The following excerpt, from the article Getting Press: 8 Tips for Going Hyperlocal, was written and published by Inc.com based on the advice of eight successful founders from the Young Entrepreneur Council, an invitation-only organization composed of the world's most promising young entrepreneurs.. Below, you'll find the three points we find to be most applicable to college stores, but read the full article for more great ideas. We've even included ways your store can put the authors' ideas into action. Check it out:
National advertising campaigns might sound amazing in theory, but an entrepreneur's secret marketing weapon could be waiting right outside the front door. We asked eight successful founders from the Young Entrepreneur Council to name some creative ways businesses can use hyperlocal press to their advantage. Here are their best answers.
Get the Press Involved
Get the press involved in a niche event, and make them the heroes. For instance, if your company is in the food and restaurant industry, try hosting an event featuring hyperlocal press or bloggers as local "celebrity judges" or perhaps hosts for the foodie event. Not only are they more likely to show up, but they'll probably promote it as well! Appeal to others' self-interest, never your own. --Andy Karuza, brandbuddee
College Stores Can: Consider hosting a Faculty and Staff Cooking Contest and using local press as part of your panel of "celebrity" judges. We walk you through all the steps, so it's easy. Check it out!
Become the Local Expert
Local media is always looking for local experts to comment on news stories, national events and pop culture happenings. If you have expertise in finance, legal, fashion, beauty, technology, lifestyle or any other area that would appeal to the masses, reach out to your local news station, magazine, newspaper or radio show and offer up your unique viewpoint.
--Melissa Cassera, Cassera Communications
College Stores Can: The future of brick-and-mortar bookstores, digital books vs. print, and the evolution of online learning are all topics that have the media buzzing right now. And, because each affects your store, you could undoubtedly talk intelligently on the topic. Contact your local or even school newpaper and offer your expertise for future articles.
Make Your Company Relevant by Giving Back
The best way to attract coverage for your business from local press is to give back to the community that you serve. Whether you're hosting a philanthropic event, partnering with a local organization or creating an ongoing charity initiative, bringing value to your community will be a great way to attract reporters and cover your story. --Zach Cutler, Cutler Group
College Stores Can: Follow one of our many ideas for a charity-based event. You could host a Books for a Better Community drive during buyback, raise awareness for Breast Cancer with a Paint It Pink event, show your dedication to the environment with our Earth Day ideas, or support the local community with a Shop Local, Buy Local Market.
How does your store generate local press coverage? Share your tips with other college stores in the comments section below.