Marketing Works Today latest news: Author Services & BlogTalk Radio via @flipboard @BrandJournalism
Integrated Digital Marketing & PR Consulting from Brown Ltd.
August 3, 2013 • 9:05 am 0
August 18, 2012 • 12:25 pm 0
Here’s a solution in addition to your normal search activities.
Think of yourself as a product or service. What would you do if you had to market it? Implement a low cost integrated marketing and public relations strategy.
Create a content marketing program about you and your field. Become known as the authority on the subject.
Aggregate, curate, and create content yourself. Your channels for the content will be:
– Your Website
– Your Blog
– Your Email List (Subject Newsletter You Send Out Weekly)
Network to Get Work
This is known as an inbound marketing program. Get followers and collect email addresses to expand your subscribers and network.
Next, look for speaking opportunities to solidify your expertise. Interact, connect, get followers and friends.
As you grow the press will start to follow you. This takes time. It won’t happen overnight. But you’ll be spending your time wisely keeping up-to-date on your field, making more contacts, and making yourself more valuable.
Next thing you know, you’ll be employed or at least have clients. When you think of yourself as a product or service, your search expands to bigger and broader opportunities.
Learn more about content marketing here:
If you need help, contact us and we’ll set it up and teach you how to do it: www.BrownLtd.com
Email and Follow Us To Learn More
Remember: Mike Means Business!
About Me: www.about.me/RMichaelBrown
Freelance Writing & Producing: www.RMichaelBrown.Wordpress.com
Marketing Works Today: www.BrownLtd.Wordpress.com
Facebook Page: www.facebook.com/BrownLtd
May 25, 2012 • 2:32 pm 0
They need to let go.
Gone is the time when you could rely on your business doing a simple advertising and PR mix, based on placing ads, sending press releases, and working with reporters to get your message out. It used to be that customers would find your information in traditional media and then make purchase decisions based on your ads, your media stories, and your sales person’s recommendations.
They might have even checked out your website. Customers want more information than that now. They want to feel safe in their decisions. They want recommendations from other customers. And they want it instantly.
A dramatic shift toward one-to-one communication is happening. The net makes it possible. Now it’s digital first. Businesses must be in the publishing business to survive.
Click the Link Below to Download the Brown Ltd. Marketing and PR 2.1 Executive Summary to learn more (PDF: 3.6 MB)
Marketing and PR 2.1 Exec Summary
January 2, 2012 • 4:03 pm 5
However, when an executive committee says do it, there is no choice. The proposed event keynote speaker just said yes. It was a major “Get” and the committee didn’t want to wait.
What to do?
The press was barely at work. The public was occupied with other things – office parties, family gatherings, holiday shopping and preparations.
There was no point in sending out a news release. Email was useless. Who was going to read their email on that Friday night or over the weekend before a holiday week?
The only choice was our website and social media. So that’s what I did. Did it work?
Read on to find out how success happened, and who I had the pleasure of announcing.
Let’s take a short step back. Your website and social media won’t work without being prepared beforehand for success. Your traffic level on your site must be high to begin with. You must have a lot of the right followers on social networks BEFORE expecting a positive response to anything you will announce.
Both are required. Without it, you could announce the most important event on earth and nobody would hear about your important news.
To build website traffic and your social network, it takes a fair amount of humility, understanding your potential audience, and passion.
Humility, because at first you won’t have any traffic, friends, or followers. Time to get to work.
Understanding, because if you don’t know who your audience is, you won’t be able to attract them. Go find them where they hang out on Twitter, LinkedIn, Facebook, Google+, or wherever their Internet homes happen to be, and start humbly interacting with them thinking of ways to help. Remember add value to them, not you. Your goal should be to help them. Followers, friends, and email addresses will start to build.
And finally passion: you have to add value to your audience – a lot of it. That means thoughtful content development. That work is not free. It takes time [I assume your time is not free of charge], resources, and talented partners. Without passion for the subject matter and helping others, you will never be successful, because you won’t make the decision to spend the time developing the content and relationships you need to make great media.
Now back to the announcement. In our situation, all three have been fulfilled. It took over two years because this audience is hidden behind a wall of assistants, gatekeepers, and technophobic users whose average age is in their 70’s.
Impossible? So are most of your marketing situations in this economy. Find a strategy that will work for yours using the three principles I’ve outlined.
When Monday rolled around, the analytics report showed we had pretty decent traffic on our website and in social media channels considering the circumstances. I decided to go ahead and send the announcement out to our email list, rather than wait until after New Years.
The marketing mix was primed with social media and our website. It was time to see who was listening during a holiday. I announced our event speaker, Tom Brokaw, using our strong email list to residents, influencers, and gatekeepers in the Town of Palm Beach. This exclusive list took over two years to build.
The results: By end-of-day Tuesday, we had over $48,000 in ticket sales and commitments.
I continued to work social networks about the event, especially Twitter and Facebook. Our “This Week in Palm Beach” e-news aggregation followed up the announcement to add more value to followers on our list. The news announcement on our website has had more viewers than any other news item – ever.
Within a week the momentum continued with increasing traffic and sales. I still had not sent out a news release and a major local magazine saw our announcement and asked to do a feature story about Mr. Brokaw a month before our event, promising to mention the event. You can’t have better earned media.
The answer to the question, “Does Email and Social Media Marketing Work?” is yes. The situation could only have been worse if a major news story had taken over everyone’s attention. But, baring that, with the proper preparation for success this announcement has convinced me that on it’s own, email and social networks can work. But consider your timing for even MORE success!
