Joan Stewart at the Publicity Hound blog wrote today about a mother/child yoga DVD that needs help with online marketing. The DVD producer ends her request for advice with the following:
“But in order to do that, we need to be out there! I’ve sent press releases, done a local news guest segment, gotten reviews, created an interactive website, have product placed in a few specialty stores, done expos, etc.
“But I need that Big Thing. What am I missing? What’s one huge thing that might put us on the map? Please help, Hounds.â€
I watched the DVD trailer, and it is pretty neat. So I posted the following comment on Joan’s blog. Anyone have any thoughts on the question or this advice?
Not to rain on the parade, but some people contend that the new social media emerging (like blogs) is not at all about the Big Thing – but rather the aggregate result of lots of small things. That said, this vid has a great trailer! You might consider putting it on YouTube, engaging some yoga and mama bloggers in conversation (see, for example http://technorati.com/blogs/motherhood ) and offering them the short code snippet that will allow your video to be shown on their site. Trying to get bloggers to cover your product can be difficult, but the bottom line is reading their blogs before hand and really engaging with them. Beyond that, I’ve bookmarked the best resources I’ve found for pitching bloggers for coverage at http://del.icio.us/marshallkirkpatrick/pitchingbloggers
Good luck!
One thing I didn’t think to write at the time is that I would make sure to set up search feeds for references to the video and make sure to respond to any coverage. I would not set up search feeds for terms like “mother and baby Yoga” because making a commercial pitch any time anything related is blogged about would be in poor taste.