Monday, January 30, 2012


With the economic outlook not great for 2012 one line cost item that often is cut by management is advertising and marketplace communications. Big mistake.

Here’s why:

More than 50% of commercial and industrial clients still use print media publications as their informative source of reference. Of these readers, a large majority are in senior decision making positions - not having the time to learn and adapt to the messages of the social media on the web. Readers such these are looking for well written, informative content, supported by logical arguments. The web is not ideal for this.

So you want to keep your media presence, yet reduce expense. Here are my suggestions for you:

1. Use the editorial channel on an organized, sustained basis. You pay only for the time spent on researching and preparing the content.

2. Use a professional, dedicated service provider to prepare this content.

3. Take a serious look at your current advertising with a view to: 
  • Eliminating crossover between your targeted groups.
  • Audit - size and content of message

 4. Employ specialist communications service providers, such as freelancers. The days of the large corporate advertising dodo companies are over.
5. Use social media - YES - but use it wisely. Intergrate it into a plan!
Save money. Get it right first time.

When you want to do these things, talk to Energy MC. The time is always right.

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