Tips for Promotion

 A way to attract attention to our venture is to choose an advertising or promotional medium that is unusual for our industry. Here are some ideas ...

Advertorials ... attention getters ... balloons ... billboards ... blog marketing ... brochures and pamphlets ... bulletin board signs ... bumper stickers ... bus and taxi ads ... bus bench/shelter signs ..

business breakfasts/lunches ... business cards ... business networking ... buttons ... calendars ... charitable contributions ... high profile ... charitable volunteerism ... city/regional magazine advertising ... classified advertising ... community involvement ... computer bulletin board ... computer data service ... consumer magazines ... contests ... co-op advertising ... customer newsletters ... decals ... demonstrations ... developing a sales slogan ... direct mail and sales letters ... direct mail with co-op advertising ... discount coupons ... discount premium books ... door hangers ... door-to-door canvassing ... drive-time radio ... employee events ... endorsements or promotion by famous personalities ... enthusiast magazines ... envelope stuffers ... envelope advertisement ... event sponsorship ... exterior building signs ... fliers and circulars ... folders and binders ... format radio ... free information ... free trials ... general business magazines ... gifts and premiums ... grand opening/anniversary celebrations ... greeting cards ... grocery store cart signs ... home parties ... hot air balloon ... Internet ... letterhead ... local business magazines ... local cable ... local newspapers ... local TV ... loudspeaker announcements ... magazine ... mailing labels ... major network TV ... membership in organizations ... messages pulled by airplane ... moving billboards on trucks ... mugs ... magnetic holders ... etc. ... multiple purchase offers ... national cable ... national newspapers ... news releases ... newsletters ... newspaper ad ... newspaper insert ... offer a reward for referrals ... on-line computer services ... package inserts ... packaging ... per-order/per-inquiry ads ... personal letters ... personal sales ... picket your establishment ... place mats ... point-of-purchase signs ... postcards ... price specials ... print advertising ... print on the box/container ... product exhibitions ... programs and yearbooks ... promotional plan chart ... proposals ... public relations and publicity ... radio advertising ... radio spots ... rebates ... referral incentives ... reminder advertising ... sales calls ... sales incentives ... sales tools ... samples of product ... search lights ... seminars ... free or low-cost ... send a thank you note after a new purchase ... share costs with event sponsors ... shopper classified newspapers ... sidewalk signs ... signs at sporting events ... signs on your building ... signs towed by airplanes ... skywriters ... special events ... special sales ... specialty items ... spokesperson ... sponsorship of charitable events sponsorships ... statement stuffers ... stickers ... symbols ... take-one racks ... talks and presentations ... tape or ribbon ... telemarketing ... telephone hold messages ... telephone pole signs ... television advertising ... television spots ... thank-you letters ... tie-ins with other products ... tours ... trade and technical magazines and newspapers ... trade fairs ... trade journal advertising ... t-shirts ... two-for-one offers ... vehicle signs ... video commercials in stores ... video tapes ... walking signs ... window signs ... and yellow page advertising ...

Traits of a Good Press Release

1. Trait #1 – Make sure the organization you belong to is very clear.  Placing this information at the top is a good start.
2. Trait #2 – If your press release doesn’t contain news, you may as well not even send it.  Promise news at the top with “NEWS RELEASE” in a larger font than the rest of the press release.
3. Trait #3 – One of the main traits of news is that it is current.  Since you are offering news, make sure it is as current as possible.
4. Trait #4 – Get the name of the person you are sending your press release to and place it in a prominent position.  Be sure to double check the spelling.
5. Trait #5 – Provide a specific contact person with a phone number where they can be reached. Don’t make contacting you a challenge.
6. Trait #6 – It’s important to inform your contact when specifically you’d like your press release to be run.  If you don’t have a specific date, be sure to allow for immediate release.
7. Trait #7 – Just like your other marketing materials, headlines are a must.  Include a newsworthy angle in your headline for best results.
8. Trait #8 – Where is your press release being released from?  It’s always best to use a local angle, so try to place the story from a local perspective.
9. Trait #9 – Try to tell your entire story in the first paragraph.  If everything else is cut, at least you got your main points in.
10. Trait #10 – Turn the story in a personal angle as soon as possible.  Use quotes from known individuals if possible.
11. Trait #11 – Use subheads to highlight important parts of your story.  People are busy and only read the parts that interest them, so include subheads for each of your target markets.
12. Trait #12 – Beware of sexism and humor.  What is funny to some groups may be offensive to others.
13. Trait #13 – Use quotes from each of your target markets.  Be sure to include quotes from groups that read the publications you have targeted with your press release.
14. Trait #14 – Use later paragraphs for dispelling or confirming rumors. It’s always best to cover your bases with a little objectivity.
15. Trait #15 – Include quotes from senior executives to build credibility. News releases are taken a little more serious when the boss’s name is on the line.
16. Trait #16 – Could the local community perceive your news in a negative manner?  If so, highlight the potential positives.
17. Trait #17 – If promising a specific future result, be flexible.  Not reaching your specific results on time will always bring bad publicity.
18. Trait #18 – If space permits, allow your executive to inject some human interest to the story.  Use these quotes as a transition back to a more positive tone.
19. Trait #19 – Is there an executive that matches the demographics of your target audience?  If so, place them in your target audiences shoes to close the story with added trust.
20. Trait #20 – The notation “-30″- is the standard way of concluding a press release.  Keep your press release to one page!
21. Trait #21 – Including photographs is a great way to gain more attention for your story.  Make sure the photos you submit are easily reproducible and will hold their quality in both color and black and white.
22. Trait #22 – If you have other media you’d like to include or have available, be sure to provide the information here.  The more peripheral media you have available, the easier it is to use your press release in a story.

The most important things to remember are to include a newsworthy angle that is of interest to the local community or specific readers of the publications you send your release to.  By including as many of these traits in your next press release, you will drastically increase the likelihood of gaining some free publicity for your small business.