Visitors will find previous editions of ePerini Newsletter in this archive.
Perini & Associates is a full-service public relations and marketing firm. Review ePerini for ideas, tips and research relating to all aspects of PR and marketing. When ready, give us a call and we can guide you.
Remember, we are taking public relations to new levels!
by Michael Perini, ABC
periniassociates
Simply put, if you have a business, organization or advocating an issue today, you need a website. Nothing more to write. Ok, maybe some reasons to convince you!
First, in the U.S. alone, the number of internet users (approximately 77 percent of the population) and e-commerce sales ($165.4 billion in 2010, according to the US Department of Commerce) continue to rise and are expected to increase with each passing year.
Second, people just aren’t using phone books like in the past.
Third, recently all three major search engines are targeting search queries towards local even when a user doesn’t include a local modifier.
At the very least, every business, organization and issue advocate should have a professional looking and well-designed website that allows users to easily find out about them and how to avail themselves of their products and services. Later, additional ways to generate revenue on the website can be added; i.e., selling ad space, drop-shipping products, or recommending affiliate products.
Here is a list of what a website could offer. Add anything we missed, please.
Products
Services Specials
Information
Mission
Staff & Bios
History
Affiliations
Locations
Frequently Asked Questions
Instructions
Technical Support
Updates
New Products
Price Changes
Order Forms
Requests for Information
Promotions
Coupons
News Releases
Fax on Demand
Intra-Office Communications
Advertisements
E-Mail
Research
Newsgroups
Audio & Video
Maps
We can help develop a website for you that is effective.
Here are more thoughts that I have posted about website design. Click here.
Remember, the internet has become a vast resource of information. As we look toward 2012 make it your New Year’s resolution to have a website.
by Michael B. Perini, ABC
perini & associates
A great public relations tool to develop and maintain relationships is hosting a pre-opening reception. We just lead an effort recently for a upscale business that had moved to a new location. The tips below work for any type of business; small or larger. And, these ideas work regardless of type of industry.
First, why go to the trouble of putting on a special event? Here are three great reasons.
1. To express appreciation to your employees.
2. To thank your vendors and sponsors.
3. To build that all important “fan” base.
Sure, this activity takes time but in the end, if done right, will create buzz about your business and drive customers to you.
These few small adjustments to your pre-opening reception can have a huge impact. I recommend you follow this advice to fast-track results.
1. Start with a plan. Sit down and prepare a written plan to use as a roadmap. The plan will be a great tool in keeping you and your team on track. There are lots of moving parts and you need to be sure that you stay on top of all of them.
2. Decide on a time and date. A critical element is choosing the right time and date. This means having your facility ready; open for business. Meet with the general contractor and get a commitment that all will be ready for the reception. Also, spend some time looking at the community calendar. Try an avoid conflicts with other activities if at all possible. Pick a start time that lets folks get from work and maybe freshen up a bit, especially for an early evening affair.
3. Inform your staff. Meet with employees. Share with them your vision for the reception and explain why it is important and what their role will be. A discussion on proper attire and protocol will take an ordinary event and turn it into an extraordinary one.
4. Think logistics and think again. Food. Refreshments. Parking. Hostess. Music. Sound system. Outside signage. Inside dazzle. There are numerous moving parts and selecting the right vendors can make an average evening go to A+. Success is really in the details and many businesses aren’t willing to take the time or spend resources here. Don’t cut corners as logistics is the fuel for a successful outcome.
5. Add 1-3 special “party favors”. When guests arrive have something for them to do; to take home. At our last affair we had a small clipboard that we handed out at the door to be used as a gift registry. It also served a purpose of updating customer information and showing to the customer that the business owner really cared about their preferences for purchases. We also tagged items with special flyers to publicize an upcoming auction. Finally, a piece of chocolate with the logo of the store was presented to all as they left the affair. The key with favors is selecting those that add to the reception and are fun to accomplish. Don’t over due this as the list is endless. Again, one to three is enough.
6. Give a thorough cleaning to your facility. Dusting. Sweeping. Cleaning the restrooms. Power washing the entry way. I know this seems basic but again, I can’t tell you how this is often not thought of till last minute. Think of it this way. If you invited guests to your home you want your house to be seen in the best light, right? This same high standard goes well when hosting a pre-opening reception. It is all about first impressions.
7. Come up with a guest list and add to it if necessary. Lists can vary from 50 to 200 and maybe more. Early on you have to decide how many would you like to invite. This reception is a VIP affair and the numbers should reflect this fact. Start with your current customer data base and then add community representatives, i.e. nearby business owners, local government officials, chamber of commerce and other organizational leaders. Once the invites are out the buzz will begin. You are likely to get a call from someone who feels that they should have been invited. Work this call delicately but the goal should be, if at all possible, to add them to the list. In the end, if you miss someone special, then host a unique reception later on with those people and build that negative into a positive activity for your business.
