Building a business is hard, and if you're new to entrepreneurship, it can be difficult to learn on the go. There are so many aspects to think about and while you might have your head down building the best business you can, it's crucial to look up and ask yourself "once I build it, will they come?" The truth is getting them in the door also takes a lot of work. One crucial aspect of attracting the press and customers your young business needs is PR and Marketing. It's what helps you build your brand, drive awareness and gets people in the door shopping. However, the challenge for many Makers is that PR is just plain hard.
For a new business, those initial sales are critical. A strong marketing campaign will help and today we're going to touch on the importance of Public Relations. PR is something that everyone knows they need, yet few know how to successfully go about it. It's a skill that includes reading relevant news daily, making relationships and creating strong content that attracts reporters and consumers. One of our Grommet Makers, Michelle Isrow from Undercover Tape, has a natural knack for attracting press to her product. When I first spoke with Michelle, I was surprised and thrilled to see that Undercover Tape had been featured in high level publications like Real Simple and Daily Candy. She went on to describe all the hard work she put into getting those press hits and we're sharing many of her tips here today. Read more below for our conversation about PR for new businesses.
Michelle and Michele, Co-Founders of Undercover Tape
You were lucky enough to earn high level coverage on your own. That is no easy feat. How did you do it?
My business partner, Michelle and I are proud of the press we've received. It's been a lot of hard work and persistence. I began my PR journey with the help of a good friend named Google. Parents are the biggest customer base for us, so I scoured the web for sites that I thought would attract these moms and dads. I searched for editors contact info and sometimes I had to correspond with several people before I was put in touch with the right person. I then sent emails weekly until I received a response. Some said they didn't have a meaningful spot for us and others asked to contact them at a later date. I kept a log book of all these publications that I'd spoken with and a calendar so I knew when to follow up again. When I was lucky enough to receive a sample request from them, I made sure that I didn't just throw one in a bag and send. I made the presentation perfect so they would be as impressed as possible. After 6 months of persistence, I was able to land Real Simple. Daily Candy was a bit easier and took about 2 months to finally ink a piece on Undercover Tape.
Once the press was live, what benefits did you see? Increased sales or web traffic? Were they immediate results or more long-term?
Once the press was live, we did see many benefits including sales, retail inquiries, general customer inquiries and increased website traffic. We're happy to share any and all knowledge we have with other entrepreneurs who are just starting out. We see the key as not just one press hit here and there, but to keep it going, which isn't easy. We aren't using a PR agency or representative, so that makes things harder as we don't have those relationships already, but are building them as we go.