How are agencies able to get someone “featured” on sites like business insider and yahoo business?
So I just had a marketer solicit me that for X dollars he can get me featured on all sorts of different large sites, which I can then in turn flip for social proof in my marketing.
More of the question:
So I just had a marketer solicit me that for X dollars he can get me featured on all sorts of different large sites, which I can then in turn flip for social proof in my marketing. I’m actually familiar with this tactic with startups who pay marketing companies to blast their crappy product all over the place so they can have a long list of “featured on....”
I always just assumed it was a paid program where you pay someone like Business Insider 1k and they’ll host whatever fucking article you want, so you can turn around and use it as social proof.
But upon doing research, I can’t find a single thread of discussion on how this niche marketing technique is done. The only discussions are about how to do it the “legit” way of convincing a reporter to cover you, rather than the other advertising way. Anyone familiar?
It's all about who you know and your ability to hire someone who knows the media representatives.
Reporters need stories almost as much as you need exposure. There are people (PR Agents) who make it their business to ingratiate themselves to reporters and publications via many different avenues.
While it's not a direct pay for play relationship, there is an entertainment aspect to it.
For example, at a previous company I coordinated a big product launch with multiple PR agencies. We hired one agency who specialized in Tech and one who specialized in Lifestyle. They helped craft the story of our product and arranged:
Participation at an exclusive table top media only event in NYC and SF on a fancy hotel rooftop with 10 other companies. There was plenty of nice food and drinks and about 100 reporters & bloggers showed up. The "premier" media people were hand led to our table by a PR expert who knew the reporters from Forbes, Yahoo, CNet, Good Housekeeping, etc. The rest circulated around for a few hours, asking questions about products, taking photos, etc.
Individual meetings between our CEO and premier media at an exclusive one on one event. Half hour meetings all day, about 15-20 publications.
Larger tabletop events before big trade shows like CES, where only press and manufacturers are allowed, ~100 manufacturers each with a table and probably 500 reporters and a ton of gourmet food and drinks.
Representation at Trade Shows, our PR rep would make appointments with major publications through existing relationships and hand walk them to our booth, cutting through the clutter and getting the media the attention of the right individual (me) who got them directly to the CEO/CTO for an interview.
All told, we probably spent around $250k between all the event fees, agency fees, travel, etc.
It is worth it? As part of a larger marketing and communication strategy, hell yes. In a vacuum, probably not.
Essentially, hire someone who has made a reputation for not wasting the media's time, providing solid stories, and throwing a good party and the major media players will always take their call.
This isn't niche marketing, this is like....this is pretty standard. In fact, you can pay a PR agency with a specialty in your niche who has all of the relationships established to just take care of this for you so that you can bypass paying $1000 per article and just pay the agency themselves $4000 a month to get you a write up on as many outlets as possible.
This is just how its done. I'm honestly a little floored that you haven't been exposed to this before. Maybe this is my age showing, but PR is usually treated as an extension of marketing. For example, when I launch a new product, I will run a full influencer/social media PPC campaign and e-mail marketing campaign, but I'll have the PR agency or in-house PR professional reach out to several publications in order to announce the launch before it officially drops so that there's a knowledge/social proofing of the product at the same time as the launch.
We often pay for articles for clients, using plugs we have in different websites, but it's not that easy. You still need a reputation before the likes of Forbes, Entrepreneur, or even Inc will feature you. (Normally 3-4 lower level articles)
It'll still set you back a pretty dollar, a lot more than $1000.
Question asked by
July 8, 2020, 8:22:17 PM
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Startup Lingos To The Point
How to turn an interest into a money maker. How to attract people, how to stimulate people to pay, how to make profit, how to make relations, how to keep relations.
How much do I have to give my audience so they can pay me something in return? What do they value? what problem do they search for answers on your own? I want to solve that problem.
Brand means name recognition. A lot of people knows what your company does and what you stand for. Brand is result of long campaign of consistent value provision and media cultivation. Brand helps a company reduce marketing cost.
Whether there are buyer willing to pay or not. For that to happen you must provide extreme value. The entire startup process would be based on guess before the validation. Validation happens in a market, not on the street.
Value is what you give customers beyond the price you charge. Value is effective solution to a problem. The price your customer pays reflects whether the problem is big for them and whether your solution is uniquely effective. Value stems from quality and detailed work.
Marketing means bring your product to the market and bring your message to your customer. Marketing is not salesmanship. Marketing is to penetrate the world of commerce through many barriers and existing networks.
Minimally viable business, or MVC, minimally viable company. A company that scrapes by, full of guess and hope and no traction and sales. When you give your customers things for free they all take it. But they never pay and you can never rent a table at the market.
Minimal viable product. A full artifact of a real product. Something that works ALL THE TIME. You can demonstrate the real effect on real people - not to sell hope. The MVP may not have certain non-essential bells and whistles, but it needs to have appeal value.
Customer is king
A business lives at the mercy of its customers. You provide your customers 10 dollars worth of value and they pay you 1 dollar, not knowing that your company only costs 99 cents to provide the item. The value is not the item - the value is what is attached to the item.
Company culture is based on a company making money. Once your workers are paid, they need to have a mission and aspiration so they are not bored everyday and make trouble in the work place.
A company valuation is cash investment divided by the percentage. As long as your story is good, the valuation will keep coming, and the investors will keeping falling into the line.
Return on investment
Investors are either behind family fortune (never work with them) or for rich clients as investment vehicle. Both need returns 2-3 times better than stock market darlings.
Having found what people want, not just what people may need. Your offering and their acceptance is sure, no longer a guess. You can provide it for profit, and you can indeed making living on it. Traction is sometimes called validation. You are no longer a theater. You have touched nature, and found cash vein.