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"How To Create a Powerful Marketing 'Buzz' In Your Area"
Why was this the most popular Workshop at ACCA XL 2008 and how can it change the course of your business?   Seminar

Publicity is the most powerful form of marketing communication your company can possibly have. There is a wave of influence in your market, merely waiting to slosh one side or the other. Most watch. Some hope that it visits them. However…

Many try to “create” this wave through paid channels of influence, such as costly advertising and media, signage, trucks, uniforms. The lists – and dollars – are endless. At best, they create a splash of recognition for all this effort and expense.

Yet below this wave are the relentless forces of nature which govern public perception. In marketing, this force is known as public relations, which through the use of well-crafted press releases, news and magazine columns, PSA’s and TV spots can cause thousands of eyes and ears to swivel in your direction, each with a heightened assessment of your company. The attention and credibility brings customers and sales dollars, pure and simple.

Is there really such a thing as “free” media/advertising?

Not only is there such a thing as free media/advertising, there are hundreds of thousands of dollars worth of free media/advertising there for the asking, providing you know where it is and how to get to it.

The key element here is substituting the word advertising for its more desirable counterpart “publicity”. Publicity or what we call “Buzz Marketing” is available from every form of media out there. Radio, newspaper, magazines, websites and even television stations. Once you learn the secrets of acquiring this “free” publicity, the benefits are almost immeasurable.

  1. You can get your company name broadcast in a positive light through any media you desire at no cost whatsoever.
  2. With this “cost free” exposure, you’ll receive thousands of dollars worth of business and referrals just like I did.
  3. Due to the unique nature of this form of advertising, you’ll create a “buzz” in your community that will generate the best form of marketing… word of mouth.
 Is the publicity you refer to any better than regular advertising?
 

Aside from the fact that it’s free (which was #1 on my list) it’s also up to 3 times more powerful than “paid for” advertising.

When you pay for an ad in the newspaper, it’s just that: “Paid space” and people often avoid it. Now days, the general public is skeptical about advertising.

    

Are the claims in the ads true? Is this one of those “leader ads” designed to get us in front of someone who can then up-sell us into something more expensive? Is this one of those scams?

Publicity is completely different. It’s someone else… a credible source, telling your story without “selling” anything at all. An article in a newspaper, magazine or even a spot on the evening news sharing information in a positive light about your company will go light years beyond what a simple advertisement can do. Good publicity is the most powerful form of getting your message out to the right people and the response you’ll receive is nothing short of incredible.

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