If you’re looking to promote a new product or service to a very wide audience, then hitting the road for a press tour might be the way to do it. Whether it’s a new film, a book, or a sports team, getting the stars of the show in front of cameras and interviewers is a powerful means of getting the message across, especially if you’re psychologically prepared.
So, what distinguishes a good tour from a great one? Let’s look at a few of the essential components that will surely make the difference.
Obviously, if you’re going to be traveling from place to place on a tour, then you’ll need a means of transporting yourself. Different forms of transport will present their own distinct advantages. If you’re going international, then it might make sense to hire a private jet. That way, you aren’t going to be bound to a commercial airliner, and vulnerable to delays.
When you’re arranging transport, you should consider not only transport and logistics but the personal preferences of the people you’re transporting. After all, you want the talent to perform well once they’ve reached their destination.
Choosing the locations you’ll stop at along the way is similarly critical. You’ll want to pick locations that match your brand, and which can be easily reached by your would-be audience. If your product is a piece of consumer electronics, then you might decide to target specialist tech publications, and in the process ignore more general-audience ones. Don’t make this mistake – do your research thoroughly.
You’ll also want to think about the cost of visiting certain locations, and hiring certain venues. Think about venues that closely align with your theme. If you’re offering something niche and quirky, then go for a smaller venue with a sense of historical weight behind it.
You should have devised a list of trusted media, which you’ll now be able to leverage. Consider who among your connections will be most interested in your tour, and who is most valuable to you. Don’t just pitch in an offhand, scattershot manner; instead, be precise, and go through your list methodically, having contingency plans for every person and organization to whom you’re pitching.
Putting together a press tour at the last minute can be tremendously stressful. You want to ensure that everyone you’re targeting will actually have the capacity to accommodate you. Ideally, it’s a good idea to plan around six months ahead. This will allow you to react and make alternative arrangements in the event that things should go wrong. It’ll also give you the best possible chance of avoiding scheduling conflicts, and getting the venues and speakers you want. The more complex and elaborate your press tour, the more advanced planning you’ll need!