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By: Maria L
Channels Used to Reach Media
Press Release Company website
Blogs Third Party Endorsement
Pitch Letter
Press Release
Product launch press release Will introduce product
Explain how to get started with the process Explain how easy and effective it is
Provide details about product Contact information
Reach local and national media Use Cision to reach media contacts and get press release in the right
hands By sending out release, hopes to heighten awareness of product,
create a buzz, get new clients interested. May spike non using dentists to enlist in the product through client
buzz
Sample Press Release
Channel: Company Website ‐Pa:ent Blogs
Updated by trial participants Features Before and After pictures
Chronicles overall experience with product High impact, large reach potential with very
low cost
Channel: Conference Calls and Web casts
Broadcast a live procedure Patient and Dentist available post
procedure to answer questions Can be viewed easily by Dentist across the
nation Large Reach potential with little cost
Reaches audience efficiently and effectively
Channel: Third Party Endorsement We will team up with Crest company as our Third‐party endorsement.
Crest is a leading & known brand in the dental world Teaming up with Crest adds credibility to our product. Crest has brand recognition & loyalty– helping gain more customers for the Snap‐On Smile.
Crest can contribute their product for clients and partnership companies.
The products will provide clients with necessary tools in taking care of their Snap‐on smile.
Channel: Pitch LeAer Use Cision to find journalists/editors who cover
innovations in the field of dentistry and more specifically, dental implants
Hopes to reach many dentistry publications Heighten awareness to public of easy alternative to painful
implants Have a overflow of patients requesting Snap‐On Smile Pitch letter will give the greatest chance to get the
information about the product into print Through this we can build relationships with journalists/
editors to help further the success of the company.
Sample Pitch LeAer
Cost/Impact Analysis Press Release: very inexpensive, may be time consuming. Press Release will be of high impact on the media, this will
launch the new product to them and get the media buzzing.
Company Website: low cost, high impact. People can log in at any point in the day to read up on the product. Using pictures, and including success stories will increase the impact as well by adding credibility.
Conference calls & web casts: low cost, high impact & reach. This allows viewers all over the U.S to log on to watch a live procedure to show how fast & easy it is.
Cost/Impact Analysis II Third party endorsement: may be high cost, high impact. Dependant on the terms of the agreement and contract with Crest, Snap‐On Smile would need
to negotiate a deal with them. High impact on gaining the following of Crest consumers.
Pitch letter: low cost, high impact. One single pitch letter can reach thousands of people to get the
message across about the product.