Finding The Right Media For Your Marketing Campaign
Topics: choosing the right media, public relations strategy, cost effective marketing solution, grow leads
If you are struggling to decide what media to choose for your company’s marketing campaign - you are not alone. In fact, most people have similar issues navigating the myriad of media opportunities available. Further complicating matters are the dire consequences your budget and campaign momentum will face if you choose the wrong media for your message.
Before examining the different kinds of media available and their corresponding attributes, I need to stress a very important point: messaging. No matter the media or the campaign, having strong messages that clearly outline your objective is crucial. Good messages, writing and communication are the engines that drive all media strategies.
But, as the media isn’t “one size fits all”, it depends on the type of company you have, the kind of book or service you are promoting, and which media is consumed by your typical customer. The following are the four main media outlets to consider when developing a “media savvy” marketing and PR strategy:
Television. Built for speed and power, TV is a badge of credibility for anyone seeking to get their message out. It allows you to present the audience with a visual image of your message, e.g., graphs, demonstrations and pictures. These visuals make your message easy to understand and more entertaining for the viewer.
What about the difference between local and national television exposure? Simply put, local television is good for placing a stake in the ground and getting the hometown crowd interested in your message. National television, on the other hand, is good for the same but on a grander scale.
Now what about the impression that you make on television viewers? TV viewers are used to 8 minute segments, and then a commercial. They’ll see your interview, and then forget about you a week later. Because of this fleeting nature, a TV campaign alone is incomplete as a full, lasting, PR strategy.
In the end, TV is most effective when you are able to obtain repeat interviews with multiple story angles to keep yourself on the tube.
Talk Radio. Talk radio is a great way to get your message across to a large group of people at one time. There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms or people in the workplace, and with those “night owls” who listen late into the night. Also, the demographics of the audience are a marketer’s dream. According to the recent Talkers Magazine research project, talk radio listeners are educated, attentive, affluent, and active consumers.
Talk radio schedules are also packed with a plethora of specialty shows (politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc) enabling you to reach mass or niche audiences alike. Radio interviews also allow you more time to tell your whole story than a TV appearance. These interviews average 10 to 20 minutes in length (and some can go even longer) whereas, TV interviews only range between 3 to 6 minutes.
Print. A recent study executed by Forrester Research Inc. (an independent technology and market research company) revealed that people trust print news coverage far more than other media outlets. I’ve always felt print is “King” when it comes to media exposure. An article or story about you and your company not only popularizes your message to millions of readers - it also provides legitimacy and credibility in a way that’s unmatched.
Although this industry is being hit pretty hard with layoffs, there are a growing number of opportunities for PR agencies to obtain solid placements. Just think about it: with less staff journalists writing good editorial content, these publications will depend more on PR professionals and syndicated content to fill their pages.
In the long term a print campaign can help boost sales, which is especially true when combined with a radio and TV campaign. Not to mention that your newspaper and magazine articles can be recycled in numerous ways to strengthen your entire sales and marketing efforts. Why not use your published article as part of your email newsletter, as a feature on your website’s homepage, or part of a sales package to prospects or retail store buyers. Overall, print is an excellent source for establishing credibility and increasing brand awareness.
Internet. Not so much the new kid on the block anymore, an Internet campaign is a proven method to reach both mass and niche media. If you want to market to an enthusiastic audience who enjoy interacting and sharing information, an internet (or online) marketing and PR initiative is perfect for you.
As the internet is a “useful” content driven medium, if you have lots of terrific articles (published or unpublished), company photos, video presentations or even old PowerPoint presentations, these can all be fed into your online marketing machine which can syndicate it widely through the web, thus increasing your brand’s visibility and building credibility simultaneously.
With websites, blogs and other social media outlets you have the added bonus of starting or interacting with a large community of prospective clients in a real way. Imagine the idea of a networking cocktail party without time constraints and costly travel? Sounds great right? The internet offers extensive reach and cost-effectiveness, while supporting the other aspects of your media PR strategy.
Depending on your campaign’s goals, I would advise using a combination of all the above media outlets. Again, the key thing to remember is your messaging. Be sure that whatever media you end up utilizing properly serves your message and is a good fit for your marketing objectives.
For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI. Go to www.emsincorporated.com to claim your free “Power of Public Relations” video today!
Previous Articles Highlighter:
How To Improve Your Search Engine Rankings (1)
Finally...if you put these few little tips into a workable program, there is no keyword that you couldn't eventually dominate in the search engines, you'll find yourself bringing in obscene amounts of traffic because of your first page rankings on the major search engines.
