When you are trying to market a product, you may be tempted to simply buy air time on a TV station, as a shortcut to reach your target market. Pitching the media takes a lot of time and effort! Here are three reasons why we believe that earned media coverage, such as this segment on Charlotte, NC’s WCNC, will ultimately be more effective.
• The media (in this case, the program’s producers) have vetted the content ahead of time. This confirms that it is relevant and interesting to their audience. This also lends third-party credibility to what the audience sees and hears.
• The person discussing the product’s benefits is an expert in a related field. In this case, she is a best-selling author and practicing dietitian who is highly qualified to talk about the nutritional benefits of a specific type of vitamin E. She’s not simply a paid pitch person reading from a script.
• The information is presented in context. Have you ever noticed how the exact same infomercial seems to run for years? This media segment, which aired in July, related specifically to summer travel season. Timeliness gives the audience a reason to sit up and take notice.
If you own your company, or if you are a busy marketing executive, it may be impossible for you to find enough time to call the media and arrange consistent coverage such as this segment. We have the media contacts, and the experience to know what to say and how to say it. We often say that we co-produce with the media because we know how to provide everything necessary to make each placement successful.
Call us to find out if your product or service is a good match for our methods.
