David Daniels, Reputation Management Weblog

Posted by David Daniels
Author: Ihab Kharma
The good thing about a traditional retail store is the personalized service it is capable of providing the consumer with. Doubts, negotiations, problems, and queries can all be solved on the spot in most cases. Even if it does take time, there is a brand you can put a face to and trust. An online retailer faces no such advantage. Sure, there is a retailer, but his is a faceless brand, especially if it is an emerging or small business. His services are availed of only if his sales pitch is appropriately put forward or his credibility vouched for. This is where e-marketing comes into the picture. The brand, the concept, the idea and the service, are all neatly bundled up into specially formulated public relation strategies which are then presented to the consumer. The consumer is drawn towards the retailer using a variety of online marketing techniques. For instance, e-marketers can create a corporate or business blog for the retailer which acts like an interactive platform. The retailer can use the services of the marketer or can himself contribute to the blogs with the latest news on his industry, product updates, customer support, etc. The consumer can observe for himself the manner in which the retailer showcases his wares and decide if his services can be depended upon. Another effective PR tool applied for generating visibility is social media marketing. Creating a space on a social networking site like Facebook or Bebo can boost a retailer’s visibility tremendously. There are 200 social networking sites estimated to exist on the Internet and with the immense number of people as their members they are the right grounds to influence existing and new clients in an informal environment. Clear Media Online is constantly updating itself on the latest break-troughs in the virtual as well as real world. Our PR techniques are innovative and our e-marketing methods highly successful. Whether you have an offline business or an online domain or both, our public relation concepts assure your goods and services maximized visibility.

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Posted by David Daniels
Author: Thotsaporn Khumwaree
The second thing we did to make it easy for our salesmen to sell new safety products was to help them get in the door in the first place with strong advertising and public relations support. In industry, Cadillac has a well respected name for plastics. We wanted to capitalize on this goodwill as well as let the world know we had the finest line of safety products available anywhere.

We chose to advertise in both horizontal and vertical markets, repeating our message over and over again, “Cadillac Plastic is THE SOURCE for safety products to meet OSHA requirements.”

For some industries, such as construction, we grouped certain products together to make a kind of mini-safety products package. Our salesmen really liked this because it made it easy for them to organize the call. And dollar sales figures proved we were right.

Through our public relations department, we offered our catalog free of charge to all interested (and potential) customers. And our publicists worked overtime to keep editorial interest in Cadillac’s new line high. We furnished articles and pictures and as much helpful information as we had available to trade magazine editors who were also struggling to understand OSHA. This paid off in the form of a thick stack of press clippings from many of the most highly respected and widely read industrial publications.

Finally, all inquiries Chat resulted from advertising or PR were carefully sorted and distributed to our sales force. This served as a steady source of already knowledgeable potential buyers as well as a stimulant to the salesmen who felt pride in the recognition given to the company they represented.

We had come a long way in our launching of the OSHA-Spec line. Our people had learned about the products, and orders were starting to flow in. But we still had one problem to solve. How could we keep our sales people motivated to sell the line?

Keeping salesmen motivated

Again, our answer was to make it easy. We kept up a high level of enthusiasm among our people through recognition of outstanding efforts.

The backbone of our recognition program was an internal bulletin we named the Ollie-Gram. This was a “personal” message from Oilie Osha written in a light, breezy style. In our Ollie-Grams we publicized exceptional orders and passed along selling hints. If a particular branch or district was doing well, we spotlighted it in an issue.

To further generate enthusiasm, we created a new status of salesman called a Safety specialist. People who demonstrated a special flair for safety products were given additional training. In turn, they assisted other sales personnel in making difficult calls, selling more complex equipment, and closing large orders.

Finally, we formed a special club to reward exceptional efforts. We held a contest using criteria that were fair to all people in all parts of the country. Winners were announced monthly and were awarded membership in our exclusive Safety-First Club. We gave each winner a gold tie with a special Safety-First insignia, which became quite a status symbol. Standards were kept high to keep the group exclusive.
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