewing and measuring their past efforts, a step that would help inform their goals and decisions.
(9) Disregarding the value of informed, external opinions and constructive criticism, even from customers. Clients can’t always “see” that their website looks disorganized, or that their marketing materials are outdated and ineffective. They are too “close” to it.
(10) Assuming too much. Taking on too many projects at once, or attempting too ambitious a project. It’s better to keep it simple, and sustained.
No one is perfect. Everyone lapses on following through on marketing plans sometimes. The important thing to identify now is: reviewing these pitfalls, can you see whether you put obstacles in the way of your success? Can you identify any patterns? Did you do the best you could do, or did you let fear, disorganization, or unrealistic expectations hold you back?
Looking back at 2011, what could you have done differently? What can you do differently in 2012?
My message for sole proprietors, businesses and nonprofits as we move into 2012 is this: you can’t complain that no one asked you to dance if you didn’t bother to put on your best clothes, or even come to the dance.
You have to make an effort if you want to see results. And that effort usually involves an investment of resources. It will cost something, but if your business model is sound, or your nonprofit organization is worthy, wise marketing choices will make a difference.
Marketing works when you work it. There is no magic to marketing or public relations, and there are very few shortcuts. Marketing your business or nonprofit takes effort and dedication, over time.
The end of the year is a time to regroup and plan. Now is the time to analyze your position, look at what your competitors are doing, and measure the results of your past efforts. It is time to set actionable goals, create a plan, and dedicate a budget to making that plan happen. You need to decide what you will handle yourself, what you will delegate to staff, and what you will contract out to smart, hard-working people who can help you.
Best wishes to you for a prosperous new year.
Merry Marketing: 10 Irresistible, Fabulous, and Unique Licensed Items to Put Under the Christmas Tree
You know, it’s a triumph of marketing when people are so enchanted with your company or product that you can make them pay for the privilege of advertising your brand for you. What a coup!
Licensed Products Are Big Business
Licensed merchandise comprises a global market worth $187 billion (License Magazine, 2010). Disney products alone bring in $27 billion in retail sales. Even nonprofit organizations are licensing products – of course you are familiar with licensed items from Sesame Street and National Geographic, but did you know The National Trust for Historic Preservation has a furniture collection sold at Lowe’s? And the ASPCA licenses pet care accessories sold at Wal-Mart and other stores.
10 Licensed Items for Your Christmas List
Just for fun, since we are all about marketing here at Fletcher Prince, I thought I would share 10 frankly promotional items that would make great Christmas presents.
1. Pan Am Bag
Are you a fan of the new television show, Pan Am? Some brands never truly die, and evidently there are plenty of Pan Am enthusiasts around. Travelers on Pan Am received bags like these. The flight attendants carried them, so did JFK and The Beatles. Did you ever want one of your own? The Pan Am store offers several new versions and sizes of these bags($45 and up) so you can walk around with a little marketing history.
2. Harry Potter Time Turner & Sticker Kit
Harry Potter fans define the category of rabid. The latest release, “Harry Potter and the Deathly Hallows, Part 2” this summer was the third highest grossing movie in history, according to Forbes. There is a terrific amount of Harry Potter merchandise. But I’m partial to this reasonably priced Time Turner gift set that includes a necklace that is a fair replica of the one Hermione Granger wears in “Harry Potter and the Prisoner of Azkaban.” If only it were really magic, right? But it would still make a great stocking stuffer. It’s $8.95 from Barnes and Noble.
3. Old Spice T-Shirts
Old Spice has given us one of the most celebrated advertising campaigns in recent memory, and they also offer several t-shirts for sale that are cooler to wear than Old Spice itself. You’re not going to catch me dabbing on Old Spice anytime soon, but I am asking Santa Claus for this “Ahoy” t-shirt ($15).
4. Coca Cola Christmas Ornaments
One of the most enduring brands, Coca Cola produces scads of logo-emblazoned merchandise. But I bet you thought you’d never see a Coca Cola Christmas tree. Yep. This one was spotted at The Golden Goose in Occoquan, Virginia. You can buy the themed ornaments for your Coca Cola swigging buddies there, or online from the Coca Cola Store.
