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This question has been closed, and points have been awarded.
Getting National Publicity For Sympathy Gift Business
Posted By: reneewood* on 10/26/2004 12:16 AM (CST) 125 Points
I am an entrepreneur with a growing sympathy gift business (online). I have been featured in all of our local papers and our largest suburb paper recently ran an article which ended up running in 14 states. I feel like I've tapped our local market. I knew the angle there..."local girl begins sympathy gift business". I would like to go national but don't know where to begin and can't seem to finesse a good national story angle. What's the simplest national market to break in to? Of course we all want the coveted USA Today feature. But what's my next step? Holidays are a big time for my gifts.

Posted by: SRyan ;] Member Response
10/26/2004 6:12 AM (CST)
Renee, can you tell us the URL for your online store? And perhaps give us an example or two of a sympathy gift.

- Shelley

p.s. I don't know why you posted your question in the Student category. I moved it to Adv/PR so it would get more visibility.
 
Posted by: pkemper* Accepted Answer
10/26/2004 8:41 AM (CST)
Just an idea for free publicity. Try to find a controversial or success-story angle. One that might do well is along the following lines:
- Given we are in economic downturn...
- Given that consumer trust is down...
- Given that it becomes costlier to provide for your retirement...
How can it be that you are so successful?
- You grow at phenominal rates
- You expand beyond your local market
- You work in an area of luxury goods
What does it mean for so many other (women)?
- They become independent
- They provide for themselves
- They have fun doing it

Maybe you should start building some mystique around your success.
 
Posted by: reneewood* Author Response
10/26/2004 8:49 AM (CST)
Hello Shelley,

Thanks for putting this post in the appropriate place! The url for my store is: http://www.thecomfortcompany.net

The url for the Chicago Tribune article which gives an awful lot of information about me and The Comfort Company is: http://thecomfortcompany.net/index.asp?PageAction=Custom&ID=10

Good examples of a unique and appropriate sympathy gifts would be a tear bottles, garden stones, memorial trees or holiday ornaments.

Re: the national hook, it can be difficult to purchase a holiday gift for someone who has lost a loved one and we have many good options.

Another thought would be that we manufactured 5 holiday ornnaments this year and insisted on using American manufactures for every component of the piece from the ornament itself to the packaging, satin cord, hangers, etc.

For some reason I just can't think outside of the box. I have a product that I know would appeal to the national population. I just can't figure out how to market it or where to begin.

Any thoughts would be most appreciated!
 
Posted by: SRyan ;] Accepted Answer
10/26/2004 3:32 PM (CST)
Renee, if I were you, I'd do a series of press releases (human interest stories, really) that highlight different products or that tie in with current events. Two examples:

If you know whether any of your products have been purchased for families of military in Iraq or Afghanistan, you have a story to tell.

If you know how families who've lost an infant have been helped by certain products, there's a story there, too. (I had a lump in my throat looking at that page on your website.)

You can write something short and tasteful, using some of your sales trend data and customer feedback to back up the story. Chances are that a journalist will pick it up and do a full-blown feature.

- Shelley
 
Posted by: Deremiah *CPE Accepted Answer
10/26/2004 7:53 PM (CST)
Reneewood,

You are not going to believe this but we live right up the road from each other. I am from the Saint Charles community and would love to help you create a specia interest story for your project. My main girl sryan is giving you some great advice but that's what she does best. Take what she has to say run with it and never look back.

There are a lot of approaches you can take and truly there is no yellow brick road to getting you a national story. But I can show you how to milk that Tribune story for all it's worth. And if you have other state stores now is the time to position yourself and create the type of identity that will get you to the next level.

FYI, PR Web is a great resource that I use often and I think you need to be more intentional about targeting your next steps using online and offline resources. Begin by establishing some real specific goals for what you would like to achieve or put another way (you need to develop a strategic plan). Depending on your budget you can choose some different routes to get there. If you would like to know how to do it with a frugal approach let me know by clicking on my profile name above and sending me an email. What ever you do let's talk because we're too close not to use our networking influences to get you to the next level. Remember great things happen to those who "Make It Happen".

