Entrepreneurship Chapter 10 Ethan Chazin

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Great tips, resources, best practices and strategies for entrepreneurs, start-ups, professionals and small business owners.to plan launch and grow successful businesses.

Great tips, resources, best practices and strategies for entrepreneurs, start-ups, professionals and small business owners.to plan launch and grow successful businesses.

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  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s begin by talking about the sales process. Envision that the selling process is in actuality a four-tiered ladder. Each tier represents one of the four stages of developing an extremely loyal customer base. The first stage is the prospecting phase, which leads you up the ladder from converting your prospects to first time clients when you make your first sale or student placement, then generating repeat business from them, until you finally convert your best clients into apostles. At each stage of the sales process, the skills required are very different. During the prospecting stage, you either have potential customers come to you through referrals, or you have to go find them. Since you have very little control over the business that comes to you, you have to make prospecting an integral part of your day to day operation. This requires you to successfully identify the prospects that you can sell your students to. The skills required to successfully prospect fall under marketing, and include such tactics as direct marketing, researching, sending out fax blasts, emails, and cold calling. In order to convert the prospect into a client, you will require a specific set of sales-specific skills such as handling objectives, spin selling techniques, identifying needs and delivering solutions. In order to have a client give you their repeat business, you will require an entirely different set of skills focusing around client servicing skills. Once you have a client that has given you their repeat business become an advocate for NJCU and the programs/department you place students from, will have to build and maintain a relationship with them such that they rely on you to be a strategic business partner. They will share their business goals with you and consider you an integral part of their resources to achieve their goals and objectives.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to perform, in order to keep them. Write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles. You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
  • Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.

Transcript

  • 1. This WeekThis Week:: Small BusinessSmall Business PromotionsPromotions
  • 2. Let’s Take a QuickLet’s Take a Quick Survey…Survey…
  • 3. What do yourWhat do your customerscustomers REALLY think?REALLY think?
  • 4. Other Stuff…Other Stuff…
  • 5. 9 The Chazin Group
  • 6. 10 The Chazin Group
  • 7. 11 The Chazin Group Resources
  • 8. 12 The Chazin Group Resources
  • 9. PRPR…it’s…it’s FREEFREE Advertising!Advertising!
  • 10. 14 The Chazin Group Resources
  • 11. 15 The Chazin Group Resources
  • 12. 16 The Chazin Group Resources
  • 13. Product BundleProduct Bundle Pricing…Pricing…
