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Marketing Management Advice

The following are the most popular expert advice articles on marketing management:

Marketing Management Advice 1

Marketing & Sales - is a direct or indirect approach best?

I've discussed many topics related to High Technology companies over the last several months. One fundamental subject I haven't explored in detail is the promotion of High Tech products.

This is a favorite topic of mine, since I tend to become heavily involved with promotional activities with clients, as part of my consulting practice. Many of my clients are at a stage where gaining (or regaining) market traction is crucial to moving the company forward. So finding successful, profitable promotional programs is quite often one of the key activities that we're concentrating on early in a consulting engagement.

Same old, same old doesn't work

So what's the best way to promote software and other technology products? If you're asking that question, thinking there's an actual answer, you are likely on a path to failure. One-size-fits-all promotional programs rarely work, and if they do, it's probably just lucky. The most important thing to remember about promotion (and marketing in general) is that each company and product line is a unique situation. Even with the exact same company and product line, a promotional program that worked 12 months ago has a high chance of failure today. Markets are not static, particularly fast moving, high growth technology markets. And there is a wide range of market types within the high technology business sector. The proper promotional approach for a $100,000 software package with 1000 potential customers is far different from the best approach for a $49 software package with 5 million potential targets. If you find yourself falling back on some tried and true formula, you're thinking "behind" the market, not "ahead" of it. I always chuckle a bit when I see ads for a new VP Marketing that is seeking candidates only from 10 specific software companies that have had recent success in a particular market. It's very likely that one of those candidates will bring along the "formula" that made "Giant Software Company C" a huge success. Unfortunately, the strategy may be terribly inappropriate for their new company, particularly at a new time/market stage. This is an example of "shooting behind the market"—and with promotional programs, thinking ahead of the market is required.

The reason is what usually works in promotions are novel new approaches (or new spins on old approaches, or approaches from other markets). Once something works, others in the market take notice, and the copy-cat campaigns flood the communication channels, and greatly reduce a successful program's effectiveness. Nothing works forever, so you need to constantly being trying to find the next new promotional program—again, out ahead of the market. It's similar to when the coach of a sports team installs a new system for his team—it throws the competition off balance for a time, but they eventually adjust, and match or counteract what is providing the advantage.

First Art

So how do you approach finding a successful promotional program for your company—do you just guess? Well, not quite. I always say that promotion is a combination of "Art" and "Science"and unfortunately, one that is dramatically underutilized.

Marketing promotional programs are all too often put together haphazardly, without much analysis of the specific situation. Often they are designed in a certain way because the VP Marketing or CEO has always done it that way, or are comfortable with it. Executives without much marketing experience like to see print ads, because in their minds, that's marketing promotion. Of if the VP Sales is involved, Trade shows might be what he's used to. Or seminar promotions might be preferred, if the executive comes from a market with high price points. While all of these methods may be very applicable to an individual situation, they are, on average, some of the higher cost, lower return activities in the promotion bag of tricks. I see thousands (and sometimes millions) of dollars wasted on programs that have been given very little thought, prior to large execution expenditures. Worse yet, these programs are often approved and implemented with no ability to judge whether or not the chosen programs end up being a good investment for the company. This brings me to the measurement part of promotional marketing.

I've never been a big fan of marketing programs which aren't measurable. When measurement doesn't occur, it's often because program implementation just isn't thought through well enough, and accurate measures could have been put in place—but aren't. Some programs however, such as "Image Advertising", just don't lend itself to correlating the program results to the corporation's performance. While there is, again, a place for such programs, I recommend that they be left to those monster corporations who can afford ambiguous results within some segment of a very large budget. For the preponderance of companies out there for which every nickel counts, I highly recommend that you stubbornly stick to programs with results you can easily measure.

A question that often arises when my consulting practice engages with early stage companies is "How should we sell our product? Should we build a sales force, or sell through distributors, dealers or OEM partners?"

The answer, like most topics discussed in this forum, is rarely as simple or straightforward as the question itself. It depends—on a lot of different factors. First of all, if direct, does that mean building an expensive direct sales force, or a marketing driven model with direct sales from a website? If indirect, does it mean distribution through 11,000 mass retailers, or a select few, highly specialized, technical Systems Integrators? There are so many different options within the direct vs. indirect argument.

I will tell you upfront that I have a bias toward using multiple channels—direct and indirect—if at all possible. It's always been my opinion that this is usually the best way of achieving the highest total return, from the high product development investments that are typical in the technology industry. But that's a general rule, and one that won't always hold up in individual cases.

