|
BEYOND BRANDING
By Paul Winslow
Emotional branding is considered by some to be a relatively new field, yet the systematic media relations process has been successfully utilizing the basic tenants of emotional branding for years. What had not been developed until now was a methodology based on media relations that basically goes beyond branding to create, refine and launch a successful message and image.
What is "branding" all about?
For a brand to work it must connect with the public by telling a strong and impactful story. It is not about the hard-sell, or being the biggest, or the flashiest, or even the coolest; it is about making a deep powerful connection, about communicating on a basic human level.
What are the keys to the process?
Having served as a journalist, editor, producer and public relations consultant, I understand both from the media's perspective and the client's perspective what it takes to create a powerful and compelling story. It must be engaging, interesting and hit a basic human-interest factor. The media relations process is the only form of marketing that lives or dies on how compelling the story truly is. It's essential to craft and pitch a story engaging enough to capture the media's attention - to create a story that becomes the news.
How do you apply the refined concept when working with your clients?
In my fifteen-plus years running a media relations firm, I've seen how successful this process can be. Utilizing the media relations methodology and mindset, a simple but effective marketing system has been developed. In this case the purpose is initially not to gain media exposure, but to create an effective story, look, logo, message and emotional communication factor.
What should be the major objective in a sound campaign?
Develop a powerful emotional message that goes beyond branding.
For more information visit:
www.anthonymora.com
TAMING THE FORECLOSURE MONSTER
In one of the roughest real estate markets in U.S. history, few consumers know that there are solutions and options to protecting their home. Intimidated by banks, lost in the turmoil of insufficient funds to pay the mortgage, homeowners are loosing their properties at record rates and with great personal devastation-when often they don't have to.
Timothy G. McFarlin has been practicing foreclosure law for the last five years. Realizing that both lenders and homeowners have the same goal: to keep people in their homes, McFarlin has made helping homeowners work through the foreclosure maze his specialty. He explains that lenders don't want to foreclose; face the expense of paying foreclosure costs, and go through the hassle of reselling the property. Instead, they want to work out a deal with the homeowner, so that they are able to show that they have a "performing loan."
McFarlin is very patient in his quest to make sure people understand the process and what they can do to stave off foreclosure, whether it is through mortgage litigation (finding the originator of the loan and finding how they're wrong either by suing the originator or by giving the payments back) or simply explaining to people their rights and options as consumers.
The housing market's peak of the past few years and recent drop has meant an increase in foreclosures. Some people took out loans with unusual terms in order to afford a house. Others have loans whose payment rates have now been adjusted. Or some people simply bought something they couldn't afford because: the lender didn't properly disclose the terms of the loan or their payments became more than they were able to handle and now they are foreclosing. Whatever the situation, The Law Offices of Timothy G. McFarlin represents consumers in defensive action so that homeowners are able to keep their property.
Timothy G. McFarlin wants people to know there is hope; as long you have some form of income, you can find a way to help you stay in your home.
- Carly Zinderman
For further informaiton visit: www.mcfarlinlaw.com
TRAVEL "DOWN UNDER"
Australia's Office of Tourism recently launched its new campaign to develop travel to the "down under" country.
The Ausies are coming on strong when it comes to promoting vacations and locations for film shoots.
For more - visit Australia.com
SPEAK YOUR BUSINESS IN 30 SECONDS OR LESSTM
The Stealth Seminar That Teaches You to Sell -- Without Selling
Hi! How are you? What do you do?
Eight seconds into your response, I've already judged your success level, education, income, status, and heritage. Actually, I don't really care what you do - I'm a nice person, but I'm too busy caring about my spouse, my kids, my job and my dog.
Like most Americans, I have about a nine-second attention span (that's the same as a goldfish). Your mission is to hook my interest on you, your product or your service, so I'll become intrigued. You have thirty seconds. How will you do it?
