We recently got in this new product, a bmx-related machine for 9-14yr olds, which could be very popular w/a little bit of luck. We have been one of the first dealers in the country to stock this machine, and have, in our slow way, been advertising it and promoting it. Unfortunately we have this local (VERY local) competitor, who is totally snarky, and passed by the shop thee other day, and say one of the machines in our window. He took a good ole look at the machine, you can be sure of that. We called the manufacturer, and sure enough, he had been enquiring after opening an account. He has pulled this one on more than one occasion, and I believe with other local dealers as well. It’s fucking annoying, but I cannot do anything about it. The dealer’s product is new, and very innovative, I’d like to sell them, but possibly it will be a niche product, and such products can become very marginal, especially in a small, poor, sparsely populated area like where our shop is. We managed to get the manufacturer to fob him off for now, but he has managed to obtain a machine nevertheless, and we believe is trying to get christmas club orders together, then he’ll hit the manufacturers w/a big enough order that they won’t refuse. To counter this I need to put together a press release, so I can associate outr name w/this product, ie, I need to get a head start. What is your advice for writing a press-release I can fax to the local press, radio etc? I used to be good at this, but parenthood and asd has driven all analytical thought from my head. What should I put? What is the best way to word it, esp the introduction? HELP!!!1!
(btw a message here – yr a small business person? You like to deal honestly & devcently? Not everyone else does)
― Pashmina (Pashmina), Saturday, 2 August 2003 17:57 (twenty-two years ago)
I used to get such press releases all the time. I threw every single one of them away. I don't mean to discourage you, exactly, but the problem you're facing is that associating your business's name with a particular product is really a function of advertising, not news reporting.
That said, your best bet, and the tack I've seen used most often, is to pitch a story about the product itself, why it's new and exciting, how it represents some hot new trend, etc. Don't emphasize your business; sending the press release on business letterhead is enough. The release itself should talk about the product and about local groups or activities that might involve use of the product; offer to put a reporter in touch with product users, etc. Since it's a youth-related product, pitch that angle; local media are full of folks who are intimidated and confused by youth culture, but who are also under pressure from equally intimidated and confused bosses to have more youth-oriented content. The old "All the kids are doing it" line can be effective, especially if it's something the person you're pitching to has never heard of, because then they might feel stupid for never having heard of something all the kids are doing. Also, this sounds like it might be better aimed at broadcast than print media; bmx stuff looks cool on TV, and local stations are always looking for soft-news features with kids.
And don't mention your feud with the other business. Reporters aren't interested in getting caught in that kind of crossfire. Just don't mention the other business at all. If the reporter goes and finds them on his or her own, OK, you'll still get mentioned.
fwiw.
― JesseFox (JesseFox), Saturday, 2 August 2003 19:42 (twenty-two years ago)
Promo Goddess says:
If you have a niche product, don't bother with mass advertising; get to your niche. Look to local high school and college for sports/biking clubs; go do a presentation to them. Take along glossy brochures. Do a giveaway; work something out with local schools for a raffle where the school gets a portion of the proceeds and you give the bike away at a big event. Forget TV and radio. Go out and pinch your niche.
― Orbit (Orbit), Saturday, 2 August 2003 19:49 (twenty-two years ago)
Distribute anonymous handbills through letterboxes accusing the other bike shop owner of 'things'
― dave q, Saturday, 2 August 2003 20:26 (twenty-two years ago)
orbit is otm. if you can get together with another merchant who sells goods that appeal to a similar demographic (like an x-box or something) see if they want to go in on a co-promotion where you package the two items together. then you advertise a contest to give them away together, enterable at both your locations (even better if your partner business has multiple locations). You can advertise the contest with handbills.
― teeny (teeny), Sunday, 3 August 2003 03:13 (twenty-two years ago)