Tips on Scoring Earned Media

It is called “earned media” when you get publicity through promotional efforts. You know, the Earned Media Boy reporter shows up at your business and does a great job in sharing your message/brand/effort.  It happens every day right?

It does but the promotional effort has to be something amazing.

While you think your promotion is really cool and fun and interesting you need to understand media outlets get pitched all the time and they only have so much inventory.  And, remember, media outlets survive on “paid media” or advertising.

Some Tips on Scoring Earned Media

  • Think and Plan – Sure, sometimes a promotional event goes viral on its own but to get to that point there must be some serious planning. You must take into consideration not just “the event” but how it will play with the public. Will they get it and will it make for a good “news bite”?
  • Wacky Works – Remember the Ice Bucket Challenge of 2014? It was wacky, different and fun. The ALS Association scored international media attention and even offered up Ice Bucket Challenge 2.0 in 2015;
  • Celebs – Hooking your promotional event around “a name” is always a great way to induce the media to your cause. Some celebrities will pony up their time because they have a relationship to the cause or event but you need to know not just ask;
  • Broad Appeal – Even though your promotion is meant to drive your brand the event needs to be broad enough to garner wide appeal. Otherwise media outlets will ignore you;
  • Social Media – If you fail to get social with your promotion hoping the media will carry the ball for you…forget it. At the same time if you are not NOW working social media for your business but ramp it up for one event…ain’t gonna work. You must be in the space before, during and after;
  • Keep Pitching - Once and done is not a good media plan;
  • Be Timely - If you can tie your event to something that is already hot or something that is starting to bubble up, so much the better; 
  • It’s Not Free – Getting earned media is not free. It takes time, talent, planning, execution and a relationship with the media. All of those factors cost money…
  • The Relationship – I can’t stress this enough…if you and your business has created a media relationship either through paid advertising or personal it is golden. Likewise if you and your business is already seen as a leader in your vertical so much the better.

The bottom line is that earned media doesn’t “just happen”

Now, go think and plan!

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Let's Start A Media Company!

Thought I'd share something I head recently about advertising, marketing and the media. If Media Signyou've ever wondered if you could compete with "media giants" now is the time to act. And you have the power. Ready?

So you are in business and I come to you and say, "Hey, let's you and I start a media company!" No doubt you would wonder what I was drinking and might come back with, "A media company? Are you crazy?  That would cost a fortune!"

Maybe...and maybe not. If you've got seven minutes have a listen. I think you'll get it!

 

Thanks for reading and listening!

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Video Worth Sharing...Dove

Over the years we've produced hundreds of hours of video for television and the web.  That process is so much more complex than most business people realize.  To produce a high quality video for business it takes planning, talented staff and a firm grip on the "end result".

That's why we want to share this powerful piece with you.  Dove is an old brand and we would bet it's not on the "want list" of many young women.  However, this very classy piece may just change that.

 

Well written, filmed and scored it is a very touching piece that, we think, ranks among the very best pieces of marketing video...ever.  And, again, that is no accident.  This took lots of time, talent and work.  Well done!

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If you have a comment, feel free to post here.  And/or follow us on Twitter @InsightAdv and our advertising agency Facebook Page is right here.  Insight Advertising, Marketing & Communications is a full service advertising agency based in Des Moines, Iowa.



Get Ready Main Street - The 800lb Gorilla is Coming

Wal Mart New LogoIf you own a small business this news should warm your heart.  Walmart has announced that it will shift some of their national television advertising dollars to local TV in some 60 markets. The company will create 1,500 "hyper-local" television ads targeting price.  Actually, they will be targeting the local retail stores which dot Main Street.

Why?

Because they want a bigger slice of the grocery store business.  But, you can bet it does not stop there.

The retail giant will not only produce a mind-blowing 1,500 ads they will also extend the life of the campaign by using social media.

Before you put up the "Out of Business" sign some things you can and should be doing...now: (Uhm...HyVee, Fareway, Dahls and others...)

  • Hammer Local - You are already the local business.  Today get "hyper-local" in your marketing efforts.  You live in the community.  You give back to the community.  You serve local community friends, family and neighbors.
  • Get Creative - There are a dozen ways in which you can top this move if you sit down and think, "How do I better serve shoppers?"
  • Get Personal - While Walmart is going to highlight price by comparing sales receipts you can highlight the people you serve and the people that serve the consumer.  Make it a personal experience.
  • Get Help - Trust me, you can't do this alone. I realize you "think" you know advertising/marketing it's not your core craft.  You make stuff to sell stuff or buy stuff to sell stuff.  Marketers are the folks who help you sell...more with better communication.

You can not attack this with Facebook alone.  You can not respond with cool signs.  You cannot do this with newspaper ads.  You can't do this with a speech at your local Chamber.  You can't.  It is that simple.  To be able to extend your brand to your core audience you must employ a host of methods...and you might want to get started today.

If you would like to read the article from our friends at Advertising Age, here you go.

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If you would like to comment here, have at it.  To connect with us on Twitter it's @InsightADV and our advertising agency Facebook Page is right here.  Thanks for coming by...and hope it helps.  Michael


Social Media Blow Back

What one person finds "funny" may very well prove to be cruel and insensitive to others.  It's always been that way but, up until the world of social/new media few people had the opportunity to respond and call a company on being...dumb.  KGAN Bears Horses

Welcome to the new world where you need to be careful, very careful when you're a company hoping to appeal to the masses.  Here is a prime example:  Television station KGAN CBS 2 based in Cedar Rapids, Iowa thought it would be "cute" to post on their Facebook Page an image of two bears riding two horses and then have viewers caption the image.  Trouble is the image pissed off a bunch of people...including us.  Not so much because the image is a slap in the face to the thousands of folks who are "animal lovers" but because it's just...stupid.

