|
Exclusive Zpd.TIPS from Z promotion & design
Volume 6 - 2005
The Zpd.TIPS archives has been divided into 5 10-week
periods. As you click on the links below, you will be taken to
that section of the tips.
Happy New Year from Z promotion & design! To enjoy our
2005 New Years Greeting Card, click on the link below.
Happy
New Year - the card is no longer available.
back to the top |
Volume 6 Number 2
Continuing with our discussion of email-based newsletters.
Disseminate on a regular schedule. I couldn’t tell you how
many of you reading this today would miss Zpt.TIPs if I
neglected to send it out for a week or so – (feel free to
reply to tell me), but when someone signs up to receive these,
I feel an obligation to fulfill. I find that weekly works
best, every other week might be fine, but less often than that
is just not often enough – especially with email.
back to the top |
Volume 6 Number 3
Are Zpd.TIPs spam? You tell me… Spam filters likely keep many
of these from being delivered. So as the author, you can only
hope that your recipients keep an eye out for your tips.
Another reason for a regular delivery schedule. Give your
recipients a way out too. Let them know they can stop
receiving the tips. Over the years, many people have signed up
and a few have later dropped off.
back to the top |
Volume 6 Number 4
When you send
your tips, use the BCC feature of your email. In case you are
unfamiliar, this is a blind copy. In other words, your recipients will
remain anonymous to one another, and none of the recipients will be
able to “reply all” – maintaining the confidentiality of the program.
back to the top |
Volume 6 Number 5
So, how do you
get recipients for your newsletter? There are a number of ways to
build your list. You can begin with your current clients and
prospects. As you get new clients, you should add them to the
recipient list. In addition, you should add a sign up page to you web
site, allowing web visitors to receive them too. This list has grown
from a few dozen clients to a couple of hundred primarily through web
sign-ups.
back to the top |
Volume 6 Number 6
The benefits to
developing an email Tips list include:
Maintaining top of mind awareness
Educating your recipients – about your
business and about your area of expertise
Help with search engine placement
Creating a potential client list
Establishing yourself as an expert
Over the next few weeks, we’ll look at each.
back to the top |
Volume 6 Number 7
Using tips to
Maintaining top of mind awareness…
This is a no-brainer; if you, your name and your company are in front
of existing and potential clients week after week, month after month
and year after year, you will make an impression and your will
maintain top of mind awareness.
back to the top |
Volume 6 Number 8
As we continue
our look at online newsletters or tips…
Educate your recipients – about your business and about your area of
expertise. As you begin to discuss different topics, you will find
that recipients – even good clients – will respond from time to time
saying “I didn’t know you could do that”. Zpd.TIPs has gotten me a
number of jobs from clients who were not aware of the full scope of Z
promotion & design’s services.
back to the top |
Volume 6 Number
9
Assuming that you chronicle your tips online; as a
part of your web site, the words you use will assist Google and
other search engines that query words in web pages, find your
site. If you use your tips as a platform to discuss national
brands, personalities or famous concepts, their mere mention in
your (web site) tips will bring you visitors. For example, a
number of years ago I mentioned the Nike Commercial
“Bracketville” – and each year during March Madness my site is
inundated with visitors who have Googled Bracketville. The same
is true for “The Beatles” – my site get over 100 hits a month
from people who have Googled “The Beatles” – now, these two
examples will help me get even more hits!
back to the top |
Volume 6 Number
10
While looking
at the benefits of your online newsletter… If you ever intend to do
email marketing; that is truly market your services via email messages
(some people call it SPAM), your tips list will make a great place to
start. In addition to selling, you can use this list as a focus group
or advisors. When I launched a new web site a few years ago, I emailed
my Tips list to “test the site”… I got some great comments, and made
some changes as a result.
back to the top |
Volume 6 Number 11
Establishing
yourself as an expert is the last benefit of online newsletters we
will discuss.
As we mentioned a few weeks ago, if your tips are posted on your web
site, Google will tend to find your site more easily. If your tips are
informative, factual and user-friendly visitors will spend more time
on your site – reading. If they are reading, they are learning (in
theory) and attributing that to the author, as the expert. You can
exploit your expertise by offering ancillary services, such as
booklets or pamphlets for sale, speaking engagements for a fee or
other money-making ideas you may have.
back to the top |
Volume 6 Number 12
We are going to
take the next few weeks to look at some statistics that are gathered
about internet usage. Although these figures, like all statistics,
are ever moving, they should give you great indications about ways to
optimize your online presence.
We will look at the percentages of how many
people use which browser, what operating system, how they are set up
to handle display resolution, color depth and javascript. Each of
these variables has a bearing on your web site design. Remember, in
many cases the way your potential clients see your web site is as
dependant upon how their computer is set up as your web designer’s
capabilities.
back to the top |
Volume 6 Number 13
As we continue
our look at web statistics, this week we are going to look at
browsers.
