Posts Tagged ‘allocate’


2010 PR News Media Relations Conference: David Warschawski interviewed by Johna Burke, BurrellesLuce

Friday, December 10th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PR News Media Relations Conference. And I’m here with David.

David, will you please introduce yourself?

DAVID WARSCHAWSKI: Yes, I’m David Warschawski. I’m CEO of Warschawski. We’re a full service marketing communications firm.

BURKE: David, can you please share the tips with organizations on how to avoid losing money?

WARSCHAWSKI: That’s a great question, just finished talking about it. Let me give you four main tips. The first is, number one, get clarity of what your brand is, what makes you highly unique and relevant for your target audience, and create marketing communications around that. But until you have clarity of that, it’s hard to make sure that you’re using your money wisely.

Secondly, make sure you have clarity of who your target audience is. And not just clarity of your primary, but of your primary, your secondary and your tertiary target audiences. That way you can allocate your spending wisely, making sure that you’re hitting them with your key messages to move them to action so that your brand becomes resonant for them.

Third is make sure you’re not jumping on the bandwagon. Don’t follow the latest and hottest topics. So if social media isn’t right for you, you can’t sustain it or do a great job, as one example, don’t do it.

And last but not least, everyone has a great resource that should be used, and that’s your internal communications team, it’s your internal team in total. Turn them into brand ambassadors for you. Use them and leverage them. Make them the folks who on a day in and day out basis represent your brand in the most positive way. Fantastic four simple steps to make sure you’re spending your money wisely and getting the biggest bang for your buck.

BURKE: Thanks so much. And where can people find you online?

WARSCHAWSKI: Best is go to our website, warschawski.com. I’ll spell it for you. It’s W-A-R-S as in Sam C-H-A-W-S as in Sam K-I-dot-com.

BURKE: Great. Thank you so much.

WARSCHAWSKI: Thank you.