Want to know how to get known in your market quickly?
by Eric R.P.Knieriem
A successful Public Relation Concept
1. Communicate your products and services easy, quick and effective.
You already are doing Public Relation through your offers. You might be relating through different ways: brochures, cold calls, handouts, ads, and so on. The picture of your business is determined by these offers - this is how the public sees you. Which of your offers is put out is very, very important.
For some folks, occupying themselves with descending products and services has systematically build up a negative attitude over the past years. They become known through their negative-news and that has a very bad consequence to the owner and the business.
Become clear over your offer-palette and in order to to base a systematic and easy public relation flow on it, the following matrix will be quite helpful: star-product, rising products, descending products, cash cow.
Offers, which I call descending products characteristically show up with pretty low resonance. Revise or abolish them quickly. Too much time and energy is wasted otherwise and frustration will be the result.
Rising products are new-developments or offers, that push on increasing resonance. They need much advertisement so that "the ship gets going." Businesses often make the mistake to apply the rising offers with the same (mediocre) intensity and the same strategy like the introduced offers, these I call cash cows here. The representation becomes diffuse if the newcomer- the product to raise - is not put out properly. So it is a good idea to focus your advertising power on the rising products or product.
Cash cows are introduced products and offers. They run more or less by themself. A business with too little engagement in cash cows will look drained and loses the nice radiation on his palette of offers. Why does this happen? Much to much energy is needed to run a one-shot-only new-development business.
Here it already is seen: Without timing for the strong development of future-capable cash-cows and the exact use of canvasser-money, a business strives in vain. Without such a management, there is no basis for effective public relation.
Even more management-qualities are asked for the star-product. Such a product usually is not existing at all, because the creativity of the entrepreneur and co-workers is wasted through the work on descending products, new-developments.
1. Establish a herd of cash cows and feed them moderately, so to speak. 2. Do yourself a favor and restrict yourself to only one star-product. 3. Have a few new-developments (rising products) in your service- and product-pipeline - let your public relation and advertisement be steady with that and they can become new milk-cows in your portfolio very soon. 4. Free your company from descending products as quickly as possible. If you think it is worth the trouble - re-work and modernize the service/product.
Before you spend money on advertisement, learn how to rapidly get your company known to your customers
Public Relation made easy and use the
Portfolio.Matrix.EN.2007 Click here to get your own
unique version of this article.
