Transcript of Frankel's Free Clinic May 6, 2002

Rob@RobFrankel.com (5/6/2002 9:01 AM): Howdy, y'all....just back in from Houston....

Elizabeth (5/6/2002 9:01 AM): I'd like to talk about today's FrankelTips ... trade shows

Del (5/6/2002 9:01 AM): Hey Jonathan. :-)

Jonathan (Editor - jacohen@damnfinewriting.com) (5/6/2002 9:01 AM): hey Rob

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:01 AM): Good morning, Terri! I finally made it to a Rob chat!!! Hello, everyone...

Terri Robinson (recruit2hire.com) (5/6/2002 9:01 AM): Greetings, Rob! Woo Hoo! Stevie Ann, you made it! :)

Rob@RobFrankel.com (5/6/2002 9:01 AM): Hi Stevie! Welcome! How can I help you today?

weber jajagroup.com (5/6/2002 9:02 AM): Hi Terri - no we have several. The newest one is smarter-health.com check it out

weber jajagroup.com (5/6/2002 9:02 AM): Hi Rob

Lorilyn Bailey (NewsBuzz.com) (5/6/2002 9:02 AM): Entered the room.

Skip Pratt (skippratt@cox.net) (5/6/2002 9:02 AM): Hi Terri and all...

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:02 AM): Wow, Rob, that's a loaded question - don't know where to begin! Let me think for a second...

Terri Robinson (recruit2hire.com) (5/6/2002 9:02 AM): will do, weber!

Rob@RobFrankel.com (5/6/2002 9:03 AM): Okay, we like to let the new folks go first....

Elizabeth (5/6/2002 9:03 AM): While she's thinking can we talk about trade shows?

Skip Pratt (skippratt@cox.net) (5/6/2002 9:03 AM): Hey Rob...what's the URL for your 1 hr. phone program (sorry, can't remember the "brand" of it..

Terri Robinson (recruit2hire.com) (5/6/2002 9:03 AM): Rob, the Tips were great on the trade show issue today! I have said the same thing about trade shows for years! <grin>

James Redmond (5/6/2002 9:03 AM): Entered the room.

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:04 AM): Rob: How do I begin the process of branding myself as a greeting card cartoonist to the corporate market?

Rob@RobFrankel.com (5/6/2002 9:04 AM): Skip: http://www.RobFrankel.com/frankelcall.html

Lorilyn Bailey (NewsBuzz.com) (5/6/2002 9:04 AM): What is URL of trade tips?

Rob@RobFrankel.com (5/6/2002 9:04 AM): Holy cow, Stevie -- did you know that Del is really big into that market?

Emaline (5/6/2002 9:04 AM): I have a question about retail during these hard economic times.

Rob@RobFrankel.com (5/6/2002 9:05 AM): Lorilyn, http://www.FrankelTips.com or click on the gold button in the top frame

Skip Pratt (skippratt@cox.net) (5/6/2002 9:05 AM): thanks...

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:05 AM): Yep - I read past transcripts with Del in it. He targets specific verticals that I'm not. I'm moreso across the board.

Rob@RobFrankel.com (5/6/2002 9:05 AM): Stevie, what are you seeking -- card companies?

Brett Stuckel (bstuckel@mail.colgate.edu) (5/6/2002 9:06 AM): Entered the room.

Rob@RobFrankel.com (5/6/2002 9:06 AM): Do you currently have a site or a company name? I need to know a bit more about what you're trying to do.

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:06 AM): I'm not seeking card companies - rather, going directly to the Sales Directors and executives of companies..

Jeffrey Schlesinger (sales@tracertags.com) (5/6/2002 9:07 AM): Entered the room.

Rob@RobFrankel.com (5/6/2002 9:07 AM): Wow, that's a tough row to hoe, Stevie. My first issue would be to know if those Sales Directors actually are involved in the production of things like promotions. My bet is that they farm it out.

Rob@RobFrankel.com (5/6/2002 9:07 AM): (Emaline -- we'll get to your question next, okay?)

