Publicity Campaigns Invaluable

By Leslie T. McClure

Ever thought of writing a book, or perhaps, producing a DVD?  Maybe you already have a book or workout DVD and need help reaching the target audience.  411 Video Information has some tips that can help.

Assuming the book is published and the DVD is already produced and presented in a graphically pleasing color package, exposure for you and the products are what you need.  411 Video Information specializes in low cost marketing efforts to get the product into the marketplace as quickly as possible while avoiding costly mistakes.

START WITH PUBLICITY
Exposure is the single most effective way to create demand for your product.  A good publicity campaign is invaluable.  The more editorial imprints for the program, the sooner consumer credibility can be established for the product.

To generate publicity, you will need a press release, and if your budget allows, a press kit.  You will also need a well planned and targeted media mailing list which includes newspapers, magazines, radio, television and internet.

A press release is usually one or two typed pages about you and your product.  It should be compelling and newsworthy, not just a description of the program.  Other items that can be included in a press kit are photos of you with select moves from the book or DVD, biographical and background materials, and a copy of the finished book or DVD.

Remember, publicity is not the same as advertising.  Advertising is a paid form of communication ideas, products or service by you, the identified advertiser. You have control over what you say in the paid ad.

Publicity is any free form of communication, such as a review of the book or DVD, giveaway, promotion, product plug, contest prize, news or editorial feature story that stimulates the demand for the item.  With publicity you have little control over the content or placement.

You will need a targeted media mailing list.  This list should include writers and reporters for various media outlets that fit your niche; i.e. health and fitness, lifestyle, freelance, parenting, children, senior, general interest, etc.  Follow up is essential either by phone or email.  Most media outlets will print a call to action for the item mentioned or reviewed, so be sure to include a website for ordering information.  Websites should include clear and concise information about the products, biography information on you, and easy ordering.

OTHER THINGS TO REMEMBER

A picture is worth a thousand words.  Be sure your title and cover is clear, concise, informative and pleasing to the eye.  No gimmicky lines or phrases.  The reader or viewer needs to instantly understand your message.  This is especially true for DVD covers since you can’t thumb through a DVD as you can a book.

Hire a good graphics designer.  Someone who is expert in the book or DVD field.

Hire a good web designer; someone who can clearly communicate your message and create a pleasant environment for the customer.  The site should be simple and easy to navigate.

Copy for the book, DVD and the website should be consistent to convey your message.

Explore traditional and non-traditional forms of distribution using Internet, direct mail, catalogs, schools, libraries, institutions, and retail.

Work with an expert in the field to point you in the proper direction to explain the terms of the varied markets and distribution agreements to avoid costly mistakes.

Have distribution in place before doing any paid advertising.

Use a mix of traditional and viral marketing. Make the most of your networking skills.

Listen to the experts who are willing to share their knowledge and their pitfalls.

Establish a reasonable budget.  Keep production costs low so that there is enough money after production and duplication to market yourself and the product.

Hire a publicist that is experienced in your specialized niche/field.

Replication/duplication and printing prices are competitive.  Be sure you negotiate for the best possible price for minimum quantities. You should be comfortable with your customer representative.  He will be your point person.  You need to communicate your needs, have them heard, and get the best possible price and turnaround time for your product.  Do not order huge quantities at the beginning. You can always re-order.

411 Video Information was established in 1988 to help health and fitness professionals market themselves, fitness classes, books, CDs and DVDs to a broad audience.  411 Video Information helps fitness professionals with all aspects of production, packaging, publicity, marketing, distribution and sales, domestically and internationally. Clients have appeared on national, regional, and local TV shows, as well as major newspapers and magazines nationwide.

About the Author: Leslie T. McClure was voted “Home Video Publicist of the Decade” in 1999; “Special Interest Video Consultant of the Year” in 1995; is the author of “How to Break into Video without Going Broke” and Co-Author of “Marketing Your Special Interest Video.”

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