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Vol. 5, Issue 2February 2011
In This Issue
How to get an IAQ or Environmental Company Free Media Coverage
IAQ Video Network Releases New Videos & Upcoming Events
 
 
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Seen on IAQTV.com
 
Welcome to the Environmental Marketer.  
 
The mission of this publication is to bring you new ideas to help you grow your environmental business. 
 
If there are ever any future topics you would like us to discuss please drop me a note and we will attempt to address your topic in a future issue.

 
 
 
Cochrane & Associates is the only specialty firm delivering:

Marketing
 
Public Relations
 
Business Development
 
services directly to our industry and your business.
 

 
"Being able to touch so many people through my businesses and make money while doing it, is a huge blessing."
- Magic Johnson
 
"When two opposite points of view are expressed with equal intensity, the truth does not necessarily lie exactly halfway between them.  It is possible for one side to be simply wrong."
- Richard Dawkins
 
 
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C&A recommends:
 
 
IAQ Video Network
the place to post and view IAQ related videos

 
UltraViolet Devices, Inc.
advanced UV and molecular filtration for air, surface and water disinfection
 

ec2, inc.
environmental consulting & inspection services
www.4ec2inc.com


Clark Seif Clark

environmental & industrial hygiene services

Sussex Environmental

Health Consultants

environmental & industrial
hygiene services
www.sussexenvironmental.com


EnvironmentalReports, Inc.
environmental reporting and tracking software solutions


EMSL Analytical, Inc.
 for quality laboratory services and sampling products
 
 
 
The American Indoor Air Quality Council/American Council for Accredited Certification
for true industry certifications
 
  
 
Indoor Air Quality Association
the industry's trade association
 
 
 
Indoor Sciences
a premier IAQ course provider 
 
 
 
Legends Environmental Insurance Services
leaders in insurance products
 
 
 
IAQ Radio
the industry's live news source
 
 
 
Indoor Environmental Connections
the industry's news source
 
 
  

 
Cochrane & Associates are proud financial supporters of Habitat for Humanity International (HFHI) 
 
To learn how you can help make a difference in people's lives
 please visit

Media Coverage
Media Coverage
 How to get an IAQ or Environmental Company Free Television Coverage

 
 
In just a few days a number of companies will spend $3,000,000 for a 30 second commercial spots during Sunday's Super Bowl on Fox.  Many of these commercials were months in the making with enormous production budgets to match the $3 million advertising slots. 

 

Super Bowl aside, a typical 30 second national commercial is estimated to cost in the neighborhood of $350,000 to produce and 30 second spot on national television can cost in excess of $100,000. 

Running 30 second commercials for the local market (a typical half hour of television contains 22 minutes of programming, the other 8 minutes are comprised of 6 minutes of national advertising and 2 minutes of local advertising content) can cost anywhere from $100 to well over $1000 depending on the station and time slots the commercial will air.

Needless to say purchasing television exposure can cost a company thousands to tens of thousands of dollars even for just the local market.  With most companies in the indoor air quality (IAQ) and environmental industries being of medium to small in size, this cost is out of reach for many of them.

So how can a company that provides important IAQ or environmental services get television exposure without breaking the bank?

There is a little trick I learned during my years as the Vice President of Business Development for Aerotech Laboratories, Inc.  Each year there were certain times of the year that the local television stations would approach the laboratory about doing a news story. Usually these news stories would appear on the evening news or in special "investigative reporter" segments.

Eventually it became clear that the laboratory was being approach to participate in these news stories in conjunction with Nielsen Sweeps Periods.

Nielsen Sweeps Periods are specific times of the year that the Nielsen ratings collect viewing information from television markets across the nation. These ratings are what help determine how much television stations can charge for future advertising. 

With this being the case, stories about mold, bacteria, nosocomial infections, other pathogens, indoor air quality and other environmental concerns are often used as a big draw by the stations to get maximum viewership to boost their ratings.

2011 Nielsen Sweeps Periods

         February 3rd - March 2nd

         April 28th - May 25th

         June 30th - July 27th

Now that you know when the Nielsen Sweeps Periods are, here is a tip to get free media coverage for your IAQ and environmental company.  As with all media outlets the reporters typically plan ahead when possible.  Use this to your advantage by contacting the local television stations, and especially the individual reporters, a month before the Nielsen Sweeps Periods and suggest a news story that could be positioned by the station as a major story to draw viewers to boost their ratings.  

Think creatively about the types of stories your company could help with.  Perhaps suggest doing a story (where you are the IAQ expert) about IAQ concerns at the local airport (microbial concerns from a recent flooding event or concerns over airplane exhaust entering the terminals) or anything that would play well to the media.  If you think like a TV producer there are literally hundreds of potential stories you could weave your company and expertise into to gain free media exposure.

If you are successful at getting the media exposure be sure to keep in touch with your new media contacts as they will likely come back to you in the future for new stories or be open to additional suggestions you may have for the next Nielsen Sweeps Periods.

 

Cochrane & Associates, LLC, the environmental, mold, HVAC and indoor air quality industries' only dedicated marketing, public relations and business development consulting firm works with clients to develop ways to maximize their marketing efforts and ROI.  We also invite you to visit our newest venture, the IAQ Video Network www.IAQTV.com and submit any videos you may have for inclusion on the website.

 

  
For more information about how Cochrane & Associates can help your business, contact us at:

 

[email protected] 
602-510-3179

www.cochraneassoc.com

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Video Releases at:

IAQ Video Network

Coming Soon: 2011 Indoor Air Expo



Previously Released Videos

 

 

 

Upcoming Environmental Events 
 
conference
Places to Learn
  
2011 IAQA Annual Conference & Expo
San Antonio, Texas
February 15 - 17, 2011

66th Annual RIA Convention & Exhibition
Colorado Springs, Colorado
March 8 - 11, 2011

Pittcon Conference & Expo 2011
Atlanta, Georgia
March 13 - 18, 2011

NADCA 22nd Annual Meeting & Exposition
Las Vegas, Nevada
March 21 - 24, 2011

EIA 2011 National Conference & Exhibition
Savannah, Georgia
March 27 - 31, 2011
 
AIHce 2011
Portland, Oregon
May 14 - 19, 2011

Indoor Air 2011
Austin, Texas
June 5 - 10, 2011

ASHRAE 2011 Annual Conference
Montreal, Quebec Canada
June 25 - 29, 2011