There are four families or brands of web browsers:
-
Internet Explorer from Microsoft; version 6 is
the latest and it is the most commonly used browser
-
Netscape; 7.2 is the latest version (August
2004) – their older versions and their Communicator (version 4.x)
does not support the latest technologies.
-
Firefox is in version 1.0.2 for Windows and is
the fastest growing browser as it has built-in pop-up blocking,
tabbed browsing, and other popular features.
-
Opera is at version 7.5 for Windows, Mac and
Linux (released in May 2004)
-
Mozilla, which is a complete set of web
applications upon which Netscape was founded (browser, email client,
news client, chat client and more). The browser in the suite is
actually Firefox.
Each of the newest versions of these browsers
support international web standards (yes there actually are standards)
Next week we will look at the universe of users…who uses what and the
changing trends.
back to the top |
Volume 6 Number 14
So, as we
continue our look at web statistics, this week we are looking at
browser statistics. The popularity of one browser over another. This
is important as not all web technology shows up the same on all
browsers.
The latest numbers are from March 2005 and are
published by the W3Schools, an online educational site for web
developers.
-
Internet Explorer (versions 5 and 6) 67.9%
-
Opera (versions 7 and 8) 1.8%
-
Mozilla 3.7%
-
Firefox 21.5%
-
Netscape (version 4.x and 7) 1.2%
There is a missing 3.9% that is unaccounted for
in the report I found.
Next week we will look at the meaning behind the numbers…
Next week we will look at what this means....
back to the top |
Volume 6 Number 15
As we continue
our look at browser statistics, this week we are looking at what it
all means.
Last week we saw that Internet Explorer is the
number one browser by a large margin at 67.9% with the next closest
being Firefox at 21.5% (Mozilla at 3.7% to equal 25.2%). This should
mean you can customize your site for the Internet Explorer and be
fairly safe – not necessarily true.
1) Not all code that is read by IE, is also
read by Firefox, meaning your site may not look like you anticipated
on both browsers.
2) Last year at this time, Firefox (as a part
of Mozilla) only accounted for 9.6% - that’s a 162.5% increase in a
matter of a year.
Make sure your web site is compliant to all, or
at least the top browsers.
Next week operating systems...
back to the top |
Volume 6 Number 16As we continue
our look at browser statistics, this week we are looking at operating
systems.
- Windows XP accounts for 63.1% of the operating systems
- The rest of Windows (2000, 98, NT and .NET) account for 27.2%
- Linux is another 3.2% and Mac… 3%
The operating system is one of the variables that define what your web
site looks like to the viewer, especially where fonts and colors are
concerned.
Next week more stats that define what the viewer sees; screen size and
color depth.
back to the top |
Volume 6 Number 17
The most common
concern I hear from my web clients has to do with placement of text
and graphics on the screen. The expectation is that a web site, like
print has a fixed layout. Text wraps around images in a certain way,
and the content of your site fills the screen.
The visual representation of your web site is a series of compromise
and decisions. There are a number of factors to consider, including
the end users Screen Resolution and Color Depth. We will look at those
statistics next week.
If you don’t know your screen resolution (and are on a windows
operating system), right click on your desktop, click on properties,
then on the settings tab at the top. There are (should be) two places
you can make changes “Screen Resolution” and “Color Quality (Depth)”.
The sliding scale should range from 640 x 480 (the smallest screen) or
800 x 600 to 1280 x 1024. You should be able to change from one to
another to see the difference… if you do, look at some web sites to
how different they look.
Next week, who is using what screen resolution…
back to the top |
Volume 6 Number 18
As we continue
our look at web site statistics, today we are looking at screen
resolution stats.
As of January 2005,
0% are still using a screen resolution of
640 x 480
29% are using a screen resolution of 800 x
600
53% are using a screen resolution of 1024 x
768
13% are higher and 5% are unknown.
The trend over the last two years shows the
population going to higher resolution displays.
Next week colors…
back to the top |
Volume 6 Number 19
This week we
are looking at color depth (how many colors your computer can see).
The current trend is that more and more computers use 24 or 32 bits
hardware to display all 16,777,216 different colors.
As of January 2005
-
72% are seeing 16,777,216 different colors
-
25% 65,536 different colors
-
3% are still using a lower color depth
Older computers and laptops often use 16 bits
display hardware. This gives a maximum of 65,536 different colors.
Handheld computers (and very old computers) often use 8 bits color
hardware. This gives a maximum of 256 colors.
back to the top |
Volume 6 Number 20
Continuing our
look at web statistics, one of the most popular features used to bring
web sites to life is Java and Java Script… But what is it and can
everyone see the results?
