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PUBLICITY

Publicity is a powerful and cost effective method for the wide spread delivery of any message. When applied to business messages, publicity is the best bargain in advertising. Publicity is free and how could you find a better bargain? Furthermore, all publicity is usually good, unless you have done something shameful for which you have just been arrested or are being sued!

New Product News Releases: The new product news release is the best sales lead generator available. AIMARKET publicity professionals will present your new product or new literature available press release to as many as 100 or more editors. Ideally a client's new product news story will be presented first - followed a couple of months later by a literature available announcement about the same product. New product news releases produce large quantities of reader inquiries as they are published in a diverse spread of publications. Inquiries will come from potential users of your product or service as well as potential resellers, distributors, agents and representatives wanting to sell your product for you and profit along with you. Distributors are pleased to receive leads for follow-up. This is visible evidence of your cooperation and support. The market research value of news release response is an excellent guideline. When your product receives free publicity mention in many different magazines the results will show you exactly where your future ad dollars should be spent - no guesswork! Advertising agency sales people try to sell clientele on their media analysis skills. They claim to know best where you should spend your advertising dollars. Wrong - wrong - wrong! Guess again! Publicity professionals (public relations people) have to know the trade press better than most space sales people, simply because our main stock in trade is free publicity. Anyone can buy advertising space anytime. They are thrilled to sell all you wish to buy! The ad sales folks get paid on a commission basis - of course they will talk about frequency, size, color, position! A professional publicity person deals on a daily basis with many more publications than space sales representatives or advertising agency sales people. The moral of all this is - take full advantage of free PR opportunities first. When it is time to consider paid advertising let AIMARKET publicity professionals or other competent, well-recommended publicity professionals guide you. We make our primary earnings as professional product marketing consultants and publicity writers, not commissioned advertising sales people. If we manage your space advertising campaign we prefer to do so on the basis of our normal hourly professional fee. You pay the magazines directly or we will make the buy for you and apply the commission toward our hourly consulting fee.

Company Executive Action News Releases: This type of publicity is very effective in establishing company credibility, community image, enhancing financial status with your bankers and potential investors. It also helps in attracting potential employees and suppliers. An effective marketing communications program capitalizes on every occasion of possible free publicity value: employee promotions, new hires, plant expansions, contract awards received, acquisitions, new dealerships; all are of publicity interest at some level - the local news - the national trade press - the world financial news press.

Case Histories: A case study (history) varies from the news release publicity format in several ways. The case study tells how your product or service solved a particular user's problem (your customer). The story refers to a specific customer (usually by name) and you must obtain permission for the story. AIMARKET publicity professionals will assist you in obtaining such permission from customers or end users. Case studies (typically 500-1000 words) are usually a bit longer than news release (200-300 words) publicity format. They are normally committed to one editor's publication on an exclusive basis for an agreed period. Case studies are effective in establishing your product's "performance credibility." 'They typically produce fewer leads than new product news but, a higher percentage of those leads will be of serious interest level. The great power of association goes to work for you if you just solved a problem for a known company.

Feature Articles: This type story is the best credibility generator among the forms of publicity. Feature articles can cover an unlimited range of subject matters. A technical paper gets published in the right trade or professional journal under your CEO's , your personal, or an engineering executive's byline. The individual and the company gain recognition as authorities. Some case studies wind up growing into "feature articles." There is no clear dividing line. (Generally a feature article is longer than either a case study or a news release. A feature article will usually be illustrated by several photos and a case study or news release by only one. Technical paper type feature stories may be illustrated by charts, graphs and diagrams as well as photos. Feature articles are placed on an exclusive basis with one magazine for a guaranteed time period. Some feature articles are written by AIMARKET publicity clients or their staff - with or without editing/rewriting (tuning up for publication) by the publicity professional. Oftentimes the articles are completely ghost-written by the publicity professional. Some magazines will give you byline credit and some will not. In a few cases the magazines will assign a staff writer to research and write the story - even visiting plant sites or remote end user locations and taking photos. Feature articles are normally 500-3000 words in length. AIMARKET publicity professionals usually research, write and make all the necessary editorial contacts in regard to placing feature stories for client benefit on an hourly fee basis.

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