Write A Bodacious Bio And Make Your Media Relations Come Alive

All professionals will need a bio at some point in their career. Make sure it’s a good one that gives your experience and achievements the attention and pizzazz they deserve.  Here are some things that you should include in a comprehensive bio, whether it’s a short or long bio. Keep in mind that any of these items can be shortened or expanded upon, depending on the length needed for the bio itself.

Current Position

List what your current position is along with the company.  Make sure you expand on the responsibilities of the position also.  List certain sales levels or budgets that you are accountable for.  Also, if it’s pertinent to the industry that you’re in, list the number of employees reporting to you.  Only include information that would bring credibility to the bio.

Highlights of Experience

You will need to include your experience so you might include your overall experience within a certain industry or your overall experience in a particular field and beyond that you want to include any results that you have achieved especially if you’re a person in sales and you need to include sales information, include some of the percentage increases that you’ve seen with companies that you worked with or even dollar figures of how much you’ve managed.

Educational History

Use your judgment on whether to include your education or not.  When the institution was prestigious or specifically related to the field that you are currently in, it is always a good idea to include your education.  Some people feel uncomfortable listing their education if it isn’t from a specific type of institution or if it isn’t pertinent to their current position.  Again, use your intuition on whether to include your educational history or not.

Achievements

Include honors and awards that you’ve received and achieved during your career.  If you’re in a field like broadcast or advertising, this is important.  Some fields such as finance don’t have such an emphasis on these types of achievements.  If you’ve been named to a top list by a magazine or other publication, be sure to highlight the fact in your bio.

Add Some Pep!

Sometimes people like to have spiffy comments in their bio.  For example, some bios might say you’re the ‘queen’ or ‘king’ of something. Others may have pithy titles that they’ve created.  Explaining an achievement that you’ve accomplished with some sizzle is also a great idea.  Depending on the industry, you may want to include a personal tidbit or two.  For example if you’re in the pet fashion industry, you might want to include what pets you have, their breeds, and names.

Always write a bio that is the correct length for its purpose. A bio for a press kit can be up to a page while a bio for a book or website needs to be much shorter— especially if it’s included on the outside cover, for example.  To make things easier, start out with a lengthy bio and create shorter versions, as they are needed for other purposes.

Handing Out The Right Kind of Press Kit To Editors Can Make A Huge Difference On Whether You Get Coverage Or Not

When constructing press kits, it’s always a question of what form should your press kit take. This is one of the questions most debated when planning a press conference.  There are several options for press kits that you can choose from and determine what is the best fit for your audience.

Traditional:

Paper Press Kits

Should you have a paper press kit with a folder with all of the information, photos, annual reports, brochures, and anything else that you might put in it?  There has been a trend in recent years to move away from handing out traditional press kits that hold all of this information.  Editors want to carry less and less.  At the same time, there is the spirit of the green movement.  Having bulky paper press kits is considered a bit passé except in certain markets and situations.  If you’re in a market that is very traditional (academia, for example), there may still be an expectation that a traditional paper press kit is handed out.  If so, consider also offering the press kit in an electronic form for those that would prefer it.

Electronic:

The overwhelming response now by editors is that they prefer to have press kits in an electronic form. The time has passed where editors want to carry these big bulky folders back and bulk down their suitcases especially if they’re traveling for a press conference for a trade show and attending a lot of press conferences. They don’t want to take these on the airplanes anymore and that especially with baggage regulations; they really don’t want the extra bulk. So then the question arises, what form should the electronic press kit come in?

CDs

Some companies are opting for CD’s. They can easily be handed out with company branding on them.   There are a couple of different things that you can think about with CD press kits: size of the CD and packaging.  The regular size allows for a larger area for messaging. Companies are widely using the business card CD size because it’s a lot easier for reporters and editors to just stick it in a pocket. As far as packaging goes, there is a plethora of options from simple and plain that has the CD cover showing to very sophisticated packaging that can contain booklets and additional information.  The choice you make for a CD press kit depends heavily on budget.  There are plenty of companies that can produce CDs for you or there is always the option to create them in-house.

