Guerrilla Marketing Time Machine: Advertising Specialties

Note: We are in a series examining "Old School" marketing techniques to see if they still have oomph. Jay Conrad Levinson's 1993 edition of Guerilla Marketing is our reference book.

---

Ad specialties don't get much love from professional marketers. I searched the 47 marketing blogs to which I subscribe and only came up with one entry specifically about advertising specialties.

Before we get into what Levinson thinks about ad specialties, let's get a definition: Promotional products that can be customized with a company's logo or slogan. (Eg, pens, t-shirts, cups/mugs, matches)

Levinson, in the '93 edition of Guerrilla Marketing, thought that ad specilties could be used to gain awareness of your business, but the tactic should only be part of your marketing mix.

"Consider these specialties ot be the equivalent of billboards. That means they are great for reminder advertising. They are usually terrible as your only marketing medium. They do, however, put your name in front of prospective customers."

According to Levinson, ad specialties were good sales door openers, and items with a high perceived value created "a sense of unconscious obligation." However, he much preferred free samples.

Best Uses
There are five primary considerations when deciding to use ad specialties.

1. The Item -Exactly what are you going to give away?
   It's tempting to buy the cheap pens so that you can have something to give away. But don't do it. Save your money instead. Make it something out of the ordinary. If your are going to give away a pen, do something like a folding carabiner pen. It's functional and it's unique. In a drawer full of free pens, this one stands out.
   
   We did this type of pen for a medical clinic I consult and gave them out during patient appreciation day. They were a big hit with patients and staff alike. The nurses started wearing them around their necks.
   
2. The Customer - Who's getting your freebie?
   Match your item to your audience. Don't just buy a bunch of stuff that you will give away to everyone. For example don't buy a bunch of memory sticks and then give them away to the over 55 crowd. When the same medical clinic mentioned above did a health fair for senior citizens, we gave away ruler/magnifier.
   
3. The Objective - What are you trying to accomplish?
   If your objective is to just put your name in front of customers, then save your money. Have a specific purpose in mind when you buy your specialty. With the medical clinic, we did big refrigerator magnets listing all our medical specialties and the appointment phone number.
   
   Our main objective was to educate patients that we were multi-specialty and not just primary care. In addition, we wanted to give them easy access to our appointment phone number. And because they hold little Suzie's homework up on the frig, they're always visible. People loved them.
   
4. Your Business - Is your business right for ad specialties?
   Remember that the objective is not just to get your name out there. I don't think ad specialties work that well for businesses such as carpet stores. People don't buy carpet that often. And when they do, it's a major purchase. It's unlikely that your free key chain is going to have an impact on their buying decision. The same goes for car dealers.
   
   I think ad specialties work best for businesses whose products are frequently bought and and widely used by a large percentage of the population. I think realtors overuse ad specialties. Restaurants, however, probably underuse them. How often do people wonder what they're going to do for lunch?
   
5. The Setting - Where are you giving away your item?
   Does your freebie seem out of place? Consider how your item will be perceived when you give it away. Giving away calendars at a county fair would seem out of place. However, giving away caps at a golf tournament would be well received.
   
   The best ad specialty we did for our medical clinic client did not even have our logo on it. We ordered some yellow ribbon pins (support the troops) and gave them away on Memorial Day. Almost everyone wanted one, and put them on while they were still in the clinic. It created a lot of good will with our patients and made the staff feel proud.

Where to Buy
Competition is fierce in the ad specialties world. You can purchase them easily online and there are probably several dealers in your town. Shop around and compare. I have ordered directly online and I have used a local rep. The more complicated the project, the more you need to use a local rep. Sometimes they are even price competitive with internet re-sellers. If you are going to need help with your artwork, local companies who specialize in ad specialties (not the ones that do it on the side) can be a big help.

Try to find a good local rep, especially if you order several times a year. They can be useful in suggesting items that you might not have considered. They can also save you time by doing order placement and keeping track of production.

Get a few price quotes from local reps and compare them with prices online. Keep in mind that the company you are dealing with is not the manufacturer. Just about all ad specialty companies order from the same set of manufacturers. If one company has a specific item, then you get bet just about everyone has that item.

Guerrilla Marketing Tactic?
Ad specialties are indeed a guerrilla marketing tactic, but not the primary one. Use it only as an additional marketing support weapon.

Have you used ad specialties successfully? If so, please share them here.

