After years in this businesses, we finally wrote down a list of ways that businesses can get publicity. And the list surprised us!
Our list includes 27 ways that a business can get publicity. Sure, we broke out "advertising" into 8 different ways, since various forms of advertising media present their own special challenges and rewards. However, that's still a whole lot of ways for a company -- large, small or single-person -- can get people talking about it.
The best thing that we discovered with this list? There are 10 ways that cost nothing, or almost nothing, for the company.
In 2010, we hope to present these ideas to various organizations as part of our marketing efforts (by the way "Be the Expert -- do presentations to groups" is one of the items on the list). So, if you'd like for us to speak to your business-focused group or organization, let us know. Or, if you'd like more information about our list of 27 Ways to Get Publicity, send us an e-mail.
We also have plans to publish an e-mail blast detailing one aspect of publicity each week. If you want to receive it, just send us your e-mail address and we'll add you to the list.
Monday, December 21, 2009
Tuesday, August 11, 2009
Time for some publicity!
Let's be honest -- businesses are hurting. More competition and fewer dollars to spend (both from consumers and businesses to spend on themselves) have made today's business climate incredibly difficult.
Business owners can do themselves a favor by putting together a solid plan of action to help them generate some publicity for their business. After years of working in marketing and public relations -- and speaking to hundreds of business owners -- we've crafted a very broad list of 27 ways that a business can get publicity. Some of the methods are incredibly expensive -- and some are free.
Free?
Yes, it's possible in this day and age to actually get free publicity for your business. Here it is:
Let an organization use your business office or parking lot to stage an event.
If you work in an office, there are all types of groups that be just a bit too large to meet in someone's house and need a place to conduct a meeting. Think networking groups, MADD, charitable groups, AA, fraternal organizations, etc. And if you don't have a meeting room, you can still let a group use your parking lot for a car wash, bake sale, clothing drive, or craft show.
Basically, these organizations will tell people where their event is, which will publicize your business. In turn, your business will be seen as a "good neighbor" who is willing to help out community organizations.
And that, my friend, is good publicity.
And free!
Business owners can do themselves a favor by putting together a solid plan of action to help them generate some publicity for their business. After years of working in marketing and public relations -- and speaking to hundreds of business owners -- we've crafted a very broad list of 27 ways that a business can get publicity. Some of the methods are incredibly expensive -- and some are free.
Free?
Yes, it's possible in this day and age to actually get free publicity for your business. Here it is:
Let an organization use your business office or parking lot to stage an event.
If you work in an office, there are all types of groups that be just a bit too large to meet in someone's house and need a place to conduct a meeting. Think networking groups, MADD, charitable groups, AA, fraternal organizations, etc. And if you don't have a meeting room, you can still let a group use your parking lot for a car wash, bake sale, clothing drive, or craft show.
Basically, these organizations will tell people where their event is, which will publicize your business. In turn, your business will be seen as a "good neighbor" who is willing to help out community organizations.
And that, my friend, is good publicity.
And free!
Tuesday, July 28, 2009
Social media...is it really working for anyone?
I've been reading a lot about the various social media and its effects on businesses. As with just about every available subject, there are experts who "claim" to know about everything about each subject..no matter how little hard evidence there is to support their claims.
Anyway, people are claiming that social media -- Facebook, blogging, Twitter, LinkedIn, and a whole mess of others -- are the "next big thing" for businesses. The only thing missing is proof.
Sure, they can quote some study and find some business owner somewhere who will back up there claims (and how difficult is that really? Remember, they found a dentist who DIDN'T recommend sugarless gum) and the expert can go on their merry way.
The problem/challenge is that right now, every business everywhere is trying to get the same results that were quoted by the "expert"...and not feeling too good when their results don't measure up.
We were working with a customer who wanted to "tweak" (read: totally redo) the company's website because they weren't getting anything out of it. A quick look at the site revealed myriad problems -- the site and business had different names, the site wasn't promoted on the company's e-mails, etc...and those were the ones that just jumped out at me.
