A Checklist To Ensure You’re Holiday Ready

It’s less than ten weeks away until the busiest time of year for retailers. Are you ready?

From creating impressionable window displays to offering festive gift wrap to planning for extra staff, the list is long. Let’s not forget stocking your store with this season’s must have gifts! Trusting your orders are already placed (we hope), here’s a look at some operational musts to ensure your holiday season is a success.

1. Create and start promoting extended hours to support the holiday season. If you are in a zoned area or shopping mall, these hours may already be determined for you. Either way, start marketing these hours so that your customers know you are there for them beyond your normal hours.

2. Plan for special marketing initiatives. These will vary based on your store and customer, but are likely to include (but not limited to) email marketing, a holiday open house, special shopping deals, customer appreciation days, a visit from Santa in your store, a shopping guide for customers, e-commerce only specials and more.

3. Identify your return and exchange policies on all receipts and near your cash wrap. If you are planning for altered policies specifically for the holiday season, make sure you also identify time frames they are specific to. It’s always a good idea to have customers initial receipts after you have explained your policy, as well.

4. Use social media as a marketing tool to post daily deals, special event details and more. If you aren’t already using social media, it’s not too late to get started. If you already are, you are a million steps ahead already! Identify how you can leverage your social media audience to not just hear you, but buy from you this holiday season.

5. Cross promote with like minded businesses. Create packages that overlap your products or services with other businesses in a “bundle package”, allowing you to gain new customers from their mailing list and customer outreach – and vice versa. Addiitonally, it’s a fun way to introduce new gifts to your local marketplace.

6. Get the media involved in your holiday plans. Radio stations, newspapers, local television stations, magazines and other local media outlets are crave great information to share with their readers. Let your store holiday plans be among what they share! Get on the ball now, though… The holidays are only ten weeks away.

7. Plan for additional staff. Possibly this means additional hours for current employees. Maybe this means holiday only help. Whatever works for you, it’s time to get it all identified so when the rush of customers keeps you busy, you won’t be stressing about extra help supporting you. Remember to train new hires, as well, on all your store policies!

8. Plan for Plan B. Extra help means extra people to worry about. If someone calls in sick, do you have a back up plan? Life happens – so you may as well have a plan of attack for when it does.

9. Have your holiday window and store displays ready to go. This means knowing what products and extra display accessories you need to support a dynamic display are ready to go for you to simply install. Don’t wait till the last minute to buy your own display extras at the store, either… Just like your store, they are likely busy and maybe sold out. Plus, you want your displays to be impactful and memorable, so don’t wait till the last minute to plan for them.

10. Offer above the top gift wrapping. Sure, everyone offers free gift wrapping this time of year. But does everyone offer beautifully wrapped presents that make a statement all on their own? While we can’t all get the same response a Tiffany blue box does, we can certainly try! The real challenge is to simply go above and beyond the expected.

Bonus Tip: Stay cheerful. The holidays are suppose to be a happy, beautiful time of year. Unfortunately, this isn’t only the case. If it happens to be stressful at home or in your store or both (hey, it happens to the best of us), try not to let your customers see this stress. By acting… dare we say… Christmas”y”, you help set the mood that then impacts your customers.

Finally, try to enjoy the season! From Cyber Monday to Black Friday to Christmas Eve, there is a lot to get ready… and to get excited… for. Have more tips to share? Let us know!

 

 

 

 

Calling Editors? Tips for PR Phone Etiquiette.

If you are lucky enough to have PR support, good for you!!! But for many retailers and wholesalers, managing their own publicity is part of their long tasks of to-dos.

To help support you in your PR efforts, consider the following points next time you pick up the phone to call an editor or other media contact.

