You have to have a press kit that you can use whenever you are addressing reporters about your company. By having a press kit you have all of the pertinent information at hand and you do not have to try and write a new company biography each time you get an opportunity to meet with reporters and media correspondence.

The first thing that you want to include in your press kit is the details of the company background. These details should include when the company began and exactly what the company does. If they produce an item or service an item this needs to be mentioned. You want all the information about the company to be included so that the press receives a good idea of who your company is and what they are all about, but keep it as short as possible. Between two and four paragraphs should be long enough to make a brief introduction to the company.

If you sell a product, or produce a product at your company then you need a fact sheet about the product. This fact sheet should tell the details of the product. It should include what it is, and what it does, and the sizes you can buy it in. If there are options like color choices this should be included on your fact sheet. The price that people can expect to pay for the item and where to buy the item is also necessary information to have on the fact sheet.

A picture sheet that shows visual images of the product in still shots will be beneficial to getting the image and description of the fact sheet through to the press and the audience. Make the pictures clearly show the item and take pictures from different angles to show different aspects of the product.

Information on the founder of the company is often very useful so it should be included in your press kit. People like to know who started a company and why they did so. People like to do business with people they can relate to and it is easier for the press to cover your company if they know who founded, and a little bit about that person. You do not have to do a full biography, but you need to touch on the highlights of their life and career.

If you are just now announcing a new product include the press release for this item in the press kit you are designing. This will allow the media to cover your company and to announce your new product at the same time.

When you go to tradeshows and things like this you can hand these press kits out to anyone interested in your booth. You can send all members of the media a copy of the press kit so they can understand about your company. This may cause them to do an immediate story covering you, or it may simply give them something to use at a later date.

The post Tips on Putting Together a Press Kit appeared first on Localista Media.

If you want to get the news about your company and your products covered by a reporter then you are going to have to do some work. Just sending an email to these professionals and expecting them to call back is ludicrous. You are going to need to send emails about what you want covered, and make phone calls to see if they have received the emails, and be persistent.

Persistent does not mean pesky, there is a difference. Follow up on your emails that you send, but do not stalk the reporter, or email them several times a day trying to drown them in your idea. You want to plant the seed that is your idea and then carefully nurture that seed so that it will germinate and sprout above the soil. This will take gentle reminders and carefully worded messages.

You will have a better chance of getting a reporter to cover your story if the person you choose to send the information to has shown a past interest in similar companies or products. Watch the local programming and pay attention to the types of stories the different reporters cover the most. You will start to see a pattern and when you see the pattern you will be able to determine which reporter is more likely to show an interest in the idea you have.

When you write your pitch make sure that you have determined who the target audience will be so you can inform the reporter. You can tell them “stay at home moms that watch your afternoon programming will be the most likely to show an interest in this”. That lets the reporter know you have done your homework and gives them some idea as to what to do with your story.

When you are pitching a new company, or an event, that your company is sponsoring then these ideas fit into the human interest categories of news programming. Many news stations will do live segments on their main news programs to cover stories of human interest for the community. Some stations even have community bulletin board programming to showcase local events.

If you can take some part of your story that you want the reporter to cover and tie it into a holiday that is soon to come you will stand a better chance of getting the reporter to listen to your pitch. At holiday times they are always looking for stories that will be different from the ones that their competitors will be airing.

Watch what is trending and use the trends to pitch your company and its products. These means try and determine what people are starting to buy more of or use more often, and find a way to tie your product into the latest trend. Going green is a trend, and so is wearing certain styles of clothing. The way we cook and the foods we eat follow trends, and so does the way we clean, and the activities we engage in for entertainment.

The post Tips on Writing a Media Pitch That Will Get Read appeared first on Localista Media.

Many people are currently writing blogs on their personal websites. A lot of those blogs are being read every day by large numbers of people on the internet. More people may now be reading blogs online than read the daily newspapers from their town. Getting bloggers to cover your story is a very important thing in your PR campaign.

You do not approach bloggers like you approach television reporters. You have to speak to these individuals in a different manner if you want them to hear what you have to say.

When you email a blogger to tell them about your company or your product you need to make your opening salutation personal. Talk to them like you were writing a dear friend. Address them by name, or by the name of their blog. If you simply say “Hello Sir” you can bet that the email is deleted before the next sentence is read. These individuals like a more personal approach than reporters do.

When you decide you want a blogger to cover your company information or product you have to know enough about their website to know whether your information is relevant to the things they usually cover. The site that writes about gardening is not going to be interested in writing a blog about computer software, unless that software has something to do with gardening. So the advice here is to research the blogs and pick those that have a common interest with your company.

You need to develop a relationship with the blogger that causes them to have an interest in you. Make a point of reading their postings and if there are comment sections then comment on them. If there are no comment sections then take the time to write them a short email and tell them what you read and why you liked it. Developing a common bond through praise is one of the quickest ways to establish a relationship.

