My office is in Fremont and I see those crazy "Ride the Ducks" trucks drive by, packed with people, all day long. I love it! What a great business idea to help promote tourism in Seattle.
The other day I was driving to a meeting near the Space Needle and passed by the ducks' headquarters. To my surprise it was such a blah-looking building! When you're zooming up Mercer, headed West, the first image you have of the business is the back.
I'd like to see them do something more with their site beyond just tacking up a banner. It can be a challenge if you don't own the building because you have to convince the property owner to let you make changes (or pay for them yourself). But imagine what a difference it would make if their building was painted bright yellow or had the back of the huge, blow-up duck painted on it to grab attention when you're driving.
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"I need a press release!"
That's usually the first thing that comes to mind when you think about PR and media relations.
Not everyone needs a formal press release, but the exercise of writing one is powerful.
Here's a quick video (and I mean quick: it's under a minute long!) of the value of a press release. And if you're hungry for more than just a "bite" about this topic, please let me know!
Whitney Keyes, host of The Biz Bite, gives a quick tip on press releases
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I love keeping an eye on trends and TrendWatching.com is a great place to do it.
I'm a big advocate of developing VIP customer programs and services because there's always a benefit for you and your clients.
That's why TrendWatching's latest discovery, called Perkonomics, caught my eye.
Here's their definition of what's going on with Perkonomics: consumers have an ever-growing desire for novel forms of status and/or convenience.
Here's their advice: create a new breed of perks and privileges, added to brands' regular offerings, to satisfy your customers.
Here's how it benefits your business: it will help you do everything from escape commoditization to show empathy for your valued customer in these turbulent times.
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When it comes to the news, every story you read or watch seems to be focused on politics or money right now.
But if your organization has nothing to do with these two topics, don't give up hope! There are still a lot of other issues covered by the media.
To prove it, here's a snapshot of some of the stories reporters, producers, editors, publishers, bloggers, freelance writers, and journalists around the world are working on today:
BUSINESS AND FINANCE
1) Pulling Money out of the Bank (Washington Post)
2) Trouble Getting Auto-Financing? (National Daily Newspaper)
2.5) Fired from Wall Street? (Swedish TV SVT)
3) Doing Business in Brazil and India (Entrepreneur)
4) Starting a Biz in a Bad Economy (Growing Wealth)
5) Experts on Bartering (SmartMoney Magazine)
6) Cash Flow Problems for Small Biz (Freelancer)
7) Question on Legal Times Story (Legal Times)
8) Struggling to get a home loan (NPR)
8.5) Business Women Doing Amazing Things (Glass Hammmer)
8.7) Budgeting for Charitable Donations (Razoo)
GENERAL
9) Teaching Children to live on Less (Christian Science Monitor)
10) Having a Biden/Palin Debate Party? (NY Post - NYC Only)
11) Will the Youth Vote in 08? (Miami Herald)
11.5) Feature Story Ideas (WUSF - Tampa, FL)
12) Why the Banker Bailout is Bad News (The Voice)
13) Public Administration (Wyoming Eagle)
14) Hyprdronic Gardening
HEALTHCARE
15) Sleep Experts (Women's National Mag)
16) Natural Remedies Expert Sought (Kiwi Magazine)
LIFESTYLE/ENTERTAINMENT
17) Prize Winning Recipes? (About.com)
18) Marriage Experts - Radio Guests
19) Sources and Experts Needed about "Date Night" (Blog)
20) General Halloween Tips (Blog)
21) Limited Edition Liquors for the Holidays (Pitch Stage)
TECHNOLOGY
22) Green Automotive News Needed Weekly
23) eBooks/Digital Readers
24) Issues with Privacy and Cloud Computing
25) Real Networks Lawsuit - XBIZ
26) Teachers Retiring Abroad (Online Pubs)
Thanks to HelpAReporter.com for this list. If you don't know what this service is, you should! Click on the link to check it out and see how you can help a reporter today by sharing your story.
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Dear Whitney,
I need your help. I want to get my store and products included in the holiday guides for magazines like ReadyMade, Make and Craft. I'm being pulled in too many directions and it's making me loose focus on doing PR for my business. What can I do? - Overwhelmed
Dear Overwhelmed,
I know how hard it can be to do your own PR and marketing. I'm in the process of printing my first book (called Media Tips for Authors: How to Get Free Publicity for Your Book); artists to come next) and have to promote and market it, too, so I'm trying to practice what I preach!
I know you said you want to get into those national magazines and here's the challenge: most of them are three to six months ahead and have already locked down the content for their holiday issues.
When you can't find time to focus on PR, make it simpler; pick one small project to focus on in a day or a week, whatever you have time and energy for right now.
There are still plenty of ways to do a holiday PR push. Here are some ideas:
1. Jump on their websites/blogs of those mags to join the conversation and see if there is an authentic way you can talk about your store and products and include your link.
