Adding Marketing and Public Relations to the Mix to Leverage Your Success Lynott & Associates PR

“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships.” American Marketing Association “The practice and science of trading” Wikipedia

Helps build your brand and reputation Softens the ground for your sales efforts Keeps you in front of your prospects and customers Positions you in the market Aids in product and services pricing Refines distribution and service strategies Bottom line: Increased revenues and profits

Position your product in context of what’s already out there Differentiate from your competitors (there are always competitors) SWOT Analysis Develop your messaging 3 -5 key selling points Be mindful of the prospects POV

For [ target customers ] Who are dissatisfied with [ current market alternative] Our product is a [new product category] Unlike [the product alternative] We have created [key product benefits] For cost conscious consumers who are dissatisfied with the short life of incandescent bulbs, our product is a LED based light source, unlike those energy wasting bulbs available today. We have created an ideal light that is bright, uses little power and lasts forever.

Public Relations vs. Advertising Print/Broadcast Media vs. New Media Press Releases Write them for the media Short, compelling They start the conversation Targeted Media Lists/News Wire Talking to the media Contacting them Telling your story

20 – 30 % of Gross Revenues Marketing 5-10 % Sales 1o-25 %

Straightens out positioning and messaging, if necessary Aligns with Corporate Strategy – Supports Goals Assures brand is consistent - logo, marketing materials, sales collateral, web site Prepares Press kit and background materials Conducts media campaigns – Press releases, etc. Integrates use of social media – Blogs, Twitter, LinkedIn, Video, PodcastingVideo PR is a process not an event – from 3 to 6 months to show results