Free Publicity: 5 Fundamental Promotional Strategies from PR Pros
How can you apply this idea to your business? Try creating a direct mail piece your customer can’t help but open like this one from Sappi Fine Paper.
2) Be Visual
Reporters tell stories with pictures. Brands tell stories as well—through content marketing, social media, print media, and any other communication vehicles. It’s having a visible personality for your company by engaging and connecting with customers on an emotional level.
In the printing and graphic arts industry, a great way to connect is to host tours or open houses for clients and graphic arts students. Then post tour photos on a company Facebook page. Create a company blog and share case studies of satisfied customers. There are many ways to put your business out there and show your customers what you stand for.
3) Choose the Right Promotional Strategy
Perhaps the most common mistake some companies make is choosing the wrong promotion strategy for their audience. In both the news business and the print business, we need to seek out the communication channels and messaging that resonate with a target audience. There is no one-size-fits-all—Test strategies and measure response rates to determine what works best for your company.
4) Write Like a Reporter
If I were going to send a press release to a reporter, I’d write the kind of headline that a newspaper would run. When you’re creating a blog title or email subject line, write a headline that would make you read it!
Why is this so important? Consumers get hundreds of messages every day. Often the decision of whether to read your message is made in a matter of seconds. Many times that well-crafted sentence in the third paragraph of your blog or email is never read. Grab the customer at the beginning and lead them to your call to action.