Great media exposure, including this feel-good Mother’s Day story filmed at Ashland Addison Florist Company in Chicago, can help build credibility, awareness and sales. It can also act as “evergreen content” for your website and social media spaces, according to Edward Yang, managing partner at Firecracker PR.
To jumpstart sales and build credibility in your community, step in front of a TV news camera.
That’s according to Edward Yang, managing partner at Firecracker PR and a contributing writing at Entrepreneur.com, who argues that, for many businesses public relations is more effective (and cheaper) than advertising.
“The big difference between public relations and advertising is that PR takes a lot more effort, thus it is often referred to in the marketing industry as ‘earned media,’” he explained. “Anyone can conduct public relations if they have the time, the know-how and the persistence. It is the great equalizer that can put you on par with the companies that spend millions on ads.”
Many florists leveraged the power of PR last week in the days before Mother’s Day (when the media was naturally interested in stories about the holiday), and some of those success stories offer lessons other business owners can use year-round (hint, hint: Why not send out a press release soon about summer wedding trends or tips on the best July 4 party décor?)
Among the sales-savvy PR stories and messages from Mother’s Day:
“We can make your life easy.” When a local Fox news crew came to McNamara Florist in Indianapolis on May 7 for a “last-minute” story, Toomie Farris cheerfully reminded viewers who may have procrastinated, “It’s not too late . You’ve still got today and tomorrow.” Farris went on to talk enthusiastically about the shop’s selection of cut flowers and plants, including a collection of terrariums. “There’s lots of options ready to go,” he said, speaking again to those time-crunched customers. “All at different price points.”
“We’re local — and we care about our community.” PR can also help remind customers of your local roots and involvment. That’s what happened in Chicago, when Ashland Addison Florist Company participated in a touching Mother’s Day story about a young boy with cancer. (The boy’s mother, Liz Teasley, is a store customer.) The shop was the setting for a story about the family’s difficult year — and happy holiday. Remember, “successful pitching of the media is driven primarily by how interesting you make your idea to them,” Yang said. “Don’t sell your product, sell a story. Pique their interest and half the battle is won.”
“We’re the professionals, and we’ll handle your order with care.” When Andy Hill of Beaverton Florists in Beaverton, Oregon, talked to a reporter from a local Fox affiliate, he was every bit the professional, detailing the shop’s long history and and busy Mother’s Day season (all with a smile and a can-do spirit). “You hit the ground running at five, six in the morning,” he said. “So, it’s an 11-, 12-, 13-hour day.” The image of the hardworking florist will likely stay with viewers. In fact, PR is a “powerful way to enhance your credibility in the eyes of your prospects and customers, and once that credibility is achieved, it is very difficult for your competitors to overcome,” according to Yang.
Find out more about turning PR into sales opportunities.
SAF members have access to a host of free tips, including info on generating ideas, pitching to the press and prepping for the interview, at safnow.org.
