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.

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

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.

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

Sitting in traffic on 128 the other day, I saw a bumper sticker that said: “Rapture is coming. Will you be ready?”

It got me thinking – not about Rapture, but about recovery from the current economic conditions. Like Rapture, no one knows for sure when recovery is coming – though they are sure it will. And, like Rapture, some are more prepared than others.

Now, regardless of your views on Rapture, from a communications standpoint, companies need to assess their readiness. If you have slashed your marketing programs, gone “dark” on advertising, scaled back your PR and tradeshow efforts – there is a good chance that the recovery will be much further off for you than others.

Here’s the catch – how do you get ready for recovery without breaking the bank? Here’s two thoughts:

Social Media – have your agency step up activity with blogs, podcasts, tweeting and forums. Start to get back in the swing of things.

Public Relations – Ramp up your outreach activities. Haven’t talked to the press in a while – now’s a good time to do a tour – even if it is by phone.

*Don’t have an agency, give us a call, we’d be glad to help.

If we knew the exact date of recovery (or Rapture for that matter), it would be easy to get ready. But one thing we do know – there are signs in the economy that are pointing in the right direction. Maybe now is the time to get some of your communications activities back in action.

Recovery is, after all, coming. Will you be ready?

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Technorati Tags: Communications, PR, Recovery, Social Media