Generating Publicity For Your Business: Knowing Your "Media Market" Is Critical.

Written by Todd Brabender-Spread The News PR, Inc.


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29% - “Think Local & Large Media Are The ONLY Media” These arerepparttar ones who think of their media market in two simple terms: LOCAL & LARGE LOCAL, as you might imagine, meansrepparttar 121110 media outlets in their city or surrounding geographic region --repparttar 121111 local newspaper, a regional business magazine or two, a few shows at local radio/TV stations. LARGE, onrepparttar 121112 other hand, are media outlets like The Wall Street Journal, Newsweek, Good Morning America, Oprah or your other favorite large circulation, trade specific media outlet.

The Lesson: The reality is local and large are indeed part of your media market, but notrepparttar 121113 only ones. The best media market opportunities may well berepparttar 121114 dozens of other smaller scale papers, magazines, newsletters or TV/radio/cable shows that may generate more customer interest and sales than a placement inrepparttar 121115 big media might. Because of a lack of media market knowledge, many business owners don’t even know these smaller, more targeted media outlets exist. This is where a PR agency or publicity specialist can be integral in your publicity campaign. They knowrepparttar 121116 media market very well and will be able to find those media members who will berepparttar 121117 best for generating editorial features on your business or product. They also have great media contacts that can turn one feature into a syndicated story that runs in multiple media outlets nationwide.

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41% - “Have A Good Grasp On Their Potential Media Market And Its Benefits” These are media-savvy entrepreneurs and business owners who are realistic and knowledgeable about howrepparttar 121118 media can benefit their business. They know that they have to narrowcast their media pitch to a select segment ofrepparttar 121119 media in order to get coverage that will increase exposure forrepparttar 121120 business.

The Lesson: Don’t let a PR agency or publicity specialist tell you they will send your pitch to 20,000, 30,000 or 50,000 media outlets. The reality is, ofrepparttar 121121 8,000 daily & weekly newspapers, 11,000 magazines & newsletters, 15,000 radio/TV/cable stations and 7,000 Internet news sites in North America, only about 25% of those accept press releases from outside their geographic area. They cover only LOCAL issues, businesses and products, and it is a waste of time to target them. The key is researching to discover which media outlets will be receptive to your pitch and knowing how to parlay those media contacts into positive consumer interest features that will educate and entice customers about your product or business.

Just like marketing to findrepparttar 121122 right customers, one should be equally diligent about finding and pitchingrepparttar 121123 right media market. Bottom line – whether you have a general interest product that has widespread consumer appeal or a trade specific business with a very narrow customer base, knowing your appropriate media market can meanrepparttar 121124 difference between product/business publicity or product/business obscurity.



Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and inventions. http://www.spreadthenewspr.com todd@spreadthenewspr.com (785) 842-8909


Want to Keep Your Customers? Sign Them Up!

Written by Will Dylan


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Getting “The Call”

Where’srepparttar business benefit? Simple…”the call”. Whenever someone has a plumbing problem, where isrepparttar 121109 first place they go? It’s usuallyrepparttar 121110 Yellow Pages, to look up a plumber who can come out to fixrepparttar 121111 problem. With my friend’s service contract in place, who do think “the call” goes to now? I’ll give you a hint…it’s notrepparttar 121112 major plumbing chain withrepparttar 121113 big Yellow Pages ad. By having such a contract in place, you becomerepparttar 121114 “first call” for a client, a critical piece inrepparttar 121115 client retention puzzle.

The annual services are not a burden forrepparttar 121116 business. The routine maintenance takes very little time and is well received by customers. Often, a problem may be located during an annual inspection that requires repair, hence my friend generates business by locatingrepparttar 121117 problem and bringing it torepparttar 121118 homeowners attention. Whether it’s legal services, computer repair, web hosting, or web design or any other type of small business, you could come up with some kind of annual service to offer your clients as part of a service contract.

Think aboutrepparttar 121119 applications for your business. Imagine if you could make yourselfrepparttar 121120 first call a potential customer makes then they require a service or product like yours. Imagine if you gotrepparttar 121121 call, and not your competitors. Small businesses spend so much time and money on advertising and other promotional efforts to just to be that company that a client calls first. Using a service contract, you might be able to get that call free.

The next time you are frustrated by a loyalty program that you think you can’t match, look to yearly service contracts to provide a weapon against your larger competitors.

Will Dylan is the Author of “Small Business Big Marketing” a powerful e-book for small businesses available through his website www.marketingyoursmallbusiness.com . Will also offers article and news release writing services.


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