May 24, 2013 — If your corporation is outstanding but most people aren’t talking about you and your company – there are reasons. One huge cause is a slack approach to promoting all aspects of your business including the corporate philosophy, company products, services, benefits, features, stories about the principals, the owners/members, future business plans, charity involvement as well as career opportunities, etc.
So here’s the scoop: We should all acknowledge that in business IMAGE has a huge impact on every company. This is true of all corporations. So, respectfully, I want to take a moment today with that “3:00 in the morning” wakeup call and remind everyone that we all do live in the information era. And it is, believe it or not and speaking professionally, darn near reckless to not aggressively – and continually – promote your company within our industry and, when appropriate, to the general public.
For too many years some timeshare developers and ancillary companies seem to ignore the media and prefer to remain hidden, silent and to exist in the shadows by continuing the practice of concealing who they are, what they do, how things are going and what the future has in store for the company, their ‘clients’ (aka: buyers/owners/members) and their employees, etc.
That silence and remaining obscure is not just a peculiarity reserved to the independent developers and ancillary companies, either. I could rattle off names of some of the ‘big’ developers/companies in our industry the world over that continue to repeat a costly gaffe by not promoting their companies in the proper manner in the correct forums / mediums within the industry and to the public.
What I find amazing by their faux pas is that the hard costs are negligible at best, the returns can be quite remarkable and I’m pretty darn sure that to hire and/or contract with a person/firm/agency/company to build the corporate image and get the good news out there is likely a standard normal tax deductible business expense as well.
The fact of the matter is quite clear. All companies in our industry need a PR (public relations) plan. They all need (e.g.) articles written about them for inclusion in various publications including ‘Inside The Gate’, ‘Developments’, ‘Resort Trades’ etc. as well as local, regional and other national media outlets. Advertising is not a bad idea either.
And let us not forget promoting in the social media universe as well. All these activities and sources are essential to all businesses and raising awareness among consumers, prospective professional marketing and sales reps as well as potential investors and business partners is invaluable – and should be deemed a paramount business practice & policy in the ‘connected’ era!
Which reminds me that along with the services we offer to accomplish just that there are other individuals and companies, some of whom are ARDA members, that also specialize in public relation services and who have very impressive track records. All you need to do is visit their websites, give ‘em a call, text them or send them an e-mail and seek out their expertise.
A few that come to mind would be – in no particular order – Sharon Dreschler-Scott (www.sharonINK.com), Marge Lennon (www.lennoncommunications.com), Kristin Warner (www.firepathinc.com) as well as Georgi Bohrod-Gordon (www.gbgandassociates.com) and of course our own Bill Curtis (www.insidethegate.com) among others.
The key is to get started (isn’t that always the case?) with professionals who specialize in building a company image so that in time the audience determines that your ‘Brand’ is notable, remarkable and extraordinary! A very impressive corporation! – You know someone (company) to do business with and purchase from, someone (company) to talk about and someone to work for or a company worthy of an investment etc.
So if your business is not the “Buzz of the Biz” – ‘the talk about town’ – then roll up those sleeves and start the chatter today – and always remember the following:
In business absence does not make the heart grow fonder.
The only bad press is no press at all.
If people and the industry aren’t talking about you and your company, rest assured they’re talking about your competitors.
“The only thing worse than being talked about is not being talked about.” Oscar Wilde – Irish writer & poet.
“There’s no such thing as bad publicity except your own obituary.” Brendan Behan – An acclaimed author who is accredited for having once said he was a “drinker with a writing problem”.
To explore “Buzz of the Biz” opportunities ‘Inside The Gate’:
Or just e-mail Bill for a Media Kit: firstname.lastname@example.org
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Contributing sometimes extravagant, bombastic, emotional, pompous or even pretentious writings about the timeshare industry, Scoop covers an array of industry related subjects each week including inside information, tips, scandals, interviews, forecasts as well as new (good or bad) products and services--- and, of course, all the 'Good', the 'Bad' and the 'Ugly'.
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