Knowledge/Q&A

As marketing communications experts, our job is finding answers. Here are answers to some of the more recent inquiries that were submitted to AdAbility.

I am a commercial real estate broker and am thinking about starting a Twitter account. Is this worthwhile?


I’ve seen what being interview on TV and in newspapers has done for other business people. What do I need to do to get interviewed?


We’ve been running our current ad campaign for quite some time now. When should we change it?

 

 

QUESTION
I am a commercial real estate broker and am thinking about starting a Twitter account. Is this worthwhile?

ANSWER
Like the gold rush of 1849, social media is whipping up a wave of irrational exuberance. Many businesses are rushing to add social media to their marketing communications mix. But before you do so, you need to consider whether or not it makes sense for your business.

Social media is completely different from marketing communicating. To be successful, it must be an authentic, personal conversation with people who are truly interested in and involved with your company.

Before you jump in, consider how time-consuming maintaining a social media campaign can be. You will need to carefully plan for the resources and planning which are required to sustain a successful social media effort.

Adding social media should be done gradually to ensure that the company can sustain each added effort before moving on to the next step. For a commercial real estate business, Twitter may not be the best venue. You may want to start with Linkedin or other similar business networking sites.

Read more about social media and recommended employee guidelines

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QUESTION
I’ve seen what being interview on TV and in newspapers has done for other business people. What do I need to do to get interviewed?

ANSWER
The first step to establishing yourself as an expert resource for the media is to read, watch and listen to the media sources that you are interested in establishing a relationship with. Your research will help you to better understand what types of news they focus on and who the key reporters and editors are.

Once you’ve gained an understanding of what type of information and expertise  that you can provide to assist the media, you’ll need to start establishing a rapport with them. Start with sending relevant and news worthy information to select media. If possible, schedule meetings with reporters to discuss their needs.

Keep in mind that this is not an overnight process. You will need to maintain a consistent communication with the media. Start with smaller, local media and work your way up. Another important point to keep in mind is that reporters work on deadlines and if you are contacted you need to respond in a timely manner.

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QUESTION
We’ve been running our current ad campaign for quite some time now. When should we change it?

ANSWER
Although many a time it’s well worth retiring established campaigns that have lost their zing, too often current (and very successful) ad campaigns are offered up as the sacrificial lamb for the wrong reason. Maybe internal boredom sets in or new management wants to put their personal mark on things.

Before you ground your current campaign and lose the brand continuity you’ve established, ask yourself these questions:

1. Are you expecting the change in advertising to produce dramatic—even drastic—results immediately if not sooner?

2. Do you expect advertising to compensate for internal strife, a lackluster market, product pitfalls, and/or substellar service?

3. Does your company’s new management team demand new ads, no matter what the consequences?

4. Are you experiencing kneejerk reactions to competitors’ ads or hot new trends in the marketplace?

5. Do you feel you’ve seen the “old” stuff one too many times?

If you answered yes to any one of these questions, you may want to carefully re-examine your advertising program before you begin making wholesale changes.

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AdAbility Marketing Communications