Flash Drives

Many businesses are now using flash drives for their press kits.  The predominant number of editors now wants to have flash drives. It’s the most universal form that can be used with practically any PC, Mac, or open source computer. A lot of laptops now are coming without CD drives so that they can be lighter weight, which is another reason many have transitioned from CD press kits to flash drives.   Practically every computer now has USB ports that can accommodate flash drives. A good thing about flash drives is that they can be re-used.  In the spirit of reduce, reuse, and recycle, flash drives are an excellent choice.  The one drawback for the drives is that there is little room for branding— enough room for a logo and phone number. They do come in various forms such as bracelets, lanyard, and custom mascot drives.  What you do with them also depends on your marketing budget.

Online

A new wave in public relations is simply referring people to a company website.  Doing this saves money and can provide you with the opportunity to be timelier with the information that is disseminated. The drawback with online only press kits is that it doesn’t give a material reminder to reporters about your company once they get back and settled in the office.  An online press kit is ideal for press conferences that are web cast only or for technology companies such as web developers.  You need consider whether you want it to be password protected or accessible to the general public.  This is the main concern with press kits that are online.

Electronic press kits are now the norm and definitely recommended. What form that electronic press kit takes is entirely up to you depending on your industry and your ultimate goal.  However, paper/ traditional press kits should be considered when you’re in a market that is very traditional.

Five Simple Ground Rules For A Successful Brainstorming Session

Having ground rules is a good idea when you begin brainstorming session. This will help keep the atmosphere open and keep the ideas flowing throughout the session itself.  If you’re facilitating a brainstorming session, use a large sticky note to post these as a continual reminder throughout the session to encourage everyone to participate.  Go over the rules at the beginning of the brainstorming session to set the stage for the meeting and explain why you have these simple, easy-to-follow rules in place.

Respect Time

You must be respectful of time. Everyone is busy.  People don’t want to feel as if they’ve gone to yet another unproductive meeting.  Even though there will be times when people get off on tangents, it’s always a good idea to rein it back in so that it doesn’t take up the time to brainstorm the topic at hand.  If ideas don’t relate to the brainstorming topic itself, put those aside on a separate sheet of paper or white board that is your ‘parking lot.’ This ways it is noted, but understood as a separate topic and conversation.  Doing this allows you to validate a person’s input while keeping the meeting running on time.  It’s your job as the facilitator to be the timekeeper and keep things flowing.

Participation

Encourage participation. This is key. It’s quite embarrassing to host a brainstorming session and have only one or two of the people participate while everyone else just sits around. Equally embarrassing is allowing someone to monopolize the session with their ideas at the expense of others.  As a facilitator, it’s your job to ensure everyone has a voice during the meeting.  Call on folks that are quiet.  Ask boisterous people to ‘hold that thought’ while you ask for someone else’s opinion.

At the beginning of the session, tell everyone, “You are here for a reason.  You were invited to this brainstorming session because of your knowledge, skill set, and perspective. Your ideas are valued.  Please participate wholeheartedly and enthusiastically.

Electronic Devices

Phones and any other electronic devices should be turned off or silenced. Having a phone buzz or ring during an in-depth discussion or breakthrough moment can ruin the epiphany that was about to happen.  Schedule breaks during the session and let everyone know they will have plenty of time to check email and voice mail during that time.  Some folks go so far as to have everyone drop their device in a basket that gets set aside.  This may be too bold for some situations.  You’ll need to decide this for yourself and situation.  Make it clear that the brainstorming session was set up as a time to focus on the topic.  Creativity cannot flow when there’s continual interruption by electronic devices.

Equality

This is of utmost importance during a brainstorming session: everyone has to have equal importance when it comes to ideas.  Job titles need to get checked at the door. Depending on the brainstorming topic, you may have the president of a company alongside the door greeter at the same table coming up with ideas. All ideas need to be forthcoming and flowing easily. And, no idea should be considered too big or too small.  Everything should be treated with importance and appreciation- no matter who it came from.  Doing this allows everyone to feel welcome and equal as a part of the process and brainstorming team.

Go A Little Nuts!

The last rule in creating a successful brainstorming session is to welcome all ideas— no matter how crazy, wacky, silly, or ‘pie in the sky’ that they are.  Some of the wildest thoughts spur additional conversation. That dialogue can lead to additional thoughts and creative ideas that are exactly what your company needs to implement or expound on.  The key to success for a product launch, new service offering or marketing campaign can be found when you allow the looseness, creativity, and wackiness to flow.

