Category Archives: Publicity

How Can I Reach Large Student Audience?

Publicity, , ,

We are going to make international student brainstorming competition and the prize for winners will be more than 200.000 EUR. Do you have any idea how to reach large student audience with low costs? Of course we are going to contact universities and some student organizations, but we are also in looking for some other ways.

###

Money may be a good motivator, but also a theme that people care about to brainstorm on (“Global Warming”, “Increase in Cancer Rates”, “Increase in Divorce Rate”, “Reducing Homelessness”, etc.) Make the theme socially relevant to get people who are passionate to participate. Make the submissions visible so others can be inspired by others’ thoughts (which is what brainstorming is all about).

How Can I Advertise My Business For Free?

eMarketing, Publicity, Starting Out, ,

I want to advertise my business on the web.

###

There are lots of places to advertise on the web. The question is, where are your potential clients looking? What problem do you solve for them? How do you solve their problem? Why should they trust you?

Before wasting your time posting, figure out your strategic marketing plan. Then, you can advertise for the right customer at the right place at the right time (and stand out from all the other free advertisements).

How Can I Promote A New Book?

Products, Publicity,

My company is now in the process of launching a new book. They asked me to help them think of ideas to launch this book and I need some help. We plan to release 2,000 copies to local bookstores and do some book signing. I’m planning to make a marketing plan for this project. But until now I don’t know how am I going to promote the book to its target market.

###

What’s the goal of the book? To make more money? To get PR for the author? To inspire others? Is there a desire to tie this book into a back-end seminar or coaching service?

If you want to sell books to make money: ensure you at least follow the traditional route. Get an ISBN. List it on Amazon.com, Google Books, etc. Create a website for the book. Get it reviewed (not necessarily by professional reviewers – it could be friends, people mentioned in the book, etc.) and publish the reviews.

If you want to garner PR: send out the book for free to all your existing clients. Give it away to all new contacts that you make both online and in-person (meetings, shows, etc.). Give copies to local service organizations to give away.

If you’re simply trying to inspire: Donate all profit will be donated to a charitable cause (and follow through). Ideally, make it clear that the book is being paid for out-of-pocket and ALL revenue (not just profit) will be donated. Have the charitable cause(s) help do PR to their mailing lists.

If you want a back-end product/service: Make sure that the book has a “contact for more information” page at the end. With each book sale, give the purchaser a free ticket to an upcoming workshop (or even, 2 tickets!). At the workshop, provide real value, and upsell another workshop, DVD, coaching group, etc.

How Can I Market Sensuality Products?

Products, Publicity, Starting Out, ,

I have recently signed up to do home parties for a new business called Sensuality. It is similar to Fantasia (same concept) with different products. We do same sex parties, couples parties….anything! Fantasia is so well known that it has been very hard to get our name out there. The person who created the business is doing well with her website and also writes a sex ed column for the local paper. But how can I market myself?? I also have a background in the sexual health field…this is something unique that Fantasia doesn’t have…All my friends have already had parties so…word of mouth hasn’t started to work yet. What can I do in the meantime?

###

If your products are simply different (you didn’t say, “better”, “higher quality”, “USA Made”, “Hypoallergenic”, “guaranteed”, etc.) then you need to focus on your differentiator: your background in sexual health.

Your approach can be: “Instead of simply buying gimmicks, let me teach you a fun and better way to achieve long-lasting intimacy using our products.” The key is teach / intimacy. Your insight is what will draw people in. The products you sell will be the revenue stream.

Offer paid classes in your area. For the price of the class, attendees get a full-priced credit from your catalog (i.e., if your class costs $25, give them $25 towards the purchase of your products). You’re creating additional value, rather than simply having a free class (which is perceived as a non-value).

Your intimacy classes (for women/men/couples) could be offered through your local Yoga studio, Gym, Personal Trainer, Beauty Salon, Nail Care Studio, etc. Basically, places where people who care about their appearance go. If there’s a romantic restaurant in your area, consider co-marketing with them (use their back room during a slow day). Your local hotel/motel that has conference facilities would be a good bet (once you have advance sign ups, to avoid paying a lot out of pocket).

As you do your presentations, start recording them. They can naturally become a revenue stream in their own right.

If you can’t give up $, then co-market:

If you do your presentation in a music store, and hand-pick music selections to go with your products.

…in a wine shop, choose wines based on personalities, positions, etc.

…in a video store, choose movies that are couple-friendly.

…in a gelato store, choose sensuous flavors.

You get the idea.

How Can I Inexpensively Market A Book?

Products, Publicity, , ,

Do you have an eBook or a physical book? Does the book have an ISBN #?

If you have an ISBN, then Amazon & Google Books are certainly appropriate places to get listed.

If you don’t, then you’ll be self-promoting your self-published book. As a minimum, provide a website for the [e]Book (or a page in your existing website’s store). Provide samples of the book’s contents, as well as price, size, number of pages, etc. You need to build trust in the prospective buyer.

Don’t forget free classified services, such as Craigslist, etc.

