Save time and money with these low-cost publicity tactics
A lot of businesses associate public relations with the media, and assume that the media are the only means of promoting their products. While the two are closely related, it is possible to do PR independently from the media and reach clients more directly. It’s true that using the media spreads your message faster, but it costs a lot and takes time to generate feedback. Talking directly to your customers can save a great deal of time and money, which is useful if you’re a new business and are not ready to invest too much in publicity just yet. Here are some alternative ways to gain publicity without using the media:
- Event sponsorshipsSponsoring events relevant to your business is a great way to promote your product. Most groups rely on sponsors to finance their events in exchange for letting them promote on site. In most cases, you will be offered sponsorship packages, where the amount you give determines the extent of promotion you’re allowed. Typically, “major” sponsors who finance large amounts may get to use projection screens and put up their logos throughout the site, while “minor” sponsors can give out fliers and samples. This is much cheaper than producing commercials and advertisements, and more effective than publishing a press release.
- Product samplingIf you’re introducing a new product, one of the easiest ways to sell is by distributing product samples. This is especially useful for food and beauty products, as these are easier to pack into small samples. You can put up a free taste booth in an event, or attach small samples to other related products. The latter is a popular tactic because it helps increase sales for the partner product, as people are attracted to freebies. The music business also uses a form of product sampling, where people can listen to sample tracks at a store or website before buying CDs.
- Trade showsTrade shows are industry events where major manufacturers exhibit their products, and major buyers come looking for suppliers. Their main advantage is that the participants are well-selected and share a common interest in your field. The shows are not open to the general public, so your audience is limited to people who are genuinely interested in your product.
One disadvantage, however, is the stiff competition. You will be promoting alongside the biggest manufacturers in the industry, and you have to put in extra effort to make sure your exhibit stands out. If you’re planning to join a trade show, check out the show’s floor plan so you can reserve a good spot for your exhibit.
- Internet publicityPromoting your business online is one of the cheapest and most effective ways to gain publicity. The Internet may already qualify as media, but it lets you publish your own content, unlike traditional media where you have to pitch to editors or producers. There are many ways of reaching your market online – publish on your company website, write online press releases, conduct online polls, use paid search, or even put up your material on video sharing sites like YouTube.
Conclusion
The media is still the most powerful publicity tool, but with some creativity and resourcefulness, you can promote your business just as effectively using cheap, alternative methods.