With the coronavirus still dominating media coverage, we are frequently asked if product publicity is important during a pandemic. The answer is absolutely yes! While Media Relations Agency has a few clients whose businesses are on hiatus for the foreseeable future, most need media coverage exposure now more than ever.
Hackernoon.com writer Vishnu Verma asked Media Relations Agency CEO Lonny Kocina to elaborate on this subject. Lonny observed that personal selling has taken the biggest hit during these last 4-5 months. “You are not sending teams to expos and events. You cannot even sample consumers in grocery stores. What you lose in personal selling marketing power, you will have to make up in marketing power using other promotional mix channels,” he said.
He advised, “Beefing up publicity efforts is a quick way to replace some of the face-to-face contact that will be lost with the lack of personal selling. That’s one place you can still reach the big groups. Publicity as a sales tool is underutilized by most companies and it is relatively easy to ramp up. Putting your best salespeople in front of reporters and producers who have big audiences is always a win.
“Plus, unlike expos and trade shows, your competition is not right there beside you. I see a lot of trade show money shifting towards publicity and media coverage.”
Media Relations Agency makes product publicity work even harder for our clients because we follow the six-step Strategically Aimed Marketing (SAM 6®) process outlined in Lonny’s best-selling, award-winning book, “The CEO’s Guide to Marketing.” SAM 6 is based on the processes that evolved over our 30+ years in business. It keeps our clients’ marketing on point and contributes to the achievement of campaign goals.
We also pioneered the Pay Per Interview Publicity® pricing model, which guarantees media placements for your promotional budget. With everything else going on this year, knowing how your marketing budget will be spent, and having the peace of mind that it will be on point, may help relieve some of your stress.
2020 is not the year to risk your marketing budget on unproven tactics. Media Relations Agency works with budgets of all sizes. Let’s talk about making the remainder of this year a win for your business. Call us at 952-697-5269 or use this form.
