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How To Maximize Tv News Spot
Posted By: stacey on 3/14/2007 9:39 PM (CST) 125 Points
A local news station did a story on my company last night. They did a phenomenal job capturing the essence of what we do, from our recipients' perspectives more so than the clients' perspective. So though it doesn't talk specifically about the high redemption rates or clients experience, it did a great job showing the impact it has on the recipient and their tendency to utilize the promotions we deliver.

So now I'm wondering now how to maximize this opportunity. I've emailed the link to current and potential clients, etc. but now what? It's great exposure and I don't want to miss any potential opportunities.

Thank you in advance!

Stacey

Posted by: amandavega Member Response
3/14/2007 9:51 PM (CST)
Did you get a broll of the show? Or, did anyone tape it? If so, you may want to put it up on YouTube and see a whole new audience. Also, put information into your blog about it.
 
Posted by: stacey Author Response
3/14/2007 9:54 PM (CST)
I don't have a blog and I don't know what a 'broll' is?? I did have someone tape it and the video is linked to the news site...
 
Posted by: KathySmithFilms* Accepted Answer
3/14/2007 9:58 PM (CST)
Hi stacey,

Get a copy of it...even if you have to buy it from the news channel. That's #1. Definately do what amandavega recommends.

Remember the flow in can vary up to a certain period of time for each individual on what comes back in; but do pour on the coals and while the fire is hot get the mileage. Answer EVERY letter that comes your way as are result of "fans". Build on it. You may even hire a publicist.

Feels great hm? Keep the good works going out there. Too cool!
I will check back.
 
Posted by: ethnicomm Accepted Answer
3/14/2007 10:19 PM (CST)
A b-roll is the extra footage that the crew would have taken. The quality will most likely be better than anything you could probably do internally. The benefit is that you can create all sorts of videos using this as your main footage. (Don't forget to get permission of course).

Create a story around the piece and what it means for your clients. Then send the bundle to your clients, post it on your website, submit it to YouTube and Google Video and incorporate into pitches for new business.

For YouTube/Google Videos, tag the videos with appropriate keywords.

Send the link to local stations in the markets you serve and offer to participate in an interview to offer the clients perspective.

ethnicomm inc.
 
Posted by: wnelson Accepted Answer
3/14/2007 10:32 PM (CST)
Stacey,

As Kathy said, get a copy of the story. Have a copy of it available on your website under your "Press" section. Do a press release: Local company featured on the news. Provide quotes from the story. You could have a TV in your lobby and have the clip looped. Add to the piece by filming client interviews - testimonials - so that it's a complete story on you. Get clients' comments on the part that shows the impact on recipients. Add the parts for high redemption rates too.

I hope this helps.

Wayde
 
Posted by: KathySmithFilms* Accepted Answer
3/15/2007 12:02 AM (CST)
Stacey - 1 more thing...

Can we see the URL to the news website?

This is huge and don't take the opportunity you have for granted.

Even if you can't acquire the extra footage, get that video--make a back up copy that you put in a cool dry place--untouched. Go to a replication house and have dvd's made up (worth every penny...). If you need more advise on your package, ask more and we shall be here to help you.
Kathy
 
Posted by: farfromnormal* Member Response
3/15/2007 1:12 AM (CST)
Hi, Stacey!

Congratulations!!!

why dont you send emails to all the clients, friends, telling about the good news - spread the word...!

Good wishes
Palak
 
Posted by: stacey Author Response
3/15/2007 8:16 AM (CST)
thank you for all of your advice. I'll defintely give the station a call for the b-roll.

Here is a link to the story:
http://wcco.com/local/local_story_072200516.html
 
Posted by: peanutpeanut Member Response
3/15/2007 12:27 PM (CST)
i would also send the tape along with a press release to potential new clients, those that have not used your service yet. in the press release i would do a few more testimonials as the story only shows one mother as being enthusiastic. this is a fabulous project you are doing and also hiring those children with special needs is awesome. the question i have is where do you want to take this and how far?
 
Posted by: rpenovich Accepted Answer
3/15/2007 7:14 PM (CST)
Hi Stacey--you've gotten fabulous advice so far--here's another suggestion for maximizing your coverage:

--Send the video link with a short paragraph about your story to the CBS Early Show (WCCO is their affiliate). Find the right producer to email it to and say a few lines (use the headline from the story or other lines from the transcript) about how many new mothers are made every minute (pull a national statistic). Plus is your service planning to go national anytime? This would be a good national tv pitch around Mother's Day.
 
Posted by: Phoenix ONE Accepted Answer
3/15/2007 7:44 PM (CST)
You have been given excellent advice by my colleagues, I would use this as a vehicle to build upon, try for other coverage on other news channels-

Send out a PR release to Local Radio Stations and offer to be interviewed - many radio shows will pick up on this and you will get further coverage.

Run an Ad in the local newspaper as highlight your business as featured on TV WCCO, ect.

Send PR out to local magazines, nationals such as Better Housekeeping, Womens Day, etc....highlight the TV Spot offer a few quotes....many mags may be willing to do an article.

Build off the coverage, FREE Spots are the most precious form of advertising you could ever hope to achieve.

Great Job & Good Luick ~ Bill
 
Posted by: rjohnni Member Response
3/16/2007 4:08 AM (CST)
Now that you have got one TV in your area to cover your offer, see what else could have been done if you had control on the footage.

And contact other TV channels in the area, asking them would they be interested in covering your new offers/specialty of biz that matches with one of their breakfast/AN/phone in programs.

Create a DM with excerpts of the programme and send it to potential clients.

Refer the TV programme and a quote in your corporate communication material.

Send your exisitng customers a thank you note for creating the opportunity, and provide a special reward to comemorate the appeRANCE.

Send prospects the excerpts of the show/quotes and a special offer for the season.

And there amy be a 1000 more...Hope this helps.

CONGRATS. KUDOS
 
Posted by: stacey Author Response
3/16/2007 12:44 PM (CST)
Thank you again for your advice. We would like to take our company to a national level, it'd be great to offer the services to new moms all over the country as well as give the opportunity to more developmentally disabled aduts.

The logistics of going national is another question in and of itself. Is there a forum for that here? :)

I say it everytime I post, but this site has been an invaluable resource for me and I really appreciate you all taking the time to offer your advice.
 
Posted by: retail Member Response
3/16/2007 4:16 PM (CST)
Wow --The station did a great job and it is a wonderful concept. To take it national you should consider using a "Franchise" type approach. Some major corporations may want to participate as well.
 
Posted by: wnelson Accepted Answer
3/16/2007 4:38 PM (CST)
Stacey,

There are a number of people on here who have taken companies national and can provide you the logistics to do that. I would recommend a post in the "Strategy" section of KHE. Beyond that, there are many of us here who would provide you and your company help in doing that. Please feel free to contact me or any of my other fine colleagues off-forum to explore that.

Wayde
 
Posted by: stacey Author Response
3/18/2007 9:17 PM (CST)
Again, thanks to all of you for taking the time to respond and share your advice.

Wayde - That's a great idea, I'll post something in the Strategy section. And I appreciate the offer to be contacted off-line and will keep that in mind.

Sincerely,

Stacey
 


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