All of us tech savvy people have an entrepreneurial heart with the desire to start our own businesses. Whether you are in the stages of organizing your thoughts or you have invested in your product/service and have trouble reaching your consumer, there is always knowledge to learn that can be applied to help you succeed.

I work at one of the top PR firms in the world, but I do not consider what I do traditional PR. I work with Fortune 500 companies helping them to establish their external, online strategy. Work with every client is different and requires me to continuously learn new techniques on how to reach their target market. I want to share with you the work for a current client and suggest a few strategies that you can implement for any small business that you want to take to the next level by using technology.

The Client & Project

At 3:40 pm today, Healthy Choice Fresh Mixers will hold what we call at Ketchum Interactive a Press Conference 2.0. When you go to the following Web site we will be conducting an innovative approach to the traditional press conference in support of The Working Lunch, an online initiative that Healthy Choice Lunch Mixers will launch on November 12. For ten consecutive business days during the hours of 12:00pm and 4:00pm EST, starting November 12th and ending November 25th, you can visit The Working Lunch to participate in a digital experience by voting on sketch themes and directing an improvisational comedy group.

To encourage others to take part in this new and innovative way to eat while working during the 10 days, we chose to engage bloggers by giving them a sneak peek into what’s to come. We will be streaming live video of Dave Maly, the Creative Director of Bridge Worldwide, and two actors participating in the comedy segments, Branden Dowling and Jean Villepique, who will discuss their involvement in The Working Lunch and what can be expected or unexpected during the 10 days of improv comedy.

There is a lot that can be learned by this example, here are a couple:

Streaming Video

By holding the Press Conference 2.0 online, this allows the video to be viewed by anyone and in any location in the world. Additionally, viewers can chat and have discussions amongst themselves. We also allow people to call in and ask questions. We envision this as a way for companies to be transparent and allow their consumers to see a face behind the brand. For a small business, this can be a way for you to expand your business and reach people in different states or internationally as well. The format of the press conference can be used to inform people of new services or products that you will offer or even poll viewers to get consumer feedback.

Accurately know your consumer

We have taken time to understand the Fresh Mixers consumer and the additional market for those who like comedy and/or work during lunch. I previously referenced the term consumer and target market – I was a marketing major – but really knowing and understanding these individuals will help you better define your offering. This can also help you expand your small business into a larger business.

I remember a previous employer stating once that they will not consider a new business opportunity if there is not an appealing online component that will accompany the business. As we move forward, it will be impossible to find success without understanding your market and meeting them in online destinations where they live most of their day. I hope these ideas were helpful and permitted you to gain a different perspective on how to implement affordable techniques into your current business strategy.