To Everything There is a Season (By Tori Brown)

If you haven’t already figured out by now, public relations professionals always seem to find a way to tie their client’s product or service in with what’s going on in the larger world. Sure, some of them stretch a bit, like the time we saw a press release about constipation and Valentine’s Day from a fiber supplement company. Yet, others know the key to being noticed is to figure out what the reporter is likely to be writing about, and then be right there when they need a source.

“But how will I know what a reporter is going to be writing about?” you ask. Just look at the calendar. Chances are the month or season will dictate several reporters’ choices or assignments on what to cover.

Smart marketers know that the media often recycles. And that means the same types of story ideas are reused year after year. How many times have you seen the same story about last minute taxpayers racing to the post office? We once read a story on how a national pizza chain promoted a new location (and got tons of free press) by delivering fresh pizzas to those weary late filers waiting in line.

Take a quick assessment of your own business. Is there a way to easily tie your business to a season or holiday? If not, try to think up some new novel ideas. If you’re selling Christmas-themed merchandise, why not try to do a “Christmas in July” sale? It’s easy, it’s fun and it’s just a little unusual- all things the press loves.

With a little effort, you can find using seasonality can be an advantage, rather than a restriction, to your public relations efforts.

 

Here are some tips to get you started: 

• Go where the people are: If you’re trying to introduce a new product in the summertime, don’t sit around in the mall waiting for people to come to you. Set up a stand at a concert or fair, or go to the beach to promote yourself.

• Be All-American: If your product is made in America, tie into holidays like the Fourth of July or Labor Day.

• Do some good: Charities always need help, but they especially feel the crunch around holidays. Donate your products, service or just your time to help out. Not only is it a terrific press opportunity, but you’ll feel great afterwards as well.

Tori Brown is an Account Executive with Marx Communications, a public relations and marketing communications firm that helps B2B companies and individuals build their brands. For more information, please contact Tori tori@marxcommunications.com or 203-445-2851. To boost your business and learn more about our coaching service, email wendy@marxcommunications.com.

Timing is Everything (By Martin Arnold)

In the world of promotion and marketing of high fashion there is a saying: “Front page news makes front page fashion.” What that means is that events occurring in the outside environment will impact what people will be wearing the next season. This concept extends beyond of the world of fashion and should be looked at as you market your product or service.

For example, a client who sells homeowners insurance uses the news media to remind people of the steps they need to take as the hurricane season approaches. Each May, the news media reports on the number of hurricanes that are predicted to hit the East Coast and the Gulf states. Because the client’s products tie in with the hurricane prediction story, the media recognizes that the client’s advice is a helpful source of information for their audience.  A designer of miniature lighted collectibles will take advantage of the Christmas season. Strawberry producers look for ways to get the media’s attention when their crops are in. Even the IRS uses seasonality. Each year before the tax filing deadline, the IRS finds heightened interest in the information it releases.Sometimes an event or a change in the environment offers an opportunity for promotion. A program that supports carpooling, for example, would be more likely to be publicized after a hike in the cost of gas or following a government report on traffic congestion. An environmental consultant will be more successful if he ties his news to statistical information about how recycling benefits the environment. 

The possibilities are endless. Seasons, holidays, events, trends, reports, unusual weather, just about anything that happens in the outside world can serve as a news hook for gaining product exposure and for building your reputation as an expert in your particular field.

To boost your business and learn more about our coaching service and ebook for entrepreneurs, email Martin Arnold mharnold@sbcglobal.net.

Using a Seasonal Marketing Theme (By Melissa Wall)

Some businesses lend themselves readily to a seasonal marketing approach such as tax preparation in April or heating system check–ups in Winter. But what if your business does not have an obvious link to Spring, Summer, Fall and Winter? Can you create one? 

All businesses have cycles – it’s just a question of when. So, rather than compete with a myriad of other firms all touting the same top ten tips at the same time, you might consider creating your own season. Look for connections between your natural business cycle and holidays, seasonal food items or activities, history, weather–related disasters, or social causes. Then create a marketing program that ties both your product/service with the selected seasonal issue. Try to pick a month where not much traditionally happens and there is less competition for media and customer attention.

Seasonal Ideas

1. Quirk works such as “Christmas in July”.

2. Create the “The Season for ….fill in the blank…”

3. Organize an event around a charitable cause such as a summer food drive when food banks are traditionally short of donations.

4. Play on the words “ four seasons” to actually mean all year round, such as “The Four Seasons of Hope” – Yankees Manager, Joe Torre, uses this tag line for his Safe at Home Foundation.

For more information about fostering connections with your customers through target marketing, contact Melissa Wall, Marketing With Distinction, LLC, melissa@distinctmarketing.com or 203–888–9995.