SWAG: Make it Memorable

I've been wanting to post this blog since my last issue release party in January. We had a big event at the venue featured on the cover and gave swag bags to all the attendees. Each of my Occasions Magazine advertisers had the opportunity to put marketing materials in the swag bags and I was most impressed by Atlantic Limousine & Transportation. They gave pens with their logo. Sounds boring huh? They weren't. Instead, they took the traditional pen and made it memorable by placing it a box and including in the box a message that made it make sense.

The pen lite up so the message, along with the company's business card said...
"Are you like me? I wake up in the middle of the night thinking about tasks that I have to do. With this lighted pen, you make make your notes bedside, git if off your mind and get back to sleep. Simply click the top for a light and twist the end to access the pen."

Genius. No longer are they the stranger company giving you stuff to fill your drunk drawer. Atlantic Limo made it personal, made it make sense and made it memorable.


If you are going to spend the money on swag bag items, make them memorable or don't do it at all. Your postcard will end up in the trash, but if you engage the recipient your chances of turning that swag into an inquiry will increase. I promise.

You can ALWAYS get something cheaper

I feel like this is the story of my life. The topic of every conversation and quite honestly, I wish more people would just "get it" and stop trying to work the system. But alas, I shall bring it to light once again because the ever-so-talented, Sasha Souza, hit the nail on the head yesterday with a poignant blog titled "Let Me Clarify - You Can Always Get it Cheaper" and I just have to reaffirm her statement.

You can, in fact, always find something cheaper in life. Regardless of what you are looking for, it will inevitably be cheaper somewhere else. But, you simply will not get the same product (in most cases).

When it comes to advertising you cannot compare marketing dollar to dollar. If you do you will always go with the cheaper route and in return your yield will be as low as the price you went with. Advertising avenues that delivers higher impressions than their low-cost competitors are going to cost you more. Period. It's because of the hard and simple fact - they deliver more opportunities to reach your client. Buying cheap advertising does not mean that you are getting the same coverage for less price, it means you are getting less coverage for less price. If you are okay with that, than I am too.

Don't think you are getting the same coverage and have hit the jackpot of all deals... you're mistaken. It's like bridal shows..... ever been to one that only costs you $250 but then only attracts 50 brides? That's technically $5 a bride. But, if you spent the extra $500 for a legitimate show and that delivered 500 brides, you'd be decreasing your cost per bride to $1.50. The cost ratio decreases and your chances to book more brides increases. It makes sense. It's the same for Print Media, Online, Radio and Television. You get what you pay for.

Yes, a sale is a sale and even I offer promotional rates from time to time, but outside of that, start making your decisions based on a different type of number. Factors to consider when comparing advertising have nothing to do with price, but stats. Things like: distribution, circulation, web traffic, quality of the product, testimonials from clients, reach, marketing and advertising that media outlet does, etc.

If you want cheap, be prepared for less results. But if you want results, you've got to be willing to pay for them. And that brings me to price bullying. It just ain't cool. Like Sasha references in her post, you can't negotiate a lower price for gas at the local Citco, or bully the poor produce guy for cheaper bananas at Publix, so what makes you think it's okay to do so for other financial transactions. Like this video... this is exactly how you look..



I'm stopping the cycle today. I recently added this statement to my media kit because of price bullying. "We take our business and the commitment to our advertisers very seriously. The exposure, connections and relationships Occasions brings to our clients do come at a cost and commitment. Though competitive with event industry advertising rates, please know that our rates are as is, so please no haggle or hassling."

I work a lot of hours and can guarantee you I put more effort than most other publishers (no offense to them) into making sure my publication is reaching the right audience for my client... and I finally realized that work should come at a reasonable price.

It's time we all start realizing the value of our work and stick to it, while at the same time showing other people the same respect. Life is full circle and what goes around comes around.

Editorial Integrity : Writing for the Reason not the Reward

I've been doing a lot of soul searching about editorial integrity lately. I came from a background in Broadcast Journalism, but I never quite "got it" until I became the person responsible for generating editorial for an entire magazine. Now, I get it.

