In the world of promotion and marketing of high fashion there is a saying: “Front page news makes front page fashion.” What that means is that events occurring in the outside environment will impact what people will be wearing the next season. This concept extends beyond of the world of fashion and should be looked at as you market your product or service.
For example, a client who sells homeowners insurance uses the news media to remind people of the steps they need to take as the hurricane season approaches. Each May, the news media reports on the number of hurricanes that are predicted to hit the East Coast and the Gulf states. Because the client’s products tie in with the hurricane prediction story, the media recognizes that the client’s advice is a helpful source of information for their audience. A designer of miniature lighted collectibles will take advantage of the Christmas season. Strawberry producers look for ways to get the media’s attention when their crops are in. Even the IRS uses seasonality. Each year before the tax filing deadline, the IRS finds heightened interest in the information it releases.Sometimes an event or a change in the environment offers an opportunity for promotion. A program that supports carpooling, for example, would be more likely to be publicized after a hike in the cost of gas or following a government report on traffic congestion. An environmental consultant will be more successful if he ties his news to statistical information about how recycling benefits the environment.
The possibilities are endless. Seasons, holidays, events, trends, reports, unusual weather, just about anything that happens in the outside world can serve as a news hook for gaining product exposure and for building your reputation as an expert in your particular field.
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Posted by mctori 
