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Actual for You - 8 Ways to Use Local Publicity to Drive Your Business
Many economists rely on economic indicators to predict consumer spending and the health of the wealth of a nation. Using such data they can predict economic trends, business cycles and industry movement. It is amazing all the data available out there and all the different methods that are considered mainstream economic theory. Yet so often we fail to see the most obvious trends. For instance simple things like non-profit carwash fundraiser donations above ticket prices or the volume of cars pulling in with drivers freely willing to donate for a good cause. Additionally one of the best economic indicators I have seen is the average garage sale earning in middle class neighborhoods.In fact garage sale economics is a very valuable indicator, but the hotshot academia Professors at the University Level is completely blind to anything that obvious. The number of garage sales is an indicator of tapped out
might even suggest that you don’t wish to be paid if your contact
information (your web URL, number, etc.) is included with each
column. You’ll be providing great no-cost content for the paper
and generating strong local exposure -- and credibility -- for
your business.
4) Conduct a No-Cost Seminar.
Financial planners and real estate pros have known for years that
free seminars are a great way to drum up business and get local
publicity. Try developing a one or two hour seminar in your
field of expertise and offer it to the public. Make it meaty --
it can’t simply be a promo pitch. Here's some ideas to get your
creative juices flowing:
Just now a student got his graduate degree. He is now officially a doctor. In the same moment, a doctor performed his umpteenth operation successfully. Both hold only a graduate degree. Whom would you consider more skilled?Just now a student got his degree. He is now officially a mechanical engineer. In the same moment, a mechanical engineer was part of a team working out the aerodynamics of a new concept in car design. Whom do you consider more competent?Apply the same concept to your recruitment, will you? Just now there are two aspirants waiting outside your room. One of them is a fresh person with dynamic vision and high hopes. The other is a seasoned professional who guarantees results. Whom would you consider for your vacancy?Consider one consideration. Rather than bluffing the seasoned pro away just because he doesn't have a degree, take a second look inside your own collar. Wh
nice story in BusinessWeek or USA Today is something to
celebrate, there are times when you need to grab attention a bit
closer to home.
If your business draws its clientele from a specific town, city
or region, focusing your energy on getting an elusive national
publicity hit may be overkill, especially when getting publicity
where you need it -- in your home town -- is often so much
easier.
Let's look at some techniques you can use to reach potential
customers right where you live, through your local papers, radio
and TV stations.
1) Get to Know Your Business Editor.
Unless you live in a very large city, it should be fairly easy to
get in touch with the business editor at the main newspaper
covering your region. A simple call to introduce yourself and
let the editor know that you have some news to share is a good
start. Remember some of the golden rules of calling a
journalist, though: be respectful of his or her deadline (don’t
call an editor in the late afternoon as deadlines approach) and
always start with "is this a good time to talk?" before kicking
into your pitch. In smaller markets, it may even be possible to
develop a personal relationship with a business editor, by
visiting the office or taking the editor to lunch. The bottom
line is this: keeping abreast of local businesses and finding
interesting stories to tell about people in the community is the
essential part of any business editor’s job. He’ll be thrilled
to hear from you if you can provide something new and fresh in
those areas.
2) Keep the Releases Flowing.
Once you’ve built a relationship with a business editor, keep it
growing by providing a regular dose of fresh news about your
company. Won an award? Hired a new executive? Investing in some
interesting new equipment? Scored a big new contract? Let the
editor know with a well-written, hype-free release. Don’t feel
the need to pump out a release for every little thing but, if
it’s something really newsworthy, keeping the editor in the loop
will help spur coverage on a regular basis.
3) Write a Letter to the Editor or an Op-Ed Piece.
If something occurs locally (or even nationally) that relates to
your business, let your voice be heard with a letter to the
editor or a longer "op-ed" opinion piece.
As a businessperson, your opinion matters when the subject
relates to your field of expertise.
