As I stated in the previous post, the public relations agency “Orca Communications” specializes in working with inventors and entrepreneurs. They understand that many of the people in this field don’t have large sums of money to spend on publicity. And that’s why they’ve developed special options and deals – because as Ann says, “Our philosophy is that you need media coverage to take your product to the next level. Not having the resources to do so shouldn’t be the reason you aren’t.”
Orca Communications offers free advice and helpful tips on their website, www.orcacommunications.com. And for those that truly don’t have a budget to work with, they’ve established “America’s Best Invention Contest”. A winner is selected each month throughout 2008, and as a reward, is included in one of Orca’s “Best Product Campaigns” for free. The grand winner, selected at the end of the year, will receive a free individual national campaign.
In addition to the free advice and contests Orca offers, I was impressed by their actual paid services as well.
“About six years ago, we realized that most people couldn’t afford a national campaign. So we decided to try to level the playing field, and give small start-ups the same opportunities as larger players. We use group campaigns that feature ten to fifteen products together. Over three months, we place the products in magazines, radio, television, you name it. It’s a blockbuster campaign for a bargain,” Anne explained.
And how much does that three month group campaign cost? A little under four thousand dollars.
I did some investigatory work on the Orca site and was impressed by the breadth of their work. For that sum, your product seems to be placed nearly everywhere!
Anne gave me some examples of success stories at Orca.
“One of our clients was the inventor of the original clean shopper, the grocery cart liner that products children who are sitting inside from germs. After we featured it in our “Best Kid’s Products” campaign, it exploded. She’s been on Good Morning America, featured in TIME, as well as nearly all other stations and papers. This once mom-inventor now runs a multi-million dollar company. I’ve heard her say that she attributes a lot of her success to PR. We could really tell a story around her product – it made people care, and it was topical around the flu season, health, etc.”
I know first hand the power of public relations. After my episode on the Donny Deutsch show aired, I received phone call after phone call. People still tell me today that they’ve seen it!
Your product could benefit enormously from some exposure. Research what works for you.
Listen to the entire audio interview with Ann Noder here
Just in case you missed it, here’s part one of this article.