Follow these simple rules for a successful brainstorming session and you will come away with some fabulous ideas.

Creative Postage Options To Enhance Your Direct Mail Campaigns

Postage for your direct mail— there are more marketing options and excitement than you might think. Studies have shown that direct mail pieces— envelopes, postcards, anything that you send in the mail— that has a postage stamp on it or actual postage that doesn’t look like bulk mail gets opened and read at a much higher rate. So what are your options when it comes to postage so you can increase your direct mail success rate? Read on for creative postage ideas.

Coordinating Stamps

You can use regular stamps from the post office. If you’re looking for something cost-effective and can’t afford customized postage, this is the best option for you. There are a lot of stamps in the market.  If you go online to www.USPS.com, you can order stamps online and have them delivered directly to you.  Do this in advance of a direct mail campaign so that you’ll have them in time for your next direct mail piece. There are a lot of different designs. It didn’t used to be this way.  There used to be only a couple of different options for standardized postage.  But now, there are several options. For example, if you are a wedding coordinator and need postage for invitations you’re handling for a client, there are stamps that say ‘love’ or wedding designs.  Pick stamps that match your brand at the same time you’re using the most cost-effective postage for your business. Technology companies can get stamps with innovators. Creative businesses can get stamps that are more artsy or abstract.

Customized Stamp

Businesses can also have customized stamps created. There are several services in the marketplace that allow you to make customized stamps. Find several by typing in ‘custom stamps’ in your search engine online.  Companies upload logos, taglines, and photos of mascots or team members to these popular sites. Others choose to simply print a message on their stamps. The message could relate to company values or a specific cause that the company supports. There is an additional fee for the customization in addition to the postage amount, but custom stamps are a creative and effective way to get the attention of the readers of your direct mail pieces. They are more apt to open the envelope with custom stamps.

Customized Indicia

Another type of customization is for the actual postal indicia used in a postage meter. There are different ways of creating them.  Some companies will actually make their indicia look like it’s in the shape of an actual stamp.  Others will put a message on theirs. A lot of non-profits use a customized indicia relating to donating. Companies use them to tout their mission or use a catchy phrase to get the attention of the recipient. Another thing beautiful thing about an indicia and postage meter is that it saves you money because you’re mailing in bulk and using bulk postage rates.  Don’t pay the full price for first class postage if you don’t have to.  Save the money for your marketing!

‘Dummy’ Stamps

An additional thing companies do is print ‘dummy’ stamps.  You can have one or more of these created. These are stickers the size and shape of a stamp (so that they look like actual postage). They will be positioned next to your indicia. Companies design them with different messages or promotions. The ‘dummy’ stamps might have different images of your latest campaign and some wording. Be very careful not to use a lot of wording. Doing this still gives the look and the feel of having customized postage while keeping the postage savings of your indicia.  Best of all, it still increases the response rate.

Of course you always need to make sure that you’re following postal regulations for these postage ideas. Any of these ideas will make your mail stand out. Your direct mail piece is an important, invaluable tool in your marketing communications plan.  Get creative with your postage to increase the open rate for even better direct mail results.

Using CDs and DVDs As Cost-Effective Direct Mail Pieces For Your Business

People love getting bulky materials in the mail. Once received, there’s an irresistible urge to rip open the package and see what’s inside. One of the most cost-effective things that you can do to increase your response rate (and business) is to send a CD or DVD in the mail as a promotional direct mail piece. There are many different things you can include for your clients. Plus, getting bulk CDs and DVDs produced is much easier than it used to be even a few years ago. Following is a list of ideas on what to include and some quick tips on getting your CDs and DVDs produced.

Seminars

If you’ve recently conducted a seminar that you’d like people to request on your website or that you want to share with your current prospect list, sending a CD is a great way to do that.

Programs Overview/Previews

This is a great way to get people to buy into your next program. Create an information-packed audio that also previews your next program. You can have an offer on the CD specifically for the program that is also for a limited time.

Tips

If you’re in a service-based business, some quick tips or helpful how-to’s could be included on a CD or DVD.

Video or Audio Message

This is a way of truly personalizing your connection with your client base.  They like to know that they are doing business with real people.  A message from the president or a spokesperson of a company can go a long way. This is great for universities that want to communicate a message to prospects, alumni, or donors.

