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.

Constant Contact

iContact

Benchmark Email

MailChimp

Pinpointe

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.

Story Placement Services

by Michael B. Perini, ABC
perini & Associates

Have some news to tell?  Don’t know how?  The best advice is to use the story placement service provided by our company as well as other consultants.

It makes sense to have someone who knows the process to complete this work for you.  It can be time consuming and there is very much a skill to being successful.  Not unlike going to the dentist or auto mechanic when you have something that needs to be done but do not have the training, skills or credentials to accomplish the work successfully.

So, what is story placement services?  Basically, it the process of preparing, researching, distributing and tracking the news item.  Matters not if you are a business, non-profit, event planner or government agency.  You believe that you have “news” to share.  The process is the same.

The first step — and it’s critical — determining if what you want to communicate is newsworthy. News, to be clear, is the communication of information on current events.  The “news” is presented by print, broadcast, Internet, mobile device or word of mouth to a third party or mass audience.

Here’s the remaining steps to complete the process:

Determine Objectives: Examples would be, “Create awareness and branding for company (fill in the blank) in appropriate local, regional and national story placement.” “Educate (pick industry) executives and decision makers about (fill in the blank) services for future business development.”

Develop Strategy: Use the news item as a starting point to generate articles and news coverage. For example, is the story about a contract award?  New hire?  Special Event?

Target Audiences: Research the audiences that you want to reach; those to read, view or hear your news.

Tactics: Write a professional news release and depending on the client’s requirements disseminate to local, statewide, national and international news outlets.  Target related magazines, social media and other outlets based on the objectives, strategies and audiences.

In addition:

• Work with the client to gather facts and conduct interviews.
• Ensure that the news release is in formats for print, broadcast and electronic distribution and meets journalistic style and national standards.
• Send to targeted media list.
• Use PR Web or one of several available distribution services for electronic dissemination.
• Contact editors and reporters for status and publication/air date.
• Clip and send articles/videos to the client.

In our experience, all phases of the communication effort need to be addressed to obtain results. The only sure guarantee of your item being published is if you purchase an ad which is often more expensive and doesn’t have the same credibility as a news story.

As always, something more newsworthy, in the judgement of the editor, could conflict from your story being told.  But yes, good news stories are being disseminated!  It isn’t always bad news.

Finally, this is also a long-term process due to deadlines and other newsworthy events already in the pipeline.  The story might not show up right away.  Some stores have a “shelf-life” thus the follow-up work required to check status.  Again, all good reasons why you should hire a public relations consultant for this exciting service.

So, do you have a story to tell?

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Find all issues of the popular ePerini monthly newsletter with tips, news and information related to public relations!  Reputation Management. Public Affairs. Access Services.  Business Development.  Lots more!

The Power of Print

by Michael B. Perini, ABC
perini & associates

Contrary to what you might think magazines are being fueled by the internet.  Yes, amidst all  the excitement with social media, i.e. Facebook, YouTube, Twitter and the like, we are still reading magazines.  And most noteworthy is the fact that young adults are taking time to subscribe and/or pick up single copies.

Earlier this year, the leaders of five major magazines companies launched “The Power of Print” campaign.  The campaign promotes not just the enduring strengths of the medium, but according to the official press release, “also spotlights consumer commitment to magazines.”

“Readership is actually increasing,” said one publishing expert.  ”Adults between the age of 18 and 32 are among the most dedicated readers.”

What has changed isn’t “people’s affinity for magazines” but the means by which they acquire them.  Last year, nearly 22 percent of all new paid subscriptions were ordered online.

Here are 11 facts about magazines, according to the Magazine Publishers of America (MPA) and other sources as noted:

1. Magazine readership has grown over the past five years.

2. Average paid subscriptions reached nearly 300 million in 2009.

3. 4 out of 5 adults read magazines.

4. Magazines deliver more ad impressions than TV or Web in half-hour period.

(Source: McPheters & Company)

5. Magazine readership in the 18 to 34 segment is growing.

6. Since Facebook was founded, magazines gained more than one million young

adult readers.

7. The average reader spends 43 minutes reading each issue.

8. Magazines are the No. 1 medium of engagement — across all dimensions

measured. Simmons’ Multi-Media Engagement Study find magazines continue

to score significantly higher than TV or the Internet in ad receptivity and all of

the other engagement dimensions, including “trustworthy” and “inspirational.”

