To Swag or Not to Swag: Tip to Brand Your Tchotchkes on a Shoestring

Written by Betty Liang

It's interesting to see how resourceful people become when starting their own business. Especially when budget is tight, creative juices go into high gear. I recall my days in corporate marketing when every event, whether it be a sales conference, partner summit or tradeshow had to have tchotchkes. (“Tchotchke” is Yiddish for those corporate giveaways you see at tradeshows, usually small trinkets branded withrepparttar company's logo. Ifrepparttar 149190 tchotchkes are really cool, some people even call them “swag” or “schwag.”)

It is not uncommon for marketing managers to spend upwards of $20,000 per event for straight swag. For some ofrepparttar 149191 higher-end swag, it could cost up to $30 per product when you're dealing with custom branded USB drives, mini-mice and golf gear. All inrepparttar 149192 name of brand awareness – an unquantifiable, zero-ROI marketing expense. So why do they do it? Because they can.

But where there's a will, there's a way, and small business owners excel at findingrepparttar 149193 best resources under desperate measures. Ever since I've started my own company, I've become more skilled and more disciplined at making my marketing dollars stretch. When

How To Use PR To Build Your Business

Written by Lisa Packer

Everyone knowsrepparttar value of free publicity. And givenrepparttar 149189 opportunity, most businesses would jump atrepparttar 149190 chance to have a news article written about them, or to be covered by TV and radio stations.

Butrepparttar 149191 chances of those stories coming to you on their own are very slim. That’s why smart businesses go out of their way to create news, and bring free publicity to them. And it takes a lot more than just your run-of-the-mill press release.

In fact, blanketing every available news organization with generic releases will do you more harm than good. Do it too often, and your releases will start hittingrepparttar 149192 round file before they are even read.

Just like every other aspect of your marketing, publicity campaigns need to be targeted to be effective. Because even if you do manage to score a write up in your local paper, it won’t help you much if your target customer isn’t a subscriber. Find out what papers and magazines your prospect does read, what newscasts he listens to or watches, and target those.

Once you have your targets chosen, make sure you have something that will be of interest to them. Remember, you’re not writing an ad for your business. You’re trying to convince a reporter that you have a story she will want to cover. To do that, you need to knowrepparttar 149193 outlet you’re sending your release to, and what kinds of stories they consider news.

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