"I'd been doing PR in the old-fashioned way—producing press releases and emailing, snail mailing, faxing them and it was very labor intensive with poor results."

Challenge:

Solution:

Robert James, owner of Armacost Antique Shows, only knew about the “old way” of getting publicity and coveted press mentions – creating press releases and then emailing, snail mailing, faxing them to media outlets – often with poor results. James needed to learn the new way of doing public relations: interacting directly with potential customers through content-rich interactive press releases as well as using other forms of new media. Instead of just targeting the media and journalists, James would have to embrace the fact that he could speak directly with consumers!

James decided to use PRWeb to communicate directly with his target audience and still attract the attention of the media. James’ old strategy targeted mainly media outlets and journalists. When he used SBE software, he not only reached out to journalists and bloggers, but it also gave him the ability to connect directly to people who might be looking for antique shows in their area. He was also able to impact his search engine rankings by choosing keywords that his clients might use when searching for antique shows online.

Benefits:

• Media Monitoring – When any journalist, blogger or media outlets reports on Armacost Antique Shows, the company will know about it because SBE tracks 40,000 media outlets and more than 25,000 blogs.
• Comprehensive media database – Armacost Antiques can access detailed information on print, broadcast and online media outlets and their journalists. They can also leverage the growing influence of consumer-generated media by targeting bloggers, using Vocus SBE’s blogger profiles.
• Performance Metrics – Armacost Antique Shows can track both the performance and distribution of their online news releases with SBE software. By learning who actually opened the email and clicked through its embedded links, Armacost Antiques Shows can refine their marketing strategy to target only the people who read their news.
• Media Distribution – Armacost Antique press releases have guaranteed distribution to Yahoo! News, Topix, Netvibes, the Pheedo Network, and inclusion to an opt-in email list of 34,000 journalists and 28,000 RSS feeds.