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Savor DallasI moved from working in my business to working on my business!
Jim White, Founder Savor Dallas
http://www.savordallas.com
 
CoachWorks InternationalI found a community of business leaders who make being in business a lot more fun and less lonely.
Jeannine Sandstrom,
CEO CoachWorks International, Inc.
http://www.coachworks.com
 
The Sales CompanyI now have a place to be open about my business success and future challenges.
Debbie Mrazek, CEO The Sales Company
Author The Field Guide to Sales
http://www.the-sales-company.com
 

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Posts Tagged ‘founder’

Effectively Using PR Tactics: Seven Tips To Boost Brand Awareness

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September 15, 2008

By Maggie Chamberlin Holben, APR

In my opinion, the greatest sin in the public relations realm is the sin of doing absolutely nothing and then wondering why the media aren’t paying attention to you (or, in the case of a crisis, are eating you alive). As a small business owner or manager, you can arm yourself with a copy of Full Frontal PR: Building Buzz About Your Business, Your Product, or You or Public Relations For Dummies (For Dummies (Business & Personal Finance)) and engage in “do it yourself” PR. Or, you can contract with a PR consulting firm to assist in the process.

Whatever the case, it’s up to you to make use of proven PR tactics to help build awareness and credibility of your brand. Here are seven tips to help jumpstart your PR efforts, or improve existing programs:

1) Focus On Your Newsworthy Attributes

The news hook is an important information trigger that actually interests news editors and reporters, not something contrived or self-serving that you think should interest the media. You’ll have far greater success garnering news coverage if your announcement is based on a proven news hook, rather than being full of puffery and information only of interest to you.

2) Keep Your PR Tools Up-To-Date

The basic tools for being reporter friendly are: well-written news releases, media/press kit (both online and hardcopy), fact sheets and Q&A documents, backgrounders and history documents, bios of key employees, milestone recap and related timeline, photography (high resolution required for print reproduction), and technical documents such as white papers and case studies. The more information you are able to provide an interested reporter, the more likely your encounter will result in thorough, accurate and engaging coverage.

3) Utilize Newswire Services

Newswires – effectively selected, written and timed – turn up the volume on your media announcement. Specialized dissemination services — such as PR Newswire, Business Wire, PR Web, PR.com and PR Leap – can give your news release added exposure to both the media and potential customers searching the Internet for your products or services as the release remains posted online.

4) Become Skilled At E-mail Campaigns

E-mail is, on the whole, the most preferred form of communication for reaching the news media (versus unsolicited phone calls, text messages or podcasts to busy journalists). Where do you get the e-mail addresses? Check the contact section of the media outlet’s website or subscribe to a media contact data source such as Bacon’s MediaSource, Burrelles Luce MediaContacts or Bulldog Reporter MediaBase.

5) Make Use Of Leads Services

The leads service is a special PR tool that allows reporters on deadline to reach out to companies and individuals for information and interviews. Examples of these services, available by subscription, are PR Newswire’s ProfNet and PRSourceCode. Here’s an example of a recent Profnet Query: “I am writing a story for a national business publication roughly titled ‘Sales 2.0.’ The article looks at how some of the new tools such as LinkedIn, Jigsaw, and other Web 2.0 tech stuff are changing the way companies prospect for sales, contact and woo sales, close sales, and then keep customers happy. I am only interested in talking to small and medium-sized businesses (with 1,000 employees or less).”

6) Share Your Expertise Via Articles

Bylined articles, like you’re reading now, are when you write articles for the print media (usually at the invitation of the editor) about your area of expertise. Opportunities can range from a 250-word squib to a 2,000-word feature. A short paragraph at the end of the article usually recaps the author’s credentials, explains his/her company or organization title and affiliation, and provides the reader with website contact information.

7) Win Awards To Attract Attention

Receipt of an industry or community award is a legitimate news hook that can help attract the attention of editors and reporters and ultimately gain valuable media exposure. The focus of the award gives the recipient a reason to expand on the particular topic by providing additional information and related photography. Quite frequently, the prestige of receiving one or several industry awards offers the “awareness lift” necessary to secure a profile or full feature about your company or organization.

A skilled practitioner can assist you with your PR initiative and help you understand the many tactics
available to you.

Happy awareness building of your brand!

