Small Business 101

Growing Your Business: PR/Marketing

If you're thinking about starting your own business, you probably have tons of questions about where to start. Learn more about the basics of entrepreneurship with Small Business 101 .

Heather Gartman has over 17 years of experience in marketing communications, public relations and government affairs. She handles a variety of clients for the Zeno Group and has created marketing plans for local small businesses on a freelance basis.

Heather's professional background includes managing marketing campaigns for corporations and government clients, corporate positioning for existing and start-up companies, and developing and managing public affairs, media relations and public education accounts.

The transcript follows below.

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Heather Gartman: Hi Everyone,

My name is Heather Gartman and I have been working in the marketing and PR arena for 17 years now. The question that comes up most frequently is "How can I create the most awareness for my product/service the most cost-effectively?" I am biased, but media relations is a very cost-effective way to get the word out and always consider strategic partnerships. I look forward to answering your questions, Heather.

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Vienna, VA: What is the best way a small company that provides services can get it's name out there? Is there a place that gives free publicity to small local companies?

Thanks.

Heather Gartman: It is hard for me to answer this without knowing what your service is. I like local newspapers for inexpensive publicity. You can run an ad or contact the editor about doing an article on your service. The Internet can also be a cost effective way to get your message out.

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Santa Maria, Calif.: Hi! After 14 years of working for a large insurance company I decided to go off on my own and start my own agency. How do I get the word out about my own agency other than sending out mailers?

Larry I.

Heather Gartman: I do think targeted direct mail to a qualified list can work. I also think developing a relationship with your local small newspapers and setting yourself up as an expert could help you. Perhaps offer to write a column once a month on insurance issues. Also, be sure to leverage your relationships that you have from your previous company.

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Hillsdale, Mich.: Can you offer one or two of the most effective low-cost ways to market a nonprofit organization? For instance, do you recommend using radio Public Service Announcements? Thanks.

Heather Gartman: It does depend on what your non-profit is. Is it a charity or some other organization that provides a benefit to others in your community or nationally? If yes, contact your local newspapers about doing a story on your event or organization.

It is always important when calling the media to have some examples of your good work and some other people they can contact to discuss your good works such as beneficiaries of your services.

If you can quantify your good works, that would be helpful as well. For example, how many people your organization has helped or how many you plan to help this year.

Also, if you are trying to fundraise, I would consider direct mail. There are organizations that specialize in this type of direct mail. PSAs can be helpful depending on the organization but you must have a clear and strong "call to action" -- what do you want the viewer or listener to do?

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Washington, D.C.: Where can I find marketing plans for local small businesses that are free?

Thank you for taking time out to answer our questions.

Heather Gartman: I know that there are sites online that do have marketing plan templates. I also recommend you contact your local universities marketing departments and see if one of the classes would be willing to develop a plan for you as part of their class assignment. That way you can get a customized plan for you.

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Washington, D.C.: At what step of a company's life do you think it is best to hire a marketing company? Do you think that a start-up company can really grow into something with a help of a PR company, or it is usually companies with already established and less or more stable business are the ones who get the most preference?

Heather Gartman: I believe that the earlier you can consult a professional the better. You do not need to use a marketing firm but their are many sole practitioners who do very good work who will consult with you for a few hours along the way. It is much easier to start out correctly, communicating the messages you want to communicate, rather than correcting mistakes and misperceptions after the fact. I do believe a PR professional can help you grow your business right from the beginning, but you must first have a good product or service and good customer service!

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NYC: How can a small company increase customer awareness and deliver its message? How can a company clarify its message?

Heather Gartman: The most important first step in delivering your messages is to step back and create what we call a message matrix. This is a grid where you plot your target audiences and what are the messages and proof points you are trying to communicate.

Distribute to everyone that touches your customers! If you have not done that then you may risk miscommunication with your audiences. In order to clarify messages, depending on the product or service, you can try a letter to your customers either via mail or e-mail or an ad. It is easier to start off correctly than to clarify perceptions later.

