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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] .
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