The Byline: PR and Marketing Insights from Eiler Communications

Finding a job in Michigan may be challenging, but it’s not impossible.

Matt Roush, editor of the Great Lakes IT report and technology editor at WWJ News Radio 950, gave a presentation July 17 to Automation Alley and the Entrepreneurial Institute of Southeastern Michigan highlighting some of the positives in the Michigan economy today.

Although large companies and manufacturing industries are consistently losing jobs, small entrepreneurial companies are slowly gaining jobs. The challenge is to know how to encourage more of this kind of growth. Some of the things Michigan has going for it in this area include: engineering talent, great research universities such as the University of Michigan, Wayne State University and Michigan State University and a welcoming environment for business.

There are some steps that can be taken in order to create a healthy environment for these businesses to survive. They include: increasing entrepreneurial K-12 education, increased acceptance and understanding of the risks associated with entrepreneurial businesses and a better understanding of the role of public relations in these ventures.

Many companies in the high-tech, healthcare and problem solving industries are growing and hiring. NSF International, a public health and safety company, is one of those companies. In 2007, NSF hired 117 people in the United States. So far 68 people have been hired in 2008. The company is averaging 31 open positions per month. NSF employees also have opportunities for internal moves – 46 employees were promoted or transferred through the month of June.

High-tech players in Ann Arbor, Michigan, Linux Box and Genetics Squared have also grown and hired this year.

“It’s simply not true that tech jobs are moving to India and China,” Roush said. He went on to say this is what some high school students are hearing from their counselors, despite the inaccuracy of the statement.

The companies who are experiencing growth are often the ones who are able and willing to adapt to the changing economy.

Plexus Systems, a company that provides business software solutions, added 30 jobs in Michigan in 2007. In 2008, the company will create more than 100 more positions.

Want another example? Meditrina Pharmaceuticals Inc., Velcura Therapeutics, NanoBio Corporation and ProNAi Therapeutics have all moved some of their business to Michigan. These pharmaceutical companies have also been adding jobs.

Creativity, high-tech skills and willingness to take an entrepreneurial risk may be one path to success for Michigan.

Beth

CEO of Eiler Communications Larry Eiler gave a presentation at Eastern Michigan University entitled PR in Marketing: How the Lines Are Blurring as Technology Grows as a Driver. Here is a brief recap…
I. PR in the Marketing Mix
• PR has always been a key component of any quality marketing program
• It has some inherent advantages that gain it recognition as an authoritative independent source
• Third-party veterans of user, analysts
• It use to be one separate element in the mix
• Now it is everywhere because technology has made a new breed of journalist
• The content may be used in any marketing technique
• The Lines between advertising PR and other techniques have blurred
• A company’s reputation depends on trust. Truthful PR stories can build that credibility

Phil

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Internet marketing strategies — a topic many people are educating themselves about — will be discussed by experts at the annual e2detroit conference next Tuesday,October 2, 1:30 - 3:10 p.m. Matthew Naegle, a Google AdWords strategist in Ann Arbor; Linda Girard, founder and visinary of Pure Visibility, an Internet marketing firm in Ann Arbor; and Apurvi Desai, marketing and PR manager of Asterand, Detroit; will join me to present a focused overview of what Internet marketing is all about. We’ll be in the McGregor Conference Center, room J, for two 50-minute presentations.

Lots of people want to learn about new media and how to use the Internet to reach customer and make sales. This sessions is aimed precisely at what people want to know. What is Google AdWords and how does it work to help me reach customers? What is SEO (search engine optimization) and how can it work for me? How do I unify various new media Internet techniques to be the best for my business?

Mr. Naegle will cover AdWords; Ms. Girard SEO; and Ms. Desai how various strategies with Internet marketing tools work together to benefit your business.

They’ll answer a series of questions that I will pose, including:

What is needed to be successful with an Internet marketing strategy?

What about budget?

How do I drive more leads to my site?

How do I get started?

What future innovations is Google planning in terms of on-line marketing?

Why is performing visitor behavior analysison your site important?

With the Internet growing rapidly as a source for reaching customers directly to generate knowledge of your business, you will want to hear from these leading people and companies.

Posted by Larry

The new term “Google Effect” will come to have a very precise and good meaning for the Ann Arbor Region, and Michigan, as we move forward with economic development. Coined last week by SPARK CEO Mike Finney in an interview with Tom Henderson of Crain’s Detroit Business, it referred to the new move to Ann Arbor of Barracuda Networks, a Silicon Valley based anti-spam, anti-virus software firm.

“Google Effect” refers to Google’s moving here last year and the positive flow of interest in our region due to our number one position in the recent Knowledge Worker Quotient survey by Expansion Management magazine.

Top 10 Knowledge Worker Metros

1. Ann Arbor, Mich. MSA
2. Washington-Arlington-Alexandria, D.C.-Md.-Va.-W.Va. MSA
3. San Francisco-Oakland-Fremont, Calif.
4. Boston-Cambridge-Quincy, Mass.-N.H. MSA
5. Durham, N.C. MSA (tie) San Jose-Sunnyvale-Santa Clara, Calif. MSA (tie)
6. Boulder, Colo. MSA
7. Madison, Wis. MSA
8. Iowa City, Iowa MSA
9. Ithaca, N.Y. MSA (tie) Seattle-Tacoma-Bellevue, Wash. MSA (tie).

It is good to have some positive news to report so let’s all be aware that economic recovery takes time and will occur periodically.

Larry Eiler