As the Chief Marketer for your small business you're acutely aware of the vital importance of word of mouth advertising in building your brand. You know how critical it is to incent your employees and your customers to become promoters for your company. About of what we write in our articles stresses this vital concept. This month our focus is on another key group of people which can help spread the word about your small business brand: the press.

We're not talking about your small business making CNN anytime soon. But, it's reasonable to expect you might land a quote in one of your industry's nationally read magazines or websites. But what good will that do, if you sell only locally?

Well, for one thing, you can highlight your quote, frame it, and post it with pride where your customers can see it. And for goodness sake, don't just hang it in your office--mount it for the world to see. Being quoted in a national publication, even if most of your customers haven't heard of it, gives your business credibility.

Once that article gets published in the national industry trade press, the immediate next action (after you frame it and post it with pride) is to send a copy to the business contact at your local newspaper.

Of course, the press reports news. It will help you make the papers if you have some.

Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.

2006 Marketing Hawks