And Key Charts

Newspaper Magazine Advertising Checklist 41 Invitation Invitational Bulletin Checklist 76 Mailing Cost Testing and Budgeting Formula 106 Yellow Pages Advertising Checklist 172 Basic Internet Advertising Checklist 221 Publicity Public Relations Checklist 245 Media Creative and Production Checklist 260 New Display Construction Checklist 288 Conventions Trade Shows Meetings Checklist 289 Prepress File Film Preparation Checklist 297 Standard Envelope Size Reference Chart 312

Application

Neither the checklist itself nor these notes are a time line. Many of the items must be done at the same time rather than sequentially. For instance, numbers 5 through 8 plus 18 are first decided, then worked on simultaneously. 5. Message. This tells the writer what is to be said, not how to say it. The actual wording is the job of the writer in 9. 6. Benefits. The benefits keyed to the audience in 4. If none of those benefits seem particularly suited to that group, the choice of those benefits...

Find National Media That Want Your News

Trade media are magazines, journals, and newsletters devoted to a specific interest, trade, or profession. They are the most likely national publications to welcome your news, provided that it will appeal to their readers. So many of these publications exist, that even PR professionals need special directories to keep up to date on them. For instance, the SRDS directory Business Publication Advertising Source lists 58 magazines and trade papers devoted to metalworking, with cross-references to...

Focus on Your Prospects Problems and Solve Them

Think of your prospects as buyers who, in turn, must please a specific kind of customer. This is true whether their customer is within their own organization (seeking new furniture for the offices or new locomotives for the trains) or outside (buying a new line of children's shoes or a new line of lawnmowers). Pleasing these ultimate customers should be the focus of everything your prospects do at a show. Your success lies not in appealing to them as a buyer but in assuring their success as a...

Help Abounds

Practically every major city in the United States has a direct marketing association that is able and eager to help you. Check the Yellow Pages. If you are unable to locate the association by this means, check the Direct Marketing Association. Web site at www.the_dma.org. Then join your local association. They will help you, even if you're not a member, but the continuing contacts alone are worth the price of admission. In addition, there is the excellent how-to magazine, Direct Marketing,...

Couldnt Have Done It Without

This book would not be nearly as valuable to the reader if individual chapters had not been read, critiqued, and updated by the experts and their organizaitons cited throughout. It also would not be as valuable without the help of the following who deserve my acknowledgment and the readers' thanks. Mindy Weissler, Advertising Checking Bureau. Maury Kauffman, Fax technology and services consultant. Lindsay Morrison Christine Pokomy SRDS,. Bob B. Swick, Anchor Computer, Inc., rbsemperfi aol.com....

Internet Things to Do

Whether expanding from e-mail or starting with full use of the Internet, begin with a written plan. List your goals, then outline how you'll reach them. Put time and dollars for every step. Most businesses do not make money on the Internet, so be sure why you're there. 10. Web marketing supervisor. If you're thinking of doing this yourself, who will do the rest of your job 11. Staff addition training. Train your staff especially if it's yourself well in advance. You won't turn...

Notes On The Broadcast Fax Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is presented in Figure 10.3. Figure 10.2 (Copy at 200 for easy legibility.) A full-page cover certainly adds class but is seldom worth the extra cost. The simple To personalization in Figure 10.2B works just as well. If immediate sender identification is important, use a regular or modified letterhead as in the newsletter in Figure 10.2C. If you broadcast fax a...

Notes On The Dmpclettershop Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 16.2. 1. Discussion of project specifications. Your DMPC can be an unexcelled source of free consultation on the mechanical aspects of direct mail. Involve it in your preliminary planning. If you are not a direct mail pro, tell the DMPC people Ask for guidance in mechanical and postal...

Notes On The Filefilm Preparation Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 15.1. 1. Project manager. The direct technical supervisor. If the client has no one in this capacity on staff, use the person or studio that prepared the final art. 2. Tentative schedule. The schedule prepared before the prepress firm is selected. This is generally done at the very beginning of...

Selfmailers And Reply Cards

Think of your self-mailer as a large sheet of paper on which you print and then cut out an envelope, a letter, a brochure, and a coupon or reply form. But instead of cutting them apart, you fold the sheet in such a way that, when unfolded, they present your message in a logical fashion. Figures 5.8 through 5.12 show a few examples. Figure 5.8 uses a basic page size of 81 2 X 11 or 9 X 12. Almost any printer can run and fold the double gate fold format economically. Use this as a self-mailer or...

Use National Release Services

Several services provide the nation's media with a constant stream of stories, articles, features, and cartoons of such broad interest that they can appear almost anywhere yet still be of local interest. Depending on the season, these items may include stories on gardening or snow blowers, June wedding dresses or Thanksgiving turkey stuffing, child safety seats in automobiles or new gears for seniors' bikes. The subject list is endless. Unlike news services that employ reporters and charge...

Whats Your Total Score

Have you projected wishful thinking (or natural optimism) onto the numbers Most people tend to be a bit on the overly optimistic side. Not that the objective total matters. But now put someone else through this same exercise. Would your staff come up with the same numbers Your distributors Salespeople Consumers Competitors Where are the most obvious disagreements Where can you find consensus Which assets are clearly performing beyond their potential Which need a little hand holding, or a...

Your Brands Vital Assets 1 Brand Name

A brand's most valuable asset can be the name itself. For one thing, a name can have inherent selling power when the word(s) stand for something that showcases and explains the uniqueness of the product or service. By this measure, for example, Vapo-Rub is more valuable, more descriptive, than Formula 44, and Mercury Cougar promises much more than Hyundai Elantra. But that value of name pales in comparison to the enormous power of those brands that have built equity after decades of consistent...

Notes On The Printingbindery Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 15.2. 1. Printing budget. The portion of quoted or estimated costs allocated to printing, even if printing and binding are given to a single supplier. You will want this figure for future comparison shopping. Be mindful of probable savings in getting a printing-binding package price. 2. Start-up...

Things To Remember In Brainstorming Whether You Do It By Yourself Or In A Group

Use a tape recorder so that you can keep note taking to a minimum. 2. There are no dumb suggestions. 3. Do not discuss individual answers now that will inhibit the free flow of thought and force participants to defend something they may not quite understand themselves. 4. Bring in a new feature the moment the benefit stream dries up. Keep the action lively. 5. If someone suddenly suggests a benefit for a feature that's already been covered . . . great 6. Don't let anything negative get in the...