Hello!
Welcome to the July issue of the KCOMM Communications Alert
The summer events season is in full swing. We were very pleased to help welcome Governor Schwarzenegger to Southern California in July for an update on his campaign plans and themes. Our spotlight for August is on the annual Spirit of Youth Gala for Girls and Boys Town of Southern California, an exceptional organization providing services to abused, abandoned and neglected children. Our third item this month is an overview of factors for strategic results in emarketing. Politics, public service, and business success is the unique blend we strive to bring you each month to reflect the vibrant Southern California community.
Sinan Kanatsiz
Chairman & CEO
In This Issue...
Governor Brings Message to Generation Next Event :.
Highlights Major Priorities as Election Battle Heats Up
The Kantina club overlooking Newport Harbor was the venue as Generation Next and KCOMM hosted a special gathering on July 21 with Governor Schwarzenegger. The event was attended by an A-list of young area professionals from the worlds of business, non-profit agencies, media and more. The Governor took the opportunity to address the assembled group on progress the state is making in key issues such as infrastructure and education, on his current priorities, and on his centrist vision for continuing to move the state forward on several fronts.
Girls and Boys Town Annual Gala Set for August 5 :.
Event Will Feature Lennar as 2006 Spirit of Youth Award Recipient
Mark your calendar for Saturday, August 5, to attend the 3rd Annual Girls and Boys Town of Southern California Spirit of Youth Gala at the Island Hotel in Newport Beach (formerly the Four Seasons). The event will feature dinner, special guests, an award presentation, a spectacular auction, and live entertainment in a celebration of hope and giving. Special honoree Lennar will be presented with the 2006 Spirit of Youth Award for its commitment to at-risk youth in Los Angeles County through a very generous $1-million contribution toward a new Compton shelter.
Proceeds will go directly to support Girls and Boys Town of Southern California's Residential Long Term Facility Services, Short Term Emergency Shelter and Assessment Centers, Family Based Services, and After Care Program. KCOMM is helping to promote this very worthy event through sponsor recruitment, public relations, emarketing communications, and video scripting.
For more information, please call 714-532-2399 x207.
Measurement Is Now a Requirement, Not a Luxury :.
Emarketing Provides Unique Capabilities to Track Results
"Measurement" is the watchword in marketing today. With budget pressures and demands for return on investment, measuring results is more critical than ever. One of the significant advantages of emarketing is the ability for precise measurement of results. Here are some tips for improving the effectiveness and measurability of your emarketing efforts.
Reach
First, a word about a common media planning term - reach. This general term refers to the universe of people you want to target for receiving your communications. As with most things in marketing, you will be much more effective if you resist the temptation to go after everyone who could possibly be interested in your product or service. Setting priorities will help you hone your messages and maximize cost effectiveness.
Relevancy
It is imperative that the content you are providing is relevant and meaningful to your selected target audience. Clearly defining that audience should include gender, job title/function, type of company, industry segment and company size as well as their level of knowledge. These factors will help you tailor your content so that recipients are most likely to respond and be positively predisposed to future communications. You can develop an audience profile from your sales force, your channel partners, trade associations, the media, available secondary research sources, and the Internet.
Links
Careful utilization of links can significantly improve the value of what you are offering and support strategic marketing goals. Each link can be tracked to evaluate response trends and dynamically fine-tune over time. Links can direct readers to special offers, the company web page, surveys, product data, request for information or order forms, and support materials such as white papers. Your emarketing efforts can be closely aligned and integrated with your other marketing activities.
Technology
Taking full advantage of emarketing's potential requires a robust technology engine supporting the process. On the front end, that means the latest tools for producing attractive, informative and interactive communications vehicles like enewsletters and HTML emails. On the back end, that means the full capabilities for email management including lists and databases, timely and effective distribution, campaign management, and statistics generation.
Reporting
A full featured emarketing program must include a strong reporting and analysis aspect. You should have access to data regarding deliverables, unsubscribes, open rates, click-throughs on each link - all correlated to individual email addresses. Then the rest is up to you! Over time, you will gain invaluable insights into your prospect and customer behavior which will help you fine tune your messages, test new products, gain market data and much more.
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KCOMM is a full-service,
public relations and public affairs firm,
specializing in Internet marketing, strategy and public positioning.
Copyright © 2006 Kanatsiz Communications, Inc. All Rights Reserved.
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