It’s one of those hidden gems that most business owners miss out on.
It’s easy to copy what your competition does.
Ads, radio spots and television commercials are a great way to get the word out about your business, but take a closer look at the local promotion.
Radio Stations Wouldn't
Survive Without Them...
The next time your listening to the radio, listen to how many local promotions are being done. You’ve heard them before. They’re usually a 15 or 30 second spot and go something like this...
“This Saturday afternoon... Come on down to XYZ Business. Louie, Dewey and Screwey will be there from 3 to 6 giving away tons of free stuff and broadcasting our show live. Don’t miss it.”
You’d be surprised how effective that is. It’s a real attention getter. It’s so effective, it’s usually included an most advertising packages that radio stations sell to their advertises.
You buy a certain amount of ad spots, and they’ll include a few live broadcast and local promo spots. If it didn’t work, you wouldn’t hear them anymore, would you.
Now It's Your Turn...
Besides being an extremely effective marketing and advertising tool, a local promotion is something that you can put together yourself.
Not that it’s an easy thing to do.
Don’t let anyone tell you different. However, if you follow a few simple steps, you’d be surprised how you can became a promo expert.
Also, the type of local promotion we’re going to discuss here is not your typical radio remote promo.
We’re talking about getting out there and promoting your business on a much smaller local level.
Who Should You
Be Targeting? ...
Look toward any and all local organizations in your market-ing demographic. Elks, Moose, Veterans of Foreign Wars. Ladies Auxiliaries, Garden Clubs... and the largest amount of possible locations... Home Owners Associations.
These organizations usually hold monthly meetings, which can last from 1 to 2 hours.
Host is responsible for 1 to 2 hours interesting are constantly searching for ways to keep their members focused and entertained.
They will jump at the chance to have someone come in for 15 to 20 minutes and provide their members with valuable “FREE” information. Make that person “YOU”.
Who knows your business... better than you?
You know each and every aspect and feature of your business.
It shouldn’t take you more than 10 minutes to write down the top 5 features that your business brings.
Now take another 10 minutes and turn those business features... into customer benefits. (go to our tutorial, “Turning Features Into Benefits” if you need any help).
Live in your customer’s world.
Now your writing copy from your customers point of view, and giving them something they find of value, for free.
Make each benefit it’s own category, and elaborate on it.
Be sure your writing (or copy) is content-rich.
Avoid being boring.
Rehearse. Record yourself. Video or audio.
Remember, your audience is eager to be informed, and not to be put to sleep.
Do this for each category, then carefully proof read it.
There’s no need to memorize your copy, but learn it, study it, and most important of all, be able to speak about each category for 2 or 3 minutes.
This is how you’ll fill your 15 or 20 minutes of presentation time.
Try not to skimp in this area.
As interesting as your presentation might be, people love to leave with something.
Make sure it’s something they use at home, and not just place in their circular file. (That’s an old office term for trash can).
You want your audience to remember you.
Therefore, be sure to produce an attractive, eye catching handout to give to each attendee.
Provide value. Don’t sell too much.
A way to trim your budget a bit would be to create your own layout for your brochure.
Go to Office Depot, Staples, or your local printer.
Your printer may be a good option because they too are locally owned. You can even talk to them about co-op advertising.
They have everything you need to create your brochure.
So Who's Doing
We hope you are.
You have what it takes to run your own business.
You should have what it takes to promote it.
Granted, public speaking happens to be one of the scariest things a person could do.
But you have one big advantage... you’ll be talking about something you love... Your business.
Think of it this way – in the land of the blind, the one-eyed man is king.
This isn’t something we expect you to do cold.
It’s takes practice and rehearsing.
Practice with your employees and family members.
Do you belong to any local organizations?
If you market to other businesses, consider Meetups or Million cups of coffee. Maybe there’s an opportunity for you to get up and speak to that group.
Just be sure you’re comfortable with the subject matter.
The more public speaking you do... the better you become at it.
I Just Can't
We hear you.
Some folks are just not cut out for this.
Maybe you have an employee with the knack for public speaking.
Maybe a friend or coop business partner can take the reins.
Consider joining a local toastmasters group
Don’t let a golden opportunity slip through your fingers. This is a great way to get more mileage out of your market-ing and advertising dollars.
If you have any questions, or need help along the way, feel free to contact us.
Local Promotions... another great way to Attract Em... Convert Em... & Keep Em...
We'll See You At The Top!
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