ePerini Readview: 10 Brands that Changed the World

Posted in ePerini READVIEW on December 4th, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing

 

 

 

Occasionally, we at perini & associates will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a article from ADWEEK relating to brands that have “determined who we are.”  See if you agree–mbp

 

 

QUOTE:

10 BRANDS THAT CHANGED THE WORLD, by Robert Klara

Contrary to legend, Jeff Bezos doesn’t do everything right.

When he quit his Wall Street job in 1994 to move to Seattle and start an online retail company, the first name he chose was Cadabra (as in abracadabra.) When someone confused it with “cadaver,” Bezos changed his mind, opting for Amazon.

The name is apt in many ways. While Bezos picked it so it would come first in a site search list (back then, they were alphabetical), he also liked it because it contained an “a” and a “z,” the thinking being that Amazon would one day sell everything, and all over the world at that.

Today, that is precisely what Amazon does. Need a lawn mower? An aspirin? A sweater for your dog? How about an e-book and an Amazon Kindle to read it on? With just a few clicks, any of these items is yours.

It’s not hard to guess what this formula hath wrought. Amid grumbles of Dickensian labor practices and driving mom-and-pop stores out of business, Amazon rules the global e-commerce kingdom. Its computers get some 35 orders a second, filled from warehouses in 18 states and 14 countries from Costa Rica to Luxembourg.

Amazon today does about $70 billion in sales. (When the site went down for 49 minutes earlier this year, it lost upwards of $6 million.)

READ MORE>

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ePerini Readview: Why You Should Spend Time With Business Planning

Posted in ePerini READVIEW on December 1st, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing

 

 

Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a blog article relating to small business planning.  See if you agree–mbp

 

 

 

QUOTE

“How Dismissing Business Planning Can Hurt Your Business

by Tim Berry, Guest Blogger, Small Business Association

If you’re still thinking of a business plan as a formal, static document, then you’re sadly out of date and you’re missing out on real business planning, which is a management process that makes your business better.

That old-fashioned business plan document was not uncommon about a generation ago. It is now. Back in the 1980s, as the personal computer industry took off, the big business plan document was a common part of the typical high-tech startup’s efforts to raise capital as risk investment. Venture capitalists and angel investors expected it. But as the rise of online changed the business landscape, time frames and attention spans shortened, physical locations became more frequently virtual cyber locations, real business planning evolved.”

READ MORE >

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Six Ways to Keep Teens Safe Online

Posted in Advice and Counsel, Social Media on September 6th, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing

 

Another eperini Readview worth your time!

 

Source:  Macworld.com/Abbi Perets

 

A few years ago, all I had to do Six Ways to Keep Teens Safe OnlineNow, my daughters are 12 and 14, and each has her own iPhone. Their online lives are lived inWhatsAppFacebook comments, texts, and occasional emails. They regularly interact with kids I’ve never met. While they’re (probably) smart enough not to reveal information to strangers they’ve never met, my daughters are at risk for cyberbullying (both being bullied and being bullies), overexposure on social networks, and even sexual solicitation.

Think about it: With a phone in her pocket, a typical teen has the ability to spend hours—days!—interacting with her peers, completely unfettered by parental supervision. And how has that worked out in the past? HeathersLord of the Flies? Short of banning all the technology—a solution I have, at times, considered—what’s a concerned parent to do?  Read more:   6 WAYS TO KEEP TEENS SAFE ONLINE

 

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Perini & Associates Sponsor for “A Fancy Feast”

Posted in Fundraising, Volunteer/Fundraising/Nonprofits on August 21st, 2013 by M.Perini

We were so proud to be a sponsor for this first class event to save animals. Especially in Black Forest, Colorado that was ravished by fire earlier this summer. What a wonderful time. A great cause!

Wild Blue was founded in 2010.  There mission is to save the precious lives of cats, dogs and horses who are abandoned, abused, displaced, neglected or surrendered and to find them permanent homes or provide them with a lifetime of sanctuary.

WBARSFundraiser2013

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Trending Topics: Digital Video Continues To Be A Hit

Posted in Advertising, Advice and Counsel, pclips on July 9th, 2013 by M.Perini

by Michael B. Perini, ABC
perini & associates

U.S. advertisers will spend $4.14 billion on digital video this year, according to eMarketer estimates as reported in ADWEEK earlier this year.