You can offer to send the blogger a trial sample of a product, or possibly a free version of the product you make. Allow them to test the item and see if it is something they will recommend to their readers. These test trials will guarantee that if the blogger likes the product they will write one article about you, and the truth is they will likely write several articles about your company and the product you have to offer. This can backfire though. If the blogger is not impressed with your product then the post they create mentioning it will not be positive and their loyal readers may decide not to try your item because of what they read.

Never copy and paste a copy of the press releases you hand out at trade shows and include them in an email pitching your company to a blogger. You want to develop a relationship with the blogger and ask them if they would like to know more about the company and what it stands for.

The post Tips on Using Bloggers in Your PR Campaign appeared first on Localista Media.

We all know that televisions are in the majority of all homes, and in some homes these sources of entertainment and information are in every room of the house. It makes sense that you can reach a large number of people with your messages if you have those messages aired on a television.

You can make a commercial and pay the television station to air that commercial for you. This will bring you some results, but it is also costly and will take a big bite out of your advertising budget. The best way to get your company news on television is to get a spot on a local television program. Using this method will allow you to be seen on the small screen at no cost to you.

The first thing that you need to do is decide what type of person is most likely to be interested in the products or services that you have to offer. The age of the average person that will respond to your company is very important as to what local programs to try and get a spot on.

Morning news programs that air during the early part of the working day will reach more retired individuals and stay at home moms. In the early evening you can reach those moms and dads that are home from work. Early afternoon is a prime time to reach adolescents that might be interested in your message.

Once you have narrowed down the most likely people that will want to see your message you need to watch some local programming to discover which of them will be a possibility for you. You need to watch the programs and determine the types of things they normally cover. Pay attention to whether or not they do live interviews or if they simply play recorded clips. Learn who the anchors and reporters are on these shows.

Next you will need to get on the show. One way to do this is to call the station and talk to the producer over the show. You can give them a short and to the point pitch explaining your company and what you do. Be straight to the point and offer to send detailed emails and other material so they can see what you are all about.

You can also email and call the reporters and the anchors on shows to get their help. Anchors and reporters pitch ideas to their producers so you want to know which anchors may be more likely to be interested in your company based o the types of articles you see them doing on the program.

Use the holidays that are coming up to turn your message into a clever holiday related segment. During the holidays all local programming will be trying to find more new companies and products to show their audience. Have a real pitch that takes you ordinary product and make it something that ties in with the holiday theme.

The post PR Tips Using Television to Get Your Message Out appeared first on Localista Media.

Once you have a website for your company you start to send put invitations for people to come and view the website. Then you start doing search engine optimization so that the search engines are more interested in you and they send more people to your site. The same thing works with reporters and other members of the media.

Once you have your press kit established, and you have done your research on which reporters are most likely to be interested in your company and products. Once you know which programs do live interviews and have local businesses on as guests, then you need a story to get the media really on fire about you. Just a product description is not going to make the media think you are interesting enough for coverage.

Before you start writing your story read the following tips on things that you might create the story from.

1. Think about your company and the products you make and sell. How do the products change the lives of the average consumer? How does your company change the lives of their customers? Is the company involved in any charitable organizations or do they attempt to do everything in a manner that is safe for the environment and the community they are in?
2. How did this business get started and why did the founder start it in the first place? There is usually a good human interest angle in the reason that people begin to make or create something. Sometimes they want a better product to offer because they have had bad experiences with items of the same type. Sometimes they want to offer a company that provides the best service to their customers because they felt like they were not treated well by other companies they used. Sometimes they create companies in honor of family members they love, or members that have passed away. These human interest angles make you seem real to the reporter and to their audience.
3. Think about what things people in the country are currently the most interested in. At any given time something in the community is more fashionable than other things are. Take the fact that most people now try and do things they consider to be “Green” in order to help protect their environment. If your company does something that fits into these efforts then be sure and make that a part of your story. You want people to connect to you and the best way to do so is to make them feel that you have the same interests in their community that they have.
4. Always write your ideas down on paper so you do not forget them. Sometimes you get busy and have to set aside the story you were developing. If you were writing down on paper what was on your mind when you get to return to the task you will be able to pick up where you left off.

The post Give Your PR Pitch a Story to Get it Noticed appeared first on Localista Media.

Our lives are really very busy, and technology has made it very simple to send others messages via email and text messaging. The art of writing correspondence has been completely lost, and the truth is most people make very few phone calls. Sometimes you really need to speak to the person you are dealing with in order for your message to get across completely.

When you are attempting to get a reporter to do an article about your company then the personal touch may have much better results if you speak to them on the phone rather than just contact them via email and text. If you truly want to increase your chances of making a solid impression on the reporter schedule a meeting so you can look them in the eye while you are talking.

You will not be able to make a lot of eye contact meetings with the busy schedules you both have, but phone calls are a possibility. There are a few things you need to remember about talking to these professionals on the phone.

The first thing you need to know is that this profession works on deadlines. They are always watching the clock and they are always in a hurry. They truly do not mean to be rude, or to brush you off, but they are likely trying to finish three tasks at one time. To get the reporter to really understand what you want them to do and why you think they should do it, you need to grab their attention quickly and state your point.

