Earned media drives awareness
It was 2011 when a young entrepreneur had the idea to make scented candles with “man-friendly” smells. Think fresh-cut grass and bacon. This middle schooler didn’t just make candles, he made them out of soup cans that had been used to feed the homeless. Man Cans evolved into the “One Candle, One Meal” mission and its young entrepreneur’s story took off and drove sales. This was driven by earned media, which started with a pitch to a local Columbus TV assignment desk editor and culminated in placements in USA Today, Family Circle, Entrepreneur, Huffington Post, and more. The product was featured on The Today Show and the DIY Channel, and its young CEO had interviews on shows and networks like The Mark Probst Show, George Lopez Tonight, Nickelodeon and The Steve Harvey Show.
For another Purposeland client, Huddlewoo, earned media was a way to raise awareness of the startup’s highly complex proposition of connecting people with mentors online to have helpful conversations. The technology startup space is a highly competitive and saturated marketplace, and a small startup needs earned media to build credibility. Purposeland earned placements in technology media and took advantage of SXSW Interactive to set-up meetings with reporters, such as Walt Mossberg (at the time with the Wall Street Journal).
Earned media starts with strategic planning ensuring a highly-targeted media list is developed and smart, creative pitches are crafted. For companies looking for entry into the marketplace, earned media allows for a platform that builds credibility through enterprise journalism and raises awareness of products and services.