Drive out the Old

Let’s look at an example of Old media v New media publicity

Say you are a car dealer and you rely on constant customers coming through your doors to keep the business thriving – what is the best, most cost effective method for you to employ?

In the olden days – possibly less than five years ago although some others in your field will still be doing this – you would take out a page of newspaper advertising, possibly more, put pictures of the cars in it – color if you are lucky, along with some meager details about them and keep your fingers crossed. Paid-for newspapers advertising is the most declining media outlet of all and freesheets that specialize in this are suffering most of all. The ones that still attract an audience are probably not the audience you are looking for, as you have specific, expensive products.

Now you have a plethora of tools at your disposal. As well as advertising using new media such as setting up a sponsored ad-words campaign or paying to have your website placed near the top of various search engines.

Customers tend to be smarter and better informed than ever these days so your tactics have to be attuned to this savvier audience.

A Facebook/Myspace page and twitter account would seem to be a must but hang on a second – what are you going to put on them?   Several car dealers have accounts and do nothing with them except list customers who have bought cars and put up pictures of cars they are hoping to sell. They are using the new media tool as an old media one – with predictable results.   

A wise dealer who is paying for expert advice and guidance from an expert hired from allpublicisits.com will be listening to this advice very carefully. The first piece they will receive will be along the lines of content is king. What this means is that content has to be placed on the site and it has to be new, original and fresh. Not just pictures of cars but interactive video, an interview with a technician who has worked on the car and can tell the viewer what a good car it is and why, highlighting its individual features; maybe footage of the car out on the road to give a feel of what driving it would be like.   A blog from a technician with handy hints for mechanically challenged customers on how to avoid some of the easiest mistakes that car owners make – how to avoid flat tires, run-down batteries, low oil etc.  A manager’s blog where you can put your own thoughts on the car industry – how Toyota could have avoided it’s current PR meltdown, how serious the complaints with their cars are, what buyers should look for in Toyota’s when their cars are proven safe to use again etc.

Each tool is simple and small in and of itself but added together as a robust new approach to directly interacting with potential customers, it repositions your business within their minds as one that “gets” it’s customers needs and one that can interact with them directly on their own terms.  This is the first thing a modern customer will look for and you have achieved it with a minimum of fuss, effort and expenditure.

Allpublicists.com is the home of the qualified, expert freelance publicist and PR expert just itching to work for you.  Use the online tools to place your ad specifying the needs and budget for your particular project, what you are hoping to achieve etc; then sit back and let the experts come to you.  Interview as many as you like and choose one you are comfortable with in approach and qualifications. Once the job is completed to your satisfaction, you will pay them.  Simple as that.

New Media is not a complex or difficult art but it is an art and whilst amateurs have some middling success, the real gains and success lie with the genuine artists.

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