Nolsen Bedon, Ltd.

Marketing Part 6

In practical terms, free advertising is generated by positive and favorable media attention and publicity. Naturally, free advertising is highly beneficial and desirable. How is it generated? There are several potential ways:

By joining forces with a charity
If you carefully choose a charity that is highly visible and aggressive in its promotional activities, by aligning with them you can use them as a lever to generate media awareness.

By having a flamboyant character in a management position

By being an expert source
Commission a poll or survey of some kind and announce the results. Then be prepared to explain and analyze those results in public. Before too long, you’ll come to be considerecd the expert in your field of business.

Through the use of original and creative promotions

As a guest on radio and TV talk shows
Radio talk shows are always looking for experts to take up some air time. Take advantage of that, and develop a list of previous appearances. WIth any luck, you’ll be abel to parlay small appearances into progressively larger venues.

Through the use of press kits and news releases
This is the bread and butter of the PR industry. The press kit is simply a collection of basic information about your business, product or service. The news release is somethign topical about why someone should care. Many businesses have generated millions of dollars of free advertising using nothing more than press kits and news releases.

The Ultimate Marketing Plan
 

Trackback URI | Comments RSS