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:08 AM): Well, I don't have a cartoon site (yet), but I'm hoping to call it something like "Inc.Blots"

Rob@RobFrankel.com (5/6/2002 9:08 AM): If you're simply supplying the art, that means someone else has to produce and complete those poro's. Too much work for a Sales Directors to do by himself.

Emaline (5/6/2002 9:08 AM): Thanks

Rob@RobFrankel.com (5/6/2002 9:08 AM): Okay, Stevie, so does that mean you already have the cards ready to ship?

Jim Malone (www.mscmerchandise.com) (5/6/2002 9:09 AM): Entered the room.

Rob@RobFrankel.com (5/6/2002 9:09 AM): "promo's"

Terri Robinson (recruit2hire.com) (5/6/2002 9:09 AM): Maybe your market is really the people selling the cards to the companies already, Stevie Ann

Elizabeth (5/6/2002 9:09 AM): (OK I'll wait but can we get to trade shows at some point?)

Del (5/6/2002 9:09 AM): I've found, through my vertical market and having spoken to some outside-industry business executives, that comedic cards are low-rung products of those chosen.

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:09 AM): Eventually, cards will be shipped to people. I'd handle production. What I'd offer is a final product that Sales Dirs and others can use to facilitate the sales process, and relationship-building process.

Del (5/6/2002 9:11 AM): I personally like them and they can be used to a great end, but execs tend to go for more "traditional" cards. (I'm dealing with mortgage professionals, banks and credit unions - local and national levels.)

Rob@RobFrankel.com (5/6/2002 9:11 AM): Stevie, I think you'll find that the easier you make it, the better your sales will be. Even though you find the art primarily motivating, your market only sees how they can use the art. The last thing they want is more work. So you have to do the work for them.

Tamra (tamra@hcstudios.com) (5/6/2002 9:12 AM): Entered the room.

Rob@RobFrankel.com (5/6/2002 9:12 AM): So -- and I know you've all heard this before -- you REALLY have to look at this from their own point of view. Less about the art, more about "relationship-building tools". Even better, "sales-building" tools!

Rob@RobFrankel.com (5/6/2002 9:12 AM): Are you working under any brand now?

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:13 AM): Cool, Del's in the room... why do you think that humor-based cards won't sell as well, Del?

Hal Slater (5/6/2002 9:13 AM): Entered the room.

Jonathan (Editor - jacohen@damnfinewriting.com) (5/6/2002 9:13 AM): Stevie Ann - have you considered targeting dentists? They often use cards/cartoons as a customer retention/reminder tool.

Rob@RobFrankel.com (5/6/2002 9:14 AM): Whoa, Stevie, we have a few other questions in line here...would you mind taking that off list with Del? ANOTHER GREAT RELATIONSHIP BROUGHT TO YOU BY FRANKELBIZ!!!

Del (5/6/2002 9:14 AM): Two reasons: 1) when a company develops a relationship with an individual (client/family/etc) they do it more on "traditional" emotions - caring, seriousness, personal development, inspirational. The cartoon brings in levity. Something that doesn't always articulate professionalism.

Rob@RobFrankel.com (5/6/2002 9:15 AM): I think Del is right on. He's a sharp dude, Stevie....

Rob@RobFrankel.com (5/6/2002 9:15 AM): Emaline, you're up, kid.....how can I help you out?

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 9:15 AM): Not a problem, Rob. Thanks! Del, I'm at GotCopy@cox.net.

Brett Stuckel (bstuckel@mail.colgate.edu) (5/6/2002 9:15 AM): Rob, quick and easy question-True or False: There's a niche market for everything.

Del (5/6/2002 9:15 AM): 2) From personal experience, I have roughly a 150-1 sales rate from other "traditional line" cards versus the comedic ones...which is why I'm phasing out the latter.

Rob@RobFrankel.com (5/6/2002 9:16 AM): Brett: 97% true.

Rob@RobFrankel.com (5/6/2002 9:16 AM): Emaline? You there?