Author: Phil Morettini

Marketing Management Advice 2

Management Training For A Developing Business

One of the hardest transitions in business is turning your winning business from a small enterprise of 1-3 people into a proper organisation that has the capacity to grow. Often the problem that entrepreneurs and small businesses face is that they do not know how to organize their business to achieve growth and as a result they suffer. This happens in spite of the fact that their product or business is successful.

Fortunately there are often simple answers to these problems; answers that can be achieved through training.

Many management training providers offer training to help you with organizational change. Unlike a lot of training courses the most beneficial training is bespoke. With bespoke training the training provider will deliver training based specifically around your business. This unique approach means that analysis will be made based specifically on your business and the results of that analysis will determine the type of training you receive. Although each training scenario is unique the provider will often utilize competency frameworks to objectively analyse the performance of the company to measure the success of the training.

Management training can be provided for senior management when implementing change in your organisation. This will prepare the organisation for a wide variety of change. Perhaps you are looking to vertically integrate or work toward becoming an international organisation. Whatever your aims may be it is important that you are prepared for the change.

The transition stage in a company's progression is one of the most dangerous times for them. They can become vulnerable at this time as many people may not be aware of their new role in the company and often this is when the organisation can become fragmented. This is the main source of failure in many companies. But with management training you can maintain cohesion and manage the change effectively thus making the time of change a time for strengthening as opposed to weakening.

Management training is often delivered with extensive analysis to ensure it has been a success. The quality of the management pre-training can be analysed through surveys and reports which are both qualitative and quantitative. This gives the training provider a benchmark upon which they can instigate improvements. Similar analysis can then be taken after the training has taken place so that its effectiveness can be monitored.

Analysing the attitude of your customers to your company can be a key indicator of how well your management staff are performing. Surveys and questionnaires completed by your customers could indicate how efficient the communication in your company is. Qualitative data from your clients will often reveal how motivated your lower level staff are. This in turn will show how well your management are able to provide motivation. On the whole if your customers are satisfied your company will be successful. This mantra has to be recognised and followed from the top of the chain of command to the bottom.

Psychometric testing is a very useful tool for management training. It will provide a great deal of quantitative information about your management staff. It will enable your management staff to recognise their management styles and the variety of learning styles that the people they manage will respond to. This will mean they are able to improve their own performance as managers and as a result improve the performance of the employees that work under them. Psychometric testing is most beneficial as a method of encouraging your management staff to be self-reflective and to look at the way they conduct themselves with their subordinates. It is a fascinating process that will undoubtedly improve the performance of your organisation.

Author: Shaun Parker


Marketing Management Advice 3

Internet Marketing Consulting Services

The concept of internet marketing is not new. However, the positive use of the Internet has been constantly benefiting the organizations to reach to its ultimate clients effectively in comparatively less time. Internet marketing has proven an effective method for an organization to promote, advertise, sell, or distribute products or services in the market.

Internet marketing is quite techno-functional; therefore a person needs to be abreast with the changing technological trends otherwise it would be difficult to remain competitive in the Internet market.

Services included in Internet Marketing Services
As states earlier, the basic concept of internet marketing is to increase your web presence and attracting potential to join your business requirements. Internet marketing consulting services includes SEO services, web designing, web site promotion consultation and site reviews, site optimization, and many others. Moreover, internet marketing consulting can be done by different means to provide the better results. The basic known services of internet marketing services includes in-house IM consulting, over-the-phone consulting, training, one-on-one or entire group consulting, hourly basis consulting, and monthly consulting.

The special service of training can be availed through email, newsletters, and promotional content formatting, message previewing, outgoing message editing, display formatting, personalized messaging, link structures to search engines, and many others; matching to your needs and requirements.

Market is expanding day-by-day, giving a chance for companies to grow and compete in order to provide the best to its ultimate customers. These services help new aspects of online business and product offerings to grow and serve people better. With these services, you can provide expert advice to promote products, increase the number of viewers visiting a web site, and increase brand awareness as whole.

Since the market is expanding day-by-day, companies require an expert and skilled opinion to gain from the ongoing marketing wave. In order to avail the best benefits of online business demands, regular updation of technology and market environments is required. However, by approaching the right Internet marketing consulting experts, one can get their website to pull its share of the load and add new business.

Internet Marketing Consultants are professional people, specialized in helping businesses grow with a variety of internet marketing consulting services. By implementing different strategic methods, these experts strive to provide higher return on investment for companies.

