The second we take our eye off this target is the second we're providing marginal services to most clients. In general, mass mailings of releases with no calls are least effective. Two exceptions, however, are very powerful stories and stories of high interest to a large number of media. Merchandising keeps the publicity out in front of the sales team, distribution channels, referral sources, and prospects. Merchandising motivates and educates distributor and company sales forces.
Salespeople appreciate the flow of informative material they can use with customers.
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