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