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Inspiring Ideas to Strengthen Your Brand
As marketers, we know that a down economy can sometimes mean reduced marketing budgets. When company revenues slip, management looks to eliminate expenses and marketing budgets are often a likely target.
However, the irony of this situation is that an investment in marketing is essential to generating sales and winning new business. Taking a short-view on your marketing budget could be detrimental in the long run. As your competition cuts back on programs, the companies that actually maintain activities create a competitive advantage by increasing their share of voice.
Enlightened managers have figured this out. Rather than cut marketing spending, they are focusing their budgets on programs that deliver impact, generate awareness, and are measurable—like public relations. At Karen Morstad & Associates (KM&A), we believe the time is now to help companies create and implement public relations campaigns.
How to get your company's brand and message in front of as many eyes as possible:
- distribute news releases
- pitch your company's story using various angles
- help editors, journalists and producers fill their pages and air time with salient, newsworthy information about your company.
As sales cycles take longer, it's even more critical to stay top-of-mind with potential new customers. The greater the number of customer touch points—newspaper and industry trade articles, e-newsletters, and company spokespeople appearing in the media—the greater the likelihood new business will result. Consider this: a well-written, concise news release about your company, distributed via a highly economical newswire service, can reach thousands, if not millions.
To learn more about what public relations can do for your company, please contact Emma Robinson at KM&A at 203-661-1090 or erobinson@karenmorstad.com.
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