Write out what you are going to say on the phone so that you can see where you might shorten your description of what you want the reporter to cover for you. You want to be able to tell them what you need without losing them in the details.

When you get the reporter on the phone the first thing you need to do is introduce yourself and acknowledge that you know they are busy by asking for permission to speak. Ask them if they have two or three minutes to listen to you. Assure them that it will only take you about one minute to tell them the reason for the call.

Have your written notes in front of you so you can tell them all of the pertinent details in this short amount of time. Be straight to the point and do not drown the conversation in extra information.

After you have given your pitch tell the reporter that you know you caught them off guard and that you appreciate their time. Ask them if they have time for a further discussion or if they would prefer you to call back or send a detailed email covering the subject. Ask their advice on how to get the story covered and make it plain that you are appreciative of their expertise.

These phone calls can double the positive results that you get from reporters.

The post PR With a Personal Touch appeared first on Localista Media.

Podcasting is blogging with audio and video instead of text. Essentially, you post an MP3 file or video file instead of an article.

5 Reasons Why Podcasts Are Great

1. An increasing number of people are downloading new podcasts every day. In fact iTunes has over 575 Million active users.
2. Unlike traditional Radio and TV, podcast can be played whenever the listener wants.
3. People can listen to them in their cars on their way to work or when they go for a run. You will get their full attention to let your message sink in.
4. There is a lot less competition in the podcast market than there is in the article market.
5. Podcasting can be a lot easier and less time-consuming than blogging and getting your articles published.

5 Steps to Producing a Podcast

1. Download Audacity at audacity.sourceforge.net/download/ (for PCs) or any other audio editing tool.
2. Get a good microphone – You can your your Smart Phone but the quality won’t be as good.
3. Write the script (so the podcast doesn’t sound improvised and amateurish).
4. Record it in a noise-free environment.
5. Apply the noise-reduction filter in your audio editing software and save the podcast file.

There are a number of Podcasting stations or hosting services or you can host them on your own web site or blog. If you’d prefer to focus on your own business rather than learning a new skill there are companies that offer old school radio-like interview services to make you sound more professional. We’ve included two of these below. (full disclosure: We own Localista Radio and have an interest in Authr Radio.)

• Localista Radio provides a great platform for local businesses to market themselves via an existing platform that is distributed to iTunes, YouTube and is embedded in your own web site or blog.
• Authr Radio provides a great platform for Authors and Publishing or Writing Consultants to market themselves via an existing platform that is distributed to iTunes, YouTube and is embedded in your own web site or blog.

The post Using Podcasts to Promote Your Business appeared first on Localista Media.

In a recent high profile movie trailer release for Marvels, “Avengers: Age of Ultron”, Marvel posted the video simultaneously to both Facebook and YouTube.

Bear in mind that the Avengers Facebook Fan Page has nearly 13 million likes and their Marvels YouTube channel has less than 2 Million subscribers.

The winner? Well, Marvel of course! Facebook post received over 6 Million views while YouTube post garnered over 13 Million all within just 2 days.

Lesson? Each service provides a different audience but for video viewership it appears that YouTube is still the champ. Lesson for you? Post your video to as many popular platforms as possible.  Edit and encode for YouTube, Facebook and Instagram. (Instagram requires a minimum of 15 seconds including and formatting is square.)

And, of course here is the trailer for “Avengers: Age of Ultron”.

The post So, You’ve Created a Great Video… Where Should You Post It? appeared first on Localista Media.

Over the past couple of years most major brands have been utilizing Native Advertising in conjunction with display and banner ads to expose more people to their products and services.

Many smaller businesses have either been unaware of the shift or felt that the longer sales cycle wasn’t cost effective.  Current research shows no businesses large or small can financially afford not to begin Native Advertising.

In fact, nearly half of all millennials, a full “46 percent of millennials who noticed branded content say they consumed the content,” and “One-third of those millennials shared the branded content”,  according to Yahoo’s Marissa Mayer. Compare that to traditional banner ad click through rates which dropped from 9% in 2000 to 0.2% in 2012. “Native experiences beat their traditional display counterparts in almost every metric,” she said.

According to Mayer:

• Viewers of native ads are 3.6 times more likely to perform a search for a brand than viewers of traditional display ads.
• Viewers of native ads are six times more likely to do a related search.
• 46 percent of millennials who noticed branded content say they consumed the content.
• One-third of those millennials shared the branded content.

So What Are The Pros of Native Advertising?

As mentioned above Native Advertising is much more effective than banner advertising. By providing useful, informative and interesting content potential customers learn to like, know and trust you.

The traditional sales pitch is dead. People tend to discount information that is provided by a banner ads whereas information presented in a narrative, story-format, tends to get read and shared. The sharing aspect of Native Advertising compounds the value of each dollar spent on the Native Advertising program. The bonus in Native Advertising is that once you have a new customer who Knows, Likes and Trusts you they are more likely to be a repeat customer and provide referrals and positive reviews.