Sure, this will cause a stir and, perhaps, that's what the management of KGAN CBS 2 want...but we doubt it.

Why bring on a problem that you could have avoided?  We dunno, perhaps you have an answer?

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If you would like to comment here, feel free or let's connect on our advertising agency Twitter Stream @InsightADV and our agency Facebook Page is right here. Thanks for coming by!



Rewind HyVee/Chrysler Ads

Recycling is all the rage.  For those of you who follow these posts you know we love the Weiden+Kennedy series of ads for Chrysler.  The images of Detroit, the driving music, the soaring choir and the great voice work of fellow Michigander Kevin Yon.  Remember this from the Super Bowl?

 

This past week our friends at HyVee, a midwest grocery store chain, released this piece that seems very familiar. Almost too...

  

For the first few seconds I honestly thought it was a new ad from Chrysler.  But nope...it's for a "gas card".  It's one thing to do an ad that has a focus on resurrecting a city and an iconic brand.  It's another to promote a...gas card.  We think it's nice but odd.

What do you think?

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Mixed Signals

This past Sunday a friend of ours spent 12 hours on a television Man Undecided commercial shoot.  That's right...12 hours.  It was a full fledged operation with set building, lighting, talent and removal of the set. Twelve...hours.

Why?

This is the part you need to pay attention to:  Our friend has had this client for several years and for most of that time he's said, "You are selling really high end stuff but your television ads look like...crap."

Did the client listen?  No, not until my friend formed a focus group familiar with the business to review about a dozen television commercials that had been shot over the years.  Their opinion was, "You are selling really high end stuff but your television ads look like...crap.  You are sending mixed signals to consumers.  Stop it."

So the questions are obvious: Are you sending mixed signals to the consumer? Does the product/service you sell match the marketing message or are you confusing the consumer?

Everything is in play from your business cards to your advertising message. It all matters.

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If you want to connect feel free to leave a comment here our follow us on our Twitter Stream @InsightADV and our advertising agency Facebook Page is right here.


Targeting The Message - Television/Video

OK, this will not be a PC post.  Our friends at Hardees and Carl's Jr. need to shore up support from young males so they cooked up this new "Memphis BBQ" TV piece called "BBQ's Best Pair".  Clearly it is...targeted.

 

Beyond the targeting of the message I hope you paid attention to the work that goes into creating a high quality television commercial.  Notice the equipment, the attention to detail...all for just 30 seconds.  

So, our question to you is this: When you're spending money to showcase your product/service on television or in online videos don't you think it's important to spend an equal amount of time and energy in the creative

You can comment here or follow us on Twitter @InsightADV or our advertising/communication agency Facebook Page is right here.

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Media Death...Really?

You know we're big fans of New Media...some call it Social Media...andBusiness Tug of War what it can do for your business.  However, from the very start (now nearly a decade ago) we have cautioned clients, and anybody who would listen, that to put all your eggs into the new media basket is a huge mistake.  But it's a tug of war to understand your options.

While others may trumpet about the death of "traditional media" we believe that a healthy mix of both...is a winner.  But what trumps the healthy mix is having the knowledge as to where your customers are.  What are they looking at?  Where are they, geographically?  Who influences them?  What influences them? How can you best connect and with what medium?

Oh...and what's your budget?

We listen to media pitches...daily.  Every media salesperson has the magic bullet.  Unless you, as a business owner, asks the right questions you might be buying...everything.  Or, nothing at all.

The quick tip for you is to know your consumer.  Know what moves them and where they put their eyes and ears.  Then mix that knowledge with a solid budget plan to put your stuff in front of them.  While it sounds easy it takes work, a complete understanding of the market and the media that's being offered.  Do these things and...win.

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If you would like to connect you can leave a comment here or on Twitter it's @InsightAdv and here is our advertising agency Facebook Page.  Thanks for reading! - Michael


The Power of Video for Business

Our agency does lots of print and digital advertising work for our clients.Video Production KC  However, the fastest growing segment of our business has been in high quality video production.  For years we've suggested to clients and non-clients the power high quality video production has on the ability for a product/service to connect with the consumer...even the B to B consumer.

When you consider the time and effort that goes into high quality video for television commercials, on-line video and in-store product piece you can begin to understand why some small and mid-level companies have been reluctant to invest in in this method to reach consumers.  However, according the the numbers making the switch pays off.  Why?  Consumers (including B to B) are watching.

Video singleVideo Statistics

  • December, 2011 - 182 million Americans watched an average of 23.2 hours of on-line video;
  • In 2012 57% of marketers will increase the use of video;
  • 24% of advertisers are shifting dollars away from print and into video production;
  • 65% of advertisers are shifting dollars away from broadcast television to on-line targeted video production;
  • In 2011 mobile viewing of video increased by 102%

Companies who are in tune with the trend began investing in high quality video production several years ago but, it is not too late for those of you who want to capture targeted market dominance.

We thought you might like to know...

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 If you would like to leae a comment here, feel free.  Or we can connect on Twitter @InsightADV or here is our advertising agency Facebook Page.  Thanks for coming by! - Michael Libbie