Tell the World:
Tips on publicizing your project

You've chosen a great theme for your new ornament or custom collectible, the artwork is beautiful and you can't wait to put it on sale. People are going to want these - you just hope it's not a repeat of the Cabbage Patch Doll frenzy!

But wait. . . how are people going to know you have them? We'll have to make a little noise. How do you start?

Let's back up a little to the planning stage. You've featured an element that you know will strike a chord with your community. (See What's Hot: Choosing an ornament theme that sells) Now, how does that element tie to your community? If you've featured a train station, perhaps you can enlist the help of your local railroad club in researching the history, and give them a special thank you. If you've chosen a church, you have a group of potential buyers in the congregation. Make the most of it by giving them a special invitation to preview the ornament and donate one to the church office (be sure to include information on where the rest will be offered for sale). Your local historical society might have assisted in your search for a landmark, so give them credit.

Appreciation. Credit. Okay. Where exactly? On the card included with the ornament and press releases. You have created a unique product that will get attention of potential buyers. Capitalize on any relationships with community organizations you've built along the way and you will also get the attention of newspaper editors. While an ornament is the appropriate focus for an ad, newspaper stories about people and relationships are more interesting. Articles in local papers or features on local radio and television stations will go a long way, not only in selling the featured product, but in bringing positive publicity and awareness for your organization or business. If you are a retail store, that means people coming to buy the ornament, and going home with another item or two. If you are a community organization, it results in more sales but also a forum for your mission.

Don't forget to send a press release to all the little papers in the area - the weekly and monthly journals and lower circulation papers. You can also submit a release to web sites of local interest. Online magazines, the chamber of commerce and tourist sites are good places to start. Save yourself time by copying and pasting the same press release into each e-mail. You may even find that traditional media like newspapers accept online submission, saving you time and a stamp.

There are a multitude of online articles that will help you write press releases. Here's a few to try:

Remember that the best thing about newspaper articles. . . they're free! So it is worth the effort of attracting the attention of editors. While you are exploring articles, don't forget to write one for your own organization's newsletter.

There are other avenues that should not be overlooked. Consider taking out an ad in your local newspaper. It doesn't need to be fancy, but it should make it clear that a local ornament is for sale and how it can be purchased.

If your organization has a web site, post a page with the ornament art and information. LDA will supply web-ready art. If you don't have a web site, ask LDA Creations about their free collectible page hosting service. Then be sure to include the internet address on everything - ads, press releases, etc. Take a look at the page the Dayton Lions Club in Virginia created to promote their ornament.