Native Advertising Pros

• Proven More Effective Than Traditional Advertising
• Creates a Feeling Of Authenticity (the Know, Like and Trust aspect)
• More ‘Shareworthy‘ Content Makes Native Advertising More Cost Effective Per View
• Greater Potential for Repeat Purchases, Positive Referrals and Reviews

Native Advertising Cons

• A Learning Curve Adjusting from “Advertising” to Relationship Building
• Longer Sales Cycle As You Build A Long-term Relationship
• Higher Upfront Costs In Developing Shareworthy Content Versus Just “Placing an Ad”

Is there still a place for traditional advertising? If the extent of your advertising is a flashy “Sale” sign in your storefront window then your can stick to what you know. However, if you are currently advertising in print and online you’ve probably already found out that old school advertising has become less and less effective without also telling your story through native advertising and providing interesting and informational content to drive your story, and your value, home.

If you’d like to learn more about Native Advertising please fill out the form below or call us at 844-2- Localista!

The post Native Advertising Pros and Cons appeared first on Localista Media.

So, you want to send out a press release–Or, at least, someone said you should. Press releases can be a valuable tool when something truly newsworthy happens at your company. The problem is, that, what you think is newsworthy the press may not. Sometimes, professionally written and optimized press releases when released through top-tier wire services can get picked up even if what you’re pitching isn’t necessarily newsworthy–but that is extremely rare and an expensive proposition.

A press release is a hope, a localista media article is a guarantee.

Let’s look at the cost and value of a press release. You can pay up to $450 for a professionally written press release that you then have to pay for proper distribution which can run an additional $495. And where is that value? If you’re very lucky, and the release was interesting and well written you might get picked up in one media outlet… and that’s on a slow news day. So let’s say you spent the average $600 for writing and distribution of your release and no one noticed. You’ve just wasted $600.

Skipping the Press Release

At Localista Media we help businesses skip the press release stage by telling their story and then we publish and promote it. We can turn details about you, your product, service or business, that may not necessarily be newsworthy, into an interesting article that engages readers.

Our professional writers discover what you need to promote, research additional related content and craft an article that features exactly what you want featured. Once approved by you, we publish the article to one or more of our media outlets and then promote it to our related social media accounts all for a price that’s comparable to a press release (but has more value through guaranteed placement.)

.

We operate Localista Magazine, Shareworthy.com, Planet Wellness, Home Kraft and a number of other popular media platforms that combined have over two hundred thousand fans and followers.

We can tell your story and make it shareworthy.

The post What’s the real value of a press release? appeared first on Localista Media.

In a recent high profile movie trailer release for Marvels, “Avengers: Age of Ultron”, Marvel posted the video simultaneously to both Facebook and YouTube.

Bear in mind that the Avengers Facebook Fan Page has nearly 13 million likes and their Marvels YouTube channel has less than 2 Million subscribers.

The winner? Well, Marvel of course! Facebook post received over 6 Million views while YouTube post garnered over 13 Million all within just 2 days.

Lesson? Each service provides a different audience but for video viewership it appears that YouTube is still the champ. Lesson for you? Post your video to as many popular platforms as possible.  Edit and encode for YouTube, Facebook and Instagram. (Instagram requires a minimum of 15 seconds including and formatting is square.)

And, of course here is the trailer for “Avengers: Age of Ultron”.

The post So, You’ve Created a Great Video… Where Should You Post It? appeared first on Localista® Media.

Over the past couple of years most major brands have been utilizing Native Advertising in conjunction with display and banner ads to expose more people to their products and services.

Many smaller businesses have either been unaware of the shift or felt that the longer sales cycle wasn’t cost effective.  Current research shows no businesses large or small can financially afford not to begin Native Advertising.

In fact, nearly half of all millennials, a full “46 percent of millennials who noticed branded content say they consumed the content,” and “One-third of those millennials shared the branded content”,  according to Yahoo’s Marissa Mayer. Compare that to traditional banner ad click through rates which dropped from 9% in 2000 to 0.2% in 2012. “Native experiences beat their traditional display counterparts in almost every metric,” she said.

According to Mayer:

• Viewers of native ads are 3.6 times more likely to perform a search for a brand than viewers of traditional display ads.
• Viewers of native ads are six times more likely to do a related search.
• 46 percent of millennials who noticed branded content say they consumed the content.
• One-third of those millennials shared the branded content.

So What Are The Pros of Native Advertising?

As mentioned above Native Advertising is much more effective than banner advertising. By providing useful, informative and interesting content potential customers learn to like, know and trust you.

The traditional sales pitch is dead. People tend to discount information that is provided by a banner ads whereas information presented in a narrative, story-format, tends to get read and shared. The sharing aspect of Native Advertising compounds the value of each dollar spent on the Native Advertising program. The bonus in Native Advertising is that once you have a new customer who Knows, Likes and Trusts you they are more likely to be a repeat customer and provide referrals and positive reviews.

