How to get mainstream media coverage on any budget
Major media is more accessible that you realise. Here we discuss the three ways in which your brand can get awesome exposure no matter what your budget.
Imagine your brand on TV, and how many sales you could make if you just had the chance. Is mainstream media in your marketing plan, or does it feel out of reach?
As a soloist and micro-business owner, there’s sometimes an us and them with big business. We’re the midnight workers, the hustlers, and delight in our small business making a profit. And then there’s them. Big business. They are the suit wearers, the big budgeters, and the powerhouses. They also dominate the mainstream media.
If you’re creative however, you can look just like the big guys.
A mainstream media outlet is a magazine, a radio station, a TV show. They are the mass communication models, and they are harnessed by the biggest brands in the country to grow their bottom line. They are a brilliant solution for your brand to get mass exposure, partnering big reach with brand support.
Mainstream media is also more accessible that you realise.
"Advertising isn’t just about an ad, investigate your options and ask the sales team to get creative for you. "
Yes it’s expensive, however there are more options than ever before. Rather than a TV commercial, you could purchase some space in a morning show for an infomercial. With magazines, you could look at running an ad on their website, and have them to do a Facebook shout out to you as an extra. When it comes to radio, you can have the station out the front of your store for a few grand! There are many options within advertising, and it’s just a matter of being honest with the sales person about your budget. It also helps to mention that you’re open to something different. Advertising isn’t just about an ad, investigate your options and ask the sales team to get creative for you.
Public relations used to be mysterious, however there are many small boutique firms that specialise in small business and they are more transparent than ever before. There has been a rise in DIY kits, with the PR companies helping you write a press release and then giving you the media contacts you need. This self-service model with the support of a PR agency is a great way to dip your toes in the water and learn (from a PR perspective), what angles in your business the media may be interested in. They’re usually not what you think!
This option gives you everything you need to do it yourself, and doesn’t have price tag. Partnering with a PR agency to tell your story is a brilliant way to get your brand noticed and understood.
Media competitions are the most inexpensive and effective way to target mass media. By offering your products and services as prizes, you can feature in magazines, on the radio, and even on TV. Almost every media outlet runs competitions, and therefore the opportunities to promote your company are very exciting. Even if you don’t think you have products that would work for competitions, you can be creative! For example, if you have an app, you can give away a phone thanks to this amazing app! Competitions are an innovative option that give you access to the major media without the media spend.
Mainstream media doesn’t have to be for the big corporates, or the big budgets. With some creativity and some time to make some calls, you can promote your brand next to the biggest companies in the world to hundreds of thousands of potential clients. Don’t be shy! Give your brand the exposure it deserves!