Something Different...

For the past several months, I have been publishing my Ask Joy advice column on Brains of Minerva and Entrepreneurial Woman magazine.

Get ready for something new in July. I'll give it a hint. It involves lights, cameras, and action.

Ms. Facing

Ms. Joy

A few years ago I did a reality show, a really embarrassing reality show that I hate to talk about. It gave me a lot of recognition and some loyal fans. Most people who watched the show really liked me and still do.

No fortune came with my fame, though. It also didn’t do a damn thing for my acting career. I think it’s made it harder for me to get the kind of acting roles I want. People consider me a “reality” star and don’t offer me gritty roles or consider me for anything other than a no-budget indie comedy.

I had no idea this would happen. When I moved out to California to pursue my dreams of acting on the big screen, I thought all work was good work and any publicity was good publicity. I was so happy to land a gig that would get me on TV and in front of peoples’ faces that I never considered negative things.

I thought that fame was fame and fans were fans and the reality show would help me change my career like it did for Jacinda Barrett. She ran around naked on the Real World and still lands movies like “Bridget Jones” and “The Namesake.” I didn’t do anything nearly as risqué as what she did.  

I just feel like I’m starting all over again and this time, with less respect from others than ever before. I want a career in film. I want gritty dramatic roles that challenge me. I want to be seen in a completely different way than I’m being seen now.

Should I just bite the bullet and own up to my past? Or should I drop it from my bio completely? What about the YouTube clips? How can I create an image that will show me the way I want to be seen?

―Facing Reality

Ms. Facing,

First, let’s rise out of the shame sewer. It’s not doing you any good to wallow in coulda, shoulda, woulda. Bottom line: you could and you did. You’re in a very particular place right now and this place has to be your starting point. From a pure publicity aspect, you need to figure out your game changer. This can involve myriad things - anything from the way you utilize your fans to the projects you choose to brand associations.

Rebranding is a long process that requires deep strategy and fastidiousness. When A-listers rebrand, they get very quiet in the media and try to calm the media frenzy. They stay quiet until a huge project that’s backed by a big budget gives them a reason to be back in the spotlight. You can’t necessarily afford to go radio silent and wait for some big studio project to give you an avenue for reemergence. You have to change while staying in motion.

You don’t have to make it the first paragraph of your bio, but you don’t need to eliminate the factoid from your life, either. People know you were on a show and recognize you for it, so just make this fact work for you. Mention the show in conjunction with a reference to how you started winning the hearts of your fans, such as, “She began winning the hearts of America through her memorable moments on XYZ show.” How this fits into your bio is a matter of semantics and angles. Time to test your verbal contortionist skills.

Let’s talk about the fans. Since you have them, I would suggest you figure out ways to stay connected to your loyal supporters and utilize their numbers to your advantage. So, wrangle those Twitter followers and Facebook fans to drive traffic to your IMDb page and website. Those fans can help keep your IMDb numbers in the popular range. By now, you should know how helpful that can be.

Once you know you have your fans documented and mobilized, seek out projects that will help you utilize those numbers while also flexing your acting muscle. Fundraising plays or charity readings (especially celebrity charity readings) usually focus on character driven, gritty material. They can also be a great opportunity to get fans buzzing, send a media alert to the press about your new fab role, and essentially start showcasing that different side of yourself.     

You may also want to look at pursuing webisodes or other cool online projects. I know you’re craving the silver screen but, don’t get stuck on stupid about it. There are some amazing web projects that are actually union and winning awards. These will give you something unexpected to publicize and, again, you can utilize your fans to increase the popularity of the project.

Another script flipper can be the right kind of spokesperson or brand ambassador opportunity. If you can find a nonprofit or product that you truly believe in that will also paint you in the desired light, signing up to be its face can go a long way for changing or elevating your image. Whether the brand publicizes you, you publicize you, or you do no publicity at all, being associated with the brand will showcase you in a way that should garner respect. That is, if you choose the right brand.

I can’t emphasize enough how involved and tedious this process is going to be. You can’t half-way this. To rebrand, you have to go all out or just stay home.

During this journey, you also need to remember that your goals might not materialize as is. This doesn’t mean you have to abandon the goals. Just amend them. Think of a strategy, implement your plan and stick with it. This is going to be a true test of endurance.

Keep rising!