Native Advertising Pros

• Proven More Effective Than Traditional Advertising
• Creates a Feeling Of Authenticity (the Know, Like and Trust aspect)
• More ‘Shareworthy‘ Content Makes Native Advertising More Cost Effective Per View
• Greater Potential for Repeat Purchases, Positive Referrals and Reviews

Native Advertising Cons

• A Learning Curve Adjusting from “Advertising” to Relationship Building
• Longer Sales Cycle As You Build A Long-term Relationship
• Higher Upfront Costs In Developing Shareworthy Content Versus Just “Placing an Ad”

Is there still a place for traditional advertising? If the extent of your advertising is a flashy “Sale” sign in your storefront window then your can stick to what you know. However, if you are currently advertising in print and online you’ve probably already found out that old school advertising has become less and less effective without also telling your story through native advertising and providing interesting and informational content to drive your story, and your value, home.

If you’d like to learn more about Native Advertising please fill out the form below or call us at 844-2- Localista!

The post Native Advertising Pros and Cons appeared first on Localista® Media.

So, you want to send out a press release–Or, at least, someone said you should. Press releases can be a valuable tool when something truly newsworthy happens at your company. The problem is, that, what you think is newsworthy the press may not. Sometimes, professionally written and optimized press releases when released through top-tier wire services can get picked up even if what you’re pitching isn’t necessarily newsworthy–but that is extremely rare and an expensive proposition.

A press release is a hope, a localista media article is a guarantee.

Let’s look at the cost and value of a press release. You can pay up to $450 for a professionally written press release that you then have to pay for proper distribution which can run an additional $495. And where is that value? If you’re very lucky, and the release was interesting and well written you might get picked up in one media outlet… and that’s on a slow news day. So let’s say you spent the average $600 for writing and distribution of your release and no one noticed. You’ve just wasted $600.

Skipping the Press Release

At Localista Media we help businesses skip the press release stage by telling their story and then we publish and promote it. We can turn details about you, your product, service or business, that may not necessarily be newsworthy, into an interesting article that engages readers.

Our professional writers discover what you need to promote, research additional related content and craft an article that features exactly what you want featured. Once approved by you, we publish the article to one or more of our media outlets and then promote it to our related social media accounts all for a price that’s comparable to a press release (but has more value through guaranteed placement.)

.

We operate Localista Magazine, Shareworthy.com, Planet Wellness, Home Kraft and a number of other popular media platforms that combined have over two hundred thousand fans and followers.

We can tell your story and make it shareworthy.

The post What’s the real value of a press release? appeared first on Localista® Media.

Although it seems like there is a new social media trend every day, Pinterest looks as if it is here to stay. Pinterest actually has the third biggest social media marketing share, just behind Twitter and Facebook, so it is important to learn how to use it effectively to promote your small business.

Once you have set up Pinterest business account, which is incredibly quick and easy to do, you can begin to use it for marketing purposes. Here are some of the most important tips on using Pinterest for your small business:

Feature your products or services

Include a price in the description of each picture if it is appropriate. If you have a blog, always make sure you put a relevant picture with the post and include a “pin it” button to make it as easy as possible to share. The picture allows users to repin your blog post and can help to drive traffic in the direction of your blog, and ultimately in the direction of your company.

Re-purpose your content as images

Turn some of your website content into graphics and charts for use on Pinterest. Because Pinterest is mainly a visual tool, it can be hard to manage to convey a lot of serious information about your company, but if you hire a good graphics designer to turn that information into an infographic, this can be a really effective and fun way to convey important information.

Promote your team

Use Pinterest to introduce the members of your team, and encourage each of them to create an individual pin board about themselves. The visual aspects of this will make a fun change from the short paragraphs about staff members that usually appear on corporate websites. As a small business, this is a good way to make your business more accessible and transparent, and to give your staff and business a human face.

Create discount codes

Post pictures of discount codes or printable vouchers that your followers can use online or in store. People will be able to share this coupon or graphic with other people on their Pinterest if they think that it is a good deal, and this can help to spread your company name.

Update and interact consistently

As with all forms of social media, it is important to update your content regularly and to interact with your fans and followers as much as possible to maintain your presence.

Promote “wish listing” your products

Encourage fans of your company to create “wish list” boards containing your products. These boards will help to showcase your products to all the Pinterest followers of the board creator. This will help to promote your products and will encourage the friends and families of the creator of the board to turn to your shop for presents on creator’s birthdays and holidays.

Using Pinterest to help promote your small business does not have to be difficult or time consuming if you simply follow the six tips given above.

The post 6 Tips On Using Pinterest to Market Your Small Business appeared first on Localista® Media.

Cash Mobs are a type of Neighborhood Marketing and are quite popular today. They have been used to support small businesses and foster connected communities, but are they being used effectively and are small businesses seeing increased sales. We interviewed shop local expert Heidi Butzine, author of the book “Shop Local; A Practical Pain-Free Guide to Shopping With Purpose” to learn more.

Localista: We hear a lot about cash mobs but what exactly are they?

Heidi: Well, a cash mob was inspired by the flash mob concept which was very popular on social media. The idea is that participants are notified via Facebook or Twitter to gather at a certain time and place to perform a seemingly spontaneous act. Like a bunch of random people showing up to do a dance routine in Grand Central Station, and then quickly dispersing, like nothing happened. A cash mob is similar but the random act is that people are invited to buy a certain product, or spend a target amount of money at a specific local business.

