Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

Print can work as part of a marketing and PR strategy. See when!

A good integrated marketing and PR strategy must incorporate the media types and channels that best fit the audience for a product, service, or situation.  Many times print is a great fit. 

The key is to have a measurement system so you can validate or change tactics to spend the lowest cost per customer.

One example of print that works for real estate marketing: Direct Mail.  It works in almost every situation. A time it DOESN’T work is when you are trying to attract international buyers.  Direct Mail would be crazy in that situation because of the cost.

Another example of a situation that works for print: Newsletters targeting older (60+) and very wealthy buyers.  Many in this demographic don’t use the web, email, or if they do, don’t know how to open attachments or have assistants do their email for them.

A great example of print that works for the 50+ market is “Where to Retire” magazine. With an ad they have a reader response card. The magazine sends you mailing labels and a spreadsheet so you can follow-up with people that checked your box on the card.  Great measurement system!  This magazine is one of the most effective I’ve used for new home buyers or to advertise an area or community.

One of the best post’s I’ve seen on print as part of your marketing and PR strategy.

Post below from a great content marketing strategist: Joe Pulizzi:

http://blog.junta42.com/content_marketing_blog/2010/03/rethinking-print-as-part-of-the-content-strategy-fortune-apa-proving-print-is-not-dead.html

Filed under: Integrated Marketing & Sales, Marketing Measurement, Print, , , , , ,

In 2010, social network advertising and PR will integrate with other types of advertising

Brown Ltd. is advising clients to act on the following advice in 2010. 

• Integrate Social Media Into Your Advertising

– Find Customers, Where They Are, Online

– Contact Your Repeat Customers (easier to keep than get): LinkedIn, Facebook, Twitter, etc.

– Prospect for New Customers Based on Your Best Customer Profiles: Groups in LinkedIn, Facebook, etc. I create “Personas” to help identify other customers that match your best customers.

– Create Content Once – Publish Many Places

– Use the One Campaign, One Message Technique and A/B Test: Don’t Sell – HELP!

– Use the Mixed Media in Multiple Channels That You KNOW Your Customers & Prospects Use

– Separate Landing Pages & 800 Numbers for Each Channel to Measure Results

– In Addition: Social Ad Networks Will Expand

Expect more momentum behind advertising that is targeted based on information from social network user profiles. News Corp.’s Fox Audience Network (FAN) and services from startups 33Across, Media6° and others are already up and running. Meanwhile, some advertisers, such as Discovery Channel, have tested ad formats that are personalized on the fly by using Facebook profile data. 

Search Advertising 2008 - 2014

 

  

  

  

Continue Search Engine Marketing and Target the Right Social Networking Sites and Groups in Those Sites.
I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). 

• News Release, News Release, News Release at Least Twice a Week. When you are successful at this, the press will come to you – the expert. 

• Expand Your Content Marketing Strategy. Helpful Content is King and It Makes You the Expert in Your Field.
– Twitter is Expanding. Make Sure You Follow the Influencers and More Importantly, Get the Influencers to Follow You.
– Think Beyond the Desktop. Mobile is Moving Into the Mainsteam! 

> Look to the 55+ Age Demographic for Internet Usage Increases. Does your product or service “fit” the 55+ market? Internet usage will continue to rise, as consumers find more ways to access the Internet. Plus they have CASH. The continuing proliferation of laptops, smartphones and Internet-enabled TVs, MP3 players and gaming consoles will be the main force behind this trend. Teens and young adults are already active Internet users with many devices. The change will be seen among adults ages 55 and older, many of whom have always had an interest in consumer electronics and now are discovering social networks and other media. 

• Traditional Off-Line Media Must Have Online Measurement Components.  Set Up Separate Landing Pages and 800 Numbers For Each Channel/Ad. Measurement Saves You Marketing Budget. 

If you need help implementing this advice, contact me! mikebrown@BrownLtd.com

Filed under: Lead Generation, Social Media Marketing, , , , , , , , , , , , , , , ,

Marketing Works Today

This blog is to help you learn how to connect with customers. The goal is to show you how to get the most qualified leads, traffic, relationships, and sales for the lowest cost/customer. I'll write and aggregate content that relates to the goal. You're welcome to subscribe, comment, and post. Send me your news tips!

What’s In A Title?

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.

Mike Brown
www.BrownLtd.com
MikeBrown@BrownLtd.com

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Search Engine Advertising

I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). Contact me to create your campaign! MikeBrown@BrownLtd.com

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.

MikeBrown@BrownLtd.com
561-756-1674

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