Press Release Headlines that Make News

Writing the perfect headline for a press release is one of the hardest parts of making your news worthy to stop the editor and make him/her think… hey, I want to know more about that and so do my readers.

PRNews, one of my favorite sources of late, shared several tips for creating that perfect headline. Here they are…

1. Make it Punchy. A strong, concise headline attracts readers and encourages sharing on social media.

2. Avoid Spammy Keywords. As we all know certain words trigger alerts for spam filters including free, you, mortgage, order now, etc. Excessive punctuation also triggers spam filters.

3. Don’t link… at least in the headline. Putting a link in the headline basically encourages readers to go elsewhere without reading your actual news. Search engines are also suspicious of copy with too many links and may even write your release off as Web spam.

4. Use natural language. Avoid industry jargon and make sure to use the words and phrases your audience actually uses when talking about your subject.

5. Keep it tight. Tell one story in the headline, don’t clutter it up with a bunch of different themes.

6. Use your heads… as in subheads. Recommended no more than 200 characters in the summary or subhead if you feel the need for more information.

 

The Art of the Client PITCH

Getting new clients is a challenge in any business so why should the advertising business by any different?

There are a number of factors to consider when chasing that new fish around town… or if that fish jumps in your net, be cautious, you may not be the only agency they’re talking to.

This Ad Age article by Ruth Berstein, highlighted key things to consider when beginning the dreaded PITCH…

ASK WHO and WHY
Dont be afraid to dig deeper and ask serious questions. Who else is being asked to pitch? What does the client find relevant about each agency’s work? Why did they choose you? These answers will give surprising insights about the potential client and most importantly, it will  help weed out the prospects not worth your time.

UNDERSTAND INTERNAL DYNAMICS
How is the client team defined and where do you fit into the picture? If business strategy is questionable, the client may have internal conflicts which you would rather steer clear of.

REMEMBER FIRST IMPRESSIONS ARE LASTING ONES
A good level of comfort on both agency and client sides is key. Without the ability to communicate openly, there’s bound to be misunderstanding and unhappiness.

 

Making a new client pitch can be a daunting task, but with the right approach and solid marketing strategy you can make most any client yours.

Agency-Client Relationships: Fit Together and Stay Together

What is the last piece of the puzzle?

In an Advertising Age article, How to Be a Better Agency Client, various marketing professionals discussed what being a good client means to them, the qualities each client should possess, and the areas needing improvement in order to form a stronger connection between the two.  The relationship between an agency and its client is essential to upholding successful business in the world today.  It’s the qualities of each, that will complete the last piece in forming strong relations.

Prominent marketers commented on a wide range of improvements ranging from saying a simple ‘thank you’ after a well completed project to involving an agency in more aspects than clients’ advertising.

“We are going to say ‘thank you’ more often. Our work stands out in a highly competitive and marketing-sensitive category. It drives our business. We appreciate that and need to continue to reaffirm that”, explained the Chief Marketing Officer of Subway Franchisee Advertising Fund Trust, Tony Pace.

If agencies feel appreciated, they in turn will show it in the effort and work completed for such clients. Our mothers always taught us that a simple ‘thank you’ can take you a long way.  This held true in the cafeteria with the lunch ladies and will get you far in the business world too.

Concerning the involvement of one another, Martine Reardon, the Exec VP-Marketing and Advertising for Macy’s gave her resolution for the upcoming year as, “I resolve to be more thoughtful in how we communicate with and educate everyone at the start of an (marketing) effort so that we achieve the strongest and most strategic result.”

“One of the commitments I’d make to the agency is that we are open to being pushed, and I’m encouraging the team to be more open to ideas and opportunities to expand our marketing approach”, said Clark Wood, the Chief Marketing Officer for Autotrader.com.

John Costello, Chief Global Marketing-Innovation Officer for Dunkin’ Brands, brought together the majority of the marketers’ ideas when he stated, “The best way to be a better client is to be a better partner, with clear objectives, open communication, quick, thoughtful decisions and mutual respect, where you both listen to each other’s point of view.”

A few of the other good qualities included:

• Treat my agency as a business partner.
• Communicate, Communicate, Communicate!
• Hire the best and trust them when it comes to risks.
• Spend time with my agency-in person!
• Take the blame for bad direction.

All in all, the agency and client who work well with together will stay together.  No matter what field a client may be a part of, the relationship, goals, and end results are all similar.  However, what makes that piece of the puzzle fit correctly is the understanding and commitment of both parties.

YMCA Dream House open to public Friday

Experience the excitement as the 2011 Lake County YMCA Dream House, located in Concord Township’s Nature Preserve South at 8072 Rainbow Drive, makes its public debut Friday, June 24 at Noon.

Cambi, Cambria’s quartz-loving Welsh dragon mascot, will be in attendance to greet all guests as they enter the magnificent 2,700-square-foot house. Cambi will also pose for pictures and distribute silly bands, trading cards and other fun handouts to all kids who join the celebration from 11:30 AM to 2:30 PM.

The 2011 Dream House Co-coordinators, Karen Krauss of Karen Krauss Designs and Kate Weaver of Faux What, will join the Dream House’s other designers and representatives of Cambria, producer of natural quartz surfaces, and Mentor Lumber and Supply Companies to highlight the house’s key features.

These features include three suites, one on the first and one on the second floor (each with a bedroom, full bath and walk-in closet) and one in the finished 1,000-square-foot walk-out lower level with a full bath, retreat room and family room.

