Orbell Communications

Communicating Your Message

Posts Tagged ‘Publicity’

Facebook Fan Pages

Posted by jorbell on October 7, 2010

A couple of weeks ago I created a Facebook fan page for HotLINX magazine, a publication I design and edit for the London Internet Exchange. While part of reason for doing this was vanity I also recognised that there was potentially a lot to be gained by adding this facility to LINX social networking activity.

Now, HotLINX is quite a specialised magazine which is aimed primarily at its ISP members peering Internet traffic at the LINX exchange but it does also try to reflect some of the broader Internet industry issues such as government regulation. As a quarterly publication it is inevitable that not every article feature up to the minute news so I wanted to introduce a way of publishing related material that kept the HotLINX name in the consciousness of its stakeholders.

Facebook has two networking types: The Facebook group and the Facebook fan page. As I’ve already stated I went for the fan page which I felt better suited my needs though that will not necessarily apply to you. Rather than go into the differences in-depth I’d like to refer you to the Search Engine Journal site which actually carried out some detailed research into the two services. You can read about the findings on their Facebook Group vs Facebook Fan Page: What’s Better? page.

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Posted in communications, Internet, Marketing, Online, Online services, Publicity, Research, social networking | Tagged: , , , , , , , , , , | 1 Comment »

Q: How can I successfully promote my brand?

Posted by jorbell on September 8, 2010

An often asked question asked by small businesses owners starting out is that of how best to promote their brand. This is very important because you can have the best product or service offering in the World but if no-one knows about it or what it stands for, no-one is going to buy it. Your brand is more than just about what you are selling because it is the personality of the company. Is it exclusive and aspirational or more about simple good value?

Marc Barber, editor of www.SmallBusiness.co.uk, looks at the different brand promotion options below…

Q: How can I successfully promote my brand?

The first thing to do is decide what you want to say about yourself, your product and your business. If you do not know, how can your customers? But knowing the message is not the end of the story. You have to decide who to send it to and how you are going to do it. If your message is not received loud and clear, your customers will not understand why they should buy from you or what it is they are getting. If they do not know the reason for buying, there will be no sales; if they have the wrong reason for buying, there will be dissatisfaction.

If you do not manage to communicate effectively the benefits of your product or service, your business will fail. The message, and getting it across, is crucial. Broadly, marketing is all about getting your message across. But marketing can be an expensive habit if it is undirected, too ethereal and without a clear purpose. Small businesses need to market, but more and more the marketing should be focused on generating direct responses, on building communications with your target group of customers rather than broad-brush image generation.

For more areas to look at when promoting your brand, read the full article.

Posted in branding, Business, communications, Marketing, Publicity, social networking | Tagged: , , , , , , , , | Leave a Comment »

An Identical story with two different writers – “How odd”

Posted by jorbell on March 3, 2010

Last week I wrote and issued a press release on behalf of the London Internet Exchange (LINX). The story was about how one particular LINX member, Bhutan Telecom, had achieved such success since joining the exchange in 2008 that it had to significantly upgrade its network capacity.

The reason I mention this is not because of the topic itself but more on how it was reported in the trade press. Many news sites publish news stories word-for-word from the original press releases and it seems noticeable that a journalistic spin is becoming a little harder to find these days. Personally I’d rather see comment and debate on an announcement we’ve made even if it leaves you open to misinterpretation.

Whenever I see one of our press releases presented with a new title I expect to the content to be different too. It doesn’t always apply but more often than not it does. When it isn’t it’s disappointing but I can live with it. What disappoints me more is if an article has a byline with a journalists name when it is not their own work.

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Posted in Business, communications, Internet, Marketing, Online, public relations, Publicity, Writing | Tagged: , , , , , , , | 1 Comment »

An Inconvenient PR Truth – the fight against PR spam

Posted by jorbell on February 5, 2010

When preparing press releases it is important to consider very carefully your target market and whether you are reaching them via the right channels. It is easy to think that swamping the industry news sites with your release will yield results but this is nothing more than a hit and hope strategy and it’s technically a form of spamming. It’s like throwing mud and hoping that at least some of it sticks.

I have to admit this is something that is can be difficult to get right. However, as so many organisations issue their press releases in this way it becomes a deluge with the net result that editors are less inclined to give your message a chance. A sure way to annoy them is to waste their time by providing irrelevant information.

Only this week a new campaign has been launched against this kind of PR spam by agency Realwire. A website, An Inconvenient PR Truth, has been set up to highlight the problem and has received strong support within the industry.

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Posted in Advice from the Web, Business, communications, Internet, Marketing, News, Online, public relations | Tagged: , , , , , , , , | 1 Comment »

Don’t just read the news, plunder it!

Posted by jorbell on February 1, 2010

There has never been a time in history in which news is more readily available. Forgetting traditional newspapers and magazines for moment we have television, radio, Internet and simple word of mouth but this barely scratches the surface as to what is available.

