Effective street marketing, Asian media in the US, more

How do you stage an effective street team program?

How do you stage an effective street team program?

"There are so many marketers hawking their wares on the streets that you need to make your street teamers stand out," says Matt Glass of Eventage.

In every major city, they're out there, leaning toward you with a flick of the wrist, beckoning you to take their glossy printed offerings and samples. However, notes Glass, there's a fine line between a well-trained, motivated, and energetic brand ambassador and the less-than-desirable guys handing out flyers for gentlemen's clubs and free foot exams.

"Train your team to engage consumers without annoying them," he advises. "Put them in uniform or in costume. Give them something to do besides hand out samples."

In addition, adds Glass, putting a professional stage management system in place is effective because it ensures that your people are where they're supposed to be and doing what they're supposed to be doing. Actors make effective street teamers because they can improvise, follow a script, and are aware that they're always "on-stage," representing the brand at all times.

"Every sidewalk is a stage," Glass says. "Make sure your performers are up to the task and well-prepared to break through the clutter."

Press releases

How important is the headline of a press release?

"A well-written headline is more important today than ever," says Peter Pollak of ReadMedia (formerly Empire Information Services). Too many press releases are issued with headlines that are written carelessly or simply say "media advisory."

Headlines serve a dual role, notes Pollak. They need to entice the recipients to read the body of your release, but they are also critical in determining your release's search engine ranking.

"To that end, make sure your headline contains key words and phrases that someone might search on when looking for the information in your release," he advises. "Also, don't forget to match the release's page name on your Web site with the headline. Finally, keep your headlines concise," as most search engines only spider the first 80 characters.

Asian media

What do clients need to know about Asian media in the US?

"All audiences and media outlets want the same thing: good content," says Dan Reynaud of US Asian Wire. "There is no such thing as strictly 'Asian content.'"

This is particularly important to note as there is a growing number of media outlets serving the information needs of more than 14 million Asian Americans. In fact, adds Reynaud, more than 60% rely on ethnic media as they provide their audiences with a wide range of content.

The expanding number of print and broadcast points in Asian America includes a concomitant increase in media available in English. This means news in business, automotive, health, technology, and a variety of other sectors.

Over the coming years, reaching this rapidly growing and powerful demographic will not only be a wise business decision, but a priority for corporate America, says Reynaud.

"Keeping pace with these demographic and socio-economic trends is vital to insuring that your clients reach a growing consumer base," he adds.

Send your questions to toolbox@prweek.com. Please contact Irene Chang if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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