All of this new media -- and the older stuff too, like websites -- isn't like Field of Dreams. You can't just build it and hope they will come. It takes some work -- and a coordinated effort -- to get the most out of any marketing effort.
Heck, any expert will tell you that.
Anyway, people are claiming that social media -- Facebook, blogging, Twitter, LinkedIn, and a whole mess of others -- are the "next big thing" for businesses. The only thing missing is proof.
Sure, they can quote some study and find some business owner somewhere who will back up there claims (and how difficult is that really? Remember, they found a dentist who DIDN'T recommend sugarless gum) and the expert can go on their merry way.
The problem/challenge is that right now, every business everywhere is trying to get the same results that were quoted by the "expert"...and not feeling too good when their results don't measure up.
We were working with a customer who wanted to "tweak" (read: totally redo) the company's website because they weren't getting anything out of it. A quick look at the site revealed myriad problems -- the site and business had different names, the site wasn't promoted on the company's e-mails, etc...and those were the ones that just jumped out at me.
All of this new media -- and the older stuff too, like websites -- isn't like Field of Dreams. You can't just build it and hope they will come. It takes some work -- and a coordinated effort -- to get the most out of any marketing effort.
Heck, any expert will tell you that.
Tuesday, April 14, 2009
"...but what if they know someone really important?"
I had an interesting discussion the other day regarding turning down business. Yea, you read that right.
You're probably thinking, "Rich ,in this crazy economic climate, why would anyone turn down business?" And, in a lot of ways, you're right -- you probably shouldn't. But, now more than ever, it makes sense to turn down business.
Before you're thinking that Proforma really should introduce some stricter drug-testing procedures, let me explain.
First, most companies (including ours) are set up to do business with a certain type of customer. Another way to phrase that is, we're set up to sell a certain way. For instance, you don't go to a supermarket to buy one Cheerio. You have to buy it buy the box. There are lots of different size boxes, but chances are pretty good that you can't buy just one Cheerio.
Same with most businesses. Items are packaged to make the sale more convenient -- sometimes it's more convenient for the customer, sometimes it's more convenient for the retailer.
Sliding to our businesses, sometimes in an effort to please everyone we'll quickly accept any order -- whether it fits our business model or not. And that's just wrong. Wrong, wrong, wrong.
Why? Because while we're doing something that honestly doesn't work for us, we're taking time away from doing something that might work for us -- calling customers, meeting with vendors, prospecting, marketing, etc.
The one common refrain I hear when I tell people about not accepting jobs is "well, you never know who they might now." Of course, everyone knows LOTS of people (if you don't think that's true, remember the guest list at your wedding). However, just because they know someone doesn't mean they're going to refer you to anyone. And even if they do refer you to someone, there are two additional challenges -- first, getting that person to buy from you and second, hoping that the second person doesn't also want a small order.
The point about "you never know who they know" was brought to light recently by someone using the game "six degrees of separation." This person said that if we bought into that rule, he's only 6 people away from knowing Kevin Bacon.
Of course.
We all are.
The point is, when doing business we need to do smart business. Most people will appreciate it if you honestly say "no, we're really not equipped to do that job properly." They'll probably appreciate it even more if you can refer them to someone who can.
And for the record, I know someone whose friend works at a restaurant where Kevin Bacon's sister is the manager. So I'm only 3 people away from meeting him now...
You're probably thinking, "Rich ,in this crazy economic climate, why would anyone turn down business?" And, in a lot of ways, you're right -- you probably shouldn't. But, now more than ever, it makes sense to turn down business.
Before you're thinking that Proforma really should introduce some stricter drug-testing procedures, let me explain.
First, most companies (including ours) are set up to do business with a certain type of customer. Another way to phrase that is, we're set up to sell a certain way. For instance, you don't go to a supermarket to buy one Cheerio. You have to buy it buy the box. There are lots of different size boxes, but chances are pretty good that you can't buy just one Cheerio.
