Nation Branding and Place Marketing – V. Promotion, Sales, Public Relations, Marketing, and Advertising

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Advantages have to be communicated to potential customers if they are not to remain unrealized potentials. Moreover, communication alone – the exchange of information – is not enough. Clients have to be influenced and motivated to visit a country, invest in it, or trade with it.

V. Promotion, Sales, Public Relations, Marketing, and Advertising

Advantages have to be communicated to potential customers if they are not to remain unrealized potentials. Moreover, communication alone – the exchange of information – is not enough. Clients have to be influenced and motivated to visit a country, invest in it, or trade with it.

This is where promotion comes in. Not to be confused with marketing, it is concerned with setting up a trained sales force, and with advertising, sales, and public relations.

We deal with sales forces at length in our next installment. Suffice to say, at this stage, that poor countries will be hard pressed to cater to the pecuniary needs of high-level and, therefore, expensive, salespersons. Setting up a body of volunteers under the supervision, guidance, and training of seasoned sales personnel maybe a more suitable solution.

Advertising is a different ballgame. There is no substitute for a continued presence in the media. The right mix of paid ads and sponsored promotions of products, services, and ideas can work miracles for a country’s image as a preferred destination.

Clever, targeted, advertising also ties in with sales promotion. Together they provide the customer with both motivation and incentive to “buy” what the country has on offer. Brand switching is common in the global arena. Investors and tourists, let alone exporters and importers, are fickle and highly mobile. This inherent disloyalty is a boon to new and emerging markets.

An interesting and related question is whether countries constitute similar or dissimilar brands. In other words, are countries interchangeable (fungible) as investment, tourism, and trade destinations? Is cost the only determining factor? If countries are, indeed, mere variants on given themes, acquiring and sustaining permanent market shares (inducing a market shift) may prove to be a problem.

The answer is that the issue is largely irrelevant. Specialization and brand differentiation may be crucial inside countries – in domestic markets – but, they are not very important in the global arena.

Why is that?

Because the global marketplace is far less fractionated than national markets. Niche investors, off-the-beaten-track tourists, and boutique traders are rarities. Multinationals, organized package tours, and commodity traders rule the Earth and they have pretty similar tastes and uniform demands. Catering to these tastes and demands makes or breaks the external sector of a country’s economy.

Enter public relations.

While advertising and sales promotion try to access and influence the masses – public relations focuses on opinion-leaders, decision-makers, first-movers, and tipping points. Public relations is also concerned with the country’s partners, suppliers, and investors. It directly appeals to major tour operators, foreign legislators, multinationals, and important non-government organizations (NGOs), as well as regional and international forums.

As the name implies, public relations is about follow-up (monitoring) and relationships. This is especially true in the country’s dealings with the news media and with specialized publications. Press conferences, presentations, contests, road shows, one-on-one meetings or briefings, seminars, lobbying, and community events – are all tools of the twin trades of marketing public relations and image management.

A recent offshoot of the discipline of public relations – which may be of particular relevance and importance where countries are concerned – is crisis management. Public awareness of crises – from civil wars to environmental disasters – can be manipulated within limits of propriety and veracity. Governments would do well to appoint “public policy and image advisors” to tackle the periodic flare-ups that are an inevitable part of the political and the economic dimensions of an increasingly complex world.

Yet, even governments are bottom-line orientated nowadays. How should a country translate its intangible assets into dollars and cents (or euros)?

Roofing Costs

By the way, if you’re looking for roofers in Dublin, check out Ace Roofing – they sponsor this blog!
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Roofing Costs

You are lying on your soft spacious bed enjoying the comfort and perks of a beautiful life, while there is a heavy downpour outside. You are oblivious to the winds brought by the rain, which you could care less. Suddenly, you feel droplets of water coming from the ceiling touching your face. You freaked out when you find out that your roof is leaking. The message you get is very clear; your roof needs immediate repairing.

Roof repair whether minor or major, signals that you are going to shell out money from your savings. Figuring out how much will it cost you for a reroofing job will help you as to how much money you will actually need for this project. Estimating roofing costs is quite a time consuming task. If you are no expert in getting the right roofing cost or at least making the most logical approximation, then you might probably need the professional’s advice. Roofing companies provide roofing costs estimation services for roofing or reroofing jobs.

