Create Your Own Parade

Several years ago while I was still working in radio, a manager told me "Pick a parade and lead it". Sadly, because of cutbacks, lack of time or fear of failure, many traditional media outlets adhere to that motto. They (traditional media) do not have the time or resources to champion every new cause that is presented to them.
Newspaper outlets have fewer writers and reports available to research new story leads. Television is reducing staff and replacing more local programs with national news programs. And with automation, Radio stations can be staffed with fewer bodies allowing for more 'piped in' or voice-tracked programming.

So how can you create your own parade for the media to notice?

Remember the movie "Field Of Dreams"? Remember that famous line; 'if you build it they will come'?

If you build a big enough 'buzz', traditional media will take notice. Just ask Greyson Chance. Greyson is the 12 year old who posted a video of him performing the Lady GaGa song "Paparazzi" at a school festival. The video has been viewed more than 26 million times and caught the attention of many media personalities including Ellen Degeneres.

As I mentioned before, traditional media does not have the time to interview or talk to everyone who is seeking their attention. Not to worry. You can do this yourself.

Words on paper or on a computer screen are great - but Video is your secret weapon.
We (society) are actively seeking new information about our favorite brands. If we find something new that we like, we are very inclined to share those stories with our friends. For that reason, YouTube has become one of the most used search engines for new content. Type in any phrase on YouTube and there will be a video for that topic.

So, here you are. A business/company/brand with a story to tell. Go ahead - tell it.

Tell me your story.
Tell me about your company.
Tell me about your products.
Tell me why you had to reduce staff and cut services.
Tell me little known facts about your brand without giving away secrets.

Depending on your budget you can do this yourself, or seek help with the many on-line video production companies in your market. Or, simply throw a good HD camera on a tripod and have someone ask you questions (off camera). Create short 3 to 5 minute video clips about your company and tell your story - in your own words.
Once you've posted them on YouTube, link to them on your company website. Share the link on your Blog, Email Newsletter, Facebook, Twitter, LinkedIn - every Social Media outlet that you use. Musicians get this, and are using these techniques to market their products and more importantly - giving their fans a 'back stage' sneak peak, increasing the "wow" factor.

Creating your own parade will take time, but eventually, you will have people lining up to see what the buzz is all about.

Photo: Flikr, courtesy Doug Consul, 1962 Calgary Stampede Parade