Two items caught my attention today. One was a rumor pointing to Wintek, Apple’s display provider while the other was a post on Seth Godin’s blog.
The rumor deals with a leak about an increase in business for Taiwan-based Wintek. Now this is not the first ‘sneak’ preview of the recovery I’ve seen lately. Yet this is the first that ties a specific supplier to a customer. Its been reported that an order for a significant quantity of displays – between 9.7” and 10” has been placed, or will be placed shortly, depending on where you read the rumor, slated for end product delivers commencing in the second half of this year.*
Godin’s blog points out that there really is a difference between PR and publicity. And that often what is bought as PR really is plain old publicity. He defines PR as “the strategic crafting of your story” while “publicity is the act of getting ink.”
Using these definitions helps us understand that the Wintek rumor may be more than just publicity. The results meet the definition of PR if this is a deliberate ‘story’ told to the initial reporter. Otherwise, it lives somewhere between fact and fiction, waiting for the formal announcement or actual product release.
Sometimes it’s hard to discern the difference between plain old publicity and a well crafted PR campaign.
* This story has been covered by venerable and trusted sources from Dow Jones Wire to CNNMoney.com, Gizmodo.com and SiliconValley.com (the online portion of The [San Jose] Mercury News).
Tuesday, March 10, 2009
Monday, March 9, 2009
Your customers know you from the work you do for them
They may mention your name casually in conversation when in public, but many are concerned that your products give them an edge over their competition.
The only time they make contact with you is when they need additional capacity or when that have a problem with their machines (your product).
So how do prospects find you? Let me count the ways . . .
1. From news releases published online or in print.
2. When you’re mentioned as an expert in articles or editorial commentary
3. Before, during and after you participate as a presenter or panel member at an industry conference
4. As an author of a white paper perhaps discussing how to overcome a specific challenge facing your industry.
5. By publishing and promoting a blog in a topic of interest to your industry.
And the list of possibilities goes on and on.
There is a common thread that weaves its way through the entire list – marketing.
Keeping in front of your industry – customers and prospects alike – is more important now that ever.
Let them know that your company is here for the long haul and ready to help them in their economic recovery.
The only time they make contact with you is when they need additional capacity or when that have a problem with their machines (your product).
So how do prospects find you? Let me count the ways . . .
1. From news releases published online or in print.
2. When you’re mentioned as an expert in articles or editorial commentary
3. Before, during and after you participate as a presenter or panel member at an industry conference
4. As an author of a white paper perhaps discussing how to overcome a specific challenge facing your industry.
5. By publishing and promoting a blog in a topic of interest to your industry.
And the list of possibilities goes on and on.
There is a common thread that weaves its way through the entire list – marketing.
Keeping in front of your industry – customers and prospects alike – is more important now that ever.
Let them know that your company is here for the long haul and ready to help them in their economic recovery.
Lean economy. That’s the phrase we’re hearing more and more.
Sometimes it’s mentioned in the same breath as recession (or heaven forbid depression).
What happens during this these trying times has a direct impact on our business in the short term. A successful outcome begets the continuation of your business. Otherwise you could be out of business completely.
There are a number of ways we can survive a downturn. Cutting costs ends up as the favorite since it impacts our bottom line in day-to-day operations. One less phone call, one less employee, one less headache ends up as one less sale. True, reducing overhead can make or break your ability to survive yet the decisions you make now have a direct cause and effect on the next six months of revenue.
Don’t blow it! Certainly cuts are necessary to remain in solvent. Lower sales volumes demand we reduce our expenses to survive. Yet the way we accomplish the reduction is key to our future. So does planting the seeds of profitability when those around you are retrenching, isolating themselves from the prospects that buy their products and services.
Smart companies actually increase customer (and prospect) facing parts of their business. Increasing contact points to your universe performs an important part of your recovery
After all, if you don’t let your customers and prospects know that you’re still here, ready to help them in the recovery, you cease to exist in their minds.
For those of you who actually read my rants, this post is a little overdue. I spent February keeping a few of my Clients names in front of their customers and prospects.
What happens during this these trying times has a direct impact on our business in the short term. A successful outcome begets the continuation of your business. Otherwise you could be out of business completely.
There are a number of ways we can survive a downturn. Cutting costs ends up as the favorite since it impacts our bottom line in day-to-day operations. One less phone call, one less employee, one less headache ends up as one less sale. True, reducing overhead can make or break your ability to survive yet the decisions you make now have a direct cause and effect on the next six months of revenue.
Don’t blow it! Certainly cuts are necessary to remain in solvent. Lower sales volumes demand we reduce our expenses to survive. Yet the way we accomplish the reduction is key to our future. So does planting the seeds of profitability when those around you are retrenching, isolating themselves from the prospects that buy their products and services.
Smart companies actually increase customer (and prospect) facing parts of their business. Increasing contact points to your universe performs an important part of your recovery
After all, if you don’t let your customers and prospects know that you’re still here, ready to help them in the recovery, you cease to exist in their minds.
For those of you who actually read my rants, this post is a little overdue. I spent February keeping a few of my Clients names in front of their customers and prospects.
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