If the book is more than a how-to (i.e., it’s a personal story, etc.), then create a press release for it, and distribute it (there are lots of services, such as www.free-press-release.com).

If there are self-contained excerpts, publish them at various article banks online.

To get people interested in your book, post information where your target audience visits online. Likewise, try to get people to link to your book. If you have a blog, announce it.

How Can I Market A Fishing Program?

Publicity,

My client runs a fishing program – where people get pins, hats, certificates for catching the biggest fish in the State. … What can be done to spruce this thing up to the public: what other types of promotional things could we do with the email lists received from the program? What else can be done to earn cash from these fishermen? What innovative things can be put in place to make this program huge across the Country?

###

  1. To get more of the public interested: Interview current record holders. How did they catch their winner? What was special that day? Any special techniques that could share? Have the videos available for online viewing (as well as YouTube, Google Video, etc.). Make sure that online videos feature your program’s website prominently.
  2. To get more $ from people registered in the program: Offer a workshop by the current record holders, where they’ll teach some of their secrets. Use the above videos as a teaser for the workshops.
  3. To get more people fishing in the state: Another video, this time focused on the places people fish. Not just the water, the facilities nearby, the great community of support companies. The Weather. The Hotels. The Campsites. Show how easy it is to get to some of the great spots (time from fly-in to drop hook, etc.).
  4. To attract existing fisherman to a new fishing context: Make all-in-one packages. Meet people at airport, drive to/from campsite/hotel, boat rental, drive to/from boat, rod rental, guide, packed meals, etc. Guarantee you’ll catch a fish or else… Have a program for the non-fishing people in the family: teach fishing, tour of town, art museums, live music shows, shopping trips, kid camp, etc.

Tune In To Video Marketing

Creative Business Ideas, Products, Publicity, Services,

Is your product or service visually appealing? Do you offer workshops? If so, consider making videos to highlight your business on your website. It’s not as hard (or expensive) as it once was.

Video marketing can range from a clip of a seminar, a tutorial, a demonstration of your services, to a commercial.

Tips:

  • Your video should fit with your business image and target market.
  • Know your niche.
  • Provide something of value (even humor has value). Just like in all marketing, you want people to pass your information around to others in their network.
  • Ensure that your website’s name is prominently displayed throughout the video. You want people to be able to find your business easily (if they aren’t watching the video on your website).
  • Offer your video in both low-fidelity and high fidelity options. Lower fidelity takes up less space on the screen (smaller), grainier, and monaural (and is quicker to download).
  • If you’ll be offering the video for viewing on your website, offer both QuickTime and Windows Media formats.
  • Allow your videos to be downloaded to your client’s computer (not just viewed in the browser).
  • Consider uploading the video to free video sites such as YouTube and Google Video.

I’ve recently been involved in two (online) video projects:

The first project was shot using a (unattended) digital camcorder on a tripod. I transferred the raw footage to a Macintosh computer using MediaFork and edited it with iMovie HD. During the editing process, I titled, compressed and reduced the high-definition video in size. Total out-of-pocket expense: $69.99 (iLife). With no marketing budget, on the first day, there were over 500 viewings of videos on YouTube alone. It has generated significant web traffic, inquiries, and sales.

Video #1

The second project was shot on a makeshift set with green screen backdrop (to insert a digital background). It was shot using a professional video camera, a stereo MP3 recorder, and 3 floor lights. Total out-of-pocket expense: over $2000 (set + rentals + camera man + director + editing). This project is still in production.

Video 2

Creative Marketing Signs

Creative Business Ideas, Publicity, ,

I love seeing creative signs that underscore a business’s message. Here are a few to get your creative juices flowing:

Linen Ladies Bug LinenLadies.com caught my eye with a great moving billboard. The car is an 1973 Fiat 500 R shrink-wrapped with catchy graphics. The ladybug connects with the business name and immediately starts conversations.

Dr. Rabin Mailbox

 Dr. Rabin’s mailbox does double duty. One glance is all it takes to get a sense of his business. It also is a great landmark.
Blackboard Sandwich Board What catches my eye with this sandwich board sign is the clean retro look. The blackboard is also quite functional.
Coca Cola Goggomobil A 1959 Goggomobil Transporter Pickup shrink-wrapped. The graphics reinforce the company’s product.

Top 10 Ways To Get Noticed

Creative Business Ideas, Publicity,

Here are my rules for businesses to get noticed by (potential) clients.

Do something…

1. … altruistic – People care if you’re trying to help people.

2. … politically incorrect – Challenge the prevailing wisdom.

3. … current – Tie your message to something in the news.

4. … clearly useful – Save a life. Save money. Save time.

5. … personal – Don’t stand on a pedestal. Share your fears and joys.

6. … funny – A humorous story gets passed around often.

7. … transparent – Avoid the “it’s too good to be true”. In your offers share what’s in it for you.

8. … outrageous – Take an idea to an extreme (“Pogo stick Olympic games”)

9. … measurable – Let others be the judge of your work (“Consumer Reports Magazine”).

10 … simple – Use few words. State the essence.