• Make sure you are respecting the time of day you call an editor. Avoid Mondays and early mornings. Tuesdays through Thursdays in the late mornings or early afternoons tend to be a fair time across the board. By Friday, no one’s mind is on work as much as it is in the other parts of the week, so save your pitch for another day.
• Always introduce yourself to an editor, even if you have spoken with her many times before. They are very busy people who have countless conversations a day. Politely say who you are without expecting them to ever remember your name – although always hoping they do.
• Before going into your monologue about why you are calling, ask your contact if they have a quick minute to talk. This shows you respect their time and also identifies that you don’t want to take up too much of their time. Make sure you quickly point out that you will make the call fast and that you know they are busy.
• If you have to leave a message, speak clearly and quickly. Identify 1) who you are 2) what the name of your store or brand is 3) why you are calling and 4) how you can be reached.
• Hold off until 36 hours before calling your contact again if you still have not heard from them. Chances are they are busy. If they don’t plan to call you either way, your second (or third) call will let them know you are persistent and professional. Remember to be polite and never point blame on them for not getting in touch with you.
• When speaking, give them enough information that they gain interest in your pitch without them having to feel like they need to dig for the story. Be quick, concise and clear in your delivery. Every word counts. And remember – tell them newsworthy information, not just fluff.
• Return phone calls in a timely fashion. Don’t make them hunt you down like you may have had to hunt  them down because they won’t. The competition is tough for press coverage, so get back to them right away or better yet, answer their call right away.
• Before calling your contact, give them time. If you have already sent them a press release via email, don’t slam them with phone calls within the same week. Let some time register before following up. A week is a fair amount of time between your first outreach and initial follow up.

Of course having good phone etiquiette is just one small part to the entire PR mix. You need to also consider how you deliver your content (press releases, via email, via online services, etc.) and your timeline. Depending on who you are pitching, you should refer to their unique PR calendar so that you know 1) what kind of stories they may be looking for and 2) what day / week / month they are working on for future coverage.  For example, a magazine editor in May is likely already thinking about Fall.

Finally, always remember to kill your PR contact with kindness. Let them throw their weight around – not you. Of course, hopefully they won’t play that role but it’s likely they might… and can get away with is. So smile and toughin’ up. PR isn’t always an easy game, but it’s certainly one worth getting in.

Why To Buy? Standing Out In The Retail Enviornment

Consumers are influenced everyday in multiple ways regarding why they buy and what they buy. Retailers are key players – for obvious reasons – in this impact on consumers. But so are friends, family, neighbors, co-workers, advertisements, media, celeberities and more. The catch is finding a way to survive the constant retail overload consumers experience so that your store can stand out among the rest.

For starters, sometimes less is more. Not everyone wants to wear the same shirt as other moms in the carpool lane. Therefore, not being some big name retailer can be to your benefit. Then again, most everyone these days likes a deal. So recognizing you need to be competitive to what the big stores are offering is key. This may mean offering loyalty programs to your shoppers. It may mean offering coupons and special events with discounts included. Or you could stand tall and be that store that never goes on sale. Your call. But be firm with your actions and voice them so that you are part of the retail marketplace in your community – loudly, not quietly.

Publicity involves more than just some fancy PR firm pitching you to the media. It involves you selling yourself, your business and your product in everything you do. It involves getting involved in the community so that you are seen outside of your business walls. It involves paying a few bucks every now and again to promote your business – hopefully in an effort to gain new clients. It involves you as the key step in standing out in the marketplace, so make sure it’s on your to-do list. Without it, your competition is sure to stand out among you.

Now there are always exceptions. Word of mouth can be a great way to gain and keep clients. Maybe good old fashioned customer service is all you need to keep the cash flow coming in. But remember that customers today are bombarded with information that pushes them in directions to buy lots of things… many of which you may offer but they don’t know about. The catch is capturing their attention so that their choice to buy ends up in your cash register. Not some other stores’.

