HBA Presentation PR Adv Best Practices


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October 27, 2010 Lunch and Learn presentation to the Toledo Area Home Builders Association

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  • Remember: There are no guarantees for coverage of your organization, product or service by the media – no matter how strong the relationship – These relationships help to encourage consideration of stories that are relevant to the media’s readership or viewership.

    If you want guaranteed exposure … you must purchase advertising
  • Find out the time frame in which the media you are interested in work. Magazines, for instance, typically work several months in advance, so if you want to get a story about your business in the December issue, you may need to send your idea in June.

    When considering media that can publicize your business, don't forget the "hidden" media in your community. These can include free publications for singles and seniors and women (BUZZ BOOK, DOT), for tourists, for local companies' employees, and for social or charitable organizations like the Junior League.
  • Creating a search engine optimized news release that incorporates keywords used by their ideal customer can be very effective. Those keywords will come in online searches and can lead the prospect to their website.

    Users can incorporate embedded video, images, powerpoints and more into a hosted “microsite” that can easily be shared via the social web using apps like Facebook, Twitter and more. A dynamic blend of traditional PR and a more progressive, conversational method, the Pitch opens doors and engages readers. Those readers include not just media, but investors and consumers (friends, fans and followers) alike.

    TellToledo… similar, free, local

    Distributing an optimized release online helps the release become indexed by search engines, leading customers, prospects, journalists, bloggers, or other influencers to you.

    Additionally, they should have a press room or news and event page as part of their website and archive their press releases there. A surprising number of visitors to a website will go to the news and events or press room to learn more about a company or organization.

    Finally, they should have a fan page on Facebook and should distribute their news releases there as well. They can add the Notes application to their page and then easily upload the release. They can also search for journalists and media on Facebook and connect with them there as well.
  • Research:


