Located in the heart of the Inland Empire business district in Rancho Cucamonga.

Summer 2008 - In This Issue

Publicity Planning
Web Presence Means Business
Smart Marketing
Brand Diluting
Our Latest Project
Book Recommendations

Publicity Planning - Simple Ideas for Creating an Effective Publicity Plan

We love what a solid and creative PR campaign can do for our clients. When developing a publicity and media plan, it's important to determine and outline your main objective in launching such a campaign. You should have a clear understanding of what you're trying to accomplish.

You'll need to define your goals, and that they are specific, measurable, results-oriented and timely in the market. These goals should be in keeping with your business mission statement, marketing and sales objectives.

Determine who your target audience is for your campaign and what the key message is you want them to retain and act upon. Once you have that finished, draft a detailed schedule for your public relation campaign and time it with other marketing and advertising efforts to maximize exposure. Make sure to utilize several key vehicles to get your message out, such as our favorites: Article pitches, Press Releases, Letters to the Editor, Press Conferences, Interview Requests, Media Tours, Radio, Television, or Press Interviews, Invitation to Seminars or Speaking Engagements and Sponsorship opportunities.

Simple, yet effective PR strategies can help you:

• Build and generate compassion among your customer, vendor, or your community through outreach, pro-bono projects and sponsorships.
• Reinvent or reinforce your brand and professional corporate image.
• Enhance professional perceptions regarding your company and the services it offers.
• Increase sales, leads and general knowledge of your business.
• Help introduce a new service or product to your target market.
• As with all good efforts, track the results of your PR Campaign and review the results after it is complete. Be prepared to modify the plan if the defined goal and objectives were not successful. Keep an open mind and keep an eye on industry trends.

Is Your Image Worth a Thousand Words?

Your image campaign needs the right mix of powerful, captivating words that create a desire and need to buy or have your product or services, and an awestruck, memorable image to match! Take a moment to review your last campaign elements, are you missing something?
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Being found on the web means business

Did you know most businesses don't have their website optimized? This means potential clients may not find you by using common search words for your industry. You've been there, clicking around looking for a carpet cleaner in Ontario or a bakery in Upland – sometimes unless you know a specific name, you cannot get what you are seeking. We get it!

Get your website noticed!

With our partners, Think Tank Designs, you can ensure that your web site is easily found and navigated by your visitors.

Our Advertising Agency offers:

• Setup and creation of Google Analytics Account
• Tagging your web pages with analytics tracking
• Favicon and XML site map creation & customization
• Set-up Google Webmaster Tools for account overview
• Submit site to Google and other major search engines
• Monitor analytics and suggest changes
• A/B testing to optimize your site's ability to capture and convert traffic
• Keyword Research
• Correct error log issues
• Create traffic filters & block IP addresses as needed
• Access to your Analytics via an emailed link
• Submission to Online Directories found during keyword research
• Create Banner Ads for directory submissions
• Setup and maintain Google Adwords Pay per click advertising

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Smart Marketing

Pop music icon Sheryl Crow has joined forces with Whole Foods Market to design a better bag for the environment.

Just in time for the holidays a reusable shopping bag will be available with an exclusive design created in support of the Natural Resources Defense Council's Simple Steps program. The goal is to "encourage shoppers to embrace simple steps in their everyday lives to reduce consumption and consider the environment." And filling up the shopping bag at Whole Foods will hopefully follow.

The limited edition bag is made from 80 percent post-consumer recycled plastic bottles and will be available Oct. 15th. Each bag represents approximately four 20-ounce plastic bottles. The Company is offering two sizes which retail for an unbeatable 99 cents... Which makes the bag a limited edition designer "gift bag" that is both trendy and affordably cool for the earthwise on your list. This is a winning combination using star power, green power and exclusive design all at a thrifty price.
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Brand Diluting

During the annual posh event of Fashion Week in New York, an issue of brand diluting came up. The usual sponsors were there with products being used such as MAC and Tresemme. But this year the event coordinators let more unconventional sponsors in. Sponsors like Kraft Foods and Proctor & Gamble were present with products not truly representing posh or high fashion.

Tide detergent and OralB toothbrushes were alongside Kraft's Lu Biscuits. The overall feel of the event is usually exclusive with appropriate brands that have a synergy with fashion and high style. This year some were surprised to see the odd assortment of sponsors, and it is reported that the coordinators are reviewing the event to see if the "Fashion Week" brand was diluted with their approach.

Fashion Week is a very exclusive brand that perhaps requires sponsors earning their way in for ad space. Of course if we aren't Fashion Week, we might not have the luxury to choose our sponsors accordingly.
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Our Latest Project...

Non-profit organization, The Unforgettables Foundation has announced they have selected Perry Design & Advertising ito help brand and design materials to promote their 3rd annual benefit gala this November.

The 2008 fundraiser is a gala titled Diamonds and Dice, to be held at the Historic Mitten Building in Redlands on November 1st. The mission of The Unforgettables Foundation is to assist low-income families in providing a dignified, appropriate burial for their children who have died. The Diamonds and Dice gala will also benefit the Redlands Family Service Association, by asking guests to bring an unwrapped toy for the holidays.

Perry Design & Advertising is working pro-bono with the non-profit foundation on conceptual and development of various marketing collateral, as well as an advertising campaign.

Janine Perry said, "We strive to give back to our community through non-profits, because advertising is one area where non-profit budgets seem to run short." Please visit TheUnforgettables.com.
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Book Recommendations

Debt Cures 'They' Don't Want You to Know About
by Kevin Trudeau

Hot, Flat, and Crowded: Why We Need a Green Revolution--and How It Can Renew America
by Thomas L. Friedman

Go Put Your Strengths to Work: Six Powerful Steps to Achieve Outstanding Performance
by Marcus Buckingham
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Share With Us

If you've read a great book, email the book title and author to us at: info@perryadvertising.com

For more information, please call 909-945-9500 or visit www.perryadvertising.com

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