This Static Spot is open for sponsor

Click Here to Sponsor MCT Eric Post in Full Page

Afrikaans Afrikaans Albanian Albanian Amharic Amharic Arabic Arabic Armenian Armenian Azerbaijani Azerbaijani Basque Basque Belarusian Belarusian Bengali Bengali Bosnian Bosnian Bulgarian Bulgarian Catalan Catalan Cebuano Cebuano Chichewa Chichewa Chinese (Simplified) Chinese (Simplified) Chinese (Traditional) Chinese (Traditional) Corsican Corsican Croatian Croatian Czech Czech Danish Danish Dutch Dutch English English Esperanto Esperanto Estonian Estonian Filipino Filipino Finnish Finnish French French Frisian Frisian Galician Galician Georgian Georgian German German Greek Greek Gujarati Gujarati Haitian Creole Haitian Creole Hausa Hausa Hawaiian Hawaiian Hebrew Hebrew Hindi Hindi Hmong Hmong Hungarian Hungarian Icelandic Icelandic Igbo Igbo Indonesian Indonesian Irish Irish Italian Italian Japanese Japanese Javanese Javanese Kannada Kannada Kazakh Kazakh Khmer Khmer Korean Korean Kurdish (Kurmanji) Kurdish (Kurmanji) Kyrgyz Kyrgyz Lao Lao Latin Latin Latvian Latvian Lithuanian Lithuanian Luxembourgish Luxembourgish Macedonian Macedonian Malagasy Malagasy Malay Malay Malayalam Malayalam Maltese Maltese Maori Maori Marathi Marathi Mongolian Mongolian Myanmar (Burmese) Myanmar (Burmese) Nepali Nepali Norwegian Norwegian Pashto Pashto Persian Persian Polish Polish Portuguese Portuguese Punjabi Punjabi Romanian Romanian Russian Russian Samoan Samoan Scottish Gaelic Scottish Gaelic Serbian Serbian Sesotho Sesotho Shona Shona Sindhi Sindhi Sinhala Sinhala Slovak Slovak Slovenian Slovenian Somali Somali Spanish Spanish Sundanese Sundanese Swahili Swahili Swedish Swedish Tajik Tajik Tamil Tamil Telugu Telugu Thai Thai Turkish Turkish Ukrainian Ukrainian Urdu Urdu Uzbek Uzbek Vietnamese Vietnamese Welsh Welsh Xhosa Xhosa Yiddish Yiddish Yoruba Yoruba Zulu Zulu

 

 

Article Navigation

Back To Main Page

 

Click Here for more articles
Google
Advertising vs. PR in Your Small Business Marketing Strategy
by: J D Moore
Copyright 2005 J D Moore

A great small business marketing strategy includes a mix of tactics. Advertising and PR are two very important tools that all small business owners need to be using regularly. Many small businesses I talk to do one of the other, but don't commit to doing both. Each has its strengths and weaknesses and are complimentary to each other.

Small Business Advertising Strengths:
-The biggest advantage with small business advertising is your complete control over the message. You get to focus on whatever you want, write the text, and choose the visuals. You ensure that your marketing message is delivered.

-You control placement. You choose the exact timing and media in which your advertising is placed. This is a huge advantage because naturally you are going to choose to place your ads where your target market is most likely to see them.

-You can repeat your messages over and over again. Effective small business marketing incorporates a high degree of repetition and consistency. Advertising can and should be run on regular schedules.

-With advertising, you (and your budget) control your marketing saturation. You can run the same ad across different publications serving the same market, run matching Internet advertising, put an ad on the radio, do cable TV, do outdoor advertising, etc. Ideally you need to be reaching your target market at least 4 different ways for them to respond.

Advertising Weaknesses
-Advertising generally costs money. Most small businesses don't have a huge budget for marketing. Sometimes being creative can help defray costs. Sometimes you can trade for advertising space. You may be able to do co-op advertising.

-Small business advertising needs to be very targeted to be effective. Sometimes the only choices you have in your community are mass-market like newspapers. You still need to advertise, but some of your marketing dollars will be spent to advertise to people who don't want or need what you're selling.

-Most small business advertising stinks. I hate to say it, but it's true. Many do-it-yourself advertisers don't understand that there are advertising fundamentals that work. A good ad will always out-pull a bad one. Here's my plug: If you can't invest the time and money to learn how advertising REALLY works, get yourself a small business marketing coach to help you build more effective campaigns. It will be money well invested.

PR Strengths:
-It's FREE! OK, you might incur a very small charge if you hire someone to write and distribute a press release for you, but this is minimal. I think the reason why most small businesses don't do PR is that they don't know how it's done. Again, get some coaching, or pay someone to do it for you.