8. Design an invite that reflects your business. Hand addressed envelopes are preferred with the invite. The invite should be designed by an experienced PR/Marketing graphic designer so that the product integrates other business materials for a consistent look. The goal is to put the invite into the mail 14-21 days from the event. Any later and you will have nightmares wondering about the total numbers which are necessary for all those logistics (Food, refreshments, etc.) mentioned earlier. Be ready to forward your invite via email and have enough printed copies for anyone who comes into your business that might not have been on your list.
9. Give a “pre-game” talk and set up a slide show before you open doors. Yes, a prep talk is necessary. It gets everyone into the event and allows for questions and last minute adjustments. There won’t be time to go over things once the doors are opened. Also, a very useful tool is to produce a slide show that contains images and information about the business. Also, a great way to thank customers and sponsors. Brainstorm with staff on photo ideas and messages to be used. Project the production on TV monitors placed throughout the facility. This product has “shelf life” and can be used for other occasions.
10. Mingle, mingle and mingle again. A business owner meeting and greeting each person at the door adds a special flair and clearly shows the importance of each guest. In addition, time should be set aside at the halfway mark for several minutes of remarks by the host. A toast or two should be considered. Most attendees will expect some kind of “official welcome,” so go ahead and plan for it. Have the key messages written down on the back of a business card or small piece of paper so that they can be easily referenced just in case of stage fright. Yes, it happens and you don’t want to wish you had said something but couldn’t remember in that moment. Thank all appropriately but also use the venue to highlight upcoming business activities.
One last tip. Take photos. Shoot video. You will go home tired and excited about a successful reception but the work doesn’t stop when you turn out the lights and lock the doors. Follow-up is vital and having good photos/videos will be useful. I will share some thoughts on next steps after the pre-opening reception in an upcoming post.
Finally, if you shore up these 10 areas you will have a successful event that will be the conversation for some time and drive your business to new levels.
If we can help, please call.
by Michael B. Perini, ABC
perini & associates
Government contracting is a complicated process and successful business development is key to creating the relationships that will open doors to winning contracts.
Here are some useful tips — “The Important Dozen”.
1. Seek a public relations expert.
2. Think like a reporter.
3. Have a good story…then TELL it!
4. You need a great message!
5. It isn’t just about churning out proposals. That is the first step, sure, but not the last one.
6. A PR consultant can help a company from being considered a “novice” business by avoiding these mistakes and helping with charting the correct course:
7.Give it to the pros. You go to a doctor when you are sick. You seek a lawyer when needing legal advice. So, ask for assistance and do not do PR yourself.
8. Do not be inconsistent. Pleasant persistence pays. A PR pro can assist you with the strategy and tactics for staying in touch regularly.
9. Public relations experts can help with positioning stories in proper print, electronic and Internet locations.
10. Be smart about “delivery vehicles” – traditional and new media.
11. Your company needs a crisis communication plan – before the crisis!
12. Take the binders off and see that there is a key. marketing’s role in driving revenue, gaining market share and shaping mindshare!
EXTRA! Shaping what contract officers and decision makers think of company “X” is a particular strong suit for a public relations consultant.
Perini & Associates is CCR-registered. If you need assistance with the PR challenges when seeking government contracts please contact us.
by Michael B. Perini, ABC
perini & associates
Public speaking often takes the #1 spot as a phobia or fear. This intense anxiety prior to, or simply at the thought of having to verbally communicate with any group can cause physical distress, nausea or feelings of panic.
I have had the opportunity to be both a public speaker and the individual drafting up comments to be delivered by someone else — from U.S. Presidents and general officers to small business owners and non-profit leaders. An estimated 75% of all speakers experience some degree of anxiety/nervousness when public speaking, according to Communicating for Results: A Guide for Business and the Professions/Edition 8.
I know I have felt some uneasiness just prior to stepping to the stage but have been able to overcome this distress with experience. Organizations such as Toastmasters International, POWERTalk International or Association of Speakers Clubs (in the United Kingdom) are great sources for training and gaining the confidence to reduce the fear to manageable levels.
Writing a speech, can for some, be an equally daunting task and can seriously add to the discomfort associated with public speaking. As I mentioned, I have written numerous speeches for all organizational levels and all possible public events. Here are tips from my many years of perseverance, perspiration and inspiration. There is nothing better than to start with a blank page and end with a standing ovation.
