Shop local. Support your neighborhood businesses. Many of today’s consumers are avoiding major retailers and spending their dollars closer to their neighborhoods. This can be a problem for operators and franchisees of nationally known brands. Their name awareness is often a double-edged sword: appealing to some consumers, dissuading to others. The solution is to promote your product or service with a local flair.
When you sit down to plan your marketing strategy, what promotional channels do you consider? What about media coverage? I recently arranged this Mother Nature Network article for the Malaysian Palm Oil Council. It taught a massive audience about Malaysian palm oil’s advantages. Here are four reasons to include media coverage in your marketing plan.
The Saturday Evening Post has a long tradition of providing thought-provoking articles. I was happy to arrange publicity in this national publication for our client, Sambucol, because I knew a large audience would see it. Indeed, this national magazine article made 352,000 impressions. That’s the beauty of media coverage: It delivers a client’s message to a massive audience on a trusted platform.
The best way to meet people’s needs is to listen to what they tell they are saying. That’s why social media listening is such a great complement to my work as a publicist. I monitor sites such as Facebook, Twitter and Pinterest to discover what people are saying about clients’ products and industries. Listening does more than provide real-time business intelligence. It helps me create engaging content ideas for clients’ digital marketing. I can also use these ideas to help clients gain media coverage. Here’s how.
When you’re planning an event, you need an efficient, effective way to encourage people to attend. Media coverage is a smart choice. This television segment I arranged on a local ABC-affiliate lifestyle program made 76,000 impressions. It helped our client, RAM Racing, tell audiences about the Hot Chocolate 15k/5k run. The segment illustrates four reasons why media coverage is a convincing way to promote your event.
Social media listening can reveal consumers’ candid opinions about your product. You may discover questions you should answer or concerns you should address. And, as Krista Wignall explains, you could find out about emerging trends that are very beneficial for your marketing.
This national AOL.com article that I arranged for our client, the Malaysian Palm Oil Council, shows why media coverage should be a part of your product marketing strategy. Media stories can capture consumers’ interest and explain product benefits. Media coverage also has a huge reach; this national article made one million impressions. The article used an intriguing angle to make consumers curious to read further.
Promoting a product can cause you to do a lot of wondering. You may wonder what consumers really think about your new product. You may wonder if your promotions are attracting attention. You may ask yourself why some campaigns increase sales and others seem to get no reaction. Monitoring social media sites can give you peace of mind by providing answers to many of these questions.
This California media coverage I arranged for our client, the Malaysian Palm Oil Council (MPOC), reached 75,000 viewers when it aired on an ABC-affiliated morning show. But that was just the start. Now MPOC can repurpose this media clip in its digital marketing to teach more consumers about Malaysian sustainable palm oil’s benefits. The media stories we arrange have two lives: their initial airing and serving as owned-media marketing tools afterwards.