As we gear up for the upcoming Leader Retreat 2011, March 25-26 at the beautiful Sharpe Reservation, we'll recap some of the ideas we shared at Leader Retreat 2010. Retreat sessions featured a less formal and more interactive vibe than the typical conference presentation, and attendees felt free to talk about experiences and innovations learned in their local Groups. One great idea came from Colleen Rachele Read, who shared about a publicity effort that is paying off for LLL Yonkers.
What a useful contact that was! She informed me that their stores do not allow promotional materials to be displayed on counters or at cash registers. However, she offered to include LLL materials in the registry “goody bags” that the Scarsdale store gives to everyone who registers there for baby items. It sounded like a great way to reach pregnant women and first-time mothers. I mailed her several options: a business card with my contact details and Scarsdale meeting information; a Scarsdale meeting flyer with dates and topics listed for the next six months; a postcard with contact details and meeting information for all Groups in Westchester and the Bronx; the LLLI guide Breastfeeding Information: Tips and Products; and An Easy Guide to Breastfeeding, from LLLI and the Office on Women’s Health at the U.S. Department of Health and Human Services.
When I heard back from the PR representative, she said that the postcard seemed most appropriate and that they would need about 250 each month for the Scarsdale store to distribute in its registry goody bags. Since LLL is a nonprofit, they would do this for free; the company charges businesses a fee for this privilege. My co-Leaders with LLL Yonkers agreed that the cost of supplying the postcards (which we order from Vistaprint.com) would be worth the publicity, and that after three to four months we would reevaluate the effectiveness of this project based on our numbers for meeting attendance and phone contacts.
I dropped off the first batch of postcards in March and replenish them monthly at the store’s Registry Desk. Within weeks, my phone rang with a call from a first-time expectant mother inquiring about attending an upcoming meeting in Scarsdale. She had found my name and number on the LLL postcard inside the bag of goodies she received at Buy Buy Baby. Now that’s effective publicity!
Besides Scarsdale, Buy Buy Baby has stores in Manhattan (Chelsea), Garden City, Huntington Station, and Henrietta, NY. Why not contact the store near your Group’s meetings? Or contact their corporate Public Relations department:
Bed, Bath & Beyond/Buy Buy Baby
650 Liberty Avenue
Union, NJ 07083
Store sign: Colleen Rachele Read
On the phone: sean dreilinger
Mom shopping: phrenologist
Storefront: Colleen Rachele Read