Emaline (5/6/2002 9:17 AM): I have a retail gift and Gift Basket shop in a rural area (15 years). The economy in our county is suffering because we are in a furniture and textile area. Should I hang on by using my line of credit to supplement cash flow? I do also have a web site that is doing fair. I am also trying very hard to get corporate accounts for my gift baskets. I would appreciate any suggestions!

weber jajagroup.com (5/6/2002 9:18 AM): Emaline Do you do the Gift Show in Atlanta?

Ann (http://www.GetResultsQuicker.com) (5/6/2002 9:18 AM): Entered the room.

Rob@RobFrankel.com (5/6/2002 9:18 AM): Emaline, I use a credit line extensively. I have a strong brand strategy, a good business model and a proven track record. I have faith that even in these horrible times (and they are horrible), I can use the credit line to get me through bad cash flow times. You have to have that same confidence. Did your business do well during better times?

Emaline (5/6/2002 9:18 AM): I go, but I don't exhibit.

Rob@RobFrankel.com (5/6/2002 9:19 AM): Emaline, you should have read this morning's FrankelTips! It was all about trade shows!

P Hardy Tech. (www.phardy.com) (5/6/2002 9:19 AM): Entered the room.

weber jajagroup.com (5/6/2002 9:20 AM): There is a magazine out of Texas about Gift Basket Biz. I don't remember the name though

Rob@RobFrankel.com (5/6/2002 9:20 AM): So to your first point, those are the criteria you should use when addressing the issue of credit lines. If you did well before, you can do well again, which means you're a good credit risk to yourself.

weber jajagroup.com (5/6/2002 9:20 AM): Are there any Universities near you?

Emaline (5/6/2002 9:20 AM): Yes...this is really the first time my business has been in this situation.

Terri Robinson (recruit2hire.com) (5/6/2002 9:21 AM): Emaline, if you are in a furniture and textile area, have you thought about creating a gift basket for caring for some of "their" products that they could offer to their customers?

Rob@RobFrankel.com (5/6/2002 9:21 AM): Next, the BEST thing you can do is starting building that web operation up. It's the lowest cost, highest margin proposition out there. And right now, you need to not only increase business, but profitability, as well. I'd skip the trade shows and concentrate on that.

Ann (http://www.GetResultsQuicker.com) (5/6/2002 9:21 AM): Emaline--do you belong to your local chamber? This might be a good place to acquire corporate accounts

Emaline (5/6/2002 9:22 AM): Any real hope for substantial income with web site...Any suggestions for breaking into corporate gifting?

Elizabeth (5/6/2002 9:22 AM): Emaline -- try posting on Frankel list, offering a discount to bees.

Rob@RobFrankel.com (5/6/2002 9:22 AM): Last year in FrankelTips, I wrote a whole treatise on "package pricing" and "pricing for profitability". Both of those can help you immensely.

Rob@RobFrankel.com (5/6/2002 9:22 AM): If you get the urge, http://www.FrankelTips/ebook.html

Elizabeth (5/6/2002 9:23 AM): The web is sure to make it easier to attract corp. customers.

Rob@RobFrankel.com (5/6/2002 9:23 AM): Emaline, the corporate world is a tough track. but once you're in, you're in. You'll be competing with bigger, harder competitors. My advice is to target "small" businesses: sales under $50 million.

Emaline (5/6/2002 9:24 AM): For corporate...where is best to list?

Rob@RobFrankel.com (5/6/2002 9:24 AM): Oops, that URL should have been http://www.FrankelTips.com/ebook.html

Del (5/6/2002 9:25 AM): Take a look at some of the magazines out there as well. "Selling Power" focuses on sales management teams (buyers of gifts, promotional products and team-building items.)

Rob@RobFrankel.com (5/6/2002 9:25 AM): Emaline, too small a business (micro-businesses) may not give you the kinds of orders you really want. The ones-and-twos orders will kill you. You want bigger, bulk orders that all ship to one customer

Rob@RobFrankel.com (5/6/2002 9:25 AM): Emaline, listing may not be your best bet. I prefer to contact people directly. Works better when you personalize the approach.

Elizabeth (5/6/2002 9:26 AM): Rather than go head to head with the more established cos. offer generic products, maybe you could offer regional specialties

Emaline (5/6/2002 9:26 AM): Thanks...

