For a start-up, a limited operating budget can be a big drawback for marketing
and introducing the new business into the market. With no funds available for
advertising or any promotional activities, the new entrepreneur must make use of
publicity tools which can give the business the much needed exposure at
relatively no cost.
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One of the most effective tool for the least amount of money in marketing a
business is to use the press to talk positively about the business. It also
gives the business a touch of credibility and even projects a high professional
image.
Media is constantly on the lookout for news, new and interesting products and
fresh ideas. David Marcks, founder of Geese Police (http://www.geesepoliceinc.com),
knew this too well. Geese Police is a unique service that uses dogs to chase
geese away from corporate properties, golf courses, parkways, and even front
lawns. With its novel concept and environmental angle, Geese Police makes good
copy for the press and David has taken advantage of that.
David never advertised his business. In fact, the only ad that he ever put
out for Geese Police is the listing in the phone book, which comes with a
commercial business line. Yet, the main marketing tool that propels Geese Police
is word-of-mouth, brought in a large part by appearances and articles by the
press.
In fact, media has brought a lot of attention to Geese Police. Who wouldn't
love a story about dogs chasing geese, and turning that into a successful
multi-million dollar business? People always love success stories, more so if it
is something that they've never heard before! David has successfully elicited a
lot of attention from the press, and the free publicity generated by the media
has been incredibly helpful in getting Geese Police across his market.
According to David, "I've done 30 news stories. Every time we open a new
area, we get good media coverage." A news channel in the Washington DC area
is one of the latest media to give his business ample coverage, after a
franchisee started Geese Police in the northern Virginia area.
To date, the greatest media mileage for Geese Police has been a feature story
done by the Associated Press (AP), which was carried by newspapers across the
country. "The AP did a story on us this May. First, that story was released
to a few papers. Then I got a call back from them and said, some company wants
to re-release this story nationwide and do it all over again. And I said
fine."
That article led to television appearances. "And we got a call from the
John Stuart Daily Show. They want to come out and do a spoof story. I have
already done like, 30 to 35 serious news channels. I have done Discovery
Channel, the Animal Planet. I've done some children's videos."
Having a business mentioned in the media is one of the best ways to gain
exposure for products or services. Like Geese Police, some businesses can run a
marketing campaign on just media mentions. It should be at the top of the
marketing plan of every business.
