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Archive for February, 2009

Public Relations’ Bad PR

Put Structure to your Marketing

Synopsis: Public relations has bad PR. It is known for its fluff and hype, for the sleight-of-hand work, and, whereas, all of that exists, the glitter and flash isn’t what makes for an effective campaign. What makes media placement effective is that it tells a story, it educates, it gives the public information on a particular topic or field that they otherwise wouldn’t have access to.

When placing stories in the media, you want to highlight you product or service, but you also have an equally important second objective. You want to educate. I don’t think that I can emphasize this point strongly enough. Public Relations has bad PR. It is known for its fluff and hype, for the sleight-of-hand work, and, whereas, all of that exists, the glitter and flash isn’t what makes for an effective campaign. What makes media placement effective is that it tells a story, it educates, it gives the public information on a particular topic or field that they otherwise wouldn’t have access to. Let’s look at a couple of examples.

We represented a physician who was working on a new cancer drug and was in the midst of clinical tests. The first series had been quite promising. He was looking for patients with a certain type of cancer who were interested in participating in the study. He received hundreds of calls after a local TV interview ran, from people wanting to find out more information. These people would have never been aware of the study, and their opportunity to participate in it, if it had not been for the interview they saw. How about a couple of examples that are not quite so serious?

A skin care expert who has created her own make-up line, appeared on a TV segment teaching consumers how to buy cosmetics for less. The piece explained how to read and understand labels and how to shop for quality, yet inexpensive products. She was presented as an expert, her products were highlighted, and the public learned new information.

The President and CEO of an Internet company who specialized in B to B solutions, was interviewed in a national publication on the changing face of the Internet. He was able to discuss his company and the solutions it offered, establish himself as an expert in his field, and educate the public.

All of these pieces highlighted and focused on the client’s company, but they also educated. By watching the programs or reading the articles, the public learned new information. The pieces were informative and (hopefully) added to the quality of the viewers’ or readers’ lives. Done correctly, it educates, instructs, entertains, and whets the public’s appetite to know more. On the marketing end, it also stimulates your target audience to make an appointment, purchase a product, or to visit a store. But the bottom line comes down to presenting yourself as an expert, an educator, as someone whom both the media and the public turn to for information and advice, you are communicating with and educating the public.

For further information visit:
www.AnthonyMora.com

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This post was submitted by Anthony Mora.

Be the first to comment - What do you think?  Posted by Anthony Mora - February 26, 2009 at 12:25 pm

Categories: Grand Opening Marketing, Grand Opening PR   Tags: , ,

Social Networking your Grand Opening through Facebook

In the 20th century, people are now connecting through social networks. Facebook, being the leader in industry, is connecting people, colleagues, reuniting classmates and business associates using the Internet. Let’s use this social network to announce to people who have a personal interest, business relationship or similar interests that your business is having a grand opening. Considering many businesses are started by people who are leaving one industry to reinvent themselves in another, the wealth of resources, connection and personal relations built over these years of business interaction are severed instantly once the individual boxes up their office cubical. Many of these connections would like you to succeed in your new business venture and would be willing spread the word through their network of your grand opening.

Make it an Activity

Facebook allows users to post what they are doing right now! Let people know that you are stocking shelves for the grand opening, booking grand opening entertainment, creating a press release, talking to local news agencies and businesses about the grand opening.  Keep the post current and build to the grand opening date.   Making announcement days before is less effective because the social networking is not fully developed. Allow the anticipation to build.  Pretty soon, friends will be contact you and asking “Are you ready for your big grand opening?”

Start the Networking

Facebook.com, is the most popular, free social networking environment, and is one of the easiest to find and acquire contacts or in social networking terms, friends.  First, create an account making sure you use your real name, unlike Internet forums or bulletin boards, where fake names are common.  The power behind Facebook is its ability to connect people by schools, companies, interests, hobbies and relies on you to recognizing individuals by name.

Second, enter your personal information.  Personal information is the key to complete social networking.  The more information supplied in these areas allows you and others to seek out individuals with the same desires and interests.  For example, if you are leaving the aviation field and opening up a hobby shop, include in your personal information that your hobby is fling.  Facebook will link you automatically to other individuals (friends) who share the same interest.  This link to new “friends” will allow you to build a social network that you can announce your grand opening celebrations.

Connect with past classmates and colleagues in the same manner.  Once you fill-out the school information, Facebook will search its database of schools and classmates in your graduating year.  Many of these people will quickly seek you out and want to know what is happening in your life.  Inform them about your grand opening and invite them to come see you at the grand opening.

