There are a myriad of ways to generate publicity (which is a kind of ‘free’ advertising) without spending much cash. But advertising or promoting your buinsess through a combination of paid and non-paid-for means is key to surviving in the business jungle.
Also, what works for one company might not work for another. For example, a standard tailor is not of much interest to the press, so a press release probably wouldn’t benefit that type of business as much as it would for, say, a new type of gourmet store.
You might want to start with publicity – providing the media with news and other information on your business to get media coverage. The thing is, when you do not pay for the coverage (‘free’ publicity), you basically have no real control over the timing or content of your publicity. And there’s no guarantee you will get that publicity.
That said, there is one ‘free’ publicity tool that does the business – the humble press release.
A properly formatted, professionally written press release will stand a much greater chance of grabbing that media attention for you and get your business/name in the newspapers and magazines, as well as on radio and television.
As a copywriter, editor and ex-journalist, I write or polish press releases on a regular basis, so I know what works and doesn’t. I’m currently writing a report on this and will let you know when it will be ready.
A low-cost, highly effective option is postcard marketing. It’s a really great way of getting and keeping your name in front of your prospect list or target audience. I covered this in the first issue of Communiqué for Success!
Another method is to form alliances with other entrepreneurs with a product or service that is similar to or complementary to yours. It doesn’t have to be a big network; a group of three can easily work. The point is for each person to agree to refer newspaper reporters to each other whenever they get approached about a topic on which you all could comment.
Finally, online networking sites such as Ecademy and LinkedIn can be great promotion platforms. And they’re a fantastic way of searching for contacts.
It all boils down to acting upon opportunities, effective communication, and building relationships and, most important of all, trust.
Copyright, 2007 T Dooley, Creative Consultant – PR Guru – Marketing Diva
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