Advertising Spotlight: New Products from All Island Media

All Island Media publishes the Pennysaver/Town Crier in many regions across Long Island. They have recently launched a number of new inserts that can be added to the weekly free paper to communicate your company’s message more effectively. All inserts can be distributed by zip code and are charged by every 1,000 households (cpm). Below are three of the inserts most worthy of your attention:

  • The Frequent Flyer program offers the largest insert at 10”x11½”. Printed on 50# glossy paper stock, the flyer is perfect for the advertiser that has a lot to say — or a lot of photos to show. It extends far outside of the parameters of the 6¾”x10” booklet and costs as little as $49 cpm.
  • The VIP Card is a 5”x11” postcard that is placed into the book on top of the flyer. This postcard allows the advertiser to print on both sides, without requiring space for mailing information. The lightweight cardstock also makes this product a good vehicle for coupons. When purchased by zone, the card costs only $35 cpm.
  • The Mega Card, a 7”x9” flyer, is printed on a heavier stock and glossy on one side. The advertiser gets printing on both sides of this product as well and the glossy finish displays photos crisply, with bright color. This eye-catching card is available for as little as $54 cpm.
The Law Offices of Atchison & Associates, PC - Book Cover

Gershow Recycling - Long Island Business News Article

Also of note is the redesign of the Long Island Trends lifestyle publication. What used to be an ugly, ad-driven paper has morphed into an attention-grabbing resource for consumers, complete with relevant editorial. Advertisers can now purchase the cover and a full-page ad on page 3 (the first right-hand page of the book) for $1,359.

How to Engage Journalists Using Social Media

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A recent survey conducted last month by Text 100 Global Public Relations discovered that a significant number of journalists use social media and blogs on a regular basis when researching a business, brand or organization for an article. A total of 72 full-time journalists working in print, online and broadcast media were surveyed and the results found that, on average, journalists look at 2.6 social media channels for every story they research. Given these statistics, and the rapid rate at which social networking is growing, public relations professionals can use social media channels to engage with journalists and reach out to them in an outlet where they’re known to be active.

This article will explain the best methods public relations professionals can use to engage journalists through social media.

Maintain Social Media Profiles — Since reporters may look at several social media channels when conducting research, it’s important that your organization has a positive presence on all of them. By creating professional, thorough and favorable profiles for your business online, journalists will be able to discover the information that you want to be highlighted. For example, use social media channels to display media coverage, upcoming events, company news and anything else that you would like the public to be aware of.

For information on how to get your business active on social media, please see our article, “Getting Started with Social Media.”

Focus on Twitter — An important finding in this study was that Twitter is the best social media channel for public relations pitches and media relations. The survey found that journalists are far more likely to welcome contact on Twitter rather than LinkedInGoogle+or even Facebook. Public relations professionals can use Twitter to connect with reporters by seeking out their profiles and “following” them. Twitter is a great way to stay in touch with journalists and pitch stories, business news and upcoming events. Of the journalists surveyed in this study, 53% found that a company’s Twitter profile was instrumental in their research when writing an article.

For an overview of how businesses can use Twitter, please see our articles, “Secrets to Twitter Marketing” and “Twitter Unveils Brand-New Design and Special Features for Businesses.”

Create a Blog — Blogs are also an increasingly important venue to attract media attention. According to this survey, 63% of journalists found a company’s blog to be extremely useful in their research. By creating and maintaining an active blog, your business can establish itself as an industry leader and nourish an interactive hub of information about your organization. Businesses should provide useful information and quality content that relates to your organization and industry as a whole. For more information on how important blogging is for brands and businesses, read our article, “Should My Business Have a Blog?

It is also important to keep in mind that while social media is becoming increasingly important, journalists still value press releases and phone conversations. While the media is increasingly turning to social media and online outlets for information, they still rely heavily on these more traditional methods of contact when covering a story. These social media techniques should be used to supplement press releases, media advisories and other traditional communications outlets.