“Yet while Twitter and Facebook are among the most popular ways to find and watch videos, they’ll only see a tiny sliver of those dollars since they don’t house the content,” according to the article written by Tim Peterson.

More interesting facts, as reported in ADWEEK, from this important trend in video for PR and marketing strategies….

  • “YouTube has become the de facto social [content management system] for content across all platforms. Other channels are distribution channels,” said Alex Jacobs, vp, director of social media at Digitas San Francisco.
  • In a sample of more than 10,000 video brands posted to Facebook earlier this year, Socialbakers found that more than eight times as many were YouTube links as opposed to videos uploaded directly. Right now, Twitter and Facebook are mostly just pipes for YouTube videos—although that is changing.
  • Last year Twitter made it possible to watch videos within tweets. That led to partnerships with ESPN, Turner Broadcasting and The Weather Company to tweet game highlights or forecast clips featuring preroll ads from brands such as AT&T, Coke and Ford. “Content brands have the staying power [over distribution channels] because they have what consumers are seeking,” said Jonathan Adams, iCrossing’s svp of media, North America.
  • Meanwhile, per published reports, Facebook is planning to roll out pricey new video ad units this summer. That could create an uptick in the volume of videos marketers (especially film and TV studios) deliver to the platform. It’s not hard to imagine Facebook aping Twitter’s moves in order to make a frontal assault on YouTube. The site already houses tons of video content from the likes of Vevo, and Facebook almost certainly yearns for a chunk of the associated ad spending.

We believe in video marketing for our clients and have produced nearly 50 videos.  Market research shows that people are receptive to online video ads.  On average, people streaming video watch ads for 20 seconds with an average completion-rate of 87%, according to Nielsen.  Also, online video advertising has a higher recall than TV ads!

Here is our latest production.  We highly recommend that you consider video in building your brand.

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Video Games: Will They Last?

Posted in ePerini READVIEW on June 27th, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing

Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development.

This “eperini Readview” references a polygon.com article relating to the history of video games.   Tell us about your first video game–mbp

 

“Video games aren’t made to last.

The vast majority of floppy discs aren’t readable by today’s computers. Hardly a year goes by before another online game disconnects its servers, closing its doors to faithful players. Small teams of independent developers release their titles on digital marketplaces without any physical copies to accompany them.

Gauntletvideogame

In a digital age where data erodes faster than it can be stored, the collected creativity of thousands of developers could someday be lost for good — unless we find a way to preserve it.

To most people, history means looking to the past. But to the researchers and archivists at the International Center for the History of Electronic Games, history means opening their eyes to watch it unfold all around them.

They’re analyzing. Researching. Taking it all in. They’re recording it as they go. They’re creating a library — half physical, half digital — to chronicle the ongoing evolution of video games.

The men and women of the ICHEG are hard at work. The process is anything but stable. But they’re learning as they go, adapting with the project, going with the flow.

And it’s a lot harder than they thought it would be…”  Read more

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Visual Story Telling and the News Media

Posted in Advice and Counsel on June 14th, 2013 by M.Perini
Engage or Not with the News Media

Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

Gone are the days when we were content to read the newspaper in the morning and watch the news on TV in the evening. Now we want instant access to the news – and we want to see it as it happens. Visuals with a news story can increase views by as much a 9x!

Look today at the media covering the Black Forest Fire in Colorado, for example.

How has this changed news reporting and media relations?

  1. Visual storytelling – media websites use images, infographics and video to expand the impact of the story. So should you.  Here is another example.
  2. Newsrooms are under pressure – they are relying on outside sources for extra content. Take advantage of this opportunity by becoming a resource for the media.  Send in your video and still photos.
  3. Brands can publish their own stories – brand journalism is catching on fast. So research online news release distribution services to use.  PR Web and PR News Wire are just two.
  4. Develop a smart distribution plan – the media is not the only way to reach your audience.  There are billboards, posters, flyers, emails and such.

Make your corporate online newsroom a content hub that supplies journalists, bloggers and the public with all the tools they need to find, use and share your news. The world of telling your story is more complicated today than ever before.  There are however, firms like ours that can guide you with positive results — as your story — in the bargain.

