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The Future of Marketing

Newt Barrett

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Top Stories by Newt Barrett

Jump Start Your Online Public Relations for Free They call it public relations for a reason.  Although PR methodology has focused primarily on getting the traditional media to write about your company or your client’s company, the goal has always been to influence ‘the public’, that is those members of the population that you want to impact positively. Thanks to the infinite reach of the Internet, you have the capability to extend that influence dramatically.  But, you need to change your approach and your toolkit as part of a 21st century PR strategy. If your primary public relations strategy still amounts to sending press releases to a finite number of media contacts, you fail to take advantage of the Internet.  You are not reaching the new influencers, to use Paul Gillen’s term. You need to do do more than reach those influencers. You need to take advantage of t... (more)

Can B2B Print Media Avoid the Fate of the Dinosaurs?

No. Their ever shrinking content reduces them from ‘must read’ to ‘why bother?’ For centuries, print magazines and newspapers had a publishing information monopoly. Even when the consumer universe began to rely more on radio and TV, the business to business media was the only route to the industrial buyer. This was true for both public relations and advertising campaigns. If you wanted to get to the folks who bought business products and services, you had to use print media to reach them. This virtual monopoly persisted unchallenged until the late 1990s when the internet interv... (more)

What is Your Unique Buying Proposition?

Toss Out the Company-Centric USP and Bring In the Customer-Centric ‘UBP’ to Underlie Your Content Marketing Strategy. Don’t get me wrong.  The unique part is critical.  But the age old concept of a unique selling proposition views the problem of positioning almost backwards. The idea of a unique selling proposition is that you need to differentiate yourself from the hundreds or thousands of other vendors with whom you compete.  Theoretically, if you have a really good USP, you can stand apart from all the same old same old that everyone else is selling.  I think it’s much better ... (more)

Why Local Newspapers Require Radical Reinvention to Escape a Very Grim Future

Local newspapers and business-to-business publications face similar challenges as drastic drops in ad revenue drive equally drastic drops in relevant and compelling content.  But for newspapers, ad revenue declines are exacerbated because the highly profitable classified advertising sections have almost disappeared as readers flock to the Internet.  Moreover, business-to-business magazines that are well positioned still offer uniquely valuable niche content that helps readers succeed. Their readers still count on them. That’s not so true for our local dailies. I believe that the... (more)

The Public Relations Secret Behind the $1 Million House Coupon Phenomenon

Big ideas can trump big bucks.  This is especially true in the new Internet-powered world of public relations.  Savvy marketers with minimal budgets can get pervasive press coverage that would have been impossible five or 10 years ago.  Just ask Tina Haisman, Southwest Florida PR professional, who was able to generate an astonishing amount of TV, radio, and print coverage far beyond Florida borders.  Tina’s challenge was to help a Southwest Florida homeowner that needed to sell his multimillion dollar mansion in a very tough real estate market.  The homeowner knew that he needed ... (more)