(Source: Simmons Multi-Media Engagement Study)

9. Magazines and magazine ads garner the most attention: BIGresearch studies

show that when consumers read magazines they are much less likely to engage

with other media or to take part in non-media activities compared to the users

of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage

Study)

10. Magazines outperform other media in driving positive shifts in purchase

consideration/intent. (Source: Dynamic Logic)

11. Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)

Finally, a medium that some predicted would disappear — magazines — is actually growing amidst the electronic world in which we communicate.   Did instant coffee kill coffee?  Well NO!  And, the internet is not killing magazines.  Rather the web is spurring magazine growth.

One last fact if you aren’t convinced: During the 12-year life of Google, magazine readership increased 11% (Source: MRI Fall 2009 data)

So, I would like to know what magazines are you reading and method (print or electronic)?  On my coffee table, for example, are SAIL, DENVER and AIR FORCE among others.

What's Next: Business Development

by Michael B. Perini, ABC
perini & associates

One of the services we offer is business development strategies.  In today’s instant information world telling others  – customers, stakeholders, or even a global public — about your products and services is more important than ever to grow your business.

Most experts agree that with business development comes developing strategy, plans and agreements.  Also key is creating markets and materials and providing business, political and market intelligence.

But what’s next for “BD”?

In the field of commerce it’s important to look beyond the inbox of today’s workload and create a “blue ocean” for success.  If you haven’t done so, I would recommend  you read “Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant”. Authors W. Chan Kim and Renee Mauborgne outline a detailed process for creating a “blue ocean” or a new market space vs competing in an overcrowded “red ocean” in your  existing industry.  In my view, this perspective makes sense and really is a cornerstone for what’s next in business development.  The world is really flat!

Here are some other techniques I see being more important for pentetrating markets:

Generating leads: Face-t0-face meetings will continue to drive business but the use of social media for building loyality and providing updates will continue to grow. Building “fans” for your business is important now more than ever.

Pitch and presentations:  Gone is the time when one could step up at the podium, unrehearsed, with a potential client proposal. Practice in delivery and having the right materials that showcase key elements is a must today.  It’s not only important to be good.  One must look good!

Knowledge management:  Gaining insights and experiences that improve performance, competitive advantage and innovation will be even more important as we look into the future.  The internet can be helpful in this “mining” but should not be the only source.  Seeking lessons learned, holding discussions and enhancing training still need to be at the top of the list.

Marketing: With the explosion in technology the process by which customer interest is tracked for products and services has changed significantly.  However, what has not changed: building strong customer relationships. Creating value for customers as well as for the business is more critical than ever before.  Customers today want to “join”.  They want to be part of a movement, organization and yes, your business.  It started with logo caps and shirts.  Now it’s being a fan on a company facebook website.

Yes, the world of business development is changing.  The key is to know about the change.  To embrace it with a positive attitude.

I would like for you to share your thoughts on what’s next in business development.

Perini & Associates, a public relations firm based in Colorado, has developed  a  tool to assist managers of organizations, events and issues with determining public relations requirements.

The new assessment tool provides the company executive, event coordinator, or issues advocate with a roadmap designed to integrate public relations practices — top to bottom — for success.

"Cat" -- PR assessment for the rest of us

There are three tools available:

• Organization-CAT
• Issue-CAT
• Event- CAT

Each Communication Assessment Tool (CAT) is useful in analyzing the communications environment within an organization, event or issue.  The tool works for start-ups, non-profits and businesses of all sizes.  CAT is also very useful for the volunteer leader attempting to set up an event or activity.

“It really is the tool for the rest of us,” said Michael Perini, owner of Perini & Associates.

“It ‘s not ‘one stop shopping’ for successful public relations anymore and this tool combines strategies, capabilities and tactics,” said Perini.

Perini & Associates experience is what makes this assessment tool so valuable.   The experience of more than 30 years in the PR field by  Perini an then adding the company’s experienced associate team to the assessment process is the difference.

Most often, analyzing the benefits of PR integration has been subjective and haphazard at best. From a client’s perspective, they don’t often go through a rigid analysis.  Why?  ”They think they understand PR because they have a website or have written a press release,” Perini said.  ”The results of this tool allows focus and synergy,” he said.

Also, there has been limited available resources that understand and have been able to articulate the need for such a useful service.  ”We view PR as a strategic management function, responsible for listening to the customer or supporter and the employees or volunteers and helping management make decisions based on what all these ‘audiences’ think,” Perini said.

