Small Business Marketing Tools to Get You Free Publicity

As far as small business marketing goes, free publicity is gold. It’s not just that you’re getting your company name to the public without having to pay for it; it’s that the news publicity – whether it’s in a magazine, newspaper, or online, weighs more heavily in your prospective customers minds. Even as skepticism reigns, people see information printed by news-type sources (whether in print or online) as being more truthful, more objective, than information that’s paid for by the company (advertising).

But simply sending out a press kit to your local news media won’t guarantee you that free publicity. The cardinal rule you have to follow is that your information must be newsworthy. One of the ways that news media keep their reputation as objective sources of information is that they are – they’re not going to print a thinly-veiled ad for your product or service as a news piece. But if you write a release that accomplishes both goals – offering the news media an interesting, informational story and letting potential customers get to know your product or service – that’s where free publicity really pays off.

To start, you need to develop a press kit as a standard component of your small business marketing materials. Your press kit should include:

Small business marketing press kit component 1: A letter to the editor of the newspaper (or magazine, or internet site) pitching your press release as a story idea. Many components of your press kit can be recycled, but the letter to the editor should change every time to send out a new press release.

Small business marketing press kit component 2: The press release. Your press release is where the journalist will look to find most of the information for her story. In the release, you should describe the news item (the launch of a new product that will revolutionize consumer’s lives, for example). Feel free to quote yourself and others in the press release expounding on the issue (that way the journalist won’t have to contact you or others for quotes when she’s writing the story).

Small business marketing press kit component 3: Your business card. Make it easy for the journalist to contact you.

Small business marketing press kit component 4: Your corporate bio. Journalists often like to add background information into their stories; make it easy by including a corporate bio that offers the important information about your business, including who founded it and when, location, and other interesting tidbits.

Small business marketing press kit component 5: Relevant photos. The keyword here is relevant: include photos of the topic your press release is about. If it’s a new product, offer some interesting photos. If it’s a new day care service, offer some pictures of the employees with the kids. Use photos that will make your story more compelling.

Small business marketing press kit component 6: Testimonials. It can be a great strategy to build quotations from current and past customers right into your press release. But even when you do that, don’t be shy about adding more.

Small business marketing press kit component 7: A data sheet for the relevant product or service. A data sheet with give the details about your product or service (that’s being covered in the press release). Relevant details include pricing, components, materials, size, weight, and part number – if applicable.

You should put all seven small business marketing components of your press kit into a folder – ideally one with your logo on the front to finish off the presentation.

Once you’ve created an appropriate small business marketing press kit, you can think about the kind of media outlets that you want to target. That small business marketing decision should be based on where your customers are – are they online, reading the local daily, or a national newsmagazine? Free publicity won’t mean much if it’s not picked up by your target audience – your prospective customers.

Once you’ve decided the media outlet that you want to target, find out who the managing editor is and send a personalized press kit to her. Or, if the publication is very large, send a personalized press kit to the journalist in charge of your area (for example, the Food journalist if your product is gourmet brownies or the Technology journalist if your product is computer software). You can also send out a press release for mass distribution using one of many online press release wires.

Leadership Tips – Small Business Requires Faster Decisions

Introduction

This leadership tip has something in it for managers everywhere, but it’s particularly targeted at those of you with large company backgrounds who have made career moves to smaller businesses that you own and/or manage.

My background is primarily in large scale management of IT organizations. The companies where I’ve worked were places where changing a process or behavior took some time. I always thought I was quicker than most, and action oriented. As a small business owner, I found I had to be much quicker.

I’ll offer this leadership tip in the form of a story. It’s a story of how taking your eye of the ball can cost you money, and worse than that can cost you customers.

My First Small Business

I opened a small personal services business. It was located about an hour from my home office, and with all my other commitments I knew how important hiring the right manager would be for this shop. It took a few tries, but I found one with a good background and references, and she seemed to quickly develop loyalty to the business and to me.

For the first six months we grew slowly but steadily. We were behind plan in terms of customers and revenue, but the trend was up. There were a few staff issues, but overall turnover was okay. I decided to invest a little more in marketing to try and get more new faces in the door.

Over the next three months, customer counts were mostly flat, and average sale was actually down a little. Concerned, I visited the shop a few times more than usual. The people were not as upbeat as they had been. When asked about that, they attributed their moods to less business and less enjoyment of the job. I wondered about seasonality, the economy, and whether I needed even more marketing investment.

Want to know what was really going on? My trusted manager had some personal problems that I had not been aware of before, and was exhibiting some totally unacceptable behaviors:

  • Criticizing staff in front of customers
  • Intimidating staff, letting them know they were at risk of being fired, and telling them I was out to get them.
  • Stealing money by voiding transactions and other means

The Damages

I’m still figuring out how much money all this cost me, but the money is only today’s problem. The customers I’ve lost are a more serious longer term issue, because many of them won’t be coming back.

When I figured out what was going on, I moved quickly to fire the manager. There were only two problems:

  1. I was too late, and there had been several months of damage done;
  2. There was collateral damage. I had to fire two other employees who had adopted the attitude and behaviors of the manager.

Today, I’m working on putting together data to see if I can assemble a case for prosecuting the employees and the manager. An even higher priority, though, is the work I’m doing to recruit and orient new staff and develop a recovery plan for our customer service reputation.
This leadership tip was a painful lesson that I hope never to repeat.

Online Printers for Businesses: Five Great Uses

Businesses have many printing needs. While they used to have to rely on the print shop down the street, online printing companies now offer many of those services quickly and at affordable rates.

Here are five great ways to take advantage of the service of online printers for your business:

1. Stationary printing – Stationary and letterhead is, perhaps, the most prominent representation of your business. Everyone you have correspondence with will see your stationary, so having one that is well designed and printed in a high quality way will make your business appear professional and successful. Choose from text-only designs to those with multi-colored graphics.

2. Envelope printing – When mailing or delivering correspondence, envelopes are the first thing people see. These can also be professionally printed with your company name and, if you like, your logo so that your branding is immediately established to potential customers.

3. Business card printing – Inevitably, nearly everyone who interacts outside your company will need business cards. Online printers have a lot of experience with business card printing. There are hundreds of templates available online that can be used or customized to match your business needs. Plain white cards with text online, multi-colored cards, cards with logos, or those decorated with dramatic all-over graphics on both sides are all available. You can also upload your own graphical design and have it printed on cards of your choice.

4. Flyer printing and Brochure printing – When your business relies on flyers or brochures to highlight different services or products that you offer, having them produced online is quick and affordable option. Create your designs in house and then upload them to be printed. All the same printing choices, including special finishing treatments, are available.

5. Gift certificate printing – If your company offers gift certificates, having them printed professionally can make a much better impression that using stock certificates that do not identify your business. As with other materials, you can create your own design or choose from templates that can be customized to meet your needs.

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