NFIB

Generate Publicity by Sponsoring an Award Competition
04/ 02/ 2002

A great way to get your small business noticed is to do something that creates enough community interest to warrant a full-blown newspaper article or TV news segment. Such stories always garner more attention than a press release. In today's Workshop, Jeffrey Moses suggests one unique and cost-effective way to generate such a story.

Sponsoring an award competition is a great way to create positive attention for your business. If you own a retail bookstore, you could sponsor a local essay competition among high school students with a $500 award for college tuition. The more your contest is slanted toward humanitarian activities, the more likely the media will be to cover it. But remember, a contest will seem most natural if it relates to your particular type of business.

To establish a contest or competition, simply determine the purpose and goal and an appropriate prize. Get the word out, focusing on the population segment that could potentially take part in the contest (high school students, cooks, writers, etc.). Distribute flyers that describe exactly what the contest is all about and give pertinent information about qualification, deadline application, prizes and so on.

Contact local media representatives with information about your event. To locate the correct newspaper contact, determine which section of the paper is most appropriate for your type of business. Then call the paper and ask to speak with a writer who handles that section. When you reach the writer, tell him or her exactly what your contest is about, and why it's important to the community.

Sponsoring a contest is highly effective for gathering attention. Contests can be run over and over, so when you hit upon an idea that attracts attention, try it again in a year. With little added effort, you might be able to build upon your initial success and get people excited about your business all over again.

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