Pitching the Media: A Story within a Story

Replies to This Discussion

Permalink Reply by Judy "the foodie" Asman on April 1, 2008 at 11:50am

If Jeffrey Summers says so, it must be true! So thanks!

Permalink Reply by Brook on April 2, 2008 at 6:41am

>But smaller mentions in regional or national publications can be worth their salt too—whether they result in 20,000 or 100,000 impressions.<

Actually, mention in smaller publications is often more valuable, over the long haul, then being splashed in major media.

What has to be considered is the credibility factor of local coverage. Readers view the food (and other) writers in local media as their friends, sombody who has their interest in mind. This is particularly true for people living outside of the big cities.

So, take the local weekly. It's got, maybe, 7-10,000 circulation. Call it ten thousand. If Mary Smith, the food writer for that paper give you a positive write-up, that's at least eight thousand readers who are predisposed to visit. Why? Because Mary says so!

By the same token, a write-up in the major media---the newspaper in the nearest big city, or in a national or regional magazine---can be counterproductive. Such a write up results in a sudden, but short-lived, influx of strangers who are resented by the locals. The strangers go on to the next "in" restaurant, and the locals stop visiting because, in their eyes, you have now become hoi-poloi.

What I'm saying is, despite the emphasis put on them by big agencies, numbers, alone, do not tell the tale. Ask yourself this: Would you rather have 100,000 general impressions? Or would you rather have 10,000 quality impressions? Kind of a no brainer, isn't it.

I once had a client, a negotiating consultant, who had bought in to the numbers game. He wanted to pay me by the hit. Every new mention would result in a payment. I explained to him that there were 2,500 trade magazines, most of whom would accept anything sent their way. "But I don't think," I told him, "that Casket & Sunnyside is exactly the market you want to reach." He really saw the light when I explained that, for his business, I would swap all 2,500 business magazines for one mention on the front page of the Wall St. Journal.

Numbers, by themselves, are meaningless except when an agency has to justify its fees. Effective numbers are what's important to the client.

Permalink Reply by Judy "the foodie" Asman on April 2, 2008 at 9:37pm

Thanks, Brook,
I see your point. A restaurant that was once a hidden discovery suddenly and has since gone commercial thanks to a big media splash can be a turn-off for some.

On the other hand, I do think an ongoing effort by the restaurant to keep offering the great food and excellent service that earned them their rep will no doubt maintain customer loyalty—no matter how big and popular the restaurant gets.

I think there are a lot of examples of this. But the first that comes to mind is Cha Cha Cha in San Francisco. It used to be a hole in the wall until word got around and the eatery had to expand.

But the tapas are still flavorful to the point where customers dream about them. In other words, all of the hype in the world couldn't eclipse the craving for a good Cajun shrimp or chicken paillard. It all boils down to whether restaurants believe their own press and consequently start compromising on quality and service.

Permalink Reply by Roy MacNaughton on April 4, 2008 at 2:02pm

Jeffrey:

Hey Jeffrey:

Finally, someone has said it loud and clear: "...The strategy determines the tactics, not the other way around."

Damn, you're good too!

Roy

Permalink Reply by Justin Mehrman on April 4, 2008 at 7:26am

Good post Judy,
We are in the process of rebuilding a 5 star hotel and restaurant that will hopefully open this summer or fall that is completely changing our outlook on marketing and PR. We obviously have had to start marketing the property already in order for there to be any kind of business when we reopen; however, the problem is that there is not a product available for writers to visit, review or photograph. The building it itself is going to be beautiful with almost all of the furniture, finish work, and all of the what seems like a billion word burning fireplaces being hand made by local artisans. So one of things that has been successful for us is getting stories not necessarily about the construction of the building or what the service or product will be once it is finished but about the hand made furniture and fireplaces. The stories focus on those artisans and the quality of their work, thus pointing out our level of commitment in building the best, and most unique facility possible. It still get's us in front of the people we want to reach and creates a great buzz about the place, and has created a lot of interest in bookings for the re-opening.