  • 14. BCP/HSD Bundle Pricing         BCP/HS D/TV Bundle Pricing         BCP/HSD/ BLTV Bundle Pricing       1 Year 2 Years 3 Years 1 Year 2 Years 3 Years 1 Year 2 Years 3 Years                                 5%  Discount 10%  Discount       5%  Discount 10%  Discount       5%  Discoun t 10%  Discount TIER 1 (1MB Downstream; 256 KB Upstream)         Tier 1         Tier 1       1 Line $141.91 $133.66 $129.41   1 Line $188.91 $175.66 $164.62   1 Line $188.91 $175.66 $164.62 2 Lines $183.87 $172.37 $164.87   2 Lines $227.87 $208.87 $194.28   2 Lines $227.87 $208.87 $194.28 3 Lines $215.83 $201.58 $193.33   3 Lines $256.83 $232.59 $214.94   3 Lines $256.83 $232.59 $214.94 4 Lines $262.78 $245.03 $235.28   4 Lines $300.78 $270.54 $249.10   4 Lines $300.78 $270.54 $249.10 5 Lines $309.74 $288.49 $277.24   5 Lines $344.74 $308.50 $283.26   5 Lines $344.74 $308.50 $283.26 6 Lines $366.69 $341.44 $328.19   6 Lines $398.69 $355.95 $326.42   6 Lines $398.69 $355.95 $326.42 7 Lines $423.64 $394.39 $379.14   7 Lines $452.64 $403.41 $369.57   7 Lines $452.64 $403.41 $369.57 8 Lines $480.59 $447.34 $430.09   8 Lines $506.59 $450.86 $412.73   8 Lines $506.59 $450.86 $412.73 9 Lines $537.54 $500.29 $481.04   9 Lines $560.54 $498.31 $455.88   9 Lines $560.54 $498.31 $455.88 10 Lines $594.49 $553.24 $531.99   10 Lines $614.49 $545.76 $499.04   10 Lines $614.49 $545.76 $499.04 11 Lines $651.44 $201.58 $575.44   11 Lines $668.44 $593.22 $542.19   11 Lines $668.44 $593.22 $542.19 12 Lines $708.39 $659.14 $633.89   12 Lines $722.39 $640.67 $585.35   12 Lines $722.39 $640.67 $585.35
  • 15. Your MarketingYour Marketing Budget…Budget…
  • 16. 20 The Chazin GroupPlanning for Success Description1 Description2 JAN FEB MAR Q1 APR MAY JUN Q2 Event / Tradeshow Customer Business Exchange       $0     $5,000$5,000 Event / Tradeshow Ethernet Expo 2008       $0     $0 Event / Tradeshow Wall St. Technology Assn.       $0       $0 Advtsg Print Advertising     $5,000 $5,000   $5,000   $5,000 DM Various direct mail campaigns   $5,000   $5,000   $5,000   $5,000 Event / Tradeshow Temple Sinai - Middletown NY       $0     $500 $500 Event / Tradeshow State Island, NY       $0     $2,500$2,500 Event / Tradeshow State Island, NY       $0     $5,000$5,000 Event / Tradeshow Teterboro Airport       $0     $2,500$2,500 Advtsg Print Advertising $3,32 0     $3,320 $3,320     $3,320 Advtsg Print Advertising   $9,000   $9,000 $9,000 $9,000   $18,00 0 DM     $5,000   $5,000       $0
  • 17. Business Prod/Svc Description1 Description2 Description3 JAN FEB MAR Q1 HSD BLTV Advtsg Print Advertising Buildings Magazine   $9,000   $9,000 NYDIV BCP, HSD, PN, Partner Together agent/reseller program Develop area of TWCBC/nycwebsite, produce collateral   $10,000 $10,000 $20,000 HSD BLTV DM       $5,000   $5,000 HSD   Advtsg Print Advertising Manhattan Chamber Commerce, Quarterly newsletter $300     $300 HSD   Advtsg Print Advertising Manhattan Chamber Commerce Annual Directory       $0 NYDIV BCP Minor League Baseball Promotional cmpgn Print Advertising Brooklyn Cyclones, Lakewood blueclaws, HV Renegades     $0 HOTEL   Event / Tradeshow Hotel Assn. NY         $0 HOTEL   Advertising Print Advertising Lodging Hospitality $10,42 0     $10,420
  • 18. Promotions GetPromotions Get You Noticed ByYou Noticed By Your TargetYour Target MarketsMarkets
  • 19. • Ask yourself: Why should someone want your product/service? • Would you buy your product/service? • Who is most likely to buy your product/service? Be SPECIFIC • How does your target market currently buy such a product/service? Your Value Proposition
  • 20. • Segmentation involves breaking up your market into smaller groups of people who share certain common characteristics • Your target market is the segment you choose to focus your marketing efforts on based on: – Geographic considerations – Demographic data – Benefits Target Market Segmentation
