Heidi Kindberg Goss of Los Angeles, California writes:
” ‘Yoga Ma Baby Ga’ is a unique DVD. Our original picture-in-picture format provides a complete 55-minute yoga routine in the lower corner of the screen at the same time engaging images for a baby fill the rest of the screen. How can I get this across in writing?
“Everyone who sees it at http://www.downdogproductions.com/DVDcover.html gets it and loves it. But it’s hard to grab the attention of those that just hear ‘another yoga DVD’ and tune out. I think this format will revolutionize the way moms can get back into shape at home, with their babies by their sides.
“But in order to do that, we need to be out there! I’ve sent press releases, done a local news guest segment, gotten reviews, created an interactive website, have product placed in a few specialty stores, done expos, etc.
“But I need that Big Thing. What am I missing? What’s one huge thing that might put us on the map? Please help, Hounds.”
Not to rain on the parade, but some people contend that the new social media emerging (like blogs) is not at all about the Big Thing – but rather the aggregate result of lots of small things. That said, this vid has a great trailer! You might consider puting it on YouTube, engaging some yoga and mama bloggers in conversation (see, for example http://technorati.com/blogs/motherhood ) and offering them the short code snippet that will alow your video to be shown on their site. Trying to get bloggers to cover your product can be difficult, but the bottom line is reading their blogs before hand and really engaging with them. Beyond that, I’ve bookmarked the best resources I’ve found for pitching bloggers for coverage at http://del.icio.us/marshallkirkpatrick/pitchingbloggers
Good luck!
Kudos for your publicity successes so far. I may take a step back from that one huge thing and hit several big things. Your DVD sounds appropriate for a variety of pregnancy/parenting magazines. Also, the time’s almost ripe for getting your DVD profiled in holiday gift guides in a slew of consumer magazines.
Finally, consider doing online publicity through message board postings. Moms-to-be and recent moms are often exchanging information and advice online (one of the few things they CAN do while taking care of their little ones.) Make sure your posts aren’t too promotional though (a lot of popular boards like ivillage.com moderates and polices for spam-like messages.)
[…] Joan Stewart at the Publicity Hound blog wrote today about a mother/child yoga DVD that needs help with online marketing. The DVD producer ends her request for advice with the following: […]
My first thought is to build relationships with patient education directors at local hospitals to see if you can have it incorporated into well baby classes women attend before they give birth. A sample could be played in one of their sessions that deals with the topic of mother’s post-partum health. Include a coupon.
Another thought — see if you can team up with Enfamil or Similac to get a coupon dropped in the “free stuff for new mommies” bag that every woman receives in the hospital after giving birth.
Good luck! I’m going to mention this product to my wife who is at home right now with 4 month old twins!
Create a few story pitches that do not directly aim to create publicity for your product, but will have some appeal as a way to help Moms. Most moms feel like they just don’t have the time to exercise or feel guilty that they are neglecting the little one. Seek out some data about post partem issues and provide these stats to the local media with a mention of your product (and perhaps some others) that help mom conduct a regular lifestyle while still keeping the tots engaged.
Easy “Big Thing” – Mother’s Day!
Longer term “Big Thing” – a great gift for new mothers. You don’t say if this is for mothers who have already done yoga or are new to it, but I know my sister would love to give this to me in October after my own Big Day. Hint hint hint…
Good luck with your sales – I’m sending her the link so she can order me a copy.
The Big KaChing!
One thing I constantly have to work at is not expect to come up with the one Suped Duper Mega Turbo Charged idea that ‘ll put me over the top.
Instead look for a lot of Junior Whoppers that’ll get me just as full but might take a little longer to do it.
But that’s me cus’ I’m not Super(PR)man.
And on that note because I’m not my best weapon, if I chose to accept it, is persistence.
Keep getting your message out there somebody will notice.
Finally, if you need get engaging images in print then think about using a copywriter that’s what they are good at.
I can recommend a few to you if want.
The Big Thing isn’t necessarily the Best Thing anymore. The market is saturated — with yoga videos, yogurt, yo-yos, and everything else you can think of. And worse yet, the heads of consumers are saturated, too, with a bunch of phony messages crafted by marketers seeking the next Big Thing.
