Media Relations Agency recommends a mix of media types for most publicity campaigns. While a feature article enables you to tell a more complete story, sometimes brevity is all you need (when it’s the right channel). This Similasan product profile in USA Today’s weekend edition shopping circular reached more than 2 million actively seeking readers across the nation.
Our client, Similasan, sells a line of natural remedies. So far in 2020, we have arranged for them to receive media coverage on local TV stations throughout the country, and to have their messaging included in articles printed in national and regional publications. Our media outreach has also resulted in Similasan being mentioned by numerous bloggers/social media influencers.
But this media placement was unique.
USA Today publisher Gannett produces “YES! Your Essential Shopper” to reach consumers who are intensely interested in shopping information. While the content inside is highly targeted by zip code, this circular is wrapped in content with national appeal. Similasan’s Allergy Relief Eye Drops were featured prominently on the front page of YES!, along with three of its primary value points, its price and a national retail chain where the product can be purchased.
A well integrated publicity campaign uses many approaches to reach audiences. We know that even if a client is trying to reach moms of toddlers, for example, we would target mommy media but we’d also target more general media.
Because as with most Americans, moms of toddlers watch many of the same TV shows as the rest of us; they read general interest publications and they seek information before deciding what products to buy when restocking their household supplies. Plus, marketing to an undifferentiated demographic often uncovers those hidden gems: strong markets for a client’s product that no one knew existed.
How much media coverage have you earned for your product this year? Let’s strategize about how we may be able to increase that amount. Call us at 952-697-5269 or complete our form.
