The ideas are as limitless as your imagination. Offer in-person
demonstrations of your service or product. J. Patrick Borders,
president of Neuton and Associates, a sales-training company in
Mahwah, New Jersey, spends much of his time giving free
consultations to companies that are considering using his services.
"I find that visiting a potential customer in person is much
more effective than mailing them a brochure," he says.
"He can ask questions and get immediate answers. When I speak
directly to a customer, I can sell my services much more easily
than I possibly can with the written word." Giving away
something for free, whether it's a product sample or your time,
goes a long way in creating a positive company image.
Remember to communicate with past customers. Many may place new
orders if you remind them that your company still exists. Remember
the last time you canceled a magazine subscription? The publisher
sent you a note every few months to say that he missed you. That
subtle reminder of a company's existence gets many former
customers to return to active status. Believe me, if it didn't
work, companies wouldn't waste their time and money doing
it!
Take advantage of free publicity. Never send anything out of
your office without a promotional message attached to it. Even
invoices should include some vehicle for reordering, or a
promotional piece describing another product in which your customer
may have some interest. If you can't include a separate flier,
simply print your message on the invoice. Many department stores
use this approach with their monthly credit-card invoices.
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If a press release generates a major story in a newspaper or
magazine, call the publication and request reprints of the article.
Ask permission to use these reprints as promotional fliers for your
business. How many times have you been in a restaurant and seen a
framed review from the local paper? When you get someone else to
say that your company is great, potential customers will
notice!
If your budget permits, sponsor a local Little League team, or
any local youth sports group. You'd be amazed at the goodwill
business that will come your way when your company name is
emblazoned on the front of the team jersey.
Getting involved in local organizations and institutions can
greatly enhance your company's reputation. Why not sponsor a
charity event? Giving away products or services as door prizes at
activities conducted by your town's community center or senior
citizen's center can reap double rewards: You'll generate
goodwill by participating, and you'll also allow new customers
to sample what you have to offer. A simple phone call to a local
civic club or neighborhood organization will get you started.
Evaluating Your Results
Evaluating the results of your PR campaign will help you spend
money more wisely.
Make a chart for tracking your results. List the press releases
you sent out and the names of the magazines in which they appeared.
As you get responses, keep track of how many came from which
magazine, and the month in which they appeared. When your business
grows and you consider advertising, you can use this information to
begin developing that plan.
Catherine A. Reilly is a public-relations consultant and
freelance writer who lives in Dumont, New Jersey.
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