Atlanta's Marketing Center

A Little P.T. Barnum

"This Way to the Egress" was what the sign read near the end of every PT Barnum museum tour.  Barnum made it a habit to promote at every turn.. whether a show, tour, events, anything.

He was perhaps the greatest showman and promoter the world has ever seen... Tom Thumb, Dumbo, bearded women, the snake man, etc.  Barnum would find whatever he thought would excite the public.. and he gave it to them with fun and flair.  When he brought the circus to town later in his life, there was so much forward publicity that he rarely had to do any advertising or promoting on his own.  Free advertising, and a lot of it.

Now I would be remiss if I didn't say that he made a large part of his fortune scamming people.  What he did do though is lead people's imagination in ways they had never experienced...and his shows did deliver. 

I honestly think there's an honest little P.T. Barnum in all of us.  A part that has fun promoting our businesses, blowing our own horns with creativity.  I'm sure there are great offerings that you have that your own customers (and even family!) don't know about.  That's a shame.  Find a good ad medium and shout it to the world.  Be honest and have fun...this creative side has never been needed more!

And by the way...the sign that read 'This Way to the Egress'?  Everyone but the English teachers were excited until they were ushered out of the building and learned... Egress is another word for 'Exit'.

Good publicity

Few small business owners engage in the publicity game and issuing press releases. I’m learning how to do this aspect better myself and there’s definitely an art to it. It’s certainly more than just issuing press releases. 

The biggest thing is that you have to develop a relationship with the contacts within the media. (And, in spite of the continuing changes in the media such as more online technology, they're still there...albeit using slightly different technologies.) Folks in the media (journalists, editors, etc) are people just like you who have a job to do…to bring interesting and useful information to their readers and audience.

The first thing to do is to set aside time. The second thing to do is to identify media that serves your target market…and identify reporters within that media. Next is to get into the frame of mind of serving those reporters and giving them ideas that would help them and their audience. You want to be a resource for them and help them any way you can as they already have a lot on their plate.  When you issue press releases and stories, they must not be from the advertising frame of mind. Frankly, at first that’s quite a trick and as I am learning, it takes some practice.

Your interest is in becoming an authority in your field and being someone the reporters can go to for information or advice. They want that. They want help in making their job easier. If you have a compelling story for their audience, they will definitely take a look at it. When you help them constructively, they will take it…and will ask for more. In the end, everyone benefits.

Effective PR

Are you having a problem coming up with PR ideas?  Here are some questions from John Jantsch of Duct Tape Marketing that you can use to help brainstorm some topics.

• Have there been any personnel changes, promotions or additions in your firm?
• Have you landed a significant new project or customer?
• Have you, or anyone on your staff, received an award in your industry?
• Has your company sponsored a charitable fundraising event in the community?
• Are you doing anything that is a new trend in your industry?
• Have you supported one or more of your employees through an unusual crisis?
• Have you solved a problem in your industry?
• Have you significantly expanded your current services?
• Have you become a new dealer for a name brand product?
• Has your company been in business for 5, 10, 15, 25 or 50 years? 

There are lots of ways to promote your business through PR.  Can you come up with some questions that might produce a news-worthy story?

Excellent Atlanta PR Resource

I recently discovered a great PR resource for Atlanta small businesses.  The website is called Leff's Atlanta media (www.leffsatlantamedia.com).  It's run and managed by Mitch Leff & Associates.  Mitch is a 19-year Atlanta public relations veteran who has worked with Cohn & Wolfe, Edelman, and the GCI Group.

The website is a complete database of Atlanta media (print, magazines, TV, radio, etc), along with journalists' names, their beats and full contact information.  Mitch's organization (www.leffassociates.com) keeps the site up to date so you don't have to waste time calling around for information.

The handy site also includes a "PR Guidelines" section that directs on the appropriate ways to make contact with the journalists and how to go about your public relations campaign.  At $99 per year this is an excellent value.

While we're on the subject of public relations, I would look into the "HomeRun PR" seminar on May 3rd from 8am to 3:30pm.  The one-day seminar will instruct on how to develop your messages, types of media to pitch, and interview preparation.  If you're serious about using the press in your marketing strategy, I strongly encourage you to attend.  You can get more information on this here... www.homerunPR.com.