10 ideas for Planning your Marketing and PR
Friday, August 29th, 2008
I spend much of my time coaching small business owners to help them promote their own business. Here are some tips from my talks:
- Start by being clear about what is unique and different about your business: it is hard to stand out from all the other businesses, especially if you want to use press releases to get free editorial coverage.
- Make a plan: write down all the ideas you can think of for promoting your business – using sticky notes can make this easy to sort out. You might want to do it with a friend to help stimulate ideas.
- Draw up a month by month activity plan: have a look at the promotional plan and action plans at PRBasics in the Free Download section to get more of an idea of how I’d lay out a plan and some promotional ideas. Have a column for advertising, public relations, online marketing, events, and perhaps include leafleting and direct mailing and any other marketing strategies you will use. Note down when new lines will be coming on board, especially ones exclusive to you, when you will have sales, and seasonal events like Mothers Day with which you could tie in promotional activities. If ideas and planning don’t come easily to you, I can help with a telephone consultation which will really get your brain going, or even write your plan for you after chatting through all the issues.
- Spread your promotional ideas out throughout the year, so you have something going on every month and week. Some people do PR every Monday, or the first week of every month, say.
- Once you have your ideas, look at the fixed costs for e.g. attending events, getting flyers printed. Set aside a small amount for ads each month.
- Think about your strengths and where you would need to get help in. If you like writing, you might want to write your own press releases: again there is a template at PRBasics.
- If you can’t imagine how to start writing a press release, I can write one for you to get you started, and you could then adapt it to cover ‘new news’ the following month. Press releases cost £40 per hundred words and are usually around 350 words long.
- If you have written your own press release and want a professional edit, I offer a press release ‘health check’ service.
- To make it easier to get in touch with the people who can give you coverage I offer an extensive and up-to-date database of media contacts at parenting magazines (national and local), websites, and journos with an interest in parenting at womens mags and newspapers (£125). You can then email and phone with your news as often as suits you.
- Finally, I have a limited number of slots to do PR for people: a single press release costs in the region of £600 with a reduction if you book regular work.
