52 Fridays is a year-long series for equestrian professionals and equine business owners and managers, with marketing and public relations information, ideas, tips, & resources shared here each Friday. New EMAIL blog subscribers receive a ’52 Fridays’ PDF when they sign up; existing subscribers and new RSS FEED & WORDPRESS subscribers can send a request for their own PDF here.
The idea for this chapter of 52 Fridays started out one way, but just like the reliable, versatile PDF, it morphed into something else.
PDFs, or ‘Portable Document Format’ files, are stand-alone computer files that contain everything needed to recreate the document on any computer, no matter whether it’s a Mac or PC, or how old or new, or what software it has, as long as you’ve got the Adobe Reader that can read and translate the document contents.
The PDF format was created by Adobe Systems in 1993 and has been free for many years, but finally in 2008 it was established as an open standard. Also in 2008, Adobe granted royalty-free rights for all of their patents that are needed to ‘make, use, sell and distribute PDF compliant implementations.’ (Wikipedia). While you can read lots of interesting (and technical!) stuff at the Wikipedia page, what this means is that the PDF is another great, free tool for marketing your horsebiz.
If you’re wondering how you can use PDFs for marketing, wonder no more….
- An online brochure at your website or blog: Print brochures are great and have many uses, but they’re often pricey. Plus, once printed, a mistake or information that has changed is nearly impossible to fix without a costly reprint. However, a PDF version of your brochure at your website is handy for those surfing the web and wanting to learn more about your business, plus changes or corrections can be made quickly and easily. PDFs can also be printed out by the viewer for sharing with others, and because they’re in the standardized PDF format, will look the same no matter what computer or monitor is being used.
- A news release that you can share via social media: This is one of the services I’ve developed for my clients – taking the text version of a news release and turning it into a PDF that looks like a magazine page, complete with images. It’s something that’s more enjoyable for a non-media audience, it extends the life (and usefulness) of the news release, and by putting it at your website under a News section, you can link back to it from Facebook or Twitter.
- A coupon that you can send out to as few, or as many, people as you like: Coupon sites such as Groupon and Living Social can be useful for the equine industry, and while I’ve written before about the potential usefulness of Facebook Deals, that program recently bit the dust after only a limited test run. However, PDF coupons can be created and placed at your website, emailed to potential customers, or even shared via your social networking sites, and you can share them as widely or narrowly as you like.
- Almost any other type of marketing collateral you can think of: White papers, e-books, ‘About Us’ information, event invitations or flyers, reports…it boggles the mind what the handy, dandy PDF can be used for, limited only by your ability to think outside the box.
Remember that old TV commercial about ‘the incredible, edible egg’? The PDF is like that, a versatile basic that in the digital world we live in can be considered a marketing staple with nearly unlimited uses, and something that’s within the reach of anyone who wants to give it a go.
Have you been following along with 52 Fridays? Only 18 weeks left! If you’ve incorporated any of the ideas or tips into your horsebiz marketing, please be sure to share them here – we want to hear about your experiences! Leave a Comment at the link below. See you here next Friday for 52 Fridays #35!
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