INITIATIVES

Make the most of your content by taking advantage of a number of
cost-effective distribution channels.

Initiatives Geared For Content

Most advertising must impress the viewer within the confines of a very short message. However some initiatives, like those listed below, are ideal for distributing a much greater amount of information that can educate and entertain. Of course, it's always important that the look-and-feel be appealing and stay consistent with an overall brand - but the emphasis is on providing something useful to the viewer.

Integration into an Overall Campaign

The following initiatives can be deployed very successfully on their own, however they also integrate well with other advertising in an overall campaign. Developing a strategy that utilizes a variety of different media may often be the best solution.

Six Important Initiatives

Websites A website has the potential to reach a very large audience who are actively seeking what your organization offers. The site should be well promoted and optimized so it ranks high with search engines. By regularly updating your content, viewers will be better informed and may visit your site more frequently.

Email Promotions Email is an effective way to distribute newsletters and other types of material. It's also a great way to notify your key audience about other initiatives. Dedicated services allow you to send formatted emails in large quantities and then track the online activity that's generated.

Presentations Presentations make a strong impact on a very targeted group, and webinars provide the ability to further extend your audience using the internet. Good presentations take preparation and are enhanced by using visual graphics and supporting collateral material.

Trade Shows Trade shows and expos have several different marketing opportunities. They provide general exposure to a targeted audience, the ability to make new contacts, and a chance to directly connect with a wide range of people. Print collateral should be available for those who are casually interested, with more in depth material in reserve for those who take a greater interest.

Press Good press coverage is a great way to gain exposure because your information is published with a third-party endorsement. Knowing how to work with reporters is important because they are usually busy people who are intent on finding a good story. Building the right relationships is key.

Networking A simple yet important part of communications is direct one-on-one conversation. Organizing and managing a large list of contacts can be made much easier with Customer Relationship Management or CRM software. It's also important to have the right collateral that can be personally emailed to selected individuals.