Before my days of publishing, I handled all the marketing for a spa. Public Relations and any type of editorial coverage was numero uno on the list. It is free afterall. Strike that. I shouldn't say free. Because free means the subject matter in question was originally associated with a price and that's not the case when it comes to articles, tv spots, radio interviews, etc. You can't pay for PR people and you really shouldn't try. It's in bad form.

Public Relations is by definition the practice of managing communication between an organization and its public. Ways you can manage that communication is internally through emails, newsletters, and advertisements or externally through third-parties like the media.

Media coverage gives your business a whole new level of credibility because it's someone outside of your organization, who is NOT being paid, who says "ya know, they have a good thing going" or "we tried these products and love them too!" That's how pr/editorial is meant to work.

Journalist who live by the daily belief in editorial integrity cannot be bought. I once sent a gift certificate to the spa to a writer who we often worked with as a thank you and happy holidays gesture. That writer called to say thank you for the gift card but that she couldn't accept it, so if I didn't mind she was going to donate it to a charity auction. I was floored, but even more SO impressed with her restraint and desire to keep it clean. That's journalism.... writing for the reason not the reward.

PR becomes politics when there is an exchange of cash, goods or services.

I own a magazine and my advertisers make my world go 'round. So being fair and balanced editorially speaking and taking care of the people who make my magazine possible is always a struggle. I don't mind writing about my advertisers, but it's because I know each of them personally and when we do write about them, it's because I truly BELIEVE that they have a good story to tell. But advertising with any media, does not promise you coverage and assuming it's included will leave you disappointed and your reputation a bit tarnished in the eyes of that editor/producer/writer.

So how do you get editorial coverage without bullying an advertising account executive for an article in exchange for an article or harassing an Editor?

You follow @LaraCaseyReps on Twitter. ;-) Lara Casey is Editor-in-Chief of Southern Weddings Magazine and has been posting tips and advice in the last week on "getting published" that are brilliant.

Her advice is simple. It's not about bullying, sending bulk emails, buying ads or offering services in exchange. It's about relationship. Getting to know the media YOU want to be published in. Familiarizing yourself with their style, previous topics covered, sending them article ideas, photography samples, knowing and submitting in the format they prefer, and generally building relationships with the gatekeepers. It does NOT happen over night, but if you put real genuine effort into the relationship, you will get results.

If you're on Twitter follow the hash tag #GetPublished to keep up with Lara's updates. It's extremely valuable advice you can use to get the most out of your public relations efforts in your full circle marketing plan.

Go with the People You Know

I promise you. I will get better at this blogging thing! We're pretty regular in the AO offices with keeping the AtlantaOccasions.com blog up-to-date, but allotting the time to spend on my marketing rants and raves has been somewhat of a challenge! Heather 2.0 is coming along.. but it needs some upgrades for sure. ;-)

Anyways, I've been getting a lot of requests for advice from my advertisers and industry contacts recently regarding my take on new bridal shows or other advertising opportunities springing up out of no where for wedding vendors. So I'll just answer everyone as a group here. I hope that whether you're in Atlanta or in Arkansas, this advice will be helpful for anyone.

I'm in sales and I make A LOT of calls. I can guarantee you that I'm not the only magazines calling wedding vendors about advertising. I bet as a wedding vendor it can seem pretty overwhelming to weed out the good vs. the bad and finally settle on the best marketing avenue for you. After all there is no secret recipe or magic trick to finding more business, but if you're marketing budget is limited, as is most everyone's, that decision is going to be crucial.

My advice :: Go with who you know. People do business with people they know and when you do business with someone you don't know... well you just don't know. I'm not saying to not give people a chance, because I was once new and there are lot of people that gave me a chance. But ... they just didn't know. I worked my little tush off (and still do) to build the reputation of myself and my company and I'm quite dedicated to keeping it up.