Small Business Marketing Seminar - Get a marketing plan for your business! DIY Marketing for Small businesses is coming to Temple, Texas on February 28. For details and registration information see our website: The Marketing Spot.

---

Guerilla Marketing Time Machine: Magazines

Note: We are in a series examining "Old School" marketing techniques to see if they still have oomph. Jay Conrad Levinson's 1993 edition of Guerilla Marketing is our reference book.








Magazines

From Chapter 17 of Guerrilla Marketing:

"A properly produced magazine ad, preferably of the full-page variety, gives a small business more credibility than any other mass marketing medium."

That's quite a bold statement. But it also holds a lot of validity. Levinson further explains his strategy:

"Consumer confidence will not necessarily be gained from one exposure to
your magazine ad. But if you run the ad one time, you can use the reprints
of that ad forever."

Levinson's suggested strategy was to run a single regional ad in only a single issue of a national magazine such as Time. Now that's a pretty huge suggestion given that a full page ad in a Time can cost around $30,000. That's a lot of money, especially in the guerrilla marketing jungle. Why would you do this?

Magazines have evolved through technology and necessity. To combat declining national advertising revenue, the top magazines now print many different regional editions and even local editions for major metropolitan areas.

For example, Reader's Digest, America's largest circulation magazine (not counting AARP's mag) offers 10 regional editions and 10 major market editions. A full-page color ad in the national edition would run you $251,000. However, a full page color ad in the southern regional edition is just $87,000 and only $16,000 in the Dallas/Ft. Worth edition.

The key is the use of reprints to establish credibility. Even if you spend $16,000 instead of $251,000 to be in Reader's Digest, you still get to say on your reprint: "As seen in Reader's Digest." And that was Levinson's point on credibility.

Using Reprints

Reprints of your ad could then be distributed as newspaper inserts, direct mail pieces, or large posters in your store window.

I have to say this idea somewhat intrigues me. But I don't believe you need to go that far to establish credibility.

From time to time we have recommended local magazine ads for some of our clients. One of the primary reasons for doing so was credibility. Yes, we are an increasingly online society. And yes, marketers love to taught the new media. But the old media still maintains a credibility edge according to this survey from Nielsen.

Local Magazines

In Waco, we have two high-quality, widely-distributed community magazines, including the Wacoan. It has a polished presentation and the ads well-constructed. Unfortunately, you can't see the magazine online yet (hint, hint to publishers Robert & Michelle, who live about a block away from me).

If you have a magazine of this type in your community, you should consider using it for credibility. In fact many people pick up our Wacoan magazine just to look at the ads. Your primary considerations are presentation, distribution and ad cost.

How To Use Magazines
To use magazines, I suggest you use a tactic from new media and integrate it into your old media magazine ad. Advertise in a local magazine, but don't advertise. What I'm saying is give something of value instead of an advertisement.

I encourage you to listen to episode #4 of my Power to the Small Business podcast with guest Steven Van Yoder. We talk about how it's time to stop trying to sell stuff and start giving people something of value. This is the tactic that establishes credibility: it's what I call cultivating your customer.

Take a look at your local newspaper or magazine today and read the ads. You will see that the two primary uses of these ads are selling or branding. Odds are, you will not see one single ad that is providing useful information that makes the reader better. And that's good for you.

Put together an ad that provides something of value to your customer: helpful tips, timely product news, industry insight. Or you can reprint your full page ad "as seen in Reader's Digest."

Guerrilla Tactic?
Whether or not you want to drop 16 grand on Reader's Digest to test Levinson's theory is up to you. But if you use local magazine advertising, do it like a guerrilla marketer and not like everyone else.

Have you been a local guerrilla marketer lately?


Our company website: http://www.themarketingspot.com/
Our other marketing blog: The Marketing Spot

Childrens Furniture Advertising

Case Study: Punkin Patch, brick and mortar and online, upscale children's furniture and baby boutique.

Idea Wanted: New ways to advertise a new website with little to no budget.

Challenge: Get a new website noticed with virtually no money.

Background: Toks Aruoture purchased Punkin Patch, a children's furniture and baby decor boutique, in Atlanta 18 months ago. During that time they have hired 2 web designers to create an ecommerce website with the aim of selling baby furniture nationwide. After some disappointments their new website finally went live in the past week. However, during that time they made a significant investment in a year-long magazine advertising contract to promote a new website that was not ready. Add that total to the money they spent on web design and their budget is depleted.