Write a Regular Column. Many smaller publications (such as weekly
newspapers) are on the lookout for ongoing, well-crafted content.
You can fill their needs - and promote your business -- by
offering a regular column. Chances are, you’ve seen features
along the lines of "Ask the Handyman" or perhaps a health column
from a local doctor. Can you create a similar feature that taps
your knowledge or expertise? If so, craft a few sample columns
and present them to the editor of a publication in your area. You
might even suggest that you don’t wish to be paid if your contact
information (your web URL, number, etc.) is included with each
column. You’ll be providing great no-cost content for the paper
and generating strong local exposure -- and credibility -- for
your business.
4) Conduct a No-Cost Seminar.
Financial planners and real estate pros have known for years that
free seminars are a great way to drum up business and get local
publicity. Try developing a one or two hour seminar in your
field of expertise and offer it to the public. Make it meaty --
it can’t simply be a promo pitch. Here's some ideas to get your
creative juices flowing:
Step #1: Keep The Message Clear.Despite what some have been led to believe, no-one is in the business of spending a fortune to sell acres of white space or pretty pictures to art-starved consumers.Your mission is to make a sale.Don’t cut sales copy for massive margins, vast areas of empty “white space” or ponderous photographs. You’re just asking for trouble and, quite possibly, you could blow the sale.Step #2: Great artwork doesn’t always sell.This isn’t about art. It’s about business. Specifically, it’s about selling a product or service.Art is subjective. Certain techniques have been proven over many years to be more effective at generating attention, readership and response than others.The first lesson that great designers have learned is that design does NOT sell products. Copy sells the product. Great design helps the copy do its
covering your region. A simple call to introduce yourself and
let the editor know that you have some news to share is a good
start. Remember some of the golden rules of calling a
journalist, though: be respectful of his or her deadline (don’t
call an editor in the late afternoon as deadlines approach) and
always start with "is this a good time to talk?" before kicking
into your pitch. In smaller markets, it may even be possible to
develop a personal relationship with a business editor, by
visiting the office or taking the editor to lunch. The bottom
line is this: keeping abreast of local businesses and finding
interesting stories to tell about people in the community is the
essential part of any business editor’s job. He’ll be thrilled
to hear from you if you can provide something new and fresh in
those areas.
2) Keep the Releases Flowing.
Once you’ve built a relationship with a business editor, keep it
growing by providing a regular dose of fresh news about your
company. Won an award? Hired a new executive? Investing in some
interesting new equipment? Scored a big new contract? Let the
editor know with a well-written, hype-free release. Don’t feel
the need to pump out a release for every little thing but, if
it’s something really newsworthy, keeping the editor in the loop
will help spur coverage on a regular basis.
3) Write a Letter to the Editor or an Op-Ed Piece.
If something occurs locally (or even nationally) that relates to
your business, let your voice be heard with a letter to the
editor or a longer "op-ed" opinion piece.
As a businessperson, your opinion matters when the subject
relates to your field of expertise.
Write a Regular Column. Many smaller publications (such as weekly
newspapers) are on the lookout for ongoing, well-crafted content.
You can fill their needs - and promote your business -- by
offering a regular column. Chances are, you’ve seen features
along the lines of "Ask the Handyman" or perhaps a health column
from a local doctor. Can you create a similar feature that taps
your knowledge or expertise? If so, craft a few sample columns
and present them to the editor of a publication in your area. You
might even suggest that you don’t wish to be paid if your contact
information (your web URL, number, etc.) is included with each
column. You’ll be providing great no-cost content for the paper
and generating strong local exposure -- and credibility -- for
your business.
4) Conduct a No-Cost Seminar.
