Four Tips for Generating Media Buzz at Your Store

It’s that time of year! Of course it’s always “that” time of year for savvy retailers … the time to make some news, get some publicity and rise up above the fishing horizon in your market.

Getting in or on the news is a big deal for most retailers. It’s not something that happens every season or even every year, but it should be. Getting media attention from your local newspaper, radio station or television affiliate should happen almost like clockwork if you know what you’re doing. And you should be planning these appearances the same way you’d plan an advertising campaign.

I’m not talking about the random bolt of lightning from out of the blue that gets you some attention, like when a presidential candidate stops by to have a Moon Pie with the locals. I’m talking about a situation that you help to set up which brings in positive press for your business.

It can happen in four easy steps:

(1) Know the media people in your market.

If you don’t know them, meet them. Offer to take them fishing. Give them a rod and reel, if you have to. Make sure they know who you are and that you’re a valuable contact for an audience they don’t reach often enough.

If you’re already advertising with their platform, local paper, radio or TV ¾ they can’t afford to ignore you. If you’re not, at least consider it. Either way, develop whatever relationship you can with these key media people well in advance of when you want to use them.

(2) Create or identify a good story.

What’s a good story? It’s something that will appeal to a large part of that media’s audience, either as news or novelty or human interest. Expanding your selection of crankbaits is not news. A new state record bluegill or taking Miss Universe fishing or helping a wounded war hero to heal through a fishing trip is news. The more people who will care, the better the story and the more likely you can get the media people where you want them to be.

A good story in the fishing industry also needs timing. Most fishing stories will not take the headlines away from the presidential election, so don’t even try. Instead, focus on what’s likely to be a slow news period, especially as it regards sports. Super Bowl Big Game Sunday is not the time to get the sports guy out to the lake. Try again … maybe during baseball spring training.

And never, ever pitch a weak story. It will destroy your credibility for next time.

(3) Make it easy for the media

We all love people who make our jobs easier. That’s also true of media. If you have the story ready and easily accessible you’re more likely to get a bite than if the reporter has to run all over creation to get it. If the story is a little flexible or you can offer some advance notice, that’s much better than calling and saying, “Hey! You need to be here right now!”

Remember that fishing doesn’t tend to get a big spotlight in the mainstream media. That’s partly because fishing stories can be challenging to track down. Make it easy if you want the publicity.

(4) Plan your exposure.

Timing is everything, especially with the news. Try to get a story placed with key media several times a year, not just during your peak times. Mix it up, but spread it out so you get the benefit of regular publicity. It’ll pay dividends.

Media experts maintain that “publicity” (news) is three times more valuable to your store than advertising. Find ways to make it work for you.

Remember, a rising tide lifts all boats. Let’s be that tide.