Our Own Executive Profile

Richard Lenz's Executive Profile

Lenz, Inc. President and CEO Richard Lenz is featured in The Atlanta Business Chronicle’s “Executive Profiles” section today.

The article honed in on Richard’s passion for “the written word and the sound of it.” And making a business out of both. The founder of Lenz, Inc. has a long history of being able to flavor the creative with a marketing slant. The article covers Lenz’s ventures into literature with the AJC Decatur Book Festival, broadcast media with the new radio program The Weekly Check-Up, and music with Red Eye Gravy Records.

Pick up a copy on newsstands around town, or read more here.

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The Three Ps of Public Relations

Every marketing textbook tells you there are four Ps of marketing — price, product, placement, and promotion.

What the textbooks don’t tell you is that in the rapidly evolving world of public relations, there are three more Ps to remember — personal relationships, patience, and persistence.

Now that social media is more compelling than the printed press release, it’s easy to hit the send button and move on to the next big thing. However, building personal relationships with reporters and exercising patience and persistence pay off in the long run.

Below are two examples how our Lenz PR team used all three Ps of Public Relations to help our client Resurgens Orthopaedics:

Resurgens doctor Antenor Velazco: 

We first wrote about Dr. Antenor Velazco in February of 2010. After learning that he is an ultra marathon runner who travels the world to compete in races of up to 100 miles, we were hooked on his story. Reporters were interested, but never took the time to write about him.

But our PR Director Ryan Klee persevered. We tried to time the story to the 2010 Peachtree Road Race, but no luck. The story stayed in our files, resurfacing every few weeks. We nudged our contacts periodically as the months went by, but no bites. That’s when a personal relationship came in handy. When a reporter for the Atlanta Business Chronicle asked about candidates for their Executive Profile feature, Ryan immediately thought of Dr. Velazco. We quickly updated our story and sent it over. The result: a major feature in the Friday, Aug. 26, 2011 issue of the Business Chronicle.

http://www.bizjournals.com/atlanta/print-edition/2011/08/26/running-marathons-gives-surgeon-second.html

Resurgens patient Larry Castillo:

We regularly write patient success stories for the Resurgens Orthopaedics web site. http://www.resurgens.com/media/success-stories

And we are often able to interest local reporters in how Resurgens patients successfully return to their favorite activities after their treatment. But like the story on Dr. Velazco, some stories take longer than others to generate media interest.

We completed a release about Resurgens patient Larry Castillo on Jan. 4, 2011. Dubbed “the bionic man” by his doctor, Larry continues to win canoe races even after 16 different surgeries over two decades to repair his shoulders, hips, knees, and back. We loved Larry’s story, but knew mid-winter wasn’t the best time to make the local news. So we patiently waited, contacting local reporters periodically to tell his story. Then in mid-summer, our patience paid off. Both The Atlanta Journal-Constitution and Fox5 News told Larry’s story to a citywide audience.

http://images.burrellesluce.com/image/10873/10873_1602

http://www.resurgens.com/media/news/2011/07/resurgens-orthopaedics-patient-featured-on-fox5

So yes, we’re always ready to respond to breaking news and help our media friends connect with our clients. But we’ve learned that the proactive process of interesting media in feature stories takes time. And we’ve found it’s well worth the effort.

— Alice Murray

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Decatur Book Festival Just Around the Corner

2011 DBF Poster art by Scott Sanders.

“Decaturites” sense the excitement in the air, and have reportedly heard the stomping of Bookzilla echo ominously around the square. The AJC Decatur Book Festival is finally upon us.

As the host of the Author Hospitality Suite, Lenz anticipates welcoming authors from around the nation and world to the Festival. In our six years of marketing the Festival Lenz has witnessed Decatur become a literary destination of the Southeast with the Festival’s exponential growth.

