Birki's

It is coming - the 35th anniversary of the foundation of skiing. And just like many small business owners, organizers of the event with three days of racing skiing for all ages and fitness levels rely on mass advertising to capture a cascade of last minute registrations. They have an excellent grip - 35 years inspire skiers to live fit, healthy lives - more than 9,000 skiers for the media to interview.

One would think that would be easy to get TV, print, web and radio on board to cover the plethora of human interest stories, the massive collection of skiers from every state in the United States more than 30 countries, Skiers for Cures program, the challenge of training for an event long distance, and so on.

Sometimes it is easy - if you put in the time, energy and imagination to get there.

Yesterday evening, the Weather Channel said the Birke, gave the forecast in Hayward, Wisconsin, and encouraged viewers to take part.

Earlier this week, the St. Paul Pioneer Press did a feature about two brothers who relive their heritage by the Norwegian Ski 13th century, a war hero in Saturday's race Birkebeiner.

And radio stations across the country are interviewing super good skiers Birke, couch potatoes in order to complete their first marathon cross-country long distance and all the others.

All small business owners can apply the lessons of this campaign start strapping to reach thousands, even millions, of customers and prospects. Whether you are aware of the media or a small business owner with little media experience, put on your hat Guerrilla Marketer's True Blue and the use of time, energy and imagination to get your name in the news. Here are some quick tips to capture the buzz:

1. When a journalist contacts you, return their phone or email promptly. If you do not, they will probably go to someone else, to meet their deadline. Anticipate what they want. Have a list of story ideas ready with a list of contacts to enhance your property.

2. Develop key messages that inspire your audience to action. Getting free advertising is for nothing if you do not inspire action. Focus on key points and make little clarity. Tell your audience what you want them to do.

3. When you're on television, to forward your energy and enthusiasm. Be conscious of body language, keep feet and legs firmly planted, and use your torso and hands to deliver your message. Smile to show the audience that you are excited and keep your energy.

4. When you're on the radio, painting a picture. Help the listener to visualize everything you sell. Pace yourself. If you stutter, forget and move forward. Even if they see you smile to keep your energy and excitement high.

5. Know what you mean and stick to it. Whether you are interacting with print, Web, TV or radio media, stick to three key messages and deliver them over and over again, your call to action, phone number and website.

6. Always be a resource. Find out what other topics of your contact with the media may be covering in the future. Let her know your area of expertise and how they can count on you.

Whether you are starting an event, inform your next book, or trying to create a buzz about a new product or service, be strategic. Develop a long distance, the overall plan, and leave in a large systematic way. These visions of free publicity and a surge in sales can really be achieved.