Tis the Season: Add a Little Charity, Gain a Little Customer Loyalty

It's the holiday season, which puts customers in a cheery mood. People always love to see and hear feel good stories like those of Extreme Home Makeover, but they love these stories of charity, hope and love even more during the Thanksgiving and Christmas seasons. And the holiday decorations give you the chance to make your little bit of charity even more unique.

For example, Disney has given one family a special treat and posted photos of it on their blog. The blog reads:

...this year we teamed up with Sylvania andCHOC Children’s to take the magic of the holiday season from the Resort to the home of one special little girl and her family. Adela Jauregui, 8, a patient at CHOC Children’s, and her family watched as their home lit up with more than 6,200 lights and Disney-themed décor.

What a great way to bless others and bring attention to yourself at the same time. The real challenge is to find a way to do this all year in unique ways that please and bring in customers.

How have you used special causes to promote your company?

Catering Your Press Release to the Receiver

A recent blog post I read by e-releases talked about things you should check before sending out a press releases (facts, links, etc). The issue that came up in comments replying to the article, however, was over whether or not a press release should be tight, newsworthy and catered to the average reporter.

The tips e-releases provided are still good for news releases sent to newspapers, but not necessarily for other outlets. Of course, any press release sent to a customer or put online for the public could be reclassified as something else entirely. In any case, it depends on who your reader is and what you want them to do with the press release. A blogger might be looking for something different in a press release than a reporter. That's why it's important to cater the release to the receiver. You should NEVER send the same release out to every media outlet, just like you should never send the same resume to every employer you apply for a job with.

What are some necessary elements of a news release for you? How do changing audiences affect how you write your press releases?

To read some sample press releases, click here.

Matt Prince on Marketing

Last Thursday, Matt Prince spoke at my college's PRSSA meeting. Prince, who is the manager of executive communications at Disneyland Resort, spoke specifically on advice for college students and recent graduates, but many of his points can apply to a wider audience. I won't borrow all of his points, but here are a few of the main pointers he gave:

1. Things change, so be flexible and learn to adapt as your audiences, society and technology change.


2. Network. Meet people in your profession and learn from them through informational interviews.


3. Take some time out for yourself. Prince keeps a blog on dating, a topic that has nothing to do with his job.


4. Be patient, but don't wait. It's good to look for jobs that you'll enjoy, so don't jump at the first job that comes around if you don't think you'll be able to enjoy it. But don't expect to get your dream job or a job that pays well right of the bat. Follow your instincts. If you think it'll work well, start your own company and work for friends and other connections on the side in addition to your regular job. Prince started his own marketing company: Prince Marketing.


5. Brainstorm. It's essential that you think about where people need to be, what they need to be doing, who they need to be meeting with, etc. Prince said he keeps a white board in his office for brainstorming sessions. Of course, if he ever needs a quick break or needs to clear his mind, he goes for a quick ride on Space Mountain.