My suggestion is this. You know your core audience. Think about what they want. They’re new moms looking for sleep, relaxation, calm, and peace. So give it to them. Start yourself a blog that gives them tips on relaxing. Tell them stories about your own life, and the lives of others. Let them tell stories about that peaceful moment when their child fell asleep in their arms. Make your site the place where they gather to think relaxing thoughts — to get away from it all. Start a podcast on that very subject.
If new moms really want what you’re selling — relaxation and a little peace — then show yourself an authority on that subject. It’s not easy, but over time, that relationship becomes your Big Thing.
Tie into the celebrity baby boom. Pitch your DVD to national programs (Today, The Early Show, Ellen, Montel, Oprah, Good Morning America, etc.) with a tagline like, “Angelina, Britney and Heidi can get their superstar figures back with the help of a personal trainer. Most moms can’t afford that luxury. We’re here to help.” You might even tie in with other products that will “spoil you and your baby” like celebrities without the celebrity price tag.
Sounds like a terrific product! Good luck!
I also applaud you for your marketing successes and your DVD sounds like a great concept.
Here are a few recommendations:
Most people are submitting search engine optimized articles to article directories. By submitting content articles, not directly advertising their services, an expert is able to show their knowledge on a particular subject and provide a resource box with their url so people will find them.
Many web masters are seeking content articles for their web sites. Your content article may be selected as content for a Yoga web site. When your article is selected as content, you’ll receive free traffic since your url is mentioned in your resource box. You may want to do a search on Article Directories to find out where you can submit your content articles.
I offer free article submissions at our article directory at http://www.militarytransitiontips.com as a place where people can submit articles for people transitioning out of the military. My readership is also for mainstream readers as well.
If you’d like to submit more than one article on Yoga, I’ll gladly make a subcategory under my health section for you. Let me know if this is something you’d like to consider. Search engines are hitting our directory daily since it’s a brand new directory. So your articles will make the search engines eventually.
Another solution would be free classifieds at Interking Classifieds and US Free Ads. Both of these free online classifieds offers free ads and the ads become search engine optimized web pages with your ad. This is another tip that’s very effective and free. Be sure to select a title for your classified that is a popular search term on the search engines. This will give you huge exposure since the free classified sites have many back links.
Hopefully I’ve been able to provide a marketing solution for you and best wishes with your endeavors.
Terrific product! I wish I’d had it after giving birth to my twins 5 years ago.
Here’s an idea that has always worked for me: tie your product to an emerging issue that we are dealing with socially. In this case you might try relating your product to the growing problem (no pun intended) of childhood obesity. Position your product as a teaching tool for children by finding an expert that will state that creating a habit or appreciation for exercise among children starts with having that habit demonstrated by the parent.
Parents are always concerned about creating a safe and healthy environment for their kids and are more than focused on their child’s future. No parent wants their child to grow up to be grossly overweight or morbidly obese with innumerable health problems.
Another idea building on something someone else wrote above, if I recall correctly one of the anchors on Good Morning America just gave birth. Send one to her office and ask that it be sent to her home. She might very well appreciate it and could say something about it on air when she returns.
Good luck.
I was wow-ed when I read about your product. I’m the mom of a 15-month-old and 3-year-old and my first thought after reading about Yoga Ma Baby Ga was that I had to forward the information to all of my friends with babies. An important target market for you is the new-mommie, playgroup grapevine! Post information about your video on the mommy meet-up virtual community message board (www.meetup.com), which hosts playgroups all across the US. Don’t forget to post to Craig’s List (www.craigslist.com), especially in the kids & babies section.
Also, go to your local library, community center or YMCA and offer to put on weekly a 1-hour class. Moms will bring their babies and work out together. You could certify Yoga Ma Baby Ga teachers and fan-out classes all over the country.
Religious Yoga
Caught a news report on tv that some Catholics enjoy yoga but not Buddhist chants that come along with it so what did they do?
They changed the rules.
Replaced traditional yoga chants with in this case Christian hymns.
Perhaps if you are comfortable with it you could rework your Yoga DVD for such niche markets as Christians, Kabbalah, Jewish and Protestant.
I would VERY HEAVILY stress trying to partner up with another ‘maternal product’ and even include yours as a giveaway if you can access the ‘opt in’ list of buyers.
Spread your net wide and be willing to take a loss on the front end to collect riches on the back!
-kevin