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BEYOND BRANDING
By Paul Winslow
Emotional branding is considered by some to be a relatively new field, yet the systematic media relations process has been successfully utilizing the basic tenants of emotional branding for years. What had not been developed until now was a methodology based on media relations that basically goes beyond branding to create, refine and launch a successful message and image.
What is "branding" all about?
For a brand to work it must connect with the public by telling a strong and impactful story. It is not about the hard-sell, or being the biggest, or the flashiest, or even the coolest; it is about making a deep powerful connection, about communicating on a basic human level.
What are the keys to the process?
Having served as a journalist, editor, producer and public relations consultant, I understand both from the media's perspective and the client's perspective what it takes to create a powerful and compelling story. It must be engaging, interesting and hit a basic human-interest factor. The media relations process is the only form of marketing that lives or dies on how compelling the story truly is. It's essential to craft and pitch a story engaging enough to capture the media's attention - to create a story that becomes the news.
How do you apply the refined concept when working with your clients?
In my fifteen-plus years running a media relations firm, I've seen how successful this process can be. Utilizing the media relations methodology and mindset, a simple but effective marketing system has been developed. In this case the purpose is initially not to gain media exposure, but to create an effective story, look, logo, message and emotional communication factor.
What should be the major objective in a sound campaign?
Develop a powerful emotional message that goes beyond branding.
For more information visit:
www.anthonymora.com
TAMING THE FORECLOSURE MONSTER
In one of the roughest real estate markets in U.S. history, few consumers know that there are solutions and options to protecting their home. Intimidated by banks, lost in the turmoil of insufficient funds to pay the mortgage, homeowners are loosing their properties at record rates and with great personal devastation-when often they don't have to.
Timothy G. McFarlin has been practicing foreclosure law for the last five years. Realizing that both lenders and homeowners have the same goal: to keep people in their homes, McFarlin has made helping homeowners work through the foreclosure maze his specialty. He explains that lenders don't want to foreclose; face the expense of paying foreclosure costs, and go through the hassle of reselling the property. Instead, they want to work out a deal with the homeowner, so that they are able to show that they have a "performing loan."
McFarlin is very patient in his quest to make sure people understand the process and what they can do to stave off foreclosure, whether it is through mortgage litigation (finding the originator of the loan and finding how they're wrong either by suing the originator or by giving the payments back) or simply explaining to people their rights and options as consumers.
The housing market's peak of the past few years and recent drop has meant an increase in foreclosures. Some people took out loans with unusual terms in order to afford a house. Others have loans whose payment rates have now been adjusted. Or some people simply bought something they couldn't afford because: the lender didn't properly disclose the terms of the loan or their payments became more than they were able to handle and now they are foreclosing. Whatever the situation, The Law Offices of Timothy G. McFarlin represents consumers in defensive action so that homeowners are able to keep their property.
Timothy G. McFarlin wants people to know there is hope; as long you have some form of income, you can find a way to help you stay in your home.
- Carly Zinderman
For further informaiton visit: www.mcfarlinlaw.com
TRAVEL "DOWN UNDER"
Australia's Office of Tourism recently launched its new campaign to develop travel to the "down under" country.
The Ausies are coming on strong when it comes to promoting vacations and locations for film shoots.
For more - visit Australia.com
SPHERE USA
The Hot Buzz Among L.A.'s Hottest Movers and Shakers
From restaurateurs to CEOs and stockbrokers to Hollywood executives, Southern California's most influential business professionals and entrepreneurs are buzzing about the hottest new business group -- Sphere USA, Inc.
Founded earlier this year, Sphere is already stirring up talk among the area's most savvy dealmakers. Sphere USA is an exclusive, invitation-only networking group that connects and provides a forum for successful entrepreneurs looking to expand their current business ventures as well as establishing new ones. While so many of today's networking groups focus on boosting one's social life rather than creating business deals, Sphere was created to connect those in the market's large scale business deals.
Sphere USA founder James de Rin, explains, "As the owner of three newspapers and a former Hollywood insider, I would introduce friends and colleagues from various industries to help facilitate new business ventures. I had been to several networking groups myself, but never felt they had the cache or the resources necessary for those looking for significant transactions." He continues, "For me, this confirmed that there was a profound need to bring serious entrepreneurs together and create a 'sphere of influence.' By this I mean that elite business people gravitate towards one another and Sphere offers them a forum where they can interact and assist in the pursuit and development of one another's ventures. Although many people may think about purchasing real estate or raising capital, not everyone translates their ideas into reality. Sphere sorts out the dreamers from the doers."
But who's joining, you ask? Just what makes it stand apart from the many other networking groups? Sphere is all business - and big business at that. Whether it's the real estate mogul purchasing an apartment or a corporate office park; the wine connoisseur turned importer who purchases thousands of cases of wine from abroad for distribution in the U.S. or the land broker selling 200 acres of prime Brazilian property, Sphere allows people to converse with others in their "league."