This year the Festival once again will be bringing over 300 authors to our hometown. Festival-goers are looking forward to a bevy of events unique to this year including an adaptation of the Brer Rabbit Tales for the Atlanta Opera, a commemorative 9/11 storytelling event, and a ruthless, game-show-style match between competing writers.

Lenz is proud to present the Business and Marketing track this year. The Business and Marketing track features best-selling authors Greg Lindsay, Danny Kofke, Jim Beach, David Beasley, Chris Hanks, and Barbara Giamanco to discuss topics ranging from growing your small business to leadership strategy.

Our PR team has been busy this summer garnering media hit after media hit. Check out the interview Program Director Terra Elan McVoy did for this Sunday’s AJC, and an interview in Publisher’s Weekly with executive director Daren Wang. Even Bookzilla was interviewed.

Join us this weekend to understand firsthand what it means to have a massive celebration of the written word in all its forms and flavors. Understand that the Book Festival is more than a capstone to the summer season – it’s a Decatur institution.

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Lenz Launches The Weekly Check-Up with Dr. Bruce Feinberg

Good health and good living is at your fingertips with Atlanta’s newest healthcare news and information program—The Weekly Check-Up with Dr. Bruce Feinberg—airing Sundays at 3 p.m. on AM 750 and NOW 95.5 FM News/Talk WSB. The show, produced by Lenz, debuted on June 12.

The Weekly Check-Up with Dr. Bruce Feinberg is brought to you by Radiotherapy Centers of Georgia and will address a wide range of topics about healthcare, from current events and healthcare policy to daily tips for better health and fitness.

The live, hour-long show will include caller questions, fielded by featured guests and the show’s host, Atlanta oncologist Dr. Bruce Feinberg.

Dr. Feinberg called the show an important addition to the comprehensive information already provided by News/Talk WSB, the dominant Atlanta radio station for adults 35+. News/Talk WSB reaches 1.2 million quality listeners every week.

“We will help Georgians separate fact from fiction on the healthcare horizon as we discuss the latest news and treatment options for a wide variety of health issues,” he said. “We want to educate, inform and enlighten listeners and help them become equipped to live a better and healthier life.”

Dr. Bruce Feinberg is widely recognized as a healthcare visionary, possessing a unique understanding of how health issues transcend Washington, D.C., hospitals and doctors’ offices, and each of our daily lives. Previously, Dr. Feinberg was instrumental in establishing Georgia Cancer Specialists, a Top 10 private cancer practice in the U.S. and a leader in advanced cancer treatment and research. Dr. Feinberg is the author of two best-selling books, Breast Cancer Answers and Colon Cancer Answers, and is often consulted by the national media, including The New York Times, Wall Street Journal, Forbes, and CNN.

Produced by Lenz, Inc., Atlanta’s leading healthcare marketing firm for two decades, The Weekly Check-Up with Dr. Bruce Feinberg is brought to you by Radiotherapy Centers of Georgia and will include featured guests from various healthcare fields, interviews with health and fitness experts, and tips to help people live better and healthier lives.

I Think We’ve Created A Monster

The AJC Decatur Book Festival, presented by DeKalb Medical (AJC DBF) held its annual Press Launch Party at Eddie’s Attic Thursday – it was a smash, err, a monster mash?

The Launch marked the return of the formidable but loveable AJC DBF mascot, Bookzilla, the announcement of the keynote speakers, and a chance for the media, sponsors, and AJC DBF Board members to re-connect over refreshments, live music, and a shared passion for what has become the fourth largest book festival in the nation.

Our office has been a flurry of excitement in preparation for this event. We take pride in helping the festival get off the ground. As we looked over the crowd of friendly faces last night, we again were reminded of why we love Decatur and the Festival.

The 2011 AJC DBF poster, masterfully designed by Scott Sanders, was unveiled to much excitement. Even Bookzilla himself was impressed – didn’t you see his tweet?

Speaking of which, Lenz is managing all social media for both AJC DBF and Bookzilla. Follow both on Twitter and Facebook for contests, comic musings, and informative festival updates.

