Akamai Promotions

During tough economic times it’s important to get the most value out of your marketing dollars. One of the first things I advice my clients to do is to build an integrated marketing campaign that is based on a strategic combination of advertising and publicity.

Effectively blending advertising and publicity in your marketing campaign provides you with many benefits. Advertising provides guaranteed placement in the media, complete control over the content, and it also helps maintain brand recognition. Publicity provides you with a wide amount of exposure for the least amount of money. It also enhances your credibility, because publicity has the implied endorsement of the media. In addition, publicity has longevity, because it provides you with a permanent record. By using publicity as strong component of your campaign, you can use advertising as a strategic complement. This will help you maximize your marketing dollars.

Building stronger relationships with your existing customer base is also a sound marketing investment during uncertain times. It is more cost effective to build customer loyalty with your existing customer base then it is to establish new clients. One of the ways businesses are effectively doing this is through the use of social media. Community and relationships matter online. Through the world wide web you can build better relationships with your customers.

It has become a standard for businesses to have professional websites. However, websites need to be more than just glitz and glamour. They also need to be search engine friendly. Learning how to set up your website for maximum search engine optimization is a worthy investment in your future. Internet use will only continue to skyrocket, and businesses need to get on board the technological wave or they will be at a disadvantage in the future.

Social networks such as Facebook and LinkedIn also provide free exposure to a worldwide pool of potential customers. Thousands and thousands of businesses are utilizing social networks to connect with new customers at virtually no cost. Blogging & micro-blogging are another way people are expanding their business networks, and establishing loyalty with existing customers.

Businesses are also leveraging their relationships with their customers by building their email list, and sending out ezines (newsletters delivered via email). By showing your customers through regular communications that you care about them, you strengthen your relationship and build loyalty. People will enjoy your ezines if you send them information that is useful to them. Develop a dynamic communication plan that shares your expertise, offers relevant information, engages your audience, and catches their eyes, and mind.

To learn more about marketing, publicity, and internet marketing, join Mary Traynor in her upcoming classes at VITEC-Continuing Education & Training, Maui Community College. February 2009 classes include Promoting Your Business in the Media, February 2 & 9, 2009. Under $15 with the A & B Training Bonus. A class in Internet Marketing & Publicity will follow on February 23, 2009. Under $10 with the A & B Training Bonus. For more information or to register please call VITEC-Continuing Education & Training, Maui Community College (808) 984-3231.

Women in search of the perfect spring renewal will be thrilled to know about an event I am working on called Boot Camp for Goddesses. The April 21st-26th, 2009 retreat is hosted by VITEC-Continuing Education & Training, Maui Community College. Led by international retreat leader, Sierra Bender, Boot Camp for Goddesses is a holistic fitness program that is designed specifically for women. Sierra has a four-pronged approach to health and fitness that incorporates the spiritual, mental, emotional, and physical. As I learn more about Sierra’s inspirational retreats, I feel it is just the thing I need to reinforce my New Year’s resolution of creating more balance in my life. Self-care seems to be the first thing to fall by the wayside when my life gets busy.


Boot Camp for Goddesses is designed for women at all levels of fitness. Women of all backgrounds will leave behind life’s demands and expectations, and return to their true Goddess nature. It’s a chance to reclaim and rejoice in your magic, mystery, strength, and inner beauty. Bender says the retreat is designed to “awaken women to their female spirit.”


Boot Camp for Goddesses features yoga, fitness workouts, hikes to sacred sites, detoxification, meditation, breath work, aromatherapy, energetic healing, a sweat lodge purification ceremony, and live African drumming and dancing. Also included are discussions on women’s health, nutrition, and healing. “To become truly powerful, you have to be fit in more than just your physical body”, says Bender. Boot Camp for Goddesses creates a safe haven to explore and embrace your truth.


Wow Sierra, the retreat sounds fabulous. I look forward to meeting you in April. A hui hou!

