research for ink 2011
DESCRIPTION
TRANSCRIPT
How to Use Research to Generate Terrific Media Coverage
ADM Marketing & Research Consulting
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What is “Research for Ink?”
A study conducted in order to generate
information that will be used for publicity, or “ink”
Trade publications
General business or
consumer publications
Online media
Broadcast media
Internal publications
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Why conduct this research?
Generate or increase awareness
Company
Brand
New product
Activity
Counteract bad publicity or negative
perceptions
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More Reasons
Support positioning strategy by associating the company or brand with new knowledge
positive activities/behaviors
a well-known company or non-profit organization
Introduce company/brand to new market segment
Reporters/editors love “news,” especially in trade or industry publications
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Getting Started
Set goals/objectives
Determine the target
Consumers
Trade
Business-to-business
List desired media
Vertical publications
General business or consumer
Print, broadcast, electronic
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Next Steps
Confirm that your story is newsworthy
Decide how you would like the headlines to read
Design questions that can lead to the desired headlines (no guarantees!)
If possible, get a co-sponsor or independent authority
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Conduct the Research
Telephone survey
Probability sample
Omnibus
Domestic only or global
Online survey
Appropriate audience?
Omnibus
Domestic only or global
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Dealing With the Media
Prepare to defend your research
Be open about the methodology
Qualitative research is of limited use
Prepare a report
Does not need to contain every detail
Hold press conference or event to unveil
findings
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Additional benefits
Research for Ink can have many legs
Send tear sheets of articles to different stakeholders
Create an event around the release of findings to
increase their impact
Have the company’s expert appear on news and talk
shows
Use the results to create seminars (or webinars or
blogs) with customers/clients, investors or end-user
groups
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Traps
Make sure the survey is done properly
Make sure you are creating “news”
Don’t overstate or misstate your case
Make sure your co-sponsor or expert consultant is legitimate and credible
Don’t allow the articles or press releases to be self-serving
Case Study
and
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Objectives
To show how small industrial companies use
search engines to buy products and services
they need
To promote the use of Search Engine Marketing
(SEM) through ThomasNet and Google
To generate publicity for both companies and
position them as resources for small industrial
companies
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Methodology
Online survey of target audience
590 Internet buyers
331 Internet sellers
About two-thirds of the respondents came from ThomasNet subscribers; the rest were from purchased lists
Extensive questionnaire which asked all about purchasing and marketing online
Budget: $52,000
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Results
Press release published in general and trade
magazines and newspapers (print) and online Placements appeared for a full year
Findings used to create a seminar on how to
market effectively online, given to small
businesses in several cities
Findings also used for ThomasNet newsletter
and a white paper for customers and sales reps
Case Study
and the Home Safety Council
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Objectives
To raise awareness of potential safety
hazards in garages
To call attention to the safety benefits of
having an organized garage
To allow GarageTek® to develop the
platform that organization enhances safety
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Methodology
Omnibus telephone survey of 502 homeowners
nationwide
Random probability sample
7 questions
Partnered with the Home Safety Council
Analysis segmented the sample by region, age,
and other demographics
Budget: $5,800
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Results
Findings showed a relative lack of concern
about potential dangers in one’s garage (about
29% were concerned), giving the client an
opportunity to educate the public
Press release yielded 45 million impressions
Video featured on CBS Early Show
Results continue to be used in client’s
communications
Additional Case
Studies
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Highlight Unmet Health Needs
Situation:
Maker of prescription lenses wanted to extend
the brand by drawing attention to pediatric
eye care
Solution:
Survey of parents showed children’s eye care
is underserved
Supportive statement by expert positioned
client as concerned
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Product Introduction
Situation:
Data storage device manufacturer was
introducing a new product line
Solution:
Quantify a problem in client/server
environments which the new product
addresses
Press conferences and coverage in six
countries
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Upgrade the Brand Image of an
Old Product
Situation:
A 100-year-old food industry directory wanted to be
viewed as a cutting edge resource
Solution:
A survey of the marketplace, conducted at a trade
show, to determine new trends in foodservice
Press conference at end of trade show highlighted the
profile; media coverage increased visability and
upgraded the company’s image
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Provide a Halo for a Healthcare
Company
Situation:
Reinforce brand positioning of a biotech
company as caring about patients
Solution:
Survey of breast cancer patients regarding
impact on the job
Co-sponsored by Working Woman magazine
Survey received ancillary coverage
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Highlight a Common Health
Problem
Situation:
Promote the brand by highlighting leg health
problems for an herbal supplement manufacturer
Solution:
Consumer survey to determine behavior and
attitudes toward crossing legs, which is bad for leg
health
In conjunction with “Great American Cross-out”
campaign
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Change a Negative Brand
Image
Situation:
Trade organization for international auto
manufacturers responding to negative
imagery of their members
Solution:
Consumer study showed significant
ownership of foreign brands and positive
attitudes toward them
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Increase Brand Awareness
Situation:
Position PR Agency as being “on top of”
trends
Solution:
An in-house omnibus study of current issues
in several categories
Press releases written for each section and
placed in both vertical and marketing
publications