Joy

Read my ASK JOY column and so much more at Brains of Minerva.com 

Ms. Strumming

Ms. Joy,


I have a new online guitar lesson business and I struggle with being in the limelight. I think it's because I'm not comfortable with my looks and, especially in person, I get nervous when I'm being looked upon by others with anticipation or judgment. I've tried all the online marketing ideas I can think of that don't require me to personally be the center of attention, but my website is still hardly known and visited. Do you have some new publicity suggestions?


―Strumming in San Francisco

View my video column response to Ms. Strumming below:

Ms. Strumming,

You struggle with issues that most people wrestle with and you are not alone. Putting this aside, my first suggestion would be to stop marketing. That’s right. Stop marketing to people and start engaging them. Whether you choose to put yourself directly out there or keep pushing the product without yourself at the forefront, you need to stop marketing. 

It doesn’t matter what type of folks comprise your target audience, if you create a campaign that provides experiences, you’ll create real connections. Real, loyal connections will establish your brand and help the word spread because you can use these contacts to help you publicize your business.

At first, online guitar lessons can sound cold or impersonal. Redirect focus onto the fact that through the internet, you can teach anyone anywhere in the world how to play the guitar and, it becomes pretty cool. You can indulge anyone’s passion for music and desire to play the guitar. This is a gorgeously human thing so, relate this other human beings in a way they can feel and hear and see.

Make your campaign speak as passionately and as enthusiastically about learning an instrument as you would. Think of some ideas that people can experience, such as video content. If you don’t want to appear in the video content, then use your past and current customers. Ask them to send in video testimonials that you can share. While you’re reaching out online, try an online song competition. You can advertise it through social media and utilize online voting. Then competitors can wrangle voters from their own networks.

Speaking of networking, ask for referrals and offer folks something interesting for their referrals. You could try a giveaway competition where the top referrer wins something cool like, a guitar maybe. (hmm?)

Also try to find offline, local events that can yield visibility. Look for music, education, or self-improvement related things. Find ways to partner with these events and perhaps have one of your local students demonstrate the skills they’ve acquired through your online lessons.

Music is passion. It uplifts, enraptures, electrifies, soothes and woos. Hell, half the dudes I know that play guitar only learned so they could score chicks! All joking aside, music can embody how we feel about love and life itself. That makes it magical. Grab that magic and infuse it into your campaign. Ignite it in others and you will see results because you’ll make connections that people will love and they will love your brand. 

Keep rising!

Joy

Ms. Real Deal

Ms. Joy,

This is so crazy I don’t know where to begin. I have some crazy person online pretending to be me. I’m a singer/songwriter/dj with a lot of famous friends. I travel and gig internationally. I do photo shoots for magazines and TV interviews where I can. I’m working extremely hard for everything I’m accomplishing.

Like everyone else on the planet, I use Facebook and Twitter, but I have both pages protected. I didn’t want everyone to have access to me. I really just want both sites to be for my friends, family, and close supporters.

About 3 weeks ago, someone got a Facebook page under my name, well, sort of. They spelled my first name wrong but the profile picture they’re using is from my bio on my website. They’re sending Facebook friend requests and emails to my celebrity friends, claiming to be me and saying that I lost their cell number. Now this person is on Twitter, too!

I don’t know what they want. Is this an attempt to destroy my reputation? Are they trying to cipher off my career? I’ve heard about this sort of thing before and people stealing other people’s identities to get gigs overseas. How can I protect my name and my work from this craziness?

― The Real Deal

Ms. Real Deal,

Identity theft and cyber-impersonation really gets me riled up. In the south, we describe this level of anger as being .38 hot! The problem is neither legislature nor the law have caught up with this type of foolishness. Once you put something online, you lose a lot of control about what people do with that material. Photos, music, content, and everything else you can imagine is constantly stolen online. There are some steps you can take to protect your reputation, but control will always be an issue. A method you can implement is what I call the Triple A technique: Assess, Acquire, and Assert.

First, you need to examine the situation and figure out how insidious the impersonation is. Do a Google and Bing search and see if your name is popping up in weird places or attached to events you know nothing about. See if the liar has a website under your name or is strictly on social media. If they got a website, you could try to acquire their true contact information through it. If they are only on social media, you’ll have to alert the proper contacts at those sites about their false representation.

Once you’re done assessing the problem, you can start to acquire what you need to regain as much control as you can. One thing you might want to get is an attorney (another “A” word) but, meanwhile, you can start to acquire variations on your name or brands. Go to namechk.com, a free online resource that lets you get what usernames are available on all social media sites from stumbleupon to youtube. Get the various versions of your username that are still available so no one can easily name-jack you.

