Getting press, getting customers

Rocking Danica to sleep and I started to think about how the keys to getting media exposure are the same as winning over your customers.  Here's a list of things that could be the guts of a Powerpoint presentation on either topic:

• Make it easy to "buy"
• Establish a friendly, authentic relationship
• Become a trusted source of information, guidance, expertise
• Help them out, even when it doesn't benefit you directly
• Know as much as possible about who you're dealing with
  
• The customer/media is always usually right (but honest and direct communication is essential).
• You always have time for the customer/media
• Customer service is the same as good media relations
• Stay in touch after the "sale"

That's it for now, maybe I'll expand on these a bit more down the road.

Comments

[fixedgear]

Always remember that reporters are, um, lazy. There, I said it. They go to the same people for quotes. If you want to grow your business/brand, you might want to be that person.

[Alex]

Spot on with all those points! Being a small (1 man) business means that I deal with each customer all the time, it lets you get to know them and adds to the "custom frame ordering experience" which leaves them with a positive view of you and more likly to re-order or reccomend you to friends / people on the trail / web.

And journos are lazy, my Mum has worked in print and radio of years and she told me this....Mum's always right! If you can write your press-releases just like you see the articles in the paper / on the web there is a good chance that the editor / staff will copy-n-paste it. Look for regular low-news days and pitch it for them early to help ensure a spot.

One thing to watch is offering advice on web forums: too many of them are populated by idiots who like nothing better than provoke people and pick holes in what you have said. I find it best to ask the person with a question to contact you direct....or post the answer on your blog and put a link on the forum! At least you have control on editing / deleting troll-posts :-)

Alex

[Jonathan Maus]

Fixedgear,

I agree that being the "go to" person for quotes and insight is the key...but I don't think journos are being "lazy." The news biz is tough. They've got deadlines, low pay, lots of stress, and they're only human!

Alex,

Good point about forums. I've been wanting to do a big post on the pros/cons and differences between blogs and forums. I've heard the same thing from other people...forums tend to be a bit more dog-eat-dog, with someone always ready to discredit what you post.

Thanks for your comments!

[Guitar Ted]

Hmmm.....mostly, I agree. The exception would be that the customer is "always" right. There are times that a customer is not right. Are you going to enable them by agreeing? I guess that depends on the situation, but I have found that if you respectfully give them your point of view as an expert, that the customer most often will be rather gratefull. Often, this will be difficult, but you can gain alot of respect, and earn a lifetime customer by doing this. Pre-requisites are that you have to know your stuff, be sensitive, and pick your "battles" carefully. Sometimes the effort is not worth the results, especially if the customer is entrenched in thier beliefs, but the days of just "rolling over" for anything a customer demands, desires, or percieves they need have gone. Being "real" with your customers is where it's at today. It's hard work, but in the long run, it benefits both the company and the customer. That's my take.

[Tim Jackson- Masiguy]

Ted,

I'm with you man. I understand Jonathan's point as well. Both are valid and make up the landscape of how we do business these days.

Jon has been a proponent of transparency in business and I believe that one of those areas of transparency also lies in being honest with your customers. I frequently have, and still do, steer customers away from things that might make me more money, but would ultimately not benefit the customer or would potentially damage our long-term relationship. Sometimes a more expensive bike just isn't appropriate for a customer who only rides a few times a week for a few miles at a time, etc.

I think that honesty ("transparency") truly does go a long way towards developing a stronger and better relationship with customers. This can also work with the model of the media as well. I have a few very good media relationships that are built on very direct honest dialog- both ways. If they disagree or think I'm just spouting sales-speak, they'll bust my chops for it. Conversely, if I disagree with them or feel misrepresented, I am comfortable with telling them so. Honesty rocks! (Not that I'm implying that Jon was suggesting subterfuge- just expanding on Ted's comments.)

Tim Jackson
Brand Manager
Masi Bicycles

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