Having said all of that about using news releases to boost your marketing, please don't get the impression that you should rest on your promotional laurels once you get a mention in the press. I'll use a case study to illustrate the problems you will face if you do:
You may recall a couple months back I sent out a special edition of The Edge when the American Horse Council issued the results of a long-awaited study on the economic impact of the horse industry. A news release was issued by the Horse Council on June 28, 2005, with the release also posted on the Horse Council's website. The impact of horses on the U.S. economy is profound, and the news spread like wildfire through equine publications and the popular press. One benchmark, the Google News service, had indexed hundreds of mentions of the news within days of the release as publications around the world reported the study.
Folks within the industry were anxious to get a look at the report, appetites whetted by the enticing tidbits in the release. Yet the Horse Council's website said only "Keep checking this site for ways to purchase the new study!" The publications order page had a gap for the study, with "coming soon"--no pricing information, no option to pre- order, no indication of when "soon" would be.
Days, then weeks, now more than a month, passed. Still no change to the Horse Council's website. All but the most interested people stopped checking. Life goes on, interest wanes.
Then, finally, on August 22, seven weeks and six days after the study was "released," SHAZAM! News hit the wire that the study was available for purchase! The media mentions even include the pricing.
Yet, a visit to the Horse Council's website on August 23 still reveals the same old, stale messages: "Keep checking this site for ways to purchase the new study!" and "coming soon." Despite the fact that the Horse Council obviously issued a news release to the media, not even the website's list of press releases has been updated to include that one! Two days later, the Google News service has referenced exactly two mentions of the availability of the study for purchase. The fact that the Horse Council is ready to sell its product is not nearly as enticing to the media as the fact that the Horse Council created its product.
So what happened here?
So what WILL happen here?
BUT, how much better could the results have been, if the study was available for purchase when people were ready to buy?
So what is the message?
Do you have a marketing trick or tip you would like to share with other readers? If so, send an email to Ingrid@equinnovation.com. Thanks for your input!
Copyright 2005. This article first appeared in The Equine Business Edge, Equinnovation's complimentary newsletter (click to subscribe).
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