How Do I Get My Business On TV

January 27, 2010 By 1 Comment

picture-4Have you ever watched a favorite television show and wondered how a particular small business got the production company to make the show about them? You know the question you ask yourself – how do I get my business on TV? I’m sure you’ve seen at least one of these shows, especially if you’re a regular viewer of TLC or The Food Network.

The Wall Street Journal recently reported on the success of many of these shows which feature such businesses as Charm City Cakes, (from the hit show “Ace Of Cakes”). Other shows include “American Chopper,” “Pawn Stars” and “Say Yes To The Dress.” All of these shows feature entrepreneurs and small business owners.

The article points out that entrepreneurs who find this level of success endure a classic case of be careful what you wish for syndrome.

Many of these entrepreneurs were “found” by members of the staff of the production companies that bring these shows to the networks. While others played the Rolodex game and used connections to get their foot in the door of the network.

To be sure, the notoriety from these shows has been great for public relations and awareness since the companies and people behind the business become household names overnight. For some companies this level of exposure leads to bigger opportunities.

But don’t think it’s all that it’s cracked up to be, especially if you run a business like cake decorating where your passion is in working with customers and making cakes. Producers eventually end up taking over a lot of the business decisions because the show is more about delivering drama to viewers than it is about showcasing you and your skill. Remember, drama brings in ratings. So ask yourself next time you’re sitting at home wondering why no one ever puts your company on the television – do you really think this show will make you that much stronger, successful or even profitable as a company?

In the words of Duff Goldman, owner of Charm City Cakes, “I’d say no to the show,” when asked if he’d do it again now knowing the full experience of being on the show.

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Small Business Marketing Advice On Buying Behaviors

January 25, 2010 By 2 Comments

target_marketingWhy do customers still buy from you? Karen Axelton, veteran entrepreneur reporter and blogger, recently listed five main reasons for small business marketing advice entrepreneurs should realize why people still keep coming into the store to buy. Here they are in no particular order:

–Convenience: We don’t want to call people lazy, but there’s a reason why there’s a drugstore on every single street corner. Sometimes you simply benefit from a good location.

–Expertise: Depending on what you sell, being perceived as an authority figure can make all the difference in the world. It’s also a big reason why we constantly advise entrepreneurs to become good at PR to position themselves as subject-matter experts.

–Trust: Somewhat similar to ‘expertise,’ many of your customers have been shopping with you for a long time and have built up a significant level of trust with you and your company. This is always sound small business marketing advice.

–Relationship: Loyalty programs can be a big help in this one because people like to shop where they’ve developed a relationship – either with you or your employees.

–Empathy: If you’re good to your customers and can empathize with the economic situation, people will respect that and repeat their shopping behaviors with you.

So how do these relate to your business and how are you tapping into each of the five via marketing and public relations?

Here’s Karen’s post which also includes a personal story. Feel free to leave a comment here about the small business marketing advice and explain why you still shop at a certain location.

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How Small Business Can Get Publicity During A Disaster

January 15, 2010 By Leave a Comment

newspapersOne of the greatest opportunities to get media coverage – for any size company – is when a national story occurs. When that national story is a tragedy or disaster, however, companies must walk a fine line with their publicity-grabbing intentions so as to not be seen taking advantage or profiting off the disaster.

HoundDogs, a Tennessee-based clothing retailer that sells a variety of licensed gear and paraphernalia for the University of Tennessee Volunteers, has just accomplished a publicity stunt that made headlines following the horrible devastation of the earthquake in Haiti. In our opinion it worked because it played off not one, but two story lines and ultimately will result in donations to help the suffering people of Haiti.

University of Tennessee football fans will never forget the name Lane Kiffin. That’s because Kiffin left the program after just one year to take a (possibly higher-paying) job as coach of the football program at University of Southern California. Many Tennessee fans are right to be upset at Kiffin, and he’s also left several recruits in the cold after they committed to the program – and him – for their college football career.

Enter HoundDogs with their publicity stunt. They’ve offered a 20 percent discount to anyone that brings in a Lane Kiffin T-Shirt so that the retailer can donate the shirts to Haiti relief programs and charities. They figure fans will rip, tear, shred and even burn the T-Shirts so why not put them to good use if people no longer want them. Genius. Even better are the national headlines and stories they’ve received.

Kudos to HoundDogs as this is an excellent example of how a small business can still generate publicity when normally they’d be lost in the crowd and clutter of the major story.

Do you know of any other small businesses making headlines like this? Please let us know. And don’t forget to download The PR Toolkit to get tips on how to get stories in the media.

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