Rob@RobFrankel.com (5/6/2002 9:26 AM): Also, Emaline, if you really want the best publicity bang for the buck, I must recommend this: http://www.1shoppingcart.com/app/aftrack.asp?afid=20861

Skip Pratt (skippratt@cox.net) (5/6/2002 9:28 AM): Rob, that URL is dead...

Rob@RobFrankel.com (5/6/2002 9:28 AM): It costs $495 or something (and yes, this is my affiliate link to it), but it lasts the whole year and puts reporters in touch with you who are looking for experts in your field. I have done SO well with this: for our PillowMail.com site, we just got a national article in Redbook magazine and woman's own magazine and U.S. New and World Report. For a few hundred bucks a year!

Jonathan (Editor - jacohen@damnfinewriting.com) (5/6/2002 9:29 AM): worked for me, Skip

Yosef (yosef@SuddenVision.com) (5/6/2002 9:29 AM): Skip: The URL does work. Try cutting and pasting again.

Rob@RobFrankel.com (5/6/2002 9:29 AM): Emaline, finally, you MUST develop a brand that really separates you out from your competition. You don't want to do all that work just to look like everyone else. Really work on that -- so that when your prospects get to your site, they say, "Now THIS is what I was looking for!"

J.F. (Jim) Straw (5/6/2002 9:29 AM): Entered the room.

Skip Pratt (skippratt@cox.net) (5/6/2002 9:30 AM): oops...accidentally deleted the "1" via a backspace...sorry

Rob@RobFrankel.com (5/6/2002 9:30 AM): No Skip, http://www.1shoppingcart.com/app/aftrack.asp?afid=20861 works fine. I just checked it.

Del (5/6/2002 9:30 AM): Rob: would that serve my company well? PRleads, that is.

Del (5/6/2002 9:30 AM): Rob: branding-report.com a friend of yours? Affiliate perhaps?

Rob@RobFrankel.com (5/6/2002 9:31 AM): Yes, Del. And you know I'm a hard case. I don't even take advertisers on FrankelBiz who want to pay $1000 for the week. But this service is THE best I have ever used. And I actually paid money to join it.

weber jajagroup.com (5/6/2002 9:31 AM): Emaline are you near Universities?

Elizabeth (5/6/2002 9:31 AM): Trade Show time yet?

Rob@RobFrankel.com (5/6/2002 9:31 AM): Emaline, does that help? Is there something else I can do before we move on to the next question?

Emaline (5/6/2002 9:32 AM): Wake Forest

Hal Slater (5/6/2002 9:32 AM): Hal Slater

Rob@RobFrankel.com (5/6/2002 9:32 AM): Elizabeth, you are one persistent puppy. I like that. You're next after Emaline, if she's okay.....

weber jajagroup.com (5/6/2002 9:32 AM): Get a list of students, set up gift baskets on the web, and let their parents order "Care Packages".

Rob@RobFrankel.com (5/6/2002 9:32 AM): One last thing Emaline: What's the brand for your business? Name? Site URL?

Emaline (5/6/2002 9:33 AM): What about universities?

Rob@RobFrankel.com (5/6/2002 9:33 AM): Nice shootin' Weber! Excellent idea.

weber jajagroup.com (5/6/2002 9:33 AM): Especially good is the 1st year students

weber jajagroup.com (5/6/2002 9:33 AM): Thanks Rob :)

Emaline (5/6/2002 9:34 AM): http://www.emalinebrook.com Corporate Gift is being added.

Rob@RobFrankel.com (5/6/2002 9:34 AM): Okay, then let's get to Elizabeth before she explodes!! Go ahead, Elizabeth.....

Elizabeth (5/6/2002 9:35 AM): Thanks Rob. I've been beating the trade show drum around here for a while and want to stop if this is really the wrong tack...I asked my boss for a list of FAQ's he hears from prospects. One of them was 'I've never heard of you. Why should I trust you." We want to make a big splash in a new industry. You're down on trade ads and down on trade shows -- what methods are you in favor of for reaching a broad b2b audience to raise brand awareness?

Emaline (5/6/2002 9:35 AM): I have taken up enough time. Thanks so much!

