Why Some Brands Are More Successful

Posted in Advice and Counsel on October 9th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

Ever wonder why some brands are more successful than others?  It really isn’t all that difficult to understand.  What separates the successful brands like, Apple, Ford, Levi, Coca-Cola, Target, USAF, Denver Broncos — I could go on —  is the fact that the all have a strategy for public relations and marketing backed by commitment from leadership and supported through resourcing in both people and dollars for development and production of collateral materials (ads, giveaways, TV commercials, sponsorships, and the like).

Remember, a brand is the sum total of the experience your customers and potential customers have with your company.  A strong brand communicates what your company does, how it does it, and at the same time, establishes trust and credibility with potential customers and current customers.  Your company’s brand is, in many ways, “its personality,”  according to crowdSPRING, the world’s #1 marketplace for entrepreneurs, small business, Brands, no profits and agencies.

In my view, what separates the world’s top brands from you as a small business, startup and local nonprofit is these factors:

1.  Leadership committment.  The vision backed by the authority to conduct a branding campaign.

2.  Resources to meet the marketing strategy. Already mentioned but key.  Yes, you can do things for “FREE” but not all things that will drive your brand forward.

3.  Being able to differentiate from like competitors. In other words, think and thus act differently.

4.  Collaborate with like businesses.  For example, if there are eight tasting rooms for wine in a community, and there is in Woodland Park, CO, then a smart brand recognizes that they are part of a “ecosystem” that surrounds those products and services.  In this case, Colorado wines.  Working together to combine creativity and expertise will broaden the appeal of the brand and bring more consumers which will drive business for all. I am not saying that collaboration will be easy.  It is hard work to find the proper “mix” to ensure the individuality of each business is secure.   Back to crowdSpring for an example on how Levi’s collaboration with Water.org highlighted water conversation efforts.

Want a strong brand?  Then use these tips to get started.  Call us if you need assistance.

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What You Should Include In a News or Press Release

Posted in Advice and Counsel on August 30th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

If you stay with these ideas you will have a better success rate for your news or press release being distributed online, printed in the newspaper and mentioned on radio and TV.

press releasenews releasemedia releasepress statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, or television networks.

Remember to  include: Who, What, Where, When, Why and How in all the  releases. If you answer these basic questions, your news/press release will provide all the information that the editor, who decides to publish the release, and the reader will need.

  • Who did the event or Who said what
  • What was said and What was done
  • Where did the event take place or Where else can this idea be found
  • When did or will the event occur
  • Why did this event happen or why is this news important
  • How did this happen

One final thought.  Search Engine Optimization or SEO is paramount for businesses that choose to make themselves known via the internet.  “Keyword research” and keyword selection are extremely important parts of the overall SEO process.  Remember, choosing keywords that people might not use to find your sight and your products/services will not get the expected traffic.  Here are three steps to follow:

1.  Keyword Tools.  These tools help with choosing appropriate keywords to match content.  We like Google Adwords.

2.  Competitor Research.  Take a look at what your competitors are doing.  Simply choose a keyword, type it into Google and make a list of your competitors and the title, description and keywords they use in their tags.

3.  Plan Keywords.  Once you have completed your research use the keywords in headlines, summary paragraphs and the body of the release.

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Managing The Message Both An Art and Science

Posted in Advice and Counsel on August 18th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

Have you thought that you said something clearly only to have it misunderstood?  Well, welcome to the world of effective communication.  You might set out to be clear but often organizational and cultural issues have a way of changing the intended message.

Here are my thoughts, on how to solve the challenges to communicating clearly:

1.  Provide context.
2.  Structure messages logically.
3.  Focus on essential elements.
4.  Remove ambiquity.
5.  Create resonance.

These five steps can be accomplished by having examples, using visuals and telling appropriate stories.

Also, there are key aspects that should not be neglected, based on the type of messaging tool, i.e. Twitter, YouTube videos, Blogs, Facebook pages and Website.


Only tweet messages that are consistent with the context of your profile or Twitter channel and the corresponding needs of your followers.


Align videos with the YouTube channel context and target grouping.


Provide a blog roll and most-read entry; include a clear headline and description. State the reason for the entry.


