|We looked at how to create a fact ridden ad last time!|
Many businesses that are starting rely solely on free publicity. In my view, free publicity is a double positive, because publicity is free. It can be argued that a lot of back room deals are done where stories appearing in newspapers and other media are somehow bought or engineered. Often the stories are so vapid, like “Star seen with new dog” you would realise there’s something under the surface. It would be wise to understand however asking for a free advert is not the same thing as seeking publicity. The only reliable way you could get a free ad is if you do some kind of contra deal.
|Have you factored everyone into
your publicity drive?
Wikimedia commons image.
The activity of a business can lead to publicity. Such as when Marks & Spencers lingerie became popular in France. This was seen as humorous, French lingerie was long seen as superior. But publicity is never when you send in an advert and say “I am releasing a product, can you put something in for free?”
Even with products that have a wide appeal, you need to start with a wedge in the door that hits trendsetters. That wedge is often an appealing story directed at the type of people you wish to reach. Our products can be like our own children, we love them! But divorce yourself from your product for a second and think what is really in it for a media outlet.
Exhibiting Your Product or Service
This has the end result that the trader makes no money and says “don’t bother with that outlet, it doesn’t work anyway”. I would argue if the trader had to pay for the same space, they’d have spent more time thinking of what would get a response. The very fact they wanted something for free meant they didn’t put something of quality into circulation.
Always write down the three parties, and work out what each has to gain from the deal. Check it with another business person or colleague to see if it makes sense. If so, proceed! Whilst there is no guarantee this will work, it stands a far better chance, and will help you gain insight for future.