 |
|
|
| |
Make Some Noise!
Engage the media and your customers – and watch your business grow
By Ilana Zalika, Principal, Resound Marketing |
|
|
|
|
How do you get business leads? Word-of-mouth works well, but is often sporadic and unreliable. Advertising offers a more targeted approach, but can be costly, with no guarantee of results. By actively engaging the
media and your customers to get the word out, you can drive new and repeat business in a more affordable, more effective way.
1. Connect With Your Customers. Don’t wait for your customers to call you to make a purchase or schedule an appointment. Make yourself a resource to them: keep in touch on a regular basis. First, invest some
time and effort in building your contact database. Then - use it! Conduct surveys to find out more about your customers’ needs and get input on your products and services. Spruce up your web site and interact with your customers
online. Send out mailings and emails that balance promotions with news and insights. Offer incentives to encourage referrals and return business.
2. Meet the Press. What are your customers and prospects reading? Find out – then find your way in.
- Local/Community. Think about what communities you’re a part of, and reach out to the relevant media. Ask your local city or town journal to run a profile on your business. Pitch stories to regional
print and broadcast media. Pursue a feature in special interest or religious group publications.
- Industry/Trade. Every profession has “niche” publications that focus on nothing but the products and services available to that industry. That includes general industry publications (lifestyle,
technology, fashion, health care), as well as specific areas within those markets (family, software for businesses, men’s clothing, chiropractic care, spas).
- Business. Many publications offer a forum for executives, entrepreneurs, women business owners, etc. to exchange ideas and best practices. Write about how your business approached a common problem in
a unique way, or obstacles you encountered and overcame. Even better, show off your best success story through a customer testimonial or case study.
- National Interest. Does your story have national appeal? Research general interest as well as industry-focused media with a wide readership to see what topics and trends they’re covering, and
how you can be included.
TIP: Know How To Time Your Pitches. Be aware of lead time requirements and story deadlines. Most weekly publications use Thursdays to get the current week’s issue out the door.
Monthlies often work 3-4 months ahead of the issue’s sale date. Timing your pitches accordingly can improve your chances of coverage.
3. Be Relevant. When you can, tie news releases and articles to the topics people are talking about. Focus on current events, trends, and holidays - with options for people planning trips to SARS-affected
areas, treatments for carpal tunnel syndrome, or unique Mother’s Day gift ideas.
TIP: Let The Press Tell You What To Write About. Look for a publication’s editorial calendar, which lists articles planned for the next 6-12 months. These calendars offer a good
gauge of readers’ interests. Find a story relevant to your business, and contact the editor with a pitch to include you in the piece.
4. Make Colleagues and Competitors Aware of You. Stand out at business expos and trade shows by taking advantage of the promotional opportunities that are available to exhibitors and sponsors. List
your company or product in the program guide, send a press release or mailing to the attendee list, contact the media that has pre-registered for the show. Consider hosting an event for attendees or the media – whether it’s
a breakfast at your booth or an after-hours cocktail event. And look into bringing your industry expertise to these events as well by participating in panels, roundtables, and other speaking opportunities.
TIP: Identify Speaking Opportunities Early. Many trade shows plan their programs up to 9-12 months in advance, so check their web sites for calls for papers or calls for submissions,
with application guidelines and deadlines for speaker hopefuls. Have a short bio ready, detailing your areas of expertise.
5. Be An Expert. Offering objective industry expertise can draw attention to your business without being overly self-promotional. News stories on updated travel restrictions, health concerns, makeover trends, etc.
are often validated with a comment or quote from a subject matter expert. Position yourself as a resource for this type of information by publicizing yourself as an industry expert, and sending out periodic tips and articles to the
media as well as to your customers about timely topics and trends.
product reviews.
Ilana Zalika is the prinicipal and co-founder of Resound Marketing, an integrated marketing and PR agency focused on helping clients “make some noise .” To find
out how Resound can help you connect with your customers, partners, and the press, contact makesomenoise@resoundmarketing.com or visit www.resoundmarketing.com.
|