Once a client agrees to the assessment, Perini & Associates selects the proper tool, i.e., O-CAT, I-CAT OR E-CAT.   “First, we meet with the senior person for the organization, event or issue,”  Perini said.  ”Then we use our tool to establish the current communications environment from top to bottom.  A series of questions forms the basis of each assessment tool and a confidential report is provided with recommended steps to better integrate PR,” he said.

Public relations firms serve as a combination of communications counselor, navigator, and interpreter. “By taking advantage of every available channel, working with the client and understanding the target audience outcomes can be transformative,” Perini said.

Below is a list of important areas reviewed using the CAT:

Strategic Communications Services

Reputation/Relationship Management

Access Services

Business Development/Branding/Sponsorship

Government Affairs

Public Affairs

Minority/Multicultural Relations

Message Development

Direct Marketing

Event and Seminars

Issue/Crisis Communications

Media Relations

Executive Media Training

Writing Services

Community Relations

Speeches and Presentations

Employee Relations

Internet-based strategies

Website Design/Search/Assessment

Video Production

Legal Support

“The impact of such a tool will make a business more profitable, and event better attended and an issue better understood,” Perini said.

Perini & Associates determines up front the cost of the analysis, which is based on the scope,  size of the organization, event or issue and time allowed for the analysis.

To learn more about Perini & Associates and how we can help your company, event or issue please visit www.periniassociates.com or email us at: customerservice@periniassociates.com

Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

President Abraham Lincoln once said, “With public sentiment, nothing can fail. Without it, nothing can succeed”.

No matter what sector you work in, long-standing success won’t come without the support of an informed public.

In Part I of this series on media relations,  I discussed several key factors, that if applied appropriately, will make for a successful media engagement.

My experience working with the media has produced some important lessons learned.   And, if  you think you don’t need to worry about standing in front of a camera…just check  the news today!  See how many  CEO’s, educational leaders, government organizations, non-profits, advocacy leaders are finding themselves on the front pages.

Consult a public relations consultant. These professionals have the education and experience to provide informed counsel with respect to audience identification, message formulation, public opinion, etc.  Contact that public relations expert early to help prepare and communicate your message.

Never pass up an opportunity! To tell your story to your own employees, the public and to potential supporters or fans. If you don’t, others will, and you might not like what they have to say.  This means that you must always be prepared.  Know your messages.

Honesty is the best — and only — policy. Our credibility with public and internal audiences depends on openness and honesty.  Absolute integrity and truth need to be the watchwords — always.

Always deal with bad news immediately, openly and honestly.  An organization’s reputation is defined by how it responds to adversity or crisis.  Dare I mention BP, for example?  Today, they have made great strides in public communication.  Again, the situation doesn’t get better with time — honest!  Remember, the basic principles of risk communication: admit you did it, say you are sorry and explain what you are doing to make sure it doesn’t happen again.

Always think! Ask yourself, “who needs to know, who should I coordinate with and who else might be working on this project, issue or crisis that I should collaborate with?”

Finally, use common sense. Yes, engage!  Do so with preparation.   As I posted in Part 1 and it is worth repeating: You wouldn’t go into potential combat without training and a good strategy. Do the same when there is a camera  focused at  you.  Please share your tips on media engagement.

Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

No matter what sector you work in, long-standing success won’t come without the support of an informed public.

I have more than three decades of experience dealing with the media — local, regional, national and international.  I have stood with the news media at accident sites and been behind the podium “live” in countless challenging situations around the globe.   I’ve participated in the 24 hour news cycle (which we thought was very short in the 1980s),  to the instant information age of today where we often have requirements to update the media nearly every 24 seconds.

The news media may have changed in form, i.e. a movement toward a more robust internet presence via web and social media outlets (facebook, twitter, smart phones, etc.) but the function and methods for gathering and reporting news have stood the test of time.

Here are some of the lessons I learned over the years that will assist you in your engagement with the media.  And, if  you think you don’t need to worry about standing in front of a camera…just check  the news today!  See how many  CEO’s, educational leaders, government organizations, non-profits, advocacy leaders are finding themselves on the front pages.

Getting Ready: Your success in an interview is directly tied to the quality of your presentation, your ability to articulate your messages, and the level of control you exercise during the interview process.  Never think an interview is a conversation or that you can “wing it”.  View it instead as an opportunity to make a well-developed presentation reflecting research, preparation and enthusiam.

Messages: Never do an interview unless you know exactly what you want to say and  how want to say it.  Anticipate the issues and questions of an interviewer and equip yourself with short, memorable, positive and relevant messages.

Use the “inverted pyramid” to structure your interview answers.  Lead with your most important message — your headline — then cover your messages in descending order of priority.