Provide company or organizational context in the top section.  Screen your Facebook page regularly to make sure it is aligned with your main communication goals and values. Create events and discussions.


Make sure the site is user-friendly.  Have content that is current.  Don’t use a lot of gimmicks like sounds as it is distracting to viewers.

Making the complex clear has become both an art and a science.  According to, Marting J. Eppler, Ph.D, (Communication World) it requires “not only the ability to simplify, structure and visualize complex issues, but also the tactical talent to deal with organizational detours to clarify.”

Another way to look at this by Joseph Pulitzer, journalist and media pioneer.  “Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light.”

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Why Should a Business Advertise?

Posted in Advice and Counsel, Business Development, Research on August 18th, 2012 by M.Perini

By Michael B. Perini, ABC
perini & associates

I often have clients that only want to use marketing and promotional tools that are FREE!

Well, that’s great for some activities and events to gain awareness and attendance but cannot always be counted on as the major method for moving target audiences.

So, what is the role of advertising?  The easy answer, according to The Media Center, is that “advertising helps sell a product or service.”

Beyond that, advertising can reinforce a company’s marketing efforts by providing information to customers and the marketplace while creating and enhancing a company’s identity and image.

Here is a list of marketing, information and identify/image reasons to consider:

Marketing Reasons:

  • Advertising enables you to hold onto existing customers
  • Advertising enables you to reach new customers
  • Advertising gives you an advantage over competitors who have stopped advertising
  • Advertising gives you long-term advantage over competitors who cut back or cancel their advertising.

Information Reasons

  • Advertising reaches your customers regardless of their reading, listening and viewing habits
  • Advertising creates long-term memory
  • Advertising helps customers decide
  • Advertising keeps your business top of mind

Identity/Image Reasons

  • Advertising strengthens your identity
  • Advertising keeps a healthy and positive image of your company
  • Advertising maintains morale
  • Advertising improves your business’ image

Remember, people won’t know you’re out there unless your get the word out.  Continual advertising builds awareness and trust in your company.  Look, people forget and they forget fast.  They are bombarded with messages, an estimated 2,700 a day.  The more impressions you make, the longer people will remember your ad and your company.

So much for the science.  The art is figuring out where to advertise and when.  We will discuss that in a future post.

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Perini & Associates Team Member: Jackson 20 years of PR/Marketing

Posted in Team on August 3rd, 2012 by M.Perini

Perini & Associates is proud to announce April Jackson as an associate.

“Jackson brings two decades of professional marketing, public relations and event planning experience,” Michael Perini said.

“She has worked on numerous campaigns on a national, regional and local basis with clients in military space, nonprofit, tourism,  and women lifestyle,” Perini said.

Jackson specializes in communication strategies and has helped clients secure media coverage on network television and radio, major daily newspapers, business journals, trade journals and numerous online publications.

“She has a thorough understanding of all the necessary components for successful and integrated public relations and marketing,” Perini said.

She is a U.S. Air Force reservist at Headquarters, Air Force Space Command, Peterson AFB, CO.,

where she has served as acting chief of media operations overseeing staff of six, delivering the latest space/cyber news.

“Her ability to build strategic communication plans and business development ideas meets our vision of taking public relations to new levels,” Perini added. “We know it is a tough time but now more than ever there is a need to manage conversations and her talent adds to our growing bull pen of professional to help clients of all levels.”


  • B.A. in journalism.  University of Central Florida
  • Diploma in Public Affairs.  DoD Information School
  • M.A. in Integrated Marketing Communication.  Emerson College
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ePerini Readview: How to avoid being lost in the digital crowd

Posted in ePerini READVIEW on July 24th, 2012 by M.Perini

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 post from Chuck Cordray,  the president of Volly posted on Linkedin  about how consumers today are stretched thin, scrambling to manage more responsibilities than ever, and multitasking at every turn.   See if you agree–mbp

“New communications channels have changed how businesses and their customers interact, making it necessary for businesses to adapt and find new ways to assert their unique brand identities.

The goal of most online marketers used to be to drive traffic to their company websites. But today the channels to keep up with consumers and keep the brand fresh are quickly changing. With consumers increasingly shifting access to mobile devices and social sites, they have less time to spend on an individual company’s site.