Publicity Myths Shattered… And Why You Need It

Overlooking publicity is certainly a forgivable, though regrettable oversight. Regrettable because a simple public relations plan can add leverage and inflate the impact of your marketing mix no matter how small you feel your budget is. Forgivable because there are so many misconceptions about public reations and media seeking that it can be a little overwhelming and frustrating to figure out at first.

How it works:

[tweetmeme]Publicity seeking is a symbiotic relationship that benefits all three parts of the circle when it is done well. The players are the media outlet, your business and your target market. Where your target market overlaps with the target market of the media you are seeking coverage in, is the sweet spot that you want to aim for with your efforts.

The media, whether traditional or new, has a need for content to drive consumers to read, view or listen. When the consumer has an emotional reaction to the content, whether good or bad, they are more prone to take action. The media wants that, so they can please their other audience – the advertiser.

Now as a small business owner you can appear as an auxiliary to the content by buying ads. That is certainly an element that has its place in most small business budgets. The other option is to make a concerted effort to become a part of the content. The pay off to the publicity seeking is that the audience will gain the perception that your business and expertise have the endorsement of the media. It’s a subtle change in attitude that could influence buying choices for those in the market for your product or service.

What publicity can do is remind people who you are and what you stand for. Publicity is not a place to make sales, but to share a compelling message with your community. Of course, you can pursue national coverage, but doing so is largely overkill for the typical small business owner. You likely don’t want or need national coverage to achieve your marketing goals. The great thing is that achieving publicity on a local level is that you can almost consider it a public service. That’s why most can skip the upper level PR firms and choose a more affordable public relations option.

While media coverage does not provide you with a personal soap box for your sales message, sales do often follow media coverage. A good publicist can help you with tracking the response and effect of media coverage. Generally, increased presence within the media of your community with increased traffic so when your in-store service matches the expectation you set through your collective marketing efforts, sale naturally follow suit.

Mythbuster #1

If you call the media with a story they are going to send you right to the ad department.

If you have a newsworthy story to tell, you are not bugging the media. That’s one of the biggest fears that small business owners tend to have about approaching the media. It’s common to lack confidence in your unique story and its value to the wider community. Usually a consultation with a publicist who specializes in small business can alleviate your doubts and help you identify a strong angle to present to the media. Many small retailers find a session like this enough to get the ball rolling with a publicity campaign.

Journalists want to hear stories that impact and inspire their readers, viewers and listeners. When you come forward with a tip or a press release properly packaged to get their attention, they will respond favourably. It is in their best interests to serve their community with topical, relevant news. If you send a release and you are routed over to the ads department, don’t give up and by an ad unless you need the guaranteed coverage. That just means you need to try again.

Mythbuster #2

One story will change my business.

One story will seldom be enough to create immediate or lasting changes to buying habits. One story on its own may lead to some interest and perhaps a sale or two, but pinning your hopes on publicity bailing you out of a spiral with one stroke will set you up for disappointment. You can’t count on one push of publicity effort to be enough for your needs.

Knowing that from the start could have saved many a small business owner from disillusionment in the publicity game.

Trying again is the primary area small retailers need to focus their efforts. Publicity-seeking is not a one-shot activity. Even if coverage is achieved with your first attempts, you’ll want to continue to seek additional coverage as relevant and newsworthy moments happen in your business. The reason for this continual effort is that like all marketing approaches consistency and repetition will yield better results and provide you with more long term leverage.

Media coverage works to define your brand and express your expertise in the marketplace. It is not a path to instant fame and fortune, but continual practice and refinement does bring powerful results to those who choose to pursue it. Good coverage that is well targeted is never a wasted investment and more often than not can bring about a higher return on investment than many of the most common tactics used by small business owners, including newspaper and yellow pages advertising.

Mythbuster #3

It’s expensive to hire a publicist and too hard to do on your own.

 Contrary to widely held beliefs, publicity is not an expensive profession to tap into. As mentioned earlier this is particularly true of small businesses who do not aspire to the shine of the national or international limelight. It is not difficult to find a professional publicist who specializes in small business publicity at extremely affordable rates.

