Media Introduction Event: Difference between revisions
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A '''media introduction event'''is a <ref>business match-making service</ref> that put <ref>consumer packaged goods</ref> companies in direct contact with reporters from magazines, newspapers, blogs, TV and radio shows. Produced in a <ref>trade show</ref> format, media introduction events are designed to showcase products to reporters at the time of the year they specifically need content for their "annual issues" and "roundup stories." This form of <ref>public relations</ref> marketing methodology was created as a <ref>cost effective alternative</ref> to hiring a PR firm which traditionally charge a monthly retainer with a contractual obligation for a period of time. Media introduction events are an addition to what a company might choose for their “marketing mix.” The fact that this unique marketing method provides direct access to influential reporters is a substantial opportunity because editorial content suggestions are traditionally only “pitched” to reporters by publicists with whom they have established relationships. Media introduction events are beneficial to reporters who each year produce annual “roundup stories” themed to match their news cycle. For example: |
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January, <ref>New Year's Resolutions</ref> |
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February, <ref>Valentine's Day gift guides</ref> |
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April, <ref>Earth Day</ref> |
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May, Bikini prep season, weight loss |
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June, <ref>Weddings</ref> |
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July, Summer |
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September, <ref>Back to school</ref> |
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October, Pink product that create awareness for Breast Cancer Awareness Month |
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December, <ref>Holiday gift guides</ref> |
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==Relevance== |
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The <ref>public relations</ref> function is part of the marketing process. Marketing is anything that a company does to get their product off the inventory shelf (or proverbial shelf if it is a virtual or e-product) into the hands of a customer who not only wants it, but will pay for it (sales, promotions, sampling, trade shows, networking, advertising, social networking, guerrilla marketing, direct response, blogging, pay per click, search engine optimization, public relations, event production, lobbying. Public relations has many aspects to it, but it's central function is to tell a story through the voice of the press, which could include magazines, newspapers, TV or radio shows or anything online from a blog to a portal. This provides a “third party endorsement” from the objective opinion of a reporter. The most influential marketing methodology is called "word of mouth," a recommendation about something that comes from a credible and known source, such as a friend, family member, expert, VIP or celebrity. Public relations is thought to be the #2 most effective marketing methodology. |
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Publicity is often termed “free advertising,” In a sense this is true, because advertising is a paid placement and publicity is a story written by a reporter’s own free will based on their observations and opinion. <ref>Al and Laura Ries</ref>, author of <ref>''The Fall of Advertising and the Rise of PR''</ref> described the difference as “PR is an island of objectivity in a sea of advertising prejudice.” All media (TV, radio, magazines, newspapers and some online) is constructed of two parts: 1. advertising and 2. editorial. Advertising appeals to the watcher/reader of the content. The editorial appeals to the potential consumer of the advertising. When television was making it’s debut in the 1940’s and 50’s, a company called Proctor & Gamble created the modern day<ref>'''soap opera''</ref> as a content vehicle that appealed to housewives who were fascinated by their dramatic content while selling their soaps, diapers and toothpastes in the ads that book ended the TV show. |
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==Significance== |
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With the advent of the media introduction event, the public relations industry has “opened its kimono” to make direct access to reporters available through the contacts and relationships publicists have long toiled to establish. The art of persuading a journalist to report about a product (or any other subject) has long been a highly guarded relationship. In order to gain access to a number of reporters, a company would have to engage a publicist or PR agency for a retainer fee to pitch on their behalf. Despite the fact a company may hire a publicist, the PR’s contacts traditionally still remain proprietary. High competition amongst publicists is very typical and as such these relationships are so highly coveted that most publicists will not share their contacts even with one another. Media introduction events open direct access to highly vetted groups of reporters from the little black books of publicists. |
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==History== |
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The format of media introduction events were an outgrowth of <ref>''gifting suites''</ref> or "celebrity gifting suites" where celebrity publicists had created trade show-styled meetings between product companies and celebrities during "awards" season, otherwise, known as entertainment industry recognitions such as The Oscars, Grammy’s and Emmys. Media introduction events provide companies with introductions to reporters as opposed to celebrities. |
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Another inspiration for media introduction events is a similar format of known as "private tabletop salon" usually hosted by a specific company to showcase their new products to the press. Consumer product companies may rent a condominium in NYC, for example, and showcase all their newest products to reporters they invite to see the products. |
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Media introduction events have also been an outgrowth of the entertainment publicity industry’s <ref>''press junket''</ref>event system. This is an event held for the opening of individual movies and TV shows where entertainment publicists showcase the celebrity cast of a movie/TV show and invite multiple members of the press to attend to obtain interviews for reportage prior to the release of a film or TV show. |
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All of these formats are intended to provide a service to the members of the press, by making their news collection job easier and a one stop shop. |
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==Trends and influencers== |
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A small, but growing industry, media introduction events are produced by a select few companies in the U.S. which include the <ref>FoodFete’s</ref> gastronomically specific “intimate press events,” <ref>Consumer Product Events</ref> who offer “speed dating for products and press,” events year round, <ref>New Product Event’s</ref> “speed pitching” experiences and <ref>Propel Media Event’s</ref> “tabletop exhibitions.” Two companies, <ref>PepCom</ref> and <ref>ShowStoppers</ref>, who grew their media introduction events at a trade show, <ref>Consumer Electronics Show</ref>, offer tech products specifically for press who attend the Las Vegas-based trade show. |
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Though all these influencers in the media introduction industry offer a similar service, many are small publicity firms throughout the United States and some are specific consumer packaged goods launch specialists. One of them, Consumer Product Events, was created by the author of the PR Handbook for Entrepreneurs, Alyson Dutch, known specifically for her work with start up <ref>product launches</ref> and product extension launches for Fortune 500 brands. |
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==References== |
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{{reflist}} |
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Latest revision as of 06:06, 9 August 2012
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