The Power Publicist

Archive for July, 2009

Recently I was asked to give a talk about marketing to new franchisees of one of my clients, EcoMaids.

EcoMaids is a great company. And I’m not just saying that because they are one of my clients. I have been a client of theirs since they began. Why do I sing their praises? They keep my house clean — well, as clean as you can with twin toddlers running about — and they use safer, green products to do it.

At this presentation, I was discussing the importance of being clear about the market you are targeting before deciding on any marketing tactic or technique. You need to know exactly who you are trying to reach before deciding the best way to reach them.

I suggested the most likely target market for their cleaning services are professional women with kids. Everyone agreed. After all, it’s these moms who not only can afford a cleaning or maid service on a recurring basis, but need it because they simply cannot afford the time to swish toilets with everything else going on.

One franchise owner added that these moms make it a priority to live eco-friendly lives. She suggested targeting green activists and people dedicated to eco-friendly lifestyles.

I had to disagree. Sure, all moms are concerned with toxins and chemicals when it comes to their children, but do most professional moms really make a huge effort to live green lives? No. Some may try, but most don’t have the time to do everything they could to minimize their impact on the environment.

That’s why they need services like EcoMaids:  they simply don’t have enough time. Sure, there are exceptions to every rule but the reality is that the eco-friendly concept is an added benefit, not a main reason for the decision to hire a cleaning service.

The franchisee argued with me quite forcefully and in doing so explained how important it was in her life – and the planet’s — to be environmentally conscious. And she is right that it’s an important issue. I wish I could be more like her, as I am sure many other moms wish they could too. In fact I have many friends who I admire for their green lifestyles. However, when I think of these friends, I realize that none of them would be interested in paying for a cleaning service.

I suspect this franchisee chose the EcoMaids franchise because of her ecological commitment. But that doesn’t mean her target market will have the same level of commitment.

And in business if you confuse your own motivations with your target market’s motivation, you are going to miss your target.

Her target market is busy moms. The fact that EcoMaids are green may be an added benefit for these customers, but it’s not their reason for hiring a cleaning service. If she keeps that in mind she will attract more customers.

And ultimately, the more customers she attracts – whatever their motivations – the more she will be able to do for her goal of helping the environment.

Every business needs the same things to become or remain a success.

Paying customers or clients are a given, but there is something else that no business thrives without: exposure. This is of course what the billions of dollars spent each year on advertising, marketing and public relations efforts are really all about – getting the company’s message out to the consumer.

You can establish a media presence and get yourself into the public eye in any number of ways from print advertising to public speaking, word of mouth recommendations, televisions sports and more.

No matter how you do it (and, by the way, you should use a variety of strategies in building and managing your  image), one of the best approaches is to think of your brand as a personality. And you should make it one that you want the consumer to build a personal, even emotional relationship with. Your brand, and thus your business, wants to be a star and you are the publicist who will show them to the world.

Now naturally, your brand isn’t actually an individual with an identity of its own. You know that. Consumers know it too, but they still form lasting relationships and solid loyalties to companies almost as if they were.

You probably already promote your business or your products using the web, print ads, broadcast ads and maybe even by putting on events and other public relations techniques. However, there is more work to be done; if your business isn’t a household name, then there are other things you’re going to need to do to make it happen.

One of the most effective (and as it happens, also free) ways to establish a media presence as well as to manage your company or brand image is to get coverage in the news media. You can do this by issuing press releases which highlight developments or achievements by your business which are newsworthy enough to get your business covered in print and broadcast outlets. You’ll need to learn to write an effective press release, and once you’ve become proficient at this, they can be a veritable goldmine of free publicity.

It all comes down to finding the right media for your message. You should of course submit your press releases to your local press, but for wider coverage there are some excellent online resources such as HARO (Help A Reporter Out, at helpareporter.com) which can help you find journalists, editors and producers looking for story ideas and sources. If you want to keep your business in the news, this is a good place to start.

Business owners should also take a page from the celebrities and use Twitter as a publicity and image management tool. You may or may not love Twitter, but as a business owner, it behooves you to learn to love it. There is a vast audience of Twitter users to be reached; this can be an effective way to spread the word about your business, especially if your target demographic trends young and tech-savvy.

You’d also do well to start a blog or a podcast for your business. This not only gets your message out, but also provides a human face (or voice, as the case may be) to your business, something which is psychologically important to consumers. You probably won’t become a global brand on the strength of your podcast or your blog alone, but if you want to establish a prominent profile in the media, you need to take advantage of every opportunity to communicate with the public.

Offline media is still important of course; if you don’t already do so, start offering yourself as a guest expert to broadcast media outlets. This can be a great way to get some much needed media exposure for your business. Keep an eye out for events which provide you with an angle to speak from an expert perspective. You can even use these sorts of opportunities to present the position of your business in relation to a current event.