    Google Blogs

  • HBA Presentation PR Adv Best Practices

    1. 1. Advertising & PR: Best Practices to Promote your Business Presented by: Breanna Filas – Metro Media Group Leasa Maxx – Maxx Marketing & Design
    2. 2. Advertising • What is it? ▫ … attracting public attention to a product or organization by paid announcements in print, broadcast, or electronic media.
    3. 3. Identifying Your Target Market • Demographics/Psychographics • Who are your current clients? • Who are your best clients? • Who are your prospects? (Who would you like to have as clients?)
    4. 4. Case in Point • Those who choose to build green: ▫ Primary: Willing to pay premium for high ROI ▫ Demographics  45 – 54  Professionals; Incomes $65K+  Women: Mothers with eye on household budget ▫ Hard benefits vs. Soft Benefits
    5. 5. Set your Budget • Before & After • Determining Your Budget ▫ Current Sales ▫ Current Profit ▫ Sales Goals
    6. 6. Set your Objectives • Increase awareness • Promote an event • Increase sales in the short-term • … Be realistic!
    7. 7. Meet your Objectives • How can you do this effectively? ▫ Target Market vs. Medium ▫ Compare Demographics to Cost ▫ Technical Lingo
    8. 8. Negotiate Rates • Play it cool • Know your Medium • Specials & Promotions
    9. 9. Execute Media Plan • Be prepared • Track results • Give it time!
    10. 10. Public Relations • What is it? ▫ Entrepreneur.com: (working with) the news or business press to carry positive stories about your company or your products; cultivating good relationships with local press … • How is it different from advertising? ▫ Free vs. Paid Placement ▫ Third-party Point-of-View • The main tool: News Release
    11. 11. Start with your objectives • Do you want to generate inquiries? • Do you want to communicate with your clients and prospects? Build your relationship? • Do you want to create buzz in general?
    12. 12. News Release • EPA Says Ashton Woods Homes "Leading the Nation" in Building High-Performance Homes • Considered a "Select Group of Builders" by EPA Director • 10.13.2010– Ashton Woods Homes, a premiere builder of eco-friendly and energy-efficient new homes, today announced that they had been commended by the National Director of the Environmental Protection Agency (EPA). Headquartered in Atlanta Georgia, Ashton Woods builds high-performance new homes in growth communities in Houston, Atlanta, Austin, Dallas, Orlando, Phoenix, Raleigh and Tampa. Close to jobs, shopping and transportation corridors, Ashton Woods effectively balances healthy-house features with energy-efficiency in their Power House Green homes – which can save homeowners as much as 45% per year on utility bills. In an e-mail from the United States Environmental Protection Agency, in Washington, D.C., Sam Rashkin, Director, ENERGY STAR for New Homes says, "A select group of large builders are leading the Nation's housing industry to high-performance homes by committing to all of their divisions to construct 100% ENERGY STAR Qualified Homes. Ashton Woods is one of those builders. Their efforts will help provide homes that are better for our nation, our communities, and home owners across the country." “We are very pleased to be recognized from the Director of Energy Star representing the EPA,” said Ralph Farrell, Senior V.P. of Operations at Ashton Woods Homes. “Over the last eight years Ashton Woods Homes has been 100% committed to providing our customers the most energy efficient, healthy homes in our markets. We appreciate being recognized in doing so, but we are most proud that we do it because it is the right thing to do,’” added Mr. Farrell. During the past eight years, Ashton Woods Homes has demonstrated its commitment to providing green, energy efficient homes. With more buyers each year purchasing high-performance, energy- efficient homes, Ashton Woods continues to provide state-of-the-art features and benefits to its buyers in each of its new homes. Visit www.ashtonwoods.com/powerhouse to learn more. About ENERGY STAR ENERGY STAR was introduced by the U.S. Environmental Protection Agency in 1992 as a voluntary market-based partnership to reduce greenhouse gas emissions through increased energy efficiency. Today, ENERGY STAR offers businesses and consumers energy-efficient solutions to save energy, money and help protect the environment for future generations. More than 12,000 organizations are ENERGY STAR partners committed to improving the energy efficiency of products, homes, buildings and businesses. For more information about ENERGY STAR, visit www.energystar.gov or call toll- free 1-888-STAR-YES (1-888-782-7937). About Ashton Woods Homes Ashton Woods Homes is a subsidiary of the Great Gulf Group- a fully-integrated collection of companies that spans the entire real estate spectrum in North America – from land acquisition and development to the design and construction of master planned communities. For more than 40 years, Ashton Woods has built a solid reputation for building comfortable, energy-efficient, high- performance homes and is the winner in Overall Quality in the 2009 J.D. Power Survey for New- Home Builder Customer Satisfaction Ranking and is honored with the most coveted local, regional and national awards. For more information, visit www.ashtonwoodshomes.com. ### Contact: Tad Serbin Ashton Woods Homes Phone: 770-998-9663 | Email: tserbin@ashtonwoodshomes.com http://pitch.pe/94623
    13. 13. News Releases • Getting coverage ▫ Get to know the media covering your industry. ▫ Social media can help. (Facebook, Twitter) ▫ Read and listen to their stories. ▫ Do your homework and make sure your pitch is relevant. ▫ Send objective news release. (Reads like an article; Not like a sales letter.)
    14. 14. News Releases • Building relationships with clients & prospects ▫ Optimize your news release for the web (keywords) ▫ Distribute online via a service:  Pitchengine.com  Telltoledo.com  PR Newswire  ExpertClick/News Release Wire ▫ Post it on your web site  Press Room or News & Events  Facebook Business Page  Linkedin Status Updates and Profile
    15. 15. News Release • Create buzz ▫ Identify key industry bloggers (influencers, citizen journalists) ▫ Don’t jump in feet first. ▫ Read thoughtfully. Comment thoughtfully. ▫ Once there is two-way communication, you will know the right time that the blogger will be receptive to news release.
    16. 16. Execute PR Plan • Be prepared • Track your results ▫ # of placements ▫ # of inquiries ▫ Web site traffic • Give it time
    17. 17. Thank you! If we can be of assistance: http://www.linkedin.com/in/breannafilas http://www.linkedin.com/in/leasamaxx