"Boost Your Business"

Is your business feeling the pinch of a sagging economy? Then now is the perfect time to boost your business with publicity. A well integrated marketing plan includes a media campaign with a strategic balance between publicity (free media exposure) and paid promotions (i.e., advertising). This article specifically addresses the benefits of publicity, because in my experience, publicity is the component of a media campaign that is the most misunderstood.

The most usual source of publicity is the media – public communication forums such as newspapers, radio, television, newsletters, and the internet. Publicity involves supplying the media with newsworthy and useful information about your product, service, or event. Your business will reap the rewards of free media coverage if an editor, reporter, or producer deems your story of interest to their audience. Examples of newsworthy information include things that are unique and interesting, first-time evers, expert advice on a timely topic, things that impact the local community, and news of national recognition for your company.

Publicity offers many advantages, and is very powerful. Through the mass media you can tell your story in great depth to thousands, even millions, of potential customers. Besides helping you get your message across, it provides the widest amount of exposure for the least amount of money. Small businesses and new businesses particularly benefit from publicity, because it is an effective means of building brand identity and establishing name recognition.

You can use publicity to educate, shape public opinion, enhance your image, and even reverse negative attitudes. The exposure you receive has longevity because publicity provides you with a permanent record. As you begin to showcase your expertise, publicity will give you the credibility that will open doors. In essence, a good publicity campaign will compel people to buy, invest, and do business with you.

Mary Traynor is a Publicist and Founder of Akamai Promotions. Learn how to create your own publicity campaign in her upcoming class, Develop and Implement a Successful Media Campaign, at VITEC-Maui Community College, November 10 through December 1, 2008 (four consecutive Mondays). Take for under $20 with the A & B Training Grant. For more information or to register please call VITEC-Continuing Education & Training, Maui Community College (808) 984-3231.

Over 3,000 Mauians had the rare opportunity to experience The Heart Shrine Relic Tour, February 22nd-24th, 2008. Co-hosted by The Maui Dharma Center and VITEC-Maui Community College, this international exhibit is an extraordinary collection of sacred Buddhist Relics. Sponsored by the Maitreya Project, the exhibit is touring the world upon the the recommendation of His Holiness the 14th Dalai Lama. The tour is dedicated to inspiring peace and loving-kindness across all faiths and beliefs.


This ancient collection includes sacred Relics of the historical Shakyamuni Buddha, his Holy Disciples, and other important Buddhist Masters. When the bodies of spiritual masters are cremated, beautiful pearl-like crystals are found amongst their ashes. In Tibetan Buddhism, these Relics are called Ringsel. The Ringsel are special because they hold the essence of the qualities of the spiritual master. These enlightened Masters deliberately chose to leave the Ringsel behind to provide future generations the opportunity to make a personal connection with them. The Ringsel are destined to be permanently enshrined within the heart of a 500 ft. statue of the Maitreya Buddha being built in India. It is due for completion in 2010.


The Opening Ceremony on Friday night was attended by hundreds of people, and was standing room only. The Shrine Room and Altar were gorgeously decorated. Prayers and blessings for world peace were offered by an interfaith group of Lamas, Reverends (Buddhist & Christian), and a Hawaiian Kumu. Tara Dhatu performed a beautiful dance of “The Eight Precious Offerings”.


On Sunday, the Maui community showed up in full force! Visitors patiently waited up to 2 hours for their chance to view the precious Relics. Due to a rainy day power failure, guests were treated to the ambience of the Shrine Room lit only by candlelight for a couple of hours. The Heart Shrine Relic Tour was far more than an exhibit. It was a deep and profound experience that I will always remember. It was an honor to serve as the Event Publicist, and as the Hospitality Room Coordinator. This special Maui event benefited many in our community, and touched many hearts. Mauians expressed their appreciation through generous donations given to the Maitreya Project. For more information on this special project please visit the Maitreya Project.