Are You Maximizing Your Publicity Today?
Yes, the question is “Are you Maximizing Your Publicity Today?” These economic times require more creative, yet, consistent publicity than ever before. There are several reasons for this importance in today’s economic downturn.
First, business people and consumers are very tired of the advertising world – you know the one that interrupts everything we are doing to “pitch” their message. People are being bombarded by more commercial messages than ever before. This has lead to a desensitizing or a lack of attention to these commercial messages.
The only message that people are likely to listen to or more importantly – believe – are the neutral or informational messages created by publicity rather than ad campaigns. Getting other people to talk about your product or service, about the problem you solved for a customer or some new introduction of a noteworthy – praiseworthy – something that you offer to the public is the way to get sales and customers.
Do you have a plan for getting information out to the sources of news – writers, TV stations, talk shows, trade publications or magazines? You should have a regular program set up to provide information and newsworthy ideas that will get written or talked about by independent third parties about YOU.
The Second Point is the Mass Market is over, so advertising and commercials are less effective. I wrote an article a couple of years ago about how the Rolling Stones and Mick Jagger killed the mass market with their 1965 song – Can’t Get No Satisfaction. While many people just listened to the chorus, the actual song verse was destroying the role of mass markets and advertising in the minds of today’s Baby Boomers! You can find this article on my personal website in the resource section – you will enjoy it.
Niche Markets rule the marketing world today. There appears to be a niche market for every possible combination of people and things you can image – and someone will market to that special niche of people. If you have specialty products or products that are purchased primarily by a specific group or market of people – the increase your marketing balance for these people. The effectiveness of this targeted marketing is very important to growing your business.
The third point is people no longer TRUST the commercials and this is big. They don’t believe what is being said – if they listen at all – and discount everything being said. Thus, the rise in news stations doing the “does it work” segments to test products or services claims. This is an interesting concept being used by TV stations – and it works! People will actually believe the results of these segments over any claims in the advertisements.
Finally, to build a brand, you must engage the publicity machine to get momentum or to hit the “Tipping Point” whereby sales explode as the brand takes hold in the marketplace. Traditional marketing and advertising can not build a brand in this environment – only publicity builds a brand. Traditional marketing and advertising can maintain brand awareness along with a top of mind factor that wins a disproportional amount of new business over time.
Today, review your marketing departments – publicity program. What is being done to get a “news” type of momentum going for your company, product or services? If you are told there is no publicity program, then call a meeting immediately to discuss or brainstorm what could be done in this area to gain positive results for your company over the long run.
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