This represents both a challenge and an opportunity for businesses. Smart businesses are syndicating their brand experience on these destination sites to extend and strengthen their customer connections. The best of these digital relationships create branded encounters, targeted cross-sells, and a place to provide customized content, customer self-service, and account management.

The fragmented consumer

Consumers today are stretched thin, scrambling to manage more responsibilities than ever, and multitasking at every turn.

As a result, they’re flocking to places on the web where they can digitally replace physical activities and do so more quickly and conveniently within a few top destinations. Content consolidation portals have become hugely popular and successful because they offer easy-to-use and efficient access to the things that consumers value:

  • Information: Google, Wikipedia, and Twitter have all but replaced card catalogs and reference libraries.
  • Shopping: Amazon provides a massive online shopping mall open 24 hours every day of the year and a marketplace of offerings from others.
  • Social interaction: Facebook, Twitter, and Google+ have replaced email for younger people to communicate with friends and family near and far. Social networks have also become the online water coolers and informal gathering places for people who telecommute, live far from friends and family, or who have increasingly less time to share news, experiences, and insights through other channels.
  • Entertainment: Sites such as YouTube, Pandora, and Hulu serve to provide rich, consolidated online entertainment experiences.
  • Financial services: More than four-fifths of customers at major banks such as Bank of America, Chase, Citicorp, and Wells Fargo have access to online accounts.

However, when it comes to asserting brand identity, the challenge remains, as sites like Amazon leave little room for brand influence and online banking portals bear the bank’s branding — it’s focused on bill pay, not on the consumer’s interaction with the biller.

While search engine marketing and optimization are critical elements of marketers’ branding efforts through Google, other sites, such as Google+ and Twitter, offer additional branding opportunities. In particular, Facebook provides the best example of the benefits of building brand identity within a destination site.

The outreaching brand

On Facebook, marketers were quick to launch branded pages linking to their own websites. The traffic to their Facebook pages quickly took off. However, consumers don’t always want to leave the Facebook site to click out to individual business websites — in many cases, they are happier to interact with the brand in the Facebook environment. The key was to bring the brand to the consumer.

Today, successful brands go where consumers congregate rather than wait for consumers to come to them. This requires building up an extensive brand presence within consolidated sites — in essence, syndicating the brand experience on digital properties outside of their business’s own domain. Brands such as Coca-Cola, Disney, and Starbucks have been successful in creating powerful brand destinations within Facebook, with ever-growing fan bases of more than 20 million each.

Standing out against the clutter

A new type of single-consumer destination site is emerging as the physical world mixes with the digital world. Enter the digital mailbox. As the digital mailbox develops, it will become an environment for brands to inform, transact with, and market to customers. It will also change how people conduct their personal business and introduce efficiencies into their busy lives.

We can all agree that people today increasingly prefer to do things digitally. This presents an opportunity for brands to use new consolidated online destinations, like a digital mailbox, to extend their brand’s presence and provide customers with relevant, personalized, and interactive communications.

To promote the brand, the digital mailbox concept allows marketers to incorporate logos, styles, personalized offers, one-on-one messaging, links to online account management, product cross-sells, and even offers bill pay, which enables businesses to maintain their personalities while creating a strong brand presence and ultimately strengthen ties between the business and its customers.

For brand marketers, partnering with the right destination mailbox will help capture customers’ attention. As you’re evaluating these new consolidator sites, keep in mind some of the key features that should be offered to make sure the experience will be a successful one — for the brand and the consumer. These could include:

  • Branded encounters: inbound mail of all types, as well as online bill pay and permission-based marketing; plus creative experiences that leverage the digital medium.
  • Targeted cross-sell: analytics-based insights captured and used to drive right-time, relevant messaging.
  • Customized content: real, one-to-one focused communications that hone in on and addresses specific consumer needs and concerns.
  • Increased self-service: opportunities to get answers and complete transactions more easily and efficiently — 24 hours, seven days a week.
  • Links to web or social media: ways to easily move between different media and destination sites.