And be sure to check out the official 2011 AJC DBF website www.decaturbookfestival.com. The website is better than ever; a clear and artfully designed guide to all things book festival.

Lenz was the first festival sponsor and has been a gold-level sponsor for every festival to-date. Last night was a proud moment for the Lenz team. Seeing a crazy-scheme to get book lovers together grow into a massive celebration of the written word with a beast of mascot – it’s a monster that just keeps getting bigger.

Good Customer Service Is Effective Marketing For Fry’s Electronics

One of our new flat-panel displays that I bought at Fry’s Electronics stopped working, so I needed to exchange it. One problem: misplaced receipt. However, due to good customer service on Fry’s part, I was able to exchange it today.

As I carted the monitor from my truck back into the store, I was worried that I was going to get the run-around due to me not having the receipt. The customer service person I dealt with not only greeted me with a smile, he said “No problem” when I told him that I did not have proof of purchase.

He offered to look up my previous purchases using my credit card, and once he did, he informed me that it was outside of the standard time that they allow returns/exchanges without a receipt. But he (with a manager’s help) bent the rules so I could get a new working display.

Not only did he make me a happy customer, I ended up exchanging the faulty display for a better (more expensive) model.

Thank you Fry’s!

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ChemoOrders.Com: The Anatomy Of A PR Campaign

Presently, Lenz is orchestrating a PR campaign for ChemoOrders.com—a free web site that helps doctors and nurses administer current chemotherapy treatments in a more accurate and efficient manner. While it may not sound exciting, ChemoOrders.com may revolutionize the way cancer care is delivered to millions of patients. But only if people hear about it.

So, our challenge is to take a new product and make it a household name…without the luxury of an advertising budget. That’s where PR, or public relations, comes in. We need the media to write and talk about ChemoOrders.com for free. Thankfully, we’re not asking for favors. That’s because PR is “at its best, a win-win partnership between publicists, the clients whose products they promote, and journalists,” according to Eric Yaverbaum, Co-founder and president of Ericho Communications. That means a good story benefits everyone. We’ve got the story. Now, we just need to push persuasive messaging to the appropriate media with repetition.

Here’s how we’re doing it.

PLANNING To organize the process, we developed a publicity plan that includes a product summary and key messaging, goals and timelines, the media we’re targeting, and the distribution channels we’ll use. The publicity plan spells out where we want to go and how we’ll get there.

PRODUCT SUMMARY AND MESSAGING Step one is understan ding the product you are pitching so you can recognize and communicate its relative benefits. With ChemoOrders.com, Lenz is in a unique position because we assisted in product development––we helped create the site’s intricate coding that matches patient-specific information with an appropriate treatment plan at the touch of a button. So, we know the product, but need to tell its story to everyone else. Unlike many PR campaigns, this one isn’t marketing our product against others, but against the status quo, or current way of doing things.

Therefore, our messaging aims to meet two objectives.

1) Explain ChemoOrders.com’s benefits over the standard way of prescribing chemotherapy. To do that, we state in our press release that ChemoOrders.com enhances patient care in three measurable ways: a. By providing oncology professionals the latest treatment protocols, with strict adherence to the published dose, schedule, and administration guidelines. b. By dramatically increasing the efficiency with which chemotherapy orders and related documents are generated. c. By significantly reducing prescribing mistakes, administration errors, patient risk, and physician liability.

2) Address any perceived barriers to entry, i.e., reasons doctors and nurses might be hesitant to start using our new product. Persuading people to change behavior is difficult under any circumstances, but it’s nearly impossible if it takes more time, costs more money, or yields unknown results. We needed to communicate that, here, the opposite is true, so we developed the tagline “Fast. Free. Reliable.” and extended this theme across our messaging.

GOALS AND TIMELINES After some preparation in December, we decided the first phase of the campaign will run January – March. After three months, we will measure the results, evaluate our status, and determine what to do next. It’s always a good idea to set measurable goals, and to recognize the difference between PR goals and product goals. A PR goal would be 50+ media hits. A product goal would be a 50 percent increase in web traffic.

