Archive for the ‘Marketing’ Category

The Fine Art of Press Release Writing

By Amanda Bala

Looking for a good way to get free publicity for your business? How about writing a Press Release? This is one of the best ways to get your company exposure without paying a cent. In this two part series, we will explore 1) press release writing and 2) the best way to distribute a press release. So, get ready to write your first stellar press release!

Press release writing is a very different style of writing than blogging, articles, or really anything. There are key components that you must have in your press release, not only to get it published, but to ensure that the people you distribute it to actually read it.

The Style: Most forms of writing are descriptive, or have a personality. This is not true of press release writing. Instead it should be clear, concise and factual. Reporters, Editors, Journalists, etc. do not want to waste their time reading fluff. They want the guts of the story… and they want it quickly.

The Headline: This is the most important part of your press release. In this one sentence, you must state exactly what the press release is about as well as command the attention of your audience. The headline must be clear and to the point. It is not artsy, not cutesy. It grabs your readers’ attention and tells them why they must keep reading.

Sub headline: Although a sub headline is not always necessary, it can be helpful. This is the sentence where you can elaborate on your headline. The people that are going to be deciding whether or not to publish your news are not going to spend a lot of time on reading the release unless they are interested from the beginning. You have a very small window in which to catch their attention. This sentence can help you do that.

First Paragraph: Start this paragraph off with the date and the city that the release is originated. The first sentence must enforce the headline. Then the next 1 or 2 sentences can elaborate. All the pertinent details must be in the first paragraph or at least bulleted under it. You want this to be concise and to the point. No creative adjectives or fluff. This paragraph does not need to be long. In fact, the shorter, the better (2-3 sentences).

Press Release Body: The rest of the press release should elaborate and reinforce the first paragraph. Only write the facts, do not use creative language, and don’t lace it with industry jargon that no one understands. Another beneficial addition to your release is a quote from the CEO or other important person that will give credibility. For example, if you are writing a press release about a charity fundraiser, getting a quote from the head of the charity would be helpful.

Boilerplate: This is technically the “About Us” portion of the release. It should include all the relevant information about your company such as the mission, address, phone number, and website. Again, this is all fact and no fluff. It is short and strictly informational so the reader can know your organizations pertinent information without having to call you or search for it online. This boilerplate should be included on every press release you write and identical on each one.

Now that you are aware of the finer points of press release writing, join us next week for our article: Distributing Your Press Release: What You Need to Know.

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What’s the Scoop on Those QR Codes?

By Amanda Bala

Have you seen a QR code? My guess is that you have, but you may not have known what it was. QR codes have been popping up everywhere on different products, art, tourism and now even in marketing. So, what exactly are they? In short, they are bar codes, similar to those you see on packages in the supermarket or other stores. A QR code (short for Quick Response) is a specific two-dimensional barcode that can now be read by smart phones. You need to download a QR code application and just snap a picture of it with your camera (phone). From there the code will be decoded. The code consists of black modules arranged in a square pattern on a white background. The information that is on the QR code can be text or other data and can be decoded at very high speeds.

These codes originated in Japan, but are starting to catch on in the US and other parts of the world. At first, the QR codes were being used in vehicle manufacturing, but over the past several years their uses have become very diverse. And now through mobile tagging, you can get information from a code via text message, vCard or smart phone application.

QR codes can store addresses, website URL’s, product information and much more. They can be put on packages, in magazines, on billboards and signs and just about anywhere else a person might look to get information. For example, a quick scan of a QR code, you could get all the nutritional information to compare two different brands of food. You could scan a QR code on a brochure and get the data about a specific place. You could scan a QR code in a magazine to find out the price, ingredients and where to buy specific make-up. You could scan the QR code of a restaurant and see their menu, prices, etc. The applications go on and on. There has even been some very controversial talk that someday people may have QR codes. Just take a scan and know all there is to know about that individual. Scary? Maybe a little… but maybe the future.

Not all smart phones have QR code reading capability. This is a technology that has been slower to catch on in the US then in the East. However, if technology has shown us anything, it is that it is always changing. QR codes may very well be the future in marketing and product advertisement.

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Making Your Event Sizzle

By Amanda Bala

Now that you know how to plan a great event (It’s My Party and I’ll Plan How I Want to?), there are other issues you will face as event time draws closer. Once you have chosen the time, date, audience and venue for your company event, the next item on your list should be advertising and promotion. We have put together some advertising and promotion tips as well as ideas on how to make sure your event comes off professionally and runs as smoothly as possible.

Use many different forms of advertising to promote the event. There are the obvious channels that you can use to promote your event such a television, radio and print. However, these can be costly. Make sure that you determine if these forms of media will be beneficial in getting to your target audience. You can also list your event in the events section of your local newspapers, on local television stations’ events pages and on their websites. Most times, there is no charge to do this.

Don’t forget social media! You should have a landing page for your event, especially if it is a larger event and promote this landing page. If you promote the event online, provide a link directly to this landing page. Once you have a page created, make sure to list it on sites such as upcoming.yahoo.com and eventful.com. These specific sites showcase upcoming events. Also, you want to put an invitation out on LinkedIn to your fellow business friends. Lastly, be sure to use your company Twitter and FaceBook pages (if you don’t have these, you should create them!) to periodically promote the event. You want to start at least a month before the event and post one to two times a week about the event. Be sure to give tantalizing information that will make people want to attend!

Keep your event running smoothly. This seems so obvious, but you would be surprised how many opportunities for success people miss during their event. First, be sure to set aside enough time at the beginning so you can mingle and network with your audience. You do not want to separate yourself from your audience. You want to interact with them and be personable. Next, be sure that you are aware of everything that is going on throughout the event. Make sure that you are on the up and up about the venue, the staff, the food, beverages, etc. The last thing you want is for the audience to be focused on these things rather than what you are saying. If need be, hire someone to help you here since you might be presenting and unable to give this the proper attention. Lastly, be sure that everywhere people look, your company name and logo are featured prominently. You want people to leave thinking of you and your business!

Event time for a business should be all about who you are, what you stand for and how you benefit your audience. This is a time to allow your company to shine. Have fun, keep it exciting and people will have good time and come back for more!

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