The Attractions Industry Press wants to be your Marketing Partner

Tuesday, October 28, 2008 The Attractions Industry Press wants to be your Marketing Partner In the age of electronic media, the industry press has a different format but its role is essentially the same as before: facilitate the exchange of information, report on trends, projects and people, and help you connect with customers.

By Judith Rubin It has always been a trade publication’s job to do its best to support its industry by bringing its content (which includes advertising) to the target audience. Electronic media have the same obligation, although the tools are different and there’s a greater overlap with the lay audience. It has always been a trade publication’s job to report on what’s noteworthy and share information so that industry members can stay up to date and learn things that are useful. With electronic media, that happens faster than before and the information is packaged differently. It has always been a trade publication’s job to provide a forum for voices within the industry – to give you a place to speak up and spread the word about what’s important. Anyone can create a website or a blog or an e-newsletter, and send it to an email list, especially with today’s friendlier tools and interfaces. And even before electronic publishing, companies were producing their own newsletters and sending them out. Why do you need the press when you can do it yourself? Here are some reasons: -You’re not in the publishing business. As anyone knows who has stared down a blank blog page, even with friendly tools, creating content and formatting it are time-consuming and challenging tasks. So are putting together a good distribution list and keeping it up to date. And identifying and focusing on your real core business is good business. -Third-party credibility has special value. That’s why even companies and people with their own newsletters long to see themselves featured in a respected publication. A good feature article can be a longlasting marketing tool, especially with the long shelf lives possible on the Internet. Not completely satisfied with what your industry’s publications are doing? Here are some ways you can affect that: -Send them your news. An objectively voiced, succinct news release, preferably in Word format is best. Don’t forget the images – hi-res files downloadable from an online image library are ideal. Nowadays you can include slideshows, video and audio. -Pitch a story. If you’ve got a great idea for an article, contact an editor and pitch it. But note that not all publications can support much writing staff. You may have to take on responsibility for getting the story written. -Add your own circulation. Once that story has appeared in print or online, you can play a part in keeping it alive and getting it to your target audience by reprinting it, linking to it, posting the file on your own website and circulating it. These are some of the ways that you can work with the trade publications that support you and your industry. Above all, participate! Cultivating your media presence and providing feedback to the press are part of marketing and networking. See also: Fulldome Video Gains Followers at Jackson Hole Symposium Amusement parks: Just the Ticket
Posted By Judith Rubin -- At 3:23 PM \| Comments (0) \| Trackbacks (0)
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Categories Amusements Parks, Attractions Business Tags Blooloop, marketing, media, press, publicity
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