2. When you write a post for one website/blog, you can reuse it on the next one to save time as long as you don't just copy and paste. Tweak it a little to make it relevant to the site and readers.
3. If you still want to try to get some free publicity, I'd suggest you try pitching some of the smaller, local newspapers and magazines that don't have such long lead times.
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"If people only knew how hard I work to gain my mastery, it wouldn't seem so wonderful at all." – Michelangelo
On a side note, I tried to upload the full image of this sculpture but the Seattle PI's software wouldn't let me. No sculptures of naked male bodies allowed!
Oh, and thanks to Daily Inspiration for the quote.
Have you ever written a letter to the editor? It can be a powerful way to talk about your business or issues impacting your industry.
The challenge is, they are hard to come by. You have to compete with all of the other people motivated to take a stand and write one. But if you follow a few steps and write it as a true opinion, not just as a complaint, you increase your chances of getting it published. Here are some of the perks:
1. You get the title of "guest columnist"
2. You can use it in your marketing kit
3. You get instant, third-party credibility
Since everyone is buzzing about politics right now, here's an example of a political letter to the editor written by Susan M. Tyler about Sarah Palin. In it, Tyler points out that just because she's a woman, Palin doesn't speak for her.
Whether you're a Democrat, Republican or indie, you can still look at a letter like this as a format guide (and i will find a business example soon). Here are some tips on how to write yours and get it published:
1. Tie your letter to a current trend or a story they covered
2. Share your own personal story
3. Know your facts and work them into the letter
4. Take a stand and share your opinion
5. Include your business contact information
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Dear Whitney,
I'm an artist from out of town and need to know how to contact galleries and art critics in the Seattle area. I'm going to be in town on Monday and if you have any last-minute thoughts about how I can market to them or contact them, I sure would appreciate the help. I'll be bringing some marketing materials that I can leave with prospective galleries but have I missed anything? - Artist without a Rep
Dear Artist,
I'm glad to hear you're heading to Seattle to track down some galleries. The first thing I'd recommend you do is a quick bit of market research to be sure you use your time driving around town efficiently and contact only the galleries that are the best fit your art. Hhere is a great online resource you for all of the Seattle galleries with links to their individual sites.
Many galleries aren't open on Mondays, but for those that are, I'd suggest just popping in and trying to meet the owner or manager. But here's the challenge, most business owners don't want to be approached by sales people, especially without an appointment.
I remember when I managed my family's gallery; it was much easier to talk to an artist if she came in as a customer first. For example, if she said hello, took some time to look around a bit, and naturally struck up a conversation with me about a piece of art or the history of the gallery, I would already have a positive, baseline connection with her.
At that point, if she casually mentioned she was an artist, I would be more apt to ask her about her artwork and want to see some of her images, even without an appointment.
Unfortunately, what would usually happen is this: an artist would walk off the street, slap a briefcase down on the counter, often interrupting me making a sale with a customer, and shove slides or a marketing kit in my face.
Here's a tip: when you start to talk about you and your art, try saying something like, "I happen to have some images of my art in my (fill in the blank: car/purse/briefcase). Would you like to take a look?"
If the gallery owner declines, don't take it personally. If the owner asks you to make an appointment for a future date, respect that. And if the owner asks you to share your images there and then, get down to business!
Whitney Keyes www.WhitneyKeyes.com
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Sometimes when you have a drop in sales or a decrease in customers the problem is you! From customer service to marketing, how you're running your business - or not running it - can be the key to more success for your brand.
Getting honest feedback from people about your business can be tough. That's why I'm a big fan of surveys, informal focus groups and even using professional market research firms.
In case you haven't worked with a research company, there's one in town called Epiphany Research. In this interview with the founder, Tracy Klinkroth, she talks about the power of market research done right. She also talks about a new event she cooked up for entrepreneurs of all shapes and sizes called the Company Picnic. The kickoff is tomorrow night and while I'll be stuck at a condo meeting, you might want to do some research of your own on local business parties and check it out.
Whitney Keyes: I know you're counting down the hours until your big event, but tell me a little about you and your business: what do you do as a market researcher?
Tracy Klinkroth: I consider Epiphany to be a "creative" research company because I started the firm to approach consumer research differently than most research firms. Talking to people and asking their opinions is not rocket science, but I believe you do have to have a certain way with people that puts them at ease. I also think it makes more sense to be real with people when doing research, rather than conduct it as some science lab experiment (I'm really referring to the staid, typical focus group approach at a facility and one-way mirror with the client behind it). People don't feel comfortable opening up and sharing in front of a group of strangers, and do you really think people are going to tell you they hate your product or your advertising if they know you (aka, the client) is behind the mirror watching and listening to their every word? Well, New Yorkers might, but not Seattleites :) At Epiphany we incorporate real world, creative approaches to capturing consumer insights, such as: ChickChats (in-home discussion groups amongst a group of girlfriends), man-on-the-street interviewing, in-the-moment research (intercepts at a specific location where consumers are buying or using your brand).