These are just some of the techniques which can help your company to take on an identity and with persistence and just a little luck, fame in the media. Take every opportunity available to you to get media exposure for your business and make yourself available to the press. Start a press area on your business’ website which includes past media coverage and an archive of your press releases; be sure to provide this link in communications with media professionals. Over time, you’ll be able to raise the profile of your business and gain ever wider exposure to the consumer and with it, more chances to make your company known and to shape your own image.

As most people are spending time on the beach and grilling up hot dogs and burgers, my thoughts are growing cold.

I’m dreaming of a white Christmas – and so should you, if you have a product or service that can be featured in a holiday gift guide. Those are the gift sections that start popping up in magazines, newspapers and on TV every November.

Due to the long lead times for these special sections, many media outlets – especially magazines – start looking for gift ideas in the summer. And as the saying goes, the early bird gets the worm. So you need to start pitching your gift ideas now in order to make the cut.

Here’s the scoop on some of the major media types and their usual deadlines:

• Magazines – July/August
• Wires and Syndicates – September
• Newspapers – October
• TV – November

Here are some tips to help you make the most of the holidays right now:

1. Don’t just put your gift suggestion in one category. Be creative. For example, I’ve pitched one of my clients, a skincare company, not only as Gift for Women, but a Stocking Stuffer, a Gift for the Mom to Be and a Gift for Your Girlfriends.
2. Keep your pitch short: no more than three paragraphs. Highlight the product, offer samples (if available) and photos, and don’t forget your contact details.
3. Always check to find out who is responsible for the gift guide and what type of information they would like to receive. Some may want a press kit & product samples; others may just want a pitch.

And don’t forget to think beyond gift guides. Sometimes you can use the holidays as a great launch for a story. If you’re selling spa & massage services, for example, offer up tips to relax during the holiday season. If you provide interior design services, a story idea on simple & inexpensive decorating for the holidays would be gladly appreciated.

Once you know your reason for writing a letter to the editor, the key is knowing exactly how to composing it so you will get publicity.

Now, here are some tips to keep you on track as you write:

• Simplify the process for editors by ensuring that your article has correct spelling, good grammar, and include accurate information. If all an editor has to do is copy and paste, it makes the prospect much more appealing.
• Keep the letter to short to maximize chances of being published. An editor doesn’t want to waste time editing. As a matter of fact, many post guidelines of how many words. Follow their lead, and make it even shorter if you can.
• Emphasize  your credentials. After all, the purpose of the letter is to promote yourself and your business. Explain why you know what you know briefly.
• Make sure you include just one central point with back-up information. Don’t overdo the letter.

Before publishing a letter, most papers will call to verify that you wrote it. Remember to include your contact information, such as full name, title, company name, address, email address and telephone number.

Also, remember that in order to contribute a letter, you must read the publication regularly so that you are familiar with the material and its targets. As soon as you spot an opportunity in which you can relate to, jump on it. Hesitating will give your competitor the chance to get published first!

The editorial page is generally the most-read section of any newspaper. Many times, a letter to the editor has a better chance of getting published than the news releases or articles that you send. Published letters can greatly help you to succeed. A good letter to the editor typically displays the writer’s full name, hometown, and business-affiliate for the readers to have access to.

Editors need to fill their pages, and they would love to do so with new perspectives.

Publications typically run letters to the editor that addresses general concerns or have a response to recent articles that they have published. There are many fresh angles you can concoct in order to create a newsworthy editorial letter. Here are some approaches you can take:

1. Amplification. Let the writer know that you strongly agree with what they had to say, then zest it up by relating the information of the article to you and what you do. You are, after all, promoting yourself, so add information that can show off your services or products. For example, you can start with, “As a web designer who has worked in the industry for twenty years, I would like to compliment you on your article concerning…”
2. You disagree. Letters to the editor, despite its intention, should always be written at an even tone. Don’t demonstrate your discontent with harsh words or sarcasm. Instead, write why you thought the information presented was inaccurate, and give your own interpretation on what should have been said instead and why.
3. Something needs to be corrected. When a piece of information in an article needs correction, you should always start on a positive note. You can bring attention to how insightful the topic idea was or how some of the outlooks were truly unique. After offering compliments, then you can drop the however bomb, but keep critiques calm and even.
4. You were overlooked. If an article that was intended to reach out to your target audience mentioned your competitors and not you, write a letter to bring attention to you and your business. Make potential clients and competition know that you are out there and that you too have a lot, if not more, to offer.
5. Thank you and a very little bit of butt-kissing. If a published article mentions you in any way, write a thank-you letter to recycle the exposure. Compliment the writer, reiterate their points, and once again, tie them to you.