Internet marketing is transforming the companies’ prospects and with the help of internet marketing consultants, appropriate consulting can be availed.

Author: Editor-123

Marketing Management Advice 4

Strategic Marketing Or Marketing in Aviation

Effective marketing depends upon effective marketing system employed by an industry or separate companies. Marketing as an activity is carried out in a variety of contexts. The most obvious context is of course the sale of goods and services to end-users. Marketing can be described as one of the functional areas of a business, distinct from finance and operations (McDonald, Christopher, 2003). Marketing can also be thought of as one of the activities that, along with product design, manufacturing, and transportation logistics.
In general, aviation industry is one of the profitable industries today which is characterized by of rapid technological and marketing changes. Nevertheless, the present situation requires cooperation between airlines and airports which should help them to market their services effectively to their clients.

Marketing strategies include a wide variety of techniques aimed to deliver customer satisfaction and safety. New product and services development, technological changes mark the main strategic activities in this market segment. Technology, being a universal factor that crosses national and cultural boundaries, plays the crucial role in aviation and aerospace industry. It should be mentioned that technology is truly "stateless"; there are no cultural boundaries limiting its application. Once aviation technology is developed, it soon becomes available virtually everywhere in the world.
In regional markets such as Europe, the increasing overlap of advertising across national boundaries and the mobility of consumers have created opportunities for aviation and airlines marketers to pursue pan-European product positioning. For instance, in 1970s the jet airplane revolutionized communication by making it possible for people to travel around the world in less than 48 hours. Tourism enables people from many countries to see and experience the newest products being sold abroad. One essential characteristic of the effective global aviation business is face-to-face communication among employees and between the company and its customers. Without modern jet travel, such communication would be difficult to accomplish (Bellis, 2001).

New transportation technology significantly reduces the level of prices. The costs associated with physical distribution both in terms of money and time have been greatly reduced as well. The per-unit cost of shipping automobiles from Japan and Korea to the United States by specially designed auto-transport ships is less than the cost of overland shipping from Detroit to either U.S. coast. Another key innovation has been increased utilization of 20- and 40-foot metal containers that can be transferred from trucks to railroad cars to ships.
Another technological innovation, which helps to improve marketing activities is the Internet and World Wide Web. Airlines and aviation can be called boundary-less or global industries, and for this reason Internet and Intranet services has become a driven force for them.
Today's information technology allows airline alliance partners to sell seats on each other's flights, thereby helping travelers get from point to point more easily while boosting revenues for companies such as United Airlines and Lufthansa. Meanwhile, the cost of international telephone calls has fallen dramatically over the past several decades. That fact, plus the advent of new communication technologies such as e-mail, fax, and video teleconferencing, means that managers, executives, and customers can link up electronically from virtually any part of the world without traveling at all.
When a company establishes a site on the Internet, it automatically becomes global, at least in terms of its potential to reach global customers with information. At present, Internet usage is heaviest in the United States. Even as that situation changes, however, many constraints must still be overcome before Internet merchandise purchase transactions can become borderless (Joines, Scherer, Scheufele, 2003).

Marketing departments in aviation and airline industry work closely with R&D departments to ensure that the products which are developed are those which cater for the changing needs of target customers and different needs of varying customer segments. In recent years, high failure rates in the introduction of new products have led departments to be very risk averse, with most 'new' products emerging being merely extensions of existing product lines and not truly new and innovative offerings.
The marketer's role in aviation and airline new product development is therefore about providing a link between the market and the design department, with customers and R&D technicians both being involved in the process. It also requires involving senior management, as changes in customer demand and purchasing patterns may have serious implications for future business objectives and directions.
The main marketing strategy in aerospace and aviation industries is to design a product that consumers did not explicitly request. The challenge of course is to get out in front of consumers; to extrapolate and infer future customer needs. Yet traditional forms of marketing research seldom seem to provide the insight necessary to engage in creative marketing. The basic aerospace initiative include:
"Re-invigorate basic and applied research in aeronautics and aviation.
Develop aviation/aerospace technologies that will significantly lower noise, emissions and fuel consumption.
Address the cost, frequency and reliability of entering space, and increase its economic viability.

