Your company or product launch was a month ago, and you managed to connect with a few media outlets to get coverage. Now what?
It is a challenge most business owners face consistently when it comes to generating buzz about their brand. While you may not notice the lull in buzz generated for a couple of months because you are on a high from your successful launch, you are going to have to figure out how to create new opportunities for your business to garner media and influencer attention when life gets “back to normal.”
Here are three ways to create great media opportunities if you have hit a brand buzz rut.
Get involved with a charitable organization or a cause
A business that stands for something is a very powerful thing. Customers want to buy from brands that have the same values and belief system as they do. Your involvement with a charitable organization or with a cause allows you to tell your brand story in a different way as it relates to a cause. The media is looking for interesting human interest stories to tell, so you need to give them a story to tell that is unique to you.
Find creative ways to get your refreshed story angle out there, whether it is something experiential, guerrilla, or even a unique digital campaign.
Sponsor a community event
Community involvement is a great way to draw attention from local and regional media outlets. Find a community event that is in line with what you have to offer, or one that is of personal interest to you and your team. A personal connection will make the involvement more meaningful to both you and your target audience. If your connection to the event seems inauthentic, the media will likely not be interested because it just looks like you are faking your way to media coverage.
Plan a giveaway/contest
If you would like to run an influencer campaign with bloggers, setting up a series of contests is an effective way to connect with them. If you have product (or a service) that can be gifted then get them to review the product along with a giveaway specifically for their readers. Depending on how the contest is structured, you can create great opportunities for your brand visibility.
Your media and influencer buzz doesn’t have to end with your launch. When you sit down to create your launch strategy, think ahead to what happens next and try to incorporate it into your timeline. That way you won’t be left thinking “now what?”
Candace Huntly is Founder and Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.
Connect with Candace