The Power Of Article Marketing: 5 Tips To Improve Your Article Writing (2)
You will find free keyword research tools available online, such as Wordtracker and Google, that will enable you to put together a targeted list of keywords. Knowing what keywords to build your article around is the foundation for writing a good article.
Are You Looking For Car Auction Sites Online? (3)
How odd I thought! Well I really wouldn't go to eBay to buy a car but there are websites you can go to online that actually do specialize in car auctions.
Recession Data On The Value Of Marketing Through Economic Downturn (4)
Get marketing! REFERENCES: 1 "How Advertising in Recession Periods Affects Sales," American Business Press, Inc., 1979 2 ABP/Meldrum & Fewsmith study, 1979 3 McGraw-Hill Research. Laboratory of Advertising Performance Report 5262 New York: McGraw-Hill, 1986.
How To Attract Attention To Sales Copy With Power Words (5)
Secrets of keyword placement that only the pro marketers know. SAVE Hundreds of done-for-you doodles save you time 66 ways to save time promoting your web site. The techniques you'll discover in this report can save you a small fortune.
Make Money Online: Answer 1 Question To Predict Success Or Failure (6)
There is a very simple answer. If you can answer one question correctly then you can know right now if you can be a success online. What is this one secret question that can determine if you will be successful?
The Number One Thing To Offer Your Customers (7)
Finally, quality is also paramount when it comes to your e-mail campaigns. You probably receive countless e-mails from sites you opted into for information. Some proceed to bombard you multiple times in one week with the latest this or that.
Small Business Internet Marketing Introduction (8)
There are a number of reasons for this that we will discuss below. How many people do you know that do not have access to the internet? Probably not too many, right?
Benefits Of Internet Marketing Courses (9)
You will learn the importance of developing a website for your business. They will also teach you that your website must be unique so that it stands out from the crowd.
RSS Feeds Delivers A New Wave Of Entertainment Without Leaving Your Desk (10)
Most RSS feeds are developed with the consumer in mind. Whether it's news or special interest, an RSS feeds is a great asset to small internet companies. It allows the client base to gather information directly from their website and helps the smallest of the companies stay connected to their loyal following, even if it is only a few people.
The Best Length For Your Article Submissions (11)
That's a good sign! In the majority of cases the article directory sites are going will applaud people for not making their article a "sales pitch." As long as the next few paragraphs that I share with you contain good content, then there is a high chance that this article will be accepted by the highest number of article directory sites.
Making Money Using Google Adwords: The True Story (12)
Begin by registering for Google Adwords and set a budget. Many individuals start with an affiliate product. This lowers any costs you might have to develop a product and requires little or no inventory.
5 Reasons Why Doing Business On The Internet Can Grow Your Retail Business Profits Dramatically (13)
Your website allows you to move customers along the presales process because it will answer the most frequently asked questions when you post them on your website. 5. You can add an additional dimension to your business because you can describe your business in pictures, sound and electronic files.
Why Social Media Marketing Is An Essential Part Of SEO Services? (14)
It indicates that SEO and social media marketing are closely related to each other. Because of the remarkable impact of social media on search engine optimization, social media marketing has a widespread use in SEO services.
The Role Of A Proper Press Release In Your SEO Services (15)
To sum it up, strategically written and attention grabbing press releases can help your website stand out in your industry. Rahman Mehraby is the SEO specialist at Site Booster who offers One-Way Link Building package among other affordable organic SEO services to boost website businesses.
Keyword Research Advanced But Simple (16)
But that's rarely the case. So competition number may vary in different country domain search engine. And you should also use an updated keyword research tool, that's very important.
Options For Making Money From Home (17)
Here are some great examples of income generating activities online that can give you the income you want without ever leaving the house. Online Selling: Online selling on eBay or Craig list is probably the most legitimate home based business that can be found on the Internet today.
Work At Home Business Opportunities (18)
This fact has sometimes turned out to be a great drawback in society. The industry has its fair share of fraudsters and conmen who will go to extreme extents to make huge financial gains from unsuspecting people.
Book Marketing: Use Public Speaking To Generate More Book Sales (19)
You can host teleseminars to talk about or explain your book. A great example of this is Raymond Aaron's teleseminar series with Alex Mandossian for "The Secret to Doubling Your Income Doing What You Love".
9 Things To Remember While Building Your Opt-In Mailing List (20)
1. Give people a chance to read your invaluable message and then opt-in. There are so many things that you can do to make your message visible. For instance, you can transform your information-laden message into an article and thereafter post it on various article directories.
