Excerpted From McCauley's Marketing Manifesto
http://www.freepublicitygroup.com/marketing_manifesto.html
There has been a great deal of talk lately regarding whether it even makes sense to approach traditional journalists anymore when attempting to create publicity for you, your product or your service. The answer to that question is found in the client profiles you create. That being said, if you find that you must necessarily pursue this as part of your marketing strategy, I offer the following from McCauley's Marketing Manifesto, Section H, Media - Traditional Journalists:
MEDIA – TRADITIONAL JOURNALISTS
1. The media does not care about your product or your service
a. This is because the media is interested in news
2. The media really has no reason to care about your product or your service
a. This is because the people in the media are paid to report news. A sales pitch does not qualify as news.
3. The media WILL begin to care about you, your product or your service ONLY if you present something that has real news value
a. Real news value can mean many things at different times. Even if your message has real news value, it is always up to THEM to decide how this will be judged and how important it might be to their slice of the mind of the public. It is not up to you. Don’t bug them. Feed them quality information instead and be patient. Demonstrate that you know your subject and that you are a real professional. Don't call us, we'll call you is a good rule to keep in mind.
b. You will be forced to jump through their particular hoops if you hope to get coverage. Every one of these will have a different set of hoops. However, media people are accustomed to getting ‘pitches’ so, learn how to pitch effectively.
c. That being said, a 'pitch' to a journalist is NOT the same as a 'sales pitch'. They are two completely different things. This too is an art form with a huge learning curve. If you do not know the difference, don't even attempt it. I will say it again - traditional journalists are not paid to listen to sales pitches; they are paid to report news that is important to the public.
4. Traditional journalists, though still important, are not AS important as they once were.
a. If your potential buying profiles are still watching TV, listening to radio or reading newspapers and magazines, then you will need to learn to pitch well as you will necessarily need to get coverage in tv, radio, newspapers and magazines. If your potential buyer is using the Internet exclusively, concentrate your efforts there instead. Due to the move by journalists to the Internet, (and if placed properly), your message will be picked up by default. Remember that it is always best to create relationships with the media and not to be perceived as a huckster. (See 'The End Of An Era' located in the articles section of this site"
b. 'THE MEDIA' is not a thing. The media is a group that is comprised of real, live human beings. Remember that always. Treat them with courtesy, dignity and respect as you would anyone else. They are busy people and you must respect their time.
5. A media release is a one time, very directed news communication tool with a time limit
a. Never use a cookie cutter release. Never use someone else's release as a model. You will be seen to be like that guy in the bar - you know the one - the guy that goes from table to table saying exactly the same thing to every girl in the place, hoping to get lucky with someone - anyone. Using someone else's release as a model is like asking someone if you can read a letter they wrote to their girlfriend, copying it and then sending it to YOUR girlfriend. The results will be pretty much the same.
b. A media release may or may not directly create sales. Usually not. The purpose of the media release is to help create the 'buzz'. The buzz creates the sales. The media release is a vital component of the strategy and should be treated as such. If anyone tells you anything different, run away, run away.
6. The Internet is fast replacing traditional media (duhh)
a. There are two types of improvement models:
Constructive: This is where a new idea improves upon an existing model in some way, leaving the existing model in place
Destructive: This is where a new idea completely replaces the old model, rendering it obsolete.
The Internet could be said to be a destructive form when applied to traditional media. Though this will not happen immediately, the Internet will eventually most likely completely replace tradtional media. Newspapers are really feeling the heat now. Radio is not far behind.
For now, depending upon your target profiles, you may need to use both the Internet and traditional media. Don't ignore either. It is your specific profiles that will determine which should be used and in what ratios.
Posted by Don at Free Publicity Focus Group
Friday, August 28, 2009
Getting The Attention Of The Media
Friday, January 16, 2009
Stupid Marketing Tricks Part VIII - The Cleaver Advertising Agency
Today is Hugh Beaumont's birthday (the actor who played the Beaver's father). Yesterday I was accused of 'spamming' because I mentioned my website address in a post on a discussion group for crying out loud. I also signed up for yet another social networking site. Now, you might ask, how do all of these things tie together in my own mind? In answer, I offer the following.