Video Tour

Have a state-of-the-art facility that should be shown off? Create a video tour and put it on the CD or DVD.  This is another great one for colleges.  A campus tour could be included with interviews from current students.

Jingle

Some companies have a company jingle or a university might have a popular fight song.  These are great to include on CD.

Mascot Flash or Video

If you have a mascot for your organization, including a creative, fun flash or video with your messaging is a fabulous and entertaining way to connect with your prospects.

Checklists, Worksheets, Calendars

Handy sheets that will help people get tasks done are always great.  For example, if you’re in the lawn care business, have a checklist of all the different types of things that you should apply to your lawn. You can also include a calendar with the times of the year they are to be applied. If there are certain issues with the lawn, a worksheet to determine what might be the root cause is also handy. A school could have a back-to-school checklist and calendar and any financial worksheets.

Product Demonstrations/Photos

A video of a product in use is always a good idea so the recipient can get a feel for how your product will fit in his or her life.  Service-based businesses can include photos or videos of the team at work.  For example, if you’re in the photography business, you could have samples of your different photo examples on the CD. You could also include a video of yourself interacting with clients and deciding what shots need to be taken.

Technical Drawings

Drawings are a great way to help people understand something complex in a visual way.  For example, if you’re in the medical field and have a device that’s innovative, send a CD to other professionals in the medical field to show them how it works.

Annual Report

In lieu of sending out a great big bulk annual report (and in the spirit of being green), annual reports could be put on a CD instead. This could go to shareholders of a corporation or alumni in a college or university.

Options and Sizes

With CDs you have several different options and sizes. There are multiple different shaped CDs. You can always use regular sized round CDs. Mini CDs that are the size of a business card are popular and easily mailed. How much information you want to include on the CD can also determine the size and shape of the CD.

There are also a lot of different packaging options that you can have with CDs and DVDs. It ranges from a simple cardboard envelope to a booklet or special die cut piece that holds the CD or DVD along with other information.  There are several options to fit any size budget.

Production

Now that you’ve decided to have a CD or DVD, what do you do? There are a few production options.  You can produce these in-house if you have the proper software and printer.  Make sure that you have the right equipment that will give you a professional finish.  Most of the time, it is actually less expensive to use an outside resource.  There are CD and DVD production companies such as E Media Ink (http://www.emediaink.com) that handle production from small runs to tens of thousands to millions.  If you want to use a fulfillment company that can tie directly to your online shopping cart system, there are several options for that, such as Vervante (http://www.vervante.com).

Follow these ideas and guidelines for using CDs and DVDs in your direct mail to increase your business and your response rate.

Make a Mighty Media Section for Your Website To Bolster Attention For Your Brand

One of the most ignored sections of a website is the media section. Many times it is often an afterthought when mapping out a site’s architecture.  However, the media section can be one of the most valuable tools in your media activities. So, what should be included in a media section on your website? Here’s a list of different things that should be included to ensure that the media section of your website is working to gain your brand the attention it deserves.

Backgrounder

One thing that should be included is the company history or an overview. The press and public relations professionals call it a backgrounder.  It gives an editor or a producer a quick education on your company: how it started, where it came from, and how it has evolved.

Annual Report

If our organization issues an annual report and has it available as a download such as a PDF (portable document format) file, including it in the media relations section is a good idea.  This is especially important for public companies. This gives even more background information to the press, and provides additional information on financial standings.

Press Releases

Include current and previous press releases. Display them in a couple of different ways.  Show the current press releases at the top, most visible place. Also have an archive. Most companies archive it by year and have links to different previous years: 2009, 2008, 2007, etc.

Links to Stories

If you have them, include links to placements. For example, if you have a television channel that has posted a video include a link to that.  If there’s an online newspaper or magazine that has done an article on your company, provide a link to that. These are always good because the press likes to know that your company has buzz around it. If they see other members of the press are talking about you, then they may think that perhaps they should do too. If you don’t have links, no worries.  You can include these in due time.

Bios

There should be links to bios for your spokespeople, executives, board of directors, and directors of sales and marketing.  At minimum, the President or Chairperson’s bio should be included in the media relations section of the website.