Java and Java Scripts? They have nothing to do
with coffee. This week a definition, next week who’s able to see it?
Java is an object-oriented programming language
that is platform independent (the same Java program runs on all
hardware platforms without modification). It was developed by Sun
Computers.
Java script is popular scripting language that
is widely supported in Web browsers and other Web tools. It adds
interactive functions to HTML pages, which are otherwise static,
since HTML is a display language, not a programming language.
JavaScript is easier to use than Java, but not as
powerful and deals mainly with the elements on the Web page.
back to the top |
Volume 6 Number 21
In order to
view java scripts on a web page, you need to be sure your visitors’
browser supports it.
As of January 2005, 89% are able to view java script, while 11%
cannot.
Over the last couple of months, we have looked at web statistics that
should help you determine how to create a web site that the majority
of your visitors will see as you envision it. But, remember
statistical averages may not always be relevant to your web site.
Different sites attract different audiences. Some web sites attract
professional developers using professional hardware; other sites
attract hobbyists using older low spec computers. And, in the words of
Benjamin Disraeli, “There are three kinds of lies: lies, damn lies,
and statistics.”
back to the top |
Volume 6 Number 22
This week we
are going to begin a look at Public Relations and Press Releases.
While most people tend to think of Public Relations as Free
Advertising – it is not. It is more than that. For example… when you
advertise, you have control over the content; with PR the editorial
staff has ultimate control over the content. They may, or may not
grasp your point and publish your information in the correct, or even
in a favorable light.
So, during the upcoming weeks (and beyond) we will examine the ins and
outs of public relations. We will look at the difference between
advertising and public relations, the release itself, dissemination,
follow up, as well as other elements.
Next week… what is PR.
back to the top |
Volume 6 Number 23
In our ongoing
look at Public Relations, what is PR?
After some exhaustive web research and dozens of definitions, I found
that each definition varies with its author.
So for our purposes, let’s look at in this light – Public Relations is
the process of developing and promoting a favorable relationship with
the public by communicating your firm’s accomplishments in a favorable
manner through media (newspapers, magazines, TV, radio, Internet,
etc.) outlets.
Although this forum will likely not move much beyond this definition
(at this time), bear in mind that Public Relations is not just about
press releases, it may also include sponsorships, collateral
materials, networking, word of mouth, signage, displays, in short;
your entire image marketing is all about your relationship with the
public – Public Relations.
(FYI… if you have other concepts/definitions about PR, I am open to
sharing then with the recipients of the Zpd.TIPS list – just send them
my way and I’ll get them out next week).
Now, how we actually accomplish this feat will be the subject of our
next few weeks.
back to the top |
Volume 6 Number 24
First, from my
invitation last week to provide your own definition of PR I received
this:
I've adopted the definition taught in Public Relations classes taken
when getting my marketing degree as non-paid advertising. It includes
literally everything not space or time paid for but the PR person or
firm is paid.
This week…
Think of Public Relations as an integral part of your overall
marketing plan. It is yr attempt to supplement advertising with
stories in the media to enhance your position within the market.
Consider your objectives, as they relate to your marketing and sales
plans.
Are you looking to generate sales or leads
Introduce a new product to the market
Establish yourself/firm as an “expert” in
the market
Increase awareness of your brand
Improve relations
Mitigate a problem
With your objectives in mind, you can proceed in
developing your PR plan.
back to the top |
Volume 6 Number 25
The next step
in developing your PR program is to define your goals.
Your goals should be specific, measurable to your objective(s) and on
a timetable (PR Calendar). And, remember to keep them congruent with
your overall marketing and sales goals.
back to the top |
Volume 6 Number 26
We have defined our objectives and set our goals, so this week
we look at our target audience and by extension our recipients
of our press releases. Who do you ultimately want to reach? Go
back and look at your objectives, if you are creating industry
expertise within a given industry, develop your list from
industry publications and media. If you are attempting to reach
the entire public, your dissemination of information will be
more universal.
Next week we will look a bit more closely at the list…
back to the top |
Volume 6 Number 27
Last week we looked at defining your target audience, which
leads to developing your recipient list. Your research can be
done online, either through some of the media portal sites (www.gebbieinc.com,
www.newsdirectory.com, www.newlink.org), Google searches, Yahoo!
Directory, etc. As you find your contacts, create a database in
Excel or Access (or one of your choosing) with your contacts. Be
sure to create separate fields for each element (salutation,
first name, last name, email, etc.) to give you the most
flexibility. Some recipients like email, others prefer written
letters or faxes, the more flexible your list, the more
automated you can become.
Next week, back on track with developing your schedule.
back to the top |
Volume 6 Number 28
It’s time to look at developing a schedule for disseminating
your PR.
