til you check the CPM)


to reach potential influencers or customers in the parking industry, BusinessWeek is obviously a really bad choice.Add to this the facts that even parking industry folks are not really reading Busi- nessWeek for parking information and that there is much more noise, the business case for BusinessWeek becomes evenworse. You should apply this thinking not only to your paid adver-


tising, but also to your public relations opportunities.Why is being in BusinessWeek or TheWall Street Journal a goal of nearly every company Imeet, when froman effectiveness stand- point, companies are better off in vertical publications that better reach their target audience withmuch less content noise?


Look to Maximize Low-Cost Opportunities Press releases, speaking engagements, or even simply get-


ting out of the office to attend industry events are low-costsways to get your name out there and build newbusiness.When looking for speaking engagements or trade shows, look for opportunities where you can provide information that no one has ever consid- ered – or considered important. For example, trying to speak on parking at a parking indus-


try event is a much more difficult task than being the parking expert at a hospitality industry event. The parking industry con-


ference planners might not want to be briefed on “ParkingMan- agement Options for Hotels.” However, conferences targeting facility managers in the hospitality industry might find the same content very valuable – plus, you’re likely to talk to facilityman- agers and other decision-makers who might not see the value in attending pure parking industry events. Regarding press releases, be sure to keep the media


informed of new hires, contracts won and other industry news about your company. Keep it short and to the point, and you’re likely to get traction. Spread your news out over time, so you establish the perception of always having something going on (even if you don’t).And don’t be afraid to pitch your ideas to the media inmany industries, across printed and online outlets. Again, write your releases and pitches with readers inmind.


Ask yourself what you intend readers to learn or discover that is truly innovative or simply helpful to their readers.You’ll need to be an objective source of information regarding your given expertise, so do not use PR as a thinly veiled sales pitch for your products.You will be able to mention your company in releases, and most important, you will become an expert in your area of business over time.


Continued on Page 32


Protect Your Investment: Use Cryotech Non-Chloride Based Deicers.


6103 Orthoway • Fort Madison, IA 52627 • (800)346-7237 www.cryotech.com • deicers@cryotech.com


MARCH 2009 • PARKING TODAY • www.parkingtoday.com 31


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