TARGETED MEDIA For starters, we identified three primary media audiences that will help us promote the product. Dozens of media outlets fall within each category.

1) Trade publications Oncology professionals read oncology publications, which are often hungry for relevant content. Getting ChemoOrders.com coverage here shouldn’t be too difficult, but will raise the web site’s profile among our target audience.

2) Local media In Atlanta, we consider local media to be everything from the Atlanta Journal-Constitution to the free dailies that collect dew on your front lawn. The audience isn’t as targeted, but doctors and nurses also read mainstream media, and the cumulative effect of a dozen stories in the Atlanta press could dramatically increase web traffic and catch the eyes of our primary target, the national media.

3) National health and business media This is unquestionably the largest investment of resources, but offers the greatest return as well. Whereas the trades and local publications might reprint your release the day they receive it, landing a story in the Wall Street Journal usually takes connections, weeks of effort, and plenty of luck. But the pay-off is huge: A single article in the WSJ business section could transform ChemoOrders.com into the new standard of cancer care.

DISTRIBUTION CHANNELS With the ChemoOrders.com release, we’ll use three primary distribution channels. I’ve listed them here from most narrow to most broad.

1) Mailing Members of the media love personal attention, and so small, memorable gifts that don’t insult their integrity can go a long way. We’ll pick a targeted group of reporters we want to cover our product and send them a package with the press release, some information about Lenz, and a token gift that is relevant to the story—perhaps a ChemoOrders.com pen or mouse pad. Each package goes out with a personal note. One week later, we’ll follow up, ask about the gift, and see if we can help with a story.

2) Blasting Through the years, Lenz has developed a deep database of local, regional, and national media contacts that we push our clients’ news out to on a regular basis. It’s too long and varied to deserve the personal attention described above, but they’ve covered our stories before, know our names, and will return our calls. We hit each of these contacts with a blast email or fax, depending on their preference.

3) Wiring Like many PR agencies, Lenz subscribes to a newswire service that distributes our clients’ releases to thousands of media outlets nationwide. These are people we don’t know personally, but want to reach. The distribution can be specified state-by-state or nationwide, to a general or specific news field, or to a combination of both. Equally important is the service’s ability to post our release on dozens of news wires where reporters often go looking for an interesting story on a slow news day.

CUSTOMER SERVICE ChemoOrders.com.com is one customer of ours. Each of our media contacts is another. We try to serve them well. Reporters are more likely to cover our story when it’s easy for them. We give the media our cell phone numbers and return their calls immediately. We supply additional product details and background information on their interview subjects. We ask what else we can do. Like all sales, selling to the media is about developing a relationship. We make sure ours are good ones.

TRACKING There’s nothing more satisfying than learning that all your effort produced a story, and nothing less frustrating than wondering if your product was covered somewhere without your knowledge. That’s one reason we track the media we get. Another is to show our clients that their investments are paying off. We track the media in these ways

1) We read everything we can Don’t make this your only tracking method because you’ll miss something. But, reading for yourself provides a sense of your product’s visibility to the average consumer.

2) We ask the media to let us know if something is running Be careful with this one, too. Most reporters are too busy to let everyone they write about know when something is running, and some resent the request. Still, your media relationship should be a partnership focused on producing quality news. When this is the case, your contact might be as excited about the story as you are, and more than happy to call with the big news.

3) We use media alerts Google, like most of the search engines, offers free and unlimited news alerts. We get an email when our selected keywords appear on their news page, and they get another web visitor. It’s win-win, but not 100 percent reliable. A lot can slip through the cracks. You’ll learn this when the local paper covers your story, but Google never lets you know.

4) We use tracking services Tracking services are the most reliable way to determine if your story has run. They use similar technology as Google––with an added manual component––but cast a much wider net that picks up more news. There is an expense involved, but Lenz, like most PR agencies, offers the service to its clients for free.

