Product publicity gets people talking about your product

There’s a reason why product publicity is the most impactful form of marketing. You can’t buy a media story. You can’t dictate its content. When the media write or broadcast a story about your product, it means you’ve earned their third-party validation. It tells consumers that someone they trust believes in your product. It gives people a reason to talk about your product. That’s why it should be the cornerstone of your marketing campaign.

We’ve been arranging media coverage for products and services since 1987. Back then, we were making thousands of phone calls to reporters and producers, and faxing details about our clients to media outlets across the country. Meanwhile, consumers were tuning into see who shot JR, learning to play Pac-Man and becoming fascinated with 3M’s newest invention, Post-It Notes.  

A lot has changed in the last three decades, but one basic truth remains: It still takes lots of work, skill and preparation to arrange product publicity. Below are some other basics you should know.

  • Plan to diversify your approach. Make people desire your product more than their money by appealing directly to their needs. An easy example: You might tell a dieter that your oranges have few calories; but you might tell parents with small children that your oranges are high in immune-boosting vitamin C. You are telling both groups to eat oranges but you’re using different angles to persuade them. 
  • Prepare the right content for the right channels. Select the channels most used by your target audiences then prepare materials that will help your media contacts produce your story. These will be different depending on the media and the market. If you want to pitch yourself as a guest on your hometown morning drive-time radio show, that’s a different approach than arranging for a national newspaper to run an article about how your product is trending. 
  • Commit enough budget to get your desired results. Because of its credibility, publicity may generate more sales than an advertisement. The cost to produce and arrange product publicity can give you a great return on investment. The most successful media campaigns layer local, regional and national coverage. They build momentum by earning coverage on digital news media, print, radio and TV. 

To learn how to design a marketing campaign that emphasizes product publicity, I recommend that you start by reading the fully illustrated best-seller, “The CEO’s Guide to Marketing.” It will take about 90 minutes for you to read it cover to cover. It describes a simple, six-step marketing process called Strategically Aimed Marketing (SAM 6®). Then, jump onto our website to use our free tools to implement each of the six steps.

Let’s talk about how a publicity campaign might look for your product. Set up a free consultation with me by calling 952-697-5269 or completing our contact form

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 20 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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