TOMORROW’S CLEANING APRIL 10

10 marketing myths

BY PETER VEZEY, PR GURU AND SPECIALIST MARKETING CONSULTANT TO THE CLEANING & FM SECTORS.

Everyone is an expert. We all know how to do it but employ others because we just don’t have the time. It’s simple, logical and common sense – those are the popular misconceptions that many people have about Public Relations and marketing services. The one 100% true comment, is that it is logical common sense.

What these ‘experts’ forget are words like creative, innovative, new ideas, top contacts, deliverables, meeting deadlines, contacts, experience and a few other important terms that relate to consultancy suppliers and are things that are usually lacking in-house. Let’s look at ten of the many marketing misconceptions.

Myth 1

Advertising and editorial on the same ‘spread’. Frequently organisations demand that their editorial faces their advertisement on the same

Peter Vezey, Vezey Consultants

spread thinking that this has impact. Yes it does - the wrong impact. The money spent on the advertisement and the editorial are now totally devalued and neither stand up on their own with credibility. Readers

are not fools and they know that it’s a package deal and (if they read it) absorb the information with caution.

Response 1

To make impact place your editorial on another page from the advertisement or even better, in the next issue, so that if a reader only scans one issue he/she has at least a chance of seeing one of your activities. If someone reads two issues the second one works as a reminder.

Myth 2

I can do the PR because all I have to do is send a brochure to the editor and the publication will extract some information and print it for me.

Response 2

That is naive rubbish. Having been a cleaning magazine editor for three years and worked with all the cleaning press for 25 years, I know that staff numbers are now at an all time low and only material submitted in the right written style, to the right length, laid out correctly, with contact details and a good picture get considered.

Myth 3

If I go to an exhibition I don’t need to issue any information or have a press kit in the press office because the fact that I am there will get me editorial exposure – the press want to write about my business.

The future of our cleaning industry | TOMORROW’S CLEANING | 27

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