Javier Lozano, Jr. discusses the strategy of using marketing to grow your facility management company in today's current business landscape, sharing insights from a recent campaign involving wrapping vehicles with Coach Prime designs. The campaign aimed to generate earned media and create brand visibility through out-of-home advertising.
He shares his experience of successfully gaining earned media attention for their company by wrapping vehicles in a unique campaign during Colorado Buffaloes Football home games. Javier emphasizes the importance of finding a newsworthy angle, doing thorough research on media outlets, crafting a compelling message, and utilizing tools like ChatGPT for email writing.
Javier also highlights the process of reaching out to news stations, getting featured on local news channels, and the significance of building local momentum for potential national coverage.
He discusses the importance of continuing to reach out to media outlets even after initial coverage, utilizing different angles for stories. Javier highlights the value of earned media and how it builds trust and credibility.
Finally, Javier emphasizes the need for a brand-driven approach alongside direct response marketing strategies to stand out in the market.
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