Since your predator has already gotten a fake and misspelled username on Twitter and Facebook, see if you can acquire the Google Adwords for that misspelled name. Google Adwords let you pay per click. You can have the Adwords come up every time someone searches that misspelled name and have the ad direct them to you instead. All of this acquisition- the usernames and adwords- can be done within an hour.

Lastly, you need to assert that you are the real deal and that the other person is a perpetrator. I advise you to acquire before you assert because you never want to forewarn an impostor that you’re coming for them. Those were the scenes that I always hated in Lifetime movies. Don’t show your hand before you assert.

Once you assert, go full steam ahead! Have your attorney send cease and desist letters to the culprit and contact the appropriate social media executives. Alert your friends and supporters through private communication such as email or by phone that an impostor is on the loose. Tell them exactly what usernames your impersonator is using so that they know not to communicate with the liar.

If the impostor has fraudulently attached you to events or placed your name in weird associations, contact the appropriate people concerned and clarify the situation.

You may never gain total control again, but these steps will help you diffuse some of the lies.

Keep rising!

Joy

Mr. Tied Up

There is no magic button. Thankfully, we can make our own magic. This addition of ASK JOY weighs the benefits of celebrity placement to an overall marketing campaign:

Hi Ms. Joy,

I'm an investment banker by day, silk-tie designer by night. Since I work in Chicago, I deal with a lot of high-net worth men to sell my ties to, but, someone suggested that I get more celebrity connections. I actually did a gift bag in Los Angeles last year and nothing happened. No press. Nothing! Is celebrity placement really worth it for me and my ties? Why bother?

- Tied Up in Chicago, IL

Mr. Tied Up,

Yep, it's probably worth it. Of course, any celebrity placement you do needs to be smart, strategic, and aligned with your overall brand image.

I'm not sure if that gift bag in LA placed your ties with your target demographics (since you didn't tell me what celebs got them) but, before you agree to do any placement, you need to know some stuff. WHO will receive the ties? WHAT media (if any) will be covering the placement? WHERE will photos be available? WHEN will photos be available?

Once you have these answers you can start to make decisions and figure out how much hustle you need to do. And you do need to hustle on your end. You can't just get a photo and sit on it and expect magic and fairy dust to happen.

Try to place your ties with names that you respect and think adhere to your brand. Target events that will provide the resources to promote your placements. Then, take control and pursue press on your own- take the photos and use them to entice merchandisers and customers. If you do a placement and nothing happens, then take it upon yourself to make something happen.

Just like print articles, ads, TV press, and radio interviews, celebrity placement is just another aspect of publicity. Don't expect one celebrity gift bag alone to be a magic wand. Make everything work in concert.

Keep rising!

Joy

Ms. Beauty Notes

Reinvention can be terrifying. I receive a lot questions about compartmentalizing career transitions or new business ideas and services. For this addition of ASK JOY, our question comes from a singer capitalizing on her beauty:

Hi Joy,

I've been a singer my whole life and love being on stage. I also understand what it takes to feel gorgeous in front of a crowd under the hot spotlight. I'm now launching a new beauty line for women but I can't seem to talk about it. I have some kind of disconnect. Everyone knows me as a singer. How do I talk about this beauty line without having one take away from the other? This line is my dream. I don't want to mess it up.

-Beauty Notes in New Orleans, LA

Ms. Beauty Notes,

From where I'm sitting, being a performer with a beauty line is brilliant. You spend lots of time getting made up just to sweat and possibly clog your pores with all of that beauty while you perform under bright, hot lights. If you've been able to maintain smooth, supple skin inspite of your schedule and career demands, that is a secret that needs to be shared.

First, realize that singing is "what" you do and the beauty line is something you have "created." Neither of these things are you as a whole, they are simply extensions of you and your overall goals.

Second, instead of focusing on the disconnect, telescope the connections. As a performer, you understand the pressures of beauty on women. Let others know that you understand that pressure. Talk about how you overcome the societal obsession with perfection. Define what beauty means to you. Tell women how your products will make them experience their own definition of beauty.

Your key will be consistent personalization, not disconnections. These personalizations will birth connections to other human beings seeking your products. The fact that you have enjoyed a career that also comes with a lot of scrutiny about appearance is a strength and huge advantage for your new business.

Keep rising!

