Tips for Building Buzz on a Budget

People do business with people they know, read about and hear about and it is important to ask yourself what you are doing to be better known.

Here are a few tips that I offered on a recent radio interview for SCORE.

Public relations is so valuable and this is one of the most important marketing strategies that a small business can use.

The printed word has a far greater retention rate than an ad and when couple with other strategies of social media, advertising, direct mail and special events--the outcome is even greater.

To get started:

1. Create a fact sheet also known as a press kit and compile a brief bio about yourself and your business. These are the facts. This is provided to reporters when they ask you to send them something.

2. Know your local papers--pick them up and read them. Determine which paper would be the best for the type of stories you have in mind and if there are specific reporters who write about your business.

3. What would be interesting to someone reading their morning paper. This is what you should ask yourself when you want to get your company in the newspaper. Your mother may think you are special but a reporter may not agree. This is where a pr specialist will be helpful. They should be good in ferreting out what would be an interesting angle to peak a reporter's interest.

4. Can your business celebrate something worthy of publicity...an anniversary, attending a convention, personal achievements? These may warrant publicity. For example, if you are celebrating an anniversary of the company...make it into something special.

5. Merchandise a press release. Print it on letterhead--not the office copier and send or email it to past and present customers, use it for a handout while you also send it to local newspapers.

6. Is there something new that your business is offering or doing....new employees, someone's promotion, adding new energy saving equipment?

7. Help someone by having a holiday food drive or get a team together wearing matching t-shirts and support a charity walk. Get pictures to local media. This is piggybacking on someone's event and it's very effective.

8. Teach people and how-to's are great publicity opportunities. A service station can have a day where they show women how to check various things on their cars or even how to do a proper car wash. A clothing store can show a trunk show with a new designer line...how to pack tips and how to use accessories. The how to list can be endless.

9. How to tips offer creative press releases too in giving advice. Tie the tips to holidays--maybe how to throw a kentucky derby party, etc.

10. Write a letter to the editor about something in your community that you feel is important to your business. For example for Grandparents Day a senior community writes about bringing attention to older people and adopting a grandparent.

Have fun....things that are alittle off the wall...alittle zanny attract attention and create terrific pr opportunities.

The Customer's Always Right

I witnessed an unfortunate situation when a sales person, exasperated by a customer's numerous questions and inability to make a decision, became short, loud and sarcastic.

The other customers in the store who witnessed this exchange were taken back and no one spoke up nor did the sales person's co-workers intercede.

The customer left in tears. Her experience was terrible. Probably she will never return and guaranteed as with many negative experiences...she will retell her experience about this particular store and sales person to many.

Customers are so valuable and keeping lasting customers priceless.

Regardless of the business and the service, friendly, helpful people are essential to any successful business.

Problems and personalities need to be left home. Certainly there are frustrating customers. Not everyone is the perfect customer but somehow difficult customers need to be accommodated.

RELATIONSHIP BUILDING SKILLS STRENGHTEN WITH MYSTERY SHOPPING

Do you know what marketing team members say to customers during a sales presentation or telephone inquiry?

"Using mystery shopping analysis is a constructive way to help sale people improve their sales presentations and feel positive about their strengths and skills with customers," said Janis R. Ehlers, president of The Ehlers Group, a company specialized in marketing strategies for senior housing communities.

Recording telephone conversations is very effective in gauging effective relationship building skills. Without taking time away from customers, we are finding that telephone mystery shopping can reveal some important tips for sales people to practice. Live shoppers still serve an important purpose but telephone shops offer much faster insights.

In many cases, sales people are data-dumping salient features and prices without even inquiring about a parent's name or their lifestyle situation.

Non-marketing personnel may fail to obtain the prospects telephone number if a marketing staff person is unavailable or in handling important after hour inquiries.

There's a goldmine of valuable inquiries slipping through the cracks yet is is second nature for a marketing department to want to spend more in advertising to generate new interest. It costs hundreds of dollars to bring one prospect to a community. Key opportunities should not be lost at the point of first contact.

Telephone techniques can be practiced in sales training sessions to make sure every sales person feels comfortable in creating rapport and piquing someones interest to visit a community.