TV Talk-Show Tour Extends Marketing Reach

Product spokespersons engaging in planned news and talk show tours can constitute welcome additions to the corporate marketing plan because television reaches people in a way sales promotions and personal selling cannot. The spokesperson must be chosen with care. The chosen representative must have the right combination of personality and expertise; a comely appearance probably will be a plus. If talent is not available in-house, authors may constitute a good source. Star celebrities can be very costly. Major network shows are not the only alternative; many local talk shows reach a great many people very effectively. Any show chosen should be researched carefully to determine reach and appropriateness. A publicity packet should be prepared to send to newspapers, TV stations, and other media on which the spokesperson might appear. Telephone follow-ups will be needed to assure bookings. The spokesperson should have a basic message to deliver, and the message should be repeated at all bookings.