Fund revolutionary, not just evolutionary, changes to the air transportation system to obtain greater capacity, safety, traffic flow and automation" (U.S. Aviation and Aerospace Industries, 2003).
It is easy to see the rationale for presenting the marketing department as the linchpin in the new product development process. They are the conduit of information between the market, and the firm and the various departments involved in the new product development process. Taking on a pivotal role means broader involvement of various stakeholders which can be further facilitated by project teams which bring members of all groups together at the same time to discuss and attempt to solve mutual problems. "Infrastructure and air traffic management issues will be a new topic to address both on behalf of aerospace manufacturers and service providers and the SBAC airports segment" (UK aircraft and aerospace industry, 2005).

The above apparently suggests that new product development is purely finding out what customers want and then delivering it. It is possible to suggest, however, that customers do not always know what they want, or at least cannot articulate it in concrete terms.
David Kiley expresses an interesting idea supposing that Airlines "are not marketing even if they think they are". He explains that "consumers are, for the most part, choosing based on where their frequent flyer miles are (that they collect through their jobs) and price. The typical leisure traveler these days is checking online via Orbitz, Expedia or one of the other services for prices and schedules. When the selection of options comes up from United, Northwest, Delta, American, Air France, Virgin Atlantic--how many people are choosing based on how they feel about the airline?" (Kiley, n.d.). On the other hand, it is difficult to deny the role of advertising in airline marketing which has a great influence on consumers preferences and choice.
Today, customer service in airlines relies on reputation and trustworthiness and this no less true in the new forms of system-service. In fields such as package delivery and money management, consumers are seeking indications that their risks will be minimised or eliminated. For these kinds of consumer acts, customer service plays an essential role in assuaging the fears of consumers by projecting an image of trustworthiness and expertise (Johnson, Scholes, 1998).

The Choice of Press issues is based on readership. It refers to the total number of people who probably will read the publication. For example trade and technical publications are often read by people other than the purchaser at the purchaser's place of work. Sunday newspapers and colour supplements are invariably passed around the family for reading. Therefore, readership figures may be several times larger than circulation figures and help to tell us how many people may read the publication. The readership profiles usually indicate the demographic characteristics of the readership, such as age, sex, income and, in particular, socio-economic grading of readers, quintessential to the effective targeting of a company's advertising. For instance, "Delta has recently kicked off a new campaign, themed "Good Goes Around." American has been running sentimental TV ads with the slogan, "We Know Why You Fly." (Kiley).

For maximum penetration it may help to select primary (first choice) media that interlock or cross support each other. If deeper penetration into the same target market, for example, is required, then vertical advertising in the media that reach the same target market will be sought. For example, advertising on commercial television may be linked with advertising in the magazine that provides the program schedules for viewers, or local radio advertising in a particular area may be accompanied by direct mail or press advertising. "The airline industry has literally fought for deregulation that has made each company nothing more than a commodity" (Kiley).
Without new qualitative service airlines companies will not be capable to achieve the overall objectives, that is why the main objective of a company is to maintain the level of service quality and develop strategies to improve its services. Service concepts are based on understanding the unique environment in which a particular firm operates. Usually, airline companies find specific marketing strategies and then translate them into a detailed plan of action which foresee an efficient marketing effort. Implementing a customer oriented strategy is more important than any other techniques. It also means impressing upon the entire staff the importance of customer service because a satisfied customer is the best marketing tool available.
All customers have some expectation of the quality of services which have to be provided. Present day situation is marked by two factors specification, which is to do with the 'design quality' of service, and conformity, which is to do with the 'process' quality which is achieved are of particular importance to customers. Ultimately they are the two factors which determine the quality levels provided by a companies to their customers. These two factors however are themselves determined by other factors.

Specification in the airline industry is determined as a result of an organization's policy, which in turn resulted from decisions on its market policy, and consideration of the market or customer needs and requirements, and the activities of competitors. This is the process of designing quality into the service (Ennew, Reed, Binks, 1993). For instance, "Airlines are scrambling to fill seats and make their customers happy, that's clear. British Airways just this week signed a deal with the Worldwide Travel Exchange (WWTE) hotel-booking arm of Expedia inc company Travelscape, enabling the airline's passengers to book rooms at more than 40,000 hotel properties" (Cox, 2002).
Proof of customer contact improvement includes measuring customer satisfaction, establishing new performance standards, and thereby gaining greater control over, and routinisation of, professional service work. At the same time, quality improvement through self-directed project teams has evolved into a practice whereby task forces adopt goals and use methods that are centrally determined. In this manner, 'success' is evaluated by others through institutionally defined performance improvement measures (Mascarenhas, Kesavan, Bernacchi, 2004).

