Maximizing Your Budget with Media Tours
How the Right Mix of Talent, Story & Location Will Make Your Message Soar – without Breaking the Bank
It's no secret that investing in talent and location for a major media campaign and satellite media tour can often deliver big impression numbers. But maximizing impressions for your message may come at a steep price. This guide will take you through talent, story and location considerations to help you make smart choices for your media tour – and offer ideas on when spending more might be the best choice for making your satellite media tour successful.
The Right Talent, Story & Location Will Make Your Tour Succeed – without Busting Your Budget
It’s no secret that investing resources on talent and location to support a large media campaign and satellite media tour (SMT) can often equal to huge impressions. An A-list celebrity live on-site from a football stadium? No brainer. A nationally recognized automotive expert live from the floor of the Detroit auto show as part of a two camera production with a jib camera? Slam dunk. Nationally syndicated guaranteed placements, or 30-second segments that air interstitially between programs, can also yield millions of impressions. Tack on one (or more!) strategic placement option to a media tour from a remote location with an A-list celebrity and you can end up spending thousands to yield millions. Easy, right? Not so fast.
There are caveats you should consider to maximize impressions without exploding your budget. You don’t always need a major celebrity coming from a pricey, remote location – but sometimes spending more might be the key to making your tour more successful.
How to Maximize Impressions without Blowing Out Your Budget
Considering many factors, including story angle, location and technical requirements, is critical to optimizing your program for reach while not overspending.
The Message Itself Is Credible: A non-profit authority on education provides test taking and registration tips for new achievement tests, or a third party automotive authority provides news on the latest cars on the market and drills it down to the best ones for families – these trustworthy sources and messages resonate with viewers and listeners.
- Story Is Topical & Local to Each Market: It’s crucial to make the story applicable to national media while attracting local markets. Best places to live from a real estate company, local car recalls per state or market, or specific cities where a disease or condition is prevalent; this strategy makes these stories relevant to local markets who may otherwise lose interest.
- Be Studio Savvy: If a remote isn’t worth the expense, consider creative in-studio ideas. If it’s a fashion story you can dress mannequins to showcase the latest looks. Cooking segments can be done from a kitchen set. Trying to get the look of Santa’s workshop without being at the North Pole? Use a green screen or buy an inexpensive backdrop to get the look and feel you are going after.
- Go High Tech: You may have saved on the industry expert, so set aside some budget to splurge on extra equipment. Extra lighting or a jib camera that can reveal sweeping views from above works well at theme parks and auto shows.
How to Choose the Talent or Spokesperson that Works Best for Your Brand
Here are key tips on choosing talent to represent your brand, campaign or product for a media tour.
Identify a spokesperson whose professional background conveys expertise. An executive from a non-profit financial agency providing filing tips during tax season, or a magazine editor providing ranking information for the top 20 best cities for riding your bicycle are no (or low) cost solutions that are high in credibility.
Are they a celebrity? If so, fame may bring additional commitments that could affect your strategy. For example, are they limiting the markets they will allow your media strategist to book? Are they only available during a limited time frame or booking window? Do they have a network affiliation we should be aware of? If the answer is yes to any of these, you may want to rethink using this particular celebrity.
Thinking of using a personal finance expert to discuss a credit card program or a chef to discuss a new food product or another relevant industry expert? If so, you will need to assess their “bookability” by finding out if they have they appeared on national media or are called upon by mainstream publications, shows, blogs, and websites as experts in their field. Good media credentials and social media influence can be as important as great knowledge.
Regardless of how much star power your celebrity or industry expert has, if they do too many media tours within a short amount of time, their celebrity status loses value. Morning show producers will hesitate to interview them if they are too oversaturated. One of the first questions to ask: “When is the last time you did an SMT?”
Whether you’re considering a celebrity, industry expert or corporate spokesperson, you also need to consider camera appeal. They may have star power but if they can’t speak in soundbites, look comfortable in front of a camera and maintain an easy rapport with anchors for a three minute segment, you may want to move on. Having a celebrity does not mean you will always be able to get your message across, so make sure you check out a clip before signing them on.
How Do You Know When Extra Investment Is Worth It?
There are many occasions when the potential ROI offers incentive to increase your budget. A variety of tactics can be employed to broaden your outreach while using a multi-faceted approach to coverage.
- Strategic Media Placement: This is a great tactic when you want to target very specific markets and regions. If you have a brand that only exists in the Northeast, this is a perfect way to saturate that region.
- Audio News Release: Adding an audio news release (ANR) to a media tour helps to increase brand exposure and impressions at a minimum spend. It also allows you to maintain more control of the message.
- Talent: If you are looking for large impressions in big markets, talent is worth the additional spend.
- Location: If the remote location – a beach, convention center, or museum – actually helps to tell your story and convey your message, it is worth the investment.
- Extra Equipment: If adding a jib camera or green screen helps to convey compelling visuals, and a remote location is not realistic, renting extra equipment is worth considering.
- Bilingual: If you are targeting a multicultural audience, adding budget to hire a bilingual talent and pitch Hispanic stations can be a reasonable addition.
The Keys to Your Media Tour Budget
Bottom line, to maximize your budget, remember four critical aspects for your media tour: identify the best spokesperson, choose the right tactics, deliver a credible message, and keep the story topical and relevant to local markets.
ABOUT THE EXPERT: RISA CHUANG
Risa Chuang is the Director of Media Relations at MultiVu, a Cision company. In her role, she manages the execution of broadcast solutions and media strategies for clients in the healthcare, consumer, technology, nonprofit and automotive space. During her eight-year tenure at MultiVu, she has successfully managed hundreds of media tours and has effectively directed a multitude of high profile media strategies. Prior to working at MultiVu, Risa spent seven years at MediaLink working as an on-site live events producer and a media relations manager. She started her career working at Worldwide Television News (WTN), ABC’s international news bureau, obtaining facilities for domestic and foreign broadcasters covering news events around the globe. Risa also has a Teaching English as a Foreign Language (TEFL) degree and taught business English in Portugal and Poland. She later followed up with a brief stint teaching English and ESL at an inner city high school. She is also an active volunteer at the Juvenile Diabetes Research Foundation (JDRF) in New York City. Risa has a B.S. in Communications from Ithaca College, and an M.A in International Education from New York University.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.