How to get publicity without breaking the bank
Publicity and advertising are often the biggest expenses in starting a new business. It’s important to establish your identity and build a public reputation in order to sell your products. But for small and startup companies, spending too much on publicity is risky because the costs are too high, and it takes time for the investment to pay off.
But there are cheaper alternatives to heavy advertising and hiring PR firms. The trick is to use the mainstream media as little as possible, since they charge a lot for ad space and airtime. There are several other channels you can use such as mail, the Internet, and even direct communication with potential clients. Here are some of the ways you can cut costs in promoting your business:
- Press releasesWrite a news release or feature article mentioning your product and submit it to relevant publications. (You can submit this on our site for free here.) This is cheaper than buying ad space and designing flashy posters. It’s also more credible, because your product is mentioned in editorial content instead of an ad. Writing a well-researched, informative article presents you as an expert in your field, which establishes public trust and makes people more confident about buying your product.
- Online promotionThe Internet is one of the most powerful tools for promotion because it’s inexpensive, has a wide reach, and allows interactive content. Put up your own website where you can provide company and product information, publish press releases, and communicate with customers. Keep it simple and professional – the important thing is for your site to turn up when people search for a product. You can also sign up to distribution sites, which submit your press release to media outlets for free or for a small fee.
- Direct mailDirect mail involves sending promotional materials to potential clients via post. Promotional materials may include brochures, fliers, newsletters, product samples, and usually, a mailable form that they can fill out and send back to you if they’re interested. Remember to send only to potential clients – people who share a common interest with your business and are most likely to respond.
One problem with direct mail is that it’s often confused with junk mail, which is sent to an entire mailing list. To distinguish your material from junk mail, make it look personalized. Include the recipient’s name and organization and keep a casual but professional tone.
- Trade showsTrade shows are highly efficient because they’re inexpensive, they have well-targeted audiences, and they don’t use the media. Trade shows are attended by major manufacturers, buyers, and suppliers in the industry, so you’re assured that the people who view your displays are genuinely interested in your product. You’ll also be promoting alongside major competitors. This means you’ll have to put in more effort to make your business stand out, but it also lets you learn more about the market and know what you need to improve on. To make sure you get noticed, check the show’s floor plan before signing up so you can find a good spot for your display.
Conclusion
Publicity doesn’t have to be expensive – all you need is resourcefulness, and a bit of skill. The key is to maximize your resources, create quality content, and maintain a good relationship with your customers.