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It’s Spring: 10 Marketing Tips For A Garage or Yard Sale

Posted in Advertising on May 10th, 2013 by M.Perini

by Michael B. Perini, ABC
perini & associates

Yard sales are known by many names, including garage sales, attic sales, porch sales, barn sales, junk sales, tag sales, moving sales, and the ever-popular rummage sale. They’ve been around for as long as people have been collecting clutter.

As with all events that involve currency changing hands, marketing and merchandising make a difference.

Goal

1. Make Money

2. Get rid of clutter 

Garage Sales Tips We Recommend

1.  Check the rules.  The last thing you want to do is drag all your stuff onto the lawn in front of your garage only to have a neighbor complain or someone from city code enforcement drop by. It’s rare for a permit or license to be required, but it’s possible. There are even neighborhoods where it’s not allowed at all. Just one more reason not to live there, in my opinion!

2.  Don’t go it alone.  There are a few things in life best done alone, but hosting a garage sale isn’t one of them. The more people you involve and the more stuff you offer, the better the sale will be and the less you’ll have to do. Go door to door and get the whole block involved.  You might even sell some of your items early!  Also, what a great way to meet your neighbors if you haven’t done so already.

3. Check the weather and pick your spot. If you can, the yard’s better than the garage – there’s more light and space, people can see the wares clearly from the street, and the whole thing looks more festive and inviting. But check the weather: You don’t want your stuff rained on, and inside or out, you’ll have fewer shoppers if it’s raining. Here are some great weather APPS.  Weekends are obviously best, and plan on starting early: You’ll have bargain-seekers there at the crack of dawn.

4. Advertise well. Homemade signs are just fine – however, be sure they’re big enough to read (drive by them yourself) and include arrows, the address, and a phone number in case people can’t find you. The busier the street where you plant your signs, the better. But be aware of sign ordinances in your neighborhood.  Place your signs up Thursday if possible to begin to advertise the event.  Don’t forget to take all signs down when your sale is complete.

Advertise online for free as well: Try Craigslist and YardSaleSearch.com.

If you have too much stuff to mention it all in an ad, name sought-after items that rope people in: furniture, children clothing, toys, electronics, tools, collectibles, and brand names. The more effort you put it to marketing your sale, the more money you’ll make and the faster your clutter will clear.

*****

Now it’s time to get the word out. Here are some suggestions that make marketing your garage sale most effective:

  • Place ads in local newspapers and circulars – If you have not written an ad before, here are some tips:

 Write quick-read, concise ads
; write when, where and what,  
Note key items such as antiques, toys or furniture.
  •  Do not give your address. If you are concerned about advertising your address, we suggest that you reference general block numbers and not your exact house number to prevent people from coming to your home days in advance or at pre-sale hours. Your signage will direct them to exact the sale location.
  •  Advertise on the Internet. Many newspapers will offer this service for FREE if you buy an ad.
  •  Run ads in local “shoppers” (Pennysaver-type publications) at least two days in advance of the sale.
  • Post “For Sale” signs. Make large signs for your front yard and street corners. To make it more interesting, cut out two letters of the word “sale,” put them on wire/wood stakes, and place them in your yard.
  • Keep your signage bold and bright, but readable. Avoid fluorescent markers that most people cannot read, and make letters at least 2-3″ tall at a minimum. Black ink works well for information and colored markers for gaining general attention to signs.

Also do not put too much information on a sign. Just include all pertinent information about the sale including: address, dates, times, items sold, and directions.
  • Invite friends, neighbors, family members, church members, sports teams, or parents of your childrens’ playmates. Combining sales will not only increase offerings, but will increase the network of people attending and potential buyers. Plus, sharing the garage sale with friends or neighbors can minimize the cost of placing ads.

5. Make it easy for buyers. Group similar items alphabetize books, movies, and music, sort clothes by size or type. Leave enough room for people to get around easily and quickly.

A yard sale checklist for before, during, and after the sale can help you keep track of everything. Here is one we like.

6. Price and label clearly. Removable stickers (colored dots work well) are cheap solutions for labeling: Red dots are a dollar, yellow 50 cents, etc. Having boxes or tables with a fixed-price can save you from individually labeling everything and helps display things

7. Encourage bulk buys. People who shop yard sales are looking for deals. Offer discounts for buying in multiples, like 3 for $5.