Photos

Have photos of the company’s executive teams, board of directors, spokespeople for different product lines, or sales and marketing directors— anyone interacts with the media. Product photos should be included along with photos of product installations or demonstrations.  For example, if you sell software, show someone working with it at a computer screen. Action shots are what the press likes the best. Make sure all your photos are high-resolution (at least 300 dpi or dots per inch), downloadable, and at a size of around five inches by seven inches.

Logo

Be sure to include your company logo in a high-resolution downloadable format, in case an editor decides he or she wants include it in an article in some way.

Video

With today’s interactive and multimedia environment, it’s also great to include videos. If you have videos of your key spokespeople, events, or product demonstrations, these are great. Many companies are not necessarily hosting these on their own websites. They are uploading them onto a video site such as YouTube and having links or apps on their websites for them.

Media Relations Contact

Always make sure that contact information for your media relations person is included on the website. It’s very frustrating for someone in an editorial or production role to want to get a hold of someone so that they can feature a product or a service, but are unable to get a hold of the right person to make those arrangements.

Key to all of these suggestions is to make sure that the media section of your website is searchable. If possible, use a database management system versus straight static web coding. This makes it very easy for the trade press. Including these items in the media section of your website will bolster your media relations plans.

Brainstorming Sessions Are A Great Idea And You Should Know Why

One of the things most productive things you can do in your business is conduct a brainstorming session.  When you feel like you are in a rut and can’t get out, taking time to brainstorm is always good.  Not convinced?  Keep reading for reasons why brainstorming is a wonderful idea.

Busting Through ‘Normal’

Brainstorming provides a break from the normal routine.  Participants get to step outside of what they do on a day-to-day basis in their roles or position. It gives them a sense that their perspective is valued because they can offer fresh ideas on how the company should be positioning itself, how products should be perceived in the market, and what service offerings should be planned.

Building Consensus

Having a brainstorming session helps you build consensus within the team. Once you get a team all together in one place where they can talk and see each other’s different viewpoints, they understand each other’s perspective. Because of that understanding and new perspective, different concepts and ideas come to light.  When a team works together on a project through brainstorming, it builds consensus and cohesiveness within the team.

Getting A Commitment

People have more commitment and more understanding of the business when they’re in a team-centered type of an environment where brainstorming is encouraged. A brainstorming session is also a way to get people to participate in the business that normally don’t. Many times people sit at their desk and keep to themselves even thought they have great thoughts they can contribute. It can bring out the best in associates when they’re asked to participate.

Fabulous Ideas

And, very importantly, you also get creative ideas.  When you run a brainstorming session well, it spurs creativity throughout the organization.  People begin thinking about how their jobs affect all of the different processes and routines on a daily basis. It reinforces the importance of each role in a business. You’ll gather a plethora of ideas that will range from the simple things to make better customer experiences to the next range of product or service offerings or how to market them.

So, when you are in a rut, conduct a brainstorming session.  It can spur your next stage of success.  Quite simply a brainstorming session is a great way to get people together and working together. You need to have it properly organized and run a tight ship when it comes to the brainstorming session itself, but when you have one, it can be one of the best things you do for your business.

Pump Up Your Press Kits With The Right Material

Press kits are a very important part of your media strategy. Many situations such as trade shows, events, and press conferences call for a press kit. Having a comprehensive press kit significantly increases the probability of getting coverage.  Use the following press kit checklist to make your press kit work for you.

Annual Reports

Annual reports are a great tool for understanding a company from a thirty-thousand-foot viewpoint.  They also provide financial information that can help the media understand how a company is performing. If you have an annual report, it should always be included in your press kit.

Bios

Include biographical information on your executives, company spokespeople, and product development people. Anyone quoted in press releases or speaking should definitely have bios. Typically a bio is no longer than one page.

Brochures

An overview brochure about the company and its offerings is always helpful to educate the media. You can include a brochure that’s specific to any product, solution, or launches that are being presented should be included. Resist the temptation to include every brochure that you’ve ever produced.  The idea is to provide concise and helpful information as it’s being shown to your client base.

Company backgrounder/overview

Media professionals like to know the history of a company. It’s helpful to understand how it evolved into the company that it is today.  Historical and factual information is what should be included in the company backgrounder and/or overview. They are usually two to three pages long. It’s not recommended to have them longer as they can be too cumbersome for the media to comb through.

