Press Coverage - the no-Charge Small Business Marketing Opportunity

A Home Business Article Contributed by Sharon Hill

Making the Best of Your Small Business Marketing Opportunity

A small business marketing event is little opportunity at all if the press does not know about it. Your start-up firm may very well not have the budget for a public relations firm. You, therefore, are the administrator of your own marketing. Here are a few tips on making the most of your marketing event:

First, you'll want to plan your event well in advance, so there's ample time to do it right, give folks the chance to arrange their scheduled to attend, and give the press ample time to publicize it prior to the event and to attend and write about it afterwards. If you can afford to do so, hire a photographer. You'll then have photographs to offer any media representative that may have an interest in publishing your event.

Planning Your Small Business Marketing Opportunity

What you'll need to start the process for your marketing event is a list of people to whom you wish to offer the opportunity to attend your small business event. Along with your friends, family and customers you'll also want to extend invitations to the local press. A formal, high quality invitation should be sent to each business reporter and editor.

Once you've extended the invitations, write a press release, faxing or emailing it to each business reporter, giving event details (don't forget to give it a unique local flavor) and as much contact information as possible. Should someone be unable to attend a well-written, complete press release can still generate press coverage.

One or two days after you have faxed the press release (and well in advance of the event itself) call each reporter to whom you sent a press release and inquiry if she or he will be attending. You may even approach them with an offer to answer any questions not clarified in the press release.

Create attractive name badges for the event, and take the time to thank everyone for coming. Immediately after the event, send out thank you notes.

The Best Marketing Opportunity for Your Small Business is Your Press Kit

Your small business press release can stand out from the crowd, enhancing your marketing opportunity, if it's combined with an eye-catching, informative press kit. In fact, the kit can be used for just about any event or occasion, whether it's a trade show, small dinner party, conference - or your trip to the local grocer where you run into a fellow entrepreneur or local reporter.

A pocket folder is ideal for a press kit. In the folder you'll want to recreate every company press release to date (printed on company letterhead always), a brief history of your firm including products and services, date of inception, officers/owners and managers, mission statement, recognizable client names, testimonials if available, and a picture of your office location if you have one. You should also include brief bios with pictures of all executive level staff.

If you have any favorable press coverage be sure you have that reprinted on company letterhead and included as well. Should your company have a newsletter or brochure include the most recent copy of it. Your top sheet should be a brief letter by you that sums up what is found within the press kit. And, don't forget your business card.

Remember, if you don't get the word out in a classy, recognizable way, your small business event will be no marketing opportunity at all.