Again, as a formal speechwriter I’ve studied many speechwriters and many public speakers. In my opinion, the best was Abraham Lincoln, and his best speech is the Gettysburg Address.
I would like to hear from you. What essential speaking tips have you learned? What are your favorite speeches? Speakers?
Remember, we are here to take your speaking ideas from blank paper to standing ovation.
Michael B. Perini, ABC
perini & associates
Deciding how to do public relations can be a difficult task. The world of PR has changed dramatically in the past several years due to the instant nature of communication brought on my mobile technology, the need to build stronger relationships to drive business and any “call to action” and the global aspects of the right messaging, i.e., every story is now global.
Look, we know it’s a tough time, but now more than ever there is a need to manage conversations. In spite of the recent difficult economic times organizations, according to a recent report from Forrester Research, are now increasing their PR and marketing budgets — up 6.7 percent over last year.
The recession coupled with falling readership of traditional media, the rise of online resources and the emergence of digital networks have lead to dramatic changes in the PR industry. More than ever it is time to have a professional practitioner conduct an “exam” or better worded an ASSESSMENT.
The Communication Assessment Tool (CAT)© developed by Perini & Associates is a useful process to analyze the communications environment within an organization. The tool can assist with a special event activity or even issue advocacy. The tool works for start-ups, non-profits and businesses of all sizes.
The purpose of the tool is to accurately provide a business owner, CEO or organizational leader with a roadmap to integrate public relations strategies, tactics and procedure to build brand awareness and credibility. Connecting with target audiences through various tools/outlets is an organic method of communication. Doing so enhances brand loyalty and influence to create a demand for your product/service/support or event attendance. However, you need help in establishing a solid baseline. In other words, finding out the health of the “patient” before a road to recovery is chartered. I often tell folks I am trying to find out if you need “two aspirins or open-heart surgery! ”
It is important when going through the assessment to be honest in responding to the five areas listed:
The CAT tells you the “why” and makes recommendations that are directly in line with your broader organizational objectives. Below is a list of important areas or “Practices” that are analyzed. All must connect or converge to be effective in driving success and jumpstarting PR.
By taking full advantage of every available channel, working with the client and understanding the target audience a organization can achieve outcomes that are transformative.
The results of the assessment are analyzed, a report is prepared and recommendations with a realistic timeline are included.
So, you want to know how to do public relations? Start with an assessment. Doing so will increase your success. We can conduct the assessment in person, phone or internet connection.
We have talked before in this blog about branding. Here are several of my past posts on this important topic.
Elevate Your Attitude: New Woodland Park, CO Brand and Marketing Strategy
This article in the May issue of Computer Arts details the trials and tribulations of Starbucks brand. This is the 4th brand refresh that Starbucks had had since it was founded in 1971. To mark its 40th anniversary, the coffee chain went back to its roots. Read more below. Move your mouse over the page to find the “inside” box.
by Michael Perini, ABC
perini & associates
A growing trend in public relations strategies is the use of QR codes. What are QR codes? They look like the samples included in this post. Leave it to the Japanese to once again export technology, ubiquitous in Japan, to us across the sea.
QR is short for Quick Response – the codes — up to 7,089 characters of numeric code — can be read quickly by a smartphone, for example. They are used to take a piece of information from a transitory media and put it into your smartphone.
These little digital artworks really began to show up in 2010, but my guess is that 2011 will be the “Year of QR”. The complicated pattern of black and white dots are on the cover of magazines and print ads. You can find them on buildboards and business cards. Even websites and t-shirts showcase these! If you don’t have QR then you are not OK! QR codes can show a URL which you can click to see a movie trailer or you might be able to get a coupon which you can use in a local outlet.
In my view, we are just scratching the surface in public relations of how QR codes will be used. Today, few of you may use them, but those who do will certainly generate conversation and likely business. At some point search engines will recognize QR codes and possibly index the content.
The reason they are more useful than a standard barcode is that they can store (and digitally present) much more data, including url links, geo coordinates and text. The other great feature of QR codes is that instead of requiring a chunky hand-held scanner to scan them, many smart phones can scan them.
http://www.periniassociates.com
Here are some ways to use QR codes:
Here are apps we recommend for QR readers for the iPhone:
While QR codes are still in their infancy and we, as consumers, need to learn a new behavior, those familiar with using QR codes are finding their diverse functionality convenient and snapping them more and more. Some experts say that increased smartphone usage is driving OR code use. Data from Mobio Identity Systems shows that this is a growing trend.
Have you added QR codes to your marketing? Please include your feedback in the comments section below.