About the Author:

Maggie Chamberlin Holben, founder of Denver-based Absolutely Public Relations www.absolutelypr.com, is accredited by the Public Relations Society of America and a member of its Counselors Academy. A Colorado native, Holben serves on the board of directors of the Colorado Bioscience Association, receiving the association’s 2006 Partner of the Year award. In 2005, she was certified as an industry analyst relations practitioner. Frequently interviewed as a PR expert by the media, Holben’s “expert profile” is available online at Expert411.com.

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Oil Pipeline Experts Systems Software Inc Enter the Open Market

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August 22, 2008

Systems Software, Inc, the world experts in the field of batch and crude pipeline scheduling announced today that after 13 years as the sole provider of pipeline scheduling to a major us oil company they have decided to enter the open market and expand their new product reach.

According to founder Keith Ferguson, “After an extensive evaluation, we decide that it is in our best interest to move our business forward and allow other major players in the oil industry to enjoy the benefits that have been almost exclusive to our client for well over a decade. Our newest version of SSI was developed in conjunction with real pipeline schedulers from around the world to fulfill all their requirements for scheduling a pipeline.”

Speculation from several industry insiders is that the software platform developed by SSIs founder and expert Keith Ferguson will not last on the open market long. Rumors of a buyout have been circulating for several months about suitors for the 29 year old company. According to users of the system there are no other platforms that work the way SSIs does and the implementation time is unheard of in the industry, a matter of weeks. There is only one other player in this field and they can’t even come close to the turnaround time one pipeline manager was quoted as saying.

According to SSI they have already received test pipelines from 3 large players in the oil industry and have been able to provide working systems that can be tested on site with the clients data. When asked about rumors of a partnership with another player in the energy market, SSI responded that they were unable to talk about any partnerships because of non-disclosure agreements. They did add however that their new product is written where any frontend or backend can be used not just the ones developed by SSI.

About SSI Scheduling

Systems Software Inc, is the world leader in pipeline scheduling. SSI has provided software support to the oil and gas industry in the SCADA systems and pipeline scheduling areas for more than 29 years. SSI helps clients operate their pipelines efficiently and profitably. Our professionals are experts in the areas of information technology, advanced complex problem solving and mathematics. http://www.ssischeduling.com

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Marketing to Millennials

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August 17, 2008

The Millennial Generation was born between 1977 and 1998 and is just beginning to enter the workforce. Members of this 75 million person group are being raised at the most child-centric time in our history and the impact to marketers is undeniable.

In general, it is said that this group displays a great deal of confidence. This could be the result of focus they receive from parents and high expectations placed upon them – not to mention their new found independence with the advent of cell phones, the Internet, and other electronic forms of communication. This is truly the first generation to grow up completely online and as a result, the marketing mix used to target them needs to evolve. As you might expect, this group is technically literate like none other.

Socially, Millennials are different as well. They are typically team-oriented, banding together to date and socialize rather than pairing off. They work well in groups, preferring this to individual endeavors. They are also good at multi-tasking and were the ones studying while listening to the radio or watching television – all the more reason to ensure that you utilize cross-media marketing and ensure consistency among your communications.

From an academic perspective, they are the group that was able to play a sport, attend school, and engage in social endeavors. Millennials believe in going green and supporting endeavors that are good for the environment.

When it comes to work, Millennials seem to expect structure. They acknowledge and respect positions and titles, and want a relationship with their boss. Millennials are in need of mentoring and they’ll respond well to the personal attention. When considering the management of Millennials, be mindful that they appreciate structure and stability. Mentoring Millennials should be more formal, with set meetings and a more authoritative attitude on the mentor’s part.

How to Market

Now that you understand a little more about the target you are seeking to attract, consider the places they go for information and the way they behave. Millennials are logging into their MySpace and FaceBook accounts 3 – 4 times each day, sending instant messages to friends, and uploading their videos to YouTube. Are you there?

  1. Listen to the conversation. Where many businesses are failing today is that they are not listening to the conversations that the Millennials are having about their products or their company. Sign up for Google Alerts, visit Technorati and see what individuals are blogging about.
  2. Create accounts in FaceBook and MySpace and other Social Media. Put you name out there. Make sure that you company has a space among social media outlets. One thing to keep in mind though is to not be overly commercial. Millennials can see right through it. Rather, be genuine and let your prospective market understand what you’re really about and what you stand for.
  3. Communicate on a personal level. Create a two way dialogue with your audience. Give them an opportunity to speak to you. Whether you let them rate your products, share comments, or share their experience with friends, providing a forum to socialize is essential.
  4. Focus on consistent messaging. Regardless of which media type you use (email marketing, direct mail, Adwords, etc.), keep your messaging consistent. If you say one think and do another, or change your messaging frequently, you will not be building the trust necessary to ensure lifetime customer value.
  5. Be creative. When your marketing is creative, it can very quickly gain momentum. With the advent of YouTube, Flickr, and Delicious, messages are quickly shared and distributed. Don’t force the issue. Rather, create something meaningful, fun, and worth sharing. Before you know it, the Millennials will be sharing and distributing information about your and your brand.

