Re: Marketing through the media

From: Ramon Ray <ramon_at_smallbiztechnology.com>
Date: Sat 05 Aug 2000 14:43:39 -0400

ANNE KWONG <outraspace_at_hotmail.com> WROTE:
> Does anyone have any experience in marketing through
> the media, such as online/offline magazines, newpaper,
> etc? Is this an effective marketing tool?

TONY NAPOLITANO <ajnapolitano_at_hotmail.com> WROTE:
> I recommend you send your press release once your site
> is live and all the bugs are worked out. This will
> give journalists and editors a chance to try out your
> business first hand. Then, media coverage can provide
> additional buzz around the launch of your existing
> marketing plan.

Tony's advice to Anne, was good, but it really should
go deeper...

Anne do not think you can JUST send a press release
(using BizWire, PRNewsire, etc) and use that in place
of marketing.

IT IS VERY difficult to get press placements, and even
more difficult to get media placements in the top
national or a large regional media.

Go ahead and issue a press release a) you MAY get a
journalist calling (from a small pub or a big pub) b)
you'll at least get online traffic from the millions?
of us who have our My Yahoo, and other type news
settings pushed to us via filters.

HOWEVER a) go ahead and do indeed ADVERTISE that's
where you'll get a lot of bang for the buck - and more
guaranteed that just a press release. At least you
know that if you place an ad in the WSJ it will be
there, if you send a press release to 400 WSJ
reporters - it very well may not get in there.

Having said that go for it and try to get some good
press placements, I'v had a few good ones over the
years, but I just don't have the time to develop the
needed relationship and many other things that go into
getting great media attention.

Of course you could always create BUZZ. A few months
ago you could have passed out - GO HOME ELIAN coffee
mugs at a STAY IN THE US ELIAN rally a few months ago
- get my drift. BUZZ, BANG

I've been able to be featured twice on a local NYC all
news radio station because of the RELATIONSHIP I have
with their small biz reporter. He knows me, knows my
work, and when I speak to him I have something very
useful to say. Also I only contact him about 5x per
year or so....

I hope this helps.

Ramon Ray, ramon_at_smallbiztechnology.com
Editor/Analyst http://www.smallbiztechnology.com
Small business technology news and info that's....different




Received on Sat Aug 05 2000 - 13:43:39 CDT