LIT Press Release

I thought since I've been blogging about cause marketing, I'd post a press release about a cause marketing "invitation only" event. Since the event was "invitation only," we were unable to pitch the foundation awareness piece, so we had to take a different angle on the release in order to get it into the media.

“Celebrate Style” Event on April 4th Showcases Cincinnati’s New Urban Edge

CINCINNATI, OH, March 21, 2008:

On April 4th, 100 of Cincinnati’s top influencers will celebrate something few expected the strait-laced “Queen City of the Midwest” would ever boast --- her own brand of urban style. The 12-ft. floor-to-ceiling windows of “The Edge,” an upscale, loft-style condominium development in downtown Cincinnati will provide the panoramic view for this invitation-only gala jointly sponsored by the Edge Condominiums, LIT, The 216 Foundation, Quest Marketing Solutions, Bang nightclub, Beluga sushi restaurant, and Bova contemporary furniture.

As upscale riverfront condominiums and trendy retailers like West Chester’s new Ikea spring up in what’s long been a conventional Midwest town, designers, business owners, athletes and other fans of urban chic are taking the time to celebrate. From the martini and sushi bar to the techno-pop music, the event is designed as the synergy of upscale and cutting edge urban design. Sponsor Ernie DiMalanta of Quest Marketing Solutions says, “I’m excited to bring together so many of our area’s design influencers in one place to celebrate this exciting advent of Cincinnati style.”
President and CEO Mark Pohlkamp of Cincinnati-based LIT, whose products will be showcased during “Celebrate Style” is characteristic of young companies excited by this trend in the city’s new urban chic. Says Pohlkamp, “LIT products are a perfect fit for the high-tech, contemporary look that’s finally come to Cincinnati. Their flexible furniture underglow softly accents with the light and shadow embraced by modern loft living.”

Pohlkamp adds, “LIT can set the stage for a hip party like this one as well as for an intimate evening at home. Urban design shows us that sometimes it’s the simplest things --- like lighting --- that make the greatest impression. My products are in use in other major metro areas like Miami, Los Angeles and New York. I’m excited to see Cincinnati developing an urban edge and for it to take off in my hometown!”
An After-Hours party will continue at Bang, billed as “downtown Cincinnati's premier nightlife location.” The 216 Foundation, a Cincinnati-based, non-profit organization that funds diabetes research, will receive a percentage of ticket sales.

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For additional information on “Celebrate Style” or on this release, contact
Ernie DiMalanta at 513.683.6999 or edimalanta@questmarketingsolutions.com. For additional information on LIT products, visit the company website at www.LITstyle.com.

Lend a Marketing Hand

United Way, YMCA, Salvation Army, Red Cross... These are just a few of the largest charities in the United States of America. Why do you know these and other philanthropic organizations? Because according to an article in www.onPhilanthropy.com, charities spend over $7 billion per year on marketing and public relations activities. Yes...It costs a lot of money to raise a dollar. So how do for-profit businesses leverage the marketing power of non-profit organizations? It's called cause-related marketing or cause marketing. This type of marketing effort is used to provide mutually beneficial results for both the business and charity involved... Below are three general categories that cause marketing programs fall under according to Cause Marketing Forum.

1. Transactional: Programs that elicit participation with an offer to make a contribution to a designated cause based on consumer activity such as buying a specific product, redeeming a coupon, registering at a website or shopping at a particular retail chain.
2. Message Promotion: Joint campaigns that raise awareness of a cause’s message (e.g. fight skin cancer) or participation in its programs (e.g. join us in a coastal cleanup) while building a positive association with the corporate sponsor or its brands.
3. Licensing: Independent Sector defines cause marketing licensing as “An agreement in which the nonprofit allows its information or knowledge to be used for a fee or an agreement in which a nonprofit's name is attached to a product. Typically, a nonprofit licenses a company to develop, produce, market and/or distribute a mission-related product that is promoted either with the organization's brand name or co-branded with both the company's and nonprofit's names.”

There are few “pure plays” in cause marketing; most programs combine two or three of these tactics.

Don't forget that there are many charities out there that are trying to get their message out to the masses. How can you use cause marketing in your mix to genuinely help those organizations while also advancing your own business image?

-Ernie DiMalanta

The Greatest Marketer Alive!

I truly believe that Jesus was the perfect example of High Touch Marketing. He was very targeted, his message was relevant, and his approach was personal. He is an inspiration to me personally and professionally, and I hope he is to you as well... Happy Easter!

Cliff Jumping

How dangerous is it to cliff jump into the ocean? I'm sure there are only a handful of business owners who would even dare do it and yet when it comes to their own marketing they cliff jump all the time.
It's human nature I suppose... When business is slow you put on your marketing & sales hat. When business picks up you put on your production & managers hat. When it comes to your marketing you can't think you can just stop all of a sudden. If you keep jumping off that cliff, eventually you may miscalculate the tide and hit the rocks below.

All businesses have to be marketing machines that just so happen to do their areas of proficiencies very well.

-Ernie DiMalanta

This Niche Stinks!

Now here's a niche for you. The other day my marketing coordinator and I were driving to check out our new location for Quest and we saw this sign on the side of the road, "Got Poop?" (I had to get a picture of it for this blog.)
Hopefully your niche market isn't as grotesquely aromatic as this one. However, if you have yet to zero in on one niche you may want to reconsider. Why? Let's say you want to increase brand awareness. This can be rather costly for most small to medium sized businesses if your market isn't manageable. One way to accomplish this is to segment your market and target your higher priority niches.
So go ahead... Pick up your pooper scooper and start looking for your niche.

-Ernie DiMalanta