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Volume 1 Issue 5 forward this newsletter August 7, 2003 In This Issue:   Press & Analyst Tours: Why they Matter to B2B Planning a Direct Marketing Campaign 5: Compelling Creative Dear mAc:  How do you handle on-line press in a press tour? Word of the Day   Press & Analyst Tours: Why they Matter to B2B - Maria Lopez-Knowles Press & Analyst tours are a PR function aimed at getting in front of those responsible for generating news and forming opinions about key players in the industry; in short, the industry influencers. An organization typically goes on tour to announce something significant in the hopes of securing coverage in future publications or editorials, or analyst reports or briefs - or simply, for validation (perceived as a player).  Announcements range from: new product; new funding; new customers; quarterly results; key partnerships; mergers; acquisitions; and, new global offices (to name a few). Analysts are distinct from the press.  They are typically paid by two parties: your prospects (to provide recommendations on industry trends, providers, etc.) and by vendors (you and your competition).  Vendors pay analysts to get marketing information and guidance and to a lesser degree, competitive information.  Analysts then include vendors in reports to provide full coverage to their clients (who are also your prospects and customers).  It behooves you and your organization to establish a strong, positive relationship with the analysts in your business sector.  They can make or break significant deals in a single phone conversation. Traditionally, a tour schedule is two weeks in length.  The first week is dedicated to analysts and long-lead (monthly) press; the second week, to short-lead press. It's important to execute a tour sequentially.  By going to the analyst community first, you give analysts an opportunity to act as an industry reference on your behalf to the press.  If the analysts have been briefed, more times than not they are willing to offer up a sound bite and assist in corroborating a news article/story. On the average, press/analyst tours should occur quarterly.  If you have the budget, it makes sense to fly out to see these individuals in person - the only way to truly establish a solid long-term relationship will be in consistently meeting face to face.  However, if you only have the budget to fly out twice a year, make it every other quarter (so that too much time doesn't pass between live visits), and videoconference the other two.  And work smart.  If winter is a season where few visits are made to press/analysts due to weather, visit them then in person. And when you book your meeting, develop a stellar presentation, killer product demo (if you are announcing a new product), and memorable leave behind materials in your press packet.  And be very conscientious of your audience's time; keep the presentation brief and allow plenty of time for Q & A. (Execute a winning Press & Analyst Tour with our new PR Acumen Toolkit - download your copy now.)   Word of the Day Creative: The third element in a successful direct marketing campaign (in order, the List, the Offer, and the Creative). The "Creative" refers to the actual piece that is sent in direct mail or email. The term is not often used in telemarketing, where the equivalent is the telemarketers' script.     Planning a Direct Marketing Campaign 5: Compelling Creative - Steve Knowles You know that your creative won't impact your campaign's success as much your list or your offer - but that doesn't mean it isn't important! Well-designed HTML and rich-media email consistently outperforms text, and a colorful oversized postcard will stand out in an inbox. So take the time and effort to create a quality piece - just don't let it distract you from your list and offer! Here's what your creative must accomplish to put your campaign over the top. Open me first! If your prospect doesn't open your message, the chance they'll take the action you want is - well, zero. So your first task - with your email subject line, your telemarketing voice mail message, or the size, color, shape - and delivery method - of your direct mail piece - is to get your message opened. Put yourself in your prospect's position; think of what they're doing when they receive your piece. What would make you stop and open it? Asking a question or stating a problem (and promising a solution inside!) or using the recipient's name in a subject line increases open rates. Oversize postcards or boxes stand out in an inbox, and first class or express mail will be opened before bulk rate. Call to Action Don't assume your prospects will know how to respond to your offer - tell them exactly what you want them to do. Use the imperative voice, and state the benefit they'll receive, e.g., "Call today to save 50%". Don't ever send a direct marketing piece without a clear call to action! Remember your Brand Don't make the mistake of ignoring your brand in your direct marketing efforts. Your direct marketing efforts will be more successful if they're tied into, and consistent with, your other marketing efforts. And remember, every direct marketing piece also has an effect on your brand. Many more people will see your piece than will respond. Hopefully, they'll remember it and want to do business with you later. Long copy or short copy? How long should your piece be? Classical direct marketers claim long copy always outperforms short pieces, but studies consistently show that people read less online - and they tend to skim. Bob Serling, a very successful direct marketer (online and offline), says your piece should be as long as it takes to convey your product's benefits; no longer, and no shorter. Tell your prospect as much as it takes to get them to take the next step - don't try to sell them your product with a single piece. Get them to attend a seminar, where they'll talk to a salesperson, who will sell them the product. Break your sales process into logical steps, and you can focus on only what's necessary to take them to the next stage. Next issue:  measuring results.   (Review the MarCom Acumen Guidebook for more detailed information on Direct Marketing.)   Dear mAc Q: How do you handle on-line press in a press tour? A: The short answer is to treat on-line press like (very) short-lead press: they often publish daily updates. But things are actually more complex, since many long-lead print publications will also have an on-line component. You still have to talk to these groups far enough in advance to make their long-lead print deadline. You should embargo your release, not to be published before the release date, but there is still a greater chance of a leak/scoop. You need to weigh the impact (positive or negative) that may have. On-line press has additional impacts. It is often easier to get "ink" in the online publication, and there may be multiple on-line deadlines per week. Still, you should target your tour to meet the print deadlines.     Missed an issue of the Dossier? Visit our newsletter archives.     About this newsletter Marketing Acumen delivers marketing tips and insights twice each month to our subscription readership, helping you turn x into 2x in all your marketing efforts. Contact Us You can reach us at +1-510-547-6191 or info@marketingacumen.com About Marketing Acumen, LLC Marketing Acumen, LLC provides marketing products and consulting based on over 30 years experience in Product Marketing, Marketing Communications and executive management. We apply a scientific method to the art of Marketing, to get more than  the response you expected. We'll change your business and show you how to do it again and again - to turn x into 2x. (c) 2003 Marketing Acumen, LLC

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