For more information about engaging with journalists using social media, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.

Start the Summer With Outdoor Advertising

As the weather improves and the school year comes to an end, people move outside. If you want them to see your message, you need your ad campaign to move outside with them. Outdoor advertising presents a message to the viewer that they cannot opt out of. They cannot turn off a billboard, or turn the page on a bus ad.

Outdoor advertising comes in many forms, but the key is always location. Your ads need to be in a place rich with foot traffic. If you are a brick-and-mortar retailer, the ads should be within walking distance from your shop. If you provide a unique service, the ad can be in driving distance, but still within the community. For wider exposure, ads can be placed on public transportation or “mobile billboards”; you can even have your billboard towed by scooter!

Your business may do well to consider some of the following options:

• Bus and bus shelter ads
• Train station platform billboards
• Train trestle ads
• Street and sidewalk decals
• Lawn signs and exterior vinyl banners
• Summer event sponsorships

PRMG can help coordinate a comprehensive outdoor advertising plan to fit in with your company’s marketing strategy.

For more information or details regarding rates and pricing, please contact The Public Relations and Marketing Group at (631) 207-1057 or email johnzaher@theprmg.com.

Advertise with Special Parent LI’s April Edition

By advertising in Special Parent LI’s April edition, your business will be featured in the most informative, professional and useful resource for parents of children with special needs. Special Parent is a biannual magazine dedicated to all families of children with special needs. This magazine includes professional editorial, a directory of resource providers, a calendar of events and a guide to support groups that will reach over 100,000 families.

Special Parent will also be distributing this issue directly to families and professionals at popular events this April. By advertising in this issue, your business will receive extra exposure at the following events:

  • April 8th “Sensitive Bunny: Easter Celebration for Children with Sensory Integration Disorders” at Apply Day Camp
  • April 22nd “All Kids Fair” Nassau County
  • April 22nd “EJ Foundation’s Jigsaw Race” Suffolk County
  • April 27th and 28th “Behavioral Approach to Language Assessment and Intervention for Children with Autism” – Marion K Salomon and Associates Conference – Suffolk County

We would recommend this opportunity for organizations who work with children with special needs. The rate for a ¼ page ad is $495, $795 for a half page and $1,395 for a full page. Please note that the deadline for this advertising opportunity is Wednesday, March 28.

If your business is interested in placing an ad, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

Advertise at the Best Attended Disability Events of the Year with Able Newspaper

Able is a newspaper that features products and news that pertains to people with disabilities, including a calendar of events, columns written by various experts and a variety of informative articles. The newspaper is mailed to a specific population that includes disabled individuals, their families, involved professionals, volunteers and other interested parties. It is also distributed to key locations that are frequented by this population. By advertising your business in the April, May and June issues, your advertisement will be distributed at the following events:

  • April:
    • YAI’s Annual Conference — This annual conference on intellectual and developmental disabilities attracts an annual attendance of more than 3,000 people.
    • Adapted Sports, Recreation and Living Expo at Helen Hayes Hospital — This event will showcase an array of adapted sports and recreation opportunities, along with products and services designed to meet the needs of individuals with physical disabilities, senior citizens and caregivers.
    • JFK Health System Career Options Day — This event will focus on the latest career information for people with disabilities and the general public as well.
  • May:
    • The Abilities Expo — The Show of Assisted Living Products and Services. This Expo is the #1 showcase of products, services and technology for people with disabilities.
  • June:
    • Empire State Games for the Physically Challenged — This event is an Olympic-style competition for disabled youngsters. More than 15,000 professionals, parents, teachers, coaches and disabled adults are expected to attend.

By advertising in these issues of Able Newspaper, your ad will be seen and taken home by thousands of people with disabilities, their families and other professionals. You will also receive a free editorial in Able’s annual product and service guide. Don’t miss this opportunity to have thousands of additional readers see your ad and receive double the space at no extra cost to you.