Rob@RobFrankel.com (5/6/2002 9:36 AM): Okay, Elizabeth, if you read today's FrankelTips, you know why trade shows are usually a big waste of time. I say usually, because most people's expectations are wrong and most of the trade shows don't deliver. There are much better ways to invest your money.

Elizabeth (5/6/2002 9:36 AM): In our primarily industry, EVERYONE goes to the shows but we're moving into new industries where that may not be the case

Ken McArthur: www.portalcube.com (5/6/2002 9:36 AM): Entered the room.

Elizabeth (5/6/2002 9:37 AM): FrankelTips is why I brought it up

Rob@RobFrankel.com (5/6/2002 9:37 AM): Depending on your budget -- and if you're doing trade shows, you should have one -- I'm a big fan of direct marketing and PR. Especially PR targeted to a REALISTIC market.

Tamra (tamra@hcstudios.com) (5/6/2002 9:37 AM): Rob, what about small regional business shows? Where there are about 50 booths, mostly the local chamber members, that sort of thing. Are they any better than "trade" shows?

Rob@RobFrankel.com (5/6/2002 9:38 AM): Tamra, the truth is that very few shows are run by people who want to promote your business. They're run by people who run trade shows. There's no business incentive there.

Elizabeth (5/6/2002 9:38 AM): We're at the point where we have fantastic marketing materials

Jeffrey Schlesinger (sales@tracertags.com) (5/6/2002 9:38 AM): rob, what if you have a product that crosses over into many industries?

Del (5/6/2002 9:38 AM): Elizabeth: One convention/tradeshow worth considering is the national Realtor tradeshow which brings in 25-40,000 attendees. 41% of realtors purchase closing gifts, with something like 11% spending over $20 dollars. Might be something to at least attend and see if you want to display your wares there.

Elizabeth (5/6/2002 9:38 AM): No we need to get these materials in the hands of as many people as possible

Rob@RobFrankel.com (5/6/2002 9:38 AM): I tend to favor more intimate trade shows, but even those are rarely worth the time. You really have to plan and execute them like a SWAT team to get any real effect.

Elizabeth (5/6/2002 9:39 AM): Now we need...sorry.

Elizabeth (5/6/2002 9:39 AM): We target consumer products companies

Rob@RobFrankel.com (5/6/2002 9:39 AM): On the other hand, if you put that money into the hands of a qualified PR person -- a realistic one, not a pie in the sky type -- you get much better results.

Del (5/6/2002 9:40 AM): Rob: Even for niche products/services?

Rob@RobFrankel.com (5/6/2002 9:40 AM): Here's the thing: so many entrepreneurs are so entrenched in doing everything themselves that they forget there are pro's out there who can do the job much better and faster. In the case of PR, one phone call can lead to one article that can lead to several big orders.

Rob@RobFrankel.com (5/6/2002 9:41 AM): Absolutely, Del. Can I give you a personal example of this?

Del (5/6/2002 9:41 AM): Please.

Rob@RobFrankel.com (5/6/2002 9:42 AM): Here I am, Mr. branding, absolutely convinced that launching i-legions is definitely a story worthy of the Wall Street Journal. I let about 20 PR people pitch my account and the only one who had the courage to say, "no, you're not ready for them. Your target media is this and that...." She won the business. And she's getting results.

Del (5/6/2002 9:42 AM): Incidentally, does anyone have a recommendation for a snapnames/snapback domain purchasing company? (One that monitors expiring domains AND you have personally used and can recommend?)

Rob@RobFrankel.com (5/6/2002 9:42 AM): Don't think it wasn't hard to buy at first. It was. but that's the difference when you get someone who's really a pro in their own field. They give you the real truth from their experience.

Del (5/6/2002 9:43 AM): Rob: Why didn't you use PRleads for that biz venture?

Rob@RobFrankel.com (5/6/2002 9:43 AM): And her method is good. She has the connections. And due to both, we're getting articles placed in the right places.