Financial planners and real estate pros have known for years that
free seminars are a great way to drum up business and get local
publicity. Try developing a one or two hour seminar in your
field of expertise and offer it to the public. Make it meaty --
it can’t simply be a promo pitch. Here's some ideas to get your
creative juices flowing:
Life just gets busier and busier. There are more and more things vying for your attention. Traffic gets heavier, lineups at stores get longer, and the ultimate result is that as an already stretched Entrepreneur you have less time to do what you need to, to be successful.Do you wonder how you can change that? This week a budding entrepreneur I have been working with called to let me know of her success. She made enough money this month to alleviate her worries about paying the bills in November. It was a first for her. Initially her worry was, “Can I make money at this?” She is now in the second stage of business start-up, the “Oh my gosh, what happens if this really takes off? How will I deal with success?” stage.Is each piece of business you conduct really new? Is it a slightly different version of the previous work or the work before that? Every client may be different in how they processof any business editor’s job. He’ll be thrilled
to hear from you if you can provide something new and fresh in
those areas.
2) Keep the Releases Flowing.
Once you’ve built a relationship with a business editor, keep it
growing by providing a regular dose of fresh news about your
company. Won an award? Hired a new executive? Investing in some
interesting new equipment? Scored a big new contract? Let the
editor know with a well-written, hype-free release. Don’t feel
the need to pump out a release for every little thing but, if
it’s something really newsworthy, keeping the editor in the loop
will help spur coverage on a regular basis.
3) Write a Letter to the Editor or an Op-Ed Piece.
If something occurs locally (or even nationally) that relates to
your business, let your voice be heard with a letter to the
editor or a longer "op-ed" opinion piece.
As a businessperson, your opinion matters when the subject
relates to your field of expertise.
Write a Regular Column. Many smaller publications (such as weekly
newspapers) are on the lookout for ongoing, well-crafted content.
You can fill their needs - and promote your business -- by
offering a regular column. Chances are, you’ve seen features
along the lines of "Ask the Handyman" or perhaps a health column
from a local doctor. Can you create a similar feature that taps
your knowledge or expertise? If so, craft a few sample columns
and present them to the editor of a publication in your area. You
might even suggest that you don’t wish to be paid if your contact
information (your web URL, number, etc.) is included with each
column. You’ll be providing great no-cost content for the paper
and generating strong local exposure -- and credibility -- for
your business.
4) Conduct a No-Cost Seminar.
Financial planners and real estate pros have known for years that
free seminars are a great way to drum up business and get local
publicity. Try developing a one or two hour seminar in your
field of expertise and offer it to the public. Make it meaty --
it can’t simply be a promo pitch. Here's some ideas to get your
creative juices flowing:
Company A likes bricks. In fact, they will wait for one to drop on their head before they make a decision. Then, in crisis mode, the big brass assembles the quaking troops and hands them limited ammunition to “see what they are made of.”Company A (s) marketing strategy is all war, too. Gear up, fire the cannons, work feverishly when the work comes in, suffer a slump when the work is done, downsize and upsize, but never “right size.” And, secret fears are circling that their entire market may be moving or downright disappearing.Company B, however, has embarked on a carefully conceived business plan that avoids Boom Bust Cycles. Here is what Company B Knows to Do:1. Company B builds and retains equity in their firm by widening those perceived as ‘in charge.’ Those in charge are top players in management, and top players in staff.The NY Times reports that 43% of the US labor forceomething occurs locally (or even nationally) that relates to
your business, let your voice be heard with a letter to the
editor or a longer "op-ed" opinion piece.
As a businessperson, your opinion matters when the subject
relates to your field of expertise.
Write a Regular Column. Many smaller publications (such as weekly
newspapers) are on the lookout for ongoing, well-crafted content.
You can fill their needs - and promote your business -- by
offering a regular column. Chances are, you’ve seen features
along the lines of "Ask the Handyman" or perhaps a health column
from a local doctor. Can you create a similar feature that taps
your knowledge or expertise? If so, craft a few sample columns
and present them to the editor of a publication in your area. You
might even suggest that you don’t wish to be paid if your contact
information (your web URL, number, etc.) is included with each
column. You’ll be providing great no-cost content for the paper
and generating strong local exposure -- and credibility -- for
your business.