These editions of Able Newspaper will also be distributed at many other showcases and new events are added every day. If your business is interested in placing an ad, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

Advertise Your Business in The Jewish Press Passover Supplement

The Jewish Press, America’s largest independent Jewish weekly newspaper, will publish its pre-Passover holiday’s “Where to Go” guide in its March 30, 2012 edition. More than 96,000 copies will be distributed nationally, including to the 85,000 Jewish families who live in the New York metro area. By advertising your business in this special edition, you can reach the families of 150,000 Jewish youngsters (grades K-12) from more than 200 Yeshiva Day Schools who will be looking for fun and entertainment during their vacation time. By advertising in this guide, your ad can reach an interested audience during a time when other attendance may be running low.

If your business is interested in advertising with The Jewish Press, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

10 Ways to Generate Leads Online

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The Internet offers countless opportunities for building your professional network and generating leads for your business. Especially for those on a tight budget, it’s important to focus on making the most of lead generation tools and techniques that are readily available on the Web. This article will provide you with ten simple ways you can generate leads online for your business.

  1. Send Out Monthly E-newsletters — Email marketing is hugely effective when it comes to converting leads into customers over time. To maximize your email marketing efforts, it’s essential to keep in touch with your audience using an e-newsletter. Your e-newsletter should contain valuable, timely and relevant content that is intended to keep your audience interested in your organization and what services or products you offer. For more information on writing and distributing e-newsletters, please see our article, “Why Your Business Needs an E-newsletter.”
  1. Offer Free Content in Exchange for Contact Information — By offering valuable content such as guidebooks, e-books and other free downloads on your website and in your advertising, people will be more likely to give up their contact information. Even if it’s just a name and email address, this information is essential to generating leads and future customers or clients. Over time, engaging these leads with credible, valuable content can lead to long-term buying relationships.
  1. Host Webinars — Webinars are online seminars offered by a company to replace an in-person business conference, lecture or presentation. When people want to attend your webinar, they’ll have to enter their name, email address and other contact information, if necessary. This is excellent for businesses because, for every webinar participant, you’ll gain a new lead and a potential customer. The stronger your presentation is, and the better you promote your upcoming webinar, the more leads you will generate.
  1. Advertise Using Pay-Per-Clicks — Pay-per-click advertising is an excellent way to generate qualified leads. Pay-per-click advertising outlets, such as Google AdWords, allow businesses to market to people who are already actively searching for their products or services. Users who click on your ad will be delivered to a custom landing page where they can enter their contact information in exchange for the content or service that was advertised. For more information on pay-per-click advertising, please see our articles, “Interest-Based Advertising,” “A Beginner’s Guide to Google AdWords,” and “An In-Depth Look into Google AdWords.”
  1. Create Effective Landing Pages — A landing page is a single Web page that appears in response to a reader clicking on an advertisement. Landing pages are often linked from social media ads, email ad campaigns or pay-per-click ad campaigns. Landing pages should include brief descriptions of the downloadable content and services your business offers, as well as an image of the content and a short form for contact information. A well-designed landing page is essential for generating qualified leads for your business. Marketers can even measure the effectiveness of a landing page by analyzing the activity generated by the linked URL, such as click-through and conversion rates. For more information on creating effective landing pages, please see our article, “Five Steps to Generating New Business through Web Advertising, Landing Pages and Emails.”
  1. Submit Your Website to Web Directories — Web directories provide valuable backlinks that will improve your business’ visibility and search engine optimization. By listing your business in accurate categories, people who are already looking for information regarding your industry or service will be directed to your website, making them more qualified and targeted leads. For more information on free Web directories and other submission sites that offer backlinks, please see our article, “Why You Should Take Advantage of Free Submission Websites.”
  1. Distribute Press Releases Online — Every time you distribute your press release online, that site will provide backlinks to your main website. This will further direct interested readers directly to your business. Keep in mind that, for SEO purposes, it is vital to distribute press releases that are optimized for your target keywords. For more information on press releases, please see our article, “5 Tips for Writing Effective Press Releases.”
  1. Optimize Your LinkedIn Profile — When used properly, LinkedIn can be a great tool for business networking, developing professional relationships and generating strong leads. For B2B companies, LinkedIn is the ultimate social networking site. The first step is to make sure that your profile is as close to 100% complete as possible. Next, it’s important to boost your visibility and credibility on LinkedIn by contributing to group discussions on the “Discussions” and “Answers” boards. For more information on LinkedIn, please see our article, “Making the Right Connections with LinkedIn.”
  1. Share Documents, Slideshows and Presentations — By sharing your presentations or slideshows on the Web, you can not only boost the credibility and popularity of your business online, but you will secure valuable backlinks to your website. Websites such as Scribd and SlideShare not only rank high with major search engines, but they provide backlinks to lead readers directly to your main website.
  1. Maintain an Active Blog — According to a study done by KBK Communications, B2B companies that blog generate 67% more leads than those who do not. Blogging is essential to any successful marketing and communications strategy, especially in regards to lead generation. Include a clear section for readers to subscribe to your blog via email or an RSS feed. For more information on blogging, please see our article, “Should My Business Have a Blog?