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Austin, Texas: How does a small business get local media attention when all the business headlines are filled with heavy hitters like Dell and AMD?

Heather Gartman: Go to smaller publications where large organizations will not spend their time. Once you have gotten attention there, it will be easier to get the attention of larger media outlets. Also do not forget online pubs and radio, where their need for content is 24/7.

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Austin, Texas: How do I position my business leaders as experts in their field?

Heather Gartman: Offer them as experts for the media on timely issues. Also, try to secure speaking opportunities at key venues. You must be persistent as this can take time!

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McLean, Va.: What's the best way a small business can network? Thanks.

Heather Gartman: You should join professional associations of your peers as well as organizations your potential customers belong to. Also consider your local Chamber of Commerce or other business organization.

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Washington, D.C.: Heather, a time management question. When you're just starting out (a one-person shop) how should you divide time between prospecting for new business, administrative work and actual client service? Is there a "rule of thumb"? It's easy to get caught up in one or the other...

Heather Gartman: I cannot make a recommendation of what your time allocation should be but I recommend that your client service be a top priority as current customers are your best source of referrals.

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Woodbridge, Va.: I've just started a home-based business selling retail products from the Internet. What will be the basic or the best way to advertise my web site?

Heather Gartman: The best way to get customers to your web site is to register with all the search engines and spend some money doing "search engine optimization." Also, you may also consider sending out a post card or e-mail to a qualified targeted list of prospects for your product. Good luck!

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Woodbine, Md.: Hello. I'm putting together by business plan for my start-up and would like your input as to what percentage of my annual operating budget should be spent on public relations and marketing. It will be my goal to initially utilize as many "free" opportunities as possible, but, for budgetary purposes, your thoughts are appreciated. Also, what would you recommend the line items to be under PR and also under marketing? Thanks!

Heather Gartman: You probably could start off with as little as 10 percent of your budget.

I am not sure what "free" opportunities you are talking about, but be careful since many "free" opportunities may take up an abundant amount of your time which does cost you something!

I would have one line item and allocate what ever pot of money you have to "marketing" which could include media relations, direct mail, online marketing, your web site, and advertising, depending upon what your needs are at the present time.

Once your business is more mature, and you have figured out what marketing tactics work you can segment out your budget. On the flip side, if you are looking to raise funds, the more detailed plan you have the better. Good luck!

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Washington, D.C.: What is the best way to market and advertise your companies services to the government? I am in the process of starting an IT consulting business and would appreciate any advice. Thanks, John.

Heather Gartman: I would start by beginning the application process to be on a Government Services Administration schedule. This is a pre-negotiated contract between your company and the government. I would also choose some very targeted publications to do some advertising and some media relations in such as Government Computer News and Federal Computer Week. Also, leverage your government contacts to see if there are any smaller contracts available that are non-competitive. Be sure to get certified for any designations you can get, such as minority- or women-owned.

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Arlington, Va. : Heather,

Thanks for taking our questions.

I have to prepare an executive for his first (local) television interview -- she is speaking as an industry expert. Could you share a checklist I could give her and work with her on to make sure she gets the most bang for her time onscreen, as well as for presentation, appearance, etc.?

Heather Gartman: I would tell you that the most important thing you can do for her is prepare a list of key points you want to communicate and practice with her. Three key points may be plenty depending on the length of the segment. If you can get a list of questions in advance, even better. Make sure she is up on ALL key issues going on in the industry and prepare sound bites for those.

Also, work on "bridging" from a question asked to a point she wants to make.

In terms of appearance, simpler is better. No loud patterns or prints. You may want to consider a taped run through with a professional media trainer. Good luck!

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Trenton, Ohio: Heather, How do companies that just started get free publicity? Thanks.

