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• W289472649 abstract "Practitioners Rely On Written Word And Satisfied Clients Public relations practitioners are relying on tried-and-true marketing techniques, according to a sampling of Public Relations Journal readers. Written materials such as newsletters and reprints of articles published in magazines are popular. Relying on satisfied clients to spread the word is almost equally popular. PRJ's third Reader Poll response card, which asked about marketing tools, was inserted in the October 1993 issue. We asked readers to describe a marketing tool they found to be effective. We received 79 responses. This poll was not a true scientific sample, but still indicates some trends. While marketing is a broad function, marketing tools are used to communicate information about a product or service through direct or indirect channels. Written word scores high Newsletters were cited by seven of the respondents. Articles in trade magazines, case histories and reprints of such items were cited by six. Publishing a magazine was cited by three. One form or another of these publications was cited by about 28% of the respondents. Other written materials mentioned were annual reports, press kits and news releases and brochures. Several readers noted they used targeted mailing lists and direct mail. Some respondents noted they used inserts in regular mailings of bills or invoices. Reputation has impact Several responses fell into the general category of word of mouth about quality service. Networking, referrals and word of mouth were each mentioned by respondents. Several respondents also listed performance/quality work, customer satisfaction, client testimonials and existing clients as effective marketing tools. Open internal communications that develop informed employees who can then disseminate an organization's message are also mentioned. Several respondents noted that research was their best marketing tool. One respondent said his organization always used intuition and discussion to confirm research results. Two said that it was important to set goals and develop a strategic plan before developing a marketing plan. Other marketing tools mentioned by respondents spanned a wide range. They included: media relations and industry analyst tours, community partnerships and cooperative projects, sponsoring special events, open houses, speeches and speakers, and videotapes. Other tools included bilingual packaging, street banners, T-shirts and stickers on soda cans in school vending machines. High-tech tools lacking One of the 79 respondents cited e-mail as his most effective marketing tool. On first glance the lack of comment about technological tools seems surprising. But high-tech marketing techniques, such as using on-line services, are still relatively new. If we were to take this poll again a few years from now, the results would probably be different. A selection of the reader responses follows. The responses were edited for grammar and style. Our publication serves as a central, integrated marketing tool. The monthly trade magazine acts as regular direct mail that increases revenue and enhances the association image with members, nonmembers, the media, legislators and the general public. David Andersen Director of Publishing & Marketing Washington Association of Wheat Growers Ritzville, WA A community partnership pairing CKBC, a non-profit regional blood center serving 68 hospitals, and WKXT-TV, Lexington's CBS affiliate. We solicit support from our vendors. WKXT produces video spots and representation video for us. We purchase air time with vendor support. Blood donations increase and everybody wins. Marsha Berry Community Relations Consultant Central Kentucky Blood Center Lexington, KY As far as marketing a company's image and products, our agency has considerable success planning and implementing industry analyst tours. Instead of trying to meet with extremely busy, and often distracted, editors, we cultivate relationships with the industry experts these editors continuously talk with. …" @default.
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• W289472649 title "What's Your Best Marketing Tool?" @default.
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