Advice:

Punkin Patch caters to the affluent. This actually works to our advantage in trying to minimize expenditure while maximizing return on dollars spent. For Punkin Patch, we advise that they combine geographic and demographic targeting. While Punkin Patch may sell and ship to anywhere in the continental U.S. affluent consumers with more than $100,000 annual income don't just live anywhere in the continental U.S. They tend to live close to each other in particular neighborhoods.

We also advise that Punkin-Patch develop an advertising strategy that mixes both online and traditional forms of media. So let's get started.

Ideas:

1. Free press releases. Yes, we've made this recommendation before, because works. First use this press release generation tool to help you structure the press release. To give the press release more bite, other than "we sell baby furniture" we suggest that Punkin Patch offer a premium with the first order. We like the idea of a personalized burp big, but it can be just about anything baby related.
   
   After you've written your press release check this list of free press release distribution sites and begin the submission process. But hold on, don't submit to every one of them. Three is enough for right now. Then in another month choose another three...and so forth. We also suggest that Punkin Patch consider some higher level paid press release services to get a little broader coverage.
   
2. Use Google Adwords and Yahoo Search Marketing to get ads placed in searches. Here's how it works. You choose keywords for your ads. When those keywords show up in searches, your ad appears in the sponsored links section. The best part of keyword search marketing is that you get to choose your budget. You pay on a per-click basis and when all your budget is used up, then you stop getting clicks. It allows you to test the waters before going whole hog.
   
   First, you choose your keywords using this keyword tool from Google. The key is to cross-reference keywords that have as minimal competition (keywords are priced on supply and demand) with as high a search volume as possible. We have already done this analysis for Punkin-Patch and recommended five search terms.
   
3. Send post cards offering free burp cloth with purchase. How in the world can we recommend direct mail with a national website? Two ways. First, as I mentioned earlier, affluent Americans don't live just any old place. You can target zip codes, even neighborhoods where the people make a lot of money. Second, whenever Punkin Patch gets an order, they now have all of that customer's data. If that customer is typical of the ideal buyer profile, mail postcards to their neighborhood declaring that their friend down the street has discovered Punkin-Patch.com, why don't you? We'll even give you a personalized burp bib with your first purchase.
   
   We are fond of postcards, especially for websites, because they are relatively inexpensive to print and mail. There's no opening of envelopes and if the postcard is properly designed, the consumer can't help but see your message. Even if the consumer intends to throw it in the trash.
   
4. Team up with Amazon. Toks has already been approached by Amazon to add Punkin Patch to their website. Because she has had some difficulties getting her own website running the way she wants, we advise her to proceed once she has read the agreement thoroughly. She also should call a couple of references who already have an Amazon storefront. There is no direct advertising expenditure here, however Toks will have to pay a percentage of the sale to Amazon. In return, Amazon provides the exposure to its expansive customer base and it absorbs all the credit card fees.
   
5. Email marketing. This method is often maligned because of the spam implications. However, we have talked to businesses who have used email with some success. The key is to deal with a list broker that has an opt-in or permission list. People have actually given permission (whether they knew it or not) to be on this email list. Be aware, however, that these lists can still have a high degree of inaccuracy. Take the total numbers with a degree of scepticism. To buy a list, you will pay $X per thousand addresses. You also have to put together your own ad using some html. We recommend that you create the message, but have a professional put the ad together.
   
6. Women's issues blogs. here you are going to have to use some good old-fashioned internet shoe leather. Surf all the women's blogs you can find. Search Technorati and Ice Rocket to find them. Look for ones that fit the affluent female profile. Participate in the conversation by commenting on the blogs. Contact the blog author and ask for a review of your website. There may be some that you might actually want to sponsor with a banner ad. Check the blog's popularity with Technorati, and ask for the blog author's feed stats (actual subscribers). A blogger who's on top of her game will be able to tell you how many subscribers she has and is probably using a service like Feedburner.

The Lesson:
The first lesson that Toks learned, the hard way, is don't start advertising until you are absolutely ready for business. Especially when you are depending on a website for your sales. I have not yet ever seen a website go up on schedule...ever. Did I mention that I've never seen a website go up on schedule? Ever?

