Summary: BLC Principal John
Landsberg writes a monthly column for Kansas City Small Business Monthly on a
variety of media and marketing issues.
Kansas City Small Business Monthly (March 2007)
Why Aren't the Media Calling Me?
By John Landsberg
"The media hates small businesses.
They never contact me. They write about my big competitors, but ignore me."
I hear that a lot from small business owners throughout the Kansas City
area. I gently have to explain to them that for the most part they are wrong.
In my estimation, most businesses get exactly the media coverage they
deserve. Some expect a reporter to contact them and write a puff piece about how
great their business is, how great an owner they are, and, of course, put it on
the cover of the publication.
Reality Check
Reporters receive several hundred e-mails, letters, phone calls, news
releases, etc. each week asking for editorial coverage. Most of these
solicitations are treated like junk mail and tossed into the circular file-never
to be seen again.
Publicity doesn't just happen. It takes work and effort. You have to know
what is "news," and then you have to get reporters interested in it. And no one
can guarantee 100 percent positive results.
The reality is that small businesses generally can't afford to have a
public relations staff. They have to either hire a media professional to help
them get coverage, or try and do it themselves. While some business folks are
very successful generating their own publicity, most fail miserably.
Integrated Approach
When I talk about media coverage, I am speaking about generating
non-paid editorial coverage of a business. If you want your brand to be in the
minds of consumers, you need to have an integrated marketing approach that
involves an advertising program combined with media relations efforts.
Advertising can be very effective. However, studies have shown editorial
coverage to be considerably more valuable than advertising. Editorial coverage
is a third-person endorsement that gives a business much more credibility than
can frequently be achieved via advertising alone.
If you want coverage, you have to know the media outlets that might be
interested in your product or service and the editors and reporters at those
outlets. You need to be able to get your message to them and get them interested
in your company.
Sales Job
Getting editorial coverage is similar to sales. Your goal is to "sell"
the story of your business to a reporter in the hope of generating publicity.
There are several similarities:
1. When you sell a product you target a potential buyer. The same is true
with publicity. You focus on those reporters/publications that are aimed at your
target audience.
2. Selling involves discussing features and benefits. If you want a
reporter to write about your business, you need to highlight your company's
unique features and benefits.
3. Buyers often raise objections during the sales process. Reporters
might also ask tough questions. You handle them like you would a sales
objection.
4. Being honest with customers is the best policy. The same is true with
reporters.
Once you make connections with editors and reporters at the various news
outlets, you will soon realize the news media never hated your business. Chances
are they were simply not aware of it.
John Landsberg operates Bottom Line Communications, a
Leawood-based marketing communications firm. He is also an adjunct professor of
marketing and consumer behavior at Baker University. He can be reached at
[email protected] or (913) 338-5760.
http://www.kcsmallbiz.com/john-landsbergs-bottom-line-marketing-/february-2007-whispering-in-a-room-of-screamers.html
Whispering in a Room of Screamers
(February 2007)
Try reaching out to customers personally, rather
than joining the unrelenting barrage of consumer ads.
By John Landsberg
The average American is exposed to 3,000 advertising messages each day.
Thousands of businesses hope that they can somehow break through all the clutter
and get the consumer to purchase their product. Most fail.
Today there are ads on the floors of supermarkets, on the conveyor belts as you
check out, on cash register receipts and in bathroom stalls. Soon ads even could
be in the bottom of golf holes and on the plastic tubs where you toss your metal
objects at airport security.
You go to a movie to avoid commercials interruptions, but see 50 of them before
the film finally begins. Then you see commercials for upcoming movies. And you
are bombarded with various product placements during the movie.
You turn on the TV (4 1/2 hours a day on average) and see a series of product
placements and plugs during shows until they break for commercials. In a recent
episode of "Desperate Housewives" one of the stars drove up in her sparkling new
Nissan as the segment ended. It was followed by a commercial for-you guessed
it-Nissan.
Speak Softly
In many ways it is almost scary today being a small business owner. Most have
limited resources, small staffs and limited marketing knowledge. Paying $2.6
million for a Super Bowl ad is not within the realm of reality!
It is often a David vs. Goliath scenario in the marketplace, but that doesn't
mean you can't use a little marketing creativity to break through the media
clutter. Sometimes whispering in a room of screamers can be far more effective.
First, you should realize that the most powerful form of marketing in the world
is word-of-mouth. Truly great marketing is getting your friends or neighbors
talking about your company, product or service.
Word-of-mouth marketing today is often referred to as "buzz marketing," "viral
marketing" or even "network marketing." Call it what you want, but it means
getting folks to think and talk about your business.