Positioning Statements

If you have positioning statements those should also be included. Some examples of positioning statements include information on your company supporting going green, humanitarian or charity efforts. Lobbying efforts on different mandates or laws that might happen through government entities are also considered positioning statements.

Press Releases

The most recent press release or any specific release for any product, solution, or event that’s being announced should be included in the press kit. Make sure that press releases are in the proper format and contain the contact information for your media relations professional so that the press can easily contact him or her with follow up questions.

Photos

Include any photos of products, people or action shots of products in use in your press kits as much as possible. Don’t overwhelm the media with too many photos, but make sure there is some variety to choose from.  Make sure that they are high resolution (at least 300 dpi or dots per inch).

Videos

Videos are becoming increasingly important as media outlets are including it beyond just the television set.  Media entities like newspapers and radio are now posting video on their websites. If you have videos news releases, product demonstrations, background information, or testimonials, include them in your press kit.

Using this checklist as a tool for what to include in a press kit will help you with your media relations strategy.

Make Your Direct Mail Campaign Easy With This Direct Mail Success Checklist

Direct mail is a great way to drum up business.  Use the following checklist to ensure your direct mail success.

Mail List

When creating a direct mail campaign, have a good mail list of customers and/or prospects. Using an in-house customer list is ideal. You can choose to purchase lists from a reputable list broker.  If you’re in a niche B2B market, buy a list from a trade publication. Get only the proper titles and regions you need so that your postage and printing bills don’t go through the roof!

Offer

When you develop direct mail, have a simple offer that is easy for people to understand. Things that are complex or confusing will deter responses. Your offer needs to be clearly understood in your copy, headline, and anywhere that it is mentioned. If you have offer codes make sure they are mentioned both in the copy and prominently displayed elsewhere.

Design

Use a design that makes the person want to read more. Find graphics that get someone’s attention. The overall design should match your overall brand. Also, take into consideration any postal regulations. Leave enough space for promotion codes, coupons, etc. And, don’t use too many type fonts; make sure they are complimentary to each other.

Copy

Do you have a headline that grabs attention? Is it compelling enough to make them want to read more, pick up the phone, or go to a website for your offer? Copy should be easy to read and understand. If your offer is too complex, your potential success rate is reduced. Repeat the offer in your copy so that it’s clear.

Repetition

If you’re considering doing direct mail for your business to promote your products, services, or special offers, create campaigns around overall themes. Be timely and repetitive to generate a top of mind awareness for your brand.

Following this checklist should help you create a campaign for your direct mail that will be successful.

Keep The Creative Ball Rolling And Win The Marketing Game

It’s hard to be ‘on’ all the time when it comes to marketing ideas. Keep the creativity flowing and your marketing growing.  If you’re in a rut and need a creative jumpstart, do some of the following.

Look at competitive websites.

Looking at competitor’s websites (and even related company industries) can spur ideas for how you could be doing things differently. Read customer testimonials to help you find out what specific things clients are looking for.

Read about what your clients have said about you

Gain insight into the reasons why people are buying. These can give you some “Ah-ha!” moments that provide the little nuggets that you can focus on in your marketing campaign.

Put yourself in your clients shoes

You can ask yourself how the advertising, direct mail, e-newsletter, website, and any type of collateral you have like a brochure is perceived by the customer. Think of yourself in their situation. Think of yourself in their daily routines and ask yourself, “Is this something that emotionally connects with me so I would want to buy this product or service?”

Get out of your cubicle and go brainstorm

Brainstorm with someone that is a trusted adviser. Sometimes picking up the phone or just walking away from your desk and having a conversation with someone for five minutes can really spur your creativity.

Seek creativeness

Find creativity that’s not related to what you do, but gives you an appreciation for creativity. Listen to different kinds of music. Go see art. Watch a movie. Go out and dance. Get some exercise. Make dinner. Invite friends. Converse with someone you barely know. You never know what kind thoughts and ideas can come about.

Most of all, what you need to do is trust the process. Trust that the idea will come to you at the right time. You need to remain positive and enthusiastic. Keep asking yourself, “How can I (my company) be of service? How can I be of better service to the clients I have?”  Do this and undoubtedly the creative marketing ideas will flow.

Next Page »