Stupid Marketing Tricks - Part VIII - The Cleaver Advertising Agency
Newspaper, radio, tv and magazines are suffering massive meltdowns. The revenue is drying up. The publishing business is not far behind. Why is this so? I call it the 'Ward Cleaver Syndrome'.
Back in the late 50's and early 60's print media used to run ads that featured Dad sitting at the head of the dinner table, dressed in a crisp white shirt and skinny tie and smoking his pipe, smiling cluelessly. Mom was always serving up something like a perfectly cooked turkey in her beehive hairdo and A-frame dress, while the kids sat in their plaid shirts, buttoned up completely to the top, with a napkin sticking out of the top, sprouting their cowlicks proudly and licking their little chops. The background was normally greenish and the headline was always shouting something like 'My Family Deserves Only The Best!'
This is the year 2009. Those days are gone. However, the people who created those ads are not. And, unfortunately, many of them still want to run things.
When I listen to or read some of the rants, wails and comments of the big dogs in these industries, I get the impression that they are most likely sitting in a 50's style backyard bomb-shelter, typing it out on a Royal typewriter, or perhaps broadcasting their message using a tube style ham radio. ('Gee Beav, I guess things are changin' huh?')
Not in their world. In this, the real world.
Marketing is now 'social' in nature. 'Social' is a term that loosely means 'NO GATEKEEPERS'. It is a free exchange of ideas and information. As I have mentioned hundreds of times, you, as an individual, are on a completely level playing field against corporations that have millions in their advertising budget. You are equal. This is fantastic news for you. This is bad news for them.
This opens up a whole new can of worms, filled with both good worms and bad worms. China be damned - the Internet is all about free people and free exchange. Some of the newspapers, magazines, radio and television moguls don't like the free exchange of information. Free exchange means they have nothing to sell. Bloggers can now destroy companies. Google and Amazon are making their moves to take over the world. Blah, blah, blah.
It is only the Cleavers of the world who are getting upset, because their tightly controlled little world is crashing down. You can hear the desperation in every word they speak. The fear is as thick as the maple syrup on Mrs. Cleaver's pancakes. They are losing their control.
As a marketer in the year 2009, you can now take your message directly to your buyer. No advertising necessary. No regulation imposed. Do as you please. The market itself will determine your fate, not some editor or some publisher or some other myopic, self righteous judge of what the public may have or have not.
The field of book publishing is trying desperately to adapt. However, like everyone else, as a group they have no idea which direction to take. Unfortunately most of those in power have a June Cleaver 'The Internet - isn't that nice, dear!' kind of mindset. Too late for many of them. Many of the publishing companies appear to be more interested in FIGHTING the changes than they are in MONETIZING these positive changes. In a social environment, they will lose.
The Color Computer is gone. 8 tracks and CB radios are no more. Neither is it necessary to play by any set of rules given by any organization with Mr. Cleaver at the helm. Don't get me wrong. Beaver Cleaver's dad was a really nice guy. However, today, Mr. Cleaver would be merely clueless and completely out of touch. Try though he might, he could no longer control anything, for the world will have passed him by.
Google is not destroying any newspaper, radio, tv, magazine or publishing company. The market itself is determining that these things are no longer relevant to any degree and therefore, they will not survive in their present form.
If you are still using marketing strategies from the 1990's and before, you will not be attacked. No one will tell you. Instead, you will simply be politely ignored. Then, much like Ward, June, Beaver and Wally, you will be forgotten.
Wednesday, December 24, 2008
Stupid Marketing Tricks Part VII - Using The Wrong Words
Let's take just one moment to review what we have accomplished this far . . .
The very broad and most basic formula for developing and implementing an effective marketing plan has not changed at all. It is still, and most likely ever shall be:
a. Define the market.
b. Define the people.
c. Define the message.
d. Define the preferred delivery system(s).
e. Deliver the message.
We have thus far accomplished a and b. We have begun to learn how to craft an effective message (one that creates sales). This is the second post on this subject.
Remember that the entire formula must be viewed from a new perspective that takes into account the current options now available in the marketplace. The old 'tried and true' marketing systems are not working because they being applied TO a marketplace that has changed radically, dramatically and permanently.
