In this fast-paced, digitally driven PR world of reaching out to media online, one of the most effective marketing tools is often overlooked - hosting a ‘Media Day’ at your headquarters or manufacturing facility.
Many of us MarCom Pros communicate with most editorial media via email or social media because they are simply too busy to have long phone discussions or meet in person. This is especially true for consumer media. However, we recently re-discovered the value and power of inviting key media to your or your clients' facilities to hear major news and to tour the premises.
One of our B2B manufacturing clients in Toronto was recently hosting its annual Engineers Visit whereby they invite 200 consulting engineers from around the world to their headquarters to tour their plant, visit customer installations and spend two days learning about new products and technologies. As they had just announced a global re-branding and had several newsworthy topics to discuss, we suggested also hosting "Media Days" at the same time for key trade and business editors.
The editors were invited to be our client's guest for 2 days of meetings and social events that included presentations by their key executives, a visit to their manufacturing facility, field trips to interesting customer installations and fun social events and dinners. We also hosted a Press Luncheon on the first day just for media to share some major industry news. At the same time, we sent out a Digital Media Kit to our 200 media contacts that could not attend the Press Luncheon.
We had 12 media representing more than 20 publications participate and they came away very impressed. More importantly, the resulting coverage will be excellent. We have already received several online stories, three requests for in-depth interviews with their CEO, and commitments to run articles from 12 publications. And this is just the tip of the editorial iceberg, as we will receive dozens of articles from more than 25 media outlets over the next several months. This was an event that will keep on generating coverage for many months to come.
So the moral of the story here is that if you have some worthwhile news to share and some interesting things to see and discover, media will take the time out of their busy day to come to your facility. It will also form a bond with editors that can last for years.
If you would like to learn more about hosting Media Days at your facility, we'd be happy to share some trade secrets.