Issuing media releases without Web site back-up is like a eunuch advertising his sexual prowess. There ain't nothing there to back up the marketing hype.
In the weekend edition of my local daily, I read a half-page article on a theater's new 2007-08 lineup. (The paper happens to be the theater's season media sponsor.) There were some very appealing artists and shows, so I went online to find out more.
For starters, the home page had stale news items. Big boo-boo. The link that takes you to view all the performances in calendar format is there, but from July through to December, the monthly calendars are bare - not one mention of the exciting new shows scheduled and promoted in the online news release.
The season brochure in PDF format that linked from the home page, was of the 2006-07 season. On the policies page, there's information how theater patrons can save money by buying a series of any four performances. That interested me, but why is it on the policies page? What a great benefit to market more.
Lastly, the font is white reverse in Arial 6 point. My guess is that most patrons are middle-aged to seniors, so a font that small is a challenge to read, especially white on a loden green background. The site overall is not that user-friendly at all, nor is it welcoming or exciting. Too bad; the theater has a lot to offer.
Bottom line? Why send out news releases announcing something new, when the Web site isn't updated to back up your promotion?
What are your thoughts on this? Are communications and PR staff working in a silo separate from the Web designer/developers? Are your company or organization's marketing teams working holistically?
Continue reading "Media Hype Without the Goods" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs resources related to Content.
Directional data, content proliferation, and instantaneous demand are some of the content marketing trends to keep an eye on this year, according to a recent infographic from Search Engine Journal.
A case study can be an effective storytelling tool to use in B2B content marketing. Learn why, as well as how to craft one, in this article.
Audio of all types, from podcasts to voice search, is a powerful form of content marketing. If you're not doing it yet, here's how to get started.
Quality is a nebulous concept that can be difficult to define. Not for Google: high-quality content for better search rank depends on specific factors that can be optimized. Here's how to do so for five of them.
Webinars are more prevalent than ever, and that won't change any time soon. To reduce hiccups and improve the experience for attendees, follow these eight tips.
Standing for something is good for business these days. But how do you go beyond merely sharing company values to crafting real thought leadership? Start with a POV blog post.