Media Cooperation Is More Than Buying Ads
Cooperation with the media is one of the most important parts of business. The media are widely diverse and can get customers informed about your products. Radio, television and various publications have existed for a long time, and what has recently been added to these is online media.
Personally, I have always followed CNN, but now I open its website on my mobile or PC instead of watching TV. This means the online version is becoming very important and highly effective. So when we categorize media, online media fall into the main list along with television, radio and print publications.
Depending on the type of business and product, carefully consider the geography of the target market and select print media, radio and television. First, identify each medium's audience and find the ones that may share an audience with your target market. Identify what part of your target market is covered by each medium, rank the medium that covers a larger portion higher, and prioritize the rest accordingly. Then investigate how much it costs you to advertise in the media at the top of your list.
Collaboration with the media is not just ordering advertisements from them. Depending on the type of product and the degree of your communication with the media, you can work together. The more you interact with media activists, the more they will pay attention to you in practice and provide better service for you.
I have been in the media world for several years. I have a publishing house, and I publish magazines too. In one of our media, several restaurants used to provide free food for our staff, and they also served us at ceremonies. That restaurant had a strategy beyond that. For its free services, we could not take money from it, and we were cooperating whether we wanted to or not. The result was the promotion of that restaurant.
Another important task is to produce news packages and send them to the press, with orientations close to you. Even if they do not publish them, keep sending them so the media identify you as an active group. Select these presses based on the proximity of their audience to your defined target market.
Radio has great power in advertising. IKEA is one of the known brands that introduces itself well with radio. A jewelry company called Diamond puts its entire advertising budget on radio and advertises on a music channel. After investigation, they found that radio would cover their entire target market.