| 1) Let's call the local paper - they'll run a story on us. | | | | editorial coverage. You also know which other (non |
| Almost a knee jerk reaction from many businesses | | | | competing) businesses service your target market and |
| when the subject of getting media coverage comes | | | | who you could perhaps joint venture with. So pick your |
| up is "Why don't we get something in (name of local | | | | niche, find your perfect customers, and market to |
| rag)?" | | | | them, and them alone. |
| Here's why the local paper isn't always the best place | | | | 5) You're from which paper? And you want to speak |
| to start. Local papers (in Australia at least) can be up | | | | to the CEO? He's not available right now. |
| to 80% advertising and syndicated content, that is | | | | When the media wants to talk to someone in your |
| generic items on eg weather/horoscopes/car reviews | | | | business, this is an opportunity to establish your |
| which are shared across many titles by the | | | | business as a leader or expert in the field. If it's a 'bad |
| newspaper publisher. | | | | news' story, it's a chance to put your side of the |
| That can leave sometimes only 10-15 pages for the | | | | picture. If a journalist can't speak to the person they |
| local editor. Once you take away local politics, police | | | | want to speak to, they'll move on to another business |
| reports and the local sports pages, that leaves very | | | | (perhaps your competitor) where they can talk to the |
| few other pages to fill. Now factor in the fact that | | | | right person or, if it's about your company and it's a |
| many local businesses will be thinking the same way | | | | 'bad news' story, they'll present only one side of the |
| ("Let's call the local paper") and you can understand | | | | argument, with a pointed comment that there was 'no |
| that the editor is likely to be besieged by local | | | | comment' from you. Wised up CEOs are happy to talk |
| businesses wanting coverage - some even demanding | | | | the media at any time, and their support team are |
| it! | | | | under instructions to pass media calls straight through |
| And if you do succeed in getting coverage, how | | | | to them. |
| helpful is that to your business? Is your market really | | | | 6) Why would we want to send our customers an |
| only people who live in the local area? And do your | | | | email? They know what we do. |
| prospective customers read your local paper? Do | | | | One word. Engagement. It applies to your current |
| they expect to find your type of business mentioned in | | | | customers, your future customers, your past |
| it? (see sin 4) | | | | customers, your employees. If people are 'engaged', |
| There can certainly be times when coverage in the | | | | you have their attention. If you don't, somebody else |
| local paper is beneficial. Just ask yourself the questions | | | | does. And in the context of your service or product, |
| above and also bear in mind that, for a story to be | | | | that somebody else is your competition. |
| relevant, it has to have a strong local theme, which you | | | | You need to stay in touch with all of your business |
| will need to emphasise. And if you have a good photo | | | | contacts - associates, suppliers as well as customers |
| opportunity, so much the better. | | | | and prospects, as a guide, at least once a month. Not |
| 2) Yes - we had some coverage. Two years ago. | | | | to sell them anything, just to keep them informed of |
| How many times have you visited a restaurant and | | | | any new products or services you have, pass on |
| spotted a press clipping stuck on the wall or counter. | | | | some of your expertise in your field, celebrate |
| You bend down to read it and, seeing it's a bit dog | | | | successes, ask their opinion. Just letting people know |
| eared, look at the date and realise it's several years | | | | on a regular basis that you're still there, still offering the |
| old. Who knows, the whole kitchen staff might have | | | | same (or new) things, still happy to help them by selling |
| moved on since then! Many businesses think that once | | | | them your service/product, increases the likelihood that, |
| they've got an article in the paper, that's it, game over. | | | | when they need what you sell, they'll come to you, not |
| Instead, think about whether there are stories you can | | | | go elsewhere. Leave it too long and you'll lose them. |
| get out every month, not just every few years. | | | | (Six months after setting up NewsBusiness I sent an |
| 3) We didn't get any calls from that article. | | | | email to all my previous business associates - within |
| With all of your marketing efforts, including media | | | | half an hour I received a call and had a contract for |
| coverage, you have to see what works and what | | | | some work. Not a bad result from a few emails) |
| doesn't. But remember that most newspapers (unlike | | | | 7) We operate in a very price sensitive market. We |
| magazines) are skipped through and binned the same | | | | can't put our prices up. |
| day. Unless the person reading the item is very | | | | You have to put your prices up. Unless you are a large |
| interested indeed at that exact moment in your | | | | established business, it is almost impossible to survive in |
| product or service, you're unlikely to get a call. So is | | | | a 'commoditised' market. Larger businesses have the |
| media coverage useless then? Not at all. Firstly, those | | | | buying power and the resources to enter a price war |
| people that read the article (assuming it's positive | | | | and win. A smaller business generally cannot compete |
| coverage) will remember what they read and may talk | | | | on price (unless it has a completely new 'game |
| about it with other people. Secondly, if you let your | | | | changing' model) so must compete on service or |
| existing clients know that you were covered in the | | | | quality, eg speed/attention to detail etc. Find out what |
| press (with that press cutting in the shop/restaurant or | | | | your 'perfect client' wants (ask them) and give it to |
| perhaps on your website or in a newsletter), they will | | | | them. Offer a standard service plus a premium |
| think more highly of you and be more confident in their | | | | service. Price the premium service at least three times |
| choice of your business as a customer. And they will | | | | higher than the standard service. |
| be more willing to refer people to you. And that subtle | | | | Pricing sends a message to the consumer of the likely |
| shift in attitude is very helpful for you - you are in their | | | | worth or quality of an item (irrespective of its actual |
| eyes a more 'credible' business! | | | | quality). Individuals will pay premium prices for |
| 4) Who's our target market? Anyone with a pulse. | | | | perceived better quality or rare items. Anecdotally, two |
| When you're big game fishing you don't stick a maggot | | | | different research projects have shown that |
| on the hook. I don't know much about fishing, but the | | | | - putting prices up by 20% results in no/minimal loss of |
| same principle applies to marketing. Until you know | | | | existing customers |
| who your 'perfect client' is, it's incredibly difficult to work | | | | - ~6% of any customer base is prepared to pay up to |
| out how to promote your business effectively. Once | | | | 5 times the standard price of an item for a premium |
| you do know your perfect client, you know what they | | | | version |
| read, what they watch and listen to, what sites they | | | | To echo the advice of Seth Godin (and many other |
| visit on the internet, which newsletters (email or | | | | marketing commentators), you have to pick your niche |
| otherwise) they subscribe to, you know where your | | | | and focus on giving a service to that niche that no one |
| marketing efforts are best spent. You know where to | | | | else can give. |
| advertise and you know where you should aim to get | | | | |