Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Tuesday, January 31, 2006

Collateral creates Credibility

We are often hired to market clients nationwide through public relations, specifically earned media.

Through the earned media "pitching process", many stones are turned over to sell your clients new product or company to the press. 99 out of 100 times the editor or writer will say, "That's great and sounds interesting. Can you send me some more information about this?"

Before you get too far down the earned media path, it is imperative that your client has solid marketing materials (either printed or electronic) that portray them in a positive light.
These materials are building blocks of any marketing strategy. These must be in produced in advance of a PR push in order to establish credibility and educate the audience and in turn get published.

I'm convinced that timing in this business is everything. Putting your marketing projects in the right order will maxize your return and stretch marketing dollars.


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