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AutoXray: Public Relations vs. Advertising

The United States is such an advertising driven society that it is only natural for entrepreneurs to move too quickly on an advertising campaign.  Advertising too soon, before established distribution channels are in place can severely impact sales and a strategic entry into the market.  Entrepreneurs often make the common mistake that advertising will pull the sales through and save the day for slumping sales through distribution.  The problem is usually more systemic and needs to be addressed at a much lower level initially. 

We believe in building a fundamentally sound public relations program around a great product or service.  This usually starts long before the launch of the new product.  Editorial coverage comes from relationships with key media influencers that have been developed over years of contact.  Usually this type of experience is hard to find internally and should be left to a seasoned professional. 

Our magazine rich consumer and trade markets have a veracious appetite for covering new products and services.  A public relations professional knows the writers, when products are newsworthy and how the media likes to receive the information.

GD Mac recommends using a firm that can deliver results and sales focused PR plans. This is not be confused with ad agencies and design firms masquerading as public relations agencies.  If the firm is prolific for its current clients with recent big name publications coving their products and services it means they will likely be able to replicate this for you as well.  I have to emphasize recent.  If you are getting pitched by firms talking about coverage they received several years ago, they may not be able to make it happen as their valuable contacts may have moved on to cover different beats or left the publication all together.

Editorial coverage is the germination point for a good marketing program. It is one of the fundamental building blocks that your product or service will need for creditability and consumer acceptance.  Once your company, product or service has been covered in key publications, records and tracking methods should be in place so an awards program can be initiated.

As traction begins you will need to gain additional exposure.  If you are a products based company, distribution cooperative marketing programs are a cost effective way to participate in the promotion of your products without a full-fledged advertising campaign.  This is a great way to test your consumer messages and see what resonates with your customers.

Many times ad people believe successful and creative campaigns have to be released like a long awaited movie screening.  Also known as "no one sees it until we premier it."  This is a dreadful idea, what if it doesn't work?  We maintain that messages should be tested and expanded slowly.  Chances are if they are working on a smaller scale those same messages will work on a larger scale.

If the customer "bought off" on the small ad, congratulations; if they didn't and see it again, it will not spoil the moment or lose impact.  If it almost worked the first time, the reinforcement may close the sale the second.  And if they remember that a previous message was a little different it's OK, be thankful they are paying attention.

The big ad agencies want the surprise of a block buster ad campaign. This is great for ubiquitously familiar items like automobiles.  In those cases, surprise is OK and it may be appropriate to spend the money in these highly competitive marketplaces.

The reading provided in these pages is not likely for the automobile industry executive's eyes.  You are more likely looking for value for your marketing dollar and every penny counts. Large full-page advertising launched too early in the life cycle of a product or service is detrimental to cash flow and should be used in a more efficient manner in the early stages of product/service announcements.

GD MAC

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Project Downloads

· Acquisition
· The Brand
· Event Planning
· Finding Money
· Loyalty
· No Funding.com
· Patents
· PR vs. Advertising
· Sales

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