I shouldn't complain...

[Jenny]

Because of the nature of my business -- pretty silly fru-fru pet products -- I am sending a four page mailer to interior designers, dog groomers and local media. Sounds like a widely diverse group, but who more than interior designers have their finger on the pulse of people who love their pets, hate the appearance of an ugly-ugly dog dish and might well have an appreciation for vintage china.

Groomers often have little boutiques for pet parents to forage through -- I am thinking of offering wholesale prices for a purchase of ten or more pet dinettes and increase the reduction by "ten-tray increments". I can't imagine a small boutique wanting more than ten trays, but it could happen.

As for the local media, because I'm as good a story as any on a slow news day and heaven knows we have plenty of those around here.

Anyway -- can anyone add to my list of press packet recipients or offer any suggestions, changes, improvements...

Oh, and my four page press packet is heavily laden with photos and include a couple of headlines, a contrast between an average ugly pet dish and my beautiful one, a brief but thorough description of my pet dinettes and the china in them. And then there is an even briefer bio of me -- single mother, English degree, power tools, garage workshop, yak, yak, yak. There's a whole page of pictures of my products -- various sizes of pet dinettes, carry bags, and beds. And the last page is very specific about sizes and prices and that wholesale prices are available. All pages have my business information.

Anything else you can think of?

[Jilliebean]

Is there anyone who does a weekly pet or interior design column weekly at your local newspaper? Where I work, we frequently send stuff to media and find they always "lose it" or "didn't receive it". If you can find someone who does a column about pets or "fru-fru" decorating, they are more likely to feature it.

[Jenny]

Jillie:

I had to laugh -- once upon a time I WAS the columnist/newspaper writer who "lost" the latest press release. One PR lady took to calling every couple of days to tell check to see if I got the latest piece of big deal news that she sent regarding her client. Let me tell ya, it was never anything earth shaking... but she would call all excited and hopeful that we would print her press release -- I think she got paid per inch of coverage for her client who knows. But finally I thought if I would interview her client, do a picture, some kind of noiticable coverage then she would get what she wanted and would finally leave me alone.
So, I call to set up an interview with this client And the PR lady wanted no part of a feature. No interview. And for heaven's sake, NO PICTURE!!!

Very strange, very very strange -- till a few weeks later her client was featured on the evening news -- he was a fugitive from another state for embezzling huge amounts money from a business partner.

I do have the names of a couple of columnists and news directors. Some reporters assign stories to themselves and some have an editor or director assign stories -- with the latter following up is harder than contacting a reporter or columnist directly.

Here's the other thing I did -- I donated a pet collection to the local PBS station for their auction. Supposedly they will link my website -- hopefully I'll get some buzz going.

[zuzus_garden]

Wow, Jenny - sounds like you already have a handle on this. I can't think of anything to add. Let us know how it goes!
:)
Zu

[Jilliebean]

Too funny!! The charity thing is a good idea. I work for two different charities and volunteer for a third. Sponsorship is key to making many events work. We always look for sponsorship in these ways:
- donation of items for raffle or auction, as you have done.
- monetary sponsorship in exchange for promotion of your business
- use of your free expertise (i.e. conducting workshop or keynote speaker engagement) in exchange for promotion of your business. You might want to hook up with a few non-profits.
We also have several smaller town FREE newspapers that rely on advertisements for print money. Their ads are dirt cheap (like $25 for a business card sized ad) with distribution of a couple thousand. They also like to report on just about any new business because it is better than letting readers know who put the flowers on the alter at last week's church service.

[Jenny]

Zu: If it generates buzz then I know what I'm doing -- if not, then I am stumped! :p

Jillie: I'll check out the freebies here --I know one of them charges a bunch of money for their ads... but that one is an employment paper -- I don't think I want to advertise to people who don't have a job -- they're probably not in the market for a silly fru-fru doggie dinette...

And I didn't think about volunteering at a charity -- the most notable local pet charity involves the SPCA and I'm more a No Kill League for Animal Welfare kinda girl.

Keeping my fingers crossed and if anybody has additional ideas -- do tell -- I am all ears, which is not a good look for me.

Jenny

[Genuine Bloom]

Jenny, have you thought of sending press release stuff to online press services such as www.prweb.com (http://www.prweb.com)? The great thing about doing this is that search engines like Google pick them up. So people might end up finding about you when they're searching Google and your press release comes up, and if you're link is included in the press release it can help your search engine rankings. And also people who write for shopping blogs and other online media might pick up your press release from there and mention you on their site/blog.

There are a few more online press release websites, but I can't think of them now.

[Jenny]

Sharyn: I didn't have any idea that I could send off a press release to PRWeb -- I've already added this to my favorites list and will look at it even more closely.

Very very very smart -- and oh-so-much appreciated. Way cool.

Thanks, Jenny

[Cottage by the Sea]

WOW!!! I love this site! I just fell onto it and have loved all the comments. The info shared has been invaluable. I have an online store featuring beach and cottage style home decor and gifts, www.acottagebythesea.com (http://www.acottagebythesea.com). It has been a struggle but I love it and I am still learning. I have tried advertizing in popular magazines but find them expensive and limited in response. I like the press release idea and recently had a banner ad designed. What effects have folks had with links? Also, I have paying for Google AdWords but still am not found in the Searches. Can anyone help with that? Thanks

[zuzus_garden]

Hi Cottage By The Sea,

Welcome! Your site is lovely!

Not only is link exchange extremely helpful in improving your positioning in search returns, it is an opportunity to meet and make valuable friendships with others in business.

I have never paid for advertising, but am found in the top 10-30 hits in search returns. If you'd like to read what we've posted about link exchange, you can select the Search feature (above in the light green menu bar), type in "link exchange" and read previous conversations. I'd be happy to help with any other questions you may have.

So glad you've joined us!
:)
Zuzu