Creating “Buzz”
Ok, I’ll be the first to admit that “buzz” is one of those marketing words that everyone hates, but it does describe the process of getting people to talk about your company and visit your newly updated website. So, without hiring a marketing consultant, how can you get people talking about and asking about your business? There are several good ways, and most cost little to nothing.
Press releases are a great starting point. Did you recently buy an impressive new machine? Move into a new building? Expand an existing one? Or maybe hire a new principal in your business? Get the news out. Get in touch with your local paper and let them know. Write a press release, and send it along to them. Most local papers have a lot of space to fill and free fillers like press releases are very welcome.
Get to know the editors of your local papers. It is surprisingly easy to get them to print a monthly column that you write on kitchen trends, new products on the market, (you know that you can add soft closers to existing doors and drawers, but does the average homeowner in your area?) and the advantages/disadvantages of the type of cabinets and countertops available.
Many communities have a variety of Real Estate papers that are given away all over town. Contact them and see if they are interested in fillers. Again, a few paragraphs about kitchen, bath and closet features to look for when home shopping is a great way to get your name out. The Nashville area, where I am, has a big glossy Nashville Area House and Home magazine that is available all over. This type of publication would be a wonderful place to get some free advertising through writing.
You may have noticed that I’m big on things that involve writing. There is a reason; when you appear in print in ways like I’ve described, people automatically assume that you have some special expertise in the area you write about. It is amazing and a bit scary, but true. My oldest daughter has a disability. Years ago when she was young, I wrote a monthly column for the Disability News Service on simple assistive technology things you could do around the home to improve mobility and quality of life for persons with physical issues. In very short order, I was being asked to present at family support conferences and even to a state occupational therapy association meeting. In a matter of months, I was recognized as an expert in a field I had no formal training in. I was just a creative parent, but my little column got a lot of attention. And believe me, a column in the local paper with your name on it (and, of course, your e-mail or website address) is advertising you simply cannot buy.
A non-writing way to get your name out there is to cultivate relationships with the reporters at your local or statewide paper, radio station or even television stations. Get to know the business reporters. Let them know that you are available for comment and feedback. They always need material, and in the current environment they can really use a builder to discuss the housing market, or a cabinet maker to comment on simple improvements to help people sell their homes.
Finally, if you decide to do any of this, be a little cautious. Do not mention politics or political parties. Do not appear to be promoting your business or trying to sell. Give good insights and advice and folks will connect your name with professional expertise. And NEVER badmouth another company or product.
Next post, I’ll talk a little about online forums and social media ideas for your business.
As always, I invite you to comment here or by e-mail on this or any of my posts. rbagnall@consultingwoodworker.com
I can be reached through Linkedin as well: http://www.linkedin.com/in/ralphbagnall
Send Your Customers to Class
Over the last few weeks, I’ve been involved in a couple of discussions about foreign imports and getting customers to “Buy American”. Some folks believe that it is time to raise trade barriers or otherwise limit imports, but look where that idea has gotten GM. Decades of protection and insulation enabled the Big Three to defer innovation and avoid maximizing efficiency to the point that they have struggled for several years to regain market leadership, and are being pummeled by the current economy.
What the woodworking industry needs to do is begin educating their customers. What YOU want to do is to teach your customers to look beyond just the price tag and recognize the value of your products. They want to buy American. They want to buy locally. You need to show them why it is a better value to buy from you.
Your first informational contact with your customers is likely to be your website. They may look at site after site with beautiful photos of other people’s kitchens. Some will gain inspiration and ideas from that, but you need to offer more. A quick Yahoo search for “Kitchen Cabinets” resulted in nearly Ninety one MILLION hits. Even if a couple visits a few dozen pages of sites, can your site will make them remember it and return? This is not a tutorial of improving your search placement, many folks are better qualified than I to teach you that. No, what I’m getting at is giving your customer something for visiting your site.
They are searching the web to find ideas, figure out options, decide on hardware and features. There is some really innovative and cool stuff out there. You know about it. They don’t have a clue. So educate them. Do you offer undermount self closing slides? A fifteen second video clip on your website can show your customers how they work. You can add a similar clip showing a blind corner trolley unit being pulled out. With an inexpensive digital video camera and editing software you can quickly add informative clips to your site.
You website should feature links to materials providers, hardware companies, design websites, along with books and videos on kitchen design. These will provide your customers with much useful information. Set up affiliate links with Amazon and some of the other websites, and you might even make enough to pay for your site. Remember that lots of free information on your site will drive repeat traffic, create buzz and get you some attention.
Your site needs to be more than just nice photographs. You need to explain why the materials you use are superior, how your construction lasts longer, why your design skills are more innovative, whatever makes you the better VALUE than other options.
Next post, I’ll discuss some intriguing (and cheap) ideas for getting attention for your business.
As always, I invite you to comment here or by e-mail on this or any of my posts. rbagnall@consultingwoodworker.com
I can be reached through Linkedin as well: http://www.linkedin.com/in/ralphbagnall
