This time of year I clean out the closets, tossing outdated clothes, broken toys and sometimes even projects that I started but never finished (sorry macramé plant holder), so I can have room for what’s currently important to my family. This same mentality should apply to your marketing budget. It’s time to stop spending resources on outdated marketing tools and promotions that aren’t getting results. Instead, invest in a proven marketing tactic that puts your product in front of people who are ready to buy, Pay Per Interview Publicity.
I’m proud of this publicity I arranged for Rhinomed. The company’s snore-limiting device, Mute, was expertly woven into this Fox morning show segment about spring cleaning your medicine cabinet. “What should stay and what should go,” the host explained. Holistic pharmacist Sherry Torkos told viewers why they should clean out this household black hole and then, why Mute deserves a place inside.
Torkos shared why snoring happens and how this latest-and-greatest product makes breathing easier. She slid in an attention-getting note about how Mute was developed. (Wow, it’s for athletes? It must be good, the viewers think.) Then, my favorite part: The host asks a question which allows Torkos to deliver another important key message. (It’s reusable? Awesome.) This helps tip the viewers’ mindset from “Oh, interesting” to “I want this product.”
Our clients love this type of publicity. Who can blame them? One of the reasons it works so well is because it’s not as blatant as advertising which so many of us tune out. It’s closer to a personal recommendation which greatly influences buyer behavior today. More than 70 percent of us now seek online reviews before buying products.
Publicity is an incredibly effective way to tell your product’s story. That’s why so many of our clients continue to invest in this promotional tool. Publicity sells, or these clients would toss Media Relations Agency aside like a broken action figure. And we’re experts at earning publicity which is why we continue to add new clients month after month.