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Marketing Edge

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Wednesday, July 20, 2005

Yesterday's news makes tomorrow's leads

In today's Marketing Minute podcast, Albert Maruggi explains how yesterday's news - coverage that your organization receives in the general or trade media - can be used to generate tomorrow's leads.

For example, with reprints of a good profile piece from a trade magazine, you can produce marketing collateral such as direct-mail pieces, Web site content, one-sheet handouts, sales presentations, etc. Maruggi gives an example of a company who used this approach to generate more than 100 leads in an integrated campaign that more than paid for itself.

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Coming up in the next week or so:

We have some great Marketing Focus interviews for you. We have:

-Chris Gerald of AAA Audio ("first in your phone book") discussing the use of music and sounds and how they convey particular messages,

-Rodney Rumford, founder of Podblaze.com, talking about his new white paper on the future of podcasting in the business world,

-Chris Villano, the Villano in www.villanophoto.com, discussing image selection and the impact of visual messages, and

-Kamie Twomey, VP of marketing for Overstock.com, offering insightful commentary on the science of marketing and the impact of brick-and-mortar companies expanding their online presences.

Please fill out the survey, or e-mail us with comments at info@providentpartners.net. You can also call us any time at 651-695-0174. Thanks for listening.


At Tue Jul 26, 04:49:00 PM CDT, Blogger Tom Pick said...

Albert is once again spot-on with this suggestion. I worked with a company that got a nice write-up in an industry trade magazine about an expert roundtable discussion in which they had participated.

Of course the company got a nice bump right away from the magazine's publication. But it got even more value from the reprints, using them as "door opener" pieces (either direct mailed with a letter or emailed as a PDF), as well as a part of their promotional package for a company-sponsored annual industry event. Including the roundtable reprint as part of their event package was one factor that led to a 50% increase in attendance.

Tom Pick

At Fri Jul 29, 09:37:00 AM CDT, Blogger Provident Partners said...

Thanks for the kind words, Tom.

Media coverage is great for generating exposure, but if you use that coverage wisely, that exposure becomes secondary in importance. Smart marketers use that coverage to establish the company or a representative as an expert, as someone with credibility.

But it looks like you already know that, Tom!

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