Today, a wide range of Web services are adopted by airlines and aviation to contact with the customers and to ensure customer satisfaction. It is not a unique and a new form of service but still it is one of the most beneficial areas for attracting a new customers and providing new services for target customers. For instance, "Travelocity provides Internet and wireless reservations information for more than 700 airlines, but it doesn't have special marketing relationships with all of them. It did sign a similar deal with Continental in January and has deals with British Airways, JetBlue and America West, among other airlines" (Cox, 2002).

For airlines companies, Internet rationalizes the expensive and cumbersome proposition of large-scale customer service. Second, the system serves to reduce at least the appearance of risk associated with time-space distanciation and the opacity of the expert system.
In only a short time, online finance has become immensely popular around the world. This might have something to do with the fact that in climates of risk, especially those involving investments, many customers prefer a 'hands-on' approach. Indeed, online services and trading has several advantages for customers. The main, it is available around the clock. There are, of course, risks for customers associated with online trading (Mascarenhas, et al, 2004).

In aviation this approach includes maintenance of high standards which is a key factor in effective customer contact. The purpose of maintenance is to attempt to maximize the performance of service by ensuring that it performs regularly and efficiently. Service, however complex or simple, however cheap or expensive, is liable to breakdown. The effective operation of any system is dependent on the maintenance of all parts of the system, e.g. buildings, services. Indeed, company welfare or personnel practice is designed partly as a maintenance activity, e.g. training and retraining to maintain the availability of appropriate skills, facilities to maintain human capacity, counselling to maintain interest and motivation (Joines et al, 2003).
The audiences may be geographically dispersed in time, but they share common interests that are perhaps difficult to serve profitably though other international media. The online airlines sites ( or thrive because they offer their participants the following: a forum for exchange of common interests; a sense of place with codes of behaviour; a meeting place for specialists; the development of stimulating dialogues leading to relationships based on trust; encouragement for active participation by more than an exclusive few.

"Customers can book on-line at through CanJet's Reservations Sales Centre" (Cox, 2002). Service, however complex or simple, however cheap or expensive, is liable to breakdown. Another alternative is to deliver ads via third-party ad-server companies which can serve ad messages simultaneously to multiple Web sites, measure results, produce consolidated reports, report on the success of the entire campaign, and analyze these results immediately, enabling advertisers to quickly assess the ongoing effectiveness of the campaign.
In traditional markets, dual distribution systems are not uncommon; there are numerous examples of companies using more than one channel of distribution to sell to different groups of customers. However, the process of managing multiple distribution systems can be both tricky and risky. While electronic commerce is creating new opportunities for differential pricing, it can also make such pricing strategies more difficult when it is used to provide customers with better information about their choices. Indeed, customer ignorance -about prices, features and relative product performance - has traditionally been a source of profit for companies. The relationship marketing process involves an iterative cycle of knowledge acquisition, customer differentiation and customization of the entire marketing mix. This process is sometimes referred to as a learning relationship (Johnson, Scholes, 1998). A learning relationship between a customer and an airline company gets smarter and smarter with each individual interaction, defining in ever more detail the customer's own individual needs and tastes.

"The leadership position of the U.S. aviation and aerospace industries is being eroded by foreign competitors who benefit from extensive government subsidies" (U.S. Aviation and Aerospace Industries, 2003). In aerospace services is creating new flexibility for consumers and for business, government markets. And innovation is also occurring through experimentation with new approaches to market development in emerging markets There appears to be a mismatch between the technology incorporation cycle and the technology introduction cycle. Just when the customer feels comfortable with a given technology that they have acquired, a new version comes along making the earlier one obsolete.

A problem with aerospace industry is that although there are only a few major companies, these companies have a majority of the control over the market, requiring an extremely unique spin off of this already established product to have a chance at success. There are many innovative products that enter the sector every year. A talented company management could definitely add these product to the list if they are willing to work hard, think outside of the box, and put their heart into their company (UK aircraft and aerospace industry, 2005)
Competitive pressures have prompted many airlines and aerospace companies to involve marketers in design, manufacturing, and other value-related decisions from the start. This approach is known in some circles as boundary -less marketing. Rather than linking marketing sequentially with other activities, the goal is to eliminate the communication barriers between marketing and other functional area's. Properly implemented, boundary-less marketing ensures that a marketing orientation permeates all value-creating activities in a company (McDonald, Christopher, 2003).

