Here are six publicity-generating ideas designed to help retailers flourish by getting — and keeping — their store names in the news:
1. Connect with journalists at the media outlets that have the most influence over your customers. In the same way that you invest time cultivating relationships with top vendors and customers, spend time establishing relationships with journalists who cover the retail industry. Keep them informed of industry trends by emailing relevant and interesting trade magazine articles they might not otherwise see, offer solid story ideas (even those that won't use you as a source), or simply take them to lunch every few months to learn more about what they're working on and how you might be able to help. Treat them with the same level of interest and professionalism that you show your other industry colleagues, and they will most likely do the same for you.
2. Write and distribute to the news media a "tip sheet" offering tips and advice on topics you know best. Own a pet store? Offer tips on how to keep pooch from freezing during winter walks. Is yours a bridal salon? Offer tips on how to clean and preserve a wedding gown. Is your chain known for its exceptional selection of gifts priced under $25? Tell us how to buy the right one for any occasion. Send one tip sheet per month to the appropriate media outlets and watch how you start to get — and stay — in the news. (Learn how to write a tip sheet at www.sandrabeckwith.com/articles/tip-sheet.htm.)
3. Sponsor a fun, unique contest. Make it highly visual, and you're sure to get local TV coverage. A gift shop can conduct a "worst gift I ever received" contest, a toy store can sponsor a competition among children to create the toy of their dreams, and a furniture store can host a contest to find (and replace!) the ugliest sofa in town.
4. Host an unusual educational event. Brainstorm some fun, but useful, workshop topics with your staff. Add a fun twist that will make your idea newsworthy. A jeweler could present a session on "how to select an engagement ring that will guarantee a 'Yes!' response," a department store might offer a cooking demonstration for this year's "it" small kitchen appliance, and a hardware store might present a series of "ladies' night out" events teaching women how to use certain tools or tackle specific projects.
5. Offer key media outlets article or segment ideas that are connected to holidays or seasons that dovetail with your business. Most retailers have busy periods linked to specific holidays or seasonal activities. For example, an office supply store that enjoys a sales boost during "back to school" days can encourage the local newspaper to write an article about the best ways to save money while school supply shopping. A candy store that does well during Valentine's Day and Easter but wants to generate more business around Halloween can pitch a story about how much candy is sold nationally — and locally — for Halloween and what treats are already in particular demand at that specialty retailer. A pet store can propose a TV segment on why it's not a good idea to give a pet as a Christmas gift.
6. Do good. . .and talk about it. One of the best ways to develop a loyal customer base is to give back to the community. Partner with a charity that means something to both you and your customers — and let the media know what you're doing. Whether you're a consignment shop hosting a fashion show benefiting a battered women's shelter or a fabric chain donating a percentage of the day's proceeds to a disaster relief cause, tell the press about it. Let them help generate more proceeds for the charity you're trying to help by collaborating with you to draw more attention to the fundraiser.
Finally, remember to tell the media what you're doing. If you keep your news in front of reporters, producers, and editors, they will be more likely to think of you when working on a story that you can contribute to. That, in return, will lead to the priceless publicity that will remind your customers and prospects what makes your store better than any other.
About the Author
Sandra Beckwith is the author of Streetwise Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement. For more information, please visit www.sandrabeckwith.com.
