Building An Effective Marketing Program, Part 3: Making New Friends
Developing networking strategies to partner and build business introductions
by Christopher Wray
Despite all the advances in communications and other technologies, business is still about relationships and people. In part three of his series on effective marketing, Christopher Wray examines the value of networking, and offers valuable tips on how you can get better at it...
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Landing Pages: Three Ways to Improve
On the Web as well as in person, first impressions mean a lot. In the electronic world, that means having a landing page that helps visitors take action. This article, from Tech Image client GlobalSpec’s Marketing Maven newsletter, provides some helpful tips on making your landing page more effective so you can convert more visitors into buyers...
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Survey and Poll Results
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Last month we asked how readers get customers to participate in success stories. The overwhelming majority (nearly 82%) said they handle it on a case-by-case basis through the sales force. The other 18% write participation into the contract – a more formalized approach that may still be negotiated.
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Top Stories...
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Follow the Yellow Brick Road to Success
by Mike Nikolich
 Determining the value of public relations isn't always easy -- at least until something goes horribly wrong. That's the lesson learned by the Witch of the East in the musical "Wicked." Tech Image CEO Mike Nikolich takes a look at what happened to her when her rival Glinda starts using the media to better advantage, and shows there are all kinds of ways to measure the ROI of a PR campaign.
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Also in this Issue...
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Making PR Measurement Meaningful
A Qualified Approach to Publicity Metrics
by Dennis Collins, COO - Tech Image Ltd.
 One question Tech Image (and most likely every other PR firm) gets asked a lot these days is “how do you measure the ROI of your PR efforts?” Generally, the question is driven by a senior financial executive who wants to be able to put a set of numbers against every dollar they spend. Yet measuring PR is a lot like explaining love – it’s just not something that fits neatly onto a spreadsheet. In this article, Tech Image COO Dennis Collins addresses the measurement question and explores various means that can be used to measure PR effectiveness...
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Let’s Go Back to Journalism 101
by Teri Robinson
 Speaking of measuring PR, one way some companies measure their campaigns is by how many “press releases” they can turn out in a year. Yet that strategy may be counter-productive according to Teri Robinson, a Senior Editor at Government Security News. She offers a journalist’s point of view regarding using press releases more effectively...
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See how we help our clients...
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The Clip Report
Tech Image is in the business of helping our clients gain their unfair share of media coverage. Check out this section to see some of our latest successes. Please view some of the "Top Placements"...
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E-Mail Composition 101
by eMarketer.com
E-mail. It’s both the boon and bane of business. It definitely makes communication more efficient – providing the writer has the skills to communicate effectively. This article from research firm eMarketer looks at some of the stats surrounding e-mail usage, and demonstrates the value of being able to write simple business communications well...
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We're in the Money
While perhaps not as visible as they once were, venture capitalists are still a big part of the technology marketplace. And they may be on the rise again, according to this interview with Mark Heeson, president of the Venture Capital Association, taken from the ITBusinessEdge newsletter Aligning IT & Business Goals...
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PR VS. Advertising : 3 Facts of Life
An interview with Al Ries, Best-Selling Author of "The Fall of Advertising & The Rise of PR."
by Cincom's Expert Access Steve Kayser
Al and Laura Ries made a huge splash with their Book “The Fall of Advertising & the Rise of PR” a few years ago. Now here are some more thoughts on the value of PR and where it fits into the overall marketing picture...
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