Category Archives: Publicity

How Can I Market Our Moving Services?

Publicity, Services

I was recently approached to develop a marketing strategy to utilize our recent accolade as the #1 mover in the country. However, this is the tenth year in which we have received this rating so our current target list has ‘heard it all before’ with little or no action on their part. We have narrowed down our target audience to focus on individuals and families selling ‘prime’ real estate $1M upwards. How can I approach this audience and the Realtors and brokers linked to these individuals? My research indicates that this group is extremely wary of providing referrals to their clients with the possibility of disaster move resulting.

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How about teaming up with Realtors and offer them a way to take care of the buyer/seller: moving is included in the price of the move, and the move is 100% guaranteed.

If you’re as good as you say, then roll in the cost of (a third-party) mover’s insurance.

People are generally wary of people they don’t trust. To build trust, you need testimonials, independent testing (do you get data after the move to find their level of satisfaction and measure it against the amount you moved?), and extraordinary stories (very tricky things to move, expensive, fragile, high-profile people, etc.).

How Can I Attract Holiday Interest To My Mall?

Publicity

I represent a major mall. Each year we get the usual media coverage on what’s hot, what’s not, holiday gift ideas, etc. We are wanting to do something different that will attract the media’s attention and be fun for shoppers, too. If we can tie into a media partner, all the better. I’m looking for some creative ideas that will generate extra media coverage. Your thoughts?

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Do a holiday pet adoption. In San Francisco, Macy’s does an elaborate window display for adoptable animals (in conjunction with the SPCA). It generates a lot of foot traffic and media attention (not to mention some great adoptions).

What Are Good Activities For A Horse Stable Open House?

Publicity, Services

I have a horse riding stable where I give lessons to all levels of riders. I want to host an open house to draw in more young children who want to learn to ride. I plan to offer door prizes such as riding lessons and trail rides. I also plan to have free horse rides, balloons and hot dogs. I am looking for any more ideas you may have for activities to offer at the open house or for ways to promote it.

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Once you get the kids there, so long as there isn’t a negative experience, it doesn’t matter much what your activities are. The key is that they should all be 100% fun & safe. You want everyone to feel like they can trust you and the horses.

To get people to the horses, you need to go where the kids (and their parents) are. If you’re doing this during the summertime, then co-market with day camps (offer to give them a % of the sign up, or pay a flat fee to allow you access to their e/mailing list, or hand out flyers at the end of the day, etc.). During the year, you’d approach local schools.

For more guerrilla-like approaches, team up with an ice-cream truck. Ride a horse in front of the truck in the neighborhood. Hand out flyers, etc.

Marketing in a Flash

Creative Business Ideas, Publicity,

In A FlashLet’s say that business is slow, so you want to market a new product you’re selling. How can you get the word out “yesterday” and get measurable results?

Direct mail. A simple flyer can be created in a day or so. Printing and attaching labels (if you do this in-house) is another day or so (depending on your mailing list size). If you’re sending via bulk mail, or you need to use a printer’s services to print postcards, etc., you’ll need more time. Minimum time until seen: 1 week.

Print. If you already have a regular print campaign (in a publication), then it’s simply a matter of creating the new advertisement and waiting until the next submission date. Minimum time until seen: 3 days (for a daily publication).

Radio/Television. If you already have a campaign, then you need to record (and edit) a new message. If you need to create an ad, it’ll take time to interview agencies, hire talent, negotiate contracts, etc. Minimum time until seen: 2-3 weeks.

Press Release. To create a press release and submit it to the “wire” takes less than a day. There’s no guarantee that your press release will ever be published.

Blog. Respond (on-target) to a well-visited blog and introduce your solution. Minimum time until client contact: immediately (if your comment is approved).

Telephone. You can start calling your existing clients as soon as you’ve crafted your “message”. Minimum time until client contact: immediately (once you’ve got them on the phone).

Email. You can start emailing your existing clients as soon as you’ve crafted your “message”. Minimum time until client contact: 1 hour.

Internet Pay-Per-Click (or Pay-Per-Action). Creating a campaign is as simple as signing up, bidding on your keywords, and establishing an account. Minimum time until seen: 1 hour (immediately, once the account is established).

Internet Viral Video. Create a (series of) funny or novel (short) videos. Upload them to a free video directory. Start blogging (or have your friends blog) about the video. Minimum time until seen: immediately (once you’ve uploaded it and told people about it).

How Can I Attract People To My Home Builder Booth?

Publicity, Services

My company is going to be exhibiting at a Home Builders Convention. We offer a website that would allow builders to research potential development sites. The theme for the convention is “Under Construction”. Any suggestions for what we can do with our table? We will have a computer and flat screen tv to display our website.

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I’d create a video showing people using your software and have that running on a loop. Ideally, show the actual home (“under construction”) shown on an inset as the software is being used to design that aspect of the home. This makes it obvious what you’re selling to people casually walking by, and you can spend more time pre-qualifying leads.

How Can I Attract Delegates To My Symposium?

