Re: Marketing thru media

From: Frank Catalano <frank_at_frankcatalano.com>
Date: Thu 10 Aug 2000 07:03:54 -0700

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?

TO WHICH RAMON RAY <ramon_at_smallbiztechnology.com> REPLIED:
> 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.

The most bang for the buck is not advertising (in terms
of dollars spent), it's PR. The key with doing good PR
is the same with doing good marketing, period -- you
need to target which news media you're going after. A
"small" placement may be much better than a large
placement if it's in a trade journal avidly read by
your target audience.

While advertising may let you control the message, PR
gives you implied third-party editorial endorsement
once you get coverage -- and that's priceless.

That said, Ramon is right in implying that PR is not
about press releases, it's about relationships. You
have to know the individuals you're going to target at
the publications, what they cover, and pitch
appropriately. The press release is only one of many PR
tactics.

Frank Catalano

Frank Catalano, Principal
Catalano Consulting
Co-author, Marketing Online for Dummies
frank_at_catalanoconsulting.com
www.catalanoconsulting.com





Received on Thu Aug 10 2000 - 09:03:54 CDT