Publicity Tips/Promote in a Sluggish Industry March 13, 2007

The Publicity Hound's
Tips of the Week Issue
#337 - March 13, 2007
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.publicityhound.com/

http://www.publicityhound.net/ (Blog)
The Publicity Hound®

Circulation: 29,536

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"Tips, Tricks and Tools for Free Publicity"

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In This Issue
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1. Promote in a Sluggish Industry

2. Tampons for Homeless Shelters

3. Capture Email Addresses

4. Media Leads

5. How to Promote a Great Dane Rescue

6. Help This Hound

7. Hound Quote of the Week

8. And at My Blog...


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1. Promote in a Sluggish Industry
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What do you do if you're in charge of PR for a company in a sluggish industry?

That's the dilemma Kleber & Associates faced recently when the marketing and communications company promoted its client, KOMA Trim Products, a leading manufacturer of wood alternative trim.

The trim, made of PVC, is typically used around windows and corners of buildings. It's superior to wood and more expensive because it resists moisture and insect damage, making it ideal for the home construction industry.

But that industry is limping along. So Kleber suggested looking instead at an industry that's red hot. In this case, home remodeling.

KOMA targeted high-end home remodelers and issued a challenge: How can you take a flat piece of PVC trim and reinvent it?

Enter Peter Luciani who took the challenge far beyond what KOMA could have ever dreamed possible.

"He glued boards and started turning them into ballisters,"president Steve Kleber said. "He carved them into corbels, an architectural bracket used to support a cornice, arch or hold up a shelf. He used them to create cupolas and outdoor furniture."

For his efforts, KOMA anointed Peter "Building Professional of the Year" and brought him to their booth at the International Builders Show in Orlando in February. There, he gave media interviews, answered questions from those who visited the booth and discussed new interior uses for KOMA products.

"He taught the manufacturer applications that the manufacturer didn't understand were important in the marketplace," Steve said."Now, they're generating new ideas."

The trade publications loved the story. Peter was suddenly a star. KOMA's booth created a buzz at the show. And Kleber & Associates found a clever way to promote a high-end product in a sluggish industry by issuing a challenge to a new target audience.

Can those of you in sluggish industries take this same idea--targeting a new audience and sponsoring a contest--and make it work?

If so, it can generate great publicity for you, and really draw a crowd to your booth at the next trade show.


"Trade Show PR: How to Rise Above the Noise Level" gives you dozens of tips for really making the most of trade shows. Dan Janal shows you how to form relationships with media people who will cover the show, then stay in touch with them long after the show is over. The interview I conducted with him is available as a CD. Read more about what you'll learn at http://tinyurl.com/5gr5q


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2. Tampons for Homeless Shelters
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Guys, you can proceed to Item #3. This one is for women only.

Thanks to Publicity Hound Ina Steiner, editor of AuctionBytes.com, for pointing out a clever promotion sponsoredby Seventh Generation, a leading brand of non-toxic household products.

It recently sponsored a campaign to supply women's homeless shelters with environmentally friendly tampons.

The company sent a package of organic cotton tampons or chlorine-free pads to a women's homeless shelter if someone made a virtualal donation at its website at http://www.tampontification.com/donate.php

To donate, all you had to do was use a drop-down box to designate where you live. Then click on a golden heart and drag it into the shelter. No money changed hands. It was that easy.

The campaign was so successful that Seventh Generation put it on hold as of yesterday.

Ina says:

"Someone told me about this. It's a great marketing strategy. Now I know about a product and company I had never heard of before, and it was something I never would have clicked on without the charity aspect. I thought you would find it interesting."

The Publicity Hound is equally fascinated with the company's request at http://www.tampontification.com/index.php for women to submit their favorite euphemisms for menstruation, and the dozens of responses. (If you're easily offended, don't read the list.)

I don't know how much publicity the euphemisms have gotten in women's magazines. But if I were an editor. I'd do something with this. A Top 10 list, maybe?


Those Top 10 lists are called briefs. If you aren't sending briefs to your targeted media contacts, you're missing a valuable publicity tool. "Briefs, Fillers & Quizzes: How to Write Them and Why Editors Love Them" explains the nine types of briefs and gives you great suggestions on how to use them to get into big national magazines and other media. It's available as a CD or an electronic transcript that you can download and be reading as soon as your order is approved.

Read more about what you'll learn at http://tinyurl.com/d74h7


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3. Capture Email Addresses
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If you're letting visitors come to your website, look around, then leave without asking them for their email addresses, shame on you.

