I recently blogged on the top four questions people ask me about using Satellite Media Tours (SMTs) for product promotion. Today I’ll add a fifth: How does an SMT differ from an in-studio media tour?
In-studio product promotional tours are just that – on site, in person, in TV studios in several cities. The company organizing the tour will solicit the products and hire the presenter, usually a product expert from print or online media, or a known face from a soap, talk show or reality program.
A typical tour will involve 10 appearances, but could involve as many as 30. If you can find a tour that costs $10,000 for ten in-studio appearances, you should consider that a good deal, as you will often see 10 for $12,000 or $15,000. A mini-tour might be five appearances for $5,000, but those are harder to find.
I’m often asked, “How do I get my product on TV shows?” You’d be surprised how much product coverage on TV is vendor-sponsored or paid. That’s what “Promotional consideration furnished by Company X” means when you hear it at the end of a game show, or see it roll by in the credits of your favorite sitcom. That consumer gadget expert who appears on the morning chat shows? While he may not be paid directly by a company to hawk their products, it’s possible that the media company that organizes his studio appearances only secures “sponsored” products for him.
When I recommend my clients consider doing an SMT to get TV coverage, I usually get a puzzled, “an SM what????” Even when I explain that SMT is short for “Satellite Media Tour,” the fog doesn’t usually lift from their eyes. So herewith are my answers to the top four questions about SMTs:
- What’s an SMT?
- Why would you do one?
- What’s the average cost?
- Who are some of the vendors?