If you want to get local media coverage, link your franchisees and branches with their local media. An essential step is to make sure they know one another. Surprisingly enough, many local franchisees are "anonymous" to their local press.

Start by creating a media list based upon basic geographical parameters. Include daily and weekly newspapers, business journals, trade magazines, as well as radio and television - essentially any local media outlet that may have an interest in your specific franchisee locations.

After the media list is developed, we suggest reviewing it with the local franchisee to see if they have any insight. Then call each media outlet to confirm the appropriateness of your news for them and to whom it should be sent. Journalists and editors want local news about local businesses and people, so don't be afraid to call them. A brief, succinct phone call goes a long way.

Reminder: Every press release should include a local contact name. If your franchisee or distributor actually lives in the community, make sure to note it. Local editors especially like to write about a company if they can also reference a local resident.

 

The media experts at eNR, who track the coverage for every press release they issue throughout the country, have selected five news categories proven to attract the attention of local editors.

1. Employee Recognition - Acknowledging outstanding employees for their good work, customer service, and value to the company reflects positively upon your business as a whole. Recognizing that employee within the community further supports internal employee retention efforts.

2. Company Awards - Whether your business has earned an industry honor or a corporate award, take advantage of this opportunity to accept the accolades publicly.

3. Charity/Community Involvement - What better way to promote your business than through its charitable sponsorships? Reinforce your commitment to community service while growing your neighborhood connections.

4. Events - Discounts, demo-days, and other events spotlight your business and demonstrate a spirited approach to maintaining active business relationships.

5. Grand Openings - Remember, your business is a new member of the community. Announcing its presence is the first step in beginning a positive relationship with your local market.

We are on the brink of a Neighborhood Marketing revolution - the best is yet to come. For example, Pepsi is shifting its marketing dollars, moving away from mass media and selecting niche Neighborhood Marketing and speaking to customers in their neighborhood vernacular. Wal-Mart reported a drastic shift, allocating their marketing budget away from mass media into other advertising mediums. McDonald's announced that it would reduce its mass media advertising budget by 50 percent. The wave of Neighborhood Marketing is finally catching on in a grand scale.

So what happens when businesses take all that money and invest it inside the four walls of their stores and in their neighborhoods? An amazing thing: sales rise, expenses are managed, profits grow, business flourishes. Visit www.powermarketingacademy.com to learn more.