Leverage Marketing: Converting “Holiday Good Cheer” into Effective “Marketing Messages”

Why not take the opportunity to convert seasonal benchmarks, such as the “holiday season” into marketing opportunities? And that’s precisely the tact taken on behalf of one of Tennessee’s leading chiropractors who, at the last minute, decided to send a “holiday newsletter” to his clients. Converting “holiday good cheer” into marketing messages is a prime example of squeezing every bit of opportunity out of your communications strategy through the use of “leverage marketing.”

On December 8^th, Dr. Louis Obersteadt, the former multi-year president of the Tennessee Chiropractic Association and a distinguished two-time recipient as “Chiropractor of the Year,” decided he wanted a holiday newsletter. The case study below reflects the strategies deployed to maximize this singular marketing effort as a platform to create multiple marketing opportunities.

The Original/Primary Assignment: Create a Holiday Newsletter.

A big yawn and ho-hum is pretty much the way we can mostly characterize seasonal communications with customers, clients or prospects. The majority of snail-mailed post cards are generic “seasonal greetings” dripping with mundane off-the-shelf sentiment designed at best to be “warm and fuzzy.” Rarely, do you find a “call-to-action” and even less frequently does a “holiday card” strike such a resonant chord with the recipient that they can’t wait to not only share that unsolicited missive with family or friends, but even better, leave them anxious to make their next appointment.

The above was the self-imposed challenge the agency faced in creating this distinguished doctor’s newsletter. Click here to see the “snail mail” version of the Holiday Newsletter.

The Result: The most challenging task as marketers is to create a communications message that truly connects with customers, a message that makes them smile, one that is light and fun yet relevant, resonant and even humorous. If you can make people smile, or laugh, and gently, or subtly imbed your “sales message” it is arguably the most effective and powerful marketing approach. This goal was exceedingly accomplished. View the snail-mail version of the Holiday Newsletter.

Here’s what Dr. Obersteadt had to say about the “Holiday Newsletter”:

Jeff, I am very pleased with your incredible imagination! Thanks, Dr. Louis Obersteadt

Leverage Step 2: From Snail-Mail to Email

Finding ways to squeeze multiple uses out of your “marketing materials” is simply smart marketing. So the very next tactic we employed, as well as being extremely cost efficient for the client, was to reproduce the snail-mail newsletter into an email version. By simply reformatting the snail-mail version of the mailed print version of the newsletter, we were able to double up and reinforce our message to the doctor’s patients, increasing our “impressions” while reducing our cpm. Click here to see the email version of the email holiday card.

Leverage Step 3: The Press Release

Here’s where it gets pretty juicy, creative and fun. We decided to augment the holiday newsletter with some “practical holiday tips” and converted it into a potentially newsworthy press release. After all, the news media are always looking for “unique and interesting” holiday/seasonal-tie’in’s and stories. So, the approach we would take to the media would provide a consumer tie-in with the holiday season, best reflected in the following pitch line:  “A Dozen Helpful and Healthy Ways to Shop During the Holidays without Putting A Crimp in Your Christmas or Your Back.” The goal was to get the attention of news editors in Nashville, TN with a  Subject Line  in Outbound Emails to the Nashville media that read: “Correct Shopping Posture: Don’t Let Christmas Shopping Put a Crimp in your Shopping or your Back this Holiday Season.”

Click Here to See the Press Release

The Result: Media Success

The agency was engaged less than two weeks prior to Christmas Day. Clearly a short fuse and for all practical purposes an impossibly truncated time-line to get anything meaningful done, especially as the media is concerned, during this pressure-packed time period.  The fact is, news media stories require ramp and nurturing, especially if it isn’t a “hard news story.” And yet, despite these challenges, the “story” caught the attention of the editor of the Nashville Business Journal and was reproduced in whole in the Belle Meade Community Newspaper website (the newspaper being a weekly, the deadline had passed and no other issue was being “printed” until after the new year).