Same with most businesses. Items are packaged to make the sale more convenient -- sometimes it's more convenient for the customer, sometimes it's more convenient for the retailer.
Sliding to our businesses, sometimes in an effort to please everyone we'll quickly accept any order -- whether it fits our business model or not. And that's just wrong. Wrong, wrong, wrong.
Why? Because while we're doing something that honestly doesn't work for us, we're taking time away from doing something that might work for us -- calling customers, meeting with vendors, prospecting, marketing, etc.
The one common refrain I hear when I tell people about not accepting jobs is "well, you never know who they might now." Of course, everyone knows LOTS of people (if you don't think that's true, remember the guest list at your wedding). However, just because they know someone doesn't mean they're going to refer you to anyone. And even if they do refer you to someone, there are two additional challenges -- first, getting that person to buy from you and second, hoping that the second person doesn't also want a small order.
The point about "you never know who they know" was brought to light recently by someone using the game "six degrees of separation." This person said that if we bought into that rule, he's only 6 people away from knowing Kevin Bacon.
Of course.
We all are.
The point is, when doing business we need to do smart business. Most people will appreciate it if you honestly say "no, we're really not equipped to do that job properly." They'll probably appreciate it even more if you can refer them to someone who can.
And for the record, I know someone whose friend works at a restaurant where Kevin Bacon's sister is the manager. So I'm only 3 people away from meeting him now...
Monday, March 30, 2009
Character marketing -- is it for you?
I had an interesting conversation the other day with a vendor who does some pretty amazing things with plush animals (you may also called them stuffed animals). We were trying to figure out how these items can be used as a marketing device to male-dominated industries. After all, as soon as you hear the phrase "stuffed animal", most people think about baby toys like teddy bears.
We started to push each other to be more and more creative, and eventually we arrived at what we considered to be some excellent ideas (well, of course they were excellent -- they were ours!). Instead of simply trying to convince companies to use plush/stuffed animals in their marketing efforts, we thought they could be a complementary piece to a character marketing program.
So, what is character marketing? It's simply giving a face -- usually an animated one -- to a business.
Say what?
Here are some examples -- Charlie the Tuna, the Pillsbury Doughboy, Ronald McDonald, Count Chocula, the Vlasic pickle store, the Morton Salt girl, the Jolly Green Giant, Mr. Peanut from Planters, the Gorton's fisherman, Mr. Clean, the Phillie Phanatic (and a whole host of other sports mascot characters).
So how can this work in the promotional products realm? Obviously, you can recreate this mascot/character on any printed pieces, but you can also recreate this character on three-dimensional items as well, like stress relievers, flash drives, masks, full-size characters, ...heck, just think of everything you've seen with the Phillie Phanatic's face on it.
Next time your company is thinking of branding or re-branding, give some consideration to giving your company some character.
We started to push each other to be more and more creative, and eventually we arrived at what we considered to be some excellent ideas (well, of course they were excellent -- they were ours!). Instead of simply trying to convince companies to use plush/stuffed animals in their marketing efforts, we thought they could be a complementary piece to a character marketing program.
So, what is character marketing? It's simply giving a face -- usually an animated one -- to a business.
Say what?
Here are some examples -- Charlie the Tuna, the Pillsbury Doughboy, Ronald McDonald, Count Chocula, the Vlasic pickle store, the Morton Salt girl, the Jolly Green Giant, Mr. Peanut from Planters, the Gorton's fisherman, Mr. Clean, the Phillie Phanatic (and a whole host of other sports mascot characters).
So how can this work in the promotional products realm? Obviously, you can recreate this mascot/character on any printed pieces, but you can also recreate this character on three-dimensional items as well, like stress relievers, flash drives, masks, full-size characters, ...heck, just think of everything you've seen with the Phillie Phanatic's face on it.
Next time your company is thinking of branding or re-branding, give some consideration to giving your company some character.
