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Measuring PR's Impact

By | Industry Perspective | No Comments

When prospective clients begin to consider PR as a key marketing tool, we’re often asked:

How do you measure PR, and how do I know that it’s working?

It’s a great question and one that deserves a detailed answer.

The PR traditionalists will tell you to tally up the column inches (or airtime) of your media coverage and multiply that by three times the amount of what comparable advertising space would cost.

For example: if a half-page advertisement in PC Magazine costs $35,000, a resulting half-page editorial article would be valued at around $115,000.

This logic suggests that — if the message gets to your audience via editorial channels — it has a greater value than a paid advertisement because editorial coverage delivers a credible, third-party endorsement. It’s a straightforward concept (and one whose logic has merit).

But we don’t think that’s quite good enough for our clients.

As a result, BLASTmedia has taken a progressive view of PR measurement through the development of our Web traffic monitoring service – a new feature that goes into effect the first week of your PR campaign.

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Sample screenshot of BLASTmedia’s Web traffic measurements

WHY IT WORKS
If you’re marketing a high-tech product or service, we’re going to assume that your Web site serves a vital role in your marketing and sales activity.

So, with visibility into your site’s traffic (page views, unique visitors, referral links, conversion rates, etc.), we’re able to gain deep insights into the impact that the media coverage we generate has on your business.

With shared access to these reports, we’re able to identify opportunities to optimize your media relations campaign, focusing on the approaches that are most effective in driving traffic (and ultimately, sales.)

HOW IT WORKS
We place a small bit of “behind-the-scenes” code into your Web site. It’s painless. Once that’s in place, we start recording your visitors’ activities – from keyword searches and geographic location to how they found your Web site. Together we can see how long people visit your pages, how long they stay, what they look at and much more!

With BLASTmedia’s Web traffic monitoring service, you have one more way of ensuring you are getting the most out of your PR investment.

Measuring PR’s Impact

By | Industry Perspective | No Comments

When prospective clients begin to consider PR as a key marketing tool, we’re often asked:

How do you measure PR, and how do I know that it’s working?

It’s a great question and one that deserves a detailed answer.

The PR traditionalists will tell you to tally up the column inches (or airtime) of your media coverage and multiply that by three times the amount of what comparable advertising space would cost.

For example: if a half-page advertisement in PC Magazine costs $35,000, a resulting half-page editorial article would be valued at around $115,000.

This logic suggests that — if the message gets to your audience via editorial channels — it has a greater value than a paid advertisement because editorial coverage delivers a credible, third-party endorsement. It’s a straightforward concept (and one whose logic has merit).

But we don’t think that’s quite good enough for our clients.

As a result, BLASTmedia has taken a progressive view of PR measurement through the development of our Web traffic monitoring service – a new feature that goes into effect the first week of your PR campaign.

stats.jpg
Sample screenshot of BLASTmedia’s Web traffic measurements

WHY IT WORKS
If you’re marketing a high-tech product or service, we’re going to assume that your Web site serves a vital role in your marketing and sales activity.

So, with visibility into your site’s traffic (page views, unique visitors, referral links, conversion rates, etc.), we’re able to gain deep insights into the impact that the media coverage we generate has on your business.

With shared access to these reports, we’re able to identify opportunities to optimize your media relations campaign, focusing on the approaches that are most effective in driving traffic (and ultimately, sales.)

HOW IT WORKS
We place a small bit of “behind-the-scenes” code into your Web site. It’s painless. Once that’s in place, we start recording your visitors’ activities – from keyword searches and geographic location to how they found your Web site. Together we can see how long people visit your pages, how long they stay, what they look at and much more!

With BLASTmedia’s Web traffic monitoring service, you have one more way of ensuring you are getting the most out of your PR investment.

Lady (Go Danica!) and Gentlemen, START YOUR ENGINES!

By | Industry Perspective | No Comments

Indy 500

This weekend, droves of race fans made their way to Indianapolis for the 90th running of the Indy 500 race. Mingling with the millions of race fans were countless celebrities, all in town to catch the world’s largest single-day sporting event. The BLASTmedia team spent the weekend hitting up various parties, tailgates and media events, and had a great weekend soaking up all of the activities.

Using our connections (both personal and client-related), we made an appearance at the Gelo Ultra Lounge Pure Rush party, Carburetion Day, and even got access to the “pit” to talk to members of the Chip Ganassi racing team. Wherever we went, we managed to get up-close-and-personal with all of the VIPs…

As professional “bloggers,” Lindsey and Sabrina scored press passes to the Gelo Pure Rush party, along with Rupert from Survivor, IRL driver Scott Dixon, Edward Herrmann from Gilmore Girls, and various Colts players.

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Heidi went to Carb Day and got cozy with Greg Vaughan and Jason Thompson from General Hospital, and also caught the “Pit Stop Challenge” with the Chip Ganassi pit crew.

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Finally, we put together a BLASTmedia tailgate on race day and enjoyed the sun (although it was a brutal 90 degrees), people-watching and a few serious Cornhole matches…

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24 Hours Into Our Latest Experiment

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Emerging forms of media like podcasts, RSS, blogs and social networking may not be on everyone’s radar – but they’re on the rise, and the media relations world needs to take notice.

One of the biggest things that we’ve learned through interacting with these emerging media outlets is the importance of participation.

You don’t talk about it. You do it.

And the more you do it, the more you understand it.

As these forms of media continue to grow, we see the emergence of new thought leaders, new evangelists, new critics. It’s a fascinating phenomenon.

With those things in mind, we just launched an experiment that was designed to help us better understand user generated content – the material produced by (and made available to) the masses by sites like YouTube, MySpace, and the rest of the Blogosphere.

The experiment is in the form of a video parody of Fox’s hit TV show 24. (Apologies to those unfamiliar with the show – the piece’s “humor” comes from lampooning some of the signature elements of the show.) We produced it and launched it on YouTube.com the day after the show’s season finale. You can see it by clicking the link below (some may be able to access at the bottom of this post as well):

http://www.youtube.com/watch?v=WFTTDz-HH8g

So far, in the first 24 hours, there have been over 1300 views of the 90-second clip. That’s over 30 hours of viewing in total.

It seems significant (not necessarily by itself). But when you consider the number of videos that are posted to the site each day (multiplied by the number of viewings of each one), you start to realize that user generated content is worth paying attention to.

Stay tuned for more as this experiment continues to unfold.

Play On, Player

By | Industry Perspective | One Comment

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BLASTmedia spent some time at E3 last week to check out what was new in the gaming world. What a crazy show! It was true sensory overload with costumes, flashing lights and pumping music. In addition to the long lines for new games and interesting characters, we also took notice of a few small companies making big waves. Some of our favorites…. Phantom EFX showed off their latest casino simulation PC games, GestureTek allowed us to jump right into a game and Novint brought 3D touch to gaming.

More E3 Photos

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Home Sweet Home: Indianapolis named Top 10 City

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In a recent Forbes list, Indianapolis came in at #10 as one of the best places to work and live. The “Circle City” has living costs 16% below the national average, which allows residents to have a high purchasing power. Eli Lilly, which is headquartered in Indianapolis, is planning to create more jobs, and construction of the new Colts stadium will allow for an increase of construction jobs.

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BLASTmedia is located just outside of Indianapolis, and we couldn’t agree more! The Indy metro area continues to keep growing. The month of May especially adds excitement with the Indy 500 — the largest single day sporting event in the world!