Rob@RobFrankel.com (5/6/2002 9:44 AM): Del, who says I don't? I use everything I can throw at everything I do. But PRLeads is about reporters coming to you with their needs. It's not a service that blasts your press release to them

Jeffrey Schlesinger (sales@tracertags.com) (5/6/2002 9:44 AM): How do you know when your business is ready for a PR campaign?

Yosef (yosef@SuddenVision.com) (5/6/2002 9:44 AM): Who is "she"?

Rob@RobFrankel.com (5/6/2002 9:44 AM): In other words, if you're going to invade a territory, you don't go in with just infantry -- you bring in the air force, navy, marines too

Rob@RobFrankel.com (5/6/2002 9:45 AM): Jeffrey, it's ready the minute you're ready to open you doors.

Rob@RobFrankel.com (5/6/2002 9:45 AM): Contact me off list for my publicist, Yosef.

Elizabeth (5/6/2002 9:45 AM): Going with just PR thought seems to me you're only using the SWAT teams

Yosef (yosef@SuddenVision.com) (5/6/2002 9:45 AM): Or rather, what's her name (your PR person, that is)?

Elizabeth (5/6/2002 9:45 AM): We want to go in with all cannons blazing

Rob@RobFrankel.com (5/6/2002 9:45 AM): The only problem with PR is that it takes time because media takes time. Print, especially.

Ann (http://www.GetResultsQuicker.com) (5/6/2002 9:46 AM): How to you go about selecting the right PR person(s)

Rob@RobFrankel.com (5/6/2002 9:46 AM): Elizabeth, that's NOT the only tool. But it does get you into the main stream to places that guerilla marketing just might not get you.

Elizabeth (5/6/2002 9:46 AM): I would look to PR as an ancillary way of generating attention

Jeffrey Schlesinger (sales@tracertags.com) (5/6/2002 9:46 AM): I was told in some case its like throwing pasta on the wall. Some sticks and the rest falls on the floor and is a waste. True or not?

Elizabeth (5/6/2002 9:47 AM): Direct mail has to fight through the gatekeepers

Rob@RobFrankel.com (5/6/2002 9:47 AM): Ann, I simply posted a note to FrankelBiz and several other PR lists to which i belong. About 20+ people/consultants/agencies responded. Did it all by e-mail and phone.

Rob@RobFrankel.com (5/6/2002 9:47 AM): Elizabeth, direct mail sucks. Too expensive and fraught with hidden costs. But direct e-mail works -- if you do it right.

Elizabeth (5/6/2002 9:48 AM): And once it lands on the right person's desk it would be more effective if they had already heard of your company

Ann (http://www.GetResultsQuicker.com) (5/6/2002 9:48 AM): What questions should you ask...what should one look for when selecting a PR agent?

Rob@RobFrankel.com (5/6/2002 9:48 AM): Jeffrey -- yeah, it's like anything else. but when it sticks, it more than pays for everything else plus more. At least that's how it works when it's planned properly. in the case of i-legions, one account will pay for the entire year.

Emaline (5/6/2002 9:48 AM): What about spam if you use email?

Elizabeth (5/6/2002 9:49 AM): Email is a low cost method and it looks it -- it will not help us create the aura of bigness

J.F. (Jim) Straw (5/6/2002 9:49 AM): Direct Mail is only too expensive when you do it WRONG!!

Rob@RobFrankel.com (5/6/2002 9:49 AM): Hey, about a month ago, National Public Radio called for a radio interview. It was a three minute national radio interview. Next day, 30+ books were ordered and several new business leads started calling.

Keith (http://www.logicreate.com) (5/6/2002 9:49 AM): Emaline: the keyword Rob mentioned is "direct"

Rob@RobFrankel.com (5/6/2002 9:50 AM): Jim, direct mail is almost always done wrong because too many people try to do it without the expertise or the right budget. They think "one mailing should do it"

Rob@RobFrankel.com (5/6/2002 9:50 AM): (TEN MINUTE WARNING)

weber jajagroup.com (5/6/2002 9:51 AM): I like postcards for b2b

J.F. (Jim) Straw (5/6/2002 9:51 AM): That's why I wrote the book.

Ann (http://www.GetResultsQuicker.com) (5/6/2002 9:51 AM): I'm looking into finding somebody or company to do PR for our new website, would you recommend PR leads as a good starting place?