Krauss, Weaver and other designers will be able to tell guests how they worked together with the Lake County YMCA to create a flexible and practical design intended to accommodate today’s family as it evolves to fit changing needs.

“The 2011 Dream House is unique to today’s family because today’s family includes adult children, younger children and grandparents under one roof,” said Lake County YMCA’s special events director Peggy Swanger. “The construction and design of this year’s Dream House reflect that with comfortable multi-functional areas for family gatherings as well as independent spaces like the house’s three suites.”

The 2011 Lake County YMCA Dream House has 14 designers in all. They are Carol Demore, Halle Chiappone, Deb Stern, Kathy Snowbrick, Karen Hayes, Carolyn Rigo, Karen Szmania, Karen Krauss, Kate Weaver, Jane Andreyko, Diana Hudson Kresnye, Crystal Brown, Molly Malone Hill and Debra Metcalf.

Cambria is the only company in the United States that produces natural quartz surfaces. Cambria representatives will highlight the company’s “Waterstone Collection” to Dream House visitors. Inspired by the natural movement of water over stone, Cambria’s “Waterstone Collection” is highlighted throughout the 2011 Dream House.

The Lake County YMCA 2011 Dream House public debut tours will conclude promptly at 8 PM. Guests unable to attend June 24 may tour the house from Noon to 8 PM through Sunday, August 14.

Tour tickets can be purchased for $12 each or 3 for $30 at all Lake County YMCA branches, at the 2011 Dream House during tour hours, by phone at 440-354-5656 or online at www.winthedreamhouse.com/buy-tickets.

Anyone who purchases a tour ticket will be entered into a semi-final drawing to win the Lake County YMCA 2011 Dream House and furnishings or a $200,000 cash prize. Twenty lucky semi-finalists will then participate in the dramatic final drawing at the Dream House August 21 at 2 PM. Each of the semi-finalists will choose a key, one of which unlocks the front door of the Dream House. The semi-finalist with the key that unlocks the front door wins.

For more information on the Lake County YMCA 2011 Dream House, visit http://www.ymcadreamhouse.org, or visit the Lake County YMCA website at www.lakecountyymca.org.

Running to change lives

Twenty-three years ago, entrepreneur and Lake County YMCA West End Board Member Kevin Tenkku’s body encouraged him to put on a pair of jogging shoes.

“My metabolism was slowing down,” Tenkku said. “I started running because I wanted a good outlet for myself mentally and, especially, physically. Running made me feel good.”

But what began as a simple way to maintain a good physical shape transformed into a lifelong passion for running—a passion he is now utilizing to tackle the Burning River 100-Mile Endurance Run to benefit the Lake County YMCA through its Annual Giving Campaign which provides membership assistance to children and families that otherwise would not be able to afford to participate in programs at the YMCA.

Like most runners, Tenkku started slow. “It takes a long time for your body to get used to running,” he said. “I tell [new runners] not to do too much too fast. It all comes in time.”

Tenkku began running races after a year of dedicated training. Tenkku estimated he’s competed in more than 50 races in the 23 years he’s been running. Those races include everything from 5K runs to half-marathons to ultra marathons.

“But this is my first 100-mile race,” he said.

It’ll be a grueling one, too.  The Burning River 100-Mile Endurance Run begins at Squire’s Castle in the North Chagrin Reservation of Cleveland Metroparks, zigzags southwest through Northeast Ohio trails and roads and ends at Falls River Square in Cuyahoga Falls. Participating runners must report at the starting point before 4:45 a.m., and they cannot “drop out” of the race at any point until reaching an aid station.

“After 54 miles or so, you can join a couple people who will pace you,” Tenkku said. “They’ll make sure I move at a certain pace and that I eat because I’ll be burning 500 plus calories an hour. It’s easy to get kind of goofy when you’re losing those nutrients.”

Tenkku is training for the July 31-August 1 race by running anywhere from 40-60 miles a week at all times of day. He said he’ll eventually work his way to 100 miles a week.

“I’m also lifting weights and completing other core exercises at the YMCA,” he said. “This kind of training will strengthen my overall body for the race.”

Not only is the Burning River Tenkku’s first 100-mile race, it’s also the first he’s run to raise funds for the YMCA.

“I selfishly ran before,” Tenkku joked.

Tenkku said a speech by YMCA Board Member Aaron Campbell inspired him to dedicate his running of the Burning River 100-mile Endurance Run to raising funds for the Lake County YMCA’s Annual Giving Campaign.

“Aaron Campbell asked board members to be active in serving and not just add the title to our resumes,” Tenkku said. “Driving home, that statement stuck with me and, from there, this idea of using my passion to raise money for the Y was born.”

“I know and trust the life-changing quality programs the YMCA continues to provide year after year,” Tenkku added. “I know they’ll use the money [I raise] for kids to attend programs at the Y, specifically kids whose parents can’t afford such programs.”

“We’re grateful for board members like Kevin,” said Dick Bennett, Executive Director and CEO of the Lake County YMCA. “He’ll affect the lives of countless kids in the area by running this race.”

“This race is more special because it’s for something I believe in,” Tenkku added.

Visit www.runningtochangelives.com to follow Tenkku’s progress during the Burning River 100-Mile Endurance run and aid him in his efforts to raise money for the West End YMCA’s annual Giving Campaign by clicking “Donate Today.”