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Increase Your Reach and Frequency ... Without Increasing Your Budget

For over two years, I’ve been preaching the benefits of re-purposing press releases and re-distributing content via video to social media networks and third party websites and Blogs. A few courageous clients have taken this advice. However, with the increased publicity and hype surrounding social media, many fence sitters are now ready to jump into these interactive communication waters.

For those employing a PR strategy that includes writing and distributing press releases, I have a seven step KISS program to offer.

Step 1 – Establish a person or persons who will have a good on screen camera presence and can articulate your company’s message.

Step 2 – Evaluate social networks, third party websites, Blogs and databases that could be used for v-mail broadcasting. Your product or service will dictate which networks will communicate best to your audience. And remember, it’s always better to walk before you run so using proven socials like YouTube and Facebook would be a good start. The initial set-up is easy and doesn’t take much time to do.

Step 3 – Create a virtual set to serve as the backdrop for each of your videos.

Step 4 - Determine which press releases would be of interest to your audience and edit them into a short one – three minute video script. The writer of the original press release should be able to re-edit the content in less than an hour.

Step 5 – Video the on screen talent in front of a green screen, edit the footage in post- production and convert the file to flash movies for distribution. Our people are cross trained and act as the director, videographer, and editor so we’re able to significantly reduce production costs.

Step 6 – Videos are then distributed to the pre-selected socials, websites and Blogs by a dedicated staff.

Step 7 – Analytics are available to monitor each of the social networks and Google Analytics is used to measure your Web and Blog stats. For most clients, these tools satisfy all their measurement requirements and best of all they’re free.

By re-allocating $25,000 - $30,000 of your annual marketing or advertising media budget to this activity, I guarantee you will increase your reach and frequency by numbers greater than you could ever imagine.
Posted: 12/1/2010 12:57:13 PM by Dave Scelba | with 0 comments
Filed under: budget, marketing, Re-branding, video, analytics


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