0816_TOEFL-Test-and-Score-Manual-1997

Marketing Strategies ● 169
Product placement firms can also present your products to producers
of films and television shows. It’s expensive, but if you want to reach a mass
audience, consider it.
GREAT
Publish a Newsletter or Blog
In this age of instant access to information, it’s comforting
to know that there is still a demand for
IDEA
newsletters, especially industry-specific e-newsletters. Your challenge is
finding people willing to pay for exclusive or insider information. Unless
you are truly an expert, you may find it tough to attract subscribers or
advertisers.
Every morning, I look forward to reading the Morning Stretch, a lively,
one-page, free e-newsletter featuring tips, recipes, and inspirational messages
from Denise Austin, my fitness guru. I love Denise Austin. I work
out with her DVDs at home almost every day. Her newsletter is free, but
I’ve purchased products featured in the ads.
If your business lends itself to an e-mail newsletter, go for it. My friend
Diane DiResta has a great newsletter with links to video clips (subscribe
at www.diresta.com). By the time you read this, we’ll have a 201greatideas
.com newsletter available by subscription on the web site.
Start with one or two editions and track the response. If more people
opt out than opt in, you need to fine-tune your content.
Tips for e-newsletters:
• Concentrate on a topic you know really well.
• Develop content of interest to customers or clients.
• Subscribe to competitor’s newsletters to see what they are saying.
• Ask industry leaders to contribute articles and then ask them to send
out the newsletter to all their contacts.
• If the newsletter is a success, issue special reports or white papers or
consider writing a book.