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Making A Press Tour Count
Press tours can be a great way to drive visibility -- if
you're getting in front of the right reporters, at the right
time, with a compelling story that resonates. News is
not always essential; in fact, a successful tour can
easily result in multiple ideas and near-term placements
for each publication visited. And, of course, the next
time the reporters you meet are writing about your
market, it's highly likely that they'll think of you.
The following strategies will help make your tour
most successful:
Know your agenda.
Approach each briefing with a target goal, while
being open to new opportunities. Getting your news
covered is only the beginning; developing a relationship
with the publication can lead to more frequent, and
higher-visibility coverage.
While reporters are not as forthcoming as analysts in
sharing information, you can often elicit insights about
specific events.
Do your homework.
To make the most of these meetings, you have to
know what makes the reporter tick. Review recent
articles the reporter has written, and identify common
threads. Determine whether they focus more on the
business benefits or the technology behind a solution, if
a customer is required for coverage, and what it will
take to get the ink that counts.
A little 'give and take' goes a long way.
Reporters need good ideas as much as companies
need positive coverage. Think about how you can help
the reporter, and have a few story ideas ready. It will
be much more productive than focusing on what the
reporter can do for you, and will immediately shift the
conversation to be more open-handed.
Remember what you've said.
Jot down notes throughout the meeting on the
information you share, what seems to interest each
reporter (and equally important, what doesn't,) and
anything that requires action after the meeting is
through. Asking the reporter what they're working on --
or what's coming down the pike editorially -- could be
the most valuable question you ask, especially if it
uncovers a good opportunity for your company.
Stay on the radar.
What happens after the meeting is equally as
important as the meeting itself. Whether you choose to
own the relationship, or have your PR agency take the
lead, follow-up is essential in order to get the
placements you want.
Driving Momentum When 'Hard News' is Hard to Come By
Issuing news twice a month is a great way to
demonstrate -- and sustain -- momentum. The ideal
news 'portfolio' showcases your company's activity on
three fronts: technology, company news, and how
you're influencing the market.
The good news is you don't have to wait for
press-ready customer references or new product
releases to
issue news. You can:
Announce trends in the market. After
all,
your pre-sales team has first-hand knowledge of what
companies are seeking, and the issues that are
front-of-mind. Integrating these broader trends with
specific
data points is a very effective way to demonstrate your
deep understanding of the market.
This kind of information-intensive release can be
expanded for use as a white paper, as well.
Promote multiple wins, instead of a single
named customer reference. This story carries clout
by volume, with no names shared. It can easily highlight
your strength in a specific vertical. Alternatively, if
customers
represent multiple industries, identify the top business
challenges they face. This positions you as a provider
with horizontal heft. By not 'naming names,' you can
position even small customer wins to your
advantage.
Highlight the content of speaking
engagements. This includes conferences as well as
private company-sponsored events. Focus on the
material, and with it, the advice and guidance your
team offers. Too many of these releases treat the time
and place of the conference as the 'news,' when it's the
least interesting aspect of the event. The release
should showcase depth and innovation; by extension, it
will showcase your offering's technical
differentiators.
Any news can be selectively sent to stakeholder
groups; many 'momentum' news releases will merit
distribution by a commercial news service. Tightly
focused news consistently communicates your core
messages, and is a low-cost way to leverage other
marketing initiatives.
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Webinars That Work:
Part 2
Deciding on content and building a guest list are
important starting points for great Webinars. Last
month we reviewed content ideas; here are some tips
on how to attract and engage the right audience:
Build the guest list around the goal. Bigger
isn't always better -- it's more important that attendees
share common challenges, interests, and a call to
action. Start with an internal goal (like 'drive sales')
and then consider what will be most valuable to
attendees (education on a market trend and case
studies are always compelling.) Be specific about what
potential participants will gain by signing on.
Dangle a carrot. A Fortune 500 customer
can sweeten the pot, as can any customer who shares
specific commonalities with a broader group of
prospects. (For example, mid-market CPG companies
may be more likely to RSVP if a colleague, not a
household name, is involved.)
Choose your host. Partnering with a
publication or analyst firm can save time, greatly extend
marketing reach and add a third-party expert to the
mix. If you pick a partner, be sure to check with
companies who have partnered with them in the past to
find out how effective the event was. Going it
alone works if you're able to do the leg work.
Stay in touch. Outreach should happen
early, and often. Targeted e-mail lists can work well,
especially when the recipients already know your
company. (Add a 'send to a friend' option.) Recruit
people in your company to personally pass the invite
along to strengthen individual relationships. For
example, sales reps can individually invite pending
prospects, or identify which clients might care most
about
the particular session topic.
Ask questions - and listen. Webinars should
open the door to communication: before, to know what
aspects of the topic are most relevant; during, where
polling questions keep attendees engaged; and after, to
advance visibility or the sales cycle, as applicable. You
can also poll for suggestions for the next
Webinar.
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