Over the years I have been lucky enough to organise a range of media trips. I’ve climbed the O2 in the pouring rain, watched raw clay be turned into bricks and stood mesmerised as acrylic is sprayed onto a bath.
Now, as fun as all these trips were – and, remarkably, climbing the O2 in the rain was still fun – they all served an important purpose. It’s something that PR and marketing is all about, they are about brand building, developing relationships and providing unique content.
A media trip provides first hand experiences that cannot be replicated through press releases or virtual meetings. But why are they so important?
Build relationships
Media trips offer an excellent opportunity to build and nurture relationships with journalists, influencers, and other media professionals. Building relationships with your key media can lead to valuable content, longer term partnerships and be beneficial for future campaigns and product launches.
When the media feel valued and have an emotional connection with the brand, they are more likely to keep that brand front of mind for future opportunities. Moreover, brands gain insight into what journalists care about, which can help in crafting stories that are more aligned with the media’s needs and audience interests.
Reach the right audience
One of the primary advantages of media trips is the coverage they generate across various media platforms. By inviting journalists, bloggers, and influencers to experience your headquarters, factory or demo space, you can position your brand to a targeted audience. When inviting people on the media trip, think carefully about the messaging and who will be interested in your news or brand.
Whether it is trade or consumer, vertical markets you work within ensure you have a takeaway for everyone you invite.
Work to your budget
Compared to the costs associated with large-scale advertising campaigns, media trips can be a more cost-effective activity. For example, inviting journalists to your space and hosting them there reduces the costs compared to doing something like exhibiting at a show. You also get their undivided attention instead of battling with a busy show floor.
Be exclusive
Whether it’s behind-the-scenes tours, interviews with key figures, or exclusive events, media trips allow journalists unique opportunities to create compelling and original content that will be different to their competitors. This not only enriches their portfolios but also provides your brand with distinctive coverage that stands out.
For instance, a manufacturer launching a new sensor may invite select journalists to their research facility. The attendees can not only see the new sensor technology but also gain insights into the development process. This insider view leads to richer, more nuanced articles that differentiate from generic product launches.
Media trips are a Win-win strategy
Media trips provide substantial benefits for both organisers and journalists. For businesses, they offer an effective way to boost publicity, enhance credibility, and build valuable relationships. For media professionals, they provide unique content opportunities and the chance to learn more about the brand and industry. Embracing media trips as part of your marketing strategy can lead to significant and lasting rewards, making them a worthwhile investment for any brand looking to make a meaningful impact.