Improving the effectiveness of your marketing to Millennials is no small undertaking. To be truly successful, you need to understand the social dependence these individuals have when communicating and the value they place on the opinion of others. Although much of Millennial marketing needs to happen online, don’t lose track of some tradition media like direct mail. As much as marketing has changed, traditional media can still be effective – just make sure it has a social component.

About the Author

Michael Fleischner is an Internet marketing expert and founder of MarketingScoop.com. He has more than 13 years of marketing experience and has appeared on the TODAY Show, Bloomberg Radio, and other major media. Michael is also the author of SEO Made Simple: Strategies for Dominating the World’s Largest Search Engine and The Webmasters Book of Secrets: Improve Search Engine Rankings.

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Success in Succession

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June 22, 2008

More than 70 percent of family-owned businesses do not survive the transition from founder to second generation. In most cases, the "killer" is taxes or family discord, both issues that a good family business succession plan can address.

Whether your company is one of the many thousands of family-owned businesses or it is a partnership, succession planning is sure to top your agenda next year. Why not think of it before you get to the point of actually planning to exit your company?

The issues that a succession plan will address, include:

  • Determining the needs of the owner, business and important parties,
  • Exploring the legal and financial options, including taxes
  • Recording and implementing the plan

A good way to do address these issues is to have a succession planning session.

That’s right. As if you were actually going through the real thing, go through “what if” scenarios and determine how you can realize both your exit strategy and the value you deserve to take with you when you leave the company. Not only that, it will help you put the people in place that will ensure your company will make it to the next year and the next. Ask pertinent questions to ensure financial safety nets are in place for you and the business. And, finally, ensure that you record all of your planning to provide a road map for your retirement.

Succession planning goes well beyond one meeting. It takes a serious look at an owner’s desire to leave a legacy. It also will help resolve conflicts with goals within the company. For example, if the company is to be sold for top dollar, it will need a high business valuation. This is difficult to achieve if the company is trying to pay the least amount of tax possible (showing the least amount of revenue each year).

Succession planning also provides a window for junior team members to step up to the table and earn a position with the company. By starting early, it gives both senior and junior members time to determine what’s best for the future.

Legal and financial issues enter the picture and, in some instances, drive the succession plan. In one case, the partners decided on an aggressive five-year plan where they increased the value of their business substantially, sold it and walked away millionaires. For them, this was the best succession plan. What’s yours?

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True You Marketing Interviews

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April 14, 2008

I’m excited about introducing this new blog channel to you. When I speak to clients and present at organizations, my message is one of “You can be successful and be yourself.” Life is truly too short to waste time acting like something you aren’t and building a business you can’t love every day.

The one remark I get over and over again is… well, that may work for you, but it won’t work for me because…

  • I can’t talk like that to my clients
  • My industry won’t allow it
  • I have to be professional
  • I have to be what people expect me to be
  • It just won’t work

The truth is that you are being ‘you’ to some degree all the time. You may think you are fooling people, but you aren’t. And, if you are an expert and people love working with you, I’d venture to say it is because you are you.

These interviews will share insights about how people from various industries are being who they are, enjoying success, and reaping the rewards of being authentic.

My first interview is with Glenn Baldwin, VCFO (virtual chief financial officer) extraordinaire, and founder of ForesterBaldwin a Dallas-based VCFO company. Look for his audio download next week on our blog at www.trueyoumarketing.com.

Oh, and keep your eyes open for a Marketing Mojo article that shares ideas on how you can use a similar interview format for a marketing soldier for your company!

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Last Chance to Get AuthorSmart’s Virtual Publishing Conference Absolutely Free

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February 2, 2008

Why do I love to share freebies with you? I don’t know, I just really get a big kick out of it. I hope you enjoy them too! Just remember, I won’t pass along anything I don’t think is a great value and opportunity – there’s plenty of ‘free’ stuff out there; the trick is finding something free and valuable!

