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On the Level with Neville: Marketing Your Shop – For Free!
Marketing your shop - for free! |
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Written by Neville MacKay
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I’ve been on television and radio shows all over Canada, on stages, in papers, and magazines. Did you ever wonder how I get to do all this? I know many of you think I rely solely on my winning smile and great body (thanks for that!), but know that I learned ages ago how to work with the media and place myself where I will get the most exposure. (Except that time in the early ’90s when I got a little “too” exposed . . . can’t talk about it!) Well, my little petals, let me tell you a thing or two on being a little more media savvy.
I’m known as an expert in my field in the media circuit here, so I get asked for opinions a lot. I learned a long time ago to be proactive when it comes to the media, offering opinions on topics readily, suggesting storylines, etc. I remember years ago when a young fellow called from the paper with a pitch for an ad in its Mother’s Day feature. I said, “Cool . . . you’ll need an article on flowers of course! Why don’t I provide you with all the information on what’s in and different trends. It won’t cost you a thing, and it’ll make for a great article!” He fell for it! I was quoted all through the feature, and got a lot of free publicity at the same time.
Never back down when a reporter comes to your store. (I always try to keep an extra shirt at work and some makeup for the shine!) I see so many people that have huge mouths suddenly get shy in front of a camera or a journalist and it makes me crazy. I know it can be terrifying, but get over it! The first few times I did television I would sweat and fuss for days before. Then on air, I would shake and stutter. But when the time came again to get back in front of that camera, I went back for more! Don’t get me wrong, I still shake and stutter, but I have medication to control that now. I couldn’t do a show unless there was a table to stand behind, so I could stand on one leg. One leg shook so bad I jiggled all over like jello! Not pretty!
Information tells, but a story sells. That’s pretty much the most important thing to remember when trying to get noticed by the media. Journalists get a lot of “pitches” in a day, and are stressed to get deadlines met, so they love a good story. Always think of a story idea before you call them. If you have to e-mail a release, keep it short with a catchy opening line, and never use attachments as they rarely get opened. Don’t forget to follow it up with a phone call. Think of the emotions attached to what you are trying to pitch. A story about a new coloured carnation won’t whip a journalist into a frenzy, but if that new carnation was grown using eco-friendly methods, now you’ve caught that journalist’s attention. (“Can a carnation help save the planet?” is an eye-catcher of an opening!) Be careful not to make your idea seem like an ad for your store or they’ll send you straight to the advertising department!
Now, we in the floral industry have an advantage over many retailers. You see, so many reporters get “stuff” from people who want to be featured, and a lot of it goes into the garbage, is eaten or disappears in a purse to go home. The reporter forgets your story idea, especially if it’s not featured on the same day. Flowers, on the other hand, stay around, create a buzz, and aren’t so easily forgotten. If you don’t succeed the first time, it plants the seed, so to speak, for the next time. When we do our own flower promotion week at my shop, I send a mug o’ flowers out with a note about the promotion to the newsroom. I get good response from it, providing there isn’t something big happening in the world that trumps a “feel good” story. There’s a saying in the media: “If it bleeds, it leads!” and this refers to the intensity of a story and its value.
Finally, reporters feed off emotion, so when you get a call about the terrible prices you charge for roses compared to the local grocery store, be polite, not bitchy. If you turn sour on a reporter, they’ll wear it like a new scarf and will dig even more! There are trigger words that are used to get a rise from someone, so be careful and watch for them. (In the case of the rose prices, things like “rip-off” and “gouge” will stir most of us!) Take a deep breath and smile, but tell your story. (Quality and fair prices for the farms make for great rebuttals.)
We sell emotion through our flowers, and flowers always tell a story, so I know you can get your story out there. Sell the love and beauty of flowers!
Neville owns and operates My Mother’s Bloomers in Halifax and lives close to Peggy’s Cove with his partner, David, three cats and an overgrown garden. For more info on Neville or to book him for a show or talk, check out www.mymothersbloomers.com .
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