Become the News During the Summer Months

Now's your chance. While the public relations professionals are off enjoying their hard-earned vacations during the next month or two, media are left scrambling for much needed copy and story ideas. Give them what they're looking for!

In July and August reporters are more accessible and open to lighter business stories, trend pieces, technology news, back-to-school and education themes, travel features and creative, fun releases related to entertainment. In September, the public relations and agency reps will be back at work making it more difficult to capture the attention of a busy editor, so make hay while the pros are away!

One way to capture the attention of editors and reporters, and ultimately customers and prospects that read or hear about your news through the media, is to tie into current events. Think about the upcoming Tour de France. Running from Saturday July 5 to Sunday July 27, 2008, the 95th Tour de France will cover a total distance of 3,500 kilometers including flat stages, mountain stages and individual time-trial stages.

During the 23-day event cyclists from around the world will compete for the top spot. Whatever the outcome, you can tie into this news. Plan your strategy now. A few ideas:

1. An ear, nose and throat physician can easily tie into the Tour and share his/her expertise related to the facial injuries bikers typically suffer when they go head over heels over their handlebars. Newspapers and web sites love these stories. So do prospects searching for a specialist and current patients who hear about their doctor in the news. And they’ll remember that story long after the Tour de France cyclists complete their 21-stage odyssey.

2. Bike stores can tie into the tour with special “Tour de France” promotions, discounts and contests. People love contests. So do the media. They’re fun, and they’re one of the best ways to get publicity without spending money on paid advertising. Brainstorm every possible angle, then run with it throughout the summer as you highlight contestants and winners.

3. Bed & breakfast inns and hotels can tie into the Tour with special rates and organized rides for bicyclists. Develop a news release that focuses on recreation, tourism and low-cost, self-propelled excursions while also featuring an individual, couple or family enjoying some R&R. Readers love to see themselves in others who are having fun and experiencing success.

4. Wine shops can tie into the event by featuring special Tour de France wine and cheese gatherings with a discount on French wines. A special basket filled with wine, cheese, appetizer, croissant and tablecloth could provide the essentials for the perfect picnic.

5. Children’s toy stores can tie into the Tour de France by offering special promotions on helmets and bikes. Imagine photos of kids in their new helmets or at a kids’ bicycle safety event. It may be just the ticket needed to fill a hole in an area newspaper or a 30-second spot on the evening news. Any published news or photos could also be displayed throughout the store.

6. Organizations working on a fundraising campaign or event can tie into the Tour by telling donors or registrants that a percentage of each donation/registration will be sent to the Lance Armstrong Foundation. Everyone wants to support a good cause, and the Lance Armstrong Foundation has done an exceptional job in funding education and research in the fight against cancer.

7. Restaurants can offer Tour discounts on pasta, pancakes or other carbo items being devoured by Tour de France cyclists.

You get the picture. Think current events, establish a hook, and create targeted, benefit-rich releases to tout your new product, event, special promotion or cause. Bring your news to life with explanations, anecdotes and quotes that delight both media and prospects, and include the practical facts such as prices, times, web URLs, and phone numbers that enable media and prospects to contact you to learn more or to place an order. Add a headline that piques interest yet makes the gist of your story clear so that media gatekeepers pay attention.

Once written, leverage your news. Brainstorm ways to get each story into the hands of customers and prospects. Post news to your website the same day it is distributed offline. Send an email blast to your list. Frame and display the published story in your lobby.

Summer truly is the time to work with the plethora of burgeoning media hungry for news. Those who devote time, energy and imagination will garner plenty of publicity that translates into brand awareness and increased sales on a shoestring budget.

© 2008 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE or BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires™ Holly George and Leslie Hamp are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

Small Business Owners Can Learn a Thing or Two From Tiger Woods

Everyone watching the U.S. Open last week knew Tiger Woods was hurting. It was obvious that his double stress fracture and torn ligament were a source of excruciating pain. But he played on, marched over 21 miles and won the title during a sudden death match against Rocco Mediate. What can business owners learn from this amazing athlete? Plenty.

1. Keep your eye on the prize – It takes fortitude and focus and concentration to attain any goal, and it isn’t always easy or fun. Tiger proved once again the importance of keeping your eye on the prize. Maintain the same focus in your business.

2. Have a game plan – While Tiger Woods makes it look effortless, he never steps onto the course without a game plan. Do the same with your business. Plan ahead. Study the competition. Know your strengths and weaknesses. Take action to fulfill your dream.

3. Never give up – Tiger could have easily given up, in fact had every excuse to throw it in. But his incredible vision and determination kept him in the game. To succeed in business requires the same vision and determination. Never ever give up.

Want help developing your game plan?
Email info@boostyourbottomline.com today and share your vision, dream and challenge.

© 2008 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE or BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires™ Holly George and Leslie Hamp are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

Gas-Leary Consumers Turn to Megabus

As soaring fuel prices cut into consumer pocketbooks and deter travelers from driving and flying, many are turning to Megabus, the discount US coach operator that serves 17 Midwest cities. The offshoot of a low-cost British bus operation, Megabus offers four departures daily from Minneapolis to Chicago, Milwaukee and Madison. It added a base in Los Angeles, which serves six cities, and recently added service from New York to seven destinations, including Boston and Toronto. Megabus focused on a niche and are now in a position to escalate service and sales. Revenues are expected to almost double during the next year to $13 million.

Want to develop a solid niche that brings in enough to pay soaring gas prices and the lifestyle you dream of? We can help. Dash us an email at info@boostyourbottomline.com and share your challenge.

© 2008 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE or BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires™ Holly George and Leslie Hamp are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

Will JetBlue Win More Air Travelers?

Competitive fares, award-winning service and complimentary onboard amenities...those who have taken a flight recently know these are hard to come by. JetBlue Airways is out to change that. JetBlue's new "Happy Jetting" brand campaign, developed in partnership with JWT New York, will focus on the airline's strategy of delivering a "true value" experience for every customer, including competitive fares, award-winning service and complimentary onboard amenities, such as free DIRECTV® and XM Satellite Radio®, unlimited snacks and spacious leather seats. If they're successful JetBlue will set itself apart as the airline that delivers true value for money. Great branding. Maybe they'll even pull some reluctant travelers to the gates.

Want to know how to develop a brand campaign that stands out from the crowd? We can help. Dash us an email at info@boostyourbottomline.com and share your challenge.

© 2008 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE or BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires™ Holly George and Leslie Hamp are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com

Realtors Bump Up Advertising Campaigns to Sell, Sell, Sell

As housing prices continue to fall, real estate agencies are launching a marketing onslaught to try to entice weary buyers to sign on the dotted line. National franchisers RE/Max, Coldwell Banker and Century 21 have mounted new TV ads, local messages and web marketing. At RE/Max, four television ads focus on buyers with the message that it's a buyers' market. Two others aim at people in the unfortunate position of sellers, with the message that RE/Max agents "get the job done." At Coldwell Banker, a TV ad portrays a voiceover banter between the late founders, Colbert Coldwell and Benjamin Banker. The ad closes with a pitch for Coldwell Banker's online and on-the-street services for buyers and sellers: "The online tools you want. The experienced agents you need." Century 21 is mounting similar campaigns showing a family moving to a new home. Will declining interest rates and increasing exposure do the trick? We'll be watching all summer long to see how it shifts.

Do you need a new campaign to boost a slumping business? We can help. Dash us an email at info@boostyourbottomline.com and share your challenge.

© 2008 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE or BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires™ Holly George and Leslie Hamp are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com