Getting back to the basics is one step Cutex Nails, America’s nail polish removing company, and Black Twig have taken together.

Traditional media tours are still as powerful and beneficial tools for companies. Cutex landed multiple hits in women’s interest magazines and a national spot on the Today Show.

A media tour is an excellent technique to make your product known to its target market. This was especially crucial for Cutex with the product launch of the Advanced Revival under way. A critical resource in PR is building strong relationships with editors, writers, reporters and bloggers in your targeted audience. Meeting your industry’s influencers face-to-face is crucial for a long lasting relationship and demonstrating your service or product. Media tours allow editors and others to meet the brand and get to know the product.

With the help of Black Twig’s staff, Cutex was able to arrange multiple meetings with key beauty editors. Cutex was prepared with key scientists ready to back up their new product claims with documented research and Black Twig staff to help interact with the editors and others to get the coverage of their new product. The results of the media tour were outstanding. When all is said and done Cutex’s target audience will know more about the products and their benefits.

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Turning Earned Media into Long-Term Marketing Assets

Earned media is more than exposure; it’s third-party validation that builds authority and credibility. Instead of treating a media “hit” as a one-time promotion, you can transform it into website authority content, a social media series, a conference sales tool, and a client engagement opportunity. These actionable strategies extend the shelf life of your media coverage and maximize its ROI.