Strategies for Impactful Brand Visibility!
The field of media strategy and public relations has undergone significant transformations in recent years, driven by the need for innovative approaches that address developing markets. With the digital sector expanding and traditional media channels facing challenges, businesses are increasingly seeking methods to stand out in a crowded marketplace. Result-oriented media strategies are now crucial for building brand visibility and engaging target audiences in a way that resonates with contemporary consumption habits. This shift has made it essential for companies to develop unique and impactful media strategies that go beyond conventional practices.
This evolution is exemplified by industry leaders like Rafe Gomez, a Co-owner of VC Inc. Marketing, an award-winning provider of sales support media coverage services for CEOs, startups, and established companies. VC Inc. Marketing has introduced strategies that integrate media relations with sales support, transforming how businesses navigate their media presence.
His work and perspectives have been featured in Forbes, Fast Company, Entrepreneur, Inc., CNBC, Adweek, Under 30 CEO, and others. Rafe’s work demonstrates a forward-thinking approach to envisioning and developing media coverage, focusing on creating compelling narratives and securing meaningful media placements that drive engagement and results. This fresh perspective reflects a deep understanding of the interplay between media influence and business objectives, showcasing the effectiveness of new methodologies in a competitive environment.
Under Rafe’s co-leadership, VC Inc. Marketing is revolutionizing media strategies. Initially focused on promoting an audiobook during a challenging economic period, it has since expanded its services to offer comprehensive media support for various industries. It leverages its expertise to help clients achieve significant media exposure and enhance their sales efforts through hyper-targeted coverage and thought leadership. The company’s vigorous game plan underscores its vow to deliver exceptional results and continuous improvement in the media domain.
Let’s explore Rafe’s impactful journey:
Innovative Media Strategy Drives Audiobook Success in the Challenging Job Market
In 2009, VC Inc. Marketing was launched to generate awareness for an audiobook authored, narrated, and produced by Rafe titled “What’s In It For ME?” This audiobook was designed for job seekers navigating the turbulent employment market of the “Great Recession.” Released by Audible, it was also available on Amazon and iTunes.
To drive sales of the audiobook, it was essential to secure media coverage that would inform prospective buyers about its availability, unconventional advice, and the benefits it offered to individuals seeking employment.
Given the timely nature of “What’s In It For ME?” Rafe successfully garnered press from media outlets, including ABC Radio, MSNBC, Fox News, the New York Daily News, PBS, and NY1, among others. This surge of media attention contributed to the audiobook becoming a top-selling career resource on Audible.
It is important to note that Rafe had no prior training or experience in media relations. He and his team followed a unique strategy they developed on the spot, which resonated immediately with influential producers, editors, and reporters.
Recognizing the effectiveness and innovation of their methods, they decided to offer these services to CEOs and marketing executives across various industries, both in startups and established organizations.
Furthermore, the content of the audiobook and its job search and interview strategies have helped thousands of individuals secure employment in a challenging job market and continue to be relevant and applicable today.
Transforming Media Coverage into Strategic Sales Support
The company’s process for securing media coverage is referred to as sales support media coverage and is characterized by its distinctiveness:
Traditional public relations firms typically rely on clients to provide interesting updates to pitch to reporters and editors. When clients lack new information, these firms often respond by stating, “Well, you don’t have anything for us to present, so there’s not much we can do for you.”
Moreover, these firms frequently overlook a crucial question: “How can we ensure that our services help our clients build relationships with prospective buyers?”
The sales support media coverage strategy presented differs significantly from conventional public relations practices and delivers superior client outcomes.
While securing media attention for clients with noteworthy news is feasible, the real challenge lies in attracting media attention and facilitating engagement with prospective buyers when no new updates, developments, or announcements are available. This area of expertise forms the core mission.
Media interviews will be arranged for clients to share their insights on trending industry topics. In addition, byline articles on relevant subjects will be created and published in prominent outlets such as TechCrunch, the Washington Post, Fast Company, and Entrepreneur. Quotes will be placed in major media outlets that serve their sectors and are read by their target customers or clients. Furthermore, assistance will be provided to educate clients’ sales teams on leveraging this media output as an effective tool for pitches and presentations.
In essence, every aspect of research, creation, and execution is designed to enhance the sales efforts of clients, driven by a clear objective and providing continuous and consistent ROI.
It is noteworthy that all of VC Inc. Marketing’s clients previously engaged services from mainstream public relations firms, only to be disappointed by the service quality and exorbitant fees. They sought a more effective alternative, which they found through this innovative process and its notable results.
Leveraging Thought Leadership for Effective Media and Lead Generation
LinkedIn is occasionally used to post updates on current activities; however, there is no active social media promotion strategy in place for VC Inc. Marketing.
The primary method that has proven effective is writing byline articles that are helpful, informative, and engaging for executives and CEOs. Rafe has contributed these educational (not promotional) freelance pieces on various topics, including leadership, innovation, sales/marketing, and messaging, to prominent outlets such as Fast Company, Entrepreneur, and Startups Magazine.
Once published, these articles significantly improve search rankings. They are shared and liked by thousands of users across LinkedIn, Facebook, and Twitter. Most importantly, they generate inquiries from prospective clients who find the perspectives presented compelling and wish to learn more about the services offered.
Beyond generating leads, this thought leadership journalism serves as proof that:
- Rafe’s compelling stories are effectively crafted.
- His placements are secured in premier media outlets.
- It constitutes a component of a comprehensive sales support media coverage strategy that delivers excellent results and ROI.
How a Livestream DJ Mix Show Demonstrates Effective Media Coverage and Audience Engagement
Along with his work with VC Inc. Marketing, Rafe keeps also busy with an unusual side hustle: producing and hosting a weekly DJ livestream mix show on Twitch called Danceteria REWIND.
This show originated during the height of the pandemic, when it became apparent to Rafe that he had no hobbies, passions, or pastimes beyond his work, cleaning his apartment, and – as Rafe puts it – “trying not to die!”
After considering several options, the idea for the livestream emerged as a much-needed distraction and has since developed into a source of significant joy on Thursday nights for both Rafe and his audience.
Danceteria REWIND re-creates the sounds of Danceteria, a legendary five-floor New York nightclub that operated from 1979 to 1986. The club was notable for its diverse range of music genres (rap, Latin, punk, EDM, funk, reggae, and disco) and its employees, who later made substantial contributions to popular culture, including the Beastie Boys, LL Cool J, Keith Haring, and Madonna.
The show provides Rafe with an opportunity to explore an aspect of creativity not typically utilized in his daily work routine. It also serves as evidence of the validity of the sales support media coverage methodology: Danceteria REWIND has attracted nearly 50,000 followers and has been featured in prominent outlets such as Billboard, Forbes, Startups Magazine, NPR, and others.
This media coverage has encouraged a loyal audience and exemplifies that the strategic advice he provides to clients is valid and effective.
Commitment to Continuous Improvement and Buyer-Centric Strategies
As Rafe sees it, a crucial principle applied in interactions with both the media and clients is maintaining a relentless buyer-focused mindset.
He doesn’t believe that the methods for formulating and delivering services for his company will ever become static. Instead, there is a continuous effort to learn new things, refine approaches, and enhance the craft. An openness to new information, inspiration, and applications is maintained. Perfection may never be reached, but the constant striving toward it remains a core commitment.
This perspective sets the organization apart from competitors and supports the business objectives of the executives and firms that utilize its services.