How to Maximize Your Interviews for Marketing Success
Telephone calls and Emails from newspaper and magazine editors can be feast or famine for a solo marketer.
You either get a healthy number of media connections because of consistent marketing, or you get very few due to a lack of self promotion.
When your marketing starts paying off with interview requests, you may think that you have no control over time or content. That’s far from the truth. Writers and editors sometimes command lots of your time, which makes you think that you’ll see a full-page spread about your company.
When you see only one or two lines from an hour-long interview, you think, “Why did the reporter talk to me all that time?” The answer: because you didn’t take control the moment he contacted you.
The bottom line is that you do have control when interview requests arrive, and a few preliminary questions to the reporter will guide you as to how much or little time you give them, as well as how you can capitalize on being in print far beyond quotes.
Here are five questions to ask to prepare for free publicity.
1. “What’s the main topic for this story?”
You may be so happy to finally get an interview that you neglect to understand the article’s central idea. Such a briefing allows you to form answers that not only educate but also sell more products or services.
2. “How many people do you plan to interview?”
Will your competitors be contacted? What about buyers/end users, which may turn this seemingly-positive article into a negative rant? You have the right to ask who else will be featured. Reporters always tell me.
So far they’ve seen no reason not to. If the writer is still looking for others to interview (ask about this, too), recommend industry allies who will remember you for reciprocal interviews. Read more
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Are Surveys Part of Your Marketing?
Yesterday, I received an inpatient survey by mail from the medical facility that performed my emergency surgery, which I talked about briefly in this post.
The procedure took place just one week ago, so the facility obviously has their survey process down to a science, sending it before patients forget about their stay.
The four-page survey asks me to fill in one of five circles, rating the center on a very poor to very good scale, on admission, the room, meals, physician, speed of discharge, and eight more areas.
A self-addressed, stamped envelope is included, and the accompanying letter says that by returning the survey, I’ll be entered into a weekly drawing to win a $25 American Express gift certificate.
The survey cannot be completed online, but I won’t hold that against them. Overall, this is an exceptional procedure that all of us can learn from.
In what capacity can a survey work for your firm?
The hardest part is the actual survey development. However, if you begin collecting surveys from correspondence received by mail or surveys received online, you’ll have several blueprints from which to begin creating your own.
There’s more information on creating surveys in this article.
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Industry Seminars Uncover Marketing Material
Do unread newspapers and magazines pile up in your office quickly?
That’s what has happened to me in the past weeks.
I finally went through more than 50 percent of it yesterday and noticed one important section in many of them: the upcoming seminar schedule for the industries I follow.
Reviewing seminar topics and descriptions acts as a barometer for your marketing. It provides ideas on:
What I do is add the topics that will enhance my marketing into my business development plan, the one I show here. Each week I choose one subject, outline the material, and write the information.
Then it’s launch in the best format that brings me clients and revenue.
Isn’t it wonderful when someone else develops a seminar so you can market and make money?
If your industry is not yet planning a roster of seminars, see what’s up and coming on the solo events and conference list.
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A Look at Marketing with Incentive Gifts
Because of my ongoing grand jury participation, I was unable to attend last month’s Incentive, Rewards and Recognition Show in New York.
However, Incentive Magazine brought me up to date on the products I missed that businesses of all size choose as marketing tools before and after the sale.
You’ll find links here to 50 different options on their site. Everything won’t qualify as an incentive gift for your clients, but it’s terrific to view these items and create your own choice according to your budget.
One item I saw in Incentive’s June edition was a Noon Whistle Candy Set from Dean & Deluca.
“Retro lunchbox with stainless steel look comes with pistachios, dried fruit, dark and white chocolate, Swedish Fish and a tin of toffee caramels.”
That’s something you can put together without the big brand name price, or perhaps this exact gift is perfect to impress a client.
You’ll also find gift card, travel, and electronics’ options.
If your budget had no bounds, which of these selections is the incentive you’d present to clients?
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Shirley George Frazier - Solo Business Expert, Author, College Mentor
When you hire me to speak at your conference, college or special event, attendees will thank you for a great program. Media interviews also welcomed. Call or Email me. 973-279-2799 or shirley@shirleyspeaks.com.
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