Joy

Polishing a Tarnished Image: Nike's New Tiger Ad

I must admit that when the sex scandal with Tiger Woods began, I hesitated to talk about it with anyone- even close friends. While any person can try to sit back and place judgment on his infidelity, the only people who ever really deserve an apology from Woods are his family members who were directly hurt by his actions. Yet, because he chose to accept endorsement dollars from brands like Nike and Buick and because his anointed title of ROLE MODEL, Mr. Woods does have to acknowledge and answer to questionable behavior that tarnishes his shiny image as well as any brand that has hitched its wagon to him.

Unlike many of his other endorsers, Nike stuck by Woods. At the end of the day, Nike is about sports and, while Tiger Woods won't get a Husband of the Year award, he could still win the Augusta Masters and that coveted green jacket for a 5th time.

So, Nike found themselves facing the dilemma of how to reintroduce Woods to consumers and fans. On August 8th, moments before Woods premiered at the Masters, Nike put out this ad with the voice of Woods' dead father and mentor, Earl, being the only words you hear:

The sum total of this commercial is unforgettable: stark black and white with the golf champion looking rest-broken and somewhat scolded while Earl Woods asks, "did you learn anything?"

The public reaction has been "creepy," "moving," "disturbing," "bizarre," "genius," "obvious!" I don't think Nike intended to just play the dead daddy card. The idea seems to be to show an introspective and embarrassed Tiger Woods post-scandal, post thinking about how he has disappointed the people who matter to him most, and ready to return to sports and the golf course and do again what he does best. Be an athlete.

I find this to be a smart commercial. There was no Woods' ad Nike was ever going to be able to put out into the world that wasn't going to upset some people. At least this one attempts to bring Tiger Woods full circle and it also shows how (through Earl Woods' own words) his father would have judged him. In fact, it seems that his father was less about accusation and more inquiry. Perhaps Nike is urging us to do the same and simply ask Tiger, "did you learn anything?"

One Entrepreneur On Marketing

I recently did an interview with Upstart Smart magazine about marketing strategies entrepreneurs can use to promote their businesses. The mag is the brainchild of Amber Singleton Riviere, who runs one of the smoothest ships I've ever seen. She sent details on how to schedule my interview, pre-questions, and a reminder of the interview. R-E-S-P-E-C-T to Ms. Riviere!

Take a peak at the full interview here for an overview on brand, how personality effects building and promoting your business, and 3 tips on how to spread the word:

One Entrepreneur On Marketing: Joy Donnell of 720 PR

This is part of a series called "The Entrepreneurs on Marketing," where I'm talking with entrepreneurs about their strategies for marketing and promoting their businesses. In this interview, I caught up with Joy Donnell of 720 PR.

Giveaway!

On October 21, 2009 I announced a big, big giveaway while being interviewed by Roxanne Ravenel on the SavvyJobSeeker radio show.

Roxanne and I discussed how to boost your career with a powerful personal brand strategy. If you missed the interview, it's not too late. Listen to the archived show to find out how you can enter to win a free 3-month Personal PR Plan valued at $9,000.00!

Hurry! Offer ends at Midnight EST October 31, 2009. One (1) Winner will be announced and notified by November 2, 2009.

BOOST YOUR CAREER (& JOB SEARCH) WITH A POWERFUL PERSONAL BRAND
10/21/2009 TheSavvyJobSeeker on Blog Talk Radio

Source: www.BlogTalkRadio.com
Learn how to use the power of PR and personal branding to boost your career and catapult your job search. This week's guest expert is Joy Donnell CEO of 720 PR, a boutique PR and branding firm. Joy will discuss how to define your personal brand, pitch yourself, and distinguish yourself from other job seekers or career professionals ...

3 Questions: Benu Mabhena's Global Movenment

Benu Mabhena made her big screen debut in Warner Bros.’ BLOOD DIAMOND. The African beauty spent months performing opposite Oscar-nominees Djimon Hounsou and Leonardo DiCaprio and Oscar-winner Jennifer Connolly. For the role of Jassie Vandy (Hounsou’s character’s wife), Benu had to embody the fear of a woman on the run with her children, terrified that someone would kill them or kidnap her son and force him to be a child soldier.

What virtually no one knew was that Benu brought a personal story to her moving character. When Benu was a child, a change in Zimbabwe’s political climate forced her family to flee and remain uprooted for years while staying where they could with family and allies in South Africa.

Though now residing in the states, Africa is still near and dear to Benu. She recently recorded “Wake Up- It’s Africa Calling” with Mopreme Shakur, brother of legendary Tupac Shakur, and world artist Youssou N Dour. The song is raising money for malaria treatment and education.