Be aware of interview time constraints and the importance of optimizing every moment.  Some interview situations will allow you to time to talk at length; however, for most you must distill your messages down to 12- to 15-second sound bytes or one to two dozen quotable words.  Given that you have no control over what answers an interviewer will use in editing the final story, each one of your answers should be a “home run.”

Personal Credibility: Remember, you are the expert (that’s why you’re being interviewed).  Use  your personal knowledge and experience to avoid speaking about your organizaton, activity or issue in the abstract.  In other words, if you can say, “I’ve flown the plane” or “I’ve talked to the people using the technology” do it.

Repeating Your Messages: An interview has a purpose and so should  you. During an interview, repeat your messages frequently.  Repetition increases audience retention.  It helps ensure the audience and the reporter will remember your messages.

Finally, don’t ignore the media.  Frankly, you can’t.  Maybe short-term but not forever.  Yes, engage!  Do so with preparation.   You wouldn’t go into potential combat without training and a good strategy.  Do the same when there is a camera focused at  you.

Tour de France 2010

by Michael B. Perini, ABC
perini & associates

The world’s best-known bike race is in week two.  Pre-race planning, daily route monitoring and post stage activities for the Tour de France is a huge undertaking.  Need I mention the logistics and medical requirements from July 3 to July 25?

The success of this strenuous event  – with only two rest days — will be due to the integrated approach of all the hundreds of elements that intertwine this 2200+ mile race.

Managing a public relations strategy is very similar to what goes into a successful Tour de France.  Pre-planning, on-going action and post-event analysis – with very little rest during execution — are crucial elements both in public relations and in this 20-stage race.

Stage 8, Tour de France 2010

Just as stage 8 from Station Des Roussess to Morzine-Avoriaz is to the racers so too are the complex climbs and challenging downhills to a well-orchestrated public relations strategy.

Here is some more race trivia:

1903 = First Tour de France

123,900 =calories burned by a rider in the course of the Tour

324,000 at 60rpm, 486,000 at 90rpm = number of pedal strokes taken per rider over the Tour

3 = average number of chains worn out by a single rider (Armstrong goes through one chain per week)

792 = total number of tires used by the peloton

10 = fewest ever finishers (1919, out of 69 starters)

Good luck to the riders!  Follow the race here.

And, best of luck as you begin your Tour de Public Relations!

Garden of Public Relations

by Michael B. Perini, ABC
perini & associates

The National Gardening Association (NGA) reports that an average of 80 million U.S. households — three out of four — have participated in one or more types of indoor and outdoor do-it-yourself lawn and garden activities annually for the last five years.

More businesses, event planners and advocacy leaders are participating in the “garden of public relations”. As these people navigate through the “weeds” and climate and plant hardiness zones of PR some very interesting results are coming to light.

For example, a beverage brand recently measured the impact of PR versus other forms of marketing.  The  findings are typical: The data showed that $1.00 spent on TV advertising delivered $1.10 in sales. Trade advertising delivered a return of roughly $2.20 for every dollar spent, and PR delivered an outsized $8.00 for every $1.00 invested, the best of any marketing agent tested. Four percent of all incremental sales were attributed to PR.

This may not sound like much return on investment, like all those gardens in backyards across the USA, but it represents tens of millions of dollars. PR is also the only form of marketing to lift all gardens, regardless of type:  ”When news coverage was positive and prominent, every form of marketing was more efficient and more effective,” according to the Institute for Public Relations.

So, how is your PR gardening expertise?  Here are several tips to make your garden produce.

1.  Enrich the soil.  Just like for a garden you must enrich your public relations practices to continue growth.  This can be done by seeking a public relations specialist to ensure that the correct practices and tools are used.

2.  Prune those bushes. As you know, those bushes will often spread if not pruned back at least seasonally.  The similiar result happens when you let PR tactics continue without  monitoring and adjusting on a timely basis.  You need to clean up and prep those public relations practices.

3.  Fall planting. While the garden industry has touted fall as an exceptional time for planting many of you out there remain unconvinced.  But I must say, in my experience,  certain plants do very well (actually better) planted in fall.  So, what’s the point:  finding the proper timing to initiate your public relations strategy and tactics is key to having a successful PR season.

Earlier today, I was trying to plant flowers at 9,000 feet!  No doubt gardening is tough. But, I know there will be a certain satisfaction to serving and eating food from your garden.  You can experience a similar feeling of satisfaction by planting a successful garden of public relations by using these tips from lessons learned after more than 30 years of experience.