In the online world there are dedicated news websites, specialist industry forums, comment through blogs and the growing impact of social networking which makes certain news stories almost inescapable. It can be overwhelming if we take this information at face value but how we digest the detail could yield a host of different business opportunities.

What I encourage readers to do is once you’ve understood the message of a story is to go back and look for those opportunities. Would the writer be a useful contact or is there a person or organisation in the article itself be worth speaking to?

No? Look a bit deeper. Does it mention an event you could attend or a shortage in equipment or skills that could be solved by your involvement?

Maybe not. What else is happening then? Is a company implementing a campaign that you could adapt for your own purposes? Is there an emerging market you haven’t considered before?

It doesn’t have to be specific to your market but could be a simple story in your local free paper. Make a point of trying to find the opportunity in every article on a single page even if most are unworkable. What it does is make the brain think a bit differently to the norm and as a result the big chance may just come your way.

Posted in Blogging, branding, Business, communications, Internet, Marketing, News, newsletters, Publicity, social networking, Writing | Tagged: , , , , , , , , , , , , , | 2 Comments »

Some basic Tips for those new to Twitter

Posted by jorbell on January 20, 2010

More and more people are using Twitter in a business context these days to help promote products and services. No longer is it just being considered as a banal method of telling friends and family what you had for dinner but a genuine bona fide communication tool.

Personally I have three Twitter accounts. One is for my employer for general announcements and information with a second personal work account too for more general industry chat. The third one is my own which is mostly used for my own purposes such as promoting blog posts from this site. It will be through this account I shall explain a few of the techniques you can use if you are new to Twitter.

I felt I should make ‘the new to Twitter’ clear as this is not meant to be for the regular users who have figured out how to use the thing. This is for those who may have set up an account and seen absolutely no benefit thus far. There are several reasons why this may be the case and I will come to those shortly.

So let’s take a look at my Twitter page: http://twitter.com/jeremyorbell

At the time of writing I have over 1000 followers and I am following a good deal more than that. For my own purposes I could argue that my list people I follow has become too long but that is a discussion for another time. Where I benefit is having a significant number of followers who I can update on a range of topics whether directly related to my work or my marketing and communications blog.

Twitter is unfortunately not immune to the world of spam and I often see new followers who are there for completely spurious reasons. Without wanting to get too negative at the start I will cover why it’s important to keep a check on your followers in a later blog post and concentrate on how you develop your page in the short term.

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Posted in Business, communications, Internet, Marketing, Online, Online services, social networking | Tagged: , , , , , , , , , , | 5 Comments »

Frankie Say…Marketing! (Part 2)

Posted by jorbell on December 22, 2009

It’s just been revealed that the CD single of the recently remixed single Relax by Frankie goes to Hollywood has been cancelled. This follows the complete withdrawal of a planned release of The Power of Love for the Christmas market.

These two tracks were being used to promote a retrospective collection for the band called Frankie Say Greatest which was launched last month. While the album made the Top 30 in the UK, download sales of Relax were so poor it did not even make the Top 100.

A few weeks ago I added my first Frankie Say…Marketing! blog post on the methods being used to promote this set and made a few predictions on how well it would do. It turned out I was way off the mark.

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Posted in Marketing, Personal Blog, Publicity | Tagged: , , , , , , , , , , , , | Leave a Comment »

Businesses that blog get 55% more visitors

Posted by jorbell on November 2, 2009

From FurlongPR

Based on a survey in August of 1500 businesses by Hubspot, those that blogged had 55% more visitors, 97% more inbound links and 434% more indexed pages.

Most businesses accept, even if they don’t anticipate these sort of figures, that a blog will revolutionise their static corporate website, but trying to get momentum for that internally can be a trying business. Who’s going to write it, what will it look like, who’s going to build it.

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Posted in Blogging, branding, Business, Marketing, Publicity, Research, social networking | Tagged: , , , , , , , , , , , , | 1 Comment »

Frankie say…Marketing!

Posted by jorbell on October 12, 2009

The 1980s pop group, Frankie goes to Hollywood, are back in the public eye with a remix of their classic track, Relax, and a new Best of collection called Frankie Say Greatest.

The marketing for this has been interesting. It has come on the back of the Virgin TV advert and commemorates the 25th anniversary of the bands debut album, Welcome to the Pleasuredome. Singer Holly Johnson’s solo albums are now all available to download online for the first time with physical CD reissues planned for next month I understand.

A few weeks ago there was a teaser campaign with Frankie Say Coming posters across London and last month the Frankie Say T-Shirt was the focus of 25 years of British fashion design. Not only that, CD promos of 11 remixes of Relax have been circulating and unsurprisingly these tracks can now be found on the net. This was always likely but is it all a ploy by generate interest? If that was the case it has certainly worked.

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