That's like a bricks-and-mortar storekeeper letting customers walk into the store without asking, "May I help you?"

Besides, some of those visitors might be journalists doing research for an article. So you could be missing the chance to bring them into your circle, then communicate with them regularly.

At my website, I ask visitors for their email address as soon as they arrive. A box that bounces down from the top of the screen tells them they can sign up for this newsletter. So far, almost 30,000 people subscribe.

I also have an email tutorial called "89 Ways to Write Powerful Press Releases." Anyone can opt into the course at http://www.PublicityHound.com/pressreleasetips/art.htm So far, more than 5,400 Publicity Hounds have signed up, and they get one lesson each day for 89 days in a row. Many of them have bought products I promote within the course.

Last year, Perry Marshall, one of my coaches, opened my eyes to the dozens of other ways you can capture email addresses. He gave me permission to include them in "Special Report #51: 55 Free Things You Can Offer to Generate Publicity or Capture Email Addresses."

They include things like a free return-on-investment calculator, case study, checklist, industry survey, pocket guide, webinar and White Paper. You can even let people test drive a service you're offering so they can decide if they want to buy it.

There's something for everybody in the report, which also includes examples of how other Publicity Hounds use many of the freebies. Only $10. It's the last special report listed at http://tinyurl.com/6uz9g


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4. Media Leads
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--YachtBuddy.com, based in Antigua, is looking for news about sailing events, boat shows, yacht launches and speedboat trials.Yacht brokerage news is welcome. "We would like yacht and marine product reviews and articles too. If it would fit in a yacht magazine it would be suitable. Photos are encouraged." Go to http://www.yachtbuddy.com/WordPress/ and on the left side click "Register." Register with your email address and receive a confirmation link. Once you have registered, go back to the same website and log in. You will reach a page with a dark blue header. On the left side you will see "Write Post." Type your information into the box. Or email your news to mailto:ant@yachtbuddy.com

--Brianna Grant is self-publishing an inspirational picture book for young girls called "We Are Girls Who Love to Run." It encourages healthy habits and promotes running. She is writing the foreword to the book and wants to contact a well-known woman runner who is willing to write a positive, encouraging message for readers. She needs to contact them by the end of next month.The bilingual book will be available in English and Spanish. Email ideas to her at mailto:briannakerri@hotmail.com

--Marie Y. Lemelle, a columnist for Save the Date magazine in southern California, is seeking interesting products to feature for its "Lifestyle Section." The April issue will focus on men, women and graduates. The products can include fashion, health, beauty, hi-tech gadgets, jewelry, books, etc. The quarterly publication includes a master calendar, editorials, information on conferences, special events, festivals, political functions, business affairs, entertainment, city projects, social gatherings, non-profit endeavors and lifestyle management. It is distributed in Greater Los Angeles, Inland Empire, and Orange Co. Email your pitch to mailto:platinumstarpr@aol.com and include a high-resolution photo. If she’s interested, she’ll request samples and full product description.


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5. How to Promote a Great Dane Rescue
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This week, 13 Publicity Hounds have ideas for Joan Schramm of Annapolis, Maryland. She volunteers for the Mid-Atlantic Great Dane Rescue League and wants tips for publicizing the group's events, including its annual Parade of Paws and a Bull Roast.


From Rhiannon Hendrickson:

"Each Christmas, a local radio station works with the area animal rescue to do '12 Strays of Christmas.' Each day, for 12 days, a rep from the organization brings a different dog that is in need of the home into the studio. The DJs spend several segments talking about how cute the dog is and asking the rep questions about the organization. Photos of each stray are posted on the radio’s website as well as updates (whether the dogs have been adopted or if they still need a home). This gives the organization lots of exposure. Perhaps this is something you could do around the holidays, or tailor it to do anytime of the year."


From Margaret Vos:

"Since you are so close to D.C., why not get the Embassy of Denmark involved? Contact their public affairs director with your ideas and get the support of another type of great Dane."


From Danielle Hamilton:

"For your upcoming Bull Roast and Silent Auction, invite your media members and local celebrities personally. Or better yet, invite THEIR pets to attend. Address an invitation to Scruffy c/o Mayor Jones and ask Scruffy to bring their family members. Rarely do pets get mail of their own, so your invitation will stand out.Your board members and other local society members will know these details about people’s pets."


