Wednesday, 17 October 2007
Earned Media-the perfect press (o) release
Earned Media. As an entrepreneur those two words mean getting the biggest bang for your buck. Earning media does not come easily--you truly have to earn it.
The secret to getting press to pay attention to what you have to say is a great hook. Just like a good fishing lure your hook has to attract the media, get them to bite and then all you have to do is reel it in.
Last week I was meeting with my Presso Partner, Mr. Prince, over a Pizza. "If only we could get some press" , Mr. Prince said with the hunger of a man who had not had a decent meal in a month. We spun and flipped a few ideas around about how to get the press to write about our precious Presso coffee machine. Then we came up with the perfect angle and its colour was Green.
Earlier that day I introduced Cameron to one of our favourite clients, Kelvin Davies of Rainforest Rescue and Rick Christian an invaluable Rain Forest Rescue board member. During our chat the term Green Wash came up and we talked about the demand for brands that are doing things to improve Green House Gas emissions.
My experience is that you can best judge the size of the fish you might catch by the headline in your press release. Here was ours after a few variations: CLEAN GREEN ESPRESSO MACHINE. Cameron and I took notes and talked about the unique features of our powerless espresso machine and how they translated into relevant angles to support the environmentally friendly nature of the Presso. We filled up pages with powerful points and powered our pizza down so we could get back to the studio to pound out our press release.
Within an hour Cameron had measured the energy required to make an espresso with a Presso and researched the amount of energy typical powered Espresso machines require. Excitement filled the air we googled and found facts and figures that supported our headline. We knew this bit of information would get us some bites and with any luck earn us some nice juicy media:
The Presso uses less than 1.2W of power to make an espresso. In “off” mode the average espresso machine tested by NAEEEC (The National Appliance and Equipment Energy Efficiency Committee) used a whopping 1.8W.
We passed our rough as fish guts press release over to our Bush Marketing copywriter and editor Kaleigh Wisman.
Here is a copy of the press release we sent out today using one of our best bush tools AAP Medianet.
For Immediate Release
17 October, 2007
CLEAN GREEN ESPRESSO MACHINE
There is now an Espresso machine available in Australia that uses less energy to make a coffee than regular electric machines use when they are turned off.
The Presso uses less than 1.2W of power to make an espresso. In “off” mode the average espresso machine tested by NAEEEC (The National Appliance and Equipment Energy Efficiency Committee) used a whopping 1.8W.
Presso has the smallest carbon footprint in it’s class- more like a fingerprint than a footprint. One espresso made with the PRESSO after boiling your domestic 2200 watt kettle costs under 0.02 cents per day. “You’d have to make more than a hundred PRESSO espresso’s before your energy supplier rounded up the charge to 5 cents,” said Cameron Prince of Presso Australia.
The NAEEEC conducted comparative studies of espresso machines, the well-known energy guzzlers. After these studies targets were set for energy consumption in “standby” and “off” modes for all Australian machines. The target was set at 1 W by 2007.
Patrick Hunt, the designer of the Pressso, says the materials he has used to create the PRESSO will out live us all. The multi award winning design will satisfy the most discerning connoisseur of coffee while limiting energy consumption.
For more information
www.pressoaustralia.com
Call Cameron 02 6684 9400 or
Greg Cromwell 0447755440
presso@bushmarketing.com
Stay tuned to see what our Press o Release earns.
19th November, 2007
Within minutes of sending out the Presso press release the phone started ringing. We had a local magazine on the hook for a story, but even better a writer for a google sydication and major magazine was keen to spread the green news. It was all too good to be true. And it was.
When the google writer followed up she wanted to confirm that we had a minimum of 16 people in our employ and that our annual sales were in excess of $1m. Very depressing...we had the biggest fish ever on the hook and they just spit us out.
Patience is a virtue, good things come to those who wait: both of these sayings have come true. This week we have had calls from a magazine who wants to feature the Green Story about the Presso in March 2008 and a very nice freelance writer has just called looking to feature the Presso in a major national newspaper.
