McCormick L.A. Public Relations
Leslie A.M. Smith

There’s nothing wrong with sticking to a steady routine of promotions with a combination of effective tactics.  However, if you are looking for some ways to shake things up this year, and boost your results, consider adding one or more of the following ideas. These require more effort than a typical month of social media posts, but the payoff is much greater. 


Give out an award that positions you as an authority in your field and name it after something meaningful to your brand. You can coordinate a significant event—gala, luncheon, reception––or choose something more efficient. If you can’t host a large event for several hundred people, you can plan a press conference to gain coverage that way. If a serious award is not your style, coordinate a lighthearted set of award criteria and have a casual party full of laughter. 

Break a World Record

World records make a great subject for many promotional activities. The process takes about nine months to complete, so if you want to accomplish it this year, you need to start now or plan for 2025. Guinness promotes world competition are they are more likely to approve of your quest to beat an existing record instead of setting something new. Think of what you can do, then find out if there’s already a record for that and go from there. 


Contests can expand your reach and encourage use of your product or service. Some of the most common contests invite people to design a logo or create a tagline. Be careful if you promise to use one. The entries may prove to be very amateur. You can promise to use them for a week or more, or that they will inspire your choices. Offer a people’s choice award so every entrant shares the contest and invites all their friends to visit your site and vote. Make sure you create a mechanism to follow-up with anyone who votes to increase the possibility of them becoming your customer. 

Rewards Program

You don’t have to be a coffee shop for this to work. Scale it appropriately with your product. A rewards program can work as easily as encouraging someone to come in ten times and get punches on a card for their 11th bagel free, but if your product is a much larger price point, then adjust accordingly. Make it work for you. You can create some urgency and fill in your slow days by offering double points on certain days of the week. You can also create some scarcity by only giving out the rewards on your slow days. Be creative and definitely make sure you are giving your customers something they want to work toward. 

Don’t miss my Taco ‘Bout Tuesday Reels on Instagram @McCormickLA_pr for weekly tips like these. 

Leslie A.M. Smith founded McCormick L.A. 30 years ago to provide marketing and public relations services to small businesses and nonprofits. She is the author of Laws of Promotion, a 50-page marketing guidebook for people with little or no marketing experience, available on Amazon in English and Spanish.

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