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Micro-Marketing

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Something I’ve been thinking about recently, and talking to clients about, is the ability Web 2.0 and the idea of the social Web gives them (and us) the ability to track conversations about them and their industry.

It’s not that this sort of peer-to-peer chatter hasn’t happened before, or that companies haven’t been trying to generate buzz around them before – in fact many companies spend huge amounts of marketing dollars on companies such as Bzz Agent and Agent Wildfire to build up excitement – it’s the fact that every online conversation is indexed and is searchable.

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How to give a good interview

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It seems simple enough. Reporter contacts you for a quote or two to beef up an article he’s writing on a friend and business partner. All you need do is give the reporter your phone number and he’ll call you at an agreed time, you’ll have a friendly chat and he’ll try and draw something printable from your conversation.

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Perfect Planning Prevents Piss Poor Public Relations

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Let me tell you a couple of stories. The names have been changed to protect the innocent.

The Athlete
There was once an athlete who was great at training. He could thrash his personal bests, decimate the opposition and make his peers believe he was a superman.

In training.

On the day, he was a mess. His diet was wrong, he had no idea what the opposition was planning to do or what they did in any particular situation. So he did what everyone else did. He hired a coach and started to perform infinitely better. Perfect planning prevented a piss poor performance. [Read more…]

Bloggers: An invaluable communications channel

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If you’re a blogger with a decent readership and a prominent search engine ranking, you’ve probably encountered someone like me. Someone who sends you emails asking you to write something nice about one of my clients.

If you’ve got a huge readership you probably get a truck load of these requests.

Why?

PRs already have access to huge databases (formal and informal) of pretty much all the media in their country/market that could write about the client. Most of them have to speak with the media and have good relationships with them as well.

Why would they want or need to go to the trouble of finding a blog like yours, reading it for an hour or so, finding your contact details and then “pitching you” on their client?
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