Building Your Image

A well-devised press release may sometimes be far more effective than an advertisement, and can sometimes attract a lot more attention – at far less cost.

Even letters to the editor can be a subtle way of promoting your business to your existing and potential customers.

The major drawback to this form of promotion is that you cannot control when or whether the story will be printed. Advertising is more expensive, but at least you control when it will be printed.  Here's how you do it ....

It pays to establish a contact – a reporter or journalist – within the local media, and nurture this contact.

Another form of promotion is the sales exhibition. Such events are infrequent and sometimes demand a lot of preparation. However, they can be quite successful for some industries.

Part of the art of any successful promotion lies in the skill of being able to create a good "image". Statistics show that most people prefer to shop in an outlet that has presentation and image. Usually, the higher costs associated with maintaining a good image can be more than compensated for by the increased turnover generated from the increase in customers.

The image you establish is a picture in the mind of the potential customer and it is created mainly in terms of the associated prestige, and your customers' visual impressions. 

Sometimes, image can be generated simply by using good design on your letterhead or sales literature, the aesthetic appeal of your products and packaging, the layout of your showroom, and the appearance and mannerisms of your staff.

Recently, two local firms recently sought my help and assistance, both wishing to improve their image (and their business).

1.A local, small family business approached me to help redesign its main products and to develop a house style for letterheads and packaging. For a very modest cost the proprietors obtained advice that has since helped to double their sales.

2.A small firm of road hauliers and couriers now makes a habit of cleaning its vehicles at least once a day. The firm has grown in size and reputation because its presentation helped to convey a true image of the quality of its service.