Author Archives: Don Beehler

Strategic Philanthropy Provides Focus for Ad Agencies

Traditionally, corporate philanthropy has had the aim of helping worthwhile causes while advancing a company’s name recognition, public image and competitive edge. Today, however, the trend toward “strategic philanthropy” – giving in a way that benefits the corporate bottom line – continues to grow as more companies are focusing on areas that resonate with their customers and dovetail with business objectives.

Increasingly, charitable gifts are being viewed as “investments” rather than donations. As a result, companies expect a return on such investments and there is more emphasis on long-term (3-5 years) giving partnerships.

Another tradition approach – pooling funds through an organization such as United Way – is declining because it lacks relationship-building opportunities and generally speaking is less effective in reaching long-term corporate objectives.

Ad agencies that help their clients be strategic in their giving also will help their clients’ bottom lines.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Sponsorships Hold Potential Risks and Rewards for Ad Agencies

At a time when many companies are cutting back on sponsorships, Under Armour is working on a deal with baseball legend Cal Ripken Jr., “that could expose the public company to hundreds of thousands of youth athletes around the world,” according to the Baltimore Business Journal.

Assuming the deal is finalized, will this be a good investment for Under Armour? The Journal states that the youth apparel category made up $56.5 million, or 8 percent, of Under Armour’s 2008 revenue of $725.2 million. Sponsorships can be risky, but if they expand market share among a key audience the company is trying to reach, they can be a worthwhile investment.

Ad agencies are sometimes called on to help clients evaluate requests for sponsorships, charitable contributions and participation in events. A “blueprint” will help assess the best, most strategic opportunities through a set of clearly definable criteria. It also will answer questions such as:

• What is the goal of this sponsorship?
• What is role of the sponsorship/event in our marketing mix?
• What are the core principles that should drive our sponsorship efforts?
• How will we measure the return on investment?
• What are our competitors doing?
• Can we better leverage the sponsorships we already have?

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

New Ad Agency Specializes in Social Media

In what likely will become a growing trend, a new agency called Provenance Digital Media in Birmingham, Ala., is specializing in social media and search marketing.

You can take an interactive role in forming the agency by visiting: http://www.provenancedigital.com. A companion blog will chart its creation.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Targeted Blogs Can Help Ad Agencies Grow

Darren Rowse with ProBlogger lists 21 ways to write posts that are guaranteed to grow your blog:

1. Write something useful
2. Write something unique
3. Write something newsworthy
4. Write something first
5. Write something that makes those who read it smarter
6. Write something controversial
7. Write something insightful
8. Write something that taps into a fear people have
9. Write something that helps people achieve
10. Write something that elicits a response
11. Write something that gives a sense of belonging
12. Write something passionately
13. Write something that interprets or translates news for people
14. Write something inspirational
15. Write something that tells a story
16. Write something that solves a problem
17. Write something that gets a laugh
18. Write something that saves people time or money
19. Write something opinionated
20. Write something that is a resource
21. Write something about something ‘cool‘

Many of these tips meet the criteria for a good pitch to the news media as well: something unique, newsworthy, first, controversial, etc.

Ad agencies are increasingly growing their business through blogs that convey their expertise and reach particular audiences. If your agency doesn’t have a blog yet, make it a priority to start one in 2009.

To visit Darren’s blog, go to: http://www.problogger.net/

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

List of Top Internet Marketing Posts is a Great Resource for Ad Agencies

Recently a friend sent me a post by Tamar Weinberg, a social media enthusiast who has put together a collection of posts that started in January 2008 and been collected for the past 12 months. The list is a great resource for your agency’s online marketing efforts.

Best Internet Marketing Post of 2008: http://www.techipedia.com/2009/internet-marketing-posts-2008/

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Newspapers Decline Necessitates New PR Strategy for Ad Agencies

The recent announcement that Colorado’s oldest paper, the Rocky Mountain News, was ceasing publication is a sad reminder of the changes that are taking place in the newspaper business. Many of the nation’s largest papers have cut staff and are struggling financially.

While the Denver Post, which was the News’ competitor for a more than a century, will try to fill the void, it has its own challenges ahead. According to the Denver Business Journal, both the News and Post had lost half their circulation since 2000.

When I moved to Nashville nearly 16 years ago, we had two newspapers but only one survived. It was great having a second option to pitch a local story, but in most cities the days of having two papers are gone. However, the Internet provides an array of opportunities to communicate in new ways.

Ad agencies that learn to use PR strategically via the Internet will thrive, while those that continue along the same old way will someday find themselves like the Rocky Mountain News— no longer able to compete.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Internet Helps Ad Agencies Put the Public Back in Public Relations

A growing trend in public relations, particularly when trying to sell something, is to do shorter online news releases on a frequent basis. For example, instead of announcing three new services, a company will do a separate release about each new service. This gives the company multiple opportunities for exposure, similar to the way an ad is run over and over again to produce better top-of-mind awareness.

The Internet has made it possible to reach customers and prospects directly. Ad agencies that include various forms of Web content in addition to traditional media relations initiatives will improve their results by connecting directly with important audiences and keeping conversations going with them.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Press Release Grader Helps Ad Agencies Make the Grade with Releases

Press Releases Grader is a free service that evaluates releases and assigns a score to each one based on a number of factors determined by public relations experts. It checks everything from language and content to links and search engine optimization.

Ad agencies will find Press Release Grader a convenient way to do a quick check of a release before distributing it on behalf of a client or for the agency itself.

To try Press Release Grader, visit http://pressrelease.grader.com

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

 

The New Rules of Marketing & PR for Ad Agencies

The New Rules of Marketing & PR by David Meerman Scott is one of the best business books I’ve read in a long time. It provides a comprehensive yet very practical overview of how to use social media to reach audiences.

“What all the new Web tools and techniques have in common,” Scott writes, “is that together they are the best way to communicate directly with your marketplace.”

Creating a buzz online also is a great way to get the attention of journalists, helping them discover you rather you going to them.

Ad agencies will find this book a useful guide for leveraging Web-based communication and helping their clients communicate more effectively. For more information, visit http://www.davidmeermanscott.com/books.htm

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.

Communications Audit: Helping Ad Agencies Uncover Important Issues

A communications audit gives an organization an opportunity to find out what it is doing well in its communication and where it needs to improve.

The audit may also uncover important issues or perceptions that need to be addressed, and in some cases it will significantly alter the way the organization operates.

The end product is a written report of findings, along with recommendations for improving communication.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.