Now, the questions had dawned you. How much does it cost you to hire a contractor just to get that reroofing service? Can you really afford to pay the service? Is the estimate fair enough? Answering these initial questions is the first step. The next step is finding out if you can assess the damage by yourself and make the necessary calculations by yourself.

If you want to try to do it by yourself, then you would have to inspect the extent of the damage. Of, course you can try to think like a pro. Putting yourself on the contractor’s shoes is a brilliant idea for an amateur like you. When doing the round, you have to find out what portion of your roof that needs to be replaced and how many sheets are needed. Look into some areas that need to be repaired like the deck, the vent, the roof frame or the gutter. Assess which one needs immediate attention. Prioritize those that are badly torn out.

If you have gathered all the details of your reroofing project, you can now start deciding which roofing materials and products you are going to use. You can start canvassing for the right material to replace the old ones. Don’t be afraid haggle for prices and ask for freebies from your supplier. In this way you can save more than having it done by a contractor right away.

Now that you reroofing project is done you can sit back and relax and enjoy the comfort and perks good life once again, even if it rain cats and dogs. You have just licked off the concern of roofing costs wisely.

How to Hide Wood Paneling

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How to brighten up your tired wood wall paneling situation.

Guest post today from Active Paving – Dublin patio specialistsfor many years.

wood paneling replacement, home decor, home decorating tips

You detest the old paneling in your home, and it’s to expensive to replace it, but you can’t stand living with it any longer. In fact it’s so bad that it depresses you, and you’ve actually thought about selling the house just to get away from it. Don’t despair you’re not alone with that ugly wood paneling; there are a million others that live with it too. There are a few repair tricks that you can do that will get rid of the ugly wall paneling in your home. Take some time and learn about some steps to solve your wall paneling dilemma.

The list below is just a few of the ideas that you can use to brighten up your dingy 70s wall paneling situation. Be prepared for some elbow grease, but it’ll be better than looking at the wall paneling.

Painting the Paneling. The number one rule to remember with painting paneling is that you just can’t slap some paint on it and expect it to look professional. It will look tacky if you do. Paint will run and paneling will show through as it absorbs the paint which could also cause yellow streaks to run in the paint. Surface preparation is the key to all of the paneling in your house. Begin with a good cleaner that will degrease the muck and build-up on the paneling. You’ll need a gloss remover after you apply the degreasing solution to the paneling. Never apply the gloss remover over large areas. Rub the area in the direction of the wood grain over smaller sections. Let set for about 30 min. and then apply the primer. Don’t try to remove the gloss remover. This will need to stay on. Next apply the primer over frame areas and baseboards. If the wood paneling is showing through after the first coat, let it dry, and go back over it with a second coat. If you don’t it will come through your regular paint, and your effort is wasted. Keep applying the gloss remover over small sections and priming until you’re finished. Let it dry over night and then add the caulking in the unsightly grooves of the paneling. Remove excess with a putty knife. Let dry completely over night. You’re then ready to start painting your first coat of paint. Let dry according to directions and then put a second coat on.

Painting Wallpaper. In some of the nicer wallpaper stores you can find wallpaper that can be painted. This will give the appearance of a painted wall. It’s a wonderful idea to be able to pick what color you want and get rid of that dingy awful looking wood paneling. You can add other colors to give it a 3-D effect too. First clean with a good degreaser and let dry. After drying go in and fill in each groove with a caulk to get rid of wall paneling ridges. Clean excess caulk with a putty knife and dispose of. It’s necessary to do this because your lining and wall paper will not have a firm surface to stick too. Next buy a good primer at your local hardware store, and prime all of the paneling. An extra step is needed when papering your walls by applying and sizing to them. It’s sticky and will keep the wall paper sticking to the paneling. Hang your wallpaper according to directions. You’ll need to soak the paper in water, and then hang after a few minutes. You’re ready then to paint your wallpaper with your favorite color or colors. Take note of special instructions for painting wallpaper from the paint manufacturer.

Glazing the Paneling. You can add a nice shine to your paneling too by glazing it. First clean the paneling with a degreaser. Next add a color that you like and paint it. Let it dry overnight. Secondly mix a satiny top color with a glaze in the correct proportions. Read instructions with your paints for a correct mixture. Paint over small sections of the paneling, preferably one or two sections at a time. Depending on how much shine you want wipe off excess glaze with a clean rag. When done always clean your brush with mineral oil, and let drive over night before storing them for future projects.