Maximizing National Television Coverage

Our product is going to be featured on a national DIY show. How can we ensure we maximize this opportunity?

Getting national TV coverage is a major accomplishment and using that coverage to further your product’s credibility is an excellent strategy for continuing to maximize the opportunity.

There are a number of ways to take further advantage of the TV coverage.

1. If the segment hasn’t aired yet, ensure you get proper credit during the show. Ask if the DIY network will mention the website address, include the logo, show product packaging, etc. Sometimes networks have specific guidelines on what they can and cannot do. Therefore, talk with the producer to find out what you can do.

Keep in mind that working with a television show compared to media is very different.  Television shows/networks typically do not follow the same guidelines journalists do.  For example, journalists do not accept product over a specific dollar amount, they have to deliver a balanced story, etc.

2. Ask the producer if you can get a video clip of the segment. If not, you can typically get a clip of the segment from a video monitoring company. Once you get the video clip include it on your website and post it to your YouTube channel, as well as distribute it to retail buyers, non-competitive media, your email database, and use it at trade shows.

3. Include a tag on your home page with the show’s logo and a date of the airing.

4. Tweet and post Facebook messages about your product being featured on the television show. Break up the messages into different posts throughout the process. For example, today the DIY network is filming our product for a June [show name] episode.

5. If you are on set for the shoot, take photos and post those on your website, Twitter and Facebook pages.

6. Ask while you are on set if they know any of the other producers at the DIY network who might also be interested your product. Get their name and contact information.

7. Let the producer of the show know about additional products you manufacturer that might be of interest. It is possible they would consider those for a future segment.

8. Write and distribute a news release following the airing of the show with a clip of the segment.

The benefits of national television coverage include your product achieves credibility with a third-party, you gain product awareness and continue building the brand of your company/product. So the more you can maximize the coverage, the more benefits you will achieve.

Jennifer Manocchio

After starting her career with Edelman in Chicago, Jennifer joined Sweeney and quickly established herself as an exceptional industry innovator. In 2004, she opened Sweeney’s first full-service office outside of Cleveland and quickly rose through the ranks to become agency president. Jen leads by example and without fear. She has been critical to agency growth throughout the past decade and continues to lead the agency into the future.