Online Media Buying | Unskippable - Marketing Keynote Speaker - Jim Kukral

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How To Manipulate The Media & Get Free Publicity With Creative Marketing Ideas

Got 10 bucks, an hour of time and a creative idea? Because that’s all it really takes to get all the media publicity and exposure you or your business could ask for, all for almost free.

Don’t believe it? I can prove it. This is a story about how I did it, why I did it and the results I got from it. You can do it too. What, you don’t like free publicity for little work? I know you do, read on.

The Setup

I live in Cleveland, Ohio, and I’m a die-hard Cleveland Browns football fan. If you don’t follow football, the team has not been good for close to 10 years with losing season after losing season… the fans stay true, yet at the same time, they get very disgruntled come the end of the season. The Browns had one final home game left in December 2006, on Christmas eve, a horrible day to leave your family to go watch a losing football team in the snow and cold.

The Opportunity

This is key in your strategy to get publicity and attention. You have to focus on what is a “story” to a news person. You have to have the awareness to understand how a news person or show producer thinks. They’re thinking, “What stories are available that are topical and timely and most importantly, interesting?”

Those are the stories they want to cover. So your opportunity is to create a story. You need to figure out an angle about something that gives that reporter a story, and then present it to them in a manner which makes it attractive. It’s not that hard, read on.

What I Did To Exploit That Opportunity

So I asked myself, “what does a reporter want right now?” The Browns are always a huge story here in Cleveland, so I decided that I’d concentrate on them and their final game in 6-days. All I needed was an angle.

The idea came quickly. I’d call for a boycott of the Browns game on Christmas eve. But wait, that’s not good enough. That’s been done before, and a reporter isn’t going to bite on a story that simple unless there’s a hook, or a unique angle to it.

Aha! I thought of a unique, cheap and effective angle. Something that could be done in an afternoon or less.

Here’s Exactly What I Did

1. I registered a domain name called www.fanprotest.com. It cost me $10 at Godaddy.

2. I built a one-page website on the domain and wrote a few paragraphs about how I was calling for a protest of the game on Christmas eve.

3. I recorded a short, unedited, simple computer webcam video at my computer in one take where I wore my Browns jersey and called for the boycott. Here’s the video.

4. I uploaded the video to Google and YouTube (free) and added the video to show on my webpage.

5. I looked up all the local television news stations in town and found their contact emails for stories, and sent off a simple email with a short summary of what I did and a link to my page to view the video.

That’s It. It Took Me About An Hour And A Half Total

I sent the emails off at about 3:30 on a Tuesday afternoon, and I went back to my regular working day. At 6pm I got in the car to drive home, and at home I was chatting with my wife and playing with my kids when the phone rings, my wife picks up, she looks confused.

She says, “Scott from Channel 3 news is calling and wants to talk to you about some fan protest story?” I hadn’t even told my wife what I did yet, hence the confusion in her eyes.

The Results

The reporter asked to come to my house to film a story about me and my website and idea. I said “when”, and he said, “now”. So less than an hour later, and less than 4-hours after I sent the email, I had a television news crew and reporter in my kitchen filming me for a story. That story then ran that very same night, about 4 hours later, on the 11 o’clock newscast.

You can view the actual story here on the Channel 3 website in video form.

Summary

Why did I do this? To see if I could. Could this be done by anyone? Yes. What did I get out of it? Well, I get to tell you about it here, and I get to prove a point that it’s not that hard to do.

Don’t let your highly paid public relations firm tell you this kind of stuff isn’t possible. The media is begging for you to feed them stories that are interesting and unique and frankly, helps them not have to work so hard. I’m not saying that the media is lazy, not at all. What I’m saying is that the easier and more interesting you make it for them, the more likely it is that your story will be picked up.

Anyone can do this, the key is concentrating on what the media wants and giving it to them. What I do/did is use online media tools and marketing techniques to create unique angles to get attention.

Sales Pitch Alert!!!! – Jim Kukral is currently providing similar type consulting services to customers who are looking for more publicity, sales or leads, or who simply need to find new ways to be successful online. Find out how Jim can help your business.

Not Doing Video Online Yet? What Are You Waiting For?

Perhaps you need some convincing yet still? Ok, let’s try to jam a few things into your brain from a NewYorkTimes article today. I’ll pull out the points that need to stick in your head.

But most of YouTube’s licensing deals have been done quietly. It says it has firmed up more than 1,000 partnerships with content owners ranging from the Sundance Channel to small independent video producers.

Are you hearing what they are saying here? Small independent video producers are/could be you. Case in point, they specifically mention AskTheBuilder.com, a home-improvement site built by Tim Carter. ATB isn’t a giant media company. ATB isn’t a huge corporation. ATB is Tim doing videos out of his home that help people.

Advertisers want that.

“We are creating channels on YouTube for each of these content owners,” said Jordan Hoffner, the head of premium and information content partnerships. “Those who do deals with us will have an opportunity for monetization.”

Let me translate this for you. “Video is the future and those who produce videos will make a crap-load of money.”

Have you started doing videos yet? Why not?

Here’s a good resource to check out. The top Internet gurus are uploading their videos in one place for the world to see, all for free. Visit the Making Money Online video channel. Got a video? Upload it for free!

I’m Not A Women, Or Gay, But I Have Opinions

Caught a link-baitish piece over at Techmeme today entitled ‘The World’s Most Beautiful Women Bloggers of 2006‘. My first thought on this piece was, wow, isn’t this going to tee off the rest of the women in the blog world? I mean, let’s face it, women have to deal with this type of scruntiny on their appearance their whole lives, now they are getting that same type of designation added to them as bloggers? Tough world. I’m not a women, but I think I’d be a bit cheesed off if I read this post. Then again, the world is overly politically correct, so who knows.

On a side topic, on that same site I saw a Google Adsense ad for a site called “GayWheels.com“. The ad said “Is your car out of the closet? Find out at GayWheels.com”. Had to click it, even though I’m not gay, and I bet you that it works really well for the target. Yes, it’s as I expected, it is a car enthusiast site for gay people.

Gayfriendly.jpg

Think you are the only gay person that likes cars? Want to know more about being gay in the automotive industry? Read our new HEADLIGHTS section where we put the high-beams on out automotive professionals.

A couple of thoughts come to mind when I read this site.

1. Isn’t it great that we can have such diverse niche content and topics?

2. Do we really need a list of gay friendly car companies? lol. Ok, maybe I don’t, but I guess some people do?

3. American Express “Open” Network is an advertiser. This just goes to show that big brand names do in fact pursue advertising to niche audiences.

Merry Christmas everyone. Please be safe and hug the ones you love.