Localista: Why do people participate in cash mobs?

Heidi: Cash mobs are a grassroots way to give a little boost to the local economy. I think people like to be a part of something positive like this. Showing their support for businesses they love by spending a few dollars, feels good. Plus the mobs bring people together in the community and it connects people with the businesses in the neighborhood.

Localista: How exactly does a cash mob help a small business?

Heidi: A cash mob is a great way to use social media to market a business and can help boost sales especially during times when business is usually slow. But the beauty of a cash mob is that it will also create interest outside of the world of social media. Not only does it attract cash mobbers, it also attracts the attention of unassuming passers-by, who will be curious as to what is happening. These casual observers are very likely to go into the shop to find out what is happening. Cash mobs may even attract the attention of the local press, and this free publicity helps generate further interest and sales for the business.

Localista: Do you think small businesses are using cash mobs effectively?

Heidi: Yes. I think they’ve been quite effective. For example, I participated in a cash mob with the Belmont Shore Business Association and we visited an independent local bookstore called Apostrophe. There were about 20 “mobbers” there and we each spent about $20. That’s $400 in sales that the bookstore might not have had otherwise on a typical Thursday evening. Then, several of us walked a few doors down for dinner afterwards at one of the local restaurants right there on second street. A well-planned event like this has a multiplier effect that brings business to other places in the area too.

E: What are some of the misconceptions about cash mobs?

Heidi: Cash mobs are not a silver bullet for sales, where business owners can just sit back and expect the cash to roll in. Business owners and organizers should think of cash mobs as being one of several creative and fun tools they can use to drive traffic to stores and engage fans. Participating businesses need to do a little planning to make the event a success and create an experience that will bring people back to their business or community.

Even though they’re called cash mobs, these events are quite calm. People are there in the spirit of goodwill to support the community.

Localista: What are some tips you have for planning a good cash mob event?

Heidi: They should be fun. No one will want to come back if it’s a boring experience. Promote the event often so the word gets out. Make it personal. People like the human connection and getting to know who’s behind the business they’re supporting. Give people a reason to come back to the store. Partner with other local businesses nearby that may also offer something special to cash mob participants. Above all, appreciate and thank the cash mobbers for their business and support of the local community.

Localista: What happens if the mob is huge and the business can’t handle it?

Heidi: Cash mob events are created in the spirit of giving a local business or area of need a little boost, so I think that any business would be over the moon if they had a huge turnout. But you do bring up a good point which is that businesses should be prepared. This usually means having enough products available and staff to help out customers. Most cash mobs only last for a set period of time, so if a cash mob causes a business to run out of things to sell, then that’s a pretty successful event!

About Heidi Butzine

Heidi Butzine is a best-selling author, entrepreneur, wine aficionado and shop local expert. Her most recent book, Shop Local: A Practical Pain-Free Guide to Shopping with Purpose, is the result of extensive, hands-on research and part of her personal mission to get more people to support local businesses everywhere and strengthen the communities where they work and live.

A successful business woman with a knack for finding business solutions, Heidi created a successful consulting agency that was coveted and purchased by a Fortune 500 company. She runs several of her own businesses and works with organizations based around her passion for writing and travel, her love of wine and her desire to help small businesses and entrepreneurs succeed. She is the founder of ShopLocal.us and Certified Locally Owned™ and creator of Wineopolis® Citizen’s Guide wine travel book series.

More on Cash Mobs

5 TIPS FOR PREPARING FOR A CASH MOB AT YOUR BUSINESS

The post Do “Cash Mobs” Result in More Sales? appeared first on Localista® Media.

Competing with big box stores can leave many small business owners feeling overwhelmed. Everyday it seems that there is a new social network or advertising service that is “guaranteed” to grow your business by 1000%. Most aren’t worth the price you pay but there are a few, highly effective, methods and services that you should not hesitate to try. Below are the 7 most effective and affordable things a small business owner can do to make the biggest impact for the least amount of money.

1. Learn how to use social media effectively.
   If you learn how to use Facebook, Twitter, YouTube, Pinterest and LinkedIn, then you can use them as an easy was to get free publicity for your company and use them to do your own self-promotion. It is actually possible to connect most of these social networking sites together, so you can post 1 time and have that single post show up on all your other social networks this way you can get maximum exposure for minimum effort.
2. Offer a loyalty program.
   81% of consumers are more likely to continue doing business with brands that offer loyalty programs (Bond) More than 45% of consumers say the opportunity to earn rewards is a primary driver for purchasing from a brand (Maritz) Millennials are 2.2 times more willing than boomers to pay a premium for products and services if they can also earn loyalty and reward points (Bond)
   