Also you may have seen the greeting card project I created for a virtually unknown school in Saint Charles named Glenwood. The PR reached over 56,000 in the Kane County area. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
 
Posted by: mgoodman Accepted Answer
10/26/2004 9:44 PM (CST)
Your challenge is to find the pr professional who can do this for you. There are not enough hours in the day to do it yourself AND run your business. (I'm not a pr person, so I have no axe to grind or hidden agenda.)

I've seen the syndrome time and again. Entrepreneur gets a good idea and launches it locally. Figures that if it works in Peoria (OK, metro Chicago), it will work nationally. Tries to do it him/herself. Burns out from all the activity and closes up shop. End of story.

Do yourself a favor and find someone who can do the national publicity thing for you. Perhaps a small PR firm in your area, perhaps a firm that's done something similar in a related category. Make a deal with them and let them do what they know how to do.

Maybe not the answer you wanted, but good advice, IMHO. If you interview a few professionals for the project, you'll see what I mean about the pros knowing how to do this stuff.

P.S. If you think the cost is too high, perhaps the problem isn't with their fee but with your business model and profit structure. They should be able to generate incremental volume for you, but it's up to you to service that volume profitably ... at least profitably enough to pay a reasonable fee.

(Let me know if you need a referral to a pr person who might be good for you ... or who might know someone who could be good.)
 
Posted by: Jim Deveau/Catalyst* Accepted Answer
10/27/2004 9:50 AM (CST)
Hi renee:

Many kudos on your successes to date and on your ambitions. As usual, my colleagues have provided excellent advice. Perhaps I can build on a few ideas to increase your potential for national publicity or to get your story out in your expansion markets:

Idea: Increase affinity. Consider creating affinity groups, expanding your philanthropic efforts and "personalizing" by target segment. Your emotional attachment and your commitment to the "Jody's Joy" fund is admirable.

I wonder - what if you were to partner with serviceman's organizations (the USO comes to mind) and public servant organizations (Fire/Police/Resuce) - with the agreement that you would donate 10% of your proceeds from any sales for special commemorations in this area?

I know this may sound funny to some, but what about commemorations for lost pets? The ASPCA or a rescue organization would be a noble target for partnering here.

There are scores of ideas here, and I am sure you can generate a target list in about 15 minutes.

The strategy is to gain the support of your affinity partners such that THEY put the word out to their memberships and generate buzz for you.

I hope this helps.
 
Posted by: reneewood* Author Response
11/3/2004 9:11 AM (CST)
Just a note to thank everyone for their wonderful opinions. I did take the suggestion posted to hire a professional. I hired Marcai Yudkin to rewrite a press release for me and forwarded it to PRWeb. What a liberating experience that was and long overdue! I am so appreciative of your generous responses. You all offered a wealth of information and I hope you'll continue to be available to assist with my marketing needs! Gratefully, Renee
 
Posted by: Deremiah *CPE Member Response
11/3/2004 5:12 PM (CST)
Reneewood,

That sounds Great. Marcai Yudkin is excellent at what she does and furthermore she's written some great books you ought to get. Under study her methodology so you can take the knowledge of your experience into the future. Again I'm available to help share your information in the local community and I even have a few national contacts. All the best to you. You're about to go to the next level so "Get Ready". U-R-Born 2 Be Great! Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
 
Posted by: michelletrex Accepted Answer
11/4/2004 11:22 PM (CST)
Dear Renee

Can I ask how many of the products were designed by your good self?

If you have a range that you designed or are importing or adding value to by printing on etc.. I may have some good ideas for you for distribution.

Having had a small nephew die from a renal problem, and not knowing what to give his mother, yours is a fantastic idea.

I'm in Australia but have some experience to offer in the US.

Michelle
 
Posted by: Val (Moderator)* Moderator Response
11/8/2004 8:46 PM (CST)
Hello all. I am closing this question since it's more than 10 days old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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