Here are some key questions to answer that are relevant to even the smallest business looking to promote itself:
· What is the key marketing message that you want to get across? To strengthen your description and the marketing message it conveys, you need to be really clear and specific in what you want to say to your audience and what you want them to do with this. This distinguishes you from your competitors.
· Who is your target audience? Who are you really talking to and trying to get your message or product to? Clearly visualising them and their reaction helps keep your message on target.
· Why are you creating publicity? Why should people want what you are promoting? Don’t go any further until you are completely clear on what your absolute objective is. To help answer this, consider what the benefits are of what you are publicising, how they appeal to your target audience and how they differ from what your competitors offer.
· Where are you going to deliver your publicity material? Online and/or in-print? Where is the best format to get optimum impact?
· When are you going to launch your publicity? Can you deliver on the date you have chosen? Give yourself advance publicity by announcing the date, but ensure that you do meet that deadline!
· How are you going to carry out your campaign? Work out a comprehensive plan to stick to.
Once your campaign is underway, don’t stop. Always follow-up once you have distributed your publicity material. Make sure you measure your campaign results and you can then measure your return on investment.