Heather Gartman: I would leverage the "just started" novelty and depending on the product contact your local media. Free publicity is not easy and may not be worth your time. Word of mouth from satisfied customers is the BEST form of free publicity!

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Nassau County, N.Y.: Hello, Heather. I recently bought into a business opportunity, as a dealer, to sell products that can help companies reduce their electricity bills. This is not a franchise. I am in the early planning stages and hope to start in early 2006. Marketing is crucial to the success of this business. What advice can you offer?

Heather Gartman: Your business has a defined target audience: the person at the company who is responsible for the electricity bill. In larger companies that is the energy manager, in smaller companies it may be the owner or treasurer/CFO. Try to buy a list of these contacts and create a direct mail package for these decision makers.

The mailing should have persuasive points in it such as "cut your energy bills by as much as..." This may be a great winter to do this as energy prices are predicted to be high. Be sure to follow up with a phone call. You may also want to do talks at local business groups.

Another idea is to approach the local utility to provide your service as a value add or create some kind of partnership with them. I actually have a lot of experience in the area of energy efficiency and it can be a hard sell. You must market on the basis of cost savings and not environmental benefits. Good luck!

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Overland Park, Kan.: What is the best way to approach local newspapers to offer them your expertise for future articles?

Heather Gartman: Be sure to research the appropriate person at the newspaper. Once you are sure you have the right contact send them an e-mail on a timely topic or some story ideas. You should also follow up by phone. It is even better if you can find out in advance what this reporters preferred way of communicating is.

Depending on what type of company you are representing, you should consider sending the reporter some sample products and or past articles on yourself with an introductory cover note. Some reporters would even consider a get-to-know-you lunch.

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Washington, D.C. : Heather, Can you discuss the pros and cons of email newsletters -- not as a sales mechanism but a client contact/touch mechanism? Any advice for the best way to create them so as not to be seen as spam or intrusive?

Heather Gartman: My first piece of advice is get your current customers to opt-in. I like them as a means to develop a relationship with current and prospective customers as long as they are more educational and less about the sale. In fact, if you can get third party experts talking about your product/service and industry that would be great also.

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Largo, Md.: Hi, I am interested in opening a boutique/specialty women's apparel and accessories shop. I am looking into leasing space (as is) in the D.C. area. My concern is that I will have to put a considerable amount of work into getting it ready, and with the raising cost of property taxes will it be worth it. I also am concerned with the possibility of the landlord being pressured to sell because of the development surrounding this property. It is a great location. What are my options?

Heather Gartman: I am not a real estate expert but my advice would be to work for a small retail business and learn the ins and outs of the business before you start your own.

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Beaufort, S.C.: Could you tell me what would be involved in putting together a radio ad in a certain area, ie Southern states? This would be for a service and I was thinking in terms of a voice that would sound familiar and forceful, such as Lee Marvin or John Wayne, that would challenge the business owner to try the service. What kind of costs would I be looking at on a talk radio station during commute hours? Jim Quinn

Heather Gartman: There are firms that just do radio advertising. I would contact them and talk with them about costs. They will not and should not charge you anything for an initial consultation.

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VA: What is the best way to advertise for a service? Thanks.

Heather Gartman: The best way is to choose your advertising venues carefully and make sure they have the target audience you are going after.

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McLean, Va.: How can a small company with not a lot of money market its services?

Heather Gartman: I recommend online, limited direct mail and some local newspaper advertising. You may also want to consider approaching your local newspapers for coverage.

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Heather Gartman: Okay everyone, it looks like we are out of time. You all had some great questions. The common theme was how can I get publicity cheaply or free? This is very hard in our cluttered world! It does depend on your target audience. For the general public use the web and local media outlets. Also consider networking and using word of mouth.

Please do not be too cheap to spend some time in advance to plan out your messages and marketing channels for each target audience. This will save you time and heartache later. Remember, the best publicity comes from a satisfied customer, so do not sacrifice your current customers for new ones! Good luck to everyone, Heather.

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