Monday, April 9, 2018

Tips for Promoting Your Business, WBC, and the Balloon Industry.

Writing and releasing a press release can help your business gain valuable PR. But before you put pen to paper, ask yourself, "Is this story newsworthy?"

Anyone who has recently returned from the World Balloon Convention 2018 has the perfect newsworthy story and the opportunity to promote your business!

Here are some tips on promoting balloons in your community and promoting your business through your WBC experience.

1. As soon as possible, write up a press release. Most journalists get hundreds of press releases each week — many of which don’t even get opened. It’s a good idea to label the subject header of your email with the phrase "press release" or "story idea."
Here are some ideas on what could be included in your press release:
  • A catchy, attention-grabbing headline
  • Who attended from your business
  • What WBC is and why you went
  • Where WBC was
  • Specifics about the success of the convention;
    • How many delegates 
    • How many countries were represented at the convention 
    • How many days you attended
    • National media exposure from this newspaper and that TV network
  • Highlights from your WBC experience, including new product finds, new ideas, your competition results, or your volunteer experiences
  • A quote describing your WBC experience, and/or what you plan to do with your newfound knowledge
  • Conclude with a paragraph listing your balloon business specialties, location, and contact information
2. Include a photo taken at the convention and a written caption describing what is happening in the photo. Make sure that you credit the balloon work shown in the photo. If you worked on decor or helped with a sculpture, include that too. Don't send photos as large files; they will ask you for a higher resolution if they need it.

3. Generally, you should send a press release by email. It's wise to make your subject line attention-grabbing. Any press release sent by email should be pasted into the email rather than sent as an attachment — you email may be flagged as spam, otherwise.

Journalists receive a lot of emails, so you may want to follow up with a call to check they've seen it. Make it your mission to find out the name and email address of the person who will be able to make a decision about whether or not to run your story. 

A good press release should take a factual tone and be short and concise, giving the journalist the essence of the story. They will get in touch if they want more information.

Here is a sample press release:

For Immediate Release
April xx, 2018
For more information: Sue Bowler -

BalloonArt by Sue Bowler attends World's largest Balloon Convention

Sue Bowler, CBA, of BalloonArt by Sue Bowler in Henley-on-Thames, UK, attended the World Balloon Convention (WBC) in San Diego, California, last month.
Nearly 900 balloon professionals from 52 countries attended the convention where design, product, and business classes were taught and incredible balloon competitions took place in nine different categories from large sculpture to balloon fashion.

" This was an amazing opportunity to not only learn exciting new techniques and design ideas but to also work alongside some of the best balloon artists in the world. I had the opportunity to work on some of the most stunning and elaborate event parties".

" I can't wait to apply all the new skills that I learned at WBC to my decorating jobs and to my business. I know that my clients will as excited as I am when they see my new design ideas and some fabulous new techniques that I will be introducing over the next few months" Sue said.

BalloonArt by Sue Bowler has been in business since 1990, offering balloons along with other party supplies and gifts, balloon decor, and balloon deliveries. BalloonArt by Sue Bowler is located in Peppard Common, Henley-On-Thames, and can be reached at xxx-xxxx or by visiting

Photo Enclosed - 
Sue Bowler of BalloonArt by Sue Bowler in Henley-On-Thames, Oxon, recently attended the World Balloon Convention in San Diego, CA. She is pictured here with a beautiful balloon and flower wedding Arch.

Extra tips for gaining year-round media exposure:

  • Develop a list of media contacts. Ensure that you have the correct contact names and correct spellings, and for newspapers, find out their deadlines.
  • Send press releases regularly on your big events, awards that you've won, workshops you've attended, or unique sculptures that you have been commissioned to create. Always include a good photo to illustrate the power of balloons.
  • Tie-in press releases to holidays or special commemorative days, if possible.
  • Donate impressive work for community events and invite the media! 
Here are some WBC 2018 facts:

  • WBC 2018, held March 14-17 in San Diego, CA, USA.
  • Hosted by Pioneer® Balloon Company, the event showcased balloon artists and balloon creations from all over the world, with delegates representing 52 countries. 
  • In addition to the top-notch educational curriculum—which featured 55 classes taught by 33 of the industry’s most respected professionals—other activities included nine competitions with 157 entries, a Vendor Showcase, two Deco-Twisting Jams, and a CBA® Exam that resulted in 25 proud new Certified Balloon Artists. Finally, WBC 2018 was also host to 100 children from the Greater San Diego Boys and Girls Club for an hour of balloon entertainment and a personalized tour through the sculpture gallery.  
  • World Balloon Convention Media Coverage: Total Impressions: 859,050
    • Fox 5 San Diego
    • KSON 103.7
    • NBC 7 San Diego
    • The CW San Diego
    • CBS 8 San Diego
Check out these great press releases: Kyrstin Stewart of Stewarts Baskets and Balloons in Alliston, Toronto, Canada, and Samuel Stamp-Dod, CBA, of VIP Balloons in Ipswich, U.K., and their WBC 2018 successes!

Wishing you every success with your press releases!

Happy Ballooning! 


1 comment:

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