Start by calling Ann Convery! Ann is an executive coach, speaker and author with a 15-year background in public relations and sales/media training. She invented "Speak Your Business in 30 Seconds or Less"TM to solve a widespread problem: the "glazed eyeball" effect many people experience when they start talking about themselves or their business.
In her private training and national seminars, Ann teaches people to stop "labeling" themselves out of potential business and to create a simple 3-step formula to attract business every time they speak. Clients discover the secret of numbers for grabbing attention as well as how to create a subliminal offer so subtle that no one ever feels "sold."
Ann has worked with clients such as former Mayor Richard Riordan and top professionals in the fields of medicine, law, business and health preparing them for interviews with CNN, 60 Minutes, The New York Times,The Los Angeles Times, Vogue, People, Self, and other media outlets. She also offers corporate and private training in Easy Sales (for the shy at heart), How to Turn Contacts into Contracts, Portable PR, and Platform Selling, or how to make money while you speak.
One of the field's top speakers and trainers, Ann taught Presentation Skills at UCLA Extension, The PR Power Panel at the Learning Annex in L.A. and New York. She has been interviewed in Elle, Cosmopolitan, ABC-TV, Entrepreneur, Presentations Magazine, Bulldog Reporter, and has written several columns on presentation skills for the L.A. Business Journal.
Her newest book will be released soon in hardcover by Harper Collins.
For information about the next seminar, call (323) 644-7955.
THE VIRTUAL OFFICE
Ask successful real estate agents about what is most important when buying any properties and three words will always be heard -- LOCATION! LOCATION!! LOCATION!!!
Businesses succeed when they, as well, find an address which is in a great location.
Even the smallest business, whether it is accounting, law or even entertainment production companies seem to be more successful if they have a good address. Once again -- location.
Another key factor is whether or not day to day expenses are minimized and a good bottom line is achieved. This occurs as a result of minimizing some of the normal overhead burden and other costs all businesses small or large routinely experience.
Several years ago, Global Business Centers opened its doors at 468 North Camden Drive in the heart of Beverly Hills' famed Golden Triangle.
Its owners' vision offered an address in a prime location. Their concept was to provide businesses with offices and other services which would help to minimize the expenses companies must undertake on a monthly basis -- phone, fax, high-speed computer connections as well as reception and answering services. And, at the same time, offering business a new "virtual office."
The Global Business Center in Beverly Hills also provides a variety of areas to hold meeting from two or three up to larger groups of over fifteen thus eliminating the "let's met at Starbucks for coffee at 10:30." (Speaking of coffee, theirs is always a fresh pot on each level as well as a mini-kitchen for food preparation.)
As mentioned earlier, each business client is given their own phone number which is included in the moderate monthly fee. A live person answers your caller with a greeting of your choosing and will, if you're not in, transfer the call to your private voice mailbox. And, if you wish, the receptionist can transfer the call to your cell phone.
Visitors who come to meet with you will see your company's name on the directory board in the lobby. This feature is also important if you want mail or packages messengered to you. The receptionist will sign for packages and will put them in a mailbox that is assigned to you.
Add it up; a receptionist (with workmen's comp and insurance, etc.), private phone, fax, and high-speed computer lines, a Beverly Hills office, mailroom, conference spaces and so much more your virtual office. These are now all unnecessary extra expenses. Basic service is under $200 per month!
We believe this is a great way to add to your business' bottom line (not to mention the better service you will offer your clients). Ask for Erik at the following number:
Beverly Hills (888) 528-8882 or visit: www.gbcone.com
Home |
Actors/Models |
Art |
Books |
Dining
Film & Video |
Food & Wine |
Health & Fitness
MediaWatch |
Money and Business |
Music |
Profiles
Professional Services |
Sports |
Style & Fashion
Technology |
Theatre |
Travel & Leisure
Copyright © 1995 - 2008 inmag.com
inmag.com (on line) and in Magazine (in print)
are published by in! communications, Inc.
www.inmag.com
|
Advertiser Info
Subscription Form
Contact Us
|