A partnership marketing strategy is the quickest and cheapest ways to develop a global strategy in aviation. It allow share control over assigned tasks, a situation that creates management challenges. Partnership in aviation is attractive because high product development costs in the face of resource constraints may force a company to seek partners and the technology requirements of many contemporary products mean that an individual company may lack the skills, capital, or know-how to go it alone (UK aircraft and aerospace industry, 2005).
It is possible to conclude that aerospace and airline industries mature, fragmentation is overcome and the industry tends to become a consolidated industry dominated by a small number of large companies. Although industries begin by being fragmented, battles for market share and creative attempts to overcome local or niche market boundaries often result in a few companies' obtaining increasingly larger market shares. When product standards become established for minimum quality and features, competition shifts to a greater emphasis on cost and service. Slower growth combined with overcapacity and knowledgeable buyers put a premium on a firm's ability to achieve cost leadership or differentiation along the dimensions most desired by the market.
The increasing opportunities of the Internet offer another area of strength for airlines marketing strategy. Customers want more help with the Internet, airlines in a better position to give it to them. In the traditional brand relationships, communication flows between the marketer and the consumer. The key to airlines successful relationship marketing program is information. The better information that a company can propose to a particular customer, the more value that firm will potentially be able to provide that customer. Produced by ProfEssays ( ) - professional custom essay writing service: custom essays, custom term papers, custom academic papers, custom research papers, compositions, book reports, case study. No plagiarism, high quality, prompt delivery.

Author: Andrew Sandon

Marketing Management Advice 5

How To Make Sure Your Press Release Gets Read

PR, Public Relations and writing Press Releases is something businesses of all shapes and sizes can do to help increase their profits and promote their business. This article looks at how your press release should look to give it the best chance of success.

Do you want to promote your business for free and give you the best possible chance of getting your business, product or service in front of the eyes of your customers? If so this article looks at how your press release should be presented to the media to ensure it:

1. Gets read
2. Gets acted upon
3. Doesn't end up in the bin

The Format to Success and in particular how your press release should actually be presented to the media will give the best possible chance of success. You therefore need to focus on:

1. The Headline - you have to remember that the purpose of the headline is to get the journalists attention and to get them to read the remainder of the press release. The content of your press release may contain fantastic newsworthy information but unless the headline is strong it may never get read.

2. The First Few Paragraphs - journalists tend to like short paragraphs that grab their attention so the last thing you want to do is follow a killer headline with a block of text that they have to trawl through to find what you're trying to say. The first few paragraphs should therefore focus on generating an interest in what you're saying.

3. The Middle - journalists love facts and figures as they add real credibility to a release. Once you've therefore got their attention with the headline and first few paragraphs you should use the middle section to include any relevant facts and figures that will back up your release.

4. A Quote - a short quote from someone with something to say about the release (it could be you) is always a good idea. A quote gives journalists the chance to put it straight in the publication should they wish to. And providing it's an interesting (or controversial) quote it shows them that if they want to contact you you're likely to have something interesting and newsworthy to say. On this point the quote shouldn't be too long. Just enough to maintain their interest and if possible leave them wanting more.

5. The End - The close of a press release is one of the most important parts but so many people end weakly and therefore miss out on coverage. The close has to include a clear, bold call to action. You have to tell the journalist who they need to contact and exactly how they can get in touch with you. Using something like "If you would like any further information please do not hesitate in contacting me" will not work whereas "To arrange an interview or for further information regarding (subject of release) contact XXXX at e-mail or call XXXXXX on 0191 XXXXXXX.

Other useful information on the format of a press release:

a. NEVER SUBMIT A PRESS RELEASE IN ALL UPPER CASE LETTERS. Some people believe it works as surely upper case means it's important. WRONG!!! It isn't easy on the eye and therefore it won't get read. Use mixed case.

b. Spell check - I've mentioned this before but errors in grammar and spelling affect your credibility and potentially risk your release not being acted upon.

c. Length - If possible get your press release on one page (two at the most). Journalists don't have time to read war and peace. That said if your press release doesn't have more than one or two sentences, then the chances are it isn't newsworthy.

d. Check it again - your press release is a chance to get exposure for your business so you want to make the right impression. Therefore write it, proof read it, get someone else to check it as well, rewrite it if necessary and make sure it says exactly what you want (and much more importantly, it says something of interest).

The truth is unless the format of your press release is correct the chances are you will never get your press release published (regardless of how newsworthy it is). Get great at public relations and see how small business marketing can help increase your profits and grow your business.

Author: Marketing Buzz






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