  • 21. Small Business / Census Data - NY Region Borough/ County      Personal Data Manhattan / NY County Richmond County Brooklyn / Kings Cnty Queens County NY State Total NY City Tot. (Excludes the Bronx) Popuation 1,564,798 459,737 2,472,523 2,225,486 19,306,183 % White 54.40% 77.60% 41.20% 44.10% 73.80% % Black 17.40% 9.70% 36.40% 20% 17.40% % Asian 9.40% 5.70% 7.50% 17.60% 6.70% % Hispanic, Latino 27.20% 12.10% 19.80% 25% 16.10% Foreign Born ('00) 29.40% 16.40% 37.80% 46.10% 20.40%
  • 22. Business Data Manhattan / NY County SI Richmond County Bklyn / Kings Cnty Queens County NY State Total NY City Total (Excludes Bronx) # Businesses     194,835   Minority-Owned Firms, % total ('97) 21.60% 21.60% 36.80% 46.50% 19.60% Language Other Than English Spoken in Home 41.90% 26% 46.70% 53.60% 28% Total # firms 262,825 25,309 148,471 159,668 1,707,168 596,273 % Black-owned firms     19.2%   7.60% # Black-owned firms 16,008 2,291 37,494 18,701 98,080 74,494 % Asian-owned firms     13.3%   8.50% # Asian-owned firms 28,812 2,677 25,939 48,307 145,109 105,735 % Hispanic owned firms     11.5%   9.60% # Hispanic-owned firms 31,850 1,688 22,374 35,195 163,888 91,107 Women-owned             % Women-Owned     32.0%      
  • 23. • Where does your target market get its information from? • What features/benefits are important to your target market? • How does what they consider to be important fit with your offerings • Make your target market pay attention to your messaging Creating Effective Promotions
  • 24. • We’re Bombarded with messaging and consumer recall is POOR • How do you get their attention • What is the one message you want them to take away about your service • The message: – Combine elements of your product/service Value Proposition with their Wants, Needs, and Desires • What’s your message Tonality Creating Your Messaging
  • 25. • PR & Advertising • Direct Mail • Sales Promotion • Internet • Word-of-Mouth (Buzz): Oral or written recommendation by a satisfied customer to the prospective customers of a good or service. Considered to be the most effective form of promotion (you tell someone, who tells someone else, and so on) • Buzz becomes viral when it goes one-to-many with email, blogs, social networking websites • Personal Selling • Guerilla: Unconventional marketing intended to get maximum results from minimal resources. Promotional Mix
  • 26. Selling Your Way to SuccessSuccess$$$$$$
  • 27. 34 The Chazin GroupThe ART of Selling
  • 28. 35 • How Long Does It Take to Follow Up on a Lead? Set a Company Policy • Ask All Leads: How Did You Hear About Us? • Use Campaign Specific Reference Codes • Apply Unique Tel #s For Each Campaign to Track Results • Utilize a Lead Capture/Management System The Chazin GroupProspecting
  • 29. 36 • Develop a Strategic Networking Plan For Identifying, Engaging and Converting Prospects • Create a BEST Customer Profile • Launch a “Give to GetGive to Get” Referral Strategy The Chazin GroupSeeking New Markets
  • 30. 37 Where Are Your Referrals? The Chazin Group
  • 31. 38 • For Small Businesses New Business Comes One of 3 Ways:  50% Existing Relationships  35% Referrals35% Referrals  15% Advertising The Chazin GroupThe POWER of Referrals
  • 32. 39 • Every Page Needs a Link to a Lead Form • Banner Advertising (Cost per Click vs. Cost per Acquisition?) • Multiple Languages • Success Stories, Testimonials, Case Studies • Custom Landing Page For Ea. Promotion • How Easy To Navigate? • Update Product Information Continuously The Chazin GroupYour Website
  • 33. 40 The Chazin GroupExpand Your Offerings
  • 34. 41 The Chazin Group Apostles
  • 35. • Clients are categorized as: – Mercenaries (73%) – Loyalists (17%) – Apostles (3%) Gaining ApostlesThe Value Profit Chain
  • 36. The Sales Process Prospect Marketing Skills Sale Solution Selling Skills Repeat Customer Service Skills Apostle Relationship Skills The Sales “PROCESS”