Benu paused for a moment to answer our 3 questions about international fame, publicity, and American film productions:

GP: As an American who was born in the UK and partially raised in South Africa, how does public perception of you change from country to country and how do you keep your message clear internationally?

Benu: I was fairly young when I lived in Africa and when I was in the UK. I really wasn’t in the public eye until I was here in the US. I think people are really surprised when they hear me talk– I pretty much have an American accent, so they have this questionable, puzzled look on their faces. LOL. Most people back home and my family didn't have a clue of what I wanted to do with my life. If I wasn't becoming a doctor, Nurse, or anything in business, I was just out of my mind and I needed to get focused. My message is that you can follow your dreams and your dreams can eventually support you. That message is easy to keep clear no matter where I go.

GP: Did you find it difficult to share your personal story with the press while promoting BLOOD DIAMOND?

Benu: I did find it difficult... because my family and I have always been very private and I know that our life story is a very unusual one and who knows what telling it might bring. I wasn't quite ready to talk about it.

GP: What did red carpet events teach you about promoting yourself and your film?

Benu: First of all, I think when you step on the red carpet you’re never as prepared as you think. If you think you’re prepared, prepare for the “unpreparable.” That’s not a word, but you get my point! When I got started in the business I was very shy and I couldn't talk to people. Now, I can and sometimes I feel like a different person when I'm in public. I’m able to talk to fans and network with professionals... it's kinda cool. I find that it's really an amazing tool that we have red carpet events to introduce projects to the media and make these projects (and ourselves) accessible for the public.

*Originally published in the July/August 2009 issue of 720 PR's GOINGPUBLIC [ Read ]

TIP Sheet: Business of Being Neighborly

Whether times are tough or smooth, it's always a smart strategy to take full advantage of your pluses, and location can be one of them.

Hit the pavement and start shaking hands with your neighbors. Introduce yourself, your business, and ask questions about services people may need that you can accommodate.

For example, if you have a restaurant that needs more foot-traffic, reach out to the businesses around you. Devise a cash-friendly happy hour and invite neighbors to it. Pass out samples of food and hand out business cards or coupons. There’s a lot of business to be had in being neighborly.

Remember...

Location. Location. Location!

GOING PUBLIC: What to know before branding YOU

It never hurts to know the right people, but sometimes what's more important is who knows you.

Nowadays, everyone from the CEO of a sole proprietorship to junior executives with dreams of getting that senior-level promotion are stealing a page from Hollywood and welcoming the power of publicity. Many business people choose to do some of their own PR by letting media outlets know that they’re available for “expert opinion” quotes on various subjects, pursuing speaking engagements, and pitching future book ideas.

The media climate is changing. Bill Gates is a celebrity and "Brand YOU" is all the buzz. In an economy of slim job pickings, a little publicity can give a big leg up on the competition and create avenues for an executive to become a commercial entity. A profile in Lucky can turn into a promotion, unexpected job offer, even a Crest commercial. Who knows?

Since the fame game doesn't always have clean cut rules or paths, it helps to mentally prepare for what possibly lies ahead. Before you call your sorority sister at Portfolio to pitch a story on you- accepting the following facts can save your future branded self a lot of grief:

+ Know thyself.
Have an idea of how you DON’T want to be seen in the spotlight before it shines upon you.

+ Realize that the road is long and winding.
In an idyllic world, brands are built overnight. In reality, it usually takes at least 5 years. Any future brand must remember the legacy is greater than the currency.

+ Learn how to take a hit.
Going public with your image opens you up to good, bad, and ugly reviews. Whether it’s someone refuting you on Twitter or backlash from company peers, it won’t all be applause and accolades.

+ You must walk the walk! You must talk the talk!
If you’re going to be a brand, act like a brand. Successful brands approach the think tank everyday with brand consistency in mind.

+ Keep your eyes on the road.
Branding yourself might not brand your company. And your company might resent you for it.

3 Questions: Shedrack Anderson Is Future-Perfect

Shedrack Anderson III has shown incredible range with roles that include NBC's "The Unauthorized Story of Diff'rent Strokes" for which he played the infamous Todd Bridges, the coming-of-age college stepshow drama "Stompin" opposite Sinbad and Vanessa Bell Calloway, Lion's Gate horror "Drive Thru," the monstrous bear thriller "Grizzly Park," and his feature film directorial debut with the horror "Blood River."

