Simple tips to help promote your organization

You can promote your organization or business in a variety of different ways. Some methods can be high in cost, but take less time out of your day. Some are moderate in both cost and time and finally other initiatives are low in cost but take more time to implement. Not every technique will work for every organization and sometimes it takes a little while to figure out what works best for you. This article will cover branding, networking, organizations, using the media, developing partnerships and alliances and communication with your customer base.

As was mentioned in February’s article, branding is your organization’s representation in a variety of formats. Whether it be a web site, letterhead, brochure or business card, you want to make sure that all relevant information is on your business materials and kept up to date. Your business card therefore should contain your organization’s logo, tag line, your name and contact information, email address and web site address. In some cases you might want to have your business’ services on the back of your card to maximize the effectiveness of your message. As your business materials get passed out at events you are effectively promoting your organization.

Networking is a great way to build strong relationships with other businesses. There are a variety of types of networking groups and each type will yield a different audience. You can find networking groups through your local chamber of commerce and other business organizations in the city you want to do business in. Some groups will require you to be a member to attend their events, and other groups will allow you to attend for a minimally higher cost if you aren’t a member. The question is how to find the right group or groups that meet your marketing needs. I believe that this takes some research into the different groups that are available to you, as well as some trial and error by attending events consistently for a period of 6 months or more. I have found that attending networking events is very much like doing newspaper advertising, in that people require several introductions to you and your organization before they remember you and what you do. Repetition and consistency is key and therefore going to a networking event here and there will not give you the same return on investment as if you attend consistently every month.

Depending on your organization it might be of benefit to you to become a member of a local business organization or perhaps an organization specifically geared toward your business. Being a member in an organization usually gets you a listing on their web site and possibly a listing in their printed contact list that gets distributed to all members of that organization. In some cases organizations have their own printed or online magazine or newsletter. If you ask you might be able to get a profile written about you in the next issue that goes out. Organizations sometimes hold tradeshows or other events where you can showcase your business to other members and perhaps non-members depending on the event. You will want to be affiliated with a few organizations in the city that you want to do business with because it shows that your business is active in their community.

The media is the next area where you can find assistance in getting your organization promoted. Local newspapers like to receive press releases about how you are contributing to the community and the successes you have experienced. The stories that offer up advice or possibly a free offering tend to get printed more often but there is never any harm in submitting press releases to the media and seeing what happens. When you submit a press release you will want to be sure that you check in the necessary papers so that you can catch when your story has been published. You will want to save these clippings and possibly have them on display somewhere at your office location. As well, even if a press release is not published, you can always publish it on your own web site so your efforts are not in vain either way. Sometimes a press release can spark some interest and in turn you might be interviewed for a full story. It is highly recommended to keep the media in the loop of what you’re up to. Before starting to submit press releases to the local newspapers, be sure to research how to write an effective press release, as the newspapers look for quality submissions that adhere to the rules. Media doesn’t necessarily mean newspapers. Don’t forget that you can submit articles to relevant magazines, volunteer to write a column every month in an electronic newsletter or magazine (e-zine), or even pitch an idea to a radio station for a weekly 1 minute segment on relevant topics to their listeners.

Everyone has heard that there is strength in numbers. This rule also applies to business. Your organization could form a partnership or alliance with another business to market a product or service that together you can provide. Partnerships or alliances don’t have to involve two like-minded companies joining forces. A partnership could be as easy as an organization that needs graphic design and printing services however doesn’t have enough funding. They could partner with a graphic designer and offer them advertising space on their business materials and have the graphic designer’s business cards in their office at the front desk. In this kind of alliance or partnership the organization gets their print materials, and the graphic designer gains added exposure.

Lastly I would like to cover a simple technique which involves your organization communicating consistently with your customer base. Communication can include everything from sending out a quarterly newsletter to having an e-zine go out through email. Naturally the printed newsletter is more costly and therefore many organizations have switched to emailing out newsletters or e-zines quarterly or monthly. How does this promote your business? Well even though you already have a customer base you want to be sure that you continue to impress your current customers and keep your business on their mind when they speak with others. A word to the wise though when you’re just starting out writing newsletters make sure you can commit to writing them as often as you say you will. If you are unsure that you can write a monthly newsletter, write the newsletter quarterly first and then see if there is enough news to report on to merit a monthly one. Remember you want to dispense quality information, not quantity. When you are distributing the newsletter as an email, ensure you are respectful of your customer base and have a way for them to contact you to be removed from the email list. This is mandated by the privacy laws and is a matter of common courtesy. As well, once the newsletter has been distributed you can again post it on your web site for other people to review as they go through your site.

Branding, networking, organizations, the media, partnerships & alliances, and communicating with your customer base are only a few simple techniques that can prove quite helpful in promoting your organization. All you need to do is try them out and see which ones are the most effective for your business. Continue using the ones that work and you’ll be sure to see improvement in your organization’s exposure in the community that you do business in.

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By Tanya Riemann
Tanya is the founder of Platypi Designs, a web design and
development firm in Guelph Ontario.