When you are shopping options to advertise your business, go with who you know. Whether that's the local magazine who offers monthly networking luncheons (hint, hint... I'm sorry shameless self-promotion there.. it slipped), local bridal show producers, or even other wedding vendors or bloggers. Reaching out and partnering with the medias who are invested in your local wedding community is the first step to building your wedding business and connecting with your client. The Bride.

Buy Local :: Buy Atlanta. My advice is simple. In my opinion, there is no need to participate in a bridal event run by out-of-town companies when right here in your own town are THREE amazing bridal show companies (Elite Events, Bridal Extravaganza of Atlanta and Perfect Wedding Guide) that....

1. Know the market like the back of their hands
2. Have outstanding reputations of bringing all the brides you could ever want to their shows
   
3. Spend thousands of dollars in local advertising dollars to bring you those brides
4. And, are local Atlanta residents themselves.

Go green people! Support your local companies. There's no reason I can think of not to. I've participated in all of their shows (minus PWG, but I know they have an excellent reputation of bringing brides in) and they are swamped with brides. What else could you ask for?

Pay attention to who you know in your local wedding community and seek them out. They are the only people that hold the knowledge you need for your business. Local wedding-specific medias offer something FAR MORE VALUABLE than just an ad or booth that not many others can do. Things like a personal introduction to a venue where you've been trying to get on the preferred vendors list for months, or an opportunity for a speaking engagement in front of your peers, or insider knowledge about a new venue opening, or added opportunities to contribute promotional materials in swag bags at bride targeted events. I could go on!

Buy local, buy Atlanta... but buy from who you know. Sometimes I refer to myself of the Erin Brockovich of my company, because this business is just that personal to me.. just as her clients were that personal to her. Business is personal. I am Atlanta Occasions and Atlanta Occasions is Heather Vreeland. Whether you know me from our luncheons, a meeting, you're a client or we're just facebook friends.... I am without-a-doubt 100% percent invested in the Atlanta Wedding Community and my friends like Linda Surles of Atlanta Bride and Groom Planner, Tommy Vaugh of Elite Events, Donna Jakulski of Bridal Extravaganza of Atlanta, and Lei Lydle of AtlantaBridal.com (to name a few) are as well.

We're not here for a piece of the pie... we are an integral ingredient that make the pie possible. And we're here, doing what we do, for you. Period.

The Story of Me

There's an upcoming event in Atlanta for Wedding Professionals that's all about business plans. Although, the thought of writing one kind of brings one back to college paper writing days, my journey to Atlanta Occasions started as a direct result from my business plan so I have a special place in my heart for them... no matter what stage of your business. The irony is however, I didn't write the business plan for the current business I own...... so here's my story.

In 2006 I moved to Atlanta knowing no one and nothing about this city. I left behind a well established career in the Spa and Salon industry, but I knew that this new city had new experiences for me, so I wasn't looking for a job in the same field. Instead, I got a job at David's Bridal that paid a whopping $7/hr.... a far cry from my previous salary, but a clock-in and clock-out type gig with no responsibilities besides making sure the mirrors were fingerprint-less. Heaven.

While working there I found an opening for a Spa Director position at a Medical Spa near my house and ultimately left the hourly job for a career back in the spa world. While it was tremendously rewarding, it wasn't ME. I'm terribly assertive and a go-getter.. My way or the highway type person and I knew I had the desire to be an entrepreneur, I just didn't know in what fashion.

Everyday on the way to work I would pass this super cute old Antebellum home just outside of my neighborhood. Restored and currently outfitted as a restaurant, that place had been for sale since I moved to the big ATL. One day I said, "I think that place would make a great event venue." The next day I viewed the property with the realtor and the day after that I began putting together what would end up to be the thickest, most well thought out business plan for "Bear Creek Manor" (that's what I was going to name it), a new wedding and special event facility in Hampton, GA. I spent months planning, researching, acquiring financing, meeting with contractors and when it came down to closing the sale... those people just wouldn't take my low ball offer. So, I walked away from the project. By this time I had quit my job and was left soul-searching for where I was meant to be.

