Would you prefer to tell your product’s story to a packed stadium or just the guy standing in line in front of you at the supermarket? One of our business model’s greatest advantages is that there is not much direct competition for what we do: Media Relations sells product publicity. But this uniqueness can also be challenging to overcome.
It can be difficult to convince marketers to try something out of the ordinary. Couple that with the PR industry’s traditional hourly billing model (which Lonny Kocina is fond of saying is about as senseless as selling pizza by the hour), and many marketers are initially a little skeptical when we talk with them for the first time. But most soon change their minds.
Over the last 30-plus years, we’ve sold tens of millions of dollars worth of Pay Per Interview Publicity®. Those who take advantage of publicity as a promotional option typically represent two extremes: They either have a small marketing budget and are seeking a cost-effective way to teach the masses, or they are big companies maximizing every promotional channel available.
Many of our clients have been with us for more than 10 years. Ask yourself why would a company buy something every month for a decade or longer? That’s a pretty obvious clue. Small clients want 20 or 30 stories per year and large clients want hundreds.
I’ve always liked the visual representation of what product publicity can do in terms of mass marketing. Doing a media interview is like standing at a podium telling your product’s story to a sports stadium filled with people. Do you know how much money it would cost you to bring that many people together for a speech?!
The vast audiences reached by a single media story would be nearly impossible to assemble any other way. Doing a media interview is deceptively easy. If people could actually see the size of their audience while they are being interviewed, they would probably pass out from stage fright.
There’s no more effective way to build your brand than having reporters tell your story through publicity. Publicity is an unlikely secret weapon. Most likely you are getting only a trickle. We can change that quickly. Call us at 952-697-5269 or complete our contact form. We’d be happy to tell you how much publicity we believe we can arrange for your product.