The next steps in the marketing mix are direct mail, news releases and pitches to the media, and much more. In the current economic environment, I would NEVER rely solely on email and social media marketing; but, as an initial effort, it works!
February 19, 2011 • 11:48 am 1
I was recently asked to speak at a trade association conference being held at The Breakers in the Town of Palm Beach.
It was a great group and it gave me the chance to explain:
Click below to see the presentation. Let me know what you think! Did I miss something? Anything to add?
January 9, 2011 • 12:21 pm 0
I’ve always found that the cost of an in-house agency is about 1/3 of the cost of using an outside agency. I operate exactly like an outside agency, having a core group of hands-on managers and creatives and using the top freelancers and sub-contractors just like an outside agency does.
Cost is Important – And Other Reasons Too
In an in-house agency, our time to produce and roll out content and campaigns is much shorter. We know the customers and their hot-buttons, subject matter, the benefits of our products and services, have the internal and customer contacts, can get teams together faster, get approvals quicker, etc.
We don’t have to constantly get an agency(s) up to speed and arrange formal approval sessions. Often, we just quickly, and many times informally, meet the division president or principle that needs the content for a quick one-on-one, and approval is done. No outside agency has that kind of access or speed.
I built an in-house TV & Multimedia Studio at Motorola (Business & Government Division) and the cost to run that became 10% of what it costs to go outside. In fact, we spent $5 million to build the studio and equip it and paid it off with savings in less than 2 years. It would be shorter now because of the lower cost and higher quality of broadcast quality equipment and software. I’ve replaced a post-production system with less than $1,000 in software on my laptop.
See the Quick Case Study below for an integrated in-house agency example.
No Such Thing as a Free Lunch
As a CEO or marketing executive, you may like those lunches and perks that the outside agencies provide; but, you’re the one paying for them with your own budget.
Bottom line, in-house agency cost per customer acquisition is much smaller than using outside agencies. Our cycle time is shorter. And our brand awareness and equity expands much faster.
I understand that not everyone can afford a full-blown agency or a TV studio for his or her business. However, hiring 2-3 key hands-on marketing and PR folks, with agency experience – and that also produce content for you in-house – will help you get the benefits for about 1/3 the cost of using a strictly external agency.
In-house works especially well when you use an integrated marketing strategy that includes brand journalism, social media, and measurement systems.
Brand journalism is one of the best methods for getting believable content to stakeholders, prospects, and customers. Producing that content from the inside makes more sense. There are so many moving parts and interactions, it’s hard to get a great story from multiple sources using an external agency.
When you concept, create, distribute, and measure in-house, your results are more believable. I’m not saying every external agency is like this, but they have a financial interest in getting you to buy more media. They make more money. I’ve seen campaign measurement results from outside agencies that were spun to recommend a larger media buy. The goal of an in-house agency is to CUT cost. The goal of an outside agency is to MAKE MORE MONEY for the outside agency.
Quick Case Study
As an example: When I took over DiVosta Homes and then eventually Pulte Homes and Del Webb in Florida, we had 80 actively selling communities in the state. We needed to sell over 4,000 homes a year for over a billion dollars in sales.
The annual marketing and PR budget for Florida, broken up in 7 divisions around the state, was over $20 million. There were a dozen external agencies involved with the local divisions. I moved all the marketing and PR in-house and had 7 people total: graphic designers, writers (including me), traffic manager, and media buyer (me) to produce and place content.
We did web, email marketing, newspaper, magazine, radio, TV, outdoor, pitched stories to the press, events, etc., all in-house with some outside freelancers. We produced hundreds of ads and stories every week… placed thousands every month.
The first year we cut $9.8 million from the marketing and PR budget, almost half. We went from $3,000-$7,000 in marketing expense per home sale to less than $1,200 per home sale. Our cycle time was much shorter to concept, produce, approve, and place. All done with 7 great in-house people – and sales continued without skipping a beat.
In fact, when I took over they had 70,000 qualified contacts in their prospect system. After the first year, we had over 300,000. That’s results.
Think about it… those 7 people replaced a dozen expensive agencies.
In today’s world, it’s all about content marketing. Getting out your honest and clear message by creating once, and publishing everywhere – and doing it for the lowest cost is the formula for success.
Contact me if you want to learn more: MikeBrown@BrownLtd.com
I've had a lot of titles [Director of Marketing, Communications Director, Advertising Director, Multimedia Producer, Managing Editor, Reporter, Copywriter]; but, I approach every project as a digital producer... what does the audience need and how can I deliver it most effectively and for the lowest cost?
Sometimes I write with pictures or video, sometimes with words. I always keep the goal in mind: sales, leads, traffic, a better brand image or awareness, or just a really good story, etc.
Yeah I create content for money. But you'll see from my background that I'm way better at making money for others than I am for myself.
I wish I had 1%. I'd be surfing with my kids all the time now.
Contact me and I'll make some for you.
R. Michael Brown
Marketing Consultant, Public Relations Consultant, Freelance Writer: West Palm Beach, Florida
"I help organizations increase sales, and pump up the value of their brand, using media, for the lowest cost per customer."
Digital Marketing and Public Relations consultant, writer, and producer with over 20 years experience launching brands like DiVosta Homes, IBM Multimedia, Nextel, Motorola business and government sector, and SunFest Jazz Festival.