Since extremely affordable can vary depending on your personal concept of money, I’d like to make it clear. A professional publicist specializing in small businesses serving a local market will cost you less than the price of one full page ad in your local newspaper – unless you live in a town of less than 10,000. Your publicist won’t get you coverage every month, and shouldn’t promise to, but they will work on your behalf to maximize your chances of coverage and help you leverage your paid marketing expenses.

For the few that can’t manage to clear room in the budget for publicity, and for those who simply prefer the do-it-yourself approach, it’s not difficult to tap into existing resources for all the support and help you need to learn and apply the best practices. An elementary education in PR through internet and library resources will cost between nothing but time and a couple of hundred dollars. It’s simply a matter of knowing where to look, and there are plenty of signposts that will point you in the right direction. Do-it-yourself enthusiasts who would like reassurance that they are on the right track without paying a full fee for publicity, critique services and membership sites are also economical alternatives.

Contributed by Patrysha Korchinski, who is an award winning marketing and promotions geek who specializes in strategies and services for small business owners serving a local market. She’s appeared as a writer and as an interview subject in numerous local, national and online media outlets over her past thirteen years as a home based business owner. Since transitioning into publicity she has helped clients get coverage where it benefits them most whether that’s coverage on a local radio station or on ESPN. For more free tips and useful resource suggestions, sign up for the complimentary Profit with Patrysha (link to http://pkmarketingsolutions.us1.list-manage.com/subscribe?u=8ad39e23ac360bbb22b2e89f8&id=29a2104564) newsletter or enjoy video marketing tips over your coffee break at Coffee Time Marketing. (link to http://coffeetimemarketing.com

 

Favorite Things of Retail Minded

There is so much to learn about in the business of retail and wholesale. Where to start, who to trust, why to do something, when to say yes, when to say no…. the list goes on forever! At Retail Minded, we understand your frustration and likewise, your excitement, in keeping up with everything. To help you stay on track, learn a few new things and just for your own FYI, here are some things we think you should know about it.

POOL Trade Show

Are you an emerging designer and tired of just selling to friends, family and local boutiques? Take it up a notch and apply to the POOL Trade Show to showcase your product! Held in Las Vegas bi-annually, POOL was founded to support emerging brands and the boutique retail marketplace. They take a dedicated interest in providing a well balanced assortment of designers, products and opportunities for retailers to purchase from. Learn more by visiting www.pooltradeshow.com.

Outright Bookkeeping & Tax Support

Does bookkeeping leave you with headaches and confusion? How about taxes? With Outright, an online software solution for bookkeeping and small business taxes, what use to be hard is now super easy. Their FREE (yes, that’s right, FREE) online program can make your dreaded chores the easy part of your to-do list. Learn by visiting www.outright.com.

Media Bistro

Everyone wants press. And why wouldn’t you? Media Bistro helps support publicity professionals, as well as retailers and wholesalers like yourself who are trying to be their own PR professionals. Their blogs are great, they offer grammar lessons (so important when pitching your business), freelancers are listed on this site that may be able to help you and so much more. Check them out at www.mediabistro.com.

Retail Adventures Blog

If you haven’t heard of KIZER & BENDER yet, you will. Attend a retail expo, convention or seminar and it’s likely they will be speakers at the event! But in case you aren’t lucky enough to meet this duo face to face, no worries. Their retail blog, titled Retail Adventures, is a fun, informative blog about retail and all the aspects it entails. From how customers shop to what the big dogs (Walmart, Disney World, etc.) are up to, they will keep you informed – and laughing along the way. Visit their Retail Adventures blog at http://kizerandbender.blogspot.com/.

Have your own “favorites” right now? Let us know! Please comment below.

