Marketing Blog: FootPrints

by Mike Santoro, on May 21, 2013, filed under: Trends, Walker Sands

A few weeks ago, I shared how to get a job using social media in a presentation for the Japan American Society of Chicago. We’ve been hiring a lot of people at Walker Sands, and the first place we look for new employees is referrals from our current employees. In the past year, 50 percent of the people we hired came from people we already knew.

So how do you become known? Unlike in the past social media has opened the door to meet new people. But there are rules to making friends at your dream job. Here’s what I shared with the JASC.

(more…)

No Comments »

by Tory Patrick, on , filed under: Public Relations

When I read this article on Fast Company today, I knew I needed to comment.

The Truth About PR Done Right, and What It Does For Your Startup

The article raises some interesting questions for companies to consider.

How do you truly differentiate your new business in a sea of startups? How do you make a name for your company?

I would argue you could replace “startups” with businesses in general – large or small.

Once you’ve answered those questions, the next step in a PR strategy is why? Why now?

When we do a kick-off meeting with a new client, we always ask, “What separates you from your competition?” Put another way, “What are you doing better than your competition?” The clients that can answer that without batting an eye – well, they are my heroes. It means they’ve thought the whole PR/marketing thing through.

Sure, everyone wants to see their company’s name in print. But are you ready for PR? Maybe you are launching a new product. Most people would naturally think this means you should engage in PR. But are you prepared to speak to the industry and answer questions from editors? Are you ready for an influx of orders? (It’s ok if you’re not. Maybe you are doing a soft launch just to start getting some product out there, which is a strategy in itself.)

A PR firm can make you take a look at yourself and truly determine what makes you different. So you invented the latest widget. Cool. How is yours different? Why should anyone except your mother care?

Don’t get me wrong, I think there are millions of great products and technology companies out there that are doing amazingly awesome things. But without the “so what” factor, these are just millions of products and companies doing average things.

How can you determine the “so what” factor? Here are five questions to ask to determine if you’re ready to hire a PR firm.

1. What’s your 15-second overview that explains who you are and what you do?
2. What problem do you believe you solve for your audience/customers? How?
3. What makes you better than the competition? What do you do better than anyone else?
4. Imagine you are four months in the future. Success for you will be if…
5. What are your top business goals for 2013? These can include things like growing sales by X%, landing a major client, increasing web traffic by Y%, etc.

And if the answer to my question at the onset is yes, you know who to call.

No Comments »

by Sarah Dietze, on May 16, 2013, filed under: Advertising, Public Relations, SEO, Trends

“Native advertising” may be the latest buzzword, and a tool that you keep meaning to ask your PR firm about. Whether you view native ads as entirely new or a spin on the print advertorials of yore, know that they come with their own list of questions, caveats and concerns.

Spending on native advertising is projected to more than double by 2017. Here are the questions you should be asking your PR firm now, before pursuing a strategy that includes sponsored content.

What’s your goal?

While we discourage sponsored posts as a method to inflate either placement or audience figures, native advertising can be an effective way to reach users where they seek content on a daily basis, such as their Facebook feed or news websites.

If your goal is to sell widgets quickly, stick with traditional ads. If your goal is to build brand awareness as you would with traditional media relations, then you’re on the right track.

(more…)

No Comments »

by Tory Patrick, on May 10, 2013, filed under: Walker Sands

During lunch today, a few of us were discussing our Mother’s Day plans. That got us thinking about how awesome our moms are, and how we have taken much of their advice over the years and apply it to our work lives. Here’s some of their best advice. Thanks moms!

Begin with the end in mind.

In the short term, envision what the client/reporter is going to say before they say it, considering how something will be viewed from their perspective. In the long term, envision success before you arrive there, whether success is a high-profile placement or a grateful client.

-Sarah Dietze, Account Executive

Do it now, not five minutes from now. 

Our jobs can be very sporadic. If you put something off, especially something simple, it can haunt you later when you get a big project in and don’t have time to do everything. The best way to keep up is to address everything immediately.

-Christine Pietryla, SVP

Do what needs to be done.

Public relations specifically is a job best done by helping others. Utilizing your team and everyone pitching in makes your team successful. Maybe task A isn’t your job, but if it needs to be done and no one else on your team can tackle it, do it yourself for the greater good.

-Tory Patrick, Account Director

Say please and thank you.

You always get a little further when you’re polite.

-Beth Kempton, MRS

Embrace your imagination.

Sometimes we have to let our minds wander into unchartered territory to come up with innovative solutions for our clients, fresh story ideas for reporters and inspiring ways to lead our teams. The ability to dream big only comes with practice, so don’t ever let anyone tell you it’s a waste of time. Not every idea will stick, but imagination is the fuel of creativity.

-Dave Parro, Account Director

What’s the one piece of advice from your mom you think about every day?

And quick Public Service Announcement: If you haven’t yet gotten a gift for mommy dearest yet, you have approximately 36 hours left to pick something up before Sunday.

1 Comment »

by Emily Johnson, on May 7, 2013, filed under: Marketing, Public Relations, Technology, Trends, Walker Sands

At Walker Sands, we work with a ton of data. It’s a very effective tool to reach reporters and our target audiences, especially with business-to-business companies that don’t have a consumer angle or household name attached to their brand.

Sure, your company’s experience is invaluable – and your clients know that. But if you can’t mention those client projects and testimonials on record, it’s difficult to get your message and expertise out there to people who are less familiar with your brand – think untapped prospects, employees and other key stakeholders. Data solves that problem.

When you can back up your company’s claims with data that provides fresh insights, you immediately position yourself and your company as an expert. You also help your audience and potential clients uncover new trends that impact their customers, industries and businesses.

Data studies increase brand awareness, get you covered in the news, drive leads and provide a foundation for a wide array of content opportunities to keep your audience engaged.

Here are four tips for making the most out of your data:

Mine internally first

The days of big data give companies access to a goldmine of metrics and information. By analyzing these and comparing your findings to information the industry is talking about, you may uncover important trends that you can use – for free – to pitch to the media, publish a whitepaper, host a webinar, share in email marketing campaigns and provide a basis for speaking engagements and sales collateral.

(more…)

1 Comment »