Whitney: What led you to coming up with this idea and being the mastermind behind this Company Picnic event?
Tracy: Because I'm self employed, and because we have a women's research panel called ChickChat, I do a lot of business networking. With ChickChat, I'm focused on women's networking events, in order to continue to increase the size of the panel. I can usually be found out in Seattle at various networking events at least 1 or 2 days a week. I have met an incredible number of people in this city who are doing their own thing. I'm on Biznik and I met Dan (founder) many years ago when he was just starting his business, and now look at it. I meet an incredible number of women who are self employed, because those are often the types of events I find myself at, and I'm just amazed. From jewelery makers to personal organizers to coaches to business consultants to founders of companies like Dry Soda. I don't know what it was, but I stopped to think one day, about the absolutely astounding number of well known companies who got their start in Seattle, like Costco, Microsoft, Amazon, Real Networks, Safeco, Dry Soda, Jones Soda, Starbucks...and I have a lot of friends who own advertising agencies. Then there is the plethora of tech start-ups and VC firms. It is really, really impressive when you stop to think about it. I thought to myself, we need to celebrate this! This entrepreneurial spirit. This is yet another thing that sets Seattle apart from so much of the rest of the U.S. I am an east coast transplant, and another thing that motivated me to want to do this party is that I think Seattle is a city of nice people, but the business community seems very competitive and unwilling to collaborate and socialize with each other if you're in the same industry. I wanted to create a business networking event that was actually FUN, collaborative and that honored the great entrepreneurial spirit that is Seattle. This is the first year of the event, so Melody and I are nervous. I really hope the Company Picnic grows each year; that people recognize its reason for being and rally behind it. (and I approached my friend Melody Beringer to co-host the event with me, because she's an amazing (serial) Entrepreneur herself, and she has so many connections around town and has a wealth of experience throwing events in Seattle.)
Whitney: Why is there a need for small businesses to come together for an event like this?
Tracy: Well, this really is not meant as just a small business event, although who knows if this first year that's who might show up. Our intention is really to bring together entrepreneurs from companies big and small. Wouldn't it be great if Bill Gates and Howard Schultz came to the party? While I doubt it, that was the spirit behind Company Picnic. People who start their own companies, who are doing their own thing -- we all share many things in common. We have chutzpa. We dare to make our dreams our reality. Maybe we're all crazy. Who knows...but whether you're Bill Gates or me or an ad agency exec or a jewlery designer....what we all have in common is that we had a dream (for our business) and we had a dream for what our life and lifestyle would be like (more freedom with our time and financial goals) and then we set out to make it happen. So Entrepreneurs big and small should come to this event, and don't do networking the usual way (meaning, don't just come with your friends and not talk to anyone new) - but put yourself out there, just as you have with your business, meet lots of new people, and have some fun doing it. We have a lot of really great vendors whose company in some way targets the business community. We also have a few creative ways to network (the Trading Game in the BizXchange Connection Cafe and the Spork Wall (you'll have to come to find out for yourself). There will be opportunities to sell yourself, your services or simply to hang out and enjoy a beer or wine with other interesting, like minded Entrepreneurs.
Whitney: What's the number one reason any savvy business owner in Seattle won't want to miss the Company Picnic? What's the main benefit and why is it worth unplugging the laptop or shutting down the store for a few hours?
Tracy: Because when do you get an opportunity to celebrate YOU? You work and work and worry and wear lots of hats. But to be gathered in a room with all that E energy, something exciting is bound to happen. Oh yeah, and did I mention the Dunk Tank (local entrepreneurs taking turns in the dunk tank, getting wet for charity)? That's another reason to attend. :)
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Do you have a little extra room in your store?
Why not create an activity to generate a little cash? All you need to do is come up with a new way to connect with your customers so they'll come back to your store.
A retail store up on Capitol Hill is giving this idea a shot.
The boutique owner, Karl Fjelstrom, is combining the brand of his business with his artistic background to kick off a series of art jam classes in his store. Using a back-to-school theme for artistic adults, Fjelstrom (AKA "Professor Karlotta") is teaching a new class every Thursday from 7:00 p.m. to 9:00 p.m..
"Sometimes there will be live models or other times I might set up a "sexy" still life for students to paint," said Fjelstrom.
For just $10.00 you get his guided instruction, including creative exercises and razor sharp skills. He's even throwing in drawing materials. What a deal! For more information or to register, email info@galacticboutique.com.
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Question: have you ever tried to offer classes before? Either in a store or for a service-based business? How did it work out?