Jim Malone (www.mscmerchandise.com) (5/6/2002 9:51 AM): by Direct you mean---buying a list or something else

Elizabeth (5/6/2002 9:52 AM): Still haven't answered my question: we want to broadcast a big b2b message, to say hey, everyone, we're HERE, this is a Whole New Way of thinking

Rob@RobFrankel.com (5/6/2002 9:52 AM): Emaline, you won't be accused of spam if you stay away from "mass e-mailing" crap where you send a dopey message to a million addresses. Instead of blasting a shotgun, carefully choose your targets and build a mailing list that way. Write your sales letter as an invitation, not as a sales message. Believe me, that's the way to do it. Take it one account at a time.

Jeffrey Schlesinger (sales@tracertags.com) (5/6/2002 9:52 AM): Rob, what are some of the main points in planning a successful PR campaign?

weber jajagroup.com (5/6/2002 9:52 AM): Elizabeth, get a magazine to do an article on how you helped a company in that industry

Keith (http://www.logicreate.com) (5/6/2002 9:53 AM): Jim: something else, maybe a list is a place to start, but you should take a more direct approach, custom tailor the email for that company, or that "set" of leads, if done right, it will not come off as spam

Elizabeth (5/6/2002 9:53 AM): There usually isn't a single person responsible for purchasing our product so it is not really possible for us to worm our way into getting email addresses

Rob@RobFrankel.com (5/6/2002 9:53 AM): Ann, PRLeads is a passive service. The reporters come to you. To actively promote, you want to hire a publicist.

Del (5/6/2002 9:53 AM): Elizabeth...still working on convincing people to rethink their product packaging?

Elizabeth (5/6/2002 9:53 AM): Magazines for the general industry (i.e. sporting goods) don't cover the product we supply

Rob@RobFrankel.com (5/6/2002 9:53 AM): Elizabeth, if you have the budget for it, PR person for sure. It takes time, but the quality of the media is good

Keith (http://www.logicreate.com) (5/6/2002 9:54 AM): Jim: case in point, I took a list of around 6,000 emails, broke them up into much smaller list, and sent emails out, out of 6,000 I've only had 10 write back and ask for removal, a lot of no thanks, and several new leads

Ann (http://www.GetResultsQuicker.com) (5/6/2002 9:54 AM): Hire a publicist and still use PF leads?

Elizabeth (5/6/2002 9:54 AM): Del -- that's our gig

Jim Malone (www.mscmerchandise.com) (5/6/2002 9:55 AM): but it did start with a "bought" list???

J.F. (Jim) Straw (5/6/2002 9:55 AM): Elizabeth: Write a simple 1-page letter to the specific people you want to reach. You in-the-mail cost (including list & postage) can be less than 50 cents.

Rob@RobFrankel.com (5/6/2002 9:55 AM): Jeffrey: the main points for PR are pretty much the same for the brand strategy. There has to be a way to illustrate how your solution is the best fit for their problem. You do that to the point where prospects with their problem contact you for that solution. Once they call, it's usually a matter of when they buy, not if. After that, it becomes a sales issue.

Rob@RobFrankel.com (5/6/2002 9:55 AM): Elizabeth, you should no problem because you must have a zillion visuals you can supply in addition to a good story.

Elizabeth (5/6/2002 9:55 AM): We want to get beyond the people we know we want to reach

Lorilyn Bailey (NewsBuzz.com) (5/6/2002 9:56 AM): Looking for PR? Look at NewsBuzz.com, my site. I specialize in cost-effective services for small businesses.

Rob@RobFrankel.com (5/6/2002 9:56 AM): Jim, that's not too realistic for snail mail. especially when you consider that snail mail campaigns usually have to have repeat mailings.

Rob@RobFrankel.com (5/6/2002 9:57 AM): Elizabeth, no question you'll do way better with PR in media than trade shows, that's for sure.