Recommendations: Worth reading or viewing
Occasionally, I will recommend a news article, book, blog post or a short video clip to view. This “eperini Readview” references the USA TODAY report about emergency alerts on cellphones — mbp
by Mike Snider, USA TODAY
Cellphones get emergency alerts
Consumers will get emergency alerts for hurricanes, tornadoes and other disasters on their cellphones as part of a new alert network to be announced Tuesday by the Federal Communications Commission.
The Personal Localized Alerting Network (PLAN) will allow emergency officials to send geographically targeted text messages to cellphones in areas where danger threatens. “The traditional alerts on radio and TV are still important, and they will continue, but more and more, mobile devices are becoming essential. You have them with you,” says FCC Chairman Julius Genachowski. “In the event of a major disaster, government authorities can get lifesaving information to you quickly.”
Tuesday, at the World Trade Center site in New York, Genachowski, New York Mayor Michael Bloomberg and Federal Emergency Management Agency Administrator W. Craig Fugate will announce that New York will have the free PLAN service operational by year’s end. Officials also expect to have Washington, D.C., on board by then. Four cellular providers — AT&T, Sprint, T-Mobile and Verizon —have collaborated to voluntarily initiate the service prior to an April 2012 deadline for PLAN enaction throughout the nation. Officials hope to include the entire metropolitan area of the two cities.
Some current cellphones, including some iPhones and some Android phones, already have the circuitry required to receive PLAN alerts. The iPhones that have the capacity to get alerts, says AT&T’s Robert Quinn, will require software modifications. New AT&T phones due out in October will be PLAN-ready.
The FCC’s website will have a list of carriers participating in the network, but consumers will need to ask their wireless provider if their current phone has the required chip that can get a software upgrade to activate the services. Carriers eventually will be required to tell consumers at retail whether phones are PLAN-enabled.
Consumers are automatically signed up for alerts, but they can opt out of alerts relating to imminent threats to life and safety and Amber Alerts. However, they cannot opt out of presidential alerts. “Think about the South a couple of weeks ago,” Genachowski says. You could alert “a particular local community that the tornado’s path has changed: ‘It’s coming to your community. Evacuate.’ Or, ‘The tornado is much stronger than previously anticipated. Take action.’ It’s very important.”
Before or during an emergency or terrorist threat, the alerts will be initiated by local, state or government agencies. Once FEMA and PLAN have ensured that an alert is valid, it will be forwarded to wireless providers, which will relay the message to consumers.
People with cellphones in the affected area would get the alert, but someone who lives in the affected area but happens to be out of town would not get the alert. Visitors to the area also would get the alert.
In an FCC hearing last week, FEMA’s Fugate noted that Japan has a similar cellphone warning system that helped prevent casualties during the March earthquake and tsunami. “We saw in Japan,” he said, that an alert sent 15 to 30 seconds in advance of a disaster “can save lives.”
Top Email Marketing Services
By Michael B. Perini, ABC
perini & associates
One of the best ways to keep your audience coming back is through email marketing. I believe strongly that it’s better and more effective than regular email.
Using attractive, professional-looking email communications to stay in regular touch with customers and prospects is a great method for building strong customer relationships.
Here are three reasons why you should consider email marketing:
1. Affordable. Email marketing is affordable regardless of budget. Besides, you can save on paper and postage. There’s nothing to print, no stamps to buy, no envelopes to stuff, and no more paper cuts. Being “green” is an environmental friendly good result.
2. Boost customer communication. Email newsletters are fast and inexpensive to create. So you can send them more regularly than paper ones. And email marketing puts you in customers’ inboxes more accurately than regular email. So you’ll avoid spam filters and be seen by more people. And you’ll stay top of mind with people who want to hear from you.
3. Target your audience. By segmenting your database and creating smaller customer lists based on their interests you can send more relevant and targeted messages. The result: more response and action on your emails. After all, isn’t that what you want?
There are a number of good email marketing services to use to get the word out.
Here are the 5 top services we recommend. All allow you to import mailing lists, remove unsubscribed contacts, group your email contacts, automatically detect duplicate emails, forward to social media outlets and require an Opt-in feature.
Finally, from these recommended services it’s quick to see results with real-time reports.
Constant Contact, for example, allows you to schedule email delivery for when your audience is most likely to check email, so you’ll increase the likelihood they’ll read it and take action.
You can see who opened your emails, who forwarded them to friends, and even who you need to resend them to. You can also tell who clicked on which links in your emails, allowing you to understand what people are interested in reading about, and tailor your content to get the best response and most business.
Email marketing an easy, effective, and affordable way to keep your audience coming back! Let us know if we can help you get started. If you already use email marketing let us know any lessons learned.