I went back to my business plan thinking "what the heck am I going to do with all this now?" I got to thinking about how I was going to market the facility in the first place. How would I reach the Henry County bride. Metro Atlanta is so large, how could I have ever really made this new venue stick out in the sea of facilities online. I just had this thought, spark, idea... call it whatever, that made me wonder why Atlanta, or any other major metro area, doesn't have a website where someone can narrow their search by region and county. Something that gives us Henry County businesses, our own spot in the limelight. And because one didn't exist... I decide to make it myself.

From that moment on I immersed myself into what was now known as AtlantaOccasions.com with no business plan, prior planning, major research or financial backing. Fast forward two years and I now have a very successful AtlantaOccasions.com AND an Atlanta Occasions Magazine that's morphed a tad bit from my original inspiration, into something even cooler. I have made mistakes along the way, nothing of too much determent to my biz, but things that had I forseen in my initial pre-planning would have saved me big bucks along the way. Had I paused to create a new plan for this idea I had been inspired to created by my initial business plan, I may have made different decisions that could have quite possibly saved me time, heartache and money-honey.

Everyone needs a little pause and focus time in their business. Time to stop, smell the roses, reflect on what you've created and reanalyze your path. Maybe you're headed in the right direction, or maybe the currents are moving and so should your business. You'll never know, unless you give yourself the time to think it through. Business plans do not make or break a business but they do force you to completely analyze your business from every facete and angle. They point you in the best direction and serve as a guide to keep you on that path or highlight new paths that you may not have considered.

Atlanta Wedding Professionals have the opportunity to do just that in a few weeks. A course completely designed for the bridal industry business plans is coming to Atlanta. I encourage you to seek out more info the Sage Wedding Pros are offering and consider what a class like this could do for your new, established, or in need of some TLC business. For more details click here.

I do this a lot. Some may say too much, but keeping a keen eye on your business and your market keep you tuned into the reality which surrounds you. Many people think that I have a glamorous publishing background, and sadly it's just not so. I'm on my way there though. What I did have was inspired thought and the guts to act on it. Sometimes, that's all you'll ever need. ;-)

How's your business going? Is there advice, questions or new marketing topics you'd like to see discussed that would help you succeed?

Your Marketing Engine Mechanic

Three years ago (October of 2006 to be exact) I attended a BNI meeting in Stockbridge Georgia after I first moved to Atlanta. I didn't know anyone but looked the group up on the internet and found the chapter near my house. At that event I met several people, collected business cards, etc. A few months later I hired an Accountant, Kim Maxwell, who I had met at the group and she has been my accountant ever since. But what's unique about this story is, in the clump of business cards I collected at that one meeting, there was a card of a electric company I had pulled out and stuck on my refrigerator after the meeting. Just a few weeks ago, January of 2010... 3 years later, I needed to add an electrical outlet in my home office, passed the fridge, remembered the business card I had saved and wah-lah.... called Mr. Johnny Classen up and booked him to come out to my house.



While he was here he said.. "I noticed you have one of my cards on your refrigerator, have we ever done business before?" and I told him, nope, not yet.. but I met you at that BNI group and have been holding onto your card until I needed it. He was shocked! His response.."Well I guess that group actually did work."

Go figure. In his case, the response he received from attending the event wasn't necessarily immediate, but it did lend him a new client. You never can tell exactly what marketing you're doing is going to attract clients, but having multiple options and avenues only increases the odds... because they all work better together.

You see, marketing is like the engine of a Mercedes. The parts, all brand spanking new, work just fine, but alone don't produce the end desired result. Put them together and listen to that baby purr. Now think about marketing as an engine. Your collateral pieces (i.e. parts) do function on their own to a certain extent. Yes, your website may have your phone number and services on it, but what good does it do until someone actually logs onto it. Same goes for business cards. So what you ordered 1000 of them. If they don't get put into the hands of a bride at a bridal show, they don't work. BUT, combine those collateral parts to make a marketing engine and each one will drive the other even further towards your desired end result... new clients. Just think, if your car is designed to run with six spark plugs but you unplugged two, chances are that car would still run, but not very well. So you can image the type of results you can expect if you try to run your marketing engine with only half of the parts... it'll run, just not like that Mercedes. Do you see where I'm going with this?

