PR & MARKETING
Danielle Simpson’s,
monthly ‘call to action.’
Tell your news and
tell it well – through
newsletters to your
customers
I
n recent weeks, a number of companies Is onlIne AlwAys better?
have highlighted their growing Whilst some of us will forever have a love
quandary over the humble ‘newsletter.’ affair with paper it is fair to say that we
As advertising continues to move away typically choose to log on, tune in and turn
from printed and TV based channels on the information we need, so many
towards HTML, blogging and video-based companies to utilise HTML and online
communication it seems many of us are mediums to relay their news. I still believe
wondering whether newsletters have had there is a place for the printed newsletter –
their day. Is it still acceptable to ‘post’ news grabbed in time for the morning commute
to clients, are newsletters ‘old fashioned’ – but online alternatives can benefit
and do eco issues dictate that companies businesses and users in a way that printed
stop at nothing less than ‘pinging’ their material cannot. Online communication
news direct to clients’ palms and PCs? not only puts the user in the driving seat
‘By assuming expert
but does much to ensure that companies’
Are newsletters old news? streamline their market messages, by say,
When ‘useful’ information is delivered with
status companies
providing a menu of useful ‘stories’.
accuracy, newsletters retain an important Naturally, printable PDFs allow firms to
role in marketing a company’s products,
can engender high
keep their online costs down, but whilst
services and expertise. It’s not the method
levels of trust.’
this option is acceptable for many
of delivery that’s important – it’s the companies, others reap the benefits of
content. Whether news is paper-based or investing in web technology to store,
email, problems will only occur when a update and relay information.
company communicates the wrong kind of that helps clients, the community and Fundamentally, companies want to be
information as the market will always shun the industry. So while market comment able to track and measure their
‘boring data’ but welcome ‘useful is useful, specific information about how communication effectiveness and the fully
information.’ So rather than shelve your the company has helped a client turns accountable nature of online marketing
newsletter, tell your news and tell it well. a ‘typical’ news story into great PR. helps make every penny count – the
Ineffective news typically contains By assuming ‘expert status’, companies number of page hits and downloads simply
sweeping statements about a business, can engender high levels of trust and can’t be monitored via paper-based
market or industry and delivers staff news consumer loyalty is developed over time. mediums. However, content remains key
in a way that does little to promote the Rather than write about ‘new staff, ’ to business growth so whatever
services provided. Any news that runs companies that harness the potential of communication method is used keep the
down competitors is also bad, but worse their news function communicate what the news relevant; if you know your target
still is the inward looking information that staff does for their clients – was a property market wouldn’t search for ‘office pet’
relates to the office party or morale- marketed late at night or sold in record stories online, don’t even entertain the idea
boosting ‘corporate bonding’ days – time, are staff fully trained, have they in your newsletter!
especially in the current climate. On the helped local charities and what qualities do
contrary, effective newsletters are carefully they bring to the business? Furthermore, Danielle Simpson BSc is Creative Director of
targeted to meet market-led requirements. rather than promoting products and
thebrandeffect.co.uk and helps leading agents
They provide expert assistance and services alone, market leaders take time target their news to the property market.
invaluable advice, and then exceed to explain the legislation affecting their
expectations by demonstrating how the industry and relay important updates
Any tips on newsletters to share? Go to
company is providing a first class service or market trends as they occur.
www.propertydrum.com/articles/proct
34 OCTOBER 2009 PROPERTYdrum
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