The power of media & how to reach unknown markets

Regular and targeted  media exposure is highly valuable.   Visibility, credibility and awareness are key outcomes of both the individual and topics at hand.   Small to large businesses and self employed consultants should never underestimate the  power of solid media exposure.

Raising market visibility and trust by virtue of exposure in top media (niche, B2B or mainstream) leads to enquiries and reaching unknown markets.  It is a foundation for which strengthens brands and market alliances.

Gaining strong media exposure requires dedication, strategy and consistency. It isn’t as easy as clicking your fingers but if you have a great message delivered well the chances are high for uptake.

Over the last few years I have built a very solid portfolio which has resulted in enquiries, brand awareness and further media.   I use both mainstream and niche target specific media’s and align to their audiences.  

I run a business for my career, LinkedIn and branding services so media is an important part of my marketing and PR strategy for visibility, change and influence.  I also help a few select business clients get media exposure also and plan their pitches.

KNOWN & UNKNOWN MARKET –  BEFORE GOOGLE

I’ve been in and around media my whole working life from the early 80’s and a few strategic marketing and PR things haven’t changed in all those years. 

The digital revolution and media platforms have transformed how we deliver and consume media and information but there are some core tenets that hold firm.

Back in the 80s and my Yellow Pages decade there, we were trained in the concept of Known & Unknown markets. Essentially Yellow Pages is like the current Google search machine in parts. 

People search on Google for specific issues and questions based on their current needs.

Before Google, Yellow Pages was that kind of search resource. 

People didn’t open the book unless they had an itch to scratch, a problem to solve or were sourcing new suppliers.

Classifications to easily find what users were looking for were the glue that kept value in market.  We think of that now as the power of SEO and keywords.

 

We can refer to Yellow pages as the  known market essentially. People knew they had a problem to solve and didn’t necessarily know who or where to find the solution or supplier. 

There were also a tranche of users who did know who and what they were looking for and hence looking for more information and contact details.

But it was interesting in that latter situation, that often choices were often swayed based on the strength of advertising etc. But that is for another deeper article.

Then there was traditional media – TV, radio, press, magazines, outdoor, direct mail. These essentially targeted the unknown markets. 

What that meant is that decisions or causation of problems hadn’t been identified or arisen. And it was about influencing purchases and persuasion. Again worthy of a whole new article. But you get the drift.

LESSON FROM AN MBA & INFLIGHT MEDIA CAMPAIGN

In 1997 I was the APAC Marketing Manager of a distance MBA program of Scotland’s Heriot Watt University.  At the time (as now) MBA education was the golden goose of a wide range of careers and executive leadership trajectories. 

There was a plethora of higher education and MBA features in all of the major media mastheads. 

Hey it was big business and every MBA, distance or not in Australia used those features alongside events to build momentum. It was and still is a very competitive business. 

You have people who have decided to pursue an MBA and then choosing which program and university to enrol. 

Then there are people who are sitting on the fence unsure of the benefits of an MBA in general post under graduate qualifications.

When I took over the role the previous marketing manager had continued down that path of advertising and writing articles for the education features. 

In other words everyone was following everyone else and targeting those who were fairly on board to choose an MBA.

But it didn’t reach and influence people who were not aware of the benefits and value.

How could I reach the huge market who were not yet committed? I had done my research and knew that the vast majority of ideal new MBA candidates were frequent flyers in their roles.

It was clear that targeting advertising and information in Inflight magazines was the right platform to reach and convert new enrolments.   

And by gee it sure did fly  (had to add that pun 😀)

 I recall we had editorial and articles alongside the advertising campaign.  

 

 

The number of new enquiries as a result of not just the placement but the headline I used in marketing hit the mark to excite and inspire:   

‘ The future belongs to those who plan for it ‘

There was a deluge of new enquiries clearly translated into significant new enrolments. It was talking to the unknown & unconverted market when they were not expecting to see information. 

My advertisements were aspirational and non cliché to build curiosity and desire.  BINGO.

PREACHING TO THE CONVERTED

Fast forward to now across LinkedIn, social media, Google in the digital age. The media channels have exploded with a plethora of choices where to advertise, publish and be seen.

But there can be an issue of echo chamber pools of the same audience and eyeballs. I call this preaching to the converted.  

We see it all the time here on LinkedIn. There are 100s of LinkedIn training services who are all writing the same type of stuff to the same audiences and networks.

Don’t get me wrong that’s great and valuable, BUT doesn’t spread the information and message to new unknown and unconverted markets

There is also so much competition and visibility for so many different business sectors on LinkedIn that few will stand out with unique perspectives and reach new audiences.

And this is why I write so much about LinkedIn across numerous media’s (and other topics that have mass audience and market appeal and need). 

This week I had a solid media week with opinion pieces and interviews on careers.

But I was particularly chuffed that I was published in one of Australia’s biggest media networks News Corporation in their daily newspapers.

My aim was to reach the UNCONVERTED and to inspire the hesitant and new markets. 

Read the full  article printed Australia wide here: 

I have received a lot of feedback and emails since from people who admitted that their LinkedIn motivation had been piqued by my article. Job seekers who were unsure  felt more inspired to jump in.  This is the essence of communicating messages and reaching

ARE YOU MEDIA HESITANT?

Ok time for some tough love.  A lot of business owners and CEOs and leaders are hesitant because of a range of fears and frankly self obsession with  perfectionism or other roadblocks.

BUT, if you have valuable and important work, perspectives and solutions that benefit others, then isn’t it your  moral duty to share that in appropriate media channels.

Isn’t it a bit selfish to keep your wisdom and value to yourself?   Thinking of self vs others keeps your brand, business and solutions small.    You are in business or leadership for a reason that benefits others.

EVERYONE BENEFITS – CATEGORY EXPOSURE

One thing about mainstream, social and traditional media is that EVERYONE benefits from exposure of a given topic, issue, product or service.

For example, each time a family or estate lawyer appears in media all similar lawyers gain a heightened industry profile – it’s called category exposure

And every time we see a soft drink or biscuit commercial or article, the whole drink and biscuit sector benefits.

Sure the advertised manufacturer gets a big uptake, but it draws a spotlight onto category awareness also.

I encourage other businesses to rethink their media and marketing to embrace non echo chambers and new exposure opportunities.  

The future belongs also to the brave and those who plan for it.

 

 

USEFUL TIPS & LINKS FOR MEDIA & PR

How to write a  media pitch

What Is ‘Evergreen Content’ And Why Is It So Important?

Difference Opinion Pieces & Press Releases 

 

If you are wanting to ramp up your own media portfolio and brand messaging exposure do reach out to see if I can help you.  Or I can refer you onto the right agency or service.

Branding, Media & Communications services here

Check my full media portfolio here

 

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