Here is a perfect example of how traditional marketing and online marketing can work very well together, if used correctly.
Two years ago I had a bright idea for a ‘Media Release’ for our retail footwear store Walk Right Footwear. The idea itself is not important for you to appreciate this article.
I contacted the local newspaper, ran my idea past them, and they agreed it was a newsworthy story, and this is an important thing to remember if you want free media coverage, it must be newsworthy and not obvious self-promotion.
The following day we were met by a Photographer and a Journalist. Most newspapers will send a photographer so they can get an up to date photograph, unlike an editorial where you can often provide your own.
Request a Tear Sheet
The article came out two days later in the business section of the newspaper, and we immediately received feedback from existing and new customers about the story, which we expected. I then rang my contact at the newspaper and asked for an electronic copy of the article (tear-sheet), which they promptly emailed to me.
I took the electronic copy of this article and posted it on Google+, Twitter, Pinterest, and of course Facebook. I did this on both our personal and business pages. In the photo above, you’ll notice my wife Christine is holding a particular shoe. The manufacturers of this shoe, LIKED the post they saw on Facebook, and then SHARED it with their 34,000 plus followers. “That’s a lot of followers”.
Surprise Call From Melbourne
The following day, we received a surprise telephone call from a lady in Melbourne, wanting to buy the exact shoe that my wife was holding in the photograph. She said that she had been looking for that shoe and could not find it anywhere in Melbourne. She paid immediately with her credit card over the phone and the shoes were shipped to her that same day.
Here’s the important point of this article
This all took place in one week, and it’s a perfect example of how you can use traditional, some would say out-of-date boring advertising, and make it so much more.
No longer does a media release, an editorial or a advertisement in the newspaper have to die after one day. Now with social media, and other online tools, you can breath life into your traditional advertising and keep it alive, long after the printed version has hit the rubbish bin.
If you want to read more about Media Releases and Editorials, please read Chapter 25: MARKETING PILLAR FOUR – External Marketing of my book, It’s No Secret…There’s Money In Podiatry.