Rising stars … celebrities … superstars. These aren’t just people who walk red carpets. Your product or service may also fit into these categories. And just like any good publicist, Media Relations knows how to leverage your best assets – plus our skills and contacts – to open the right doors. Thank you, Better Business Bureau of Minnesota & North Dakota for inviting me and Checkerboard President Jason Kocina to discuss our integrated marketing processes with your members.
The making of a celebrity product
While there are some people who are famous for being famous (without any notable accomplishments), most famous people, products and services can easily point to what makes them different and better than their competition. Jason and I had a lot of fun during this BBB presentation explaining how it’s possible for companies to parlay their products’ assets into fame.
I began with a quick explanation of our SAM 6 marketing process, which is described in detail in Lonny Kocina’s best-selling, award-winning book, The CEO’s Guide to Marketing. We walk every one of our clients through this process.
Fame starts to build with well-placed media stories. Reporters and producers provide your product with all-important third-party credibility. Think of the media as your original influencers. They are the first ones to say you’ve got what it takes to deserve space on air, online or in print.
Then comes the all-important follow-through. To become a rising star, you’ve got to use those media placements to grab the attention of layers upon layers of influencers. Your mantra should be “reach and frequency.” As Jason – a genuine digital marketing guru — pointed out, be smart about your digital marketing by using such tools as geotargeting. Your best media interview only ran in Chicago? No problem! We know how to make sure it gets national attention. That’s just one example of how our team creates blog posts, videos, memes and interactive content to integrate our clients’ online presence with their other marketing initiatives.
A shortcut to fame?
When a product is famous, it’s called a brand. That’s the difference between a burger and a Big Mac … a cell phone and an iPhone … a cartoon mouse and a beloved character with a squeaky voice named Mickey. Media Relations has helped launch many rising stars that have gone on to become cash cows. If you believe your product or service has what it takes to become a celebrity, the best place to start is by earning a good media placement and then using it in as many ways as possible. Once you get the hang of it, you’ll feel the momentum building.
We’re happy to talk with you more about our processes and what we think we can do for your business. Call us at 952-697-5269 or complete our contact form.
