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Promote your product without the gamble

by | Aug 10, 2016 | Advice & Tips

promote your product without the gamble

Every company wants to promote their product, but many don’t use PR to do so. That’s because many PR firms charge big hourly fees with no guarantee of coverage. I don’t blame anyone for skipping that gamble. We’ve made it cost-effective and smart to take advantage of the best way to promote your product: media coverage.

I started this company almost 30 years ago selling PR by the placement. If you pay for a pizza, you get a pizza. If you pay for a car, you get a car. And with us, if you pay for media coverage, you get media coverage. Clients love the familiar concept.

Back when we started, PR industry leaders looked down their noses at our now trademarked Pay Per Interview Publicity®. The chapter president of a public relations association was quoted in a trade journal as saying, “They sit four to a desk and wear telephone headsets.” Those industry leaders aren’t so smug now. We crank out product news stories like a machine. Our staff has arranged tens of thousands of stories for hundreds of prominent clients.

The big reason media coverage works so well is simple: You have to tell people about your product when they have time to listen. Just like you, everyone is busy. But we all take a break to watch TV, surf the internet and read magazines. We skip the ads and commercials to get to the programs and the articles. That’s where you need to be. If you don’t get sales with media coverage, you don’t have a marketing problem. You have a product problem. Try some news stories.

Some of our clients, such as BreatheRight®, are happy to praise our work and publicly acknowledge the important role we played in the success of their products. Others prefer to keep their relationship with us a secret as we arrange news stories for them.

The bottom line is that media coverage is the most cost effective and best way to tell customers about your product. If you aren’t using media coverage as a sales tool, you should try it. Your marketing dollars should go to stories arranged, not hours worked, so it makes sense to use PR for selling.

Call us at 952-697-5269 or complete our form for our current rates. We can also give you our opinion about reporters’ interest in your product. Buy these news stories from us on a per-placement basis. If it works, you can do more.

Written by Lonny Kocina

Written by Lonny Kocina

Lonny Kocina is the CEO and Founder of Media Relations Agency which has been in business for nearly 35 years. During that time, Kocina also founded and sold two other businesses: Mid America Events and Expos, and Checkerboard Internet Services. Prior to that, Lonny worked as a marketing director for Investment Rarities Inc., a company with sales over 4 billion dollars. Kocina has also been a long time member of Vistage International which is a CEO peer mentoring organization. He was also a volunteer marketing mentor for Junior Achievement and the Carlson School of Business. For fun he has taught Principles of Marketing at the college level, and his recent book, the “CEO’s Guide to Marketing” is an Axiom Business Book silver medal winner as well as an Amazon bestseller. Lonny likes to kid that his third grade teacher may have summed him up best with a note sent home on his report card. “Lonny is a daydreamer and he’s getting worse each day. He complains of a stomach ache a lot and I don’t think he likes school much either.”

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