Critical PostScript & Important Public Relations Advice: News releases are intended to accomplish the following goals:

1. Create interest in an editor (print or electronic media) about doing a “stand alone” news piece about your client (the subject of the release/story).
2. A “story” may be picked up in whole, or in part.
3. Other times a news release will trigger interest on behalf of the news media who will use “your news release” as a starting point to do another version or slant of a story they think is more fitting for their reader/viewer/audience. In this case, a client might be the sole subject of a story, but more often they are one part or one source, of whatever this “larger story” might be.
4. Other times a “story” might fit in to some other notion or idea that is already “in the hopper” or in the “mindset” of an editor/writer/reporter.

Our media success was an example of the fourth scenario noted above.

The Nashville Business Journal

The editor of the Nashville Business Journal was, at the time of the story/release submission, working on a story about “marketing efforts on behalf of businesses’ in the face of a changing and declining business climate.” Dr. Obersteadt was quoted and featured in this story.

The Marketing Machine in Full Swing

So, what happens next with this media success? The principle of Leverage Marketing is further amplified below:

• A reprint of the article(s) will be posted to the Doctor’s website.
• At the Doctor’s discretion, a snail-mail version of a letter, along with a photo copy of the article will be mailed to his patients.
• Additionally and alternatively, an outbound (email) letter will be sent to his patients, which contain a link to the Doctor’s website where a copy of the “article” will live that proudly announces this recent “news” accomplishment.

Conclusion: The Big Payoff

Having established “contacts and connections” with the media in his market, going forward this first small but successful round of media exposure significantly enhances future opportunities to promote the doctor to media editors in his market.

The process of creating “branding” and implementing “name recognition” among the media is invaluable in advancing story ideas in the future. Just as with consumers, it takes time (frequency and reach) to establish “credibility and value” with customers; the media are no different. This (initial) marketing strategy and public relations approach has opened the doors for further dialogue with media.

Jeff Mustard, The PR Cowboy Make the Media Work for You: How to Generate Free Publicity

Will a Newspaper Article or TV Appearance Help Your Image, or Business? You Bet! Learn How to Use the Media and let Public Relations Work for You.

Whether times are good or bad, you should always be looking for new ways to market yourself and your listing(s). Public Relations can achieve both and is likely the most powerful and the most cost-effective way to raise your profile within your community. And best of all, it’s free, as long as you know how to work with the media.

A Newspaper Article is the Best Listing Tool you Can Have

For the most part, all real estate agents have the same “tools” available to them – MLS, a brochure, advertising and other promotional material about the home (the extent to which is dictated by the value of the home or project), there’s also direct mail, and email.

Imagine the reaction you’ll get at the conclusion of your listing presentation if you show reprints of newspaper clippings containing articles about homes you had spotlighted in your local newspaper, or in a national publication? What if you can point to a press piece that featured you in a story about a sales success, an industry award or other achievement? Who do you think looks like the consummate professional? Who do you think has the edge? Who do you think will get the listing? You, of course!

Get Started Grabbing Your Share of the Limelight

How do you start getting free publicity? There are a few ways, the media coverage can be about you, your company, about your new listing, or in a perfect world, all three. In this column we’ll discuss how to make it about you. The questions below will serve as triggers for the things you need to think about, answer and then can serve as the basis of a press release you can use to pitch your story to the media.

• Have you earned any special achievements, awards, certificates, designations, etc?
• Have you emerged as a “sales leader” in your organization? Have you overcome any “obstacles” personal and/or professional to achieve the accomplishments or status that you have earned?
• Do you have any “inside or secret techniques” you can share with your industry colleagues regarding securing listings, reading buyers, negotiating, marketing?

With this list you can craft a press release that could potentially be of interest to your local and/or industry real estate trade journals, possibly even your daily newspaper or even magazines. Remember, the media are always looking for news. If you package, present and pitch your information the right way, you may very well find yourself in the media spotlight. That’s good for you and your business. And best of all, it’s free.

Jeff Mustard, The PR Cowboy, is a veteran, award-winning publicist who has captured millions of dollars in free publicity for clients. He can be reached through his company: www.TheBambooAgency.com, email, jeff@thebambooagency.com or at: 954-801-8263