When in 2004 Oprah listed her bakery as one of her favorite things Lori was warned in advance that she would be ‘slammed’ with orders “I didn’t know what slammed meant” Karmel says. "I thought it meant a few hundred orders." but she was not prepared for what followed, as being a feature on Oprah’s show was the mother of all media blitzes. A source for Stream Advertising has said “Lori Karmel is a small business owner, she has what she needs to help her business function, When a big celebrity like Oprah promotes your product you have to be prepared for what follows of course no one really expects it to be as bad as it gets but when you have so many admirers who follow your every footsteps as Oprah does then you have to take unto consideration the positive and negative points.”
The cake shop's shared Web server couldn't handle traffic and its site went down repeatedly. The mailboxes for three phone lines filled to their 45-message capacity every few minutes. Employees resorted to returning customer calls from home phones. Six years later and Karmel is still learning about limits. She recently sold 2,000 of her signature cakes in one hour on QVC. When asked if she could return in December to offer 3,000 more, she had to decline. "Everything we do is by hand," she says. "It's physically not possible to take it on during fourth-quarter season."
For business owners like Lori a media blitz if handled the wrong way can be the rise or fall of their company or if that doesn’t happen they could find themselves at the centre of a controversy. When the story catches fire, you can crash and burn—or you can bask in the glow. Here's how to make the most of your moment. A source with Stream Advertising has said, “handled the wrong way a media blitz can completely crumble your business, company owners must always remember that if they feel the pressure is getting to much they must turn away as the consequences many companies face is dire.”
1. Be ready with a media kit: have a bio, photos, a fact sheet and a pitch letter on your website.
2. Prepare your website for a big traffic boost.
3. Streamline your commerce process: coming up with a best-case scenario and a worst-case scenario, so manufacturing can quickly be ramped up if needed.
4. Prioritize interviews.
5. Perfect the message: In any campaign, leave your customer with a good feeling
6. Strive for calm.
7. Set up appropriate filters: focus on only you can do – delegate everything else.
8. Comment carefully.
9. Offer extras to the press and potential clients: this helps increase your business with the right people.
Stream Advertising a successful Belfast based sales and marketing company can relate to this kind of scenario. The Managing Director goes further to say, ‘following a clear system is important – I would lose my head if I didn’t follow a clear action plan for my business. A saying that I stand by in all aspects of my life is – failing to plan is planning to fail.’
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Stream Advertising Services vision is focused on penetrating new customer markets for our clients. We do this by implementing sales campaigns tailored to our client's needs and designed to increase customer acquisition.