If you do find yourself with little to no money to advertise and you know you need to advertise, all hope is not lost. Fortunately for you, the internet still has some anarchy and you can conquer little parts of it. Work hard to find the spots where you can leverage you message for free or practically free.

Finally, before advertising, go to our other blog, The Marketing Spot and read some of our lessons on branding and advertising. You can maximize the return on any advertising investment you make by maximizing the message you communicate.

If you have any additional ideas for Toks Aruoture and Punkin Patch, please add your thoughts by clicking the comments link below.

For more information on our company, see our website: www.themarketingspot.com

Advertising a Travel Agency II

You may remember that back in early September, we tackled Baumann Travel in a case study. This week we decided to take on another travel agency because the situation and the lessons are much different.

Case Study: Diane Fazio's Dream Travel in Lawrence, Massachusetts.

Idea Wanted: Advertising ideas to get more business

Challenge: The travel agency business has changed dramatically in the last 10 years as consumers turned to the Internet and largely book trips themselves online. Diane's challenge is to take her local travel agency, with a small marketing budget, and compete against the big online travel sites for customers and profits.

The Background: Diane operates Dream Travel out of her home in Lawrence. She specializes in honeymoon travel and Caribbean destinations. She started the business four years ago and said that she just loves it too much to not do it. Her business is OK, but she says she can handle a lot more.

Diane has earned several certifications including Sandals Certified Specialist. She loves travel herself and says that she has been to almost every major Caribbean destination.

Advice: You can waste a lot of money advertising your business. As a whole we believe that advertising is mostly ineffective when isolated as a marketing tool. In this case, Diane's keys to increasing Dream Travel's return on her advertising investment are: the way she positions her company, the media she uses for her message, and the message itself. Our ideas will revolve around those three areas, and then we recommend a website upgrade to give Dream Travel's advertising credibility.

Our Ideas:

1. Let's start with positioning, or building an image in the mind of the consumer. It's tempting to stand for a lot of different things and try to get business from several different segments of the market. However, people would rather deal with a specialist than a generalist. Dream Travel should be positioned in all it's advertising as the Wedding and Honeymoon specialists. Diane has a passion for this segment of the business and can genuinely position herself as a honeymoon travel expert. It doesn't mean that Dream Travel cannot book cruises, family vacations or group travel. It just means that she doesn't use her advertising to try to attract that business.
   
2. Now that we have our position, let's choose our media. We put Dream Travel’s criteria into our MediaSpotter tool and found that local community publications are Diane’s best choice. She is currently using the Perfect Wedding Guide in the Lawrence area as well as a sports display (a display case with advertising) at a local supermarket. We recommend that she not renew her ad in the sports display and begin placing ads for Dream Travel in wedding guides outside her own market (after she implements a couple of our other ideas below). There is no need to limit potential customers to her immediate geographic location. Diane has the ability to plan honeymoons for anyone anywhere. Theoretically, Dream Travel could be advertised in any wedding guide in any part of the country.
   
3. We know where we want to advertise, what we want our business to look like, now let's do makeover of the ad itself and fine-tune the message. Resist the temptation to put too much copy into your ads. Think of advertising as courtship; you are trying to court the prospective customer to taking the next step in their relationship with you. Rather than listing all the reasons customers should buy from you, use a pick-up line in your advertising. For Dream Travel, we recommend a very simple, colorful ad. Use a tropical island picture (which Diane currently does), put the name of the business at the top of the ad and directly underneath but the pick-up line: "It's like getting a free upgrade." Then in for the copy put: (headline) Dream Travel, The Honeymoon and Wedding Travel Specialists. (copy) Leave nothing to chance on the most important vacation you'll ever take. We plan honeymoons every day and we know how to upgrade your honeymoon without upping your budget. To see your honeymoon destination, simply visit our website: http://www.dreamtravelma.4mydeals.com/, or call 555-555-5555.
   
4. When visitors arrive at your website, they need to see the fulfillment of your advertisement. Dream Travel's website does not currently do this. We recommend a website redesign starting with a unique domain name. We believe Dream Travel needs to stop using the free service and invest in a professionally designed website that communicates her new position. We realize this is a tough step, but a necessary one. First, using the free service makes the web domain name too long and the 4mydeals part of the domain name detracts from the specialist image we are trying to craft. Also, the free service allows few options for customization. You have to invest some money and use a professional web designer, but you probably don't have to invest as much as you think. We believe that the website we envision for Dream Travel can be done for around a thousand dollars. However, there will be a significant time investment up front, and then few hours every couple of weeks to to keep it fresh and useful.
   