With a career that covers both television and film, Anderson has appeared in the hit teen series "Just Deal" as the lovable Jermaine Green and starred as Tommy in Lifetime's "Gracie's Choice" alongside Kristen Bell, Diane Ladd and Anne Heche. He’s also recognized as Rudy in 20th Century Fox's "FAT ALBERT" as well as guest star appearances on the television series "Boston Public," "The Parkers," "The Division," and Disney's hit show "Phil of the Future."

He sat down with us to discuss PR, the future of movie-making, and what every 21st Century Indie Filmmaker needs to know:

GP: You've had great success starring on TV shows and in feature films. Now you're making your own films. What are the differences in promoting your film versus your individual self?

SA: The biggest difference is Distribution. When you are promoting yourself as an actor, you take meetings, auditions, do interviews and photo opps with the notion that you are selling a product that requires someone else to see you and hire you for the use of your skills. That company then makes a product for sale and you are paid a fee and a percentage for your likeness or the character you portray. When you make your own movies, you create a product that, through promotion and distribution, people can buy directly. It’s one less
link in the chain to connect on a business level.

GP: What has media taught you about connecting to your audience and fans?

SA: Media shows that people get bored much faster than they used to. We’re moving in a direction that’s going to revolutionize the way humans occupy their time. I think different media will be used for different things. Short cell phone movies will be 5 or 6 minutes while direct download 3D movies will saturate America. When you make a connection with an audience, it has to have a similar thread in order to create a bond with the fans so they keep downloading more. Over the years, as I’ve become an adult and my fans have aged with me, I’ve learned to stay open to all possibilities. Media and style are constantly changing from day to day. I’m working on video game platform movies where you chose the fates. I think the key is to say less and see more... then make it happen.

GP: What is a fact about publicity that you think every actor transitioning into directing or producing should know?

SA: Publicity is an essential part of the movie making process. In order to have a successful career, whether it be directing, acting or producing, you have to have a strategic plan in order to achieve your ultimate goal... getting the masses to respond. You can have the greatest film in your pocket or be the greatest actor, but what use is it if you are the only one who knows? Publicity helps you create a buzz, and only then can you make a potential profit.

UP FROM DOWN: Building personal brand during the downturn

By now you're probably fed up with everyone moaning and groaning about the economy, but that doesn't stop it from being in a down swing. Jobs are scarce for 2009 college graduates, the housing market is ridiculous, and consumer confidence is still low.

For those in business for themselves, the aftershocks of a slow economy are easily palpable. Companies may be cutting what they consider to be extraneous spending on the exact service that you provide, whether it’s consulting, marketing, design... You may be doing the same, cutting back or eliminating marketing, PR, and design plans. But this is a mistake whether you have a few dollars to squeeze or not. Your name is the most important thing your business owns.

Be savvy with your downtime during the downturn and build personal brand recognition through smart, targeted strategies. If you have found yourself solvent during these times, your marketing dollars can go further, negotiating lower rates, category exclusivity, and placements that will resonate louder than ever before. Especially since there’s less competition. It’s easier to cut through the noise, assuming you’ve already streamlined your personal brand.

Your competition probably isn’t spending money, so now is the time to forge ahead with targeted, smart exposure that will help your consumer base remember your name and stay loyal. You may even possibly find new consumers:

1) Target your consumer better:
If you’re already pretty established, staying visible in front of your consumer will maintain brand loyalty. If you’re fighting to compete, you can use the lack of competition to get your message front and center.

Find events and press opportunities that effectively target the consumer you need. These events will still need sponsor dollars, and the economy will allow your sponsor dollar to negotiate farther.

Ex. A financial planner helps sponsor an opera event for young professionals. These young professionals are probably making money and worried about how to invest in the recession. Target audience realized!

2) Connect through community philanthropy:
Reaching out contributes to consumer trust and when consumers trust a brand, they will usually pay for it and even pay extra for it despite the economic atmosphere. They'll also forgive mistakes if a company has a fundamental reputation of integrity and good works.

3) Evolve:
You may need to offer a smaller service or product that still distinguishes your brand but fits people’s price ranges more easily. When McDonald’s launched their $1.89 flavored coffee, Starbucks had to respond with a more reasonable priced coffee blend called Pike Place Roast, available in grande size at $2.

Ex. A graphic designer that offers a low-price logo design service for startups

4) Create brand alliances:
Alliances can increase image and public profile and can lead to more interesting, lucrative projects. Seek out others with competing or complementary skills for possible collaborations.

Ex. Two comedians with decent followings join forces to create an improv show or pitch a TV show.

5) Establish yourself as an expert in your field:
Contact local media (newspapers, news, etc) about your availability to comment on certain topics relevant to your business or skills.