Spring is finally in the air and as we see signs of nature waking up, it is a good reminder to reawaken your marketing efforts, which may have gone dormant during the winter.
If it has been a while since you have initiated a publicity or promotional campaign, now is the time to do just that and to breathe some new life into your business. Below are some steps you can take today that can attract some attention for you and your business in the months to come:
Step 1: Connect with the media through a news release or a pitch about your business. If you are launching a new business, sending a news release to the media is a great way to let the media and the public know about your new company. However, even if you have been in business awhile, you might be engaged in activities that could be considered newsworthy. Did you add a new product, service, or menu offering? Did you hire some new talent? Or did you promote someone from within your company? These updates provide a good reason to reach out to the media and let them know that you are still in business and doing well.
Step 2: Host a media event. It is one thing to send a news release or a pitch to the media, but hosting an event designed specifically for media is a more proactive way to gain attention for your business. For example, if you own a spa, why not host a spa night where you provide mini-versions of the services you most want to highlight. If you’re a developer, you could host an open house to allow the media to get better educated about your projects. Whatever the focus, media events offer the chance to connect in person and to provide more information in a hands-on way.
Step 3: Free promotional cards. If you are in a business that depends on new customers or clients, a promotional card that offers something for free or at a discount, is an excellent way to have new potential customers sample your business or services. Once you get a new customer in your door, you have a great opportunity to show them what makes your business special and/or unique. And remember if you want them to return, be sure to say, “we look forward to seeing you again soon!”
Step 4: Community Outreach. I am big believer in working with the community in which you do business. Your community can be the lifeline of your business, so it is important to connect with them on a one-on-one basis. I suggest researching the Resident Neighborhood Organizations (RNO) in your area to explore how you can connect with the residents in your community. You might offer to host one of the RNO’s monthly meetings to get acquainted with your neighbors. Research other groups within your neighborhood that may be worth supporting and performing outreaching to including, mommy groups, sports leagues, schools and nonprofits.
Step 5: Direct mail campaigns. Combining direct mail with your social media marketing and publicity efforts is a powerful combination. Direct mail makes it easy to target your audience and to increase your brand recognition. If done on a consistent basis, it will help amplify the results of any marketing, promotion, or publicity campaign.