Public Relations

Informing the public about your business through the use of business cards, brochures, mailing pieces, and specialty items such as desk calendars, pens and note pads imprinted with your company name, is a form of advertising that is know as promotion.

The things you can do over and above your advertising program that help build your image and keep your business in the public consciousness are referred to as public relations. It is a fine line in terminology, but can make or break your business if not addressed.

There are many clever ways to extend the effectiveness of your advertising and promotional dollars, as illustrated in the following examples.

• Being Creative

The owner of a pet grooming business leaves a business card and a brochure featuring a 20% discount coupon everywhere he goes. When he is running errands, he always takes a handful of brochures with him to hand to store clerks, gas station attendants and waitpersons he runs into along the way.

If he sees a car with a dog in it, or one with a bumper sicker announcing the owner's affection for their pet, he slips a brochure under the windshield wiper. He claims that 45% of his new business is from the recipients of his handouts and the majority of them become regular customers.

Another business owner who operates a small walking tour service in her beach-side town sends out a one-page quarterly newsletter featuring historical and other facts about the area to everyone who has ever taken the tour. She includes a $10 coupon which can be redeemed by former clients or their guests.

She states that many of her clients are local residents who send their out-of-town visitors on her walking tour, simply because she makes sure they are aware that she is still in business and generates enthusiasm through the newsletter.

• Charity Tie-ins

Other ideas you might consider include promoting humanitarian outreach. For example, for every ten referrals to your service, you donate a predetermined amount of money to a local charity. You can easily keep track of their purchases by punching a hole at the edge of the card designed by you or your printer strictly for that purpose.

When you are ready to present the check to the particular charity, make sure that chairperson of the organization is going to be available to accept it and be sure to contact the local press and invite them to the "event." In most cases, they will give you free coverage.

• Reminder Cards

Sending regular "thinking-of-you" cards to your past and present clientele is especially effective with service businesses. Again, it assures the customer that you are friendly, reliable and successful -- a real plus for your credibility