The number one goal behind marketing is awareness, yet for some reason, the tactics to create public awareness of a business often get pushed to the back of the priority list, along with the owner’s lunch break and returning unimportant phone calls. If you’re a business owner nodding your head in familiarity to the previous statement, you also know you are doing yourself a disservice by not making others aware of your business. You know, as well as anyone – business owner or not, the bottom line expands by others knowing your business exists.

You may have invested time and energy into other business strategies that did not produce the desired results. Most likely, this is because no one knew who the heck you were and why you mattered. So, how do you make people AWARE of your business, let them know WHO you are, and tell them WHY you matter? Like it or not, you need to get into the media.

Despite which news channel you follow and the devilish-perception sometimes created around the all-mighty media, you need to remember “it” (collectively) is mighty for a reason. Media has the power of public awareness. With the right pitch and angle, they are willing to share that power with you through a 30 second spot, three minute demonstration, or half hour interview.

The public will become aware of your business and seek more information about it. They will go to your website and find you on Facebook. They will chat with their colleagues about the interesting spot they saw on the morning show or how they heard of this company that does [insert what you do]! Sooner than later, this awareness manifests more awareness, leading to sales and revenue. Coming from a marketing company, trust us when we say, if you get into the media and look good doing it, your title of “business owner” to “the owner of a successful business,” will change by the airing of tomorrow morning’s news.

Do you want to get yourself or your business into the media? Are you confused about how to start or where to start? Once you land a media placement, are you ready to be interviewed or appear on TV? If your answer to any of these questions was, “no,” then pencil in the Media and PR Bootcamp for Saturday, December 8th, 2012!

The complete list of details of the First Media and PR Bootcamp will be posted in less than a week. For now, know that it will be a half day workshop on Saturday, December 8th and it surely is something you don’t want to miss! Stay tuned and please email Jen Cohen Crompton to be added to the list!

Most businesses have a social media presence, but have reservations toward the newer fads because they can take a lot of dedication, time, and resources, so it’s no surprise that most companies are refraining from creating Pinterest accounts, especially since most of the content appears to be pink, fluffy, or Tiffany engagement rings.

However, the virtual pinboard should not be overlooked for marketing use by businesses. It can be a great tool to display products, increase consumer engagement, host marketing campaigns, and build brand identity.

Here are five ways big brands are pinning, proving there is a point of Pinterest, after all:

1.) Southwest Airlines
It might seem like airplanes and pinning are a flighty pair, but Southwest Airlines offers useful advice with their “Tips for Travel” board, showing they care about providing an overall positive experience for their frequent flyers, going back to the idea of customer satisfaction.

2.) Whole Foods
It might be obvious that a food-focused company would pin, well, food, but Whole Foods Market offers healthy recipes to their followers while promoting their premium products, so both parties get the good end of the carrot stick.

3.) West Elm
Visually-based industries, such as art or design, benefit the most from this platform. While providing decoration ideas, West Elm furniture store is able to use product placement effortlessly to show followers where and how they can use the company decor in their own home.

4.) Mashable
Despite Mashable being one of the biggest independent news communities, they create visual representations of their information, displaying
infographics, tech-savvy products, and other interests for the “Connected Generation.”

5.) American Heart Association
Many organizations are using Pinterest as a way to promote campaigns or advocate their beliefs. The American Heart Association is one unexpected pinner, offering heart-healthy tips, how people can make a difference, and “heartfelt stories,” adding a personal, story-telling strategy engage followers and increase awareness.

This is just a glimpse of how businesses can use Pinterest, but with strategy and creativity, brands are proving it can be worth it to jump on board…that is the pin.

For one, a small to medium business may not have the money or proper equipment for
the production of a YouTube campaign. They look at those created by popular
company-giants such as Dove and Coco Cola and think they can’t keep up. This may
be true, but the good news is…no one expects you to keep up.

Videos are the richest communication medium second to being face-to-face. They are
able to convey feeling and personality, and require the least amount of work from
viewers (consumers are lazy, you know this!). Within 30 seconds, you can inform and
entertain your audience, peak their interest, and drive them to perform the action you
want from them. Budget and production quality aside, there are plenty of simple, yet
creative ways to use YouTube to get your small business into motion. And we’re rolling…

5 ways YOU can use YouTube

1.) Show the love
If your business is a service, asking clients to describe their experience with you is a
great way to promote yourself. Get a few friendly faces on camera giving brief examples
of what your company was able to do for them. This allows others to see you are a
trustworthy business and put value in your customers.

2.) Make history
Literally. Make a brief video with the president, founder, or CEO of the company taking
the audience back to its humble beginnings. Include footage or pictures from the past to
show the evolution of success. Remember, we’re all suckers for the old “pull yourself up
by the boot straps” tale.

3.) Behind the scenes
Maybe it’s just because we’re a nosey society, but we’re fascinated by the people
behind a brand. Show clips of company rituals: prank pulling, dance-party fridays,
community service projects, pets visiting the office. This gives you personality and is
able to allow your audience to identify with the company employees, making them more
inclined to be loyal to you rather than other business that are just a name and logo. Be
careful not to get too personal- bathroom breaks, unauthorized eating contests, hidden
camera clips or anything else that’s creepy.

4.) Find your Future
Are you hiring? If so, videos can be a great way to engage potential employees. Think
about it: wouldn’t you be more enthused to apply for a job if a smiling employee was
asking for your resume as opposed to an old-school scanned black and white?

5.) The old ‘How-To’
Instructional and demonstrative videos are compelling because they benefit the viewer.
Just as this blog is providing you with knowledge on how to use YouTube (we hope,)
make “Three easy steps how to…”, or “Ways to…” videos. You will stand out among
other companies because you’re helping viewers, having their best interest in mind.

Remember: Be transparent, keep it simple, reference back to your other sites, and most
importantly, use new media to your advantage!