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

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.

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.

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

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!

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!

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.

Press

Want press? Of course you do. Have press? I hope so! If not, try and get some. By gaining press, potential consumers will learn about your product and ideally, buy your product. Not everyone who sees you or your product in the press will be a customer, but it can lead to conversations with others that may lead to sales as a result. In addition, one press piece can help encourage another press piece and so on. Press helps you. It’s your friend. It’s a visual aide that you can’t buy but will make people want to buy. And consumers? Whether they like the media or not, they are influenced by it. So if youcan, be a part of it.

Store Displays

What are the trends in your area? What is your target market doing for fun? What does your store do to capture all that and more? Using your store to create  visual stimulation through displays can attract new customers and keep old customers coming back. Make sure you keep your store front windows alive and fresh so that customers can be drawn into your store and more importantly, stay in your store. Capture them and keep them engaged visually. Merchandising is a challenge for some and a passion for others. If it isn’t your thing, get help from someone who is good at it because it can make a difference in your sales! Remember, the visual aides in this scenario are your store and your product – make them want what you have to sell.

Employees

While this isn’t true for all stores, the visual impact of your associates often influence your customers. Now don’t get me wrong - I don’t expect beautiful models working in your stores. But I do think well groomed, well taken care of individuals that represent the product you sell will make a difference. Customers see the associates and like it or not, are visually influenced. If you sell clothes and your associates wear your clothes, this is especially the case. Sell art? Your associates need to capture a sense of knowlege and be open for communication. Sell a service? Your associates should be easy to approach. And yes, looks do make a difference here. Visually, consumers will respond to people in different ways. Are your associates visually complimenting your store? If not, have a chat with all of your associates and see what you can do together to make this visual difference. Uniforms, dress codes, body gestures – this will all impact visual perceptions that WILL be made by customers or potential customers… It’s just the way it is.

Don’t ignore the many layers involved in how consumers shop. Visual impressions surround each of us everyday and ultimately will influence purrchases. Make them work in your favor!

If your store has been fortunate enough to receive any press, whether online, in a local publication, on TV or in a national placement, make sure that you are telling your customers about it! A great way to do this is by using frames to showcase the press you recieved next to the product it highlights. If the press is specific to your store or general assortment of products, highlight this in an area in which your customers will notice. You can also create a brag book of your press that is accessible for  customers to flip through. Not only does this make you look great, but it often gets your customers excited for you, as well. Some customers love the idea that where they shop and what they buy has had some buzz in the press, so this gives you one more reason to brag about your press, also.

In addition, if you are a store carrying a product that has received press on it’s own, seperate from your store, consider sharing these details, as well. Customers respond to all sorts of impressions, including celebrity photos with specific products, so make sure that any press showcasing product sold in your store is shared. For example, if you sell a handbag that was featured in In Style magasine, make sure your customers know this. Not only will it help increase the sell thru of your bag, but it will also make you look like a rock star buyer!

Finally, if you are a wholesaler who is gaining press, let the retailers who carry your product know about it!!! Send them an email update or better yet, send them photo copies or actual copies of the press recieved and encourage them to share this news with their customers. They will appreciate your support as well as it opens up the door for another conversation about placing orders… which is always a good thing!

And if you don’t have press yet? Make sure to review my blog on how to write a press release and start to try and get some! http://retailminded.com/blog/2009/01/gaining-publicity-writing-a-press-release/

Below is a list of some ways to consider marketing your business. Make sure to evaluate how each of these marketing steps will benefit your individual business, but be careful not to overlook any simply because you are unfamiliar with it or find it easier to do something else. To be successful at marketing you will sometimes need to step out of your comfort zone. In addition, make sure to find a balance of marketing strategies in an effort to find the right marketing mix for your business.

Advertising – If you have the finances to pay for exposure of your store or product, then advertising should be considered as part of your marketing mix. Consider where you advertise, though, and who the audience is that will most likely see your ad. Make sure it’s the same audience that may want to shop your store or buy your product.

Website – If you don’t have one, get one. Plain and simple, having an online presence is essential in marketing your services. Customers today use the internet to research their purchases as well as plan their shopping destinations. Even if you don’t plan to sell online, you should still have a website that outlines what your business offers. Consider including photos, testimonials, directions, how to purchase details, press details, and any other information that may be relevant.

Trade Shows – Either as an attendee or an exhibitor, trade shows are a great way to market your business. They provide insight regarding both customers and competition, as well as offer a great excuse to make friends in your industry since they are very interactive. The cost of trade shows will vary so make sure to research all your options and determine which shows are best for you business.  The largest retail based trade show is MAGIC, which takes place in Las Vegas twice a year and offers apparel, footwear, and accessories for men and women. You can also attend regional trade shows, as well it is a good idea to attend both national and regional shows if possible.

Internet Media – Gaining customers through an online presence is more influential than ever before. Sites such as Twitter, Facebook, My Space, and Linked In are great online spots to gain awareness for your business. You need to understand each of these sites in order for them to work for you, though, so take the time to research how each of them can impact your specific business. Some involve more time than others, such as Twitter which is very interactive, while others, such as Linked In, can be effective by simply having a profile created. That said, updating each of these sites with news about your business, such as sales or newly arrived product, is the only way to continually create a buzz about your business. I often suggest to my clients that interns or part time associates can help dedicate time to these sites if they don’t want to – this is better than being dismissed entirely. If you use the these sites effectively will increase your website presence and ultimately your sales.

To help get you started, below is a link to PC Mag’s website that outlines how Twitter works for beginners. I personally use Twitter and find that this gives me the most professional return of any of the internet media sites, however each business and each site will work differently for everyone.

http://www.pcmag.com/article2/0,2817,2341095,00.asp

Blogs - Whether you have a blog or comment on blogs, make sure to be a part of blogs! Blogging is quickly becoming one of the top ways for businesses to showcase their value. It takes time to dedicate yourself to building a blog that readers will want to read again and again, so before you dive into this make sure it’s right for you. If blogging isn’t your thing, consider commenting on other people’s blogs.  When commenting on blogs, make sure to reference your business, which will ultimately link people back to your site.

Networking – Whether you live in an urban city or a suburban neighborhood or a small town, networking is key to putting your business on your local map. Make sure you are a part of your local Chamber of Commerce as well as other networking groups. There are groups for small business owners, women business owners, specific to your trade, and more. Research what is available in your area and get involved. Once you are a part of the group, let your voice be heard and participate. Don’t just show up for the meetings but actually be a part of the meetings and events. This is how people will respond to you and ultimately your business.

There are many ways to market small businesses, however these are some basic and easy to obtain strategies that can help launch your business to make a name for itself. If you have other ideas that have been successful for you, we’ love to hear from you! Please consider leaving a comment on our blog. Thank you!