Jim Malone (www.mscmerchandise.com) (5/6/2002 9:57 AM): Rob: I meant for e-mail

Elizabeth (5/6/2002 9:57 AM): We've got pictures of boxes...(grin)

Jim Malone (www.mscmerchandise.com) (5/6/2002 9:57 AM): sorry--- I meant for e-mail

Rob@RobFrankel.com (5/6/2002 9:57 AM): Ann, YES. Use as many as you can. But the trick is to make sure your brand strategy is consistent over all the media you use. That's SO important

J.F. (Jim) Straw (5/6/2002 9:57 AM): Rob: I agree - but - using a low-cost lead generation mailing can be far less expensive and far more productive.

Keith (http://www.logicreate.com) (5/6/2002 9:57 AM): Jim: case in point, I took a list of around 6,000 emails, broke them up into much smaller list, and sent emails out, out of 6,000 I've only had 10 write back and ask for removal, a lot of no thanks, and several new leads

J.F. (Jim) Straw (5/6/2002 9:57 AM): Rob: I agree - but - using a low-cost lead generation mailing can be far less expensive and far more productive.

Elizabeth (5/6/2002 9:57 AM): I'm totally going to pitch the PR concept

Rob@RobFrankel.com (5/6/2002 9:58 AM): Jim: Oh yeah, you can do e-mail with ONE hit. You're right about that cost, Jim

Rob@RobFrankel.com (5/6/2002 9:58 AM): Elizabeth, you can also track the PR stuff pretty effectively. And PR can get you across media into new markets

Rob@RobFrankel.com (5/6/2002 9:59 AM): (TWO MINUTES)

Elizabeth (5/6/2002 9:59 AM): There's no question PR would help, but I'd like to do something a little more proactive

Jim Malone (www.mscmerchandise.com) (5/6/2002 9:59 AM): So could I say for someone just taking the first step ---to buy a list is a "good" place to start

Elizabeth (5/6/2002 9:59 AM): Something we can control

Jim Malone (www.mscmerchandise.com) (5/6/2002 9:59 AM): ?

J.F. (Jim) Straw (5/6/2002 9:59 AM): BUT ... how many of your prospective customers are online?

Rob@RobFrankel.com (5/6/2002 10:00 AM): You can control it, Elizabeth. that's what it's about.

Elizabeth (5/6/2002 10:00 AM): For all intents and purposes say none.

Lorilyn Bailey (NewsBuzz.com) (5/6/2002 10:00 AM): Who sells lists here?

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 10:00 AM): Elizabeth - email me at GotCopy@cox.net. I'm trying to find a link for you that may help with some of your questions on PR. It's somewhere around here...

Rob@RobFrankel.com (5/6/2002 10:01 AM): Nah, Jim Malone, I wouldn't. I've never had good luck with "bought" lists. In fact, last year in FrankelTips, I reported my results with a test mailing....not too good!

Rob@RobFrankel.com (5/6/2002 10:01 AM): Wow, what a fast session today! Hey, I hope this helped. I've gotta split, but I'll see you all online!

Elizabeth (5/6/2002 10:01 AM): Thanks Stevie. Will do.

Keith (http://www.logicreate.com) (5/6/2002 10:01 AM): Jim: a quick a trip to a search engine can usually give you a lot of leads for a targeted industry, you just organize them and send out one mailing when you get 50 or so, if you have done your homework on them the results will be good

Terri Robinson (recruit2hire.com) (5/6/2002 10:01 AM): Rob, thanks for being with us today! You're the greatest! Good session everyone! See you all next week :)

Rob@RobFrankel.com (5/6/2002 10:01 AM): Bye everyone!

J.F. (Jim) Straw (5/6/2002 10:01 AM): Rob:

Jonathan (Editor - jacohen@damnfinewriting.com) (5/6/2002 10:01 AM): bye all!

Yosef (yosef@SuddenVision.com) (5/6/2002 10:01 AM): bye

Stevie Ann (http://members.cox.net/gotcopy) (5/6/2002 10:01 AM): Thanks, Rob & Del! Ciao for now...

weber jajagroup.com (5/6/2002 10:01 AM): Take Care

Ann (http://www.GetResultsQuicker.com) (5/6/2002 10:02 AM): Bye Rob...Thanks for the help!

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