The end of the year can be stressful. Budgets may be small, but expectations for holiday media planning are big. From our experience, many choose budget friendly options like an Integrated Taped Tour.
An Integrated Taped Tour showcases your client and your client alone — at a fraction of the cost of a traditional Satellite Media Tour.
Here are six tips to make your holiday integrated tape tour a huge success.
Be the early bird. Conduct your media tour as far in advance as possible to make sure coverage hits when you need it to. In general, plan to go at least two weeks prior to your ideal coverage window. This will give the media time to complete their segments and schedule them to air or post. Also remember, holiday themed (e.g. Christmas, Valentine’s Day, Mother’s/Father’s Day, etc.) tours are plentiful – getting out early will help you rise above the rest and grab a coveted media spot.
Own it. Look for tours that allow you to ‘own’ the media segments. If you represent canned vegetables, do you really want them next to acne cream on set? No. You want all the glory on those canned, nutritious and versatile veggies that are going to make consumers' lives easier. Build the tour around YOUR client’s messages and flesh out the segment with tips or hacks. Another way to maximize your tour is to include items from your client’s family of products. For example, you rep canned vegetables, but your client has a cracker brand and a dessert offering too. Include them! Your client will be impressed that you went above and beyond to include more from the ‘family.’ (Or if your agency represents another product that would be a perfect companion, include that and let the account teams split the cost.) Look for ways to use those media tours dollars effectively!
Seek meaningful gifts. In addition to the segments on the media tour, look for high-quality, value-added elements like national TV shows or audio news releases to increase your client’s exposure beyond traditional media interviews.
See Past the Sale Signs. Value is always appreciated, but cheaper isn’t necessarily the best way to go. If you see a vendor offering 80+ million impressions for 12,000 impressions, chances are those 80 million impressions aren’t going to make a huge impact on your client’s goals. Look beyond the ‘sale’ price and look into the quality behind the offering. It may be worth spending a bit more to feel confident you are getting the best possible media outcome.
Take advantage of social amplification. Strategic social media targeting can be your secret weapon. Ask your vendor about ways to use editorial content on social platforms to drill down into target geographical areas, age ranges and consumer interests. Ask for detailed analytics so you can see who watched the video. The more real data you can provide your client, the smarter you look!
Relax. Look for a media partner that will shoulder the responsibility with you. PR can be risky, but you should have a partner as committed to success as you are (you don’t want to be left holding a bag of coal at the end of the project). You can take a deep breath and enjoy, or at least get through the holiday craziness.
We would love to be part of your holiday campaigns. From national TV placements to Satellite Media Tours to Customized Media Days, KEF Media has the tactics that will deliver the results you need.
If you let us know your goals, budget, and timing, we will present you with holiday campaign recommendations.