Yesterdays pleasure tomorrows social fixit

 Oatley RSL

At first it was drink driving way back in the eighties (ok for our parents), then over the last few years smoking and now gambling is looking like the next social political target, all soon to be followed at some point by drinking coffee and sleeping in Sunday mornings! 

It seems social vices are slowing being marginalised – the government tax man having carved out his bit, the money spent, the social cost of repair now back on us as tax payers.   Anyway, as long as they can’t tax a beautiful sunrise and swimming in the ocean I think we’re all right.

The social landscape is constantly changing – our pleasure options today so wide and varied – yet, it is the simple things which seem to give us the greatest pleasure – time with family and friends, a good bottle of red, a fine meal.

Last week my brother gave me a call – he said was talking with a manager of one of the local RSL clubs and the topic of conversation included the impact of new non smoking regulations and the emerging awareness of the social cost of problem gambling is having on club patronage, revenues and employment – club revenues are expected to drop somewhere between 10-25% this year.

Though the poker machine cash cow gravy train still powers along pubs and clubs are having to now think a bit more carefully about their business operations and the challenge now is to develop new programs to bring people into their venues – to now face greater competition against all the other leisure time activities and business event locations available – the cafes, the pubs, the home theatre systems.

That’s where we (Maxys) came in – Wayne, the General Manager, the Big Kahuna  of Oatley RSL called and said he wanted to have a chat about how our Interent Marketing Services could help him connect with the thousands of locals on Facebook.

The marketing objective was to position the Club as "top of mind" alternative to the local kids packed pub down the road and target locals and visitors 25+.

Key venue features included the brassarie and large function room downstairs. 

The solution involved our CLIVE presenter Susie. 

Best to check it out yourself and let us know what you think?

http://www.cluboatley.com.au

 

 

 

 

FREE Press Release Service Comparison


Publicity and Media for your Small Business

One of the tools in your business marketing armoury is the “Press Release”. That one page of your fantastic news blasted out to all those lovely media outlets and bloggers around the world, with the aim to get your story into the mass media, in front of your potential customers, into the blogosphere and on the tips of everyone’s lips – all for FREE.

 

Yeah right! Now let’s get back to reality.

 

In terms of Return On Marketing Investment then Press Releases are a very effective strategy BUT with one proviso – the content HAS to be newsworthy.

 

In a past life, we once put a laptop in a surfboard connected to the web as a publicity stunt to highlight a mobile technology “work anywhere” concept – it caught the media’s attention. That release generated a major Sunday night new television headline story and about twenty radio and newspaper stories in less than three days.

 

The upfront PR investment was $3,000 for writing and publicity management, the value of the coverage received an estimated $100,000+

It doesn’t always work out that way.

 

Making News

With the recent launch of Maxys cool transparent video service CLIVE we once again put the writing of our media release in the hands of professional journalist – Fran Molloy from Ultraverse – tech savvy mum of four.

 

Note: From a business point of view at the moment we’re mainly concerned with organic online growth (without the big bang of a product launch) to give us time to develop all our marketing collateral based on initial market feedback.

 

If you are time poor then using a professional writer for your press release gets a far greater return on marketing investment and time BUT, another proviso, you need to be selective in your writer – select a writer that knows your marketplace and by their nature they tend to be distant enough from your business therefore more objective in terms of how your potential readers will respond.

 

In terms of return on expenditure we’ve found a huge 10:1 difference when articles were professionally written by a writer who fully understands our market and the needs of their peers – publishers and other journalists.

 

The key is a good clear brief.

 

If you follow the article links below to draft your brief for your writer you can then spend more time making sure the marketing message is what you want to say and more time on getting the message out there.

 

Once your article is written it then comes down to distribution.

 

Press Release Distribution

There are basically three levels

1. High end more traditional media distribution systems like Reuters
2. New web based services (both FREE and paid) like PRWEB
3. Create a direct, personal relationship with journalists/ bloggers.

CASE STUDY – MAXYS CLIVE

Objective:

Test Press Release Services for Maxys CLIVE with the aim to include Press Release Distribution in our marketing service offerings to our clients.

  • When we have more budget then we’ll look at the higher end solutions. This is where a large number of journalists get their articles.
  • We’ve used PRWEB very successfully over the years so I decided to hold off PRWEB until we’ve launched the CLIVE promotional video (currently being produced)
  • I’m also holding off dealing direct with local journalists just yet until we’ve got a few more local case studies and testimonials to discuss.

 

So what’s left?

 

A search on Google for “FREE PRESS RELEASE” finds the following good article on Publicity & Media For Your Small Business and includes

  • Benefits of marketing with Press Releases
  • Writing your press releases
  • and websites to submit your Press Release

Press Release Submission

We submitted our carefully crafted Press Release to each service. This took a few hours.

The following table represents the results so far from our mass Press Release Distribution exercise after 14 days

Original Release: http://www.maxys.com.au/The-Face/News/Press-Releases/

 

FREE PRESS RELEASE SUBMISSION SERVICES

Initial Spend

Google Ranking
“Maxys CLIVE”

CTR
Clicks Thru

Cost per click

www.1888pressrelease.com

$ 25.00

10

20

$ 01.25

www.pr.com

$ 89.00

7

2

$ 44.50

www.pr-inside.com

$ –

6

 

 

www.24-7pressrelease.com

$ –

8

 

 

www.i-newswire.com

$ –

11

 

 

www.prlog.org

$ –

20

 

 

www.free-press-release.com

$ –

55

 

 

www.pr9.net

$ –

 

 

 

www.pressmethod.com

$ –

 

 

 

         

Google Articles Search Results

 

1,750

 

 

Observations:

 

  • Want Clicks – pay.
  • An interesting point: Some of these services automatically syndicate their content to other websites = more articles in Google/ search engines. We will run a further analysis later to see which sites this content comes from and the number of links and new customers these derivative sites bring in.

Next steps

We have some new announcements coming up in the next few weeks. I’ll then run this process again spreading the budget over a wider sample and look to include PRWEB and others in the analysis.

Local Search – Telstra and Sensis Results

Telstra and Sensis Results came out the other day. They are the biggest player in the Australian technology and communications space so it it important to know how they are doing.

I first read the report through a good website on Australian Internet Startups

Some interesting market dynamics here – Yellow Pages it seems is a bit like the old sleeping China of local search.

What is interesting is there is a lot of talk around local online advertising models (because that’s where the big $$$$ numbers are) but success will be determined by the WIIFM (What’s In It For Me) from mass Small Business engagement – the majority of high margin local Advertisers.

From a business point of view advertising is basically there to increase brand awareness or generate leads and sales – either web site visits, emails, phone calls or Point of Sale.

As a customer which service gives me the best bang for buck or return on marketing investment (ROMI)?

What is equally important is every customer touchpoint experience – how do they feel about your advertising, about your website (is it boring and engaging), making a call (do they wait on hold for twenty minutes), using your product or service etc, how good is your after sales service (where small business is usually best)?

What tools do you give your customers to help spread the word about your business – eg online social bookmarks which are an increasingly important component of the online advertising mix.

Finally, what is the overall Customer Experience "Customacy" and how well do each of these online advertising services compare?

Biggest in many cases may not always mean best.