As single destination sites for consumers are evolving, forward-thinking brands can have a say in how a solution will work to bolster a brand’s identity and integrity, while best serving the needs of its customers. The digital mailbox will change the game in favor of digital marketers who know how to be where their customers can find convenient, comprehensive service.”

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Pricing Marketing Services and Products: Did I say Outstanding value?

Posted in Advice and Counsel, Business Development on May 17th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

Pricing Marketing ServicesI can’t tell you how many potential clients have no marketing budgets or strongly believe that spending $$$ on marketing is expensive; a cost rather than an investment for their business.

Well, let’s just see.  Here is some shocking news for all you non-believers.

A list of 12 comparisons among common consumer products and services:

  1. Facebook Page = what is cheaper than free?
  2. Website = cheaper than a copy of your favorite magazines.
  3. Business Marketing plan = cheaper than a lightweight road bike.
  4. News release about your business = cheaper than a pair of running shoes.
  5. YouTube business video = cheaper than a canister vacuum.
  6. Banner = cheaper than 2 pairs of your favorite wedge or slip-on Croc shoes.
  7. Business Logo = cheaper than two hours with your plumber.
  8. TV ad = cheaper than a set of four used tires and will go farther.
  9. Musical jingle = cheaper than a bachelor party weekend.
  10. Radio personality at your event = cheaper than upgrading to a new smart phone.
  11. 200,000 new encounters in 20  minutes = cheaper than a oil change.
  12. Marketing consultant = cheaper than a divorce lawyer!

We understand your marketing program is a balancing act. So, why not take control with smart, cost-efficient  business building marketing strategies?  Call or come in for a free one-on-one consult from a PR/marketing professional.

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Tips To Promote Your Small Business and Nonprofit

Posted in Advice and Counsel, Business Development on March 29th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

It’s Spring Break!

For many public schools and colleges across America, traditionally this week usually means traveling with family or friends.  However,  the week can also be a great time to do a little Spring cleaning or starting fresh with new experiences and ideas.  How about we use this week to start fresh with new tools on how to  promote your small business or nonprofit?

Which of these public relations tactics do you use to promote awareness of you company or nonprofit?

  • Write and distribute press releases
  • E-mail media professionals directly with news
  • Call media professionals on the phone
  • Social media
  • eBlasts
  • Events for influencers and prospects
  • Write bylined articles and blog posts
  • Engage with community and philanthropic organizations
  • Sponsorships
Or, maybe you do none of the above.  I would like to hear why not if you do not. Well, it’s Spring!  I recommend you do a little Spring cleaning during Spring break and integrate these tactics into your daily business or nonprofit cycle.
Working with a PR agency to promote awareness about your small business and/or nonprofit should also be a Spring thing!  Your brand will be better for it.
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Best Jobs 2012: Public Relations Specialist (U.S. News & World Report)

Posted in Career on March 6th, 2012 by M.Perini

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. This “eperini Readview” references a U.S. NEWS and World Report  article  that lists public relations specialists as one of the best jobs of 2012. –mbp


by Kimberly Castro

The Rundown:

Whether you’re the press secretary for the President of the United States, a communications director for Google, or a media specialist for a small nonprofit, your main goal is to generate positive publicity for your client and improve their reputation.

As a PR specialist, it’s your job to cultivate and maintain close and productive relationships with journalists, bloggers, and opinion leaders. You’ll be asked to create print and Web-based communications materials—which may include story pitches, press releases, Q&As, presentations, video scripts, and speeches—ensuring they are consistent with your client’s image and message.

Other responsibilities range from acting as a company spokesperson for a wider variety of media inquiries and speaking directly to the press on behalf of your client (sometimes deflecting negative criticism) to preparing your client for press conferences, media interviews, and speeches.

Social media outreach has become an integral part of a PR specialist’s job in recent years. “With the onset of social infrastructure such as Facebook, LinkedIn, Twitter, and Pinterest, combined with the versatility of Web tools, the jobs of public relations specialists are growing at a fast clip,” says Gerard Corbett, chair and CEO of the Public Relations Society of America (PRSA).

Read more

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Perini & Associates: ePerini Newsletters Available FREE

Posted in Advice and Counsel, ePerini READVIEW on February 16th, 2012 by M.Perini









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!

Click here

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