Creative Ways To Market Your Retail Store

Tired of the same old, same old marketing tactics that every other retail store in your community uses? Postcards, special events, sales and advertising are all great ways to gain visibility for your store, but there are other ways to gain valuable attention that can drive business to your cash register. A few out of the box ideas include:

1. Reach out to local radio stations and publications.Explain to them in a professional fashion that while you are not looking to buy advertising space, you do want to donate some product from your store in exchange for their mentioning of your business either on the air or in print. Take the time to negotiate specific details so that you know exactly what you are partnering yourself up with. This includes how often you get mentioned in exchange for the product. Make sure you have a timeline defined, as well.

2. Have a front window display contest. You can offer this to anyone or reach out to specific group of people to do this, such as a local college or high school. Create buzz about this contest by promoting it to the local media. Have your partners in the contest, such as a college, do their own promoting of this contest, as well. Span out the contest over the course of a month for a highlighted, elongated event that will create  ongoing buzz.

3. Sell store gift cards at other local businesses. This is a great way to encourage cross promotion between local businesses, as well as gain a new audience of customers to your store. Even if they don’t sell a ton of gift cards to your store, the exposure will still offer the opportunity for your store to be introduced to new clients. To better support this, include an enticing visual display to feature the gift cards.

4. Hold monthly or bi-monthly seminars or clinics at your store. Depending on your business, you can educate your customers at the seminars or clinics, provide knowledge on products you sell or provide “how-to” information that relates to your store assortment. Don’t underestimate the value in bringing customers into your store for reasons other than shopping. This is a great way to show you support them and in return, they just may end up shopping!

5. Volunteer your time by offering speeches on career days at high schools and colleges. Depending on who your target market is, this could introduce you to a whole new audience of potential customers. Make sure to “sell” your business during your speech.

Finally, don’t be afraid to try new things. Look for ways to promote your business in non traditional ways that bring new eyes to your store. Be open to new ways to promote your business so that you can gain new customers while keeping your existing clientele. And of course, when you find something that works for you, make sure you do it again and make a big deal out of it each time. The best thing to do is to keep up with marketing, though. Those that avoid it all together are typically the ones that fall behind.

Getting Your Products To Celebrities

People often wonder why companies send celebrities products when they clearly make enough money to purchase it themselves.  When it comes to celebrities, one thing is for certain; they draw media attention.  When companies send products to celebrities they aren’t thinking about how much the product costs and whether or not they can afford to by it, they are thinking about the results that the media attention will bring to their company when the celebrity is seen, either on video or in a photograph with or wearing their product.  

With each celebrity gifting option, there are different types, styles and costs to be involved, along with different results you can expect.  It is best to do your homework and be sure you are comfortable with the company you are working with, this type of marketing campaign, and results you can expect before you even put your foot in the door. 

Swag Bags:  Swag Bags can generally be the least costly way to send celebrities your product, ranging anywhere from $50 to $800 for each gift bag promotion.  A swag bag will typically consist of merchandise that is distributed to celebrities, musicians, media, or other high profile members of society and corporate America. You may be familiar with the Swag Bags given to celebrities for the Oscars, The Emmys, ESPY awards and many other celebrity awards ceremonies.  Swag bags can be sent to one celebrity or a group of celebrities for many different occasions, so it is best to know the theme and the quantity of products needed before you agree to any gift bag promotion. 

Gift Suites or Lounges:  Usually with this option, the cost to be involved is in the thousands and numbers of products requested are in the hundreds.  However, gift suites give you direct access to the invited celebrities, agents, stylists and media.  Most are set up like trade shows.  You will receive your table and draping, chairs, and will be allowed to have two representatives at your booth.  You design your gift suite spot as you would your trade show booth with attractive displays, catchy signage and a charming personality behind the table.  Be prepared to take your own pictures so don’t forget your camera!

