Where to spend your marketing dollars

As author and motivational consultant Simon Sinek once said, “People don’t buy what you do, they buy why you do it.” A successful marketing campaign builds familiarity with your product and trust in your company. It involves process and strategy. It requires marketing instincts honed by years – sometimes decades – of helping companies use the right promotional channels to share their stories with the right audiences at the right time. These insights are some of what drew me to Media Relations Agency. With every conversation, I get to help businesses determine where to spend their marketing dollars for the greatest impact.

Today, I’m sharing two important pieces of advice with you. The first involves process. I wouldn’t recommend spending a single marketing dollar without having a strong marketing process in place. You (and your marketing agency, if you hire one) need a clear, shared marketing structure to ensure that you stay on point with everything you produce. Of course, that helps protect your budget because you’re less likely to go off on fruitless tangents. And it just about guarantees that your marketing program is saying the right things to the right people through the right channels.

One of the first things I did after joining Media Relations Agency was read The CEO’s Guide to Marketing. At 236 fully illustrated pages, it’s a fast read. But then, I went back and read it more carefully and discovered why it’s still a best-seller nearly 18 months after its release. It outlines the Strategically Aimed Marketing (SAM 6® process) which is a step-by-step guide that keeps everyone focused on the desired results. Media Relations has been fine-tuning this process for three decades. There’s no question it works.  

The second piece of advice involves strategy. The more you repeat your messaging to your audience, the more fluent they will become about your product. Media coverage is a very affordable promotional strategy. You can achieve even more visibility for your business or product by using tactics that extend the reach and longevity of media coverage.

I enjoy talking with business people about this one-two strategy. With our Pay Per Interview® pricing model, you pay only for the media coverage we arrange. Then with our integrated marketing tools, we can help you repurpose this coverage on your website, in your owned social media channels and in your outreach to clients and prospects. This strategy could easily be the best way to spend your marketing budget.

Actors often become famous by promoting one film or TV role after another. Similarly, your product may become famous by promoting one media story after another. We turn products into celebrities by arranging media coverage about them, then showcasing that coverage in many ways.

When a traditional media outlet agrees to run your story, the decision implicitly tells its audience that this is valuable information, not a commercialized sales pitch. News stories are third-party endorsements and prove credibility. It builds trust in your business. Consumers are impressed to learn that your product has been highlighted on television programs, radio shows, online networks and in print publications.

While every company has a compelling story to tell, many of those stories aren’t being heard. One of the best ways to make sure your story gets told – and retold – is through media coverage.

There’s no faster and more efficient way to reach the masses with your story than to tell it on TV or radio, in print and on the internet. Media Relations Agency makes that happen every day for our global clientele.

After more than 30 years in business, our team has many more solid marketing tactics and strategies that I’d love to discuss with you. Complete this form or call us at 952-697-5269 to learn more about how to start the process of sharing your story with massive audiences.  


Written by Matt Hentges

We can feel the energy go up a few notches when Matt is around! He immerses himself in a conversation, eager to learn all he can and genuinely curious to discover how he might be able to help. “My favorite part of my job is talking with new people and trying to find a connection or potential synergy,” he acknowledges. Matt keeps things light and fun, especially when discussing one of his favorite subjects: marketing. He enjoys his role in moving a project to the next stage, which is applying our Strategically Aimed Marketing process. “I’m like the little kid who asks “why?” over and over, and SAM 6 gives reasons to the “whys” in marketing.” As Matt channels his boundless energies into helping businesses make smarter use of marketing tools, he relishes being part of a team that capitalizes on each other’s strengths. “We have a wonderful business model that more than fills a unique niche within the publicity industry. We are truly marketing and publicity experts with many seasoned years behind our goal-driven agency.”

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