Kibbe on Marketing: Marketing by “Pin the Tail on the Donkey”

As an editor for a New England-based business newspaper, I received literally hundreds of press releases and coverage pitches every week. A few were great; most were horrendous.

I’d like to share some of my insights gained from nearly a decade of experience to help make pitches rise above the noise, increase the likelihood of coverage for clients and to make everyone’s life a little easier.

If there’s one cardinal sin I see that occurs almost more than any other is that pitches are seldom targeted the media outlet. This is what I call “marketing by pinning the tail on the donkey.”

Marketers could increase their potential for coverage simply by doing a bit a research on the outlets before sending a single thing. Granted, when a release is going to hundreds of media folks, it’s difficult. Well, maybe a more targeted media list needs to be created or purchased. I all but guarantee it will be worth the effort and the money – especially if the marketer personally gets paid on commission for how many clients get covered.

Case in point – the paper I worked for was located in New England and was exclusively focused on business. What chance do you think a church bean-pot supper, a new album released by a local music group or a California-based REIT has for coverage?

None. And here’s why:

God bless them, but what does a ham and bean supper have to do with business? Unfortunately, nothing. In this case, I would delete the email without much hesitation. (And that’s if the announcement is actually sent electronically. We will discuss hardcopy pitches in the future.)

A new rock bank from New Hampshire is great – but again, has little to do with business. There would be rare occasions that might work IF – and that’s a big IF – the pitch was crafted in such a way as to highlight a new method of distribution, technology or something like that. Then the story isn’t just about a rock band, but the way the rock band does business. See the difference?

While a REIT certainly fits the focus of a business newspaper, one based in California does not. In the trash it goes. Now if a California REIT is setting up shop in the region with the potential to have a $1 billion book of business – that might get you a front page feature. The difference is, first, it’s a big business opening in the state, always good news worthy of some sort of mention. Second, that’s a hell of a lot of business. Third, it’s a bit unique as businesses often expand from New England, especially from Northern New England, to other places, not the reverse. As a reporter, I’d certainly want to know more.

In many of these cases, when the pitch is off, I politely let sender know the subject is simply outside of paper’s coverage focus and explain precisely what that focus is. Hint: I just gave the marketer invaluable information. If he or she is smart, that information will be filed away for future use.

These examples are based on a business paper, but they could any media outlet, whatever the particular focus or niche is. If the firm is Acme Aerospace, a pitch to a lifestyle magazine is wasted effort even if it’s on the media send out list. And vice versa, a review of a great new restaurant has no business in tech pages.

Sounds bloody obvious? You’d be surprised what came to my Inbox.

The lesson of targeting a release to an appropriate outlet is a very simple one, but one very few follow. Take a closer look at media lists and find out what’s really on there. Purchase ones with better targeting or allow the marketer to make specific sub-lists. Or simply check the website or the publication to get a feel for what the coverage is.

If a marketer wants coverage for his or her client and a personal win, a little forethought will go a long way.