Interview: Marketing and PR Expert Don Simkovich

When I first started writing this blog last year I connected with a fellow new business blogger, Don Simkovich. We lost contact with each other until I saw his blog recently on Technorati . So I contacted him to see if he would allow me to interview him in his areas of expertise, marketing and Public Relations. He was nice enough to say yes and below you will find the interview with some great information on how to grow your business:

Don, tell us about yourself, who are you and what experiences have you had that have led up to where you are at today?

I’ve come to believe that marketing is a “blue collar” profession. Sure, you plan. But over the years I’ve discovered a lot of activities succeed with sweat behind them.

I have a wide-ranging communication background from marketing small to medium-size businesses to building programs for non-profit organizations.

I’ve written across media including radio, newsletters, video and web.

My master’s degree in communication management gave me a framework for understanding how to promote to stakeholders within an organization as well as to target customers.

I also believe the first place to start is helping an organization understand its goals. When I created media for different entities nothing was more frustrating than thinking the business direction and process may change. Getting this clear is a foundation for following up with all forms of communication.

You have a blog; do you think they are necessity for a business to have?

A blog is helpful if it offers valuable information for the target customer or target audiences. A web site itself can have interactive components so a blog can be an effective add-on. A blog can be an extension of the business’ expertise and personality.

Do you have any tips for creating a successful business blog?

The same principles apply for all blogs: easy-to-follow design, compelling headlines and valuable content. A business needs to build “community” which may include giving a voice to select vendors, employee departments and customers.

If you start a blog, make a commitment to carry it out for a period of time like at least 9 months to 12 months. You can then compile select posts and create a report that can be downloaded from your corporate website.

What other forms of new media do you suggest a business utilize to promote their business?

Try print. Seriously, there are times when I want to get someone’s attention so I’ll snail-mail a letter to them or fax instead of use email.

I would start with asking: what does the business want to achieve? What is the problem it’s trying to solve or a need to address (that’s the heart of marketing)? Mini-web sites for product launches with interactive forums are one answer. Limited use of Flash to present a topic and package it on a usb drive is another angle. There are so many variations of media available. But before money is spent you have to ask yourself “what are you trying to achieve and who are you trying to reach? How will they best understand and respond to your message?” The answer is there’s more than one way. That’s why it’s important to pay attention to your “marketing mix.”

It seems like Public Relations is still the most misunderstood business communication discipline. Can you give a simple definition of what PR is and some baby steps for businesses to take to get started?

Public Relations can extend to your employees and vendors as well as your customers and the media. Small businesses can easily start their PR by responding to relevant news articles with letters to the editor. Participate in online forums that are of interest to your industry.

If a topic arises such as the price of gas, do you have the facts behind the issue that aren’t being reported by the media? If so, use print and online to get your message out. Sponsor a community event.

Marketing, and subsets like PR, is about testing and measuring results before finding what works. Try something consistently for a period of time as part of an overall strategy.

What projects are on the horizon for you? How can the readers of this blog get involved?

Right now, I’m conducting a direct mail and telemarketing campaign for a growing company that provides managed computer services to the insurance industry. I’ll be giving them an overall marketing strategy, too.

I’ll be meeting with a professional to see if I can help her package her expertise and boost her client base with a cost-effective marketing strategy.

I’d like to launch a regional marketing web site and blog filled with resources and real-life experiences. But I don’t want to do it by myself so if anyone wants to contribute it could be a great joint effort.

I think more companies can engage in partnerships and cross-promotional efforts. This is another form of PR.

If a business owner would like to contact you how would they get a hold of you?

My cell phone is 818-667-1789.

The office line to ask for me via the PR Store in Pasadena is 626-793-1411.

Email: simkovich@sbcglobal.net

Don’s Blog: Cash Flow Today

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