5. No, blogging is not passé yet (at least I hope not). We recommend that Diane blog on the website to establish Dream Travel as the honeymoon and wedding travel experts. She has been to almost all of the major Caribbean resorts and can offer first hand advice in her blogs. She can also give honeymoon travel tips. In her blog posts she should use keywords that will help her site show up well in web searches. Use Google Adwords Keyword Tool to find good keyword topics. We have emailed a list of potential keywords to Diane.


6. Here are some of our ideas for the new Dream Travel website: Post pictures and testimonials from past clients to ad credibility. Put Diane's picture prominently on the splash page and the blog to add a feeling of personalization. Include a photo album of all the resorts to which Diane has traveled and include tips for each to establish expertise. Put a "request a quote" form on the website to make it non-threatening and easy for people to do business with Dream Travel. Add a "Honeymoon Travel Secrets" section to make the site interesting.

The Lesson: Advertising is not magic, it does not work alone. Several factors are involved in getting business through advertising. Your ad must communicate your position in the marketplace (based on your brand), you must place your advertising where it has the best chance to succeed (think context), then your message must draw the customer in to wanting a relationship with you (courtship). Once you get them to go out on a date with you, you need a place to do business that is congruent with message you've been communicating ( Dream Travel's website).

So what do you think of our ideas? Do you have any others?

For small business marketing advice and lessons, see our other blog: The Marketing Spot.
For more about our company, see our website: http://www.themarketingspot.com/

Free Restaurant Advertising

Every sit-down restaurant should have a website. However, if you can't yet afford one, or you are "working on one," here is a temporary option. Post your menu online free at this website: Menu Elephant.

The site allows diners to search by city, state, business name and cuisine type. Once you post your menu, it receives a URL address which you can then use on your business cards as your own website address. The site also maps your location.

Click here to post your menu free.

For small business marketing advice and lessons, see our other blog: The Marketing Spot

For more about our company, see our website: http://www.themarketingspot.com/

Advertising a Travel Agency

Case Study: Baumann Travel, Lake Peekskill, New York
Challenge: Get more business on a small marketing budget.
Idea Wanted: Identify the most effective way to advertise to a particular demographic with a limited budget.
The Background: Roger Baumann is an adjunct associate professor at College of Mount Saint Vincent. He is also an artist.

Baumann Travel offers fully escorted cultural and art exploration trips to Japan and Southeast Asia. His clients are primarily upscale females who are either retired or semi-retired.

Current advertising is minimal, primarily using flyers and brochures distributed at museums and through occasional mailings.

Advice: It's not all about advertising in the right place; it's first about what you advertise and how you are perceived. Your image needs to be finely tuned before advertising. A business needs an articulated brand promise, an effective signature (business slogan), and an enticing pick-up line to use in the ad.

Baumann has a hurdle right at the beginning of the sales process with an outdated website. It subconsciously tells the customer that some of the small things don’t get taken care of. This is important if you are going to ask someone to travel several thousand miles with you and pay thousands of dollars to do it.

Baumann Travel's first task is to polish up the presentation a little bit, which will maximize the return on their advertising investment.

Our Ideas:

1. Update website - The first order of business is to update the website, before a single dollar is spent on advertising. If it will be difficult to make future updates, remove all time specific references. Instead of actual upcoming itineraries, create “sample itineraries.” If possible, include photos and/or videos of past journeys.
2. Develop a signature and a pick up line – Many businesses have a slogan. More effective than a slogan is a signature, because it’s personal and it says something meaningful. A pick up line is the message you use in the advertisement to get customers involved with you. An example for Baumann’s signature might be something like, “More than a tour, it's an experience.”
3. Magazine ads – The target demographic is retired or semi-retired upper-income females. Special interest local, or regional magazines, are probably the best choice. Direct mail would be a close second, if you can find a reliable list. The ad should feature an invitation to the website or to a special reception (see idea below).
4. Museum publications – Work with New York or other major metropolitan museums such as Rubin Museum of Art and see if there is an opportunity to place an ad in a newsletter or other publication.
5. Working with museums – See if you can obtain the mailing list from some major metropolitan museums (you will have to pay for the list) and send an invitation to learn more through the website or a reception (see #6).
6. Host a reception - Give a taste of the journey before going on the trip. Host a tea or wine reception and show videos, pictures and pieces of art that can be expected on the trip. The clientele is upscale so pamper them and let them know how they will be treated on the trip.

