Repurpose Your Publicity

Congratulations! You or your business has just been featured or quoted in an article in an industry publication or regional newspaper.  Having a third party publish information on your business, products or services can give you the kind of credibility that no advertisement can.

Now it's time to consider how you can maximize your publicity or leverage it as a useful sales and marketing tool. Here are a few ways to extend the buzz and the life of your press coverage:

1. Post on Social Media- Share a link to the article on both your Facebook  Page and Personal Profile, LinkedIn, Twitter and other social networks.

2.  Showcase it in your Newsletter or Blog- Repurpose your recent press by posting a media coverage roundup in your newsletter and/or blog.  Roundups typically revisit positive PR by outlining and linking to recent pieces of coverage.

3.  Include a Link on your Website- Include a list with links of all your news coverage (radio interview, web articles, print, etc.) on a Press Page on your website.

4. Leverage it as a Sales Tool- Print copies or create PDF's of the article for inclusion in your marketing collateral or proposals to prospects and clients.

What other ways have you repurposed your publicity? Leave a comment below!

Six Creative Ways to Make your Grand Opening a Success

When done right, grand openings (or re-openings) can be big attention-getters and can properly introduce your business to the community. A successful grand opening event can effectively launch your business and positively impact your bottom line. But it takes hard work, preparation and strategic promotions to make a grand opening work.  Here are some marketing activities and ideas to help you make that happen:

1. Spread the Word

Beginning a month prior to the event, send timely emails, fliers and personal invitations and use social media posts and ads (Facebook, LinkedIn, Twitter, etc.) to announce the opening.  Be sure your website is ready to go and create a video for YouTube that acts as a teaser ad for the grand opening. 

2. Traffic Generating Incentives

In conjunction with the grand opening, offer special incentives for customers who shop during the grand opening or within a short time period. Create loyalty programs that will keep those customers coming back regularly.

3. Use the Media

  

Send a press release to the local media (Patch, community newspapers) to emphasize what your business will be bringing to the community in the form of jobs or a needed service or product, etc.  Also, issue a media alert inviting the  press to attend your grand opening and include a schedule of activities, key attendees and photo opportunities.

4. Chambers and Mayors Offices

Speaking of photo opportunities, invite your mayor or local officials to participate in a ribbon cutting ceremony or to make an appearance. Also involve your local Chamber of Commerce who will help you spread the word about the event.

 5. Form Partnerships    

 Team up with related or neighboring businesses so that you all can contribute to and benefit from the buzz of your opening.  Create reciprocal marketing partnerships such as flier or newsletter swaps.

6. Be Community-Minded

Is there a way that your event can be tied in with a greater cause? Can your grand opening or event help the local community in some way?  If it can, you're bound to get more attention and publicity.

What other marketing activities have you successfully  implemented for your business' grand opening? Please share your comments below.

Six Innovative Ways to Promote Your Next Event

Looking for some new marketing ideas to give your next seminar, trade show or other corporate event a big boost? Here are some promotional activities that we implement for grand openings, but they can be applied to any event to help turn it into a smart money-making promotion for your business:

1. Be Community-Minded

Is there a way that your event can be tied in with a greater cause? Can your grand opening or event help the local community in some way?  If it can, you're bound to get more attention and publicity!

2. Traffic Generating Incentives

Coupons are always a smart marketing tool.  In conjunction with the event, promote a product or service that prospects will respond to and make it time sensitive to encourage a speedy response.

3. Marketing

Beginning a month prior to the event, send timely emails, fliers and personal invitations and use social media (Facebook, LinkedIn, Twitter, etc.) to spread the word.  Create a video for YouTube that acts as a teaser ad for the event.  Don't forget to include your special offer or incentive.

4. Use the Media

For big events, think about media partnerships with local radio stations, TV stations, newspapers and cable companies. In exchange for exclusive rights to promote your event on site, you can try to obtain on air promotions or advertising at no cost to you.

5. Advertising and Public Relations

If your budget allows, advertise in your local daily and weekly newspapers and on the radio for one to two weeks leading up to your event. Write a great press announcement and get it out to all the local trade and community outlets.

6. Form Partnerships    

Team up with related or neighboring businesses so that you all can contribute to and benefit from the buzz of your event.  Who can you create reciprocal marketing partnerships with for this event and ongoing? 

For more event promotion advice, contact Jocelyn Murray at 203.377.9980.    

Your Online Media Kit: What to Include and Why

If your company is launching a public relations campaign or pursuing any type of media coverage, a media kit is an easy, efficient way to introduce people to your business.


A media kit is simply an information packet about your business and products/services that is used to let the media and prospects know who you are. Consider developing an online media kit as a page on your web site that might include such items as: 


·        Company mission statement - What's the purpose of your organization?


·        Company profile/overview- Provide a description of your company, some background information and contact information.


·        Bios of key management personnel- Introduce the owner and executives of the organization.


·        Product or service fact sheet- Supply a concise overview of your products or services. For lengthier explanations, include links to PDFs or web pages that contain further details.


·       Copies of recent press coverage- Post links to recent mentions, interviews or other media coverage. Keep this updated and add to it as your business has more visibility in the news.


·        Press releases-  Show recent press releases as a introduction to the latest news and growth of your organization.


·        Testimonials- Share what your customers or partners are saying about your products, services or business.


Be sure that all components of your media list can be printed or downloaded (PDF format is preferable).  Keep your media kit updated and current so it can accurately showcase your business.