|THE SIDE BAR!
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Author Risa Hoag
We have several fun events coming up!
1) TONIGHT! March 15
WAWBO Reunion, Morton's The Steakhouse, White Plains
$20 at the door
5 - 7:30
Networking for former WAWBO Members
2) April 8, Scottish Night
We're bringing Kilt Maker Howie Nicholsby to Morton's in White Plains for all things Scottish! Join us for kilt fittings, Scotch tastings, salmon and surprises. Fundraiser, $40.
3) Tuesday, May 11
Social Media Workshop
Morton's The Steakhouse, Hackensack; join me and Ann Byne of The Byne Group for a Social Media Workshop; more details to follow or check the GMGPR website
READ ABOUT HOW WE GOT TWO OF OUR CLIENTS INTO THE OSCAR SWAG BAGS!
|Which is right for me, traditional PR or new media?
Okay, I admit it, it's a trick question. New Media which includes everything from Google advertising, other forms of pay per click ads, online wire services, social networking sites (LinkedIn, Plaxo and a myriad of others), blogging, Twitter, YouTube, streaming audio ads, audio and video podcasting, etc., should all be figured into your marketing plan the same way you figure in traditional print advertising, radio ads, press releases, speaking engagements and the like.
Your marketing plan should start first with your objectives...
What are you trying to do? Increase sales? By how much, by when? Sell more services to existing customers? Reach a new market entirely? Launch a new product or service?
Next consider your target audience...
Who are they? Where are they? What do they do? What do they read? How do they get their news? An audience of new moms is going to get their information in an entirely different way than young urban male professionals or older Americans ready to retire.
Third consider your budget...
I am always amazed by the people who say they haven't really thought about a budget. When I then throw out a figure of $50,000, the response is often, "No, I don't have that much to spend." So therefore, they do have a budget in mind. It is critical to think about how much you want to spend over the course of a year (think 3% of gross sales just to get yourself started). Only after you have a marketing budget can you begin to figure out what can be done within that total. A company that needs a new website and all new collateral material and wants to embark on an aggressive pay per click ad campaign, should have a much different budget than a company that wants to do some blogging and increase their social networking opportunities.
After considering the above, remember the following:
- traditional media, sending press releases, is always important; but now they reach a wider and more lasting audience through online sites and services; writing articles is still an option in trade publications and local media, but there are many more ways to do it now; your own blog, online sites, etc. AND Yes, print ads still work! I have recently obtained 3 new clients using a traditional print ad (very targeted however), so don't discount the traditional media; again, make sure it fits in your plan and budget.
- don't let new media overwhelm you. Commit to a few sites to start, and set time aside in your day to explore and learn about them before jumping in. LinkedIn is a great place to start and begin building your network. Not sure how to use Twitter for business? Don't worry, we can help. Sign up for our upcoming social media seminar in May or just give me a call.
I look forward to hearing from you!
P.S. If you need more help getting started on a marketing plan, visit our homepage and download our Marketing Worksheet. It's brief and will give you a good jump start!