5. OPI Muppets Nail Polish
So the new Muppets movie is a big hit this fall. Guess what? OPI has a Muppets collection of nail polish. I know! I mean, that’s the beauty of licensed merchandise. It doesn’t have to make sense — it just has to be enchanting. If you have a friend or relative who lives for the mani-pedi AND has a cuteness weakness, maybe tuck one of the 12 Muppets-inspired OPI nail polish shades, like “Warm and Fozzie” or “Animal-istic” into her stocking this Christmas.
6. Barbie Silk Scarf
Are you into Barbie? Still? The brand has endured for more than 50 years. This past Thanksgiving, my mom was sporting this chic white, pink, and black silk scarf. I was surprised when she told me it was actually a Barbie item, featuring retro designs by Robert Brest. It’s a steal at $24.95. There are many other items your girly-girl Mom will love for Christmas on the Barbie site for grown up Barbie fans, BarbieCollector.com
7. Revenge Infinity Box
Do you watch the ABC television series “Revenge”? Well, then, you know all the secrets Amanda/Emily keeps in the infinity box her dad gave her? Would you like your own secret box? Surely this box is one of the more unique licensed items out there. $24.99 on ABC.com. Just don’t plot any revenge with it, because that wouldn’t be Christmas-y.
8. Ford “Mustang” Necklace and “Seat” Belt
Believe it or not, Ford is the best selling car brand in the United States. Personally, I think if you love someone who drives a Ford, the nicest thing you can give him or her for Christmas is a Honda 
But for those die-hard Ford fans out there who want to visibly proclaim their love for the brand, there is The Ford Collection of licensed merchandise. This sterling silver Mustang pendant ($25) is subtle and innocuous enough.
But this Mustang “seatbelt” belt ($29) is a real conversation starter. Or stopper. Depending.
9. Andy Warhol Art Keychain
I just have the feeling that Andy Warhol, who measured his fame in newspaper column inches, would love the fact that there are now keychains ($3.55 each) featuring his iconic art. Not to mention Christmas cards, puzzles, calendars, coloring books, magnets, mousepads, watches, and even night lights. The ultimate stocking stuffer for the hipster in your life who yearns to be famous for fifteen minutes. All available online from the official Warhol Store.
10. Victoria’s Secret NFL Collection Lingerie and Lounge Wear
You know, the Super Bowl is not too long off, and these offerings from Victoria’s Secret give a whole new meaning to the term “Fantasy Football.” Available for all 32 of your favorite NFL teams (Go Raiders!) in panties, sleep wear, and lounge wear, online from Victoria’s Secret.
By the numbers: top posts from the Fletcher Prince blog
Of the 410+ blog posts I’ve written for the Fletcher Prince Blog , these are the posts with the most views –
- How much does it cost to advertise? 1,393 views
- The trends that will power public relations in 2010 1,003
- Creating your podcast logo 575
- Marketing Idea: Create a Holiday Greeting Video 535
- The Latest Twitter Statistics (and what they mean to you) 510
- How to Monitor Comments on Your Facebook Page 470
- Makeup Tips for Online Video 387
- 10 Reasons to Create a Facebook Page for Your Company 383
- Marketing with A YouTube Channel 365
- The recession, the craft trend and its impact on marketing 357
Have you ever checked out your own blog stats? I was fascinated that the top posts represented a true cross-section of marketing topics.
If you blog about public relations or marketing, what do you find your readers like to read about most?
How small businesses market themselves now: latest statistics
Photo by treedork
If you operate a small business, you know how important it is to get your message out to your target audiences. So, how are small businesses marketing themselves in 2011? Not surprisingly, a recent survey of more than 1,500 small businesses (most with fewer than 25 employees) found that 73% of respondents are using social media to market their businesses.
Of those, most are using Facebook (more than 95%) and most find it effective (82%). 73% of small business owners found online video also effective, while Twitter was found to be effective by less than half (47%) of business owners using social media.
Other marketing approaches also employed by small business owners, in order of usage, include
- Websites (95%)
- Email Marketing (91%)
- Print Advertising (77%)
- Online Advertising (69%)
- Event Marketing (53%)
If you run a small business, and like 80% of small business owners, find yourself staying awake at night worrying about how to get more customers, Fletcher Prince can help. We offer creative and affordable marketing solutions, including
- Custom Facebook Pages for your business
- YouTube video production
- Websites and blogs
- Email newsletter and announcement campaigns
- Print advertising and marketing collateral
- Event marketing and public relations
and more. Call (571) 269-7559 to discuss creative and affordable marketing solutions for your business.
