5 ways to get FREE Advertising
1. Media release:
Although you usually do not get all the media releases published/broadcasted, the ones that do are noticed by you prospects and customers, and it’s free. All you have to do is take a few minutes to write the media release and send it. Use media releases for:
A. Promotions of personnel
B. Anniversaries
C. Milestones
D. Accomplishments - major and minor
E. Adding a new product line
F. Remodeling
G. Increasing the size of your rolling fleet
H. New hires
I. Anything that is different or has changed about your business, your people and you.
Here is a simple easy form to follow.
Press release key points:
Double space for ease of reading and editing.
Put the "meat" of what you are trying to get across in the first sentence. Their space is limited.
Don't use specific dates unless you are announcing an event in advance.
Make it easy to contact you, even though they rarely do.
No Sales Pitch - just information.
2. Turn a negative into a positive:
In the winter of 1984 our electronics store was robbed. Upon arriving at the showroom at 2AM and viewing the destruction, televisions and displays turned over and broken and windows broken, I immediately remembered my father always saying “The successful business people turn negatives into positives.” I telephoned the local newspaper and radio station. They are always hungry for a sensational story. They dispatched reporters and photographers. There we were the next day on the front page of the newspaper and the lead off story all day long on the local news. I turned the negative burglary into a positive by gaining free advertising, because I followed up the next day with a storewide burglary sale. A most successful sale. I found it easy to turn a negative into a positive, because people love to see, read about and hear about other’s problems (negatives). I guess that is why there are so many rubbernecks at the scene of an automobile accident. Turn all the negatives you can into positive media coverage.
3. Sponsoring a charitable event:
Now you may be asking yourself, “How can sponsoring a charitable event be free?” You do not have to donate money. Donate your time, or better yet, if you are a brick and mortar business donate your space. I know of many sales we made because we donated the space for local kid’s organizations to hold car washes, bake sales and Christmas tree sales. Of course after each event I sent media releases to all the local media.
4. Be a little different, get noticed:
I did not create the Cat Shoot sale, but when the opportunity came a knocking at my door I answered it and received thousands of dollars in free advertising. Our area had become over populated with stray cats. Almost everyday there were media reports in the newspaper, on the radio and television about the problem and suggested remedies.
Business was a bit slow so I took advantage of the situation to gain free advertising. I spent less than two hundred dollars and received over ten thousand dollars in free advertising.
WARNING: THIS SALE IS FOR THOSE WHO HAVE THE INTESTINAL FORTITUDE AND DISCIPLINE TO FOLLOW THROUGH TO THE SALES CONCLUSION.
This sale is designed to gain sales and public awareness of your store through the incorrect perception the public will have until the conclusion of the sale. Do not attempt to run the sale if you cannot take the heat until the praise and profits arrive.
Picture the community's reaction when they see this ad:
CAT SHOOT
WIN -- $$$$$$$$$$$$$$$$$$$$$$$$$$$$
PLACE-- PARKING LOT OF JANET'S APPLIANCE, HOGAN BLVD, LOCK HAVEN,PA.
TIME-- SATURDAY 1:35 PM
CONTESTANT REGISTRATION 12:30 PM
ALL GUNS AND AMMUNITION SUPPLIED
The phone rang off the hook. I received calls from every animal activist, the humane society, thelocal and state police, church groups, city officials, hunters, and of course the curious. They all asked, "What is going on? What are you doing? Are you going to shoot cats?"
Our only reply was: "Come to our store Saturday and see for yourself."
Remember, you must have the Intestinal Fortitude and discipline to stick to the rules:
Rule # 1... Once you start you cannot stop.
Rule #2... Do not tell anyone outside your organization what you are actually doing.
Rule #3 ... Invite someone from the local Humane Society or animal shelter to the event.
They will be there.
Rule # 4…When the Media contacts you only say, “Come to our store Saturday and see for yourself,”
or “No comment.”
THE PROMOTION:
a. Have an art student or artist draw big (people size) cutouts of cartoon cats. (Felix the cat, Garfield, Sylvester.)
b. Rent paint guns that shoot paint balls at the sporting good store, or better yet get them to let you use them for free advertising.
c. Set up a shooting gallery like at a fair or carnival.
d. Charge $1 a shot. The one who shoots the cats the most times wins.
e. Before the shooting begins, introduce the representative from the human society or animal shelter and announce that ½ of all proceedes from the shoot will be donated to them.
The next day my picture was on the front page of the newspaper presenting a check to the animal shelter, and I was on the radio and television news all day long. Plus, during the event we channeled thousands of people into our store with sales signage of Cat Shoot Sale Discounts. All creating a great profit day. To take advantage of all the free advertising we continued the Cat Shoot Sale for 12 days, turning the sale into an event.
5. Ask your suppliers:
I have always been amazed that people in the selling business do not ask their suppliers for co-op advertising dollars, advertising collateral, and even man power help to create and conduct promotions. “Ask and you shall receive.” It’s true, and the worst that can happen is they say “NO.” Which they will not if you are a profitable customer of theirs.
The # 1 rule in asking for sales support from a supplier is: Always show them a plan of action of what the promotion will do for them. How giving you money and time will increase their bottom line.
Free advertising is out there for the taking, if you are willing to go after it.
FREE Advertising: It's out there! - To learn more about this author, visit Bob Janet's Website.
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Bob Janet
(Visit Bob's Website)
ooks and CD’s at www.Bob
Janet.comBob Janet uses 40 plus years
of face-to-face selling and marketing
experiences as owner / operator of
wholesale, retail, manufacturing and
service businesses, combined with his
unique content loaded, fun-entertaining
audience involved keynotes and seminars to
help owners, sales professionals and sales
support staff increase sales and profits
by gaining and retaining their most
profitable customers.
When everyone else tells you what to do to
increase your sales and profits...Bob
Janet shows you how!!
See all Bob's sales growth programs and
top selling sales / marketing
books and CD's www.BobJanet.com<
/a>
Bob Janet
Bob@BobJane
t.com
800-286-1203
www.BobJanet.com<
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