Potential members must be sponsored by a current Sphere USA member and are thoroughly screened to ensure acceptable financial standings and verifiable business connections. Once accepted, members can choose from three levels of membership, which entitles he or she to varying levels of resources. Members will be offered monthly events held in multi-million dollar homes where they can discuss and establish potential business deals. In addition, exclusive business seminars are offered and members are privy to private business and financial information as well as access to other member's information and business resources.
With its first official meeting held at the home of a banker in Chino Hills several months ago, James says that it's really quite simple, "People want to do business. There just isn't anyone to help them make the right connections - until now."
www.JoinSpehere.com
- Sara Monaco
SPEAK YOUR BUSINESS IN 30 SECONDS OR LESSTM
The Stealth Seminar That Teaches You to Sell -- Without Selling
Hi! How are you? What do you do?
Eight seconds into your response, I've already judged your success level, education, income, status, and heritage. Actually, I don't really care what you do - I'm a nice person, but I'm too busy caring about my spouse, my kids, my job and my dog.
Like most Americans, I have about a nine-second attention span (that's the same as a goldfish). Your mission is to hook my interest on you, your product or your service, so I'll become intrigued. You have thirty seconds. How will you do it?
Start by calling Ann Convery! Ann is an executive coach, speaker and author with a 15-year background in public relations and sales/media training. She invented "Speak Your Business in 30 Seconds or Less"TM to solve a widespread problem: the "glazed eyeball" effect many people experience when they start talking about themselves or their business.
In her private training and national seminars, Ann teaches people to stop "labeling" themselves out of potential business and to create a simple 3-step formula to attract business every time they speak. Clients discover the secret of numbers for grabbing attention as well as how to create a subliminal offer so subtle that no one ever feels "sold."
Ann has worked with clients such as former Mayor Richard Riordan and top professionals in the fields of medicine, law, business and health preparing them for interviews with CNN, 60 Minutes, The New York Times,The Los Angeles Times, Vogue, People, Self, and other media outlets. She also offers corporate and private training in Easy Sales (for the shy at heart), How to Turn Contacts into Contracts, Portable PR, and Platform Selling, or how to make money while you speak.
One of the field's top speakers and trainers, Ann taught Presentation Skills at UCLA Extension, The PR Power Panel at the Learning Annex in L.A. and New York. She has been interviewed in Elle, Cosmopolitan, ABC-TV, Entrepreneur, Presentations Magazine, Bulldog Reporter, and has written several columns on presentation skills for the L.A. Business Journal.
Her newest book will be released soon in hardcover by Harper Collins.
For information about the next seminar, call (323) 644-7955.
THE VIRTUAL OFFICE
Ask successful real estate agents about what is most important when buying any properties and three words will always be heard -- LOCATION! LOCATION!! LOCATION!!!
Businesses succeed when they, as well, find an address which is in a great location.
Even the smallest business, whether it is accounting, law or even entertainment production companies seem to be more successful if they have a good address. Once again -- location.
Another key factor is whether or not day to day expenses are minimized and a good bottom line is achieved. This occurs as a result of minimizing some of the normal overhead burden and other costs all businesses small or large routinely experience.
Several years ago, Global Business Centers opened its doors at 468 North Camden Drive in the heart of Beverly Hills' famed Golden Triangle.
Its owners' vision offered an address in a prime location. Their concept was to provide businesses with offices and other services which would help to minimize the expenses companies must undertake on a monthly basis -- phone, fax, high-speed computer connections as well as reception and answering services. And, at the same time, offering business a new "virtual office."
The Global Business Center in Beverly Hills also provides a variety of areas to hold meeting from two or three up to larger groups of over fifteen thus eliminating the "let's met at Starbucks for coffee at 10:30." (Speaking of coffee, theirs is always a fresh pot on each level as well as a mini-kitchen for food preparation.)
As mentioned earlier, each business client is given their own phone number which is included in the moderate monthly fee. A live person answers your caller with a greeting of your choosing and will, if you're not in, transfer the call to your private voice mailbox. And, if you wish, the receptionist can transfer the call to your cell phone.
Visitors who come to meet with you will see your company's name on the directory board in the lobby. This feature is also important if you want mail or packages messengered to you. The receptionist will sign for packages and will put them in a mailbox that is assigned to you.
Add it up; a receptionist (with workmen's comp and insurance, etc.), private phone, fax, and high-speed computer lines, a Beverly Hills office, mailroom, conference spaces and so much more your virtual office. These are now all unnecessary extra expenses. Basic service is under $200 per month!
We believe this is a great way to add to your business' bottom line (not to mention the better service you will offer your clients). Ask for Erik at the following number:
Beverly Hills (888) 528-8882 or visit: www.gbcone.com
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