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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

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ABOUT THE AUTHOR

image of Elaine Fogel

Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC, and a marketing and branding thought leader, speaker, writer, and MarketingProfs contributor. She is the author of the Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success.

LinkedIn: Elaine Fogel

Twitter: @Elaine_Fogel

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