The Matchbox Blog Latest Posts
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PR Pulse:
Tips for Success
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Ideally,
our clients' customers would always jump to participate in press
releases, case studies and the like. However, large companies' policies often
prevent the happiest of customers from lending a quote or publicly commenting. So, how can a company highlight its tight-lipped
customers' success?
Even if
there is a policy against press release or case study participation, there may
be a loophole for individual media opportunities.
For example, we recently
secured an interview with Mobile
Enterprise Magazine and a Rivermine customer, Chubb Insurance, regarding managing mobility.
While Chubb wasn't able to do a press release or case study, they
agreed to participate in the article.
The result: a showcase of Chubb's
wireless expense management success and a glowing review of their work with Rivermine.
Mobile Enterprise Magazine
May/June 2010
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Young & Associates Focus
Veteran Employees Complete Purchase of Agency, Bring on New and Renewed Clients
Whew...It's been an exciting few months for the agency. While we are not economists, we are seeing deals closing and pipelines filling both in our own industry and in those of our clients. In fact, this past month, we signed mobile coupon platform Shooger to support their break-out strategy and renewed Enterprise Feedback Management provider PeriscopeIQ for continued targeted media and analyst promotion.
And we continue to add to our virtual award gallery, winning the prestigious Hermes Creative Gold Award for our work with client AutoSearch in delivering a successful media launch of the AutoSearch iPhone mobile app.
Finally,
as many of you know, Principals Meggan Manson and Jennifer MacLeid Qotb--two
long-term employees--successfully completed the purchase of Young & Associates
from founder Jean Young, who remains as chairman and lifelong friend. Bright
skies ahead.
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Marketing Minute
Five Signs that a Start-up is Ready to Engage with PR
After
nearly 30 years of serving a wide variety of
growth stage companies with targeted tech PR, we are continuously approached by start-ups looking to
make a big splash. While some are ready for prime-time, we have turned away
countless others as their core business model or product strategy were, well,
half-baked. And since you can only make your first big splash once, why not get
it right? Here are five key signs that a start-up is at the right stage to
engage with a PR firm.
1)
Solid Business Plan - Whether you're offering the next big mobile app or
next-generation middleware, a business strategy including your
value proposition and go-to-market attack plan is critical before moving
forward with a PR partner. How will you monetize? Do you need start-up capital
to grow? Is a direct or channel sales team necessary? What is the long-term vision
for the company?
2)
Sweet Spot Identified - Start-ups need to establish their target buyers. PR isn't
the time to test which market or department will attract new leads, but rather
an opportunity to raise visibility within decided target markets.
3)
Product/Service is Nearly Error/Bug Free - Have you tested your product/service
in beta capacity? Are the main kinks worked out? Is there a process to handle
customer service issues?
4)
Sales Team Established - Even if you have one sales team member and/or lead-gen
coordinator, a sales rep is critical to handle the leads that come in from
marketing and PR initiatives.
5) Realistic Expectation of What PR Delivers - PR will never replace
sales. If you are expecting a PR agency to pull-in and close 25 new deals/quarter, then you are wasting your money. PR complements
sales by increasing a company's visibility and can help them close deals.
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My Two Cents
Keynote Lessons from All Things D
by Meggan Manson, Principal, Young & Associates
With a major public interview flop from Facebook CEO Mark Zuckerberg (most described it as melting) and some questionable comments from
Steve Jobs at the Wall Street Journal's
most recent D8: All Things Digital conference, the topic of executive message
delivery is on the mind.
How do you advise a leader in their interview and
presentation style? Certainly, the job isn't for the faint of heart - after all,
these folks are business owners/CEOs/Presidents. However, no matter the
executive's experience and comfort level, a refresher is almost always needed
before a presentation or interview - especially a high profile one. The goal
isn't to appear coached, but rather to be comfortable and composed. Here are a
few takeaways from All Things D:
� Tell the truth - Lies or stretches of the truth can too
easily be exposed.
� Save the ego battle - While it makes for viral media, blog
and Twitter fodder, taking unnecessary jabs at the competition isn't the type
of talk you want to spread as it invites scrutiny. Play nice on stage.
� Dress appropriately
- A hoodie and a stage with bright
lights do not mix.
� Don't let 'em see you sweat - If
you know there is a sensitive issue on hand, practice the tough questions - get
riled up and work through flustered reactions in the rehearsal.
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