NBBQA has the News

Product Exposure and the Power of PR

By Dennis Sherman

Creator, DennyMike’s Award-Winning Sauces and Seasonings

As a BBQ pro, you know that getting your products in people’s mouths or on their tables is the key to success. “Taste it or use it, and they will be converts”…how many times have we all heard or said that? It is true, but getting your potential customers to that point is a bit of a challenge, no? What you need is to be on their shopping list whether they realize it or not.

 

Advertising is one of the more obvious ways to raise your profile, but it can be costly to create and place ads. I’ve found that public relations or publicity is a valuable way to get in front of potential customers…both before and after they have had the chance to taste the DennyMike’s line of products. What is PR? The simple answer is that PR is any way that you can get the word out about your products that doesn’t involve a paid placement (an ad).

 

Store demos are one good example, and I do a lot of those. People love to meet the guy behind the brand and to hear firsthand how we use the sauces and seasonings. If you don’t have placement in a store, find other ways to get yourself in front of potential customers. In addition to BBQ events, find your target audience at charity events where you can provide the food. Many cities also host “foodie” events that you can participate in. Once there, bring not only the food, but also a product display and recipe cards…help people see and understand your product.

 

If you are in the habit of interacting with consumers at demos and events, you’re probably ready for the next step in PR. I bet one of your local radio stations has a food show. Call them up and offer a BBQ tutorial of some sort. You and I both know that many folks don’t understand BBQ, so position yourself as the local expert on preparation, cooking techniques and serving options, and casually educate listeners about your products at the same time.

 

Once you have radio down, try television. Most local TV stations have some sort of regular food/chef/cooking segment, and they welcome local personalities. Call them or send an email to the host and ask if you can come teach folks about the art of BBQ. If you’ve been doing demos, you are probably already camera ready! When the show airs, use the video clips on your website and in your social media outlets to maximize the exposure. Be sure to “like” or “follow” the media outlet or the specific show and then thank them publically for hosting you.

 

Click for the rest of the article as it appears in the next issue of National Barbecue News.

BBQ News Bites 

         

Barbecue Digest: The Self-Cannibalizing Pigs of Texas BBQ  

CNN.com - A strange phenomenon pervades the signs of barbecue joints across the state of Texas: pigs acting like people. In my memory, nary a bovine graces a barbecue sign that’s not in the cooked or soon-to-be smoked form. Read more.

 

The Road to the White House is Paved with BBQ Joints
Washington Post - President Obama made his barbecue debut as president in March at Texas Ribs and BBQ in Clinton. I am going to tell you how the presidential candidates can win the election. Read more.

 

Barbecue and Politics

About.com - The American political system is thick with barbecue sauce and the long history of its greatest culinary tradition. Read more.

 

Barbeque Culture
Global Post - While barbequing is an all-American tradition, in South Africa, it has become a fervent national obsession and the inspiration for an unofficial holiday. Read more.

Barbecue Digest: How to Spot a Great Barbecue Joint
CNN.com - All barbecue fans have their favorite off-the-beaten-path barbecue restaurants. But what about when you’re zipping down a lonely highway far from home and top a hill and spot an unfamiliar “BBQ” sign? Read more.