8. The clock is ticking. If as the day goes on stuff isn’t selling, become more flexible: The later it gets, the lower the price.

9. Keep it simple. Pricing everything in quarter increments makes transactions simpler. So does having plenty of change: Keep at least one roll of quarters, at least $20 in ones, and a few fives and tens handy. Use a fanny pack or something else that keeps the money on you.

10. Don’t be a pest. Doesn’t it annoy you when store employees follow you around? Acknowledge everyone with a smile or a wave to show you’re available, and leave them to it. Consider offering free drinks: water, lemonade, tea, or cheap soda.

Now go out an enjoy the nice weather with a successful event!

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Marketing Strategies That Work

Posted in Marketing on April 22nd, 2013 by M.Perini

From the Small Business Administration.  This useful article, written by Caron Beesley, Community Moderator provides advice that we agree with and use with our clients.  Take a moment to read:

“When did you last take a marketing 101 course? Don’t have enough time or perhaps you leave marketing up to others? Whatever the stage of your small business, a marketing plan can help ensure you are putting your customers at the front and center of your business. Likewise, an effective approach for its execution will ensure you satisfy your customers’ needs while generating profits for your business.

So if marketing concepts are new to your or you just want to dust off your marketing hat, check out SBA’s free online course — Marketing 101. Designed with the small business owner in mind, the course can help you understand the importance of marketing research, help you build a marketing plan and suggest strategies to help you go after your target market.

In a nutshell, here’s what you need to know. (I’ve also included links to some articles that provide a deeper dive into some of the areas covered by the course):

Think You Know What Marketing Is?

You might think that the first exercise in this course is redundant – “What is Marketing?” However, it’s worth explaining, because marketing is so often confused with advertising or promotion, and it’s much more than that.

The American Marketing Association defines marketing as, “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

A lot of words, but the key word is “satisfy.” Your products and/or services should provide a solution to an unfulfilled need in the market place. Once you’ve established that need (with the help of market research) you then go on to establish prices, develop an awareness or promotion strategy and set up distribution processes.

Don’t Do Anything Without Doing Market Research

To be successful selling into a market, you have to first understand it. The thing is, it needn’t be costly or complex; it can be as simple as surveying a cross-section of your prospects or customers. You can also draw on demographic information, market trends, and so on. Check out SBA’s Size Up tool a free service that helps you manage and grow your business by benchmarking it against competitors, mapping your customers, competitors and suppliers, and locating the best places to advertise.

Your research should focus on getting answers to the following questions:  Read more

 

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Social Media: You Need to Optimize Your News

Posted in Social Media on April 19th, 2013 by M.Perini

Don’t use a one-size-fits-all approach when sharing news on social media.

Below are excellent tips that we also use for our clients.

Source:  PR Web  “The Connection”

***

The different features and formats of each social network create unique expectations and forms for content. Rather than cut and paste, tell the same story in platform-specific ways to generate the best results on each network.

Facebook

Facebook is a storytelling medium. To drive the most engagement, connect with readers. This could be by making them laugh, teaching them something new or giving them a sense of brand ownership.

Facebook has had a growing emphasis on visuals. Include both text and pictures in your posts. High-resolution pictures of your products and services, team members or your customers can all can be effective in engaging readers. You can also embed short videos, which are ideal for demos and interviews. Use text to provide context and encourage reader feedback.

Twitter

With a 140-character limit, news delivered via Twitter must be clear, engaging and to the point. Quickly communicate value by positioning your news as a list or a how-to, e.g. “Five Strategies for XYZ.”

GrungySocialMediaLook at hashtags that are “trending” (located to the left of your Twitter feed). If one relates to your story, include it in your tweet for increased reach. If you’re hosting a conference or online event, create an event-specific hashtag for attendees to tweet in real time.

LinkedIn

LinkedIn’s professional focus makes it the ideal channel to share industry and trade news, new talent, new products and services, and online news releases.

LinkedIn allows companies to target status updates for specific audiences, ensuring your news gets in front of relevant stakeholders. You can also embed videos and graphics to make your news more interactive and engaging

Don’t blast out your news without taking the time to optimize it for your company’s social channels. The extra effort will generate more customer engagement, and in turn, a boost to your bottom line.

 

 

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