Posts Tagged ‘marketing’

How to Write a Press Release

Posted on: March 26th, 2009 by girlscantell No Comments

A press release is a statement prepared for distribution to the media and a great (and inexpensive!) means of promoting an event. Press releases are a tried and true method of getting the word out about what you’re doing, and best of all, they’re basically free. Basically, you want to create a mini news story that demonstrates the newsworthiness of an event or group to editors and journalists. Remember these few really important points below when creating a press release.

The Beginning

  • Choose your goal publications. Who do you want reading this story? Brainstorm all the places – weekly newspapers, blogs, local magazines, etc. that people in your target demographic visit. Narrow the list down to the six or eight that you think get the broadest visibility for your event.
  • Identify Contacts. Many blogs,  weekly papers, magazines, or news websites have information somewhere on who to send your press release to – check “Contact Us” or “Press” links. You probably want to find the lead arts and entertainment journalist for the publication with information on crafting news. Sending your press release to the right person at an organization will save you lots of headaches. Never spam a contact – no one likes an inbox crammed full of duplicate information.

The Middle

  • Follow the standard formatting of a press release closely. Google “sample press releases” for formatting. Blog editors and journalists receive dozens of press releases each day, so they have set standards and expectations that you must conform to have your release read, let alone published. Make it easy for them to print your story.
  • Think and write like a reporter! What makes your story different and special?  Your goal is to do make your press release so interesting and well written that the journalist will want to publish your story “as is.” People in this field are looking for a story that will satisfy editors and readers, not just promoting you.
  • Write in the third person. This is a no-brainer, right?
  • The lead paragraph should include the who, what, when, where and whys of the article. When promoting a specific event, include dates, locations and other relevant details on your materials, including whether or not there’s an entry fee, or if people should RSVP.
  • Establish the details, then include a quote or statistic if possible to ground your piece, and relevant links. Establish your event as a real happening. Why is this newsworthy, as opposed to simply being an advertisement for your event?
  • Include at least one fantastic image. The press release itself should adhere to standard formatting guidelines,additional promotional materials can really help the story shine. Determine what the newspaper/magazine/blog’s requirements are for image size and resolution, and Send an appropriate image. Use only beautiful photos. Don’t overwhelm the reporter with glitter and fluff, just include strong images that support your release.
  • Proofread, proofread, proofread! Give your press release to people you know who are harsh critics and good writers. Don’t send out something with obvious typos or spelling errors.

Follow Up

At your event, try to ask attendees how they heard about the show. If it’s an online event, follow up via email with buyers to inquire about how they found your work. Use this information to determine what the most effective means of promoting was. Be sure to capture strong, clear photographs of the event with a wrap-up report to blogs, papers or other places the press release was published, summarizing the success of the project, and giving dates of future similar events you may be planning.

While they may seem like a bit of work, once you get the hang of successful press release writing, they’re an invaluable tool for promoting your work and events. Next to word of mouth, press releases are the best and least expensive methods of promoting you have at your disposal. Make the most of them!

Taking Craft Shows to the Next Level

Posted on: March 1st, 2009 by girlscantell 3 Comments
Photo Credit Orinro Bertjohn

Photo Credit Orinro Bertjohn

Who doesn’t love a great craft show? You get to meet super awesome local artists, see and feel all the amazing handmade goodies you swoon over and bask in your wonderful handmade community. Shows are also really great opportunities to market what you make, and we don’t just mean by selling your wares at the show. If you’ve already got your booth set-up all figured out and  you came up with a comprehensive checklist of things you don’t want to forget ages ago, here are some tips for taking shows to the next level. Below are just a sampling of way to use shows as a tool for developing a loyal customer base:

  • Your current business cards aren’t good enough.
    Do your business cards stand apart from the giant stack of cards shoppers are pick up at every handmade event they attend? Make your cards something that shoppers will actually refer back to by making them useful or memorable.  Consider including an incentive on the card, such as free shipping if they include the name of the craft show in their order or a small discount on multiple items ordered within a period of time. Mention this incentive as a way to give away your cards and start conversation with shoppers (“I also have that in blue on my website. Here’s a card for free shipping if you go check it out.”)
    Don’t forget to include product images on your cards. After a long day of browsing all types of merchandise, your clever business name might have slipped that customer’s mind without a visual clue.
  • Gather a mailing list!
    Permissions based marketing (which is when someone gives you their email address or other information, along with permission to contact them with special offers) is the best way to contact people you know are interested in what you are selling. It’s information sent directly to your target market, so it’s efficient and a good use of your limited marketing time. Craft shows are far and away the best place to meet real people who have an interest in what you’re making and selling. Put out a piece of paper, start it off with a few email addresses up top so people won’t be shy about adding their own, and ask people to sign up. Be sure to follow up, sending out an email blast with links and beautiful images not too long after the event to jog people’s memory about the good stuff you have to offer.
  • Self publish your web presence!
    You work hard all year developing your ever important web presence. Make use of some of this web-cred at in person shows by taking advantage of great self publishing services to make some of this information available to people standing in front of you. Print out good, clear copies of your most popular items’ online photos and descriptions. If you’re feeling ambitious, have a small booklet printed up (try a service like Blurb.com, for example, for great professional results with little effort). This will give people something to browse at your booth, and give them great details that people often don’t think to ask at a show, such as washing instructions, tips on care, material content, etc. It’s also a great way to familiarize them what you’re all about. This makes it likely they’ll go visit your work when they’re online.
  • Open your mouth!
    When you have a shopper interested in your work, don’t be afraid to mention that if they go to your website, they can find a better selection options, like colors, sizes or patterns.  Mention that you accept many forms of payment online, and your turnaround time for getting orders shipped. Basically, you want them to know that even if they don’t purchase today, they can still find all your stuff on the internet.
  • Promote your friends!
    If you have crafty friends (and we all do), agree to cross promote one another. Promoting yourself isn’t easy for most people, but we all have sweet things to say about our talented friends. Try having some of the other vendors you know at the show wear a piece of your fabulous work – when shoppers compliment the item, your friend can tell them that you’re selling similar pieces at your table.

Most importantly, have a good time. A relaxed, easy to chat with vendor is more likely to make sales. In-person shows are the best way of getting feedback on your work, and nothing’s more fun than watching someone fall in love with something you’ve made right before your eyes. Don’t forget to support the community and do a little shopping and appreciating of handmade goodies yourself!