Distributing your press release to the right target audience is another important aspect of target marketing. In fact, in the 4-Ps which marketing pundits profess, the one after product and packaging is promotion. Which implies distribution. Or, making available the material into the hands of the target audience. So how does one choose the right distribution channels and optimize distribution?

Here are some fundamental facts.

Let's say, your press release which you want to release is about something new you can offer in the field of ' Interior Design'. And you have a lot to say to all those who are interested in knowing the latest updates and innovations in interiors. But first, you want to reach those specific niche market audience who really specialize in interiors. 'Space Saving Designs for Retail Showrooms' is your heading. And you've done a pretty impressive and informative story, in the press release. Now, you've to decide its right distribution...

According to proven methods of press release distribution, strategically targeted releases can be made successful using some basic indicators:

1.  If through a press release you're selling a product or service upfront, it is useful to adopt a broad-based distribution strategy. Which means, one can afford to address it to a larger target audience in one, sweeping and horizontal dimension.

2.  On the other hand, if your product or service or company information has to get across only to a selected B2B (business to business) audience, you need to choose a bottom-to-top distribution method. Or, what marketing pundits call, the vertical integration. This method is rather safe for technology-oriented content and for addressing geographically relevant targets.

3.  Thirdly, if the content has to be distributed to several countries or across a regional base, the approach discussed in (1) above would be more appropriate. A broad-based selection of media channels is recommended.

4.  The above hypotheses can easily be applied to reaching customers directly – a horizontal dimension decision; and as a vertical integration - for reaching local business groups and media channels on a one-on-one basis.

To sum up, a carefully-crafted press release distribution strategy (with underlying emphasis on whether the strategy-stance is on horizontal or vertical dimension) truly keeps the targeted communication in focus and also helps each representative of the audience get the maximum out it.

Now let’s juxtapose this with our example of retail showroom interior design.

Whether online or any other medium, a targeted reach in this case will involve a specific niche marketing effort. Niche selection of target consumers. Niche selection of the media. If you observe closely, you’ll find this a detailed and involved work. Just another reason why you may have to look at a distribution service provider. This is where distribution channels like MoreOnDesign come in as a prime choice to give that 'nich marketing edge'. The rationale behind this theory is easy to understand:  When a site is committed to niche markets, such as design, marketing, interiors, PR, strategic brand promotions and the like, you can expect detailed contentware with specific FAQs, more honed-in anecdotes, white papers, testimonials and info materials that empathise with the specific targetted audience.

There is tremendous ROI value in choosing this kind of distribution service provider strategy. With the media explosion that’s taking place across the world today, optimization of a press release will require much more sensitive micro marketing techniques. For example, the selection may include audio, video, web, print, outdoor, and the like – all, done in a studied media planning process.

To effectively talk to a niche market like the one referred above (retail interior design enthusiasts), you just cannot do without a good distribution service provider.

Think about it.

MoreOnDesign

You will find valuable study material on how to identify this 'nich marketing edge' aspect as you browse through the various features, articles, essays, uploads and other contributions that appear on these pages. The authors of these original written materials at MoreOnDesign are selected individuals from marketing, advertising, graphics design, media, public relations and targeted communications sectors. Their contributions will help you learn or re-learn the nuances of reaching out to bloggers, podcasters, and other online influencers is a cost-effective way to increase brand awareness and get better PR mileage.