- Conduct demonstrations, classes, and workshops. A restaurant’s chef can teach a cooking class for a continuing education program or for a department store or cooking supply store.
- Speak at conferences and for professional associations. Join your local chapter of the National Speakers Association and register with speakers bureaus. Publicize your speaking engagements.
- Hold contests.
- Write articles for newspapers, periodicals, and professional journals.
- List yourself as an expert (e.g., in Radio-TV Interview Report; the Yearbook of Experts, Authorities, and Spokespersons; Broadcast Interview Source, Inc.; ProfNet). Connect with journalists (HARO— Help a Reporter Out). Post your press releases on PR distribution sites (PressReleasePoint, PitchEngine, PR Newswire, PRWeb, etc.).
- Host a local radio or television show on your area of expertise, or be a guest on one.
- Network online and offline (in professional associations, conferences, trade shows, benchmarking groups, chambers of commerce and popular social media channels).
- Publish newsletters (online or offline).
- Write a book.
- Hire a publicist.
- Maintain relationships with the press.
- Get involved in civic organizations.
- Donate money to local charities, especially complementary causes.
- Volunteer to judge competitions.
- Wear branded shirts and other clothing.
- Cross-promote with complementary or nearby businesses.
- Give away insignia merchandise (featuring your business’s name, logo, tagline, and contact information).
- Write letters to new residents introducing them to your business (perhaps offering them a free or reduced-price trial).
- Script your customer service and tech support people to cross-sell and upsell products and services as appropriate. Be careful not to over-incent people. They should only cross-sell/upsell in the most helpful way as appropriate.)
- Include your brand identity and website address in your email signature.
Excerpted from Brand Aid, second edition. © 2015 Brad VanAuken.
Order your copy of Brand Aid here.
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