Why Everyone Needs A Yeti In Their Life - 10 Yetis Marketing and PR Specialists

When new clients first stumble across our 10 Yetis site they have already made, quite possibly, the best business decision to date. I don't just mean in terms of us being by far the best pr media agency on the block, but mainly because they have identified that our area of expertise is not where they excel and they want to rectify the situation.

Quite often a client comes to us on the back of having attempted to do their own public relations (PR) or after spending a fortune on marketing ideas that have not delivered the results they desire. As a side issue, if you are setting up a company and want one hot tip; I have lost count of the number of people who cite paying big bucks for an advert in Yellow Pages, only for it to tank badly. Not a great place to start out with testing your advertising skills. In my experience Yellow Pages is a good vehicle for certain lines of business but to be honest, if you are a service provider then the majority of calls you will get from your advert will be people trying to sell you things.

Going back to marketing plans... Many businesses are already barking up the right tree when it comes to trying new marketing ideas, it is just that they are not timed correctly or supported properly with other marketing methods (see September's Newsletter about the "marketing mix").

When I talk with owners of small companies about marketing plans and how the different areas can deliver benefit 9 out of 10 come to see that, in terms of cost, PR is the most effective way forward.

Why? Basically, the majority of companies benefit from positive media exposure and realistically PR is small and start-up companies only way of achieving this. I use the word "realistically" for a number of reasons as it can apply to a few different areas as I am about highlight.

Realistically: PR is your best option because you stand to get more coverage than one single advert plus editorial is more trusted by readers than an advert

Realistically: Single press adverts that can get you the same national exposure (but, in the readers point of view, in a slightly less trusted method) break down into the following ball park figures -

Broadsheet
Full page = £46,000 mono, £59,000 colour
Half page = £30,000
Quart page = £13,600

Tabloid
Full Page = £33,000
Half page = £21,000
Quart page = £17,000

These are some crazy-big figures! And this is just for one day and one advert. Scary.
In stark contrast PR campaigns that can cost from as little as £150.00 can get cover in more than one media and on more than one occasion. And still people challenge PR people to prove how we can add value.

Realistically: You need to be sensible about your achievable amount of anticipated press coverage. Unless you are a well-known brand, have a really innovative product or are doing something truly unique you will struggle to get wall to wall coverage straight away. It is always best to drip drip drip-feed messages into the media so journalists get chance to remember and recognise your brand and business.

Realistically: You need to be in a position to capitalise on your media coverage in the form of ringing your target customers who may have read about you, and even the more simple things like making sure that you have enough people to answer phones.

Hopefully this has given you plenty to think about?

I am always keen to get across that I don't want these newsletters to just be 10 Yetis propaganda vehicles so just let me know if you have an idea for an article. Maybe there is an area that you think is a common problem that I can help with?