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    PR Companies: Who Are They Hiring?

    PR Companies: Who Are They Hiring?
    Getting your foot in the door of PR is the easy part. How to make sure the door doesn't get slammed in your face is what most people want to know. Whether you're interested in corporate, celebrity, publishing, government, hotel, travel, small business, or international public relations, you have to start at the ground level. (And beware, some companies will make ...
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    How to Discount (If You Insist)

    How to Discount (If You Insist)
    Discounting stinks. As a marketer whose job is to create preference and profitability for my clients, I don't like discounting. In fact, I hate it. I call it the D-word. It's distracting. It's demeaning. It's destructive and depressing. And yet I see companies do it all the time. These days discounting is more prevalent than ever. Now into the second year ...
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    Why PR Is the Prescription

    Why PR Is the Prescription
    Times are tough. It can be difficult to keep your focus on driving the top line when the bottom line is bleeding red. A lot of us can identify with John Krafcik, acting president and CEO of Hyundai Motor America, when he says, "Flat is the new up." Still, you know you can't put your marketing program entirely on hold. You ...
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    To Beat Recession, Indies Launch Buy-Local Push

    The buy-local movement isn't new. For the past decade, independent businesses have banded together to urge local consumers to spend more of their dollars closer to home. Proponents say doing so helps build vibrant local economies by keeping money circulating in the area rather than elsewhere, while detractors say the economic benefits are negligible. Now, amid the sinking national economy, some ...
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    Five Don'ts for Marketing in Tough Times

    Five Don'ts for Marketing in Tough Times
    Unpredictable. Slow. Bleak. Grim. Gloomy. All words that have been used to describe the economic outlook for the balance of 2008—and depending upon who you talk to, the scenario for 2009 and beyond. Standard & Poor's believes the economic difficulties we've been experiencing due to the mortgage mess and skyrocketing oil prices will be at their worst early next year (BusinessWeek.com, ...
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    Brand Makeovers: 3 Lessons in Reinvention

    Brand Makeovers: 3 Lessons in Reinvention
    Brands are like beauty queens: Even the most illustrious need makeovers from time to time. Big names overhaul their brands to boost sales by getting back in touch with their original identity, or forging a new and improved one. Not so long ago, Target competed directly with other discount big-box stores. Today, it has a distinct image, affluent customers and powerful ...
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    Sales Lessons From Wild Guerilla Marketers

    Sales Lessons From Wild Guerilla Marketers
    Guerrilla marketing is an unconventional system of promotions, relying on time, energy, and imagination instead of big marketing budgets. As sales people we can learn from the principles guerrilla marketers use to surprise, perplex, and delight our future customers. We have assembled great video examples of the principles of guerrilla marketing. You probably don't have the budget of Nike, but don't ...
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    How To: Effective Market Research

    How To: Effective Market Research
    Every small business owner-manager must ask the following questions to devise effective marketing strategies: Who are my customers and potential customers? What kind of people are they? Where do they live? Can and will they buy? Am I offering the kinds of goods or services they want at the best place, at the best time, and in the right amounts? Are ...
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    Confessions of an Account Exec: Stepping Out of Your PR Comfort Zone

    Confessions of an Account Exec: Stepping Out of Your PR Comfort Zone
    A public relations specialist is an image shaper. My job is to generate positive publicity for my clients and nurture, maintain and enhance their reputations. All too often, PR executives get hung up on weighing their successes or failures by the amount of TV hits or print placements and their accompanying media values. But public relations is also about establishing and ...
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    The Sales & Marketing Alignment Imperative

    Research and Markets has announced the addition of the "Closing the Gap Report: The Sales & Marketing Alignment Imperative" report to their offering. CLOSING THE GAP: The Sales & Marketing Alignment Imperative shows that many companies worldwide still fall short of realizing aligned sales goals and marketing activities. And while many companies recognize the benefits of better partnering across these key ...
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    7 Marketing Techniques to Attract Clients

    7 Marketing Techniques to Attract Clients
    With the global credit crunch biting hard, companies often feel pressured to spend more money on their marketing in the hope that they will get noticed in a crowded market space. There is another way! 1. Know Who You Are Trying to Attract It sounds simple but who precisely do you want as your clients? What are their characteristics? Break the ...
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    Branding Myths (and How to Avoid Them)

    Branding Myths (and How to Avoid Them)
    Do you remember the story of Chicken Little? If one person tells you the sky is falling, you laugh at him. But if you're told the same story over and over, pretty soon you believe it. This also rings true with branding - just because everyone else is saying or doing something doesn't mean that it works. Time and again I ...
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    Boost Your Brand

    Boost Your Brand
    Inventor Michael Boehm's instincts told him the concept he had been shopping to various manufacturers—a portable contact grill that cooks food items faster and more healthfully—had great promise. So why couldn't he find a corporate partner to help take the product to market? It was 1993, and Boehm had spent a year fruitlessly searching for someone to buy into his idea. ...
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    5 Deadly Marketing Mistakes

    5 Deadly Marketing Mistakes
    In my book, Kick-ass Copywriting in 10 Easy Steps, I teach small and mid-size business owners who can't afford to hire professional copywriters how to write effective copy that will bring the results from their marketing efforts that they want and need. However, just as there are steps you must take to write great copy, there are also mistakes you can ...
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    Reinforcing Your Marketing Message

    Reinforcing Your Marketing Message
    There is a growing need to make an immediate impact on consumers in a world where they are relentlessly exposed to thousands of marketing messages a day. This has led to a temptation for some retailers and brand owners to abandon the traditional field- marketing techniques of merchandising, auditing, sampling and mystery shopping, in favor of more experiential methods. Fully aware ...
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    Stretch Your Marketing Budget By Thinking Outside the Box

    Stretch Your Marketing Budget By Thinking Outside the Box
    The fact that a T-Mobile ad has attracted more views on YouTube than Barack Obama's historic inauguration speech may be viewed by some as a dispiriting sign of the times. The clip of commuters breaking into a dance routine at London's Liverpool Street station is, at the time of writing, the 57th most- viewed YouTube clip of all time. Its popularity ...
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    Social Media Networking: The New Frontier for Interacting With Customers

    Social Media Networking: The New Frontier for Interacting With Customers
    The marketing experts tell us that there are three steps to getting our customers to act to choose us - think, feel, and do. Last month, we discussed some of the items that develop the "think" component, making people aware of your company. We stressed the importance of the basics in getting your Web site to best represent your company and ...
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    Social Media Networking: The New Frontier for Interacting With Customers

    Social Media Networking: The New Frontier for Interacting With Customers
    The marketing experts tell us that there are three steps to getting our customers to act to choose us - think, feel, and do. Last month, we discussed some of the items that develop the "think" component, making people aware of your company. We stressed the importance of the basics in getting your Web site to best represent your company and ...
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    7 Marketing Techniques to Attract Clients

    7 Marketing Techniques to Attract Clients
    2. Think Like Your Potential Client Once you have identified your target client, you need to switch roles and put yourself in his shoes. What pain does he have that you can solve? Does he realize he has this pain? It could be that you are a training consultant and you provide communications training. HR professionals, for example, are probably concerned ...
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    How to Get Your Story Picked Up by the Media

    How to Get Your Story Picked Up by the Media
    Every journalist has secretly wished he could educate marketers and PR professionals on how to effectively send their messages. People bug the media too much, says Rhoda Weiss, chair and CEO of the Public Relations Society of America. “It’s not about taking people out for drinks and steak dinners,” says Weiss. “Those days are over.” Instead, her advice is to provide ...