If you’ve been thinking of writing a book or anything remotely resembling a book, this is something you will definitely want to check out! Our book, and the books of many of our clients, have been greatly helped by Gail Richards and Jan King’s assistance. If a book is in your future, you will want to know these publishing gurus!

Gail Richards, a creative whiz and veteran in all things publishing and the founder of Authorsmart.com, and Jan King, former publisher, author of numerous business books and founder of eWomenPublishing, invite you to participate in their 11-Week course FREE just because you are in our inner circle!

For more information go here, and click here to register. Use Discount Code FREEFUEL.

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AuthorSmart’s Virtual Publishing Conference

0 Comments
January 18, 2008

Why do I love to share freebies with you? I don’t know, I just really get a big kick out of it. I hope you enjoy them too! Just remember, I won’t pass along anything I don’t think is a great value and opportunity – there’s plenty of ‘free’ stuff out there; the trick is finding something free and valuable!

If you’ve been thinking of writing a book or anything remotely resembling a book, this is something you will definitely want to check out! Our book, and the books of many of our clients, have been greatly helped by Gail Richards and Jan King’s assistance. If a book is in your future, you will want to know these publishing gurus!

Gail Richards, a creative whiz and veteran in all things publishing and the founder of Authorsmart.com, and Jan King, former publisher, author of numerous business books and founder of eWomenPublishing, invite you to participate in their 11-Week course FREE just because you are in our inner circle!

For more information go here, and click here to register. Use Discount Code FREEFUEL.

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Do Something Different

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January 15, 2008

I know when I get into a funky place that I’ve been on autopilot for an extended length of time. Same breakfast, same lunch locales, same conversations, well, you know… the same ol’, same ol’. Even the people I know who thrive on consistency and schedules still enjoy a departure from time to time to jump start the heart.

With marketing, I believe we can get into a rut. We sign up for networking groups, we talk to the same referral partners, we set up sales and marketing systems so that everything goes off like clockwork, and while all of this is good, we still need to retain that certain special something that allows that twinkle in our eye to shine.

One thing you can do to add a little race to your pulse is to do something different. Something zany will do just fine. Something really out there might be even better. You choose the level of adventure that is right for you.

Here are some ‘different’ things that people did that pushed them out of their comfort zone and into results!

  1. Scott Stratten was a speaker who wanted to get more high-paying speaking gigs. He was following the usual protocol given by speaking experts when he landed on a ‘big idea.’ He launched his now infamous Time Movie and racked up a cool 250,000 subscribers to his e-newsletter. He also reached his goal of more speaking gigs, more product sales, and in the process launched a whole new company dedicated to helping others also launch successful movies.

  2. Kim Holstein dreamt of making pretzels. Not just ordinary pretzels, mind you, she wanted to ‘stuff’ them with all kinds of yummy ingredients. Feeding her ‘dream jar,’ she and Scott began making pretzels in their small Chicago apartment. They took them door to door selling them to local outlets. Before long, they rented space and opened their first pretzel bakery. The big break came when QVC included them on a Super Bowl promotion and they sold millions of pretzels in two hours! Try them!

  3. You’ve no doubt heard of Hooters – the mega chain restaurant that has made its way into our pop culture. But did you hear about how they launched onto the scene? Classic shoestring marketing put the first Hooters on the map. By all evidence, the original Hooters was a total dive. However, they attracted tons of press by asking the winner of a local bikini contest to wear one of their t-shirts and pose with the founder who was dressed up in a chicken costume! Not one to pass up a free advertising opportunity, one of the founders also swam out to an overturned boat and painted HOOTERS on the side. Several years later when the chain was at risk with the EEOC due to lack of male representation in its wait staff, the company’s owners marched on Capital Hill with their Hooter’s girls and fans in tow. Moral of the story: never underestimate the power of media.

  4. Standing out from the crowd, Woot.com takes everything that works in internet marketing (think scarcity, deadlines, and urgency) and drives it toward selling one item per day until it is sold out. This site is a phenomenon in and of itself – most items sell out before noon and are posted at midnight of each day. Quirky and not always the lower price, Woot could inspire you to depart from the masses.

Depart from the crowd and see how you stand out! Dare to do SOMETHING different today. Or not. You can start small (haircut, change the route you take to drive home) or big (like the stories above) or mix it up. If you aren’t feeling a little queasy (you are approaching the edge of that comfort zone at that point), then up the ante!

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