The Competitive Hammer - Playing the Media Smartly

When Edward Bulwer-Lytton said, “The pen is mightier than the sword,” he did not foretell what the power of the media would become, and how it would shape and mold the consumer mind.

It is amazing how many companies still shy away or rationalize that the media is just not right for what they have to market and sell.

Or, they are driven away by believing that it takes mega-bucks and an indefinite timeframe to see results.

Traditional campaigns were difficult to measure, in terms of tangible results.

They were justified, based on Corporate Identity, Image and Positioning.

Many were ineffective for companies that needed to see real action fast.

Most of the myths that surround these areas were created by large advertising and PR firms to discourage the wannabees and concentrate on those firms that had “deep pockets.”

This was also reflective of a time, when Print Advertising was King.

In today’s electronic world, literally any size company, regardless of Market Segment (Niche) or Product/Service affiliation can take advantage of the rich sources that are available.

And most are free!

That’s right – they only take a dose of inspiration and perspiration.

What can the power of the media do for your firm?

Let’s take a look at a case example that focuses on simultaneously positioning a company uniquely, while clobbering the competition.

One rule – your Media Program must be based on fact, show evidence, proof and be defendable.

Otherwise, it is self-serving and ineffective.

Case Example

A technology client of ours had developed their core business over a 12+ year timeframe.

They were one of the pioneers/innovators that built and established the technology space.

They earned a solid reputation with customers (end-users), however this was primarily a result of a Strategic Partnership with a Large Technology leader that became the front-end distribution channel for our client’s products.

This Partner was the 800 pound Market Gorilla and it served our client well in the early stages.

Conversely, in our client’s target markets, their product family was a recognized name, however their company was an unknown quantity.

It had been overshadowed by the 800 Pound Gorilla and their worldwide distribution system.

Being technology-based, the client firm had put their emphasis on their raw smarts, problem-solving skills, innovative technology and stick-to-it-ness to support customers.

As the company grew and formalized their Market/Business Strategy, it became clear that they had to find a way of breaking out of the “mushroom effect” that the Large Technology Partnership created.

The company did not have a rich Marketing budget nor did it have strong in-house Marketing expertise.

They leveraged our Market Programs firm, however the objective was to make the Client self-sufficient over time.

Front-end investigative work was conducted worldwide, within the primary Target Segment – Defense and Military - and with selected Defense Contractors, Lead Labs and Government Program Offices/ Agencies that represented the Target Audience.

The information collected was distilled and translated into a Profile that, served as, the fuel to identify, select, shape & mold the overall Market Programs mix.

Given the Client’s needs, the Program had to build awareness and recognition, support a major product launch and generate tangible results (increased opportunity base and eventual bookings), concurrently.

Tall order, tough challenge, especially considering how lean the Client’s initial budget was.

The top three publications (both print and on-line marketing) that catered to the Defense and Military segments – C4ISR, Signals Intelligence and Software Defined Radio (SDR) that fit our Client’s capabilities - were tapped.

Our firm had strong relationships at the Group Editor levels, which aided in getting our Client high-visibility and good positioning.

The first effort or debut was getting a “Spotlight” interview in the CEO Corner in each publication for the Top Dog, of our Client’s firm.

This was a critical company launch that was supported by various e-mail marketing and other direct-response programs that “seeded the opportunity base.”

We quickly followed-up with several contributory articles that showed the application and benefit of our client’s technology solution in the key Target Segments.

Additional interviews were set-up, with the company’s Product Managers, Marketing & Business Development Specialists and selected Senior Management to keep the momentum going and round-out the image of the company.

We participated in E-Casts, Teleseminars and sponsored high-impact banner ads relevant to the business focus.

The Product Launch element was woven into the fabric of everything that was put into place.

The media pace and momentum continued for 6-9 months – relentless and with no relief.

The results realized confirmed to the Client that this must become a “standard of doing business.”

The Client saw their company go from an unknown quantity to a well-respected, distinguishable and weighty factor in their Target Market – directly, without the influence of the 800 Pound Gorilla.

During this time, the company engaged directly with the TOP 50 Defense Contractors (Cross-Division), and interfaced with the Key Agencies/Program Offices and Lead Labs that influenced their business.

The opportunity base tripled and the company saw a Multi-Million Dollar bookings stream for its new product introduction.

Now, the kicker – the Competitive element.

We encouraged our Client to grab every media opportunity that surfaced.

The objective was to dominate and not let competition gain access or breathe.

The key publications and media sources hosted our Client on featured articles, Industry interviews, Application Stories, E-Casts, Breakout Sessions at Trade Shows, Keynotes at Technology Forums, Panel Discussions, etc.

We kept our ear to the rail and picked-up the sentiments of the competition.

They began to believe that something BIG was taking shape, with our Client.

Certainly, if the leading Media content providers were putting attention and focus on what our Client was doing – something was taking shape and the competition was not part of it.

This is not only a great example of uniquely positioning a company and its product offerings, but a powerful example of “Psychological Warfare.”

Predictably, the continued frequency and pace injected “panic and fear,” with several competitors, resulting in their key producers seeking to jump ship and join our Client.

The competition believed that it was only a matter of time, before our Client put them out of business.

All, due to the power of the media.

From the media side, our Client was held in high-esteem for its content and contributions to the selected publications.

Remember – Editors are looking for compelling content that is valuable to their readership – plain and simple.

Feed that need and the publications will keep coming back to you demanding more.

And, what did this sterling effort cost – peanuts!

A little focus, dedication and ingenuity is all it took.

In this fierce and tough Market Economy or Market Jungle, if you prefer, there are few things that small-to-medium sized businesses with limited budgets and marketing expertise can do to distinguish themselves.

Unlike the BIG BOYS that can plow millions into programs & campaigns, the scrappy business warriors that drive smaller firms need to find effective techniques that work and deliver results.

Is your company playing the media smartly and driving the Competitive Hammer?

Copyright 2008

Performance Marketing Group

Edmond Hawkeye Hennessy