So what are those parts? Things like: business cards, print advertisments, website listings, client referrals, trade shows, editorial and pr coverage, billboard, radio, flyers, rack cards, networking, business meetings, signs on the side of your car, websites, blogs, social media, promotional materials, sponsorships, donations, raffles, yada yada yada. The more parts, the more refined engine.

Listen, what I want you to take from this is that the advertising parts of your marketing engine do work individually, they are just less effective when used alone... like spark plugs.

Image if Johnny would have gone to that networking event without a single card.....or maybe, had a bunch of cards, but never attended a networking event.

Buying more than just an AD

Walmart is good for one thing. People watching. No wait, two things... midnight runs to buy the movie Twilight when you realize you can't stream it live from Netflix (yes, that really happened).

I used to shop at Walmart. I admit. I was single, broke and starting my fresh new career and on a budget. Every time I went grocery shopping I would get so frustrated because Walmart never had the fresh produce I was looking for. I'd inevitably have to go to a second store to complete my list, walk into Publix and be immediately greeted by every single person on their floor when I was just there to get lettuce. I got so fed up of making multiple trips, and so attracted to a smile and the question "Can I help you find anything?" that I decided it didn't matter how broke I was, I didn't mind paying .29 cents more for Lean Cuisine when I could always be guaranteed a pleasurable shopping experience. Hence..."where shopping is a pleasure" came from.

Your media relationships can often be compared to the relationship you have have with your local grocer. Do you buy your groceries at Walmart or Whole Foods? Are you looking for the cheapest price no matter what you miss in the process? Or, are you willing to pay the price for quality, service and an all around pleasant experience.

Just like bananas, an ad is an ad is an ad (plus or minus basic demographics and coverage details). Mostly, it's where you buy the ad that truly makes the difference. Some medias are going to offer you the quickest, cheapest ad. While other medias, who may be less likely to budge on the final price, offer the same ad, but bring "intangibles" to the table that far increase the value that ad is actually worth. It's the difference between shopping at Walmart and Whole Foods.

Ask yourself, do you want to stand in one of three (out of 30) open checkout lanes for 20 minutes at Walmart or do you want to buy local, buy organic and peruse the colorful aisles, sipping the latest imported wine (that has happened), at Whole Foods? There is a HUGE difference.

I begin each of my new client meetings by asking a bit about their business like what marketing efforts they use, what works, what doesn't, etc. Recently, I've been hearing a lot of "oh and we do that magazine because their ads are so cheap...... "

Um, Houston, we have a problem.....

Why do you want to buy the cheapest ad? You're not buying pantyhose or plumbing supplies. You're buying new business!!!! Do you really want to risk that new business or the future success of your own with the cheapest gig in town? Are you okay with an attitude of "I ran your ad what more do you want"... or do you want to know your marketing dollars are buying you more than just the paper?

If you're looking for the Whole Foods shopping experience, the intangibles you should look for from your media partners are things like networking opportunities, connections, events, marketing advice, sponsorships, referrals, introductions, etc. It's not just about the ad... rather the ad package.

When it comes time to buy an ad or renew, these are the things you should consider in your advertising investment as well. Because, if you enjoyed the intangibles, then those need to be weighed evenly with the direct inquiries received from the ad too. It's likely they're a package deal. If you pull the ad, the intangibles will go right along with it.

Make a left into Walmart rather than a right turn into Whole Foods (okay, that would never happen in real life, they're rarely on the same corner, but you get it) and the end result of your shopping experience will be entirely different. Same goes with your media choice.

Marketing, in general, is a long term investment and your media relationships should be too. Think lasting and reliable, then come up with ways you can utilize the perks of your purchase. Partnerships are two way street. If you haven't connected recently with the media you're doing business with, get in touch and get the most out of your investment.

What ways has your business benefited from a solid media partnership?