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Is summer the right time to send email newsletters?
With the popularity of Twitter and Facebook, it’s easy to disregard the impact of email marketing. However, email marketing can increase your company’s popularity on social networks and has been found to be a highly effective marketing technique.
And summer is a great time to send email newsletters and announcements. I do feel with social media, you have to be on top of it every day. I don’t recommend auto-scheduling your social media updates. But email is different. You can take care of a whole summer of content and promotions, schedule it, and head to the pool
Summer is also a great time to start building your email contact lists with friendly outreach now, so that your program will be robust and in gear in time to do some some heavy-duty marketing later, such as in the fall, around the holidays, or at the end of the year.
Last year, we implemented a successful email marketing campaign for Fall Properties. The newsletters had much higher than industry average open rates, as much as 50%, instead of the average 12%.
What made their clients open these newsletters? Email marketing best practices, including
- We started with a clean, permission-based list. That is where trust begins, and it cannot be emphasized enough. It’s better to have a small list of people who really want to read your email communications than to have a large list that may result in your email communications being marked as spam.
- We created an attractive design. Branding is important.
- We wrote informative subject lines. Subject lines are what get email opened.
- We put the emphasis on local-specific, seasonal content that was interesting to their clients, with less emphasis on promotion (but still some).
- We included video in each email newsletter. This was often the promotional piece of the newsletter. The click-through rates for the videos were quite high.
We are a Constant Contact partner, and we’re experienced in creating appealing email campaigns that get results. Check out our online portfolio of email newsletters, and contact us to create an email marketing campaign for you.
Want to try it on your own? Use our Constant Contact link to get a free 60-day trial, plus complimentary help from us as you get started with your email program.
Want more information about email marketing in the summer months? Read these articles for great email marketing ideas…
3 Easy Steps to Boost Summer Bookings – Without Blowing Your Budget!
Summer YouTube Video Special
Book this Summer YouTube Video Special and save 30%!
- Pre-video consultation
- Script or outline review and assistance
- Videotaping session at our location or your Washington, DC metropolitan area location (additional fee may apply for travel outside Beltway)
- Photographs of your session
- Editing and production of 3 videos for your business or client
- Development or makeover of branded YouTube Channel, including custom background, profile image, keyword-rich company bio, and links to your website and social media
You receive all this for $1800. Read on for more details, then call Mary (571) 269-7559 to book your video consultation and session
BONUS! Reserve by June 30 and receive 100 free custom-designed postcards promoting your YouTube videos to mail or distribute.
YouTube video is a great way to raise visibility for your business. And the videos don’t have to just live on YouTube. Embed them on your
- Company website
- Blog
- LinkedIn Business Profile
- Facebook Page
- Email Newsletter
“I’ve been able to multi-purpose the video across a range of social media platforms.” Fletcher Prince client Heathere Evans-Keenan, Keenan PR
“Mary made this process such an easy one for all of us, especially for the clients who had volunteered to participate on it by giving their reviews on camera.” Fletcher Prince client Soraya Duke, Cosmopolitan Photography
Check out our portfolio of videos and Channels live on YouTube
Ideas for Videos
- Introduce your company and services
- Present a video testimonial from your favorite client or customer
- Share a success story. Or two. Or three!
- Answer the questions or concerns you hear again and again
- Provide advice or tips, or a helpful tutorial on a relevant topic
- Demonstrate how your product or service works
- Provide a behind-the-scenes tour
- Make the case for your business: what is your competitive advantage?
- Recruit for your company: show why your company is a great place to work
Available Dates
Pre-video consultations are available now through the end of August. Videotaping sessions will be scheduled on the following dates:
- Wednesday, July 6 through Saturday, July 9
- Monday, July 25 through Friday, July 29
- Monday, August 1 through Friday, August 6
- Monday, August 8 through Thursday, August 11
- Monday, August 15 through Friday, August 19
- Monday, August 29 through Friday, September 2
*This offer expires August 29, 2011; all sessions must be reserved by that date. All work, including subcontracted work, is subject to the terms of the Fletcher Prince work agreement.
10 Reasons Why Summer Time is YouTube Video Time For Your PR Agency
Fletcher Prince video specialist Ross Putman shooting video in downtown Washington, DC
Summer time is the perfect time to record YouTube videos for your public relations firm or independent public relations practice.
