Our company is turning 10 in August 2009. I want to make a story out of our anniversary, from our company promotions, to events etc that will mark our countdown for our 10th.

Believe. Achieve. Succeed. Is this nice?

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Jay’s Answer: The best tagline is one that appeals to your target market.

“Believe. Achieve. Succeed.” is vague and doesn’t mention a benefit to your target market. For example, “Taking Your Income To The Next Level” plays off both the MLM and the benefit ($).

We have a hotel opening up in the Dulles Airport area of Virginia. It is a Hilton Garden Inn which is part of the Hilton Family of brands. I need creative ideas on how to show our rooms, meeting rooms, fitness center etc. Also, I am sort of stumped on the theme of this party. The Hilton Garden Inn is unique in that is caters to business travelers.

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Jay’s Answer: (I’m assuming that the party will be for local government, larger businesses, and the Chamber of Commerce)

Given you’re a Garden Inn, you could focus on business/garden. For example, in each of the rooms you’re showing, have fresh flowers everywhere (being sensitive to people with allergies!). Provide guests with a “treasure hunt” game card. On the card, ask them to identify some key aspects of the rooms on the “tour”. For example:

1. How many meeting rooms do you have
2. How many rowing machines
3. How many sq ft was the guest room
4. What was the size of the bed in the guest room
5. Where were the high-speed internet cables located
6. Which room had Hawaiian flowers, etc

The point is to highlight your new features by having them fill in the blanks visually. Each contest entry (with correct answers) is eligible for a weekend’s free stay at your new hotel. Grand prize might be a free weekend at any of the HGI properties.

Realize that your bigger goal is getting new guests, not throwing a party. That’s why each entry form should have not only a phone number, but full contact information so you can contact them after the event to get feedback on the property, their business travel needs, etc.

My company (an architectural/engineering firm) has doubled in size in 3 years, reached the over 1k employee mark, completed 2 acquisitions with cash, hasn’t drawn on credit, is designing the only 3 auto plants in the US, over 50% of our work is in the renewable energy market (although our clients are very confidential and won’t let us talk about the projects specifically), our 3 yr old China office is now our 3rd largest – soon to be our 2nd. Our HQ is in the rust belt. It’s our 60th anniversary. I have to believe that in this economy this is newsworthy on a national level. I’m just not sure what the best way is to go about finding the angle or the hook and I’m quite certain reporters at that level don’t want a weak pitch, or have the time to figure out how to stitch this all together. I feel the quotes from PR firms to make this happen are unreasonable. Any suggestions on how to flush the story out and make something happen?

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Jay’s Answer: Many PR people earn their salary by developing relationships with the media resulting in pitches that are heard. You’ve no doubt been quoted a higher fee to access the ears of a select group of reporters/editors who are deluged with pitches. A great PR person would also help you spin your story for specific reporter needs.

If you want to go at it alone, you have a few options:

• A press release. The release would focus on a hook. For example, 60-year anniversary, 3 recessions, and still going strong.
• Leveraging your vertical reporter connections. Ask them for who they are connected with nationally.
• Leveraging your clients’ connections. If one of your clients is doing something PR-worthy, offer to write a press release for them, featuring how your relationship has made it happen.

Here are some companies that offer pay-for-performance PR:

• http://www.payperclippr.com
• http://www.matrixmarketinggroup.com/payforperformance.htm
• http://www.sandiegopublicrelations.com/pay-by-performance.html

What are the best ways to raise awareness about my Christian magazine? I don’t yet have the capital to really get into radio, TV and billboards like I want to, but I do want to promote my mag to a lot of readers in my circulation areas. I need some brilliant ideas on how to do this on an extreme budget. Now I understand that I have to spend some money, so I’m not unrealistic, but the point is I need some very cheap, yet effective ways to create a buzz.

P.S. I have been trying the email awareness thing, but in this world of spam, annoying email blasts and the like, I don’t think that email carries nearly the “productivity” (can’t think of a better word right now) rate it used to.

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Jay’s Answer: If you’re looking for a buzz, then identify Christian trend-setters in your community. Can you get an interview/cover shot? Then, follow up with a press release announcing the special interview for (potentially) local media coverage – specifically targeting the demographic.

The point is instead of trying to “push” your magazine to people who don’t know they want it, try to “pull” your demographic to you based on having what/who they’re looking for.

I have 7 years of commercial insurance ‘service’ experience and have recently gone into a ‘sales’ role with a fairly new agency. I am doing a lot of cold calling and relationship building, in order to write business. It is a slow process, but one that I do not mind.

Do you know of techniques or certain ways that this can be more successful for me? I am willing to be creative in order to be remembered by potential clients.

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Jay’s Answer: Throw parties at your place of business. Invite 1/2 existing clients and 1/2 prospective clients. Make it clear that the party itself is a networking opportunity for your attendees and won’t be sales presentation. This gives you multiple opportunities to connect:

* You’ll see past clients, and thank them for their past business. Their invitations would be a chance to ask about changes in their life that would require reviewing their policies.

* You’ll have prospective clients visit your office, and talk with people. Have nametags, and have past clients put the # of years they’ve been with you on their name tags. Prospects will see who / how many of their peers use you for a long time.

* By creating a networking event, you help your clients’ business.

I am promoting an RV resort. They are selling RV sites and want real out of the box marketing ideas. HELP! So far I have:

• Start a suggestion box for your employees, soliciting innovative marketing ideas. Some of the best and most creative ideas come from people who are involved daily with various aspects of your business. Give a $100 award for ideas used.
• Free Weekend Getaway to the new Buyers
• Offer a wine club membership
• FREE camping equipment or fishing gear for the new Buyers
• Raffle off a RV site. Sell the raffle tickets

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Jay’s Answer: You could focus on people who’ve never RVed. Rent them the RV & the space & the experience. Offer them RV-ing lessons, if they’re interested (how to drive, rent vs. buy vs new/used, etc.).

Focus on a niche – families with young children, wedding parties, office retreats, singles weekends, etc. Now you can focus your efforts on attracting the niche, rather than selling RVing.

A video showing the full-experience of your resort.

A cost-comparison of your resort vs. a hotel.

Offer free wifi, and attract entrepreneurs who want to travel but still be connected to the office.

We quote ourselves as being the one firm – start to finish. Golf tournament coming up and we are sponsoring a hole….looking for fun ideas/games that would highlight architectural services.

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Jay’s Answer: You could place images of buildings you’ve designed around the green, and have prizes for hitting the “buildings” from the tee.

You could build a skeleton home out of 1x2s (or 2x4s). Instead of windows, place metal panes (that would “ring” when hit). Again, a prize for hitting the windows.