Make 2022 the year you become famous

by | Jan 12, 2022 | Company News

Image of TV, radio and news paper to become famous

New year/new thinking! This is an unprecedented marketing environment. How can you keep your foot on the pedal and gain even more momentum? We have the advantage of knowing what’s been working for our long list of clients in multiple industries. 

We frequently use the analogy of climbing the ladder of fame. It’s nearly impossible to instantly catapult yourself from ground level to the very top. Those who attempt that shoot-for-the-stars strategy often never make it beyond the first rung.

The tenacious ones – which describes you – are more strategic. As they climb each rung, they strengthen their foothold in their market. Their level of fame rises. Here are three steps to making 2022 the year that your product becomes famous.

  1. Use the media as your voice. The media = marketing power. 
    • Publicity is the smartest use of your budget. You can reach more people through the media than any other promotional channel. 
    • Publicity is persuasive. People depend on the media to supply them with purchase information. 
    • Publicity builds and reinforces your reputation. When people see your story told (and repeated) by multiple outlets, their trust in your product will rise. 

Strategy: Be open to a wider mix of media opportunities in 2022. Be everywhere! Even if you sell only to the trade, recognize that consumers may still drive demand for your product. If you only sell in a few markets, work with us to saturate those markets with your story, told using various angles. 

  1. Repurpose every media story we arrange for you.  Posting all media coverage to your website is essential. 
    • Repurposing increases each story’s longevity. A story may only reside on the media’s home page for a finite period of time. It can reside indefinitely on your website. 
    • Repurposing increases each story’s reach. Even a local story can get national attention when it’s available to all of your website’s visitors. 
    • Repurposing legitimizes your product among other reporters and journalists. Most media will review your website before agreeing to do a story about you.  
    • Each media story you post to your website improves your SEO. As each page gets indexed with key words and phrases, your discoverability increases. 

Strategy: If we’re not already producing media placement wrappers and social posts for each of your placements, talk with us about starting that process immediately. We are also producing sizzle reel videos to generate excitement about clients’ stories that have been picked up by multiple media outlets. These have been very well received! 

  1. Fully integrate your messaging and strategies. A disjointed marketing campaign can easily confuse your audience, causing you to lose business. 
    • Consistency and repetition matter.  Distill your messages into memorable pieces that teach audiences your key value points and unique selling proposition. Then have a well-coordinated plan in place to repeat those messages at every opportunity. This is how you teach your prospects to choose your product. 
    • Always use code sheets and a control template. Straying off your message could translate into missed sales and wasted budget. These tools enable you to stay on point. An obvious example is a restaurant ad that doesn’t include the address. A less obvious example might be omitting a key value point on your sell sheet. 
Strategy: Let’s review your code sheets at least annually to ensure everything is current. Even if your internal team produces some of your sales and marketing materials, such as sell sheets, print ads or digital content, run them by us before finalizing them. A fresh set of eyes is always helpful. And when those eyes belong to a strategic marketing expert who is familiar with your most important messaging, this step becomes even more critical.  

We sincerely want to earn your business and help you move your product up higher on the ladder of fame in 2022. 

Call us at 952-697-5269, or use this form, to discuss using these ideas to fortify your 2022 marketing campaign.


For more great marketing advice, check out The CEO’s Guide to Marketing!

Written by Heather Champine

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 25 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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