Clubs + Associations, Publicity

I have six weeks to do a regional symposium and series of workshops involving 600 pre-screened delegates. Using a random quota sample list of 2,400. Will I be able to have 600 delegates attend, using a two letter drip marketing campaign?

I will pay the delegates’ way, if necessary, offer perks, provide national TV coverage, and have them participate in family financial workshops, global environment forums and interact with the top three candidates running for President from both parties.

I have ten weeks to accomplish this task, including the first four weeks devoted to website fund raising and also engage in our PR firm’s scheduled series of news conferences, book signings, and private party fund raising events.

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It depends on the appearance and content of your letters. I understand why you need them, but why do they need you (what’s in it for them)? You’re giving them a “working” vacation, but more than that, what problem are you solving of theirs?

As a “Concerned Citizen”, how will their appearance matter? Why will they feel “heard”. If you need their input, why can’t they simply answer a questionnaire. If really only need them to attend for their smiling faces for TV coverage, then you need to make that clear.

Politically, people can be distrustful of the “process” and marketing of candidates. You don’t want to disenfranchise them any more. If you’re sincerely looking for input to create a list of the core issues for representatives of your region, and are willing to make this sharing two-way, then you have a higher likelihood of success.

It’s all in the presentation of your marketing message.

How Can I Get More Customers For A Nail Salon?

Publicity, Services,

I am managing a nail salon in downtown Denver. Currently, there are hotels with nail/salons in them as well as three surrounding nail salon competitors. I have the best location in terms of the busiest location but I want more clientele. I am surrounded by many businesses and the busiest hour for me is lunch time when everyone goes on break. My downtime is the evening time. What can I do to get people to constantly come in at all times? There are many many people walking on the mall and passing my shop each day-what can I do to get them to come in? The shop is rather small and very narrow-it is between a Jamba Juice and a mom&pop ice cream shop and both of the shops get really busy. Should I make a sidewalk sign to show people that we are here? Should I have happy hour?

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My wife tends to only frequent establishments that have people in them. So, one idea is to have more people being worked on at your salon. Imagine helping out a local breast cancer or homeless mom’s group – schedule people to come in for a free manicure (etc.). Send out a press release announcing your goodwill within your community.

Do mini-makeovers at the salon. Teach people (teens? single moms?) how to improve their looks easily. You could sign up people through your local community ed program.

Another suggestion – co-market with other stores. While the snack shops might be a candidate, think of the places your clients are likely to go: women’s clothing, women’s shoes, etc. These establishments would be natural partners of yours.

The trick is to simply get people used to coming in your front door.

Should I Send Out Press Releases?

eMarketing, Publicity, , , , , ,

A few months ago I published a new on-line boutique website offering designer laptop bags. I have a small budget and would like to know if there really is any GOOD FREE PR websites; or any PR firms that you could steer me too. I have no experience in this area at all. I have written my own press release but don’t know where OR what to do next.

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Press releases are great for disseminating something new (that may be of interest to the media). However, they’re not a substitute for marketing / advertising.

What I think you want is targeted traffic for your website that converts into customers.

Before you get more traffic, I would encourage you to enhance your website. To actually see a good picture of one of your bags for sale (ignoring the 2 that are on the home page), it took me 3 clicks to get to the page. My suggestion is since you have an ecommerce site, make the site easier to navigate, and quicker to see the merchandise to entice me. For example, when I want to buy bags, I don’t want to read about your bags (which is basically text that you’ve artificially created for the search engines) – I want to see them. Once the site is enhanced, then increase your traffic.

If you don’t have a big budget, then start by doing a keyword investigation to see what people are searching on and what’s (and who’s) ranking well. Given your price point, a PPC campaign may make sense as well.

You also want to get mentioned in the various fashion magazines, blogs, and websites if you have something special/unusual. For the magazines, a targeted press release to the proper editor would be better than an press release “blast”. On blogs, feel free to post something of value and get a backlink. On fashion websites, contact the owner and see if they’d be willing to give you a mention.

How Can I Attract People To Art Classes?

Clubs + Associations, Publicity, ,

I am working on a proposal for a not-for-profit community based arts education and exhibition center. I’m looking for some creative ways to reach the target audience, which is 50 years of age or greater, economically comfortable, sophisticated, with an interest in, but not necessarily experience in the creation of art and live in identified geographic areas. Has anyone worked with this segment of the population as it pertains to marketing art classes, and if so, what did you find worked best in reaching them? The center is looking to grow student enrollment by 15 percent per year.

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If you’re looking for new students, figure out WHY your target would want to create art: improve their business? family? creative outlet? new career? therapy? community? Each of these goals have different messages and would appeal to a different subset of your target.

Here are some general ideas:

  • student art shows in public places (community center, city hall, etc.)
  • take class into public place (town square) and let people walking by participate
  • involve your non-profit with your local chamber of commerce
  • co-market with other art non-profits in your area (opera, chamber music, art shows, etc.)
  • showcase your student’s works in a raffle