Posts filed under 'Media relations'
June 5th, 2008
It’s not even two weeks before Father’s Day, so if you’re planning on doing a marketing push for your company, you should get on it if you haven’t already. High gas and food prices likely will take a bite out of Father’s Day gift giving; a recent survey done by the National Retailers Association (NRF) says their estimates put the loss as much as 8% versus last year, which leaves many local retailers wondering for what people are really looking for good ole Dad. Here are some promotional ideas to get you started:
- More than 40% of consumers plan on spending their time with Dad by treating him to a special outing, so a “Bring Your Kids” event or promotion for Father’s Day weekend would likely help sales. A good time with Dad at your establishment also will go a long way towards their recall of your brand and business. But, no one is having fun if the kids are bored and acting up - especially Dads on their “special” day. So remember to provide activities - bubbles, balloons, entertainment - as well as kid-friendly (and healthy) refreshments like water, juice, fruit or pretzels for the kids so they have fun with their Dad.
- Or offer a free “Daddy and Me” picture - a Polaroid in a paper frame with your store’s name and website on it, for example - to everyone who makes a purchase. This will create a concrete memory of your business that they will take home with them and, if you’re lucky, keep on the ‘fridge for months and in scrapbooks for years.
- Offer some sort of discount or gift card when a purchase is made for Dad - say, a 10% discount for July or a $10 gift card good for their next visit. Make sure it’s good for the next time the customer visits your store, however, to encourage a repeat visit.
- Donate a portion of your Father’s Day sales to an organization that supports and furthers the role of men in children’s lives…like Big Brothers, Big Sisters for example.
Once you’ve decided on your promotion, support it with paid advertising (if you can afford it), fliers and posters in your store, an email blast to your subscribers, on your website, etc.
Send a news release to the local media, particularly the photo desk of your local newspaper, who will have roving photographers out and about on Father’s Day looking for an image that captures Father’s Day locally.
If you make a donation to a local charity, try to extend your media coverage by presenting the check to the charity’s officials during a media event orchestrated after Father’s Day.
2008 Father’s Day Gift Trends
Gift cards for all occasions have blossomed in the past year and will account for more than 30% of the Father’s Day gifts that are given, which is 5% higher than last year. People also are shopping at discount stores instead of department stores. The NRF survey found many consumers (41.4%) will still treat dad to a special outing and will spend an average of $20.19. Other popular gifts include:
- clothing (36.5%),
- books and/or CDs (22.6%),
- gift certificates and gift cards (32.7%),
- sporting goods (13.3%), and
- consumer electronics or computer related accessories (18.5%).
- The large majority of consumers (68.4%) will invest in a greeting card for dad, spending an average of $7.49.
May 29th, 2008
Was someone at your company honored on the Rockford Chamber of Commerce’s “40 Under 40″ list? If so, don’t keep the good news to yourself. Sure, it was covered locally, but look further afield to gain additional publicity:
- Draft a news release about the honor, how the nominees were selected and then detail the accomplishments of your company’s particular honoree.
- Distribute it to the trade media that cover your industry and any other non-local publication that is appropriate, including the alumni office of the honoree’s college/university/high school and any other organization with which he or she is involved (like a church, professional organization, etc.)
- Whenever possible, email the release, a headshot and a link to the online version of the story (See sources below)
- Mailed or faxed releases are OK, but don’t have the advantage of automatically giving the media outlet the option of running the piece with the headshot.
We should all be proud of these accomplished professionals - so let’s talk it up!
40 Under 40 Source Material
PS - kudos to KMK Media Group’s own Pam Maher for her inclusion on the list!
May 27th, 2008
Just like any business, the media also has its cycles. There are some stories you can always count the local media to cover depending on the time of the year. Smart business owners will examine these cycles and position themselves as experts on the topic to get some coverage in the stories that are bound to come out.
Some suggestions for working with the local media: Be a one-stop shop for time-pressed reporters - think about all the angles of the story and be prepared to talk about it expertly and on the record/on-camera. Offer satisfied customers as additional sources and have a few ideas for what the TV camera or newspaper photographer might be able to “shoot” for the story’s visuals.
Below are topic ideas to get you started thinking for the upcoming summer “media season.”
Spring/Early Summer
New beginnings, vacation plans, picnics, outdoor topics. General stories that are light and fun are well-received during this time of year include:
Summer vacations (What to pack, how to get there, where to go)
Outdoor living (Patios, BBQs, outdoor toys)
Gardening (Clean up, tools, plants)
Leisure activities (Boating, hiking, bicycling)
Kids (Activities for when school lets out)
Safety (Sunscreen, boating safety, auto safety, severe weather)
Summer
As the summer wears on and the heat rises, no one feels like doing much of anything. This is a good time to pitch entertainment stories or other wacky ideas that reporters may not have had time, up until this point, to cover.
- Light business stories (Trend pieces, technology, new products)
- Back-to-School (Supplies, education trends, back-to-school fashions)
- Outdoor activities (Camping, swimming, gardening)
- The heat (Heatstroke, auto maintenance, sunscreen, air conditioning)
Key dates in June, July & August:
- Flag Day (June 14)
- Father’s Day (June 15)
- Junteenth (Jun 19)
- Summer begins (Jun 21)
- Independence Day (Jul 4)
- Parents Day (Jul 27)
- Friendship Day (Aug 3)
- Labor Day (Sept 1)
May 1st, 2008
I get asked all the time, “How do I get <insert event/product/announcement here> covered in the news?” Well, I say, that depends, but the first step is to do a news release.
So, a few tips on what EVERY news release MUST have:
1. Contact information. Seems like a no-brainer, but it’s not. And if you’re not in your office most of the time, then include an alternative way to get in touch with you. Deadlines wait for no man.
2. Date. So the media knows that they’re not dealing with outdated information.
3. An interesting, descriptive headline (and subhead if need be). Make it timely and topical. This is your best chance to getting a reporter’s attention.
4. The 5 Ws. Who, what, where, when, why - give ‘em all their answers up front. If reporters call because of your release, you want it to be for quotes that promote your organization’s mission…not for the address of where the new-product announcement is happening.
5. A reason to care. Editors and reporters can get dozens of releases - sometimes many more - every day. Make your information news-worthy so it grabs their attention. Before you send something, always ask yourself, “who cares?” If you answer, “no one,” rethink and rewrite it so that someone will.
6. Correct grammar & spelling. Proof read - sloppy writing will not win you any friends and just reflects poorly on your organization.
7. Company info. Include a brief description of your company - and your web address! - at the end.
Optional elements could include:
- A quote. Talk to a pertinent employee or customer & include their comments. Got a CEO who’s less than verbose? Write quotes for him/her and get a sign off if you must.
- Statistics, charts, graphs. Good, verifiable data - particularly if it ties in to a current industry or news trend - is like nectar to reporters. Find a nugget of data to tie into your release and you immediately broaden your announcement’s appeal and audience base.
In an future post, I’ll talk distribution and follow-up, two other keys to getting your news covered.
