| Lights...camera...ACTION.That's what often
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| | - Are all contact details legible and
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| happens when people think of using media
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| | correct?- - Use a picture to add
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| for advertising or other promotional
| |
| | interest.- - Can you use colour?- - Your
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| purposes. It's the focus on 'action' that
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| | company logo should appear at the bottom
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| often means the results are somewhat less
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| | of the ad, not the top.- - Where is your
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| than expected. A bit of planning can
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| | ad going to appear in the publication:*
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| greatly improve your chances of
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| | Which issue?* Which page? Left or right
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| success.Before you contact any media
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| | hand side?* Is there an associated feature
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| outlet there are a few things you should
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| | editorial opportunity?* Where are your
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| think about:1) Choose the right media.2)
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| | competitors positioned?If you are
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| Make sure you have an interesting story
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| | submitting a media release or contacting a
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| (or advertisement).3) Treat media contacts
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| | journalist/reporter for coverage:- - Make
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| with respect.Here's some advice to help
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| | sure you have covered the 5 W's:* Who,
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| you use media wisely and improve your
| |
| | What, Where, When, Why.- - Have your
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| results.1) Choose the right media.>> Press
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| | contact details at the bottom of the
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| (newspapers - daily, weekly, paid or free)
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| | release.- - Make sure you have a credible
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| -* Great for targeting 'now' buyers who
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| | 'news' angle. Use numbers, trends,
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| are looking for current specials and
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| | emotional situations, quotes from people
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| promotions.* Generally reaches an older
| |
| | involved etc to add interest for a
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| demographic.>> Television (metropolitan or
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| | reporter.- - Write concisely without using
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| regional) -* Huge reach potential ensures
| |
| | industry jargon. The release should be
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| many people have the opportunity to see
| |
| | 400-500 words maximum.- - Try and send
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| your advertisement. Although often there
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| | your release to a specific individual,
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| is much wastage as many viewers are not in
| |
| | reporter or journalist.3) Treat media
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| the target audience.* Combination of
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| | contacts with respect.Most people in the
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| visual & audio is ideal for 'show and
| |
| | media work to revolving deadlines. Make
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| tell' demonstrations.* Issues will be more
| |
| | life a bit easier for your media contact
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| likely to be covered if they can be
| |
| | by working within these deadlines, and in
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| explained or highlighted with the use of
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| | return you will usually receive a fair
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| 'visuals' - live footage, photos,
| |
| | hearing.Reporters try to maintain an
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| pictures, interviews etc.>> Radio -* Due
| |
| | objective approach to stories. You may
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| to the diversity of radio station music
| |
| | think your new product release or upcoming
|
| talk formats you can more easily identify
| |
| | event is hugely important. But don't
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| demographics of audience.* Higher
| |
| | imagine the media will always see it your
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| frequency can be achieved due to
| |
| | way. Give them a reason to get excited but
|
| relatively low cost of medium.* May add
| |
| | stick to the facts.If you are seen to be
|
| credibility to small firms as audio
| |
| | too pushy your story will often be
|
| presentation can be professionally
| |
| | ignored. Don't harass the reporter with
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| produced at a low cost.>> Direct Mail -*
| |
| | numerous phone calls, emails, faxes etc.
|
| Can create high impact material with
| |
| | It is OK to call the reporter first and
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| detailed information.* Ability to target
| |
| | check their beat and ask how and when they
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| individual users and personalize message.*
| |
| | prefer information to be supplied. For
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| Responses can be easily tracked and
| |
| | example, many newsrooms will not accept
|
| measured.>> Email -* Very short lead
| |
| | emails with attachments due to virus
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| production time. May use text, HTML, rich
| |
| | concerns. Then send your (properly
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| media format.* Can easily be personalised
| |
| | prepared) information, and wait for them
|
| using in-house information.* Ideal to
| |
| | to contact you.In summary, to get the best
|
| attract customers back to a web site for
| |
| | results:* Choose the right media* Write
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| additional details and ordering.* Quick
| |
| | your material to be effective* Contact the
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| response and feedback possible.>>
| |
| | right person, and* Submit your information
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| Catalogues/Flyers -* There are many types
| |
| | in an appropriate way.Oh...and don't
|
| of catalogues. Choose a style and
| |
| | forget,Lights...camera...ACTION - using
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| frequency to suit your product, audience
| |
| | the media should be fun.(c) 2005 Marketing
|
| and budget - e.g. paper stock, use of
| |
| | Nous Pty LtdStuart Ayling runs Marketing
|
| colour, photographic style, layout, topic
| |
| | Nous, an Australasian marketing
|
| etc.* Can promote a range of complementary
| |
| | consultancy that specialises in marketing
|
| products in a themed environment.2) Make
| |
| | for service businesses. He helps clients
|
| sure you have an interesting story (or
| |
| | to improve their marketing tactics,
|
| advertisement). If you are creating an
| |
| | attract more clients, and increase
|
| advertisement consider these points:- - Do
| |
| | revenue. Stuart also offers telephone
|
| you have a headline that is benefit
| |
| | consultations and runs regular marketing
|
| oriented?- - Do you quickly spell out the
| |
| | seminars.
|
| benefits in the first few lines of copy?-
| |
| |
|
