On a conference call with a prospect the other day, I mentioned that podcasts would be a great way to reach their audience. The response was lukewarm. When pressed, the prospect said, we’ve done podcasts before, but not that many people listened to them. Turns out, they were recording the podcasts, and then posting them to their website, and that was it.

Like any tool in the marketing mix, if no one knows about it, it’s not going to work. You can write the best release, record the best podcast, have the best collateral but if you don’t link it all together you’re not getting the most out of your efforts.

For example, let’s say someone in your organization writes a white paper. Too often, it gets printed or put on the website and that’s it. At Topaz, from that white paper we would help our client:

- create an abstract and work to get an article either in print or online

- write a synopsis for their blog

- create a podcast from the white paper

- tweet about the white paper, the blog and the podcast

- create a release on the topic that mentioned the podcast, blog and white paper

From one white paper, by cross promoting the activity, we’ve created multiple opportunities to interact with your audience. In budget-constrained times, or any time for that matter, it’s a great way to get the most out of your marketing efforts.

Technorati Tags: Blogging, Communications, Marketing, PR, public relations, Social Media, Topaz Partners, Twitter

We have our annual company holiday party today, with “Secret Santa” being the highlight of the event. For the record, I’ve never been a big Secret Santa fan. For me, it’s more fun – and easier – to do a Yankee Swap – you don’t have to know anything about the person who gets your gift. You don’t have to think about it, you just have to get a gift, wrap it (or if you are like me, stick it in one of those gift bags) and Voila! Done!

To me, social media can be like a Yankee Swap. You don’t have to have a relationship with someone you call a friend on Facebook or follow on Twitter. You can just write what you want, post it out there and Voila! You’re doing social media!

Of course, that’s not the way it is meant to be…social media is supposed to be more like a Secret Santa. While you may never meet a person, you are supposed to know enough about them to be able to give them meaningful dialog. And vice versa. But that’s the trick. How many people take the time, for example, to look at who is following them on Twitter to see if it makes sense that you are connected? Too often, it becomes a Yankee Swap scenario…no real interest in a relationship, just as long as what I say gets out.

So while I still like a good Yankee Swap – nothing like the general hilarity and mayhem that ensues over that one sought-after gift, or the desire to get rid of that scented bath soap – I see the social media side to Secret Santa…and I like it.

Happy Holidays!

Technorati Tags: Blogging, PR, public relations, Social Media, Topaz Partners

I was recently at the Performance Racing Industry’s 22nd Annual Show in Orlando with Evans Cooling (client). At the show, all manners of technological advances were showcased as they related to the racing industry.

At the show, Evans showcased their waterless engine coolant. This is a unique engine coolant that overcomes the drawbacks of water-based coolant. Essentially, with Evans product, a vehicle can get better performance, better gas mileage, reduced maintenance, a lifetime coolant that never needs to be replaced providing a reduced the impact on the environment.

While Evans solutions have an application in high performance (race cars, motorcycles, ATVs, etc.) engines, it is also a viable option for virtually any internal combustion engine that has a radiator.

The benefit of Evans that was most interesting to the editors we talked to at the show – with all the talk on climate, the environment and being “green” – was the fact the Evans coolant is currently in testing to be declared non-toxic. With 88% of regular coolant ending up in landfills, this is a tremendous benefit.

Evans is available worldwide, but few folks know about them. Take a minute to visit their website and check out their coolant…www.evanscooling.com. I think you’ll find it interesting.

Technorati Tags: Events, Marketing, PR, technology, Topaz Partners