  • 37. 44 The Chazin GroupConverting Apostles
  • 38. • Create Action Plan to Develop Apostles: – Conduct needs assessment – Develop set of CUSTOMIZED solutions – Convince client to implement your recommendations – Review annually – Target of 12 Gaining ApostlesGaining Apostles
  • 39. • Three Steps to Gain Apostles: – Write down the names of your apostles – Write down what it takes to keep them – Write a list of clients to convert to apostles: • 2X the Actual # Current Apostles • Follow Actions From Previous Steps • Convert 50% Per Year Until You Hit the Magic 12 Gaining ApostlesGaining Apostles
  • 40. • Prospect, evaluate and qualify leads • Research and prepare • Present • LISTEN! • Close • Follow Up The Sales PROCESS
  • 41. • Learn Your Prospect/Client’s Top Pain Points • What Challenges Do They Face • Deliver Value at Every Stage of the 4-Step Sales Process • Exceed Their Wildest Expectations • Empower Every Employee to do the Same • Account Penetration Strategy • Create Policy of “Standards of CareStandards of Care” Sales Best PracticesSales Best Practices
  • 42. • Identify Best Practices • Codify Best Practices • Train the Process • Coach the Process • Measure the Process • Compensate the Process • Constantly Improve the Process http://hbswk.hbs.edu/archive/5028.html 7 Steps to Standards of Care
  • 43. • Follow Customer Conversations Online • Align Sales, Marketing, & Product Management • Touch Them Several Ways • Focus Your Presentations on Their Problems • Become More Visible: – Attend Shows & Conferences – Write Articles, White Papers, Case Studies – Facilitate Roundtables – Serve on a panel Sales Best Practices
  • 44. 51 The Chazin GroupViral Marketing
  • 45. • Create a “buzz” OR wow factor • Give it away! • Get it into the hands of industry influencers and experts – they make the BESTBEST endorsers Viral Marketing
  • 46. 53 The Chazin GroupTop Viral Marketing Campaigns
  • 47. • Gather data on clients and prospects – All of your relevant contact information in one place: • Contacts • Purchase history (Recency, Frequency, Volume & Margin) • Follow through/comments – SalesForce.com, Access, Excel, Constant Contact, etc. CRM Is KEY!
  • 48. • Business Wire & PR Newswire dominate • Build a database of general business and industry-specific media contacts • Establish relationships with the press • Media Kits are required • Use AIDA model from Advertising: – Awareness – Interest – Desire – Action Build a PR Program
  • 49. • What you think is NEWSWORTHY as business owner isn’t the same as what the Media thinks is newsworthy • Understand the challenges members of the media face • Put the information online Build a PR Program
  • 50. Salut Fname Lname Title Publication Organization Website Mr. Arturo Villar Publisher VISTA Magazine ImpreMedia www.vistamagazine.com Ms. Cynthia Corzo Editor Hispanic Market Weekly     Mr. Juan Solana Assoc. Editor Hispanic Business     Ms. Hildy Medina Assoc. Editor Hispanic Business     Ms. Grace Abboud Editor-in-Chief Hispanic Network Magazine     Ms. Mariel Fiori Director La Voz BARD College         Editor Hispanic PR Wire www.hispanicprwire.com Mr. Miguel Cruz Tejada Editor Impacto Latin News   www.impactolatinnews.inf o/homeIndexhtml.html Mr. Aaron Lopez Publisher & Editor 24 Horas Tricom Media www.24horasnewspaper.co m Mr. Armando Tonatiuh Hernandez Executive Editor 24 Horas Tricom Media Mr. David Crombie Editor Latin Finance   www.latinfinance.com Mr. Kendrick Ross Publisher El Nuevo North           Editor El Tiempo de NY           Editor Hoy Fin De Semana    
  • 51. 58 The Chazin GroupOnline PR Program
  • 52. 59 The Chazin GroupYour Website
  • 53. 60 The Chazin GroupYour Website