To market a product, it’s smart to reach as many people as possible each time your story is told. There are many reasons why a broad reach is the best marketing strategy for businesses, and why publicity is the best channel for making this happen.
Your product’s reputation will be built in two ways: What you tell people about it and what people experience once they try it. Using the media to tell your product’s story is incredibly efficient and effective. Consumers pay attention to and trust media stories. A huge part of the media’s influence on people is its independent third-party credibility. You can’t buy a media story. But don’t allow that to stop you from pursuing media coverage.
1. Publicity expands your reach: In marketing, the term ‘reach’ refers to how many people are receiving your message. A single media story can reach thousands, and sometimes millions of people. It can then be repurposed on your website, through social media as well as in newsletters/emails.
Why is broad reach essential? Consumer buying behavior is constantly evolving. For example, a few years ago the toy industry was surprised to learn that grandparents are responsible for 25% of U.S. toy sales. Many companies were unaware that they were targeting the wrong demographic with their marketing.
Unless you are absolutely – 100% – certain that only a very defined segment of the population will be interested in buying your product, our advice is to go broad. You’re much more likely to reach your buyers. In fact, it’s not uncommon for our clients to uncover surprising and lucrative market segments by using this approach.
2. Publicity is cost effective. Media coverage will give you more room to tell your product’s complete story, and your cost per impression will be a fraction of what a comparable ad would cost.
Using our performance-based Pay Per Interview® pricing model to get media coverage will further help you manage your promotional budget because you will pay only for results. You are guaranteed to get media coverage for your money. Repurposing those media stories (see above) will give you even more value per dollar spent.
Because of its ability to reach and reinforce your message with large numbers of people, publicity is one of the fastest ways to climb the ladder of fame, and earn the coveted distinction of becoming a brand. What’s the difference between a product and a brand? It’s the difference between a burger and a Whopper, a tissue and a Kleenex, or a cell phone and an iPhone.
Of course, publicity can’t do its job in a vacuum. Your digital marketing needs to be ready to handle the extra traffic created by media stories, and to reinforce your messaging. Repetition, also called Frequency, with a consistent message helps ensure that audiences remember your key value points and understand exactly what sets you apart from your competition.
Let’s set aside time to discuss how a well-integrated marketing campaign, leading with publicity, can create more awareness of your products and services. Contact us online or call us at 952-697-5269.