3. Create a unique inviting atmosphere in your business.
   By differentiating your business in terms of the look and feel, as well as customer experience, will positively impact both your staff and customers. Try to add personal touches to every point of customer contact, and if it’s feasible, reward your staff when they go above and beyond during customer interactions. Ask staff to contribute their ideas regularly. If your staff enjoy working for your business, they will be more likely to encourage their friends and families to use your business too. Your customers will be able to tell whether the staff feels empowered, because the staff will create a more positive environment.
4. Engage with your local community as much as possible.
   There are many ways with which you can engage your local community. You can sponsor an existing local event, create a local event, or you can try to engage with local product or service providers. Try to source and sell a few local products, even if they may be slightly more costly than the rest of your products. Through local sourcing you will help to support the local economy and build strong relationships with other locals.
5. Start a loyalty card program for your customers.
   Starting your own loyalty card program can be very inexpensive and very easy to manage and it rewards customers for returning to your business. For example, when a client spends over a certain amount (say $10), give them a loyalty card, which they can use to collect stamps. Every time they spend over this required amount of money, stamp their card. When they have 10 stamps, you can offer to redeem this for a $5 discount on their next purchase over $10. Ultimately, they will have to spend over $110 in your shop to get $5 off (a discount of about 4.5%), but people will keep returning as they will feel like they are working towards something. If the above example isn’t plausible, try something more suited to your products, such as “buy 10 coffees, get one free” or “have 5 haircuts, and get a free color or style treatment.”
6. Join a joint-marketing program such as “Certified Locally Owned”.
   This will help you to get your business noticed, and can help your business become more trustworthy in your local community, compared to big-box, chain stores or franchises. People really do care about their local community and they choose to shop at locally-owned independent business as a way of making a difference. With a program like “Certified Locally Owned” you get a certificate, web badge, mobile website, directory listing and QR Code-enabled window cling to help local shoppers as well as local online shoppers easily identify your business as a locally owned business. Many programs can even provide you with banners, other promotional tools and even consulting on how to supplement and existing local / buy local program or create your own shop local / buy local program from scratch.
7. Get your business listed on Yelp.com.
   List your business on Yelp and then encourage all your regular customers to give you a positive review. More and more people turn to Yelp before going shopping or dining. They pick a local business based upon other customer reviews. By adding your business to Yelp, you have a much better chance of being discovered by local shoppers.

It can be seem overwhelming for a small business to stand out in a crowded marketplace, however, as long as you implement at least one or two of the ideas presented here you will be able to promote your business, attract new customers and retain existing customers easily and cost-effectively.

The post 7 Things a Small Business Can Do Today to Stand Out in a Crowded Marketplace appeared first on Localista® Media.

Many people use the idiom “I wrote the book on…” to describe how knowledgeable they are about their chosen profession, but what if you did write “the” book on your area of expertise? It can actually pay off for business owners to write their own book, and here is why:

1. Establish Yourself as an Expert
   Writing a book can help you establish yourself an expert in your field while giving your business credibility. If a client wants to use one of the best in the business, they will go to an expert, so it pays to be that expert!
2. Make a Big Impression While Business Networking
   If you are at a networking event and somebody asks what you do for a living, you are more likely to be able to catch and keep their attention if you are able to answer that you “run a … business and write books on …” People will usually ask you about the book and not only will you be able to tell them about your book, but you can link this back to your company and what you do. You can even offer to send them a free copy, which is a great way to ensure that you exchange the correct details.
3. It’s Pretty Painless to Become an Author
   Up until recently, it could be prohibitively costly for business owners to write a book that would be seen by a lot of people, but thanks to the ability to self-publish on Kindle, you can now reach a far wider global audience without having to risk commissioning a large and potentially very costly print run. Publishing your book on an e-book web store allows people to find, buy, and read your book, who would previously not have been able to get hold of a copy at an affordable price. Make sure your book is easy to find by linking it to the appropriate search terms on whatever websites you try to sell it on.
4. Increase Public Awareness of You and Your Business
   Every time someone reads your book, it will increase public awareness of your company or brand. Every time someone reviews your book on the Internet or in the media, it is also free publicity. This is especially true if you can get local or national publications like newspapers or magazines to review your work. Reviews will always mention your name and it is likely that they will mention the name of your company, which can help you to gain recognition.
5. Create a Steady Stream of Revenue
   Although writing a book is unlikely to make you a millionaire, it can provide you with a steady stream of additional income, if it is correctly marketed.
6. Your Gateway to Becoming a Consultant
   Writing a successful book can help you to expand your business by allowing you to become a consultant or trainer in your area of specialism. As well as providing you with an extra source of income, this will provide you with extra free publicity.

Writing a book can be a great marketing tool for a small business owner. It isn’t hard to write a book if you draw on your own personal business expertise. With new year upon us it’s a great time to think about what you want to accomplish this year–writing a book is a powerful accomplishment. The Localista team has written a combined 20 books on a number of topics and we can help you write your book as editors, ghostwriters or as a sounding board. We own a number of imprints (publishing companies) and can take you through planning, writing, editing, layout, cover design, publishing and distribution. Reach out and contact us to learn more!

The post The Six Most Important Reasons Why Every Business Owner Should Write a Book appeared first on Localista® Media.

