What do you think about when you think of holiday planning? It depends on whether you’re answering as a consumer, a marketer or a media outlet.
If you’re a consumer, shopping for the perfect gift is likely top of mind.
If you’re a marketer, you’re focused on making your product visible to those consumers.
And if you’re a lifestyle/news editor, you’re looking to fill your program or publication with timely and relevant content that will keep consumers coming back.
The good news is that a well-executed satellite media tour (SMT) can deliver a happy holiday season for everyone.
“Earned media helps a brand create buzz and generate conversations, often via a credible third-party. An SMT can be an ideal way to secure editorially placed media for your campaign and start building broadcast buzz,” writes Stephanie Rittenhouse, Manager, Media Relations at MultiVu, in Beyond Broadcast: Extending the Reach of Your Media Tour & Maximizing Results. “Over the course of a single morning, your spokesperson can conduct interviews all across the nation, maximizing exposure.”
If you’re new to the world of holiday-themed SMTs, Stephanie breaks down the how, who, what, where and when to use a satellite media tour in your holiday communications strategy.
WHAT
“An SMT is the perfect vehicle for your client to talk about the hottest new toys this season or to share tips on how to create the perfect holiday feast. Topics that relate to a broad audience are popular for the holidays. Holiday travel, entertaining, shopping – things that a majority of Americans are participating in.”
“However, not every tour done during the holidays has to be about gift giving and entertaining. We’ve conducted successful health-related SMTs on topics ranging from ‘how to look good for your holiday photos and holiday parties’ for an aesthetic treatment as well as tours about how to avoid holiday weight gain.”
WHO
“In addition to pitching TV and radio producers, adding blogs and websites to your SMT schedule is a great idea and an effective way to hyper-target your target audience. At MultiVu, we work with clients to put together a list of websites and blogs that make sense for the campaign before beginning any outreach. You can also complement your campaign with some strategic or guaranteed placements.”
“MultiVu’s Media Relations department has decades of experience in crafting story angles that are eye catching and relevant to a viewing audience. When putting together a media advisory, we put ourselves into a producer’s shoes and try to get as creative as possible!”
WHEN
“Timing is everything! If you’re looking to conduct a holiday-themed SMT, now is the time to nail down your ideal topic and date. We recommend at least 6 weeks of lead time to pitch during the holiday season as it also coincides with November sweeps, meaning competition for morning show bookings can be fierce.”
“Of course, while Thanksgiving and Christmas are the most obvious winter holidays, there are other holidays that can also provide a good SMT hook. Stories about our nation’s veterans do well in the days around Veteran’s Day. Black Friday and Cyber Monday officially kick off the holiday shopping season so shopping stories around those days make perfect sense. There are also some more offbeat holidays to conduct an SMT. Did you know that November 5th is National Donut Day and December 4th is National Cookie Day?”
WHERE
“Whether your client is looking for coverage during morning shows on local television or adult contemporary stations on local radio, distribution can be highly targeted based on what cities, demographics and verticals are important. If the campaign is targeting specific local markets and they are not all secured for your SMT, strategic placements will guarantee airings in those markets.”
HOW
“Depending on the brand’s budget and end goal, there are two approaches you can take: a stand-alone SMT or a co-op SMT. Standalone SMTs feature one brand, client or campaign while co-op SMTs bring together up to four products under one overall, umbrella theme.”
“For a client with a smaller budget, participation in a co-op SMT might be the right approach. During the holiday season, MultiVu offers co-op SMTs on a variety of topics including holiday travel, holiday entertaining, gift ideas and holiday beauty/glamour.”
A holiday-themed SMT is a great way to share a specific message with a large audience, generate conversation and maximize revenue. And with strategic planning you can extend the value of your SMT investment and drive results across social, paid, owned and earned media channels.
Download our new guide Beyond Broadcast: Extending the Reach of Your Media Tour & Maximizing Results to learn more.
Author Chelsea Cox is executive assistant to PR Newswire’s SVP of Marketing, SVP of Product and CFO. She also assists the marketing department by writing for the PR Newswire blog. In her spare time you can find her practicing #blackgirlmagic and making lemonade.
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