For more information, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.

5 Tips for Writing Effective Press Releases

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A press release is a form of written communication that is meant to bridge the gap between an organization and the media. They are meant to announce newsworthy stories, special events, upcoming promotions or contests and any other interesting and timely content. Using the information from press releases, members of the media can then choose whether to publicize the story. When written and distributed properly, press releases will attract the attention of members of the media and encourage positive publicity for your organization.

Press releases are a vital component of any organization’s public relations and communications efforts. This article will provide you with five essential tips for writing effective press releases.

  1. Start with a Captivating Title — The title and first paragraph of your press release are two of the most important elements. Since most newsrooms receive dozens of press releases a day, including a strong title and opening paragraph can help yours stand out. When crafting a title and subject line, decide on something that is newsworthy, informative and straight to the point. Your title should hook the reader as quickly as possible and give them a reason to invest their time into reading the rest of the content. Also, make sure that your opening paragraph includes the essential five W’s: Who, What, Where, When and Why.
  2. Don’t Oversell — The goal of a press release is to educate your audience about a newsworthy event, person or organization, not to overtly advertise and promote the product or service. This can damage your credibility. Be honest when presenting the information to your audience and let them decide what to make of it. The content or news that you’ve highlighted in your press release should be able to sell itself.
  3. Be Concise — Never ramble on just for the sake of having your press release appear longer. Ideally, press releases should be one page in length. Since the goal of a press release is to spark the interest of reporters, you don’t want to bore them with a text-heavy piece. Include only what is necessary to the story and do so in a concise, well-written manner. Visually, your press release should also be easy to read. Choose a simple, clear font and an appropriate size and line spacing.
  4. Include Contact Information — What’s the use of a press release if it fails to provide a clear way to get in touch? Always include an accurate business name, phone number, fax number, mailing address, email address and any other information for the public relations contact person or agency.
  5. Proofread All Content before Publication — Take the time to proofread and fact-check all content that your business publishes, most importantly press releases. Before you send your press release out, check for grammatical or spelling errors and make sure that all numbers, facts and names are correct. For more information on the importance of proofreading and flawless writing, please read our series of articles, “Proofreading — The First in a Series of Three Articles,” “Write Like You Mean It: 5 Ways to Use Better Grammar” and “Words Mean Things: 5 Tips to Avoid Spelling Errors.”

For more information about effective press releases, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.