Sunday, March 15, 2009
One week, 2 trade shows
We had the chance to make it to two industry trade shows this past week. The first one was the ASI (Advertising Specialty Institute) Show, which was held at the Javits Center in New York City. It's probably the biggest show on the East Coast, filled with numerous manufacturers trying to show off the latest and greatest in the promotional products world.
The second show was the Imprinted Sportswear Show, held in Atlantic City. This show, which is primarily geared toward companies that decorate clothing, either through silk screening, digital print or embroidery.
While both shows were well-attended and offered a lot to see and do, there wasn't a ton at either show that was truly different enough to create a strong buzz in the industry, unlike the "Lance Armstrong bracelets" of a few years ago.
At the ASI show, there were two exhibits that caught my eye. One was a company that makes a hat with a bottle opener in the brim of the hat. The second company was one that makes Big Stuff (like oversized items). Both companies offered items that are unique enough to create interest and sales -- which is the point.
The second show was the Imprinted Sportswear Show, held in Atlantic City. This show, which is primarily geared toward companies that decorate clothing, either through silk screening, digital print or embroidery.
While both shows were well-attended and offered a lot to see and do, there wasn't a ton at either show that was truly different enough to create a strong buzz in the industry, unlike the "Lance Armstrong bracelets" of a few years ago.
At the ASI show, there were two exhibits that caught my eye. One was a company that makes a hat with a bottle opener in the brim of the hat. The second company was one that makes Big Stuff (like oversized items). Both companies offered items that are unique enough to create interest and sales -- which is the point.
The big "news" from the ISS Show was the continuing advancement in digital printing. When it was first introduced, just a few short years ago, this method of printing was limited mostly to white and ash-colored shirts. Now, thanks to the advancements in technology, printing and inks, even black shirts look great digitally printed.
Seeing just these few items -- the hat, the big stuff, and the digital printing -- makes these shows worthwhile. These shows (and by now most people know I'm a big fan of trade shows) help us to stay sharp and always have new options to offer our clients and customers.
And, at a time when companies are trying to make themselves noticed, these options can make a lot of difference.
Wednesday, March 04, 2009
Trade Show Season...time for new ideas
It seems like the trade show season is upon us. Time to break out your best welcoming smile, your stack of business cards, your most comfortable shows, and your best ideas and ... then what?
If your company is like most, you're either going to set up or attend a trade show sometime in the near future. And, if you're like most companies, you probably will drag out a tablecloth or the tired booth design and hope to draw people to you booth with some pens or some frisbees or some trite idea.
But you don't have to.
Through the miracle of Facebook, we recently were able to put together a list of 30 trade show promotions. We don't mean 30 different things to give out at your booth, but rather 30 ideas for activities that you can do at your booth to generate buzz and traffic..and hopefully sales. Some of the ideas are BIG ideas...and some are admittedly small. The one thing they have in common, however, is that they have all been done before and they all worked before.
We've also put together a three-page Marketing Checklist to help companies with their marketing programs -- which should include trade shows. In fact, this checklist can easily be adapted for a specific event, like a trade show or product launch or mailing program.
Curious? Interested? Let us know....
If your company is like most, you're either going to set up or attend a trade show sometime in the near future. And, if you're like most companies, you probably will drag out a tablecloth or the tired booth design and hope to draw people to you booth with some pens or some frisbees or some trite idea.
But you don't have to.
Through the miracle of Facebook, we recently were able to put together a list of 30 trade show promotions. We don't mean 30 different things to give out at your booth, but rather 30 ideas for activities that you can do at your booth to generate buzz and traffic..and hopefully sales. Some of the ideas are BIG ideas...and some are admittedly small. The one thing they have in common, however, is that they have all been done before and they all worked before.
We've also put together a three-page Marketing Checklist to help companies with their marketing programs -- which should include trade shows. In fact, this checklist can easily be adapted for a specific event, like a trade show or product launch or mailing program.
Curious? Interested? Let us know....
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