This one call happened to be from a manager of the largest utility company in Arizona who asked her to do a presentation on safety to their employees.
Who knew? While we thought this article would generate sales from single women, we discovered a need for organizations to keep their employees, especially women, safe in the workplace.
We then reached out to local TV stations regarding personal security items and how to use them. They felt the segment idea was too product driven - no interest. Zip. Nada.
Redirect: Based on this feedback, we developed a new release focusing on low-cost home security tips for the summer months. With this angle were able to obtain two free TV segments. Through the article, TV segments and presentation, she began getting inquiries to present to other organizations. Her focus has now shifted from selling devices online to speaking engagements and is getting product sales from the groups she presents to.
This worked because she was exposed to a NEW audience. Through her website and social media efforts alone she probably would never have been discovered by this one manager simply looking for ways to keep her employees safe.
It took time and hard work to finesse a release that was marketable to media, pitch it to targeted publications, line up the interview and photographer, and wait for the article to appear in print. We then had to evaluate the response and change the angle on other efforts based on what the media was receptive to.
The basic message really didn’t change – just the “spin.”
We live in a society where the expectation is that one article or TV segment will go viral, or immediately generate sales, when the true “magic” is in finding your audience and then adjusting your message to attract them.
Press is effective because you have the opportunity to reach out to different markets and test your message. It also gives a business more credibility when they are featured in an article or TV segment. It’s especially effective to send out monthly releases because it lends consistency to your marketing and PR efforts and allows interest to build.
Did you know? Resulting articles and segments can also be shared on social media channels for even more impact and your business will appear in more online searches.
Marketing is hard work and is always fluid. You have to constantly retool and adapt your message to the needs of your audience.
What IS magic? The real fun happens when you discover a market for your product or service that you never knew existed.
Interested in getting more exposure for your business? Call us at (602) 466-3333 today for a free consultation.