SAYING “THANK YOU!” Journalism can be a thankless profession. When a reporter covers our story, we let them know how much we appreciate it with a hand-written note and phone call. They deserve it, and will remember us next time.

Best Marketing Advertising Company In Atlanta?

I was recently in a meeting with a prospective client, and she asked me if Lenz was the best marketing company in Atlanta for her particular business. I told her that I believed we were, due to our many years of experience in her field, and then I gave her some advice as to what I would do if our roles were reversed.

If I were looking to hire a marketing firm, I would take a multi-pronged approach:

The first step would be to use Google to find out who claimed to be the “Best” in my area. And by going through their web site, I would quickly find out how good they are by evaluating their client list as well as the work that they have done. You can tell who is trying to game the search engines by just looking at the content of the sites you visit.

Secondly, I would ask my trusted business network about who they used, and if they had any recommendations.

Thirdly, I would contact a few companies that I was interested in, and see if I could talk to some of their current clients. Nothing beats a referral from a satisfied client.

Once identified, the final step for me would be to meet with the marketing firm and make sure we were compatible before going forward. I wouldn’t want to waste their time or mine.

After I gave her my honest advice, she felt like she could trust me and I closed the deal (she had been referred to me by a previously-satisfied client.)

I promised her that after we were done with the project, she would also have the impression that Lenz is the best marketing advertising company in Atlanta.

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Lenz Launches Better Eyesight Is In Your Future Campaign for Georgia Retina

Lenz recently launched a major media campaign for Georgia Retina—the largest retina-only private practice in Georgia—with the theme Better Eyesight Is In Your Future.

The spring 2011 campaign on radio stations WSB 750AM and 95.5 FM focuses on the cutting-edge services the practice provides. The nine physicians of Georgia Retina are board certified ophthalmologists who specialize in treating conditions of the retina and vitreous. The practice, with eight locations in the metro Atlanta area, selected Lenz in 2010 to shape their communication efforts.

The campaign messaging stresses that for the past 15 years, Georgia Retina has built a solid reputation based on the belief that providing the best care starts with the minds behind the technology:

“Look into the future, and what do you see? Whatever it is, you probably didn’t include quality eyesight on the list. But for people facing chronic vision loss, their future is unclear. Thousands of Georgians are affected each year, and thousands of Georgians turn to the innovative offices of Georgia Retina for help.”

The radio spots direct listeners to a landing page on the Georgia Retina web site where they can learn more about the practice.

Lenz and the Decatur Book Festival: Building a Monster

If you want to know how important marketing communications have been to the success of the Decatur Book Festival, just ask Executive Director Daren Wang.

“Without Lenz, the Decatur Book Festival as we know it wouldn’t exist,” he said. “From the festival’s inception, Lenz has been the driving force behind one of the most comprehensive and influential marketing efforts I have ever seen.”

As the festival enters its fifth year, excitement for the event continues to mount.

The annual Labor Day weekend bash on the Decatur Square has become the nation’s largest independent book festival and fourth largest overall. This Labor Day Weekend, more than 300 authors and tens of thousands of attendees from across the Southeast will converge in downtown Decatur for book signings, author readings, panel discussions, an interactive children’s area, live music, parades, cooking demonstrations, poetry slams, writing workshops, and more.

Lenz develops and manages every aspect of the festival’s marketing communications effort from strategy and brand development to implementation in key areas such as design, PR, web development, e-marketing, advertising, and signage.

Lenz was the first festival sponsor and has been a gold-level sponsor for every festival to-date. Lenz also hosts the author hospitality suite each year.

Lenz president and festival board member Richard Lenz said that promoting the book festival is at the heart of Lenz’s mission. “We are proud of our contributions to the festival,” he said. “But we are even prouder of our partnership with the team that puts on the event and our association with the Decatur community. Celebrating and promoting reading and literacy is the epitome of cause marketing.”