Generate Local Market Publicity

Transcription

1 Generate Local Market Publicity

2 Bowling centers and proprietors actually have opportunities and forums beyond traditional advertising and networking -- and can learn to be their own best promoters.

3 "Public relations" is simply accurate, consistent and timely communications that convey the right message to the right audience. To a bowling center, it is essential to establish and maintain public image!

4 Why Generate Publicity? Promoting your center is simply smart investment. You get more audience attention with editorial coverage. It is free! It is more credible. You can sell products through publicity. Publicity can even generate revenue, make money for you. You increase your center s credibility. Publicity can help you rise above your competition.

5 Never be intimidated by reporters. Reporters may need you and what you have to say about business & bowling.

6 Media Act Like They Don t Care! A reporter isn't interested in helping you make money or driving visitors to your center. Look for a story of interest to readers Want kudos from their editor/publisher Seek info that will help craft a good story

7 Who Cares About Your Publicity? Local Media Employees & Neighbors Competitors & Community Vendors/Suppliers Customers & Prospects

8 Journalists Look for Stories 98% of journalists go online daily 92% for article research 81% to do searching 76% to find new sources, experts 73% to find press releases 100% search for unique stories

9 Think of Unique Angles Like Mohammed Ali Underwater

10 Think of Unique Angles White House Lane

11 How to Identify a Story? What do you and your center: Know Offer Market Provide the community Understand Do better than anyone else

12 Bowling Center Publicity Events held at center Center Sponsoring events in the Community Human Interest Stories Facility stories Problem/Solution Stories Testing new concepts or products Opinion letters to editor Award received Center anniversary

13 Areas Centers Can Leverage for Publicity Write article about the results of a customer survey Top ten list about something in your business Annual best award Surprising facts about your bowling center Piggyback off a national story Tie your business in with holidays or special days. Rags-to-riches story about yourself - human interest Be first to do something

14 Areas Centers Can Leverage for Publicity Host a "Kids are the Boss Day!" Hand your business over to one of your employee's children for the day Run a "silliest thing" or "dumb mistakes" contest with your customers Sponsor a local community service project One-of-a-kind customer appreciation theme party Do you have an overachieving bowling customer Take on the sacred cows of your industry and challenge them

15 Areas Centers Can Leverage for Publicity Close your center for a day and have your staff do a day of charity work Center survived a tragic incident (like the recession) and made it through with flying colors Why did you start your business? Prove a myth or stereotype in your industry wrong like league bowling is declining or how non-smoking has introduced new customers to bowling

16 GREAT PROPRIETOR PUBLICITY

17 Deborah Fleck: Bowling, disco unite at Junior Achievement fundraiser 12:00 AM CDT on Sunday, May 16, 2010 AMF Irving Bowl for a cure The folks at Maple Family Centers bowling alleys continue their support of worthy causes on Sunday, May 23 with Bowling for a Cure from 3 to 6 p.m. at JIB Lanes, Parsons Boulevard in the Electchester section of Flushing. Bowling event to raise funds for police Explorers Post The third annual bowling tournament to raise money for the Bowie Police Department's Explorers Post 1916 is scheduled from noon to 4 p.m. on Saturday at the Crofton Bowling Center, 2115 Priest Bridge Road, Crofton. Maryland Newspapers

18 Sanford High School teams raising funds for 'Odyssey' world championship. A "Rock and Glow" bowling event will take place at the Bowl-A-Rama at 1217 Main St. Sanford News, ME (Candlepin Center) Big Gobler bowling hopes feed 1,500 homeless LAKE FOREST For Treesa Spencer Thanksgiving doesn't exist unless she's feeding those who are less fortunate. Two years ago the 66-year-old Lake Forest woman cried when she watched a news program that showed homeless waiting for food at a soup kitchen only to find a sign on a closed door saying everything was gone. Orange County Register Forest Lanes Bowlers raise funds to fight Alzheimer s By DAVID STEFFEN, Staff Writer Patricia Schroeder, of Mexicali, strung up her bowling shoes Monday at Brunswick Zone XL bowling alley in El Centro to bowl her best and cheer on her team.

