A media tour is a media tour is a media tour. Unless you're Dave Wellman - in which case a media tour is a chance to drive a big rig.
A veteran food marketing editor, Wellman still recalls the job offer he received in 1993 - to become a truck driver. Epicurean magazine Cooking Light planned to host a driving tour of America to bolster its share of readers and educate consumers about healthy lifestyle habits.
Wellman remembers the trip fondly and continues to plug the media tour in his publication, Supermarket Business.
A nice plug, to be sure, but that's not the only return Cooking Light has seen on its investment. Media attention has risen steadily since the launch of the first media tour in 1996, and last year's tour garnered more than 18 million impressions in TV, radio and print.
Keeping it Fresh
While most media tours constitute hours of sheer boredom followed by hysterical marathons of back-to-back meetings, Cooking Light magazine puts a new spin on the concept. Yes, the magazine's editors travel to the cities and towns where their readers live. But once they're in town, their readers come to them - or, more specifically, to check out their custom-designed, converted 18-wheeler, and the aromas wafting from it.
Tour promotions involve more than just a phone call and a press release. The Rosen Group, the New York firm that has handled Cooking Light's account since 1987, prides itself on pitching fresh ideas.
Over the years, Cooking Light tour tactics have evolved to keep consumers, retailers and the media interested. Tour planners are diligent about trashing those that have passed their expiration dates. This year, the tour (formerly known as "Ask Cooking Light") was renamed "On the Move" and truck graphics, signage and promotional materials were redesigned. The truck now features a free sampling area where consumers can enjoy low-fat foods from tour sponsors such as Healthy Choice, Bird's Eye, Hormel and Dannon.
Naturally, The Rosen Group pitches tour details to industry trade pubs such as Ad Age, Ad Week, Brand Marketing, and Supermarket News. But in local markets, pitches feature much more than your standard fare press releases and media kit.
"We contact local radio stations in each market and ask them to announce the tour dates, times and locations in exchange for Cooking Light cookbooks for on-air promotions," says Gina Iovino, PR account executive for The Rosen Group.
Additionally, the Rosen Group contacts broadcast outlets and arranges for Cooking Light editors to make guest appearances around town, usually preparing recipes directly from the truck. Sometimes a local weatherman is invited to broadcast live from the tractor-trailer.
Media Feeding Frenzy
Chris Allen, publisher of Cooking Light, has seen a growing number of sponsors and the tangible increase in publicity. The magazine's editors, who are frequently asked to comment on health, fitness and cooking issues, now appear regularly on the Today Show and are often quoted in various syndicated columns. The Rosen Group also assists in promoting the magazine's experts and in pitching these opportunities. Details of the actual road tour are handled by MarketSource, an event planning firm located in Cranbury, N.J.
Cooking Light has seen additional benefits from the tour in terms of increased awareness among readers and enhanced relationships with advertisers and retailers. Roughly 30 percent of "On the Move" sponsors renew their commitments each year, Allen says. Many have noted sales increases for products featured on the tour.
In 1998, an informal poll of local grocery chains revealed that more than 64 percent of local store managers noticed an increase in sales of items featured on the tour. Though the magazine does not track subscriptions as a result of the tour (tour operators do not even promote subscriptions on the truck) Allen believes overall awareness and readership is up. Currently, Cooking Light boasts over 6.5 million readers.
Where the Rubber Hits the Road
Iovino notes that pitching the tour gets a little easier every year. The challenge is to coin new angles that will hook the ever-fickle tastes of consumers and the media. She offers some tips for planning a successful media tour:
- Know the market's lead time. Typically, the larger the market, the longer the lead time. For example, television producers in key markets such as New York should be contacted one to two months ahead of the event. Whereas, when booking in Birmingham, Ala., two to three weeks is usually sufficient lead time.
- Identify and appreciate each market's key characteristics and plan media pitches accordingly. New York, for example, is very news driven so broadcast media may be more difficult to secure for a special promotion, whereas print or radio may be more receptive.
Cooking Light's "On the Move" tour is cruising south now, with stops planned in North Carolina and Alabama. Going local provides more chances to meet and win customers.
And wherever there's free food, there's free press.
(The Rosen Group, 212/255-8455; Cooking Light, 205/877-6000; Supermarket News, 212/630-4750)
Tour Scores
Total Media Impressions
1998 - 18 million; 1997 - 15 million
Total Corporate Sponsors
1999 - 13; 1998 - 12
61% of tour visitors said they plan their supermarket trip around the time and location of the tour. 72% said they plan to try the corporate sponsors' brands. 91% said they plan to use the product samples featured at the event. 77% told others about the tour.
percentages based on surveys of 1998 tour visitors