Expand Social Networking through the Company

Encourage employees to create a Facebook page.  Once created, ask them to make an announcement in their network of friends about the grand opening.  The goal is to use the network to spread the word about the grand opening.  Pictures can be uploaded; announcement can be posted along with a shout out of how the progress and development of the grand opening is going.  Lastly, make sure you follow up with pictures of people who come from the network of friends.  People who can’t attend that day will be interesting in seeing the pictures and will participate in the grand opening through your pictures.

Don’t put the Camera Away

Keep the digital camera ready after the grand opening, you may find many network friends will show up late in the week and you can capture the moment and share it with the network of friends who help make your grand opening a success.  It will take a little work and time to build the social network of friends, but that work will make your grand opening and business stronger.

Network with Dale on his Facebook
Dale Obrochta's Facebook profile

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Be the first to comment - What do you think?  Posted by Dale Obrochta - February 19, 2009 at 10:19 am

Categories: Grand Opening Marketing, Grand Opening Social Networking, Grand Opening Tips, Grand Re-Opening Tips   Tags: , , , , , , ,

Franchises Grand Openings

Many franchises will leave the grand opening up to the franchisee to develop a grand opening extravaganza. Typically, marketing support falls short by the franchise; their concern is the store opens on time and follows franchise protocol.

Successful franchises have or hire a creative marketing team to develop the grand opening marketing. The franchise helps the franchisee with advertising, securing vendor promotions, and provides marketing support through its other franchise locations.

The ability of the franchise to support its franchise is critical for both parties success. Too often franchiser is more interested in expansion and overlooks the simple support that they can provide to a new franchisee.  New franchisees should request:

  • Advertising support for the grand opening
  • Announcements in all franchise locations
  • Support in securing vendor participation
  • Press release announcing new location
  • Web support highlighting grand opening location
  • Support in TV, radio, print and Internet advertising
  • Support team to help run and develop a successful grand opening

The franchise needs to show from the beginning, that they are committed to the new franchisee and are willing to work together to develop a strong grand opening celebration.

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Be the first to comment - What do you think?  Posted by Dale Obrochta - February 14, 2009 at 11:20 pm

Categories: Grand Opening Delegating, Grand Opening Franchise, Grand Opening Tips   Tags: , , ,

Entertainer’s Website Network

The Entertainer’s Website Network grand opening is on February 10th 2009. The Entertainer’s Website Network is a paid subscription based directory of professional entertainer’s. The Entertainer’s Website Network allows Interment user to rank, comment, search, view thumbnail images of website, and locate professional entertainers quickly and easily. The Entertainer’s Website Network will be part of the www.mbd2.com website, the fastest growing balloon entertainment websites.

The Entertainer’s Website Network will offer a unique opportunity for professional entertainer’s to allow testimonial review of the entertainer, while providing them with full Search Engine Optimization built into the Entertainer’s Website Network.

The Entertainer’s Website Network will be working with other TWISTingonline.com, Balloncast.org, private email list, the mbd2.com newsletter (5,000+ readers) to kick off its grand opening.

To subscribe to the Entertainer’s Website Network
Subscription Option # 1 – $50.00 US
1. Thumbnail image of website
2. Full-size image of website
3. List website title
4. List owners name
5. List state of operation
6. List country of operation
7. Link to website
8. Choice of 3 categories
9. 5 User defined keywords for search + Owners name, city, state, and country of operation
10. Rating of website
11. User comments
12. 1 Years Subscription

Subscription Option #2 – $95.00
1. Thumbnail image of website
2. Full-size image of website
3. List website title
4. List owners name
5. List state of operation
6. List country of operation
7. Choice of 6 categories
8. 20 User defined keywords for search + Owners name, city, state, and country of operation
9. Rating of website
10. User comments
11. 1 Years Subscription

Payments can be made by PayPal, Money Order, or Credit Card
Site is owned and operated by DEO Consulting, Inc – www.mbd2.com

Company : DEO Consulting, Inc

Contact Name: Dale Obrochta

Email: dale@mbd2.com

Event Address: http://www.mbd2.com/ewn

City, State, Zip: Orland Hills, IL 60487

Telephone Number: (708) 744-0234

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Be the first to comment - What do you think?  Posted by - February 5, 2009 at 12:20 pm

Categories: Grand Opening Announcements   Tags: ,

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