19 Father, son strike it rich at Rockaway Lanes Published: Sunday, February 07, 2010, 6:39 AM Bowling alley undergoes renovations Bowling Event to Raise Money for Susan G. Komen Phoenix June 29, 2009 Published By Editor Phoenix AMF Bowling Centers Invite the Community to Bowl for the Cure Phoenix, AZ On Saturday, July 18, six Phoenix AMF Bowling Centers will hold a Bowl for the Cure day to raise money and awareness for Susan G. Komen, Phoenix.

20 Steps for Success Create an list of community editors, reporters and freelance news writers Review your scheduled list of events to determine where you can leverage your center Prepare releases about 1-2 weeks in advance or right after events Submit releases Inquire if release was received REPEAT!

21 Measuring Value Advertising value equivalency" (AVE) AVE assesses the value of a publicity by weighing it against the cost of related advertising space. The dollar figure is based on the rate card.

22 Dos & Don ts With the Media Dos with the media Do send your release to a specific editor. Address by name to the person most interested in your news. Do send your release to different media outlets. Radio stations make good targets, especially talk radio formats. Send releases to TV stations if news involves a visual. Do follow up with a call. Editors generally accept a courtesy phone call to inquire about receipt of a release or have questions about it. Don ts with the media Don't send release to more than one editor at a single outlet. If you don't get a response, write a new one and send it to another editor at the paper. Don't send your release to every media outlet in town, regardless of their focus. Don't pressure the editor to commit to a story or ask when "your story" will be running. "I just wanted to see if you had any questions" and "thank you very much" are all you need to say.

23 Writing a Release Is your news "newsworthy?" Do not try to make a sale. Provide the who, what, where, when and why only useful information about your center, service or event. If it reads like an ad, rewrite it. Start strong. Your headline and first paragraph should tell the story. The rest of your press release should provide the detail. You have seconds to grab your readers' attention. Do not blow it with a weak opening.

24 Headlines to Consider Fund Raising Announcement Taking a Strike at Cancer (city/town) Center Hosts Bowl for the Cure Event

25 Headlines to Consider National Bowling Week National Bowling Week Celebration Comes to City/Town

26 Headlines to Consider World Record Day (Town) Invited to Help Set a World Record

27 Headlines to Consider Free Game Day (your center) Celebrates National Bowling Week with a Free Game on August 7

28 Headlines to Consider Renovation Reset! XYZ Lanes Steps up its Games with $XX Renovation

29 Headlines to Consider New High School Program Knowing Their Roll Students Form Varsity Bowling Team at xxx High School

30 Headlines to Consider New Youth Development Program Pin Prodigies (town/city) Center Introduces Bowling Youth Development Program

31 Headlines to Consider LTB Clinic by TEAM USA Stars & Strikes! TEAM USA (player name) to Lead Clinic at Local Bowling Center

32 Headlines to Consider Local/Regional Tournament PBA Rolls into (city) for (Tournament Name)

33 More Tips Write for the Media. On occasion, outlets, especially online media, will pick up your PR and run it with little or no modification. Write as you think it would run. Not everything is news. Answer the question, "Why should anyone care?" and make sure your announcement has some news value such as timeliness, uniqueness or something truly unusual. Avoid clichés such as "customers save money" or "great customer service." Focus on the news item that truly set you apart from everyone else.

34 More Tips Does your press release illustrate? What benefits can be expected? Use real life examples to powerfully communicate the benefits free game, educating students, raising money, etc. Stick to the facts. Tell the truth. Avoid fluff, embellishments and exaggerations. Journalists are naturally skeptical. If your story sounds too good to be true, you are probably hurting your own credibility. Even if it is true, you may want to tone it down a bit. Pick an angle. Try to make your press release timely. Tie your news to current events or social issues if possible. Make sure that your story has a good news hook.

35 More Tips Use active, not passive voice. Economics of words. Beware of jargon. Avoid the hype. Ask permission.

36 About your company Your press release should end with a short paragraph (company boilerplate) that describes your company, products, service and a short company history.

37 Mixed case. NEVER SUBMIT A PRESS RELEASE IN ALL UPPER CASE LETTERS. Correct grammar usage. Always follow rules of grammar and style. Errors in grammar and style affect your credibility.

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39 Identify opportunities Develop relationships Practice writing stories Tell your story Build your brand

40 BEST OF LUCK IMPLEMENTING SUCCESSFUL PUBLICITY PROGRAMS