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Another tool is the pitch letter. This is used to
suggest a story idea to an editor or writer. A pitch
letter is similar to a media release in that it describes
your product or service and tells why it is
newsworthy. You might include samples or photos
and some recent media releases.
Media representatives usually attend trade shows.
Find out from the promoter what television or radio
stations, newspapers and magazines are attending.
Send them information about your product in
advance of the show and invite them to stop by your
booth. Be sure to have media information available
at the show.
It is important to follow up with the media. This
reinforces your message and begins the process of
developing relationships with media people.
Advertising
When determining if and where you are going to
advertise, you need to know both geographic and
demographic information about your markets. With
this knowledge, you can determine where you want
to advertise: newspapers, magazines, radio or
television.
Advertising is expensive. To be effective, your ad
should run more than once in the same place. Repeat
advertising works better than a one-time shot. Think
about how you as a reader recognize ads that you see
over and over. The message seeps through a little
more each time you see the ad. Repeated exposure
lends familiarity and credibility. It also helps prompt
someone to reach for or ask for your product. Seeing
your ad also makes your retailers and distributors
happy. As is the case with public relations, if
retailers and distributors see your product in the
media, or if they see your ads, they feel better about
representing you. It validates their belief in your
product and supports their efforts to sell the product.
You can choose to handle advertising yourself or you
can hire an advertising agency. An agency can help
you with logo and advertising design. It will also
make advertising recommendations and work out a
budget for you.
Before you start your advertising campaign, you
need to know about your competition, where you
plan to sell your product and your goals. You also
need to have an advertising budget. If you hire an
agency, make sure they have all this information,
and sample your product. They can not represent you
properly if they do not know what your product
looks or tastes like. Study samples of competitor ads
and products, focusing on why your product is
different. Remember, you are looking for fresh,
creative approaches.
Local TV stations, radio stations and newspapers
usually have in-house advertising people who can
help you develop and produce your ads. It is possible
to create simple black and white print ads on a
desktop computer. There are many affordable
computer programs that can lead you through the
design steps and allow you to create attractive and
effective ads for newspapers and newsletters.
When you are ready to place ads, contact the
publication and ask an advertising salesperson to
send you a rate card. Rate cards outline the costs and
explain the circulation breakdown. In many cases,
the publication can work with you to design an ad if
you do not have one prepared.
Advertising agencies will write, design and arrange
for placement of your ads in various media. Make
sure that you negotiate the rights to any design. Use
phone books, newsstands, bookstores and libraries to
develop your list of media outlets.
Sales Promotion
Sales promotion is the umbrella phrase for anything
that helps sell your product to the consumer,
distributor or retail buyer. It can also help promote
your product to the press.
Sales promotional material is rather straightforward.
A good sales piece, sometimes referred to as a slick,
is usually 8 1/2” x 11” and printed in four colors. It
includes color pictures of and information about
your products. You may include order information,
but you should always include your company name,
logo, address, phone and fax. Including prices
restricts the life of the piece. A better idea is to insert
a photocopied price sheet.