Briefing analysts about a new product, creating corporate videos for widespread use, and more
My start-up client is debuting a new technology product. What are some guidelines for pre-briefing industry analysts and what can I expect as a result?
Analysts are generally interested in new companies and products, but are very busy and highly focused on their areas of research, says Barbara French of Tekrati. "As a result, some firms limit the number of briefings," she says. "Some have also begun charging for briefing meetings."
Most analyst firms require you to go through a central scheduler and don't want you to contact the analyst directly. "Your client should know that a 'meeting' is generally a phone conference with a web component for your presentation," French says. "In-person meetings are rare."
Also, check beforehand to see if the analyst will sign a non-disclosure agreement. Although they typically won't, they will usually respect an embargo. "Your client should not assume that anything discussed in the meeting will be kept confidential without an agreement," she advises.
You can learn a lot from the analyst's assessment of your product. They may agree to take calls from the media, but you must request permission before offering their names. "Be aware that the analyst will give a balanced opinion that you do not control," French says.
How can we create a corporate video that can be used to communicate to other audiences in the future?
First, identify all the audiences you need to reach and determine how the messages differ for each, says Tim Bahr of MultiVu.
"Create one generic overview that can be used to communicate to general audiences via a corporate website or other platforms," he says. "This will also be used as the basis for the rest of the communication to your other audiences, but you want to customize additional versions of the video with different spokespeople."
Team up with a producer who can guide the video production and provide multiple distribution options. Bahr suggests creating customized interactive multimedia packages that make is easy to customize messages for various audiences
"Broadband makes it possible for any organization to use video to deliver customized messages to large, diverse audiences in a cost-effective manner," he says. "Other means of reaching your audiences with video communications include video podcasting, TV paid placements, and specialized network distribution."
How do word-of-mouth marketing, stealth marketing, and guerilla marketing differ?
Word-of-mouth marketing is giving people a reason to talk about items and making it easier for that conversation to take place, says Cymfony's Cindy Sullivan.
"Other types include buzz marketing, using high-profile entertainment or news to get people to talk about your brand, and viral marketing, which refers to creating messages designed to be passed along in an exponential fashion, often electronically or by e-mail," she adds.
Stealth marketing is considered any practice designed to deceive people about the involvement of marketers in a communication. In his book, Guerilla Marketing, Jay Conrad Levinson describes it as an unconventional way of performing marketing activities on a very low budget. "Tactics can include anything from personal canvassing, forehead advertising, t-shirt promotions, advertising on billboards, or passing out flyers," Sullivan says.
What are the best ways to get a pitch noticed by senior-level journalists and make yourself memorable to them for future reference?
Concentrate on reaching out to the appropriate journalists, says Chuck Conconi of Qorvis Communications. "Know what they write about and research recent stories they've written," he adds.
Focus on writing a brief, easy-to-understand pitch with a succinct, well-written headline or subject heading. "Get straight to the point and don't make it difficult to identify the 'news' in the pitch," Conconi says. "The easier a pitch is to read and the faster it identifies the story, the more likely it will catch a journalist's eye."
Be helpful. "It sounds simple, but a great trait for a PR pro is a willingness to help journalists uncover stories and write the best possible piece," he notes.