Okay, so your business has been featured by a national newspaper. You’ve also been invited to write a regular column for an e-newsletter. You’ve also been invited to a radio show that wants your opinion regarding your industry’s issues. You’ve also gotten great reviews on an industry magazine. Likewise, you’ve been invited to a television show to air your opinion and plug-in your business.  Give yourself a pat-on-the-back for a job well done on your publicity efforts. So, what now?

The next logical step is to turn this momentum into a public relations campaign. What’s more is that you can use this campaign to generate more sales and remind existing customers that they’ve made the right choice.

Making an Impression on Existing Customers

If you’ve ever been impressed at a framed newspaper clipping or review of a restaurant you regularly dine in, then you definitely know the value of how media attention can remind current customers that they have made the right choice. These framed reviews showcase that when it comes to repeat customers like you, the restaurant has the skills and talent to be able to cater to your needs.

Moreover, these articles might also feature some services that the restaurant has that you didn’t even know existed. They might include some business meeting catering services or party catering services. Those framed newspaper clippings might also even allow you to consider them catering for your next business review meeting. Now, that’s an up-sell opportunity!

This is one way of how media exposure can be used to improve your business profile and credibility among existing customers. Let’s now look at other ways at how this media coverage can be converted into potential sales.

• Make the coverage known to your existing customers. You can do this by sending materials to your customers that will inform them that a magazine, a TV show, or a radio program has just given your business the thumbs-up sign. One recent example that I can give is that an insurance company sent out postcards to all their customers mentioning that a business magazine ranked them as the top insurance provider of the industry.

• Proudly display the press coverage. Like the example of the restaurant above, you can also frame these articles and display them in a part of your store or office that’s easily noticeable and readable by customers. You can also have videos of your TV interview play at the television in your reception area. This can be great conversation starters between you and your customers; and will allow you to easily plug-in other products or services in the meet.

• Send out details of the upcoming media coverage to your customers in advance. Tell your customers to watch your appearance on TV, tune it to the radio show, or get a copy of the magazine that you were featured in. Doing this will make them more aware that you’re getting a strategic foothold in the industry; which in turn can make you their provider of choice.

• Tie the media coverage to a promotion to increase sales. As an example, you can offer to give a discount on products or services to customers who can bring clippings of the newspaper of magazine articles.