- You look good and you sound good. In summer, we all appear a bit more vibrant and alive. We are more energetic. It’s easy to dress. Cold season and allergy season are over (for most of us), so we don’t have nasal voices and red noses. When you look good and sound good, you feel more confident, and confidence looks great on video.
- You have more downtime. Unless you run a swimming pool, many businesses, including public relations firms and practices, go into a lower gear in the summer. Being relaxed and having time to experiment with new approaches make summer a great time to record videos (for your company or for your clients). You might even be inspired to have a little fun with your videos, such as taping your company picnic or baseball game.
- You have interns to help you. Interns are terrific. They bring fresh perspective and new ideas to your company, which you can translate into topics for videos to promote your business online. Interns also make great video subjects. Producing video is labor-intensive; it helps to have a lot of hands to adjust lighting, hold reflectors, test microphones, and contribute ideas. And some interns also offer video production and editing skills.
- Videographers have more availability. You may have more luck hiring a great video production team to help you produce great video — at affordable prices — in the summer. Good luck finding one when Fall begins! Producing quality video isn’t easy for the inexperienced, so you may find it is well worth it to bring in some outside help.
- You can take it outside. Want to give your YouTube videos some variety? Change the settings! Add some exterior footage; show off your company’s locale. You can also use exterior photos as cutaways. Try late afternoons or early mornings for good lighting conditions; or partially sunny days.
- Your clients are in a good mood. There’s no doubt about it: people are happier in summer. This may be the ideal time to ask your clients about video testimonials!
- People are watching video online. Know why summer movies are such a big deal? Because it’s hot outside and it’s cool inside, where the movies are! There aren’t any new television shows released in the summer, so people tend to watch more YouTube video when it’s hot outside. Wouldn’t you like them to tune into your company channel?
- Congress is on vacation. A lot of firms have business that revolves around connecting with legislators. When Congress leaves, DC goes into a slower drive. Why not record videos during that spare time you have on your hands?
- You don’t have to pitch as much in summer. July is typically pretty uneventful, news-wise. Not only does this give you more time to try some creative video projects, but you also just might be able to get a local journalist interested in the story of your firm. You could even share a YouTube video with them.
- Fletcher Prince is offering outstanding YouTube video deals. For a limited time, we are offering reduced rates for video production and YouTube Channel development during certain weeks this summer. Call Mary or David (571) 269-7559 to schedule a meeting to learn more.
How YouTube Video Builds Trust for PR Firms and Consultants
Mary Fletcher Jones shooting video for a client
One of the most important aspects of YouTube video when it is used to represent your brand is that it is impossible to fake, so it builds trust among prospective clients.
Think about it: you can make a website or brochure say whatever you want and project any kind of image you want for your PR firm, using stock photos and clever copy. But you cannot fake how you, your employees, and your clients appear on YouTube.
The importance of building trust for your brand, even if you are an independent consultant, can not be over-rated. The 2010 Edelman Trust Barometer found that, when asked to rank 10 factors in a company’s reputation, 83% of U.S. consumers said that transparent and honest practices and a company being a “company I can trust” are extremely important.
Authenticity and trust-building in public relations is important because PR is not exactly the most trusted industry, according to research on credibility and perceptions.
YouTube videos can help a PR firm or practitioner overcome that obstacle. Apart from meeting you in person, your prospective clients get the most authentic view of who you are and what you can do for them by watching your YouTube videos. And that trust you build can make clients a lot more likely to hire you and your firm.
For PR practitioners, at least having a presence on YouTube is must. I would recommend that every communicator maintain their own personal YouTube Channel, in addition to supporting the business or corporate YouTube Channel, so they can be an active participant in the social sharing aspects of YouTube. It is also, as I have mentioned often, wonderful exposure for your personal brand.
If there was one thing I would like to suggest to area PR firms and practitioners, it’s this: you are your best client. The work you do for your firm should exemplify the highest level of work you do for a client, should it not? What you present for your own company is compelling proof of what you can do for a client, along with your portfolio of completed projects.
Traditionally, PR firms and many PR professionals have preferred to keep a low-profile; to remain in wings. That was an understandable approach ten years ago. Social media has changed everything, however. Now, I believe if you don’t market and promote yourself and your business vigorously, it will be more difficult to convince a client you could do likewise for them and their interests.
