Everyone knows the power of Oprah. Her following and influence make her the number one target of publicists, brand managers, and marketers alike.
Her authority and persuasiveness is a cultural phenomenon. Everyone wants to be on her radar — from authors and doctors to creators of diets and psychologists — and not many get the opportunity. Everyone wants to be on her show.
Few make it to the big leagues, and Oprah is a media major leaguer. And while smart, persistent, and authentic entrepreneurs and industry experts have good reason for wanting to make this a reality, the real power in marketing is layering messages that resonate with customers through online and traditional media coverage that creates buzz, heightened credibility, positive word-of-mouth, and even viral demand.
Companies such as Burt’s Bees, Stonyfield Farm, Monster.com, and Famous Amos Cookies have become successful — and landed on Oprah’s set — by not only providing unique products or services but offering distinctive customer experiences.
This includes consistently delivering unparalleled quality, developing solutions that address societal needs, filling niches where there were once voids, and doing it better than the competition.
In addition, the founders of these companies disseminated their good news and stories on an ongoing basis through A-, B- and C-level media outlets, regionally, and sometimes nationally.
Photo by Oprah.com.
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