Very often businesses have news that is worth sharing. But how do you go about it so that it actually creates business interest, potential work and consequential revenue?
A press release is a great place to start. Saturating the media with your news will inevitably generate various features, snippets, images etc. It is one of the most cost-efficient and effective ways to create interest in your business.
Click here to see an example of a press release JFM recently sent to mass media throughout New Zealand, on behalf of its client, Hubbards Cultivation. This enjoyed sensational success, gaining nationwide coverage within 24 hours of being released; appearing on TV1 Sunday 6pm news, featuring on Radio Live’s nationally broadcast ‘On the field with Richard Loe’, got mentions on a number of different radio stations, gained spots on four different websites, was picked up by numerous publications, even had a letter to the editor – all within four days of its release. And we have only just begun!
The Mid Canterbury-based agricultural equipment business is enjoying a stack of media attention, thanks to a novel idea and a mega media drive. Hubbards’ owners, Ian Prime and Vince Rietveld, decided to paint one of their Cambridge Folding Rollers a bright and eye-catching pink, a novel idea that made a fairly big statement. This quite naturally led to a link to the New Zealand Breast Cancer Foundation, with Hubbards committing to raising both funds and awareness and funds for the cause.
Absolutely brilliant idea, one that the creative team at JFM were dead keen to jump on. In fact they absolutely relished working with the concept. The brains went into serious overdrive, producing a campaign that allowed the traditionally male environment to embrace the loud and obvious pink. And it worked. For Hubbards there has already been a resultant sale and, when the Pink Campaign officially kicks off in a couple of weeks, the fundraising will commence with $1000 in the coffers.
It just goes to show you should never underestimate the power of a press release. As a stand-alone tool it can achieve a fair bit, and when it is supported by a considered and planned campaign approach, combining specific advertising, signage and promotional material, you can’t help but be onto a winner.
KEY PRESS RELEASE TIPS
• Ensure your press release is good quality, those that are good are more likely to run as they are written and less likely to be attacked by an editor, inferior pieces get what they deserve...
• Make the tone appropriate to the medium you are sending it to. Don’t forget it is the medium you are trying to appeal to initially, not necessarily your market. For the media to pick it up you MUST appeal to them, this is non-negotiable.
• Employ a skilled writer, one who is au fait with marketing and media, to be able to do the job properly. A good quality press release will generate activity; one that has come from an inexperienced hand is quite likely to end up in the recycling basket.
• Back the press release up. One that is a PART of a considered campaign is going to achieve far greater results. Related advertising, signage, direct mail etc supports and is supported by a press release. It’s consolidated exposure.
• Saturate, saturate, saturate...send it absolutely everywhere, if you don’t you will never know if they would have run it.
• Follow up. Phone, touch base with who you have sent it to, in particular where you really want it to run, it could make the difference between a yes or a no.
Remember, whenever you have some business news don’t simply acknowledge it in-house, it is a very real reason to expose your business to those that matter. Give them something of interest and they will get interested. Unleash your press release power!
If you want to find out more about how the JFM team can help make a difference to your business please contact us.
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