With this in mind, you should never upload a video to your company PR Channel if you would not produce work of a similar level for a client. Large firms do it, even I do it, sometimes, but we all should be a bit more mindful of how we and our firms appear on YouTube video. Particularly the large, “name-brand” PR firms!
When I look at the Channels of most public relations firms, it is apparent to me that these firms have grossly underestimated both the marketing potential of YouTube and the impact of inferior videos on their corporate reputation. Is it affecting their billings? Maybe not. Is it affecting their brand? Could be.
The worst video mistake a PR practice can commit is uploading video about their firm that is not of a commensurate production quality with their reputation, revenues, other marketing tactics (such as their websites and print collateral), expertise, and resources. It just sends a very strange message.
In other words, do not cheap out on video! And if you don’t have the expertise in-house to produce the quality of video your firm merits, outsource it to the professionals.
Common YouTube Mistakes Made By PR Firms
Fletcher Prince YouTube Channel
We all know how important YouTube video has become for informing potential clients about a business. However, I think it would be very difficult to convince a client that a PR firm is worth the investment if it produces poor quality video to promote itself. The irony here is PR practitioners are supposed to be creative, expert communicators! Yet, PR firms struggle with telling their own story on YouTube in a compelling way that gets views.
The Most Common YouTube Mistakes
It’s time for that trend to change. The typical mistakes PR firms tend to make on their own videos and Channels include
- Their videos do not tell a story. In other words, they are boring.
- The videos fail to be “videos.” Video is a visual medium, not a talking blog post.
- Failing to optimize the YouTube Channel with search-friendly text elements, brand colors, design, logos, and Channel setting.
- Failing to optimize individual videos by tagging and describing videos.
- Glaring absence of an apparent brand message or video strategy.
- The videos are too long or communicate too many concepts in one video.
- Not using editing, microphones, lighting, tripods, multiple camera angles, graphics, images, cutaways, animation, and other assets to produce quality video that is interesting to watch. A large firm should produce video that reflects their caliber and resources; an independent consultant may produce video with lower production values. At a minimum, there should no shakiness, poor sound, or inadequate lighting.
- Uploading too many of the same kind of videos (e.g., too many talking head videos by one person at one conference).
- Not including examples of their work, through links.
- Lacking video testimonials from clients or partners.
- Including examples of client videos, but as uploads on the Channel (this is YouTube terms of service violation and cannibalizes views from the client. You should only LINK or PLAYLIST to client videos from your Channel).
- Failing to use the social aspect of YouTube: allowing comments, acknowledging subscribers.
- Neglecting to promote the Channel through YouTube through playlists, subscriptions, and video responses.
- Failing to embed their YouTube videos on their websites, Twitter, blogs, Facebook, email communications, and other media.
- Failing to say “thank you” when their employees appear on Conversations in Public Relations. Okay I threw that one in!
Maximizing the Marketing Impact of YouTube for PR Firms
Not every video a PR firm produces may achieve thousands of views, but videos that obtain fewer views can still make an impact on clients and influencers if they are well produced and optimized. I am convinced if most PR firms and practitioners took deliberate steps to use YouTube features to their full extent, as we do at Fletcher Prince, they could greatly increase the views for their videos.
A Surprising Finding Regarding YouTube Popularity Among PR Firms
To illustrate, among PR firms and consultants, there are only two public relations firms on YouTube that have more video views than Fletcher Prince: Ogilvy PR Worldwide and Edelman Public Relations.
And, one of my clients, Susan Rink, who is an independent public relations consultant, has more views on YouTube for her PR videos than four major PR firms put together!
Isn’t that incredible?! I can barely comprehend this. What is even more surprising is that, although these firms have vastly superior resources, Ogilvy only has twice the views of Fletcher Prince and Fletcher Prince has nearly as many views as Edelman!
As happy as I am to have the views I have, I do feel that is a situation that does not reflect well on our industry. I would like to see PR firms produce the kinds of YouTube Channels and videos that demonstrate their expertise, reputation, and success level.
Fletcher Prince Can Help Your Business Make the Most of YouTube
Most PR firms on YouTube could significantly increase their viewership this summer by prioritizing YouTube video in their marketing efforts and making some basic optimization changes to their Channel and videos (an area of expertise for Fletcher Prince).
There’s no better time to start than now! Ask us to help you maximize the marketing impact of your YouTube Channel.
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