By Denise J. Herich Managing Director, Hill and Knowlton
Public Relations, Washington, DC
Just ask the software company that uses its great
product reviews as part of its Web cast invitations to prospects. Or the
network security firm that uses its national broadcast clip to its advantage
as a sales meeting leave-behind. Or the professional services firm that
uses its positive press mentions in an e-newsletter to prospects, as well
as in its online ads. Third party credibility can often be the critical
force that closes the sale, especially in today’s economy when competition
is fierce and corporate reputations are in question. Prospects want to
make sure the product or service is well received by others before diving
into the unknown.
The most effective strategic sales plans utilize all
marketing efforts, including outcomes from public relations efforts, as
part of their sales tool arsenal.
Here are seven tips for using past media hits
to help spur company sales:
1. Create a "Read the Reviews of the
[Company Product]" section for your Website.
Are your great product reviews collecting dust? Use them now, and make
an immediate impact when your customers visit your site. A reviews section
of your Website can house links, or abstracts with links and/or plain
text, to good product reviews. The “read the reviews” icon should
appear on the front page of the Website, as well as the online store area
of the site where the product is sold.
2. Use positive press in your company’s
e-newsletters or online ads.
Credibility is important when you’re embarking on a new advertising
or promotional campaign. It’s one way to separate your offering from
the hordes of “junk mail” jamming our inboxes every day. An
ad or e-newsletter infused with great press clips lessens the junk mail
syndrome and proves your company is a viable entity. These press mentions
might include a comparison between your product and those of your competitors,
which strengthens your ad. You may want to vary the type of press mentions
you include by adding a published by-lined article or published survey
in these pieces. This shows that your company not only receives good press
and reviews in general, but it acts as an educator to the industry and
the public.
3. Have reprints of positive press mentions
copied for your sales kits.
Outstanding media articles should be touted from the highest rooftops—and
certainly made into reprints for inclusion in your sales kits. Add a segment
called “[Your Company] in the News” to your sales CDs or to
your sales binders by 3-hole punching the reprints and dropping them in
the back. The last part of your sales kit should always contain the proof.
This is also a fantastic spot for published case studies where your customers
really do the talking for you. You can’t buy credibility like that—it’s
invaluable.
4. Frame your positive press reprints and hang them
in your offices.
When customers come to your offices, they’re looking everywhere for
signs that they’re making the right decision. Show them—and
your employees—that yours is the company to stay with for the long
haul.
5. Create a poster board of good press for
trade shows and other exhibits.
Create a professionally designed collage of positive articles and set
it on an easel while exhibiting at small shows. Mount another press collage
to your larger display as well. At trade shows, it’s you against
your competition in one big room. Arm yourself with heavy third-party
ammunition as you’re duking it out.
6. Share the happy news.
Share the good news of positive product reviews and articles with your
vendors, employees, current customers and prospects via a “just wanted
you to know” e-mail. Share the news of your successes with prospects
by including links to the articles, coupled with a special offer. The
powerful duo of incentive and proof can cause an upswing in a sales campaign.
Don’t forget your current customers, too! Get them excited about
buying your new product (or encouraging their friends to purchase your
latest offering) with the good news and incentive package as well. They’re
already believers: strengthen the bond.
7. Use quotes from good reviews and articles
in your direct mail pieces, print ads, or in any broadcast/radio commercials.
Don’t forget to share the good news in all your direct mail pieces
as well. For instance, on postcards promoting your product or service
to likely users, include a blurb from one of your positive press mentions
(as well as an incentive!) Show them that your company’s product
is a smart buy, and that it is written about by trusted experts. For print
advertising, use blurbs from media articles and attribute them as such.
And don’t forget about your media friends when doing radio commercials.
Now that I’ve outlined some suggestions—your
next step is to gain permissions from the media to use the links and reprints.
Your public relations firm can do this, or, you can call the reporter
or the publication’s business office directly. Either way—it’s
well worth it to showcase your positive publicity for use as a sales tool.
Denise J. Herich is Managing Director, Hill
and Knowlton Public Relations, Washington, DC
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