The key question is, "How do you get people to talk about my business? For
starters, social scientists have said that each person has 8-12 people in their
close network of friends, family and associates. Each person's broader network
may consist of hundreds or even thousands of people.
Ripple Effect
The theory of buzz marketing is similar to a stone dropped in the water, with
the ripples getting larger and larger as they spread.
One of the best ways to generate buzz is by giving something away for free-yes,
free! We all love free stuff. Viral marketing frequently involves delayed
gratification, but the payoff can be huge in the long run.
Let's say you have a product that relies heavily on repeat business. Why not get
customers to come in for a free trial? For the free trial, all you ask is for
them to provide contact information, including name, e-mail address, postal
address, etc.
You didn't make any money on this initial contact, but you have brought them to
the door of your business. They've tried out your product/service, and you have
information that you can use in the future. If you satisfy a need, customers
will come back for more. And, they will tell their families, friends,
co-workers, etc. The ripple begins...
Once the buzz marketing fuse is lit, it is almost unstoppable. Give away
something free (e.g., ice cream, ink cartridges, pumpkins, quotes, etc.) and the
buzz will begin. And what TV or newspaper outlet would not cover a line of folks
stretching 200 feet around your business? Chick-Fil-A does it every single time
it opens a new store.
When the media covers your business, then the fun really begins. The ripples in
your business pond turn into waves and your product or service will really take
off. At that point, hang on for a very fun ride.
John Landsberg operates Bottom Line
Communications, a Leawood-based marketing communications firm. He is also an
adjunct professor of marketing and consumer behavior at Baker University. He can
be reached at [email protected] or (913) 338-5760.
January 2007: KC Small
Business Monthly
Corporate Citizenship
Is a Business Asset
Contributing to the
betterment of your community has intangible and tangible rewards.
By John Landsberg
One simple definition of public relations is: "Doing good and getting caught at
it." That could also sum up the practice of corporate citizenship.
Corporate citizenship is not just something businesses should do because they
want to be nice, but something they should do if they want to make a positive
impact in their communities while increasing their bottom line. It should be a
win-win situation.
Many businesses—large and small—view community involvement as "something nice to
do." However, a recent study says that practicing "authentic corporate
citizenship" can positively impact business results and make customers committed
to you and your brand image.
Be Genuine
"Authentic corporate citizenship," means supporting those issues a company truly
believes in. Consumers today can tell which companies are genuine in their
commitments to causes versus those who are trying to jump on trendy issues.
As an example, a few years ago some companies were donating food to groups such
as Harvesters, and sending out news releases to highlight their great
generosity. No problem with that, they were doing good and helping themselves
get "caught" at it.
However, it was alleged that many of these companies were actually donating food
that was going to expire in a few days. They were giving away items that they
were going to have to destroy anyway, so they could get a charitable tax
write-off. The public reaction was just the opposite of what the companies
desired: Consumers were rightfully furious.
Corporate Examples
GolinHarris interviewed 5,000 Americans for its Corporate Citizenship Index. The
results proved conclusively that Americans are sending a strong message that
being a good corporate citizen is critical to business success in good times and
bad.
The top-rated company in the survey was Ben & Jerry's, followed by Target,
Patagonia, SC Johnson, Gerber and Southwest Airlines. Others that were
considered good corporate citizens included Johnson & Johnson, The Body Shop,
UPS and 3M.
The key aspects of the survey noted that consumers said:
Good corporate citizenship should be approached as an investment, asset and
competitive advantage for businesses; and, making a contribution to their
success.
Businesses should invest significantly more money, time, attention and resources
in corporate citizenship than they do today.
Corporate citizenship should be considered an essential, high priority compared
to other priorities companies face.
The question on the minds of many small business owners at this point might be,
"I don't have the money or staff available to be a good corporate citizen like
Ben & Jerry's and Target." You're right, you do not have those kinds of
resources. But, you also aren't trying to influence people across the United
States. Your main customers are right in your own backyard. Get involved and
support the causes that your customers and potential customers are interested
in.
Act Locally
The causes you support don't necessarily have to be major ones like saving
whales. They can be something as simple as taking out an ad in a high school
program for an event. Or, donating some product to a needy group. You can work
with a school or a civic group on a project discussing entrepreneurship. Or, get
involved by joining local civic groups. There are lots of opportunities to
contribute to the community.
It makes no difference whether your business has five employees or 5,000, you
still can be a good corporate citizen. Your customers will appreciate it and
reward you by being committed to your business for years to come.
John Landsberg operates Bottom Line
Communications, a Leawood-based marketing communications company. He also is an
adjunct professor of marketing and consumer behavior at Baker University. You
can reach him at (913) 338-5760 or [email protected] .