The Publicity Hound says: Don't forget to post news items to the Baltimore Craigslist. The community category includes a sub-category for pets. See "How to Use Craigslist as a Global Publicity Tool" at http://tinyurl.com/geog2


Read all the responses at http://tinyurl.com/2sr9wm


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6. Help This Hound
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Dave Butcher of Vincent, Ohio writes:

"My wife and I have a music ministry. Our program includes my testimonies and recitations interspersed with Carolyn's songs using soundtracks. Our Spiritual Road website is at http://spiritualroad.com/

"Carolyn has had several songs on radio Top 50 charts, and has appeared on several local and national TV programs. We have both won awards, and nearly every place we've appeared has asked us back. Despite all this, we could use some help promoting our music ministry to churches, fairs, and faith events both regionally and nationally. We need low-or no-cost ideas.

"Trade shows for fairs and festivals in our region, near Parkersburg, WV and Marietta, OH, have been a waste of time and money, and cold-calling churches hasn't worked.

"Can your Hounds come through with ideas to help us?"


The Publicity Hound says: You bet they can. Hounds, let's give Dave lots of great ideas for promoting their programs. You can comment at my blog at http://tinyurl.com/286zxm

Last year, I interviewed Bob Baker, an expert on how musicians can generate free publicity. I was amazed at all the ways musicians are using social networking sites and other websites to spread the word. Our interview is called "Do-it-yourself PR Tips for Songwriters, Musicians & Bands on a Budget." It's availableas a CD or an electronic transcript that you can be reading as soon as your order is approved.

Read more about what you'll learn at http://tinyurl.com/mqsug


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7. Hound Joke of the Week
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Thanks to Publicity Hound Jeff Haebig for this one:

Phil goes to Europe and leaves his favorite dog with his brother James.

While in Europe, Phil calls James to check on his dog and asks:"So, James, how's my favorite dog doing??" And James very tersely says, "Your dog is dead."

"What?" says Phil, "You can't just tell someone his favorite dog is dead without a warning. You have to ease him into it."

"How?" asks James.

"Well, the first day I call, tell me my dog is on the roof," Phil said. "Tell me the dog is going to be fine and not to worry. The next day, when I call to ask about my dog, tell me that you were about to get her down, when she jumped off of the roof and broke her leg. Tell me the doctors say the dog will be OK, but it will have to stay at the vet's for a while. Are you getting all of this?"

"Yes," says James.

"Good," Phil says. "Then the next day, when I call back, tell me that there was severe internal bleeding that the vet didn't pick up, and that my favorite dog died at 2 this morning. That way it won't be such a shock to me. Got it?"

"Yes."

"Good. So how's Grandma doing?" asks Phil.

"Well," James replies, "She's on the roof...."


DOG JOKES & QUOTES EBOOK: 170+ G-rated dog jokes and quotes, perfect for a dog-lover, your favorite vet, or just for a few good laughs.

BONUS: Buy the ebook and you also get a compilation of the 50 best websites for dog humor.

http://www.publicityhound.com/dogjokebook/


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8. And at My Blog...
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Green dogs on St. Patrick's Day
http://tinyurl.com/2s4wou


Social networking sites: The 30 most useful
http://tinyurl.com/2bqtyj


Online publicity tip: How to become a guest blogger
http://tinyurl.com/2emnde


Unusual product package is worth publicizing
http://tinyurl.com/226zo4


Small newspapers prospering, so contact them now
http://tinyurl.com/yvxwea


Book marketing: Pitch high-traffic niched websites
http://tinyurl.com/27m3z4

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Where to Meet or Hear The Publicity Hound®

March 17, 2007: Pittsburgh, Pennsylvania

"Savvy Media Relations: How to Get Free Print, Broadcast and Online Publicity." 8 a.m. to noon. Register at http://www.nsapittsburgh.com/


April 27, 2007: Webinar

Women Business Owners Virtual Growth Summit Webinar. I'm presenting a session at 1 PM Eastern Time on how to become an expert in your topic, then generate online and offline publicity. Register at http://www.businesswomensgrowthsummit.com/


May 12, 2007: Fort Lauderdale, Florida

Florida Speakers Association: "The New Rules of Press Releases: How to Write Them for Consumers, Not Only for Journalists." 9a.m. to noon. "Sleeping with the Competition: How to Collaborate with Other Speakers to Create Profitable Products." 2 to 4 p.m. For more information, call 561-630-7766 or visit http://www.florida-speakers.org/


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Joan Stewart
a.k.a. The Publicity Hound®
3434 County KK
Port Washington, WI 53074
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Phone: 262-284-7451 (Central)
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