by Guest Blogger, Shannon Cherry
Santa
You better watch out! You may know him as the coolest dude during the holiday season, but did you additionally know that Santa also knows great publicity?
Take a moment and think about it from a marketing and visibility standpoint. The jolly ol’ elf is one of the best publicists of all time - and nobody of us have even really seen him in the flesh!
So take a little advice from the chap who doesn’t fit the pop idol ideal (after all red suits and a belly like jelly aren’t exactly something the fashion patrol rave about), but every year always makes a celebrated impression:
1. Each year his message never falters and is always on the mark. St. Nick never changes his presence or his brand, because he’s found one that works for him. All too often, business owners feel the need to jump on the ‘next big idea,’ even though what’s being done marketing-wise is established and accepted. Or even worse, the decide to change brands simply because they want to look hip and fresh. Santa isn’t hip or fresh…or is he? His brand is cool because it’s retro.
2. He knows how to craft messages to get free publicity. Yes, he’s publicizing the same thing year after year. But Kris Kringle also knows how to develop excellent new angles to his service each and every year. Forget X-mas letters, Santa’s using video conferencing. Business owners need to constantly be thinking of additional ways to create story ideas that appeal to the news, even if the message is the same.
3. He builds relationships. Instead of bragging about how long he’s been in business or what his credentials are for supervising elves and reindeer, he finds out what his prospects want, then gives it to them. Entrepreneurs need to stop worrying about how they appear on paper because frankly, no one cares. Your target market want to know what you can do for them, not that you have years of experience or multiple degrees.
4. He’s clever. St. Nick knows what looks great in a photo op, and isn’t afraid to look silly. I mean, a sleigh and flying reindeer… Now that’s a visual that everyone likes to see. Get started looking for notable images that will appeal to your prospective prospects and use them, even if at first people think it’s crazy.
5. He is the embodiment of give-to-get promotions. Why is St. Nick a household name? Because he has built his credibility and visibility on trust by giving, not getting. Stop thinking about how to get customers, and start thinking of what your customers’ needs are and give it to them. You become the accepted expert and people always want to do business with an expert.
So start believing in Santa… After all, someone who has had his 15 minutes of fame last longer than anyone else has really got a clue on how to get visibility and credibility. Start using his techniques to make others believe in you too!
About the Author:
Shannon Cherry is known as The Power Publicist. She helps small business owners, coaches, consultants and entrepreneurs create a powerful presence using low-cost, high impact publicity methods. Learn more about how to write press releases and get publicity with the Be Heard! free publicity power pack at http://www.beheardsolutions.com
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