Hmmm.... Blog design in orange and inky blue and acid-green. Weekly blog, about whatever, loosely connected to marketing and publicity. Seem to prefer caricatures to realism—wonder what they really look like?
We know you don’t have time to guess where we’re coming from. So we’re going to tell you, here.
These items reflect our working philosophies about all of the things we do: earned media, publicity, marketing and writing.
1. Let’s give ‘em something to talk about.
Earned media.
Jargon-busters that we are, we hated that phrase on sight. Earned media? What does that mean, exactly? You have to earn your media coverage?
Oh, duh. Maybe it’s not jargon after all.
You do have to earn your media coverage these days—with an event, a message, a service, a giveaway, a news hook, something that makes you stand out (right now) from your competitors. It’s not enough to say, “We’re a nice little company, you should do a story about us.” That’s called advertising. And editors—in print, in broadcast or online--don’t let blatant self-promotion sneak past their little blue pencils.
But a legitimate story about you or your company—the media is hungry for that content.
You’re competing with all of the information in all of the stories out there. You need to give a story to that editor, reporter, publication, radio or TV host, or Web site that will let them fulfill their mission to grab their readers’ and viewers’ minds.
We can help you think like an editor or producer.
We’re Kup & Sourcer, and we can show you how to earn your media coverage.
2. Press releases fail without follow-up.
You’ve been e-mailing press releases into the soundless void, haven’t you?
Everyone does it. Busy people think that an e-mail is better than nothing when they’re trying to get the word out. But if “nothing” is the response, what’s the use of sending a press release? We know you have better things to do.
Kup & Sourcer thinks that a press release without a phone call is like Lucy without Ethel. The redheaded one needed a friend to aid and abet her loony schemes. You need someone to support your legitimate publicity efforts with phone follow-up.
We develop relationships with people in the media to advance your cause. They don’t just know our e-mail address, they know our voices. And, in Phoenix and Albuquerque, our faces.
Want to know a secret? We think that, in most cases, pitches are better than press releases. Call us and we’ll tell you what we mean, and how we do it.
3. What marketing means to us.
Marketing is the message you send even when you’re not actively selling.
More than that, marketing is figuring out what customers and clients want in the first place: coming up with that product or service, pricing it, packaging it, promoting it. And making it available to the audience that already wants it. It is honing, polishing, and refining your offering; it is rearticulating your offering’s value.
We don’t see marketing as isolated, individual actions. To us, marketing is a pervasive thought process that creates the results you envisioned from the start. Soup-to-nuts, we can lay out our menu of marketing services for you.
4. Do it the write way.
Writing is not an intangible. Writing gets you noticed, gets you more online hits, brings more foot traffic into the store, and is an inseparable part of your marketing and publicity program.
Articles, news releases, speeches, presentations, white papers, newsletters and all of the collateral marketing materials you can think of get out your company’s message to your audience in specific, targeted ways.
Are you going to do all of that writing?
We thought not.
Let us do all the work—you can take all the credit. Back in high school, this was called cheating. Now we call it working smarter, not harder.