Results:  Swag Bags and Gift Suites are to be used as a form of marketing and advertising. People should not go into participating in luxury lounges or donating products to gift bags and expect many immediate returns.  You should consider it to be part of you’re advertising campaign.  Just like any other form of advertising, it takes time, patience, quality products or services, persistence and determination to promote your business.   Some times advertising campaigns are an over night success, others take more time; some unfortunately don’t work at all.  You need to find what works best for you and your company.  While not all celebrities respond to gifts received, others will provide you with a quote, thank you note, or other communication that provides you with another way to gain coverage and credibility for your product or service.

Copyright © Phyllis Pometta: Phyllis Pometta is the founder and President of Baby Swags and Unforgettable PR.  Baby Swags specializes in marketing and promoting juvenile related products to celebrity moms and their babies.  Baby Swags parent company, Unforgettable PR offers gifting services for business carrying products for tween/teens and adults.  Previous gifting events resulted in the gifted products being seen on A-List celebrity babies, features in national celebrity and business publications, and media interviews. There are many options to celebrity gifting and as a company that provides this service to its clients, we can see the value and credibility it places on our clients businesses and their products. For additional information visit www.babyswags.com or www.unforgettablepr.com

 

Business To Business Marketing Ideas

Reaching out and working with other businesses is a great way to gain new customers while also increasing sales and store recognition. Whether you are a children’s boutique, footwear store, women’s clothing boutique or furniture shop, partnering with like-minded businesses can bring unexpected value to your retail establishment. Your goal should be to think outside of the box with the purpose of partnering with businesses that have customers you believe would also be good customers for you. For example, if you are a men’s fine clothing store and there is a local high end gym in town, working together to offer incentives to each of your customers can bring you each new clients. Likewise, this same men’s store may benefit from working with a local dry cleaner or cigar bar. A children’s boutique may find value in working with a local dance studio, kid’s hair cuttery, movie theater or miniature golf course. Some ideas that can work for any business in partnering up include:

1. Offer a discount to another business through a coupon with any purchase at your business. Likewise, your partner business is doing the same for you.

2. Give an incentive, such as free gift with purchase, from your store at your partner’s business. Again, your partner business can do this for you, as well.

3. Introduce a loyalty program that overlaps with both businesses and rewards your customers with benefits from both businesses, as well.

4. Hold special events that both businesses participate in at each of your retail / business establishments in an effort to get introduced to new customers.

5. Stay loyal to your partner business through referrals and likewise, your partner business can do the same.

When introducing yourself, your business and your ideas to potential partner businesses, make sure to be friendly and professional in your delivery. Your objective should be for them to see the value in a partnership that will not only increase sales, but also provide a trusted friend in your local community of businesses. A phone call or email can make the initial introduction, however a face to face meeting to really nail down the details should take place.

Remember to be creative! The opportunities are endless in how and who you can work with to help your business gain new customers and increased sales!

A Few Do’s & Don’ts When Pitching The Press

Want some publicity for your store or product? Of course you do! Publicists are often worth the investment for some great publicity – although nothing is ever guaranteed even with the best publicist out there. Many store owners and wholesalers are  reaching out themselves to gain the press they know they deserve, but may or may not get. A few do’s and some don’ts that can help you pitch the press include the following:

Do’s

1. Know who you are pitching and what sections within their media / editorial outlet may be best for your pitch. Take the time to actually read and learn about the magazines or television shows you want to be featured within from an angle outside of just pure leisure. Look at this time spent as research and part of your job – because it is if you are pitching the press! Become familiar with the monthly sections that are available  in magazines and be prepared to confidently pitch your business to the appropriate editor / producer.

2.  Be prepared to follow up with samples if requested. Too often small business owners jump ahead of themselves in an effort to gain press but aren’t prepared for sample requests. Make sure you can get things out to an editor’s attention right away when requested. They work fast and make quick decisions sometimes – you want to be prepared to support that.

3. Have a professional media kit prepared. This may or may not be requested, but you should have this ready just in case. The media kit should include your line sheets (if applicable), bio / business overview, photos, brand information, testimonials and anything else applicable to best represent your business.