Advertise with The New York Knicks on MSG

The New York Knicks’ audience continues to increase with the team’s success and rising stardom of Jeremy Lin. Your business’ message can now reach an even wider audience by advertising on MSG during Knicks basketball games. Over the last several games, the Knicks are seeing a huge jump in ratings on MSG, compared to the early-season average. From February 4 to 11 alone, there has been a 150% increase in female audiences, ages 25 to 54 and a 43% increase in male audiences, ages 25 to 54. Overall, that’s a 67% increase in adult viewers, ages 25 to 54! Since the majority of this audience is made up of males, ages 25 to 54, we recommend businesses that are looking to target male viewers. Rates to advertise on MSG throughout Long Island, reaching approximately 10,950 households, are at $595.

If your business is interested in advertising or would like to advertise with the New York Knicks, please contact The Public Relations and Marketing Group at (631) 207-1057 or email johnzaher@theprmg.com.

Why Your Business Needs an E-newsletter

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A strong e-newsletter is an essential component of any successful business’ marketing strategy. No matter what type of organization or industry you belong to, e-newsletters are a crucial form of communication between your business and past and prospective customers. With the immense popularity and convenience of smart phones, iPads and other electronic devices, email marketing plays a critical role in maintaining contact with customers and clients. Maintaining a consistent e-newsletter program will prove to be a very important marketing asset for your company.

This article will explain the importance of e-newsletters in regards to lead generation, keeping in touch with your audience, content distribution, the importance of providing incentives and capturing contact information.

  1. Generate Leads — Most importantly, e-newsletters can generate leads for your business. Even if your business provides a service or product that people only need at a certain time, by sending them an e-newsletter, you’ll be able to keep your name on their minds. This way, they’ll remember to reach out to you when they do require your services. It’s important to include your contact information in every e-newsletter to ensure that viewers can easily reach you.
  2. Stay in Touch with Your Audience — E-newsletters are the best way to keep in touch with past customers or clients and keep them informed. At least once a month, you should nurture your audience with an e-newsletter. Depending on your industry, you can include articles, press releases, holiday greetings, upcoming events, tips, photos and more.
  3. Distribute Content — The quality of your content is the most important element of any e-newsletter or marketing material. Remember: an e-newsletter that doesn’t contain any valuable or informative content is merely an advertisement. Make sure to develop content that meets your audience’s needs and provides them with information that is of value to them. It’s equally important to include hyperlinks that lead to more specific information, your main website and how readers can take action. For example, a non-profit organization can include a link to “Donate now!” while a law firm may include a link to “Click here for a free consultation!”
  4. Provide Incentives — In order to build your e-newsletter subscriber list, it’s important to give people a reason to sign up. It’s vital to entice your audience to give up their contact information in exchange for some kind of incentive, whether it’s a free download, consultation, special offer or coupons. Those who subscribe to your e-newsletter should be able to receive special tips, news or promotions that others do not. When your readers see something of value, they’ll want to share it with others.
  5. Capture Contact Information — On your main website and blog, make sure that there is a clear box to “Subscribe to our e-newsletter here,” requesting the person’s email address and any other contact information that you require. When people subscribe, you’ll be able to build your network of potential clients. It’s important to keep this contact information in an accurate, organized and up-to-date database.

How Do I Begin? — To send out e-newsletters, invest in an email marketing service such asStreamSend or Constant Contact. These programs provide HTML and text options and will allow you to send professional e-newsletters, alerts and messages to your audience. Using one of these third-party vendors will also increase the likelihood that your email will reach your intended recipients. Another benefit of using a professional email marketing service is that you will be able to identify and track recipients who open your email and click through.

Keep in mind that consistency is key! Ideally, you should be in contact with your audience via an e-newsletter at least once a month. Each e-newsletter should contain unique, current and informative content that is clearly branded with the name of your organization, the date of publication and a strong title. Most readers will choose whether or not to open an email based on the title alone.

It’s also important to honor people’s wishes on whether or not to keep receiving your emails. You must provide a clear opportunity for recipients to unsubscribe since failure to do so is subject to fines.

For any further questions, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. To take a look at our past e-newsletters, and to subscribe, please click here.