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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

Use Press Releases to Get the Word Out About New Equipment

 
Last week, Fire Enterprises (FEI) marketing maven Marka gave savvy salesperson Zoot some tips for using video content to connect with customers. This week, Marka tells Zoot how FEI can use press releases to spread the word about new equipment. Remember, fire=print.

Marka headed down into FEI’s torch-making factory, where she found Head Foreman Dimeto telling Zoot about the newly-installed Olympia 2000 Torchmaker.

“With this new machine installed,” Dimeto screamed at Zoot over the din of torches being molded and moved down an assembly line, “We can produce torches twice as fast as we used to.”

“So that means FEI customers will get their torches twice as fast,” Zoot said. “Or twice as many torches at the same speed.”

Dimeto touched his nose with his hand. “You got it.”

“This is a fantastic new machine,” Zoot said to Marka. “How do we get the word out about it? Sure, we’ll create a new brochure that I can hand out on sales calls, and we’ll develop appropriate messaging for sales and customer service staffs. But that’s just a start.”

“A new installation like this is big company news,” Marka said. “And one of the best ways to announce big company news is through sending a targeted press release. Press releases will help us spread the word to our customers about this new acquisition. Sure, we’ll announce this new installation directly to customers: via broadcast e-mail, social media, Website News page, direct mail, and any other customer touch points. But if we can get this announcement picked up by some of the fire industry’s leading news outlets and blogs as well, it’ll convey an authority and sense of importance that our marketing promotions simply can’t match.”

“Tell me more,” Zoot said with curiosity.

There happened to be a whiteboard right behind the Olympia 2000, and Marka started scribbling on it:

Press Releases Help You Get the Word Out

“Now that our new equipment is up and running, the first step is to make the fire industry aware of our new capabilities,” Marka said. “The most efficient way to do so is with a well-written, properly-distributed press release. Both trade media and local business publications should be on the list to receive our release. We may also want to print and mail this release to key customers and prospects, perhaps with a personalized note that says “Thought you might be interested in hearing about this.”

“For a cost, we could also distribute this press release via an online PR distribution service,” Marka said. “When various news sites pick up our release, a whole squadron of links will be created back to the release’s source—our Website. Dozens or even hundreds of external links can be created this way. And more external links to our Website will drive better performance in search engines for us.”

Zoot put his hand to his head. “Marka, I’m getting a premonition—you have more tips for how to spread the word about new equipment installations with a sustained PR effort.”

“Boy, Zoot—have you considered joining the circus with a talent like that?”

Next week: Marka discusses another PR tactic businesses can use to help spread the word about new equipment.

Today’s FIRE! Point
Just installed a new piece of equipment? Press releases will help us spread the word to your customers. If you can get this announcement picked up by leading industry news outlets and blogs, it’ll convey an authority and sense of importance that your marketing promotions simply can’t match.

FIRE! In Action: Telehealth Services Uses PR to Grow Sales
A healthcare IT marketer used press releases as part of a strategy to generate a series of strong leads.

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