research for ink 2011

How to Use Research to Generate Terrific Media Coverage

ADM Marketing & Research Consulting

How To Use Research To Generate

Terrific Media Coverage 2

What is “Research for Ink?”

A study conducted in order to generate

information that will be used for publicity, or “ink”

Trade publications

General business or

consumer publications

Online media

Broadcast media

Internal publications



Why conduct this research?

Generate or increase awareness

Company

Brand

New product

Activity

Counteract bad publicity or negative

perceptions



More Reasons

Support positioning strategy by associating the company or brand with new knowledge

positive activities/behaviors

a well-known company or non-profit organization

Introduce company/brand to new market segment

Reporters/editors love “news,” especially in trade or industry publications



Getting Started

Set goals/objectives

Determine the target

Consumers

Trade

Business-to-business

List desired media

Vertical publications

General business or consumer

Print, broadcast, electronic



Next Steps

Confirm that your story is newsworthy

Decide how you would like the headlines to read

Design questions that can lead to the desired headlines (no guarantees!)

If possible, get a co-sponsor or independent authority



Conduct the Research

Telephone survey

Probability sample

Omnibus

Domestic only or global

Online survey

Appropriate audience?

Omnibus

Domestic only or global



Dealing With the Media

Prepare to defend your research

Be open about the methodology

Qualitative research is of limited use

Prepare a report

Does not need to contain every detail

Hold press conference or event to unveil

findings



Additional benefits

Research for Ink can have many legs

Send tear sheets of articles to different stakeholders

Create an event around the release of findings to

increase their impact

Have the company’s expert appear on news and talk

shows

Use the results to create seminars (or webinars or

blogs) with customers/clients, investors or end-user

groups



Traps

Make sure the survey is done properly

Make sure you are creating “news”

Don’t overstate or misstate your case

Make sure your co-sponsor or expert consultant is legitimate and credible

Don’t allow the articles or press releases to be self-serving

Case Study

and



Objectives

To show how small industrial companies use

search engines to buy products and services

they need

To promote the use of Search Engine Marketing

(SEM) through ThomasNet and Google

To generate publicity for both companies and

position them as resources for small industrial

companies



Methodology

Online survey of target audience

590 Internet buyers

331 Internet sellers

About two-thirds of the respondents came from ThomasNet subscribers; the rest were from purchased lists

Extensive questionnaire which asked all about purchasing and marketing online

Budget: $52,000



Results

Press release published in general and trade

magazines and newspapers (print) and online Placements appeared for a full year

Findings used to create a seminar on how to

market effectively online, given to small

businesses in several cities

Findings also used for ThomasNet newsletter

and a white paper for customers and sales reps

Case Study

and the Home Safety Council



Objectives

To raise awareness of potential safety

hazards in garages

To call attention to the safety benefits of

having an organized garage

To allow GarageTek® to develop the

platform that organization enhances safety



Methodology

Omnibus telephone survey of 502 homeowners

nationwide

Random probability sample

7 questions

Partnered with the Home Safety Council

Analysis segmented the sample by region, age,

and other demographics

Budget: $5,800



Results

Findings showed a relative lack of concern

about potential dangers in one’s garage (about

29% were concerned), giving the client an

opportunity to educate the public

Press release yielded 45 million impressions

Video featured on CBS Early Show

Results continue to be used in client’s

communications

Additional Case

Studies



Highlight Unmet Health Needs

Situation:

Maker of prescription lenses wanted to extend

the brand by drawing attention to pediatric

eye care

Solution:

Survey of parents showed children’s eye care

is underserved

Supportive statement by expert positioned

client as concerned



Product Introduction

Situation:

Data storage device manufacturer was

introducing a new product line

Solution:

Quantify a problem in client/server

environments which the new product

addresses

Press conferences and coverage in six

countries



Upgrade the Brand Image of an

Old Product

Situation:

A 100-year-old food industry directory wanted to be

viewed as a cutting edge resource

Solution:

A survey of the marketplace, conducted at a trade

show, to determine new trends in foodservice

Press conference at end of trade show highlighted the

profile; media coverage increased visability and

upgraded the company’s image



Provide a Halo for a Healthcare

Company

Situation:

Reinforce brand positioning of a biotech

company as caring about patients

Solution:

Survey of breast cancer patients regarding

impact on the job

Co-sponsored by Working Woman magazine

Survey received ancillary coverage



Highlight a Common Health

Problem

Situation:

Promote the brand by highlighting leg health

problems for an herbal supplement manufacturer

Solution:

Consumer survey to determine behavior and

attitudes toward crossing legs, which is bad for leg

health

In conjunction with “Great American Cross-out”

campaign



Change a Negative Brand

Image

Situation:

Trade organization for international auto

manufacturers responding to negative

imagery of their members

Solution:

Consumer study showed significant

ownership of foreign brands and positive

attitudes toward them



Increase Brand Awareness

Situation:

Position PR Agency as being “on top of”

trends

Solution:

An in-house omnibus study of current issues

in several categories

Press releases written for each section and

placed in both vertical and marketing

publications

research for ink 2011

Documents