Shared Media Day
This new tactic was developed to fill a huge void that exists between a brand’s desire to focus only on their product and their budget.
The SMD fills that void with an affordable option.
It’s no secret that the quality of traditional Co-Op tours has declined, with multiple products making segments commercial, fighting for very little airtime and sharing that brief three or four-minute-long spotlight with others. The only upside and appeal of a Co-Op is the cost savings AND the pre-arranged talent.
Think of an SMD as a stand-alone mini Satellite Media Tour with a Co-Op budget. Partnering brands share the date, production resources and sometimes the spokesperson, but never the segments, which gives your brand a completely individualized media tour with 15-20+ media placements.
1.) Your Brand Receives Spotlight
When it comes to good media attention, no one wants to share the spotlight or have their messaging twisted to match that of another brand. With the Shared Media Day, you’ll no longer receive a report littered with highlights of your brand receiving only a sporadic mention lasting just a few short seconds. Instead of the spokesperson working to weave the messaging of several brands together and trying to remember multiple brand names, he or she will focus only on your brand or product to effectively convey the messages that are important to you…resulting in a quality interview that lacks the commercial feel of a Co-Op.
2.) Budget Friendly
“Champagne taste on a beer budget” is real and it happens in the world of PR every day. Your clients come to you with ideas of grandeur and look to you to secure media results with limited resources. Or they love your ideas on a media plan, but only give you half of the budget you need to accomplish it. If this sounds familiar, don’t worry – you’re not alone! At a reduced rate from a standalone SMT, utilizing a SMD can save literally thousands of dollars by sharing the cost of a studio, production staff, technical services and sometimes even talent! It provides you and your client with the individualized experience you want on a budget you can afford.
3.) Time & Talent Restrictions Eliminated
How many times have you been presented with the task of securing media coverage with only an internal spokesperson or a very limited amount of spokesperson availability? We know the feeling.
With a Shared Media Day, time, talent choice, and even location, is on your side. With just a few short production hours, we can create a customized schedule that works for you, your client and your talent! Gone are the days of spending 6 hours at 5 am for just a few interviews that barely reflect your messaging. If your talent isn’t an early riser, that’s no problem! Because the Shared Media Day is composed of taped interviews and doesn’t require satellite time, we can generally schedule it mid-morning or mid-afternoon at a time of day that works for you.