The secret to getting press to pay attention to what you have to say is a great hook. Just like a good fishing lure your hook has to attract the media, get them to bite and then all you have to do is reel it in.
Last week I was meeting with my Presso Partner, Mr. Prince, over a Pizza. "If only we could get some press" , Mr. Prince said with the hunger of a man who had not had a decent meal in a month. We spun and flipped a few ideas around about how to get the press to write about our precious Presso coffee machine. Then we came up with the perfect angle and its colour was Green.
Earlier that day I introduced Cameron to one of our favourite clients, Kelvin Davies of Rainforest Rescue and Rick Christian an invaluable Rain Forest Rescue board member. During our chat the term Green Wash came up and we talked about the demand for brands that are doing things to improve Green House Gas emissions.
My experience is that you can best judge the size of the fish you might catch by the headline in your press release. Here was ours after a few variations: CLEAN GREEN ESPRESSO MACHINE. Cameron and I took notes and talked about the unique features of our powerless espresso machine and how they translated into relevant angles to support the environmentally friendly nature of the Presso. We filled up pages with powerful points and powered our pizza down so we could get back to the studio to pound out our press release.
Within an hour Cameron had measured the energy required to make an espresso with a Presso and researched the amount of energy typical powered Espresso machines require. Excitement filled the air we googled and found facts and figures that supported our headline. We knew this bit of information would get us some bites and with any luck earn us some nice juicy media:
The Presso uses less than 1.2W of power to make an espresso. In “off” mode the average espresso machine tested by NAEEEC (The National Appliance and Equipment Energy Efficiency Committee) used a whopping 1.8W.
We passed our rough as fish guts press release over to our Bush Marketing copywriter and editor Kaleigh Wisman.
Here is a copy of the press release we sent out today using one of our best bush tools AAP Medianet.
For Immediate Release
17 October, 2007
CLEAN GREEN ESPRESSO MACHINE
There is now an Espresso machine available in Australia that uses less energy to make a coffee than regular electric machines use when they are turned off.
The Presso uses less than 1.2W of power to make an espresso. In “off” mode the average espresso machine tested by NAEEEC (The National Appliance and Equipment Energy Efficiency Committee) used a whopping 1.8W.
Presso has the smallest carbon footprint in it’s class- more like a fingerprint than a footprint. One espresso made with the PRESSO after boiling your domestic 2200 watt kettle costs under 0.02 cents per day. “You’d have to make more than a hundred PRESSO espresso’s before your energy supplier rounded up the charge to 5 cents,” said Cameron Prince of Presso Australia.
The NAEEEC conducted comparative studies of espresso machines, the well-known energy guzzlers. After these studies targets were set for energy consumption in “standby” and “off” modes for all Australian machines. The target was set at 1 W by 2007.
Patrick Hunt, the designer of the Pressso, says the materials he has used to create the PRESSO will out live us all. The multi award winning design will satisfy the most discerning connoisseur of coffee while limiting energy consumption.
For more information
www.pressoaustralia.com
Call Cameron 02 6684 9400 or
Greg Cromwell 0447755440
presso@bushmarketing.com
Stay tuned to see what our Press o Release earns.
19th November, 2007
Within minutes of sending out the Presso press release the phone started ringing. We had a local magazine on the hook for a story, but even better a writer for a google sydication and major magazine was keen to spread the green news. It was all too good to be true. And it was.
When the google writer followed up she wanted to confirm that we had a minimum of 16 people in our employ and that our annual sales were in excess of $1m. Very depressing...we had the biggest fish ever on the hook and they just spit us out.
Patience is a virtue, good things come to those who wait: both of these sayings have come true. This week we have had calls from a magazine who wants to feature the Green Story about the Presso in March 2008 and a very nice freelance writer has just called looking to feature the Presso in a major national newspaper.
posted by bbm