4) Conduct a No-Cost Seminar.
Financial planners and real estate pros have known for years that
free seminars are a great way to drum up business and get local
publicity. Try developing a one or two hour seminar in your
field of expertise and offer it to the public. Make it meaty --
it can’t simply be a promo pitch. Here's some ideas to get your
creative juices flowing:
What can Economic Development Agencies do to promote the local community public relations? Often they go out of their way to promote the community itself to potential business corporate suitors. May I suggest that Economic Development Associations join in the fight against crime? Why not allow them to participate in Neighborhood Business Watch Programs. Why you ask? Well consider if you will the following;ECONOMIC DEVELOPMENT ASSOCIATION: This group has no choice but to help. They rely on low crime rates to attract great companies to the area to promote economic growth. Not only will they be all for your program, they may even use the existence of the program to promote their own recruitment of companies to the area. They also are on a first name basis with the decision makers of the largest corporate players who may help donate money to the program after it gets going and you need more signs and ont them to the editor of a publication in your area. You
might even suggest that you don’t wish to be paid if your contact
information (your web URL, number, etc.) is included with each
column. You’ll be providing great no-cost content for the paper
and generating strong local exposure -- and credibility -- for
your business.
4) Conduct a No-Cost Seminar.
Financial planners and real estate pros have known for years that
free seminars are a great way to drum up business and get local
publicity. Try developing a one or two hour seminar in your
field of expertise and offer it to the public. Make it meaty --
it can’t simply be a promo pitch. Here's some ideas to get your
creative juices flowing:
* Remodeling company: "Remodeling projects that do the most to
increase your home’s value"
* Doctor: "The latest research on extending your life-span --
explained and simplified"
* Stockbroker: "How to retire rich"
Promote your seminar by sending releases to the local media.
Keep your release entirely non-promotional. Highlight your
seminar as a public service, not as a commercial event. (Tip:
have someone videotape your seminar and offer the tape as a free
gift for future potential customers!)
5) Connect with Kids.
Local media outlets always enjoy stories that involve schoolkids.
Offer to visit a local school and talk to the students about an
important topic connected with your business or, better yet,
invite a class to come and visit your place of business. (If you
choose the latter, make sure that your business is somewhat
visual. Kids seeing how sheep get sheared or books get printed
makes for a good visual. A bunch of children standing in an
office looking at accounting tables doesn’t.) Craft a release
beforehand -- this one probably works best with features and
lifestyle editors. Suggest that they send a photographer down to
cover the event. Also, it wouldn’t hurt to get in touch with the
person at your local school district who handles media relations,
as they may prove very useful in drawing attention.
6) Partner with a Politician.
No matter how hungry you are for good press, I can guarantee
there’s someone even hungrier -- an elected official. If you can
team up with a local politician for a charity, educational or
public service program, chances are you won’t have to lift a
finger to get coverage. Your friendly representative, state
senator, mayor or council member will gladly work the press to
generate attention. A caveat: if you’re going to hook up with a
politician, it’s probably best to do it with someone who’s not
considered a highly ideological or divisive figure, and try to
keep the topic as noncontroversial as possible. Let common sense
be your guide.
7) Get on the Air.
Radio stations are an underappreciated avenue for publicity.
Spend a few days listening to all the stations that serve your
area and seek opportunities to get on the air. Look for general
interest talk shows, locally-produced news programs and community
affairs programs. When you find something that seems
appropriate, contact the station and ask for the name of the
producer for that particular show or segment. Then, give that
person a call. Tell the producer what you have to offer and why
you’d make a great guest. And here’s a bonus radio tip: offer
your products or services as on-air contest prizes for commercial
stations, or as pledge-drive premiums for public radio stations.
8) Make your Website a Local Resource.
Chances are, you’ve already got a website. Why not devote p
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