Hello Lisa! I saw you once on the Big Idea show and I was impressed! The show knows all about me, I don't know why they won't have me on.

My question is this, I started this product on a budget of a few hundred dollars 18 months ago. I relied on free publicity which I achieved very successfully. Popular Mechanics did a wonderful review after testing, made the cover of the largest safety magazine, a two page spread in Inventors Digest Magazine (2nd review by ID) and even a wonderful editorial in a magazine in the UK called T3 along with lots of other publications.

The publicity for this year did not generate a good sales volume and I feel like I might have even wasted those opportunities. I am now going to hire a PR agency because I am getting tired and so are my leads. I was going to start the campaign now but I have decided on Spring '09 instead because of the economic climate.

I have sold direct to Fortune 100 companies, every division of military, EMS/FDs across the land and beyond, we have customers buying completely around the world, a few divisions of Federal Government have bought like the CDC as well as states and we have sold to all walks of the general consumer so we are moving along.

I know you know PR...do I just wait into '09? Why bother with the campaign if people aren't even "window shopping" now even? I do know PR is cheaper right now. I have not advertised yet, all PR. What do you think?...THANKS!

Ron Komorowski
Inventor of Handi-Straps
www.handi-straps.com

Hi Ron. Cool invention! On average it takes a minimum of 10x and as high as 20x for someone to respond to an advertisment. For that reason alone, I wold not pass up an opportunity to place myself in front of my customer. The exception would be if it was a one time opportunity. In that case I would be strategic about the timing.

Hope that helps!

Lisa Lloyd
www.LloydMarketingGorup.com

Hello Lisa,

I am very surprised at your answer. I asked you when is a good time for PR in the next year with this economy.

You said to get in front of people because they need to see it 10 or 20 times in an ad before they buy.

You should know a new product even by a large established company just can't afford that kind of advertising and small guys or big companies rely on PR to start.

PR also comes with a story about the product and sometimes test results by the publication after they try the product themselves. This is worth many times what an ad can say.

I don't think it is even possible to launch a new product without PR and rely on all advertising. A full page ad in a little trade magazine costs $10,000. Costs mount up pretty quick!

Ron Komorowski
Inventor of Handi-Straps
www.handi-straps.com

Many companies have been started and grown very successfully without a PR campaign. Often, PR is a "free" way for those with limited resources to expose their product when they do not have money to consistently run print or other ad campaigns which do help grow a brand and develop a company image. I was part of a start up that has done tens of millions of dollars in sales without ever being featured in any magazine, newspaper, or on line venue. Fact is that spending time on a sales effort is what brings in sales and then once you have established some revenue you now have the freedom to more effectively promote your product. As my father always said (although this may be a famous quote from someone else), nothing happens until someone sells something!

Once my company hit about 7-8 mil in revenue, we hired a PR firm to FURTHER or awareness and upon request from certain retailers who wanted us to help drive traffic to their stores. Retailers will tell you that they do not have an interest in making your brand, you have to have a brand. However, you must start somewhere and so if you have a great product that is packaged and priced right you should spend as much time as possible calling on customers and getting some placement. Retailers are in business to make money and if you have a potentially profitable product they may not care about what PR effort you have....

Jim

www.jimdebetta.com

Thanks Jim!

Very smart words. You have seemed to do everything right with your venture.

One thing you said that so many inventors just don't get, retailers will not help you launch your product and make it popular; in simpler terms. they will not brand it for you.

Inventors or product developers have this dream where they can go to a retailer and the retailer will make them millions.

No way. You must come to the retailer with proof that the product won't just sit wasting precious shelf space. This means come with a sales history. The exception is the established manufacturer. 3M could put rocks up on the shelf if they wanted.

There are exceptions, like an agreement to put a cardboard standing display with your product in front of every register or isle, but they cost about $30 each at a high quantity purchase otherwise you can be talking $50 each or better.

Your words are true for a general business but for a new product launch, PR is a necessity. Thanks Jim, nice talking to ya!

Ron Komorowski
Inventor of Handi-Straps
www.handi-straps.com

Hey Jim...should have looked at who you are before telling you how it's done! I have studied this field for over 20 years so I do have some knowledge but not like you.

I know who you are...read your first article that will become monthly in Inventors Digest.

Guess you know me. They covered me and Handi-Straps with a half page in May and then two months later gave me a two page spread with a picture sprawling across the pages.

The people at Inventors Digest are great aren't they? A must for all inventors to subscribe. They were just so supportive of me and now friends of mine. Business aside, they supported me by the heart. Means something to me I won't forget.

Ron Komorowski
Inventor of Handi-Straps
www.handi-straps.com

Actually...it is combination of everything that creates a successful business - you and I both know that and it is so important for inventors to know that to bake a great cake you must have all the right ingredients....have a good one!

Jim

I am always learning that is for sure! I do know who you are as well and it is great to see great stories like yours - it should inspire others to stay with it and realize that eventually good ideas can become successful...

Inventor's Digest is indeed a great magazine and it has really matured and looks great these days. Mike Drummond has done a great job as Editor in Chief and he is supportive of this business we are all in and it is always good to have people like him involved in the business...

Take care and keep in touch...Jim

Ya know Jim...here is a giant secret for you. A point derived from my many many years of study all boiled down to a few philosophical points.

Little kids have some terrible nightmares, but adults have nightmares so much worse! Adults think of potholes, brick walls, thieves along the trail that just aren't there.

I mean, sure, they can be there, but the simple medicine is to research,study, read about your field and take a simple step EVERY SINGLE DAY. Even Sunday. Take 15 minutes during a drive even to come up with Monday's strategy. If you do, those manufactured monsters that adults make up turn to dust as you go along your way.

Who says I can't take my Handi-Straps and someday open up "Ron's Depot next to or near Home Depot and build my own supply store around Handi-Straps?

Following my philosophy here, with not an inkling of what an astronaut even is, almost anyone could follow my steps and get a job riding in the Space Shuttle if they wanted.

Ahhh...you say...this guy's crazy...but then again, without a day of medical school, watch me fix half the bad backs and shoulders worldwide, help handicapped with MS. Help a few billion knees out as loads are extremely stabilized on the body when walking with Handi-Straps.

I'm doing what I preach. Some just like to talk alot.

Ron Komorowski
Inventor of Handi-Straps
www.handi-straps.com