How to Make the Most of a Media Launch
GF Oats landed a feature on ABC’s Landline, which was super exciting. We knew we needed to make the most of the opportunity and created a game plan for the release. Media exposure like that is golden, but if you don’t prep properly, you’re basically leaving money (and eyeballs) on the table.
Here’s a short version of the game plan – how we got ready, what we did on launch day, and how we kept the momentum rolling after the cameras stopped.
Before the Big Day
The lead-up was all about making sure GF Oats looked sharp and was easy to find online:
Website glow-up – Homepage banner got the shiny Landline logo treatment. Every product image was refreshed to actually show what you get (product, nutritional label, recipe ideas, lifestyle shots). And we triple-checked the mobile view, as the stats showed this is how a majority of people shopped from GF Oats.
About Us update – The brand story was tweaked so it matched the same points mentioned in the upcoming feature. Consistency = trust.
Blog SEO hack – We posted a blog before the episode aired, full of the likely search terms (GF Oats Landline, etc.) and a rundown of the talking points. Basically, if people Googled it, we wanted them landing on the site.
Social teasers – Posts tapped into the big talking points from the feature: e.g. Australian grown oats, endeavor foundation.
Facebook Ads (set early) – We launched ads two weeks ahead so they were out of the “learning” stage by launch day. These included educational videos, a free “just pay shipping” starter pack, and catalogue ads. Ads were set up to retarget website visitors as well.
Website pop-up – A cheeky discount incentive and an “as seen on” message with an on theme bundle.
Email teaser – A quick note to the database letting them know to tune in.
When Landline Aired
Launch day was about striking while the iron was hot:
The pre-published blog was updated with direct links to the Landline story.
The story was shared far and wide – socials, newsletters, and even local community groups.
An email blast went out to the database, pushing people back to the blog (and then the shop).
After the Buzz
Instead of letting the hype fizzle, we kept it ticking along:
Follow-up emails – Shoppers got a thank you. Non-shoppers got a nudge with a discount code.
Social reminder – About a week later, another post went out in case anyone missed it the first time.
The Results (AKA why prep matters)
A massive 1600%+ increase in order revenue 💥
900+ new email subscribers
800+ new social followers
And a whole lot more people actually knowing who GF Oats are (brand awareness).
How to market for a media launch for your business.
If you’ve got a media release or feature coming up, here’s the short version of what you should do:
Polish your website – First impressions count.
Update your story – Make sure your About Us actually aligns with what the media is saying.
Get found on Google – Publish a blog with the outlet name and likely search terms.
Hype it up – Tease the launch on socials, email, even your website pop-ups.
Start ads early – Give them time to optimise before the big day.
Ride the wave – Share the feature everywhere you can.
Follow up – Thank buyers, nudge fence-sitters, and keep the buzz going with reminders.
Track and celebrate – Numbers don’t lie. Use them to prove the value of the feature (and brag a little).
A media feature can give your brand serious clout, but only if you’ve got the right groundwork. Don’t just cross your fingers and hope people see it – prep, promote, and follow through.
