Don’t Run That Ad! (until you check the CPM) from Page 31
Because parking is such a big issue in most cities today, I
cannot believe that most companies who sell parking solutions and really knowthe industry do not reach out to local newoutlets and introduce themselves as industry experts – available for quo- tations and comments on parking topics. For instance, if you are in Boston, does the business editor of The Boston Globe know who you are and that you are a parking expert? Local schools and universi-
ties are great at positioning their professors as experts in a given area; therefore, they get phone calls when themedia need third- party input on a variety of topics. Directory listings also are
Remember, public relations and publicity is more closely
Do not use public relations as a thinly veiled sales pitch for your products.
importantways to tell purchasers who you are and what you really do. Buyers often turn to busi- ness directories to establish a short list of companies they plan to reach out to for a given solution. Plus, online directory listings help drive people to your website and help improve your browser search position. To get started, establish amedia list of publications and asso-
ciations with whom you’d like to build a relationship. Keep the list small and manageable! It’s better to have close relationships with a few key publications and industry associations than to build a list that’s notmanageable with your resources.
linked to sales than to marketing – and the only way they’ll call you back is if you are super responsive. In the parking industry, I’d pick one or two key publications you really like and respect, and then add two to three publications (such as your regional paper and a publication that targets facilities managers in a par- ticular vertical) that you either have a relationship with or that you have seen lack the informa- tion you can provide. In other words, try to fill a
void! You’ll see that as you get editorial coverage with smaller outlets, larger and larger publica- tions will take notice and you’ll build marketing momentum
where people will start coming to you for information.
Jonathan Ward, President of Onward Marketing, has consulted with companies such as Microsoft, GE, Skidata, Scheidt & Bachmann and ZipPark. He can be reached at
jward@onwardmarketing.com.
PT
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www.ringcomm.com 32 MARCH 2009 • PARKING TODAY •
www.parkingtoday.com
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