Illustration by Lauren Minco
Spotlight’s on you
Issue #35
The indie biz chick’s guide to getting noticed
By Crissy Herron Gipson
Published: March 1st, 2008 | 3:01pm
MAKE A GOOD IMPRESSION
Press kits and press releases are essential tools for landing features in newspapers, magazines, and radio and TV shows. Press recognition adds instant credibility to your business.
A good press kit contains:
- a catalog with pictures and descriptions of your goods.
- a price sheet.
- a short bio and photograph of the business owners.
- press clippings from prior media coverage.
- a sample of your product (if you want extra credit).
Press kits should reflect your style and your products. If your company has gone green, your folder or box should be made from recycled materials. If your company makes printed T-shirts, why not make the folder out of one of your shirts? Keep it smart and simple. Think outside the box for what’s going inside the box — and be sure to print your contact info on every page of the kit.
Press releases are one-page documents that report the “who, what, when, where, why, and how” of you and your product to the media. Usually used to report an event or some other newsworthy happening, a press release can keep editors updated on your company. Include a catchy headline and your contact information. Still confused? Use a standard format. For a cut-and-paste press release that you can use as well as a list of press release submission sites, visit IndieBizChicks.com/wp/venuslinks.
Send press releases and kits to local, national, and online media outlets that you feel are a good fit for you and your product. Call the publication ahead of time to find out to whom the press release should be directed.
MY FAIR LADY
Sue Blatt, co-founder of the Renegade Craft Fair, suggests that many retailers attend craft shows as a way to find prospective wholesalers for their shops. To make the most of your time at these fairs, Blatt suggests that you think of your booth space as your own little store. “Buy baskets, stands, racks, plates, bowls, easels, etc. to display your crafts,” she says. “If you make stationery, prints, or other paper goods, make your items more presentable and protected from fingerprints by packaging them in cellophane bags.”
First impressions are everything in retail, so good packaging is imperative to getting noticed. “Everything looks more appealing when it has some sort of packaging — especially if buying it as a gift,” advises Blatt. “You can make your items look more professional and special if you take the time to design or include a little backing, tag, description, ingredients, or whatever may apply to your products. The presentation of your items is just as important as the items themselves in order to maximize sales.”
As the former managing director of marketing for the Chicago Merchandise Mart, Megy Karydes of Karydes Consulting, has spent a lot of time with indie designers and artists. One of Karydes’ primary roles as managing director was to help indie companies get their products noticed by boutique owners and retailers. “There are several ways to get in front of a retailer, but you have to be strategic,” she says. “Everything from securing national consumer media coverage or — and this is something most handmade companies don't consider — editorial coverage in trade publications. Also consider participating in trade shows.” For a list of trade publications, visit indieBizChicks.com/wp/venuslinks.
THE INFORMATION AGE
Technology offers countless publicity tools. It is possible to buy a domain for less than $10 and hosting through godaddy.com for less than $4 per month. I recommend cPanel hosting, which allows for easy installation of blogs, shopping carts, and more. Plans at HostGator.com start at $4.95 per month. Web sites allow the search engines to find your business and refer customers to you.
Don’t want to get too technical? Hire a Web designer to create your site that includes basic information and photos about you and your business, and links to your Etsy shop, MySpace page, and blog.
Trade links with fellow indie online shops and Web sites. This will increase your online presence and drive more traffic to your site. Social networking sites such as MySpace.com, DowntownWomensClub.com, and linkedin.com are changing the way companies publicize. Get on the bandwagon and introduce your business to thousands. Set up a profile page for your business and befriend others to draw attention to your business, show the world your newest creations, or invite people to your latest trunk show.
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