In her book, Every Generation Needs A New Revolution, author Linda Thompson of Life Path Solutions ( http://www.lifepathsolutions.biz ), provides us with an extremely penetrating look into this new marketplace. (If you have not read her book, I highly recommend you do so if you intend to successfully market any product or service in this new marketplace. In my opinion, it is the new Bible in regards to learning to craft effective marketing messages).
"Remember the sale pitch, 'This is not your father's Oldsmobile?' That's what's happening today,” Linda says. “We are trying to sell our products and/or services to multi-generations, using the same delivery, to everyone. Most likely, those who have tried this approach have not found a great deal of success. Every Generation Needs a New Revolution illustrates how this commonplace problem can easily be overcome and can indeed be transformed instead into a real asset.”
In her book she defines the following groups of people:
The Veterans - born 1901 - 1929
The Silents - born 1930 - 1945
The Boomers - born 1946 - 1964
The Generation X - born 1965 - 1976
The Generation Y - born 1977 - 1990
The Millenials - born 1991 - Now
All of these diverse groups are found in the marketplace currently. However she breaks this down even more. For our purposes here I will summarize briefly just a few characteristics of these groups. Her treatment is far, far more comprehensive. (Again, I highly recommend that you read the book to get the full, unedited picture).
Veterans
Personality: Traditional, Family Oriented
Core Values: Patriotism, Loyalty
Think of: Charles Lindbergh, Rudolph Valentino
Silents
Personality: Conformist, Conservative
Core Values: Dedication, Sacrifice
Think of: Jimmy Carter, Charlton Heston
Boomers
Personality: Driven, Soul Searchers
Core Values: Optimism, Teamwork & Involvement
Think of: The Beatles, Bill Gates
Generation X
Personality: Risk Takers, Skeptical
Core Values: Diversity, Global Thinking
Think of: Michael Dell, Brooke Shields
Generation Y
Personality: Optimistic, Prefer Collective Action
Core Values: Confidence, Civic Duty
Think of: Tara Lipinski, LeAnn Rimes
Millenials
Personality: Remains to be seen
Core Values: Remains to be seen
Think of: Remains to be seen
What does this mean to you and your marketing efforts? It means a great deal. For here we have 6 very distinct groups of people, with 6 very distinct ways of communicating and 6 very distinct ways of perceiving that message you are sending.
One of the primary reasons your message may not be effective is that it is being perceived by groups of people who perceive your words in many DIFFERENT ways, not all of them as favorably as you might hope. This is not your father's anything.
According to Ms. Thompson in Every Generation Needs A New Revolution, the numbers break down as follows: (these numbers have not been verified by me - I reference them here from the book)
The Veterans 63 million
The Silents 49 million
The Boomers 78 million
The Generation X 40 million
The Generation Y 70 million
The Millenials Unknown
Now, let's suppose you are a Veteran, but your primary market is Gen Y. You develop a great message that references Rudolph Valentino. Nobody will know what the hell you are talking about. Don't laugh. I have files full of these things. I see this over and over again.
(Remember that you are developing multiple profiles. Hopefully you will have more than one. You will want to craft one message for the female Silent, and a completely different message for a Gen X male. You may have many profiles, requiring many different, highly targeted messages - perhaps even a different landing page for each profile . . . )
Not talking the language of your targeted market would be a really stupid marketing trick. More on this subject in the next post.
For more information, visit http://www.freepublicitygroup.com
Monday, December 15, 2008
Social Multi-Media Press Release Has Arrived
The Social Multi-Media Release has arrived - bigtime.
Now, simply by using this form of release, in addition to your traditional press releases, you can not only get the word out to traditional media (newspaper, magazine, radio, tv, etc) but can also get it out to technorati, facebook, linkedin and also social bookmarking sites such as digg, delicious, etc. Using both allows you to cover nearly the entire spectrum of publicity resources.
In addition you can embed audio, video - whatever you can imagine. The end result is a multi-media experience that covers all the bases. I posted a full article on this at http://www.freepublicitygroup.com/ArticleEndOfAnEra.pdf
Later this morning I will post a sample here on this blog and will continue to do so from time to time.
More at http://www.freepublicitygroup.com
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