Put yourself in the place of your recipients, if you received a
press release from a given firm each week – you’d begin to
consider the news worthiness of information. You definitely want
to send your releases as “news happens”- a new product, new
contracts, new employees, etc. But you may also look at your
accomplishments, upcoming events, anticipated debuts and create
a calendar. Remember that based on the publishing frequency of
your targets, it may take months for your release to see the
light of day (if in fact it ever does). Coordinate your press
releases with other elements of your marketing/media efforts.
Next week, communication vehicles.
back to the top |
Volume 6 Number 29
How are you
going to get your message out to the public?
There are a number of communication vehicles including:
Write and disseminate Press Releases
Customer Success Stories
Hold press conferences or invite media for
an interview
Develop seminars
Create speaking opportunities
Sponsorships – events, schools, concerts,
etc.
Write articles for local or national
publications
Write letters to the editor, if applicable
back to the top |
Track your PR…
you have set objectives, review them, did you get your desired
results? If so, how might you improve them and move to the next level?
If not, can you pinpoint what went wrong? How would you do things
differently with your next release?
Your plan should be a living, breathing plan… be flexible and be ready
to modify.
Next week, we will begin to take the list of communication vehicles
and explore each in greater depth, beginning with writing press
releases.
back to the top |
Volume 6 Number 31
We are
beginning a closer look at the communication vehicles for your Public
Relations campaigns. To review; a couple of weeks ago we “defined”
these vehicles as:
1. Press Releases
2. Customer Success Stories
3. Press Conferences
4. Seminars
5. Speaking opportunities
6. Sponsorships – events, schools, concerts, etc.
7. Articles
8. Letters to the editor
Next week – Formatting your press release…
back to the top |
Volume 6 Number 32
This week we
are delving into press releases…
Here are a few formatting issues and things to include as part of your
press releases.
-
the first line should read: FOR IMMEDIATE
RELEASE
-
contact information in case additional
information or interview is desired
-
a brief summary/description/history of your
business at the end of the release
-
a release date, and location
-
a headline, a possibly a subhead
-
the basic information
-
a quote from an company official
-
end your release with ### or -30- typed
across the center of the page a few lines below the end of your
text
Next week the copy…
back to the top |
Volume 6 Number 33
In some cases
the recipient of your press release will print your content verbatim,
in other cases the recipient will glance at the headline, if it is an
attention-getter – you may find yourself published.
Be sure your headline and first paragraph make your point – and keep
it brief. Why is your news newsworthy to the readers/viewers/listeners
of the recipient? Remember, yours is one of hundreds (or more)
crossing the editors’ desks – make it count. Keep the hype to a
minimum – consider you are writing a news story – who, what, when,
where and why!
Next week… how should I send it…
back to the top |
Volume 6 Number 34
So how should I
send my press release? First of all, send it to an individual. Today
many editors will accept email releases; however, it is always wise to
contact your recipient to find out the best way to send releases to
them. Many publication web sites provide this information. But, as a
general rule of thumb, never send your release as an email attachment.
Include the information in the body of your email. You can always
provide a link to a web page or pdf file of the release.
Some publications still like “snail mail”, and some prefer
photography. Talk to your recipient and get the details… for example
lifestyle and home décor magazines tend to prefer a photo be sent with
the release, but it needn’t be a high resolution photograph, as they
will likely send their own photographer. Business magazines and
newspapers may want headshots, which can be sent. Consider a “press
section” to your web site to allow publications to download
high-resolution images.
Next week… follow up…
back to the top |
Volume 6 Number 35
Following up on
your press release… it is not inappropriate to follow up with a phone
call or email, especially if you have a relationship with the editor.
If you catch them by phone, be sure to ask if you have reached them at
a good time… if so, you have an opportunity to accomplish two
important tasks: 1) restate your case for publishing the information
and 2) begin to develop a relationship with the editor.
You may also choose to follow up with a second release (sent along
with the first) that shows a relationship or outcome from the first
announcement. This shows the editor the added value… and may provide a
secondary benefit.
Next week… developing relationships…
back to the top |
Volume 6 Number 36
Assuming that
you have developed a list of who should get your press releases and
why, get to know these people. This is a mutually beneficial
relationship – they want your stories and you want the exposure they
can provide. Invite each to lunch (where appropriate) to talk about
their publication, their focus and discuss how your business relates.
Ask if how exclusivity on a given story might increase your chances of
getting published (if you are willing to honor that).
back to the top |
|
|
|
|
Buy Phil Zaleon's book, a marketing guide specifically written for the kitchen and bath professional
Click the cover to purchase your copy.
From time to time, we interview Kitchen and Bath
Professionals for articles, market research and opinions, if you are
interested in submitting your name to our database, follow the link
below.
Click to sign up
|
Take a Break with a game of
Tic-Tac-Toe |