Generating Publicity – Will The Media Be Interested In My Product or Business?

When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media.

A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide can lend strong credibility to a new product. That “media bullhorn” can also do wonders toward educating consumers about your product. But does your product — and it’s media pitch — have what it takes to attract the media into giving you coverage in their pages or on their airwaves? As I mentioned, many products or businesses can generate some type of publicity and media interest, but in my professional experience, the types of products and pitches that lend themselves to the best media exposure include:

home/garden products
kitchen/cooking/food products
consumer electronics
automotive accessories
home repair/DIY tools
personal health/medical/fitness products
recreational/outdoor products
experts (business, health, technology)
If you have a new or under-publicized product in one of these categories, the media could be a good friend to you. However, you first have be a friend to the media. Your product (and pitch) needs to have what the media calls a “news peg” — that gives them a logical and newsworthy reason to feature YOUR product as opposed to the 200 other media pitches that are on their desks right now. Additionally, you need to make it as easy as possible for them to do your story or they WILL move onto a competitor’s pitch and product that is easier to cover.

Can you provide a media sample?
Do you have quality photos of the product?
How can the product be purchased: in stores, catalogs, online, by phone?
Can you arrange a quick interview if needed?
Products/services that don’t really lend themselves to media interest or publicity are things like:

website developers
cell phone/printer cartridge sales
vitamin supplements
insurance
financial planning
MLM/downline schemes
I’m not implying that these types of businesses aren’t media worthy. I’m simply saying that from a media interest, editorial standpoint, there are thousands of competing product and businesses like these on the market and unless they are offering something truly unique, they lack that “news peg” that will attract the media’s attention. If you are launching, let’s say, a new garden tool that is very similar to many other garden tools on the market, don’t expect much interest from the media in putting together a feature. You can create that news peg by answering a few questions:

How does your product differ from competing products already on the market?
Why should the media and subsequent consumers be interested in your product?
Does it provide a solution to an existing problem for consumers?
Bottom line — an expertly maintained publicity campaign can help forge wonderfully reciprocal, mutually beneficial relationships with the media. Reciprocal, in that the media constantly need interesting information to put together their product profiles and business features — and YOU need constant media exposure to get the word out. If your product or business can meet the media standards mentioned above, you could benefit greatly from some solid nationwide media exposure. Getting your product mentioned in print articles and on TV/radio shows nationwide will help spread the word to customers — and at a fraction of the cost of a nationwide advertising campaign.

Factors Considered When Launching a New Product on the Market

When launching a new product, you have to make sure that your launch sequence appreciates the decision making process of your prospective customers. Avoid flashy, salesy launch sequences that repeat the message “buy my stuff” over and over. As you create your campaign, consider these two factors.

Factor #1: Customers do not buy your product just because you made it. Customers buy your product because it solves a problem in their lives.

Factor #2: Few people are going to buy your product the first time they hear about it. You have to give your marketing efforts time to take effect in your prospect’s mind.

Because of these two factors, your launch campaign has to acknowledge where your potential customer is in the buying process. Let’s take a look at the steps of the buying process:

Step 1: Awareness. This person has heard of your business, but may not know what you do. You did something right, because your business is familiar to them. Your responsibility is to encourage this person to learn more about your business by visiting your website or trying a sample.

Step 2: Interest. This person has taken a step to engage with your business. He has requested a free trial, come to a free event, or is a referral from another customer. This person is aware of what you do and has shown a level of interest that goes beyond casual awareness. Your responsibility is to better understand this person’s needs, offer an intelligent solution, and request the opportunity to follow-up and discuss further.

Step 3: Prospect. This person has given you permission to follow-up with him. He signed up for your newsletter or provided his contact information for a return call. Your job is to contact this person, establish a connection, and help them see how your product solves their problem.

Step 4: Customer. This person purchased something from your business. He decided that your product solves his needs and wants to put it to use. You have made the all-important first sale and now your job is to stay connected, collect survey feedback, and improve the buying experience.

Allow Promotional Products To Help You In Campaigns

Have you ever thought of helping in campaigns for the promotion of National Child-Centered Divorce Month? For those of you who are not familiar with this event yet, it is usually celebrated in July and is headed by many different public and private sectors. The effects of divorce on children is an issue that needs to be tackled head on now, more than ever, that’s why this occasion must be made known to all. It’s great to know that items like promotional products are always available to serve as freebies during events like these.

National Child-Centered Divorce Month is especially dedicated to parents undergoing divorce, so they can be guided in making sound decisions for the benefit of their children. Divorce can really change anyone’s life dramatically, and kids of divorced couples experience the hardest of times. Logo printed products such as custom paper bags that contain self-help items like instructional DVDs or books are some of the most ideal items which can be given to these couples. This can help them a lot in the current situation that they’re going through.

Promotional products have always been known to effectively assist advertisers in their quest of promoting certain events or causes. What are the concrete steps you can take in order to participate actively in this campaign? Different promotional items can surely help you in your main objectives:

1. Organize a powerful launching day – Custom imprinted products can help you plan for a major launching day dedicated for this event by serving as main promoters for the actual day itself. Hand them out days or even weeks before the event, so they can make the time for it.

2. Get the experts’ participation – It would be great if you can enlist the help of speakers, counselors, and specialists and invite them to serve as resource persons in a talk or seminar that can be conducted for this event. This way, you’ll be able to offer accessible help to all divorced couples in your area who are in most need of it.

3. Hand effective souvenir items – This event aims to help divorced couples in making sure that their kids are able to cope with the difficulties of divorce but it can also help you get publicity for your business as well. Make sure that the promotional items you’re giving away can characterize your whole organization.

If you know how to spot the great promotional products from the mediocre ones, you have a good head start in organizing your marketing efforts for this event. Remember that divorce is a very sensitive issue and should be approached with extreme prudence. Start planning early if you want to participate in this campaign.