4. Follow up with thank yous. If you just spoke with someone on the phone, follow up within the day with a thank you / follow up email. In the subject line, identify who you are and that you just spoke. Editors get tons of emails a day, so make sure your subject line is effective so it doesn’t get ignored. Finally, if you do gain press or a face to face meeting, follow up with a hand written thank you and possibly a nice other gesture.

Don’ts

1. Never expect an editor to know who you are – even if you have corresponded before. Always politely introduce yourself, whether on the phone or in an email.

2. Don’t brag about other press received. Magazines and television shows all want to be the first to showcase something great and something new. If you have gained some great press, that’s wonderful. But there is no need to share this with them unless pressed for the information from the editors themselves.

3. Never assume that a great conversation or a verbal mention of press from an editor is guaranteed press. The only time you can assume it is guaranteed is when you see it in print or on tv.

4. Don’t give up! Gaining publicity is not an easy task. You may get some quick luck or you may get no luck. But take the time to make it worth your efforts and keep reaching out. It may take months before you even hear back from an editor – but staying persistent, staying positive and staying confident will help you in your pitch. After all, you have to believe in your pitch or no one else will!

Publicity Is Free, Right?

You pay for advertising. Press is free. Right? Kind of. The reality is that if you are reaching out to gain your own press, then yes, it is free. Unless you look at your time as money, in which case then you may be spending a lot of time trying to gain press that could be spent making you more money doing whatever it is that you do best (design, sell, merchandise, etc.). But you can’t just drop the ball on publicity if it isn’t your thing in regards to trying to gain it. You should be working with a PR rep that can position you to gain the press you deserve. PR reps are often independent or work within an agency. Sometimes they work within large companies, other times they work within small companies. All of these scenarios can prove successful, but it is up to you to decide what may be best for you, your budget, and your press goals.

Considering Your Options

If you are a small business, then it’s likely your budget is small, too. But that does not mean you need to ignore the option of having a PR rep or PR support.

PR reps typically will want a designated amount of time to represent you in order to best represent you and your business. This time frame can range from 6 months to 2 years. Of course, this varies according to the rep, business and press goals. It’s likely that you will also be charged a retainer to cover their time and expenses while supporting you. This can be very expensive, possibly in the thousands per month, so here are a few things to ask your PR rep to ensure you are getting the best reprensentation possible.

1. What other products or businesses do you currently represent?

2. What are some press examples from current and past clients? Make sure that some of these examples are in similiar targeted outlets as you hope to be in, as well.

3. What contacts, both editorial and media, do you have contacts with? Are there any outlets you want to be in that they don’t have contacts with? Be specific in your question to tailor your needs.

4. Are there any other fees in addition to the retainer fee?

5. Do you guarantee press? Explain your specific guarantees, if any.

Now for those of you not looking to spend thousands per month to possibly gain press (not all agencies or reps charge thousands, though many do), there are some PR reps who offer less expensive monthly retainer fees and then charge commission once press is received. This can be viewed as a more ground up, non-traditional approach but appeals to small business owners since the initial investment is not as high.

If you are still looking to save a few bucks in your press plans, consider having  a professional write a press release for you and then send it out yourself. ou can also have an entire press kit put together by a professional. A well written release and polished press kit is very important, so this may be a great option for you if writing isn’t your thing. PR pros know what and how to capture the media’s attention, so don’t underestimate their services. On average, you should be able to get a professionally written release for $150 to $500. Press kits typically range from $500 and up. However, you will use them often if you take the time to, so the investment is worth it should you decide to have one made. As always, consider all your options and ask for examples!

Whatever you do, don’t ignore that you need to be gaining press! So what are you waiting for… get started!

Did you know Retail Minded offers professional press release writing services and press kit development? Contact  Retail Minded nicole@retailminded.com to learn more.

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