-Press is trusted more than advertising. If you read a review that says that a new restaurant is the best thing in town, there's some credibility there. We tend to assume that a person who is writing an article is an expert, and that they are an uninterested third party.

-You can distribute PR globally. As long as what you are doing is actually interesting globally, you can distribute your press releases globally. This isn't necessarily as targeted as your advertising needs to be, but you're not paying for editorial. By the way, never pay for editorial, and don't advertise with media that promises to give you editorial as long as you advertise. This is unethical and transparent - and the credibility of the media will always be in question.

PR Weaknesses:
-You have no control over what the press is actually going to write or say about you. They may spell your name wrong, they may get some details wrong, they may choose to focus on something you don't want to highlight. In general this isn't a big issue, as long as they are saying good things about you.

-PR tends to be single exposure. Unless circumstances are really unusual, the press is not going to run the same story over and over again. I have been involved with an exception to that. I was doing something that corresponded with a current event and the press came to me again and again over 4 weeks for TV interviews. This was pure timing. It's difficult to engineer press like that without seeming mercenary.

-There is no guarantee that you're even going to get coverage. I was called to do a TV interview once and rushed into the city to meet the reporter and photographer. On my way in ,the reporter called me on my cell phone to tell me they were pulling the story because there was breaking news that they had to go cover. Depending on what's going on you may get tons of press or none at all.

You see that small business advertising and PR are different things. You need them both, and you need to work at both of them consistently. They are two important tools in your small business marketing toolbox.


About the author:
J D Moore - Marketing Comet Does your small business marketing stink? Let's fix it! http://marketingcomet.typepad.com


Circulated by Article Emporium

 


©2005 - All Rights Reserved

This Static Spot is open for sponsor

Credit Repair Information

Read Articles:


 Five Tips to Obtain Credit for Small Businesses

 You're SOOOO Close to More Business - It's Scary!

More Article Pages 1 - 2

 

 How Credit Repair Works
 by: John Mussi

With personal debt at an all-time high, a number of individuals have found that they have overextended themselves and have become immersed in debt. As their debt grows, they can't help but get more and more behind… and their credit score pays the price. If you are one of the many who have had problems with your credit in the past (or still have problems with it), you may be considering credit repair as a way to get back on track.

Before you sign up for a credit repair plan, you should make sure that you understand exactly what is involved in repairing your credit score… while there are a lot of credit repair agencies that are legitimate, there are also some that seek to prey on those who need help and perform services that are both immoral and illegal.

What Credit Repair Is

Obviously, the goal of credit repair is to improve your credit score and get you back on track financially after past credit problems. A variety of credit repair services exist, providing everything from credit counselling and debt negotiation to debt consolidation loans and budgeting advice.

When used properly, credit repair services can not only help you to get caught up with your bills and on the path to a better credit score but they can help you to avoid bankruptcy and set you up to avoid credit problems in the future.

Credit repair takes time, however, and should never be viewed as a “quick fix” for your credit.

If an offer claims that they can instantly grant you new credit, then it's likely not only bogus but can also get you into legal trouble if you accept it.

Common Types of Credit Repair

As mentioned above, credit repair can take several different forms. Credit counselling services provide assistance with the budgeting and repayment of your debts, and offer advice on simple ways to improve your credit without additional loans. They also often provide debt negotiation, which is the working out of a settlement with your creditors so that you only have to repay a portion of your original debt within a certain timeframe.

Debt consolidation loans are also used for the purposes of credit repair, allowing you to take out a loan in order to pay off outstanding debts and leaving you with a single monthly loan payment instead of several different payments.

Budgeting assistance services are also available to help you get control of your spending and personal finances.

Avoiding Credit Repair Scams

Unfortunately, there will always be unsavory individuals who seek to make money off of those who are in need of assistance.

Any credit repair service that promises instant results or that offers to simply create a new credit report for you should be avoided… what they're really creating is a business tax identification number, and any individual who uses one is in danger of being charged with fraud and possibly other charges.

Credit repair takes time; if an offer sounds too good to be true, then it likely is.

Repairing Your Own Credit

Of course, by paying off old debts and establishing and maintaining new lines of credit you can begin the process of credit repair yourself.

Request a copy of your credit report and check it for errors, and then focus on clearing the debts that appear as negative reports.

It may take years for all of the negative reports to expire, but by preventing new ones while increasing your positive reports your credit score will slowly rise on its own.

--

You may freely reprint this article provided the following author's biography (including the live URL link) remains intact:


©2005 - All Rights Reserved

JV Blogs Visit free hit counter