A favorite Halloween pastime for many families is carving out pumpkins and illuminating them to create beautiful, unusual Jack-o’-lanterns.
We’ve done some carving of a different sort by crafting 10 tips marketers can use to help tell their brand’s story so it glows and engages their audiences.
Just as Jack-o’-lanterns are one aspect of Halloween fun in addition to costume parties and trick-or-treating, garnering media coverage is one effective “tool” in a marketer’s toolbox to reach influencers and consumers. The tips listed below comprise a brief guide. Each one has to be considered in conjunction with the strategy and objectives of the specific communications program.
- Identify the media spokesperson and make sure they are prepared for the interviews. Options include: the CEO or company founder, a company expert, a celebrity, an author, chef or lifestyle guru.
- Think like a journalist and answer why should his or her readers/viewers/listeners care? Communicate what’s newsworthy, special or beneficial about your brand’s story.
- Consider partnering with a nonprofit on a cause-related program that helps those in need.
- Inquire if satisfied customers who have benefited from your brand or service would agree to discuss their experience during media interviews.
- If given a choice, pick an optimal location for the interview. Will it be conducted in an office, at a trade show, an event, or in a studio? Perhaps there’s another setting that would provide the best visuals, authenticity and news value.
- Communicate how the product or service will benefit consumers, the environment, the education system or another important social sector.
- Find out what trends are happening in your space to which your product or service contributes.
- Align your brand or service with an upcoming holiday, season or annual community event.
- Research and investigate prospective speaking opportunities for the spokespeople at events where the media will be invited.
- Produce and provide video or images to supplement interviews designed for different platforms such as TV, the internet or mobile devices.
In the case studies section of our website you’ll find several examples of media coverage we’ve arranged on behalf of clients which illustrate the points made above.
Do you have any other tips to add? We’d love to hear from you!
{Image by Daniel Troutman; iStock photo}