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October 21, 2008
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» Do What You Do, Better
» WSJ Brings Wine Online
» New Office Space Reveal
» Quick (Measurable) Tip
» PR Poll Results
» Next Month: Engage, Entertain, Elevate with Online Video
» Get Your Video Featured in our November Issue

#6 - Never hire non-believers

You don't have the time or the money to waste on "creative" marketers, internal or external. Surround yourself with believers in measurable marketing ... they aren't the same as "yes" men ... they're professionals who understand the right way to market.

» Get the “99 Ideas” Booklet

In our September eTips issue, we asked for your opinions about how you practice public relations and if how you measure your efforts. Admittedly, we weren't surprised by what we heard from you. Many of our readers are in the same PR predicament. Here are the results:

1. Do you practice proactive PR? Overwhelmingly, responses were leaned toward "no, but we want to ..." Most of you have the desire, and even understand the serious impact of NOT taking advantage of free publicity (lack of visibility, awareness and credibility in the marketplace), but budget and resources prevent you from making Proactive PR a reality.

2. How do you quantify your PR efforts? We were surprised to find that some of you don't track your PR efforts at all! A few noted that the quantity of placements is the primary tracking metric.

If you're missing out on valuable free, credibility-boosing public relations opportunities, think about calling on Johnson Direct ... today. Call 800.710.2750.

Do What You Do, Only Better….
Seven easy ways to get more bang out of your marketing buck.

Choosing the right media for multichannel campaigns can be tough. And, knowing what strategies to employ for each channel can be downright intimidating. Johnson Direct boils it all down to seven simple rules. (As seen in DIRECT, October 2008, “All Mixed Up”)

We find our clients are consistently breaking these basic rules, unknowingly. And it’s too bad, because these common mistakes are costing them thousands of qualified website visitors, countless lost leads, and many other missed opportunities to create and keep meaningful customer relationships.

When presented with our rules for success, many clients are shocked because they’ve been making these mistakes for so long. In fact, they admit they didn’t know what they didn’t know!

Are you a rule breaker? Are you all mixed up? Could you do better? Read more to find out!

CLIENT TESTIMONIAL

"We worked with Johnson Direct to create an effective site for our new partnership with The Wall Street Journal, WSJwine.com. The goal was to help us to create a 'look and feel' in line with the brand values of both The Wall Street Journal and Direct Wine and to build an inviting customer interface that would strike the right balance between a good 'wine' experience and easy-to-use functionality. Johnson Direct delivered the WSJwine.com site in a smart and efficient way. We found Johnson Direct very professional to work with and totally focused on delivering the end result on time and to a high standard."

Tanya Kelly
Director of Marketing – International
Direct Wines

READ THE SUCCESS STORY
Direct Wines Ltd. is the world's largest independent wine merchant, shipping more than 30 million bottles of wine a year. When The Wall Street Journal partnered with Direct Wines to bring great wine selections online to its audiences, they came to Johnson Direct to bring the new WSJwine.com site to life. Read more.

WHAT MAY BE NEW TO YOU!

The New Office Reveal ...

Here's a sneak peek of the new office space under construction. We've more than doubled our square footage and the JD gang is getting giddy about it. Check out our progress with a virtual tour by our very own Rob Trecek (a.k.a. That New Business Guy).

1:15 video: please allow a moment to download.

Wondering where we placed the foosball table? You’ll just have to visit us in person (or stay tuned for next month's eTips issue) to find out!

COMING UP IN OUR NEXT ISSUE

Engage, Entertain, Elevate
How will you use online video to your advantage?

It's easy to lose time while watching your favorite classic SNL skits, one after another, not on DVD but at youtube.com. Use random keywords to search for clips at hulu.com and you never know what you might come across. Online video is engaging, entertaining and can elevate your brand and awareness to new levels ... if you know how to make it happen.

Online video is a viable option to build relationships with your online audiences, even if you've got a limited budget. And the best news ... it's measurable. In November's issue, we'll offer a few tips and examples that will help you engage your audiences in ways you never could before. Stay tuned!

Your Video Could Be Featured in our Next Issue!
Promote your company's online video efforts ...

Send us your video with a note about how you have or will utilize it online to meet your marketing objectives. We'll share the best of the best with eTips readers in the November issue. Now that's what we call viral marketing! Deadline: Monday, November 10, 2008.

Instructions:

1. Send us a link to your video, or save and email your video as a 320x240 Windows Media Video (.wmv) file. (However, we can work with just about anything you submit including .flv, .mov, .mpeg, .divx, etc.)

2. Write a brief explanation to let us know how you have or will utilize the video online, where online, and the specific goals you hope to achieve or have already achieved.

3. Email your file and explanation to deniseh@johnsondirect.com with your contact information on or before end of day on Monday, November 10, 2008.

We look forward to seeing your online video work!