How To Build A High Converting Squeeze Page (21)
It is designed to help you with list building, but it is also designed to give your visitors something that they are looking for. In most cases, you are giving something away completely free of charge, but in exchange for their information.
Loosing Your Job: The Best Thing That Ever Happened To You (22)
Benefit yourself from the fruits of your labor. If you do, you will look back and realize that loosing your job was the best thing that ever happened to you.
The Making Money Online Essential Tips (23)
Look, you can have the best product that money can buy but if there's no market for it, nobody will buy. That is pretty obvious but how do know which is the right market?
Want To Make Money Working From Your Own Home?!? (24)
Every opt in you get through your My Great Empire affiliate link, will receive approximately 12 followup emails in a period of 30 days. This is a website made for users that want to receive opt-in leads with the system.
Discovering Hot Products Or Services To Sell Is Easy (25)
This section tracks the most searched for terms of the previoius week or month. It will also tell you whether or not your term is on the rise or tapering off.
Making Money With Digital E-Commerce Products Is Now Easier (26)
Really, if you want to sell anything digital online and you're clueless or you haven't had any luck in the past, this is some really valuable information you absolutely cannot live without.
Digital Signage: Why Digital Signs Are Important (27)
-To deliver critical information more efficiently. In times of emergency, an existing digital signage network can be a lifesaver, providing critically important messages alerting employees, customers and other patrons of exit locations, storm shelters and other vital information.
Six Ways To Increase Your Website's Traffic (28)
Topics: web site design, Building Traffic, ecommerce site, master web couses, SiteBuildIt, web host The one hard and fast rule in generating any kind of income for your website is very simple.
7 Ways To Make More Money From Your List (29)
Offer your subscribers bonuses for buying. 6. Make use of your real estate. These are areas on your website like confirmation pages and thank you pages. Place an special offer on these pages.
Marketing Your Small Business On The Internet (30)
With online competition always increasing, it's important to make yourself as unique as possible. You have to find a way to stand out from your competitors. Research the other businesses that offer the same types of products and services that you do, and try to find a niche that is different from what everyone else is offering.
How A Website Can Grow Your Retail Business Dramatically By Doing More Of What You Already Do (31)
4. If you have a new product, you can inexpensively test and market your customer's interest in your new products and service. This method will also allow you to perform on demand product updates as you learn more.
A Beginners Guide To Blogging (32)
Blogging is very popular all over the world and basically there are no rules when it comes to blogging. Bloggers have the freedom to express themselves how ever way they want, and the best thing about blogging, is that most blogging sites are free.
Law Firm Internet Marketing : Generate Leads For Your Law Firm With A Website (33)
if you expect your attorney marketing efforts to produce valuable leads. This step is vital to your legal marketing plan. Statistics show 80% of people only look at the first 20 legal websites they come upon through searching.
How To Segment Your Email List For Higher Profits (34)
What type of offer or try-to-buy promotion would help them to take that first step of getting them to become a customer of yours? You should then be testing and making offers like this to your non-customer list frequently in order to motivate them to taking that first step.
The Many Advantages That Blogs Have Over Regular Websites (35)
If you really wanted to, you could have a blog up and running within a matter of minutes, even if you've never set one up before. Most blogging services come with a CMS (content management service) that lets you add neat little quirks and features to your blog that you otherwise would have to design yourself or pay a programmer to design for you.
Password Security Management Programs Help Avoid Identity Theft, Save Money And Give Peace Of Mind (36)
From an internet, office automation, voice and customer focused (IOVC) strategy and technology approach we recommend that your selected password security program perform the following functions. 1. Memorize your passwords and logs you into your website programs automatically.
Amazon Bestseller Campaign Management: Mistakes To Avoid Regarding Your Joint Venture Partners (37)
With every additional partner that you add to your list there is extra work involved in communicating with your partners and including them on your website. There's no point in over-extending yourself.
How To Market Your Business Using Internet Marketing? (38)
This includes using articles, forums, and relevant directories to link to your website in order to build your ranking and credibility. One of the most important internet marketing tips is to have a good marketing strategy to begin with.
4 Amazing Advantages Of A Specialized Web Design (39)
With your designed website, you access the world, you access customers; in reality what you access are different 'PEOPLE' with different tastes. And if your website is not professionally designed and appealing, you have lost your customers.
Book Marketing: The Importance Of Selecting A Great Book Title (40)
However, many authors, particularly new authors, neglect to use a sub-title and as such are losing out on a primary marketing tool. An example of a great book title that fires the imagination is "Think and Grow Rich" by Napoleon Hill.
Permalink to Finding The Right Media For Your Marketing Campaign