Using Facebook for your business can be a good way to attract more customers, products, or services to your company. Here are some top tips for using Facebook to your advantage:

1. Use public Facebook messages to alert fans of any special offers or discounts that you are currently offering. This is a quick and free way to get your message to a large number of followers. Never rely on private messages, because some people do not accept private messages from companies or groups, and these won’t attract the attention of a wider audience.
2. Try to keep up with changing Facebook regulations with regards to business pages. For example, it is important to be aware that a new system called EdgeRank now means that your posts will only appear automatically on the feeds of about a third of your followers, unless you pay an additional fee. Depending on the type or amount of content you post, and the number of followers you have, it may or may not be worth paying to get around this with sponsored stories.
3. Be active and encourage fans to engage with your content. Invite fans to like, comment, and share by posting something they can relate to. This will make your comments practically work for themselves, as your followers’ likes and shares will appear on their own walls too. This will gain you extra exposure from all the followers of the commenter as well. Fans are more likely to share posts that include a picture, so consider using a picture which is appropriate to the content you are trying to share.
4. Ask Questions. Questions elicit responses, and people on social media always have opinions to share. Not only will the answers to your questions become visible on the commenter’s feed (therefore bringing extra attention to your brand) but you can also gain extra insight into what your customers want and need from you, and you can adapt your business accordingly.
5. Running simple contests on Facebook can work as free advertising. One simple (yet brilliant) Facebook advertising idea is to run a contest where the winner gets to be the Facebook “face” of your company or product. Invite your followers to submit photos of themselves doing something unusual (within reason!) or standing somewhere unusual with one of your products and offer the prize of being your cover photo for a few months. Narrow the photos down to your top 10, and then get fans to vote on the best one. You will gain a lot of additional exposure as the contestants rally their followers to try to get extra votes!
6. It may seem obvious, but always make sure that the information and contact details for your company are up-to-date and relevant. If people want to find the location, phone number, or email address of your business, your page may be the first place they turn to. Include a map if possible. Making it as easy as possible to get in contact with you or to find your business will encourage people to use your business.

Using Facebook to promote your small business can be a cheap and effective way to attract new customers. These important tips will help you to make the most of your Facebook page.

The post The Six Most Important Tips on Using Facebook for Your Small Business appeared first on Localista® Media.

Debbie Goldberg (center), Localista owners Erik Bowman & Heidi Butzine

How to make Yelp work for you!

January 17th 2016 — Manhattan Beach, CA
Localista Media hosted the kick-off Mavericks, Mavens and Mentors event with over 40 guests at Tin Roof Bistro. Not only was it a sell-out event, the attendees had an amazing opportunity to ask questions and get some honest feedback about Yelp and their business. Our special guest speaker, Debbie Goldberg (co-owner & CMO, Fresh Brothers) provided great insight into how to best leverage Yelp for business to grow your customer base, garner reviews and utilize Yelp Ads to boost your profile.

Some great questions were asked by our audience members including how to determine if Yelp advertising is effective, understanding your customers and how they’re actually looking at Yelp, how to ask for and respond to reviews (positive and negative).

M3 events are smaller more intimate sessions inspired by the annual South Bay Business Mavericks presented by Localista Media. Each M3 event features a special guest speaker, business expert or community leader to share valuable insights to help in business and professionally.

Building upon what was shared at the first session, the next M3 event in April 2017 will focus on Neighborhood Marketing — an effective means to scale marketing to reach your ideal customer and integrate smart local marketing into your overall business operations without spending tons on advertising. Best practices, resources and solutions will be shared, featuring local business leaders to offer practical real-world insight.

Join us at the next M3 Live Event!

The post Mavericks, Mavens & Mentors — M3 LIVE Events appeared first on Localista® Media.

Imagine, having a friend and advisor who’s worn all the hats in business and understands how marketing fits in to your overall business strategy.

What if you could ask a question, and get a clear answer to help you navigate the overwhelming choices in marketing your business?
Maybe you’re getting disillusioned and ready to give up on marketing your business entirely because you’re being hit from all sides with the latest and “greatest?” shiny objects.

Finally Localista TV is here!

We’re launching our video series this month and will be taking your questions (and sharing a few humdingers that we frequently get asked), to provide some insight and help.

If you’re looking for a quick shot of marketing reality based on real-world business experience, then you’re going to love our episodes.

It’s our job to help business owners find opportunities for growth in their business that they may not see, yet.  We’ve been asked so many questions from our clients and business friends about marketing and business strategy. Why not share the love with others out there looking for answers too? That’s why we’re here!

If you’re not already a subscriber to Localista TV, you can sign up here.

So how does it work?  Watch our first episode to learn more.

Subscribers will get a powerful dose of marketing insight to help you
get real, get inspired and take action to grow your business.

Nothing long to read, just a quick video packed with nuggets of wisdom delivered directly to your inbox.

Do you have a question or comment? Chances are, you’re not the only one! Be the hero to ask the question that’s on everyone’s mind and share your insights as well! Share them in the comments below.
(FYI – any links or anything spammy looking will be deleted from comments.)

You can also send us a question privately if you don’t want to be on blast.

Thanks for stopping by and I hope to see you soon!

The post Hello from Localista TV! appeared first on Localista® Media.