The Lesson:
Everyone wants to spend as little money as possible on advertising. Don't we all? To Maximize the money you do spend, you must buff up your image and your message before advertising. Doing this increases the effectiveness of each ad you do run, and consequently saves you money over time.

Advertising is courtship, not a sales pitch. This is especially true for an upscale service such as Baumann Travel. All your advertising should communicate your brand promise and lead potential customers to the next step. Baumann Travel’s advertising should not try to make the sale, instead it should invite the customer to become more involved in learning about the travel experience.

Before you advertise, make sure you have an image that has been polished and ready for the spotlight. When you do advertise, involve the customer, don’t sell.

If you have more advice, please comment below.
Want your free marketing idea? Fill out this form and submit.For more small business marketing advice, see our other blog: The Marketing Spot.
Our website is: http://www.themarketingspot.com/

Advertising a Seminar

Case Study: The Research Coaches, Chicago
Challenge: Increase attendance at upcoming live seminars in October
Idea Wanted: Creative, hopefully free, ways to advertise the event.

The Background: A successful research firm has branched off into a research coaching firm and is holding two live seminars in October. Most of the budget has been used for the venue and an email campaign of 25,000 emails being sent to businesses in the Chicago area.

The seminars are titled: "Know Your Customer" and presented by Ed Erickson, owner of the company. Attendees will learn segmentation, how to identify their customers, and what their customers want. The promotional material promises that the seminar "...will provide you with no-nonsense practical tools to better understand and serve customers," and that you can take what you learn in the morning "...to increase sales and profits by the end of the day."

The targets for the campaign are:

• Small to mid-sized business owners, managers, marketers
• Entrepreneurs planning to start a new business
• Consultants who serve the small business community

Advice: After reviewing some promotional materials for the seminar, we felt that publicity was not the only thing needed to attract attendees to the seminar. We felt the four page promotional brochure needed to be condensed and needed to have more impact.

With little or no budget left to advertise the seminar, what we are really talking about here is public relations: getting free publicity. The way to get free publicity is to offer something of value to get the free publicity you want. Distribute a press release with some valuable information to small businesses.

Our Ideas:
1. Distribute a press release to all area media outlets and local publications. This press release will feature "How to leverage sales data into new customers" or valuable information such as a "Top five questions to answer about your customers." At the end of the press release, promote the Research Coaches website and upcoming seminar. Without valuable information, a press release is unlikely to get publicity. Use this press release generator tool to format your press release.

2. Distribute the press release through free internet press release sites. Here is a list of free sites. Media outlets often search the internet for story ideas and articles. In addition, Chicago is a huge metropolitan area and business owners that might be interested in this seminar would have a propensity to spend time on the internet searching for ideas.

3. Launch a new blog titled "Customer Mining" or a title that relates to a common theme from the seminar. Have daily or frequent entries to the blog demonstrating authority on the subject. Don't be afraid to give away some of the material from the seminar. With each blog entry, countdown to the next seminar and provide a registration link. You can also make reference to the blog in your press release. Blogs are free to create, but take time and effort to maintain.

4. Re-work the promotional material for the seminars. We didn't feel it had a compelling call to action or exciting visuals. One visual we brainstormed was to use an enormous sea of people with a few, select people glowing in the crowd. The caption is "Can you see your customer? Yes you can."

We also recommend making the titles of the sessions more dynamic, and even possibly renaming the seminar from "Know Your Customer" to "Find Your Customer"

The Lesson:
Free advertising is about getting publicity that you can't pay for. This means the information you offer has to be of value to the recipients. Don't just send press releases. Think of the value angle and turn your press release into a news story.

The other key component to your press release is your authority. Why do you deserve publicity on this subject? Anything you can do to increase your authority, increases the value of your press release. Are you president of a related organization? Have you been recognized for your expertise in this field? If you have a history (such as the blog we recommended) of being an authority on this subject, you are more likely to get some media play from your press release.

If you have any other suggestions, please comment below.

Want your free marketing idea? Fill out this form and submit.
For more small business marketing advice, see our other blog: The Marketing Spot
Our website is: http://www.themarketingspot.com/