By Carol Waddel
Brian worked many years as a fast order cook, then as a senior chef at an expensive restaurant. From the very beginning, his dream was to own his own restaurant. It took many years of saving and setbacks, but the day finally came when Brian's Great Food was set to open.
Fortunately, Brian had developed a bit of a following. Lots of people had enjoyed his steaks, lobster and homemade bread. "All I need is one big, attention-getting ad," he told his wife. "Then I'll be on my way."
On opening day, Brian paid his entire start-up ad budget to get a radio remote. The city's top-rated morning team did their entire show from his new dining room. Business was great for a few days, then the customers trickled off. That was too bad because Brian's ad budget was shot.
A month later, Brian happened to run into a producer from another radio station. "Hey, my guys would come over to your place and spend an hour live on the air if you give them all free breakfast," the producer said.
Brian couldn't believe it. "It's that simple?"
This story isn't at all unusual. Many, many times big media outlets give free publicity to businesses that trade them objects or services of value. It can be something that TV, radio, or newspapers can give away as a prize like a trip, bicycle or free house cleaning. It can also be something special for DJs, reporters or production staff to enjoy.
Try taking a fresh pie or a box of donuts to your favorite radio station. Tell the receptionist you want to give it to the on-air personality yourself. Come as a fan, but be sure to give your business a plug. Don't be surprised if the personality picks up the ball and runs with it, asking you on-the-air about what you do, what services/products you provide and how listeners can contact you.
Most web owners and e-zine editors are also happy to consider worthwhile trades or valuable favors.
Some larger newspapers prohibit their reporters and editors from accepting gifts, but those situations are exceptions. Try this simple secret for getting FREE media publicity. And don't be surprised if you turn a box of donuts into $1,000 worth of high-profile advertising.
Carol Wadell, The WorkShop, provides Media Directories on CD-ROM. Your source for more than 10,000 newspapers, 3,000 magazines and 2,000 e-zines. All Magazines and E-zines are categorized, making it easy to target your market. Database directories allow you to sort and report the information in a way that works best for you.
Visit Carol's website at: http://www.WorkShopInc.com or email her: mme@workshopinc.com
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