Publicity is key for any business, and while most companies probably think first about paid advertising, there’s no reason you need to spend money to get the word out about your product and service offerings. Savvy marketers are always looking for ways to get free publicity through third parties, such as news outlets or celebrities. For example, having a popular sports figure wear your company’s clothing or shoes can make your brand seem trendy and relevant. An industry publication mentioning an award or positive survey your product or service received can add credibility and a sense of value. A news story about a grand opening of a new branch of your business increases consumer awareness.
And it’s not just the fact that the publicity is free that makes third-party promotion so desirable. (more…)