Forums: Discussions for entrepreneurs and small business.

I’m new to the forum and would start with my main goal for the new year. After taking the StartupNation quiz, I’m very behind in Marketing and PR, which makes a big difference in my business.  I have several products that many do not even know exists or where to buy.  I’ve recently ended up with several sales, because of the PR exposure of another company. This company was featured on The View and after a few minutes during the show they reached their bandwidth limitations and I got a few orders for a similar product I carry in my online boutique.  If I can gain from that, I can just imagine what I can with my own PR exposure.

I’ve read through what Mark, Melanie and others have stated and would like more information.  As a retailer, how can you get suitable PR?  I also have my own product line that should be growing more within the next few months. How can I get my products on or at least in the hands of TV Shows, magazines, etc.

Does anyone know of PR companies that may work with smaller companies for an interest in future sales instead of upfront funding? I’m very limited in my budget, but I have wonderful niche products. 

Tachia

Hi Tachia,

Welcome to the forum!

If you have a tight budget, you may want to start by working with a nearby college. Ask a professor if he/she would be willing to have students develop a complete PR plan for you as a class project. Then, after the project is finished, you may be able to hire some of the students to carry out the plan for a limited fee.

Another way to start your PR process is to find out all of the media venues that your target audience looks at or listens to - Make a list of all of these media venues and the contacts at each. Then, put together some newsworthy items or story ideas and contact each media member directly.

This takes a lot of time and effort, but it may be a great way to get some publicity until you can hire a PR person. You can also find some good information about cost-effective PR online with a simple Google search.

Hope this helps,

Melanie

I always heard of viral marketing in the negative. I really didn`t want to start with something that may be too risky.  I wouldn`t mind paying a commission on sales, but I would like no possibility that it would end up in a negative way.  Where do I start, to find out additional information on viral marketing? Do you have any suggestions for other opportunties?

Melanie,

Here there a place that can help with getting the correct contact information for these newspapers/magazines/shows?  What`s actually a PR Kit?  What would I send to these companies? Samples, Product Data Cards, Customer Reviews, etc.

Hi Tachia,

You can pay for a media-list service, but this is not part of your budget, you`ll need to do your own research online or at the library.

Then, your best bet will be to contact the editorial department at the various media venues and ask who covers your particular industry (the reporter who covers your beat). Get that person`s contact information and call and introduce yourself and your business (but be brief). Ask what kind of information they like to receive and how they like to receive it.

To see what is in a media kit, visit the websites of other businesses in your industry and the sites of successful companies. Go to their "news" or "about" sections, and you`ll find their media kits online.

For more tips on getting started, checkout the various StartupNation articles on marketing and PR on this site.

This will give you a good starting point.

Thanks,

Melanie

Here’s a good tip.  Make a list of who your competition is an who sells similar products.  Take this list to Google Alerts ( http://www.google.com/alerts?hl=en&t=1 )

Now you can get a notice when someone writes about your competition.  The next step is to get the contact information of the journalist/writer.  Send the author an introduction email and invite them to check out your site and your product.

This does require a lot of leg (finger typing) work, but it’s well worth the effort.  In my experience if you don’t have the money, you usually have the time.  So take the time to do this and it will yield results.

I initially did this with my business and it worked wonders.  Recently I’ve been very lazy about following up on my Google Alerts.  One of my New Year’s resolutions is go get the marketing ball rolling again.

I think I’ll make a new thread with this topic and more details!