Table of Contents
Chapter 1: Fortune One
Chapter 2: The Web
Chapter 3: Customer Relations & Creating Buzz
Chapter 4: Public & Press Relations
Chapter 5: Events
Chapter 6: Direct Marketing - Snail Mail & eMail
Chapter 7: Space Advertising
Chapter 8: Special Interest Groups & Associations
Chapter 9: End of FY Tactics
Chapter 10: Incidental Information
Index for Book
Excerpts
CHAPTER ONE
FORTUNE ONE: THE U.S. FEDERAL GOVERNMENT
You will be successful in this market when the players in the market (vendors and government customers) think of your company, your product, your service, when your market niche is a topic of discussion. This occurs when you have successfully become pervasive in your niche without being invasive, annoying. When key players think positively of your company, they will be more comfortable and more likely to mention your company in settings where it will do the most good.
CHAPTER TWO: The Web
Survey says, number one influencers, three years in a row. Why should you push the web? It is your first face forward, the first impression many will get of your company. First impressions are absolutely critical here as they are anywhere. This means you should need a very proactive and informational website.
CHAPTER THREE: Customer Relations and Creating Buzz
In 2000, Emmanuel Rosen wrote a largely overlooked book called Creating Buzz. This book should be examined closely. The book addresses the issue of how to create excitement around a product, service or company. Rosen offers many examples of how companies have used “buzz” via groups, the internet and other venues to create excitement around what your company is doing.
CHAPTER FOUR:
Public and Press Relations: Identifying and Creating Opportunities in the Press
The press brings a level of credibility that you cannot get through advertising, or in other venues. There is true power in the press: credibility. There is a certain amount of credibility bestowed upon anyone quoted in the press. Being written about, quoted or writing in the trade press is better advertising for you than many other things you do.
CHAPTER FIVE:
Events: Selecting the right trade shows, boutique events, publication events, agency events, tabletop events that suit your niche
There is a simple fact of life in Washington, D.C. You can spend your professional life going from event to event, from 8:00 in the morning until early evening, virtually every workday of the week. You could spend your professional life out of the office going to events. I assume it is this way in other towns, but in Washington, these events center largely around the business of government.
