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  • Time to get Mad, Mad as a March hare!

    The wonderful British saying “Mad as a March Hare” comes from the observed antics of hares that have long been thought to behave excitedly in March, which just so happens to be their mating season. Anything to get attention, right? When it comes to business and getting attention, you sometimes have to get a little mad, think differently and seize opportunities.

    One area of opportunity that is often missed by many business owners is Public Relations (PR). Gaining PR and media coverage is often easier than you think, especially in your local community. Why is PR important? In business, gaining new clients & retaining them is crucial to success, and effective PR helps you to do that. It is free and it gives you and your business a lot of credibility and stature. It helps establish the identity of your business and it gives you authority, whether you are a tiny, one-room jewel box or a mega full service spa. Media coverage, whether traditional, viral or social, is read or viewed by a large number of people and the landscape has also changed dramatically to our advantage. Media relations now encompasses so much more than magazines, newspapers, radio and TV thanks to social media (i.e. Facebook, Twitter, Yelp and Blogs), which allow us to engage, interact and listen to the consumer. This is so perfectly poised for our industry, which relies heavily upon personal recommendation.

    So where do you start? With your marketing calendar. This should already be planned out with promotions, events, new treatments and products. Goals such as client acquisition, retention, service and retail sales also should be integrated into the plan. You can then layer your PR plan and the media opportunities around these activities. Build your own media list, gather up every local magazine and newspaper, and jump online to capture the details of all your local health and beauty writers and bloggers. Find out who handles the calendar section of your local newspaper to get your event listed. Build your media kit and draft a press release about your business. Send it, email it, follow up and invite the editor in for a treatment.

    As the Donald (Trump) says: “You can have the most wonderful product or service in the world, but if people don’t know about it, it’s not going to be worth much. You need to generate interest, and you need to create excitement.” So let’s get a little mad, jump up and down like a Mad March Hare and get your business some much deserved attention. You have nothing to lose and everything to gain!

    To learn more about how to use public relations in your business, catch one of my Guest Speaker events: Put Your Spin on Skin. Being presented at IDI: Boston April 4, Denver April 18 and Houston August 22. Can’t wait to see you!

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