How to use publicity to increase sales

The first thing you probably thought I was going to say was creating a series of articles, or press releases, right? Wrong.

The most profitable way to increase sales is to develop an in-house publicity programemail marketing designed for your current clients/customers. Most publicity professionals will have these in-house programs for their pr clients. Sounds simple, but this is one of the most overlooked areas of publicity. Think about it. Just because you have a customer base, or just sold that new account, doesn’t mean they will continue buying your service or products. Many other competitors are constantly after your customers. The best way to retain and grow your sales is with your existing customers. This should be part of your company’s pr marketing strategy. Whether you are a local orange county publicity company, or a national hardware store, this is something all companies should practice.

Here are a few tips:

• Develop a follow up program. When a customer purchases a service or product, be sure to contact them within a week after the purchase to see if everything is ok. You may find that this can be very rewarding. You might find that the delivery was delayed, or the product was not working properly or had some problems when arrived. When you follow up the customer feels that they are important and will be confident in purchasing more from your company.

• Thank you note. Again, this is not brain surgery, but how often do you receive any thank you notes from a company that you made a purchase? If you did, you probably would consider them more often than their competitor. Thank you notes, or thank you emails are very powerful publicity  gestures.

• Send a gift that relates to their industry. Depending on the purchases, one example would be a book. There are dozens of books on all business situations. Consider something that deals with communication, leadership or customer service. Or a bio on a leader in their industry. Make sure you include a short note with the gift telling them “thank you” for purchasing your product/service.

• eNewsletters. I have written about this several times on how a company newsletter is a sure way to keep your name in front of existing customers. It is good practice to mention these good customers in your newsletter, but make sure they are willing to be recognized as doing business with your company. Some customers prefer to not have others know whom they do business with.

If you company needs an in-house publicity program, call George Carson at Carson Marketing, 949-477-9400. He will show you how to retain and increase sales with a publicity program.