How to use the media to increase sales
Many companies focus on advertising and other paid-for promotion. But the media offers a really effective means of marketing direct to the consumer without having to pay huge advertising fees – through featuring in the stories it covers.
So how does your company generate that coverage? Here are some pointers:
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Do some research on the media outlets which are popular with your target market. Look carefully at those outlets. What stories do they carry? What’s their editorial style?
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Don’t target business pages if you are pitching to ordinary consumers – they don’t read business pages.
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Focus on the needs of your target consumers and the media outlets in question. You’ll only get widespread mainstream coverage of a product launch if it’s got real novelty value. You’re likely to be more successful if you target one media outlet at a time with a story which will appeal to its readers or audience.
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One effective strategy is highlighting a consumer trend which happens to involve one of your products or services – for example, the current credit crunch is leading to all sorts of changes in consumer habits.
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You’ll often find features editors are receptive to story ideas which provide useful advice for their readers and audiences – which can be linked to one or more of your products.
Find out more about how we can assist you with public relations and communications strategy.
