AboutAileen Pincus Expertise After 20 years in Television News, I`ve turned to helping executives navigate the world of media. If you`ve got questions about how to prepare for your next interview--or about what the media wants--feel free to ask.
Experience 20 years as a television reporter--several years as a media trainer for a global public relations agency and two years leading communications and media for a US Senator.
Expert: Aileen Pincus Date: 6/24/2008 Subject: How to Pitch a New Program
Question Dear Ms. Pincus:
My business partner, Aaron, and I have developed a unique exercise program for older adults called Move Baby, Move!
How do I pitch an idea for a new, older adult exercise television program? Should I approach the networks, small cable stations, etc.?
Here's our story:
In study after study, regular workouts have been proven to insulate us from heart disease, cancer, Alzheimer’s, stroke, osteoporosis and diabetes. Our doctors are always telling us we need to do it…So why are we not exercising? Perhaps because it involves too much work and too little fun! Well, you owe it to yourself to experience the chair exercise program that utilizes music by New Orleans’ artist John Boutte and evidence-based movements to deliver a truly unique experience in older adult wellness:
Move Baby, Move!
We started our program in New Orleans in 2005. We collaborated with the Volunteers of America, the Archdiocese of New Orleans, and the Orleans and Jefferson Parish Councils on Aging. Our program achieved rapid success and we were credited with getting our participants to function without the need of walkers or wheelchairs. Our program was so successful that we performed at the New Orleans Mayor’s Senior Summit in 2005 (~3000 senior
citizens). We were scheduled to conduct our program at the Annual AARP Convention in New Orleans (~20,000 senior citizens) September 2005, However, Katrina would not allow this to be so.
After September 2005, we brought our program to the Dallas area and began conducting ongoing classes for 11 of the 16 senior centers operated by the Dallas Department of Health and Human Services. We performed at the Concord Junteenth Celebration, the DART Senior Health and Information Fair in May 2007 (~800 senior citizens), as well as various health and wellness functions throughout the Dallas Metroplex. Recently, we have presented at 2008 Native American Diabetes Prevention Conference (1/29), the 2008 Iowa Governor’s Conference on Aging (5/20) and plan to present at the AARP 50+ National Event and Expo (9/4-9/6). Anyone, no matter his or her age, can participate. Our current participants range in age from 25 to 96-years young.
We are talking the talk and walking the walk!
However, we cannot seem to get any media coverage. Please let me know if you have any ideas for us. We want to be the "Jack&Jill LaLane" of the 21st Century and want our DVD to be the "Tae Bo" for older adult wellness(but not played once and put on the shelf forever...)
Thank you for taking the time to help us.
Meranda Varnado
President
Move Baby, Move!
2220 Coit Road
Suite 480-154
Plano, TX 75075
Phone/Fax(972)881-0519
www.movebabymove.com
P.S. We will be presenting this Saturday, June 28, 2008 with Dr. Bobby Jones (BET) at the American Heart Association's 1st Annual Power to End Stroke Gospel Concert and Health Expo at Concord Baptist Church in Dallas, TX.
Answer Meranda,
Thanks for writing. It sounds like you've got a great program and I love the name. As you're learning though, that doesn't mean its going to be seen as "newsorthy."
Realize that any media you approach is thinking first and foremost of their demographics and whether this is something that would appeal to that demographic. One of the reasons traditional media is in real trouble is because young people are going elsewhere for their news and information (on line for instance)--so if it doesn't skew young enough to lure them back, traditional media won't be interested. Instead, I'd think about pitching to your niche audidence---seniors, and then try and widen once you've gotten well known there. Try places such as www.rl.tv (retirement living TV).
Work on getting your pitch down to two or three BIG messages about your product (the Jill and Jack LaLane is descriptive, but too derivative, even if others use it--the wheelchair and "ease of use" angle is probably too limiting for you--It's going to turn off some of your natural market. Note how AARP itself markets to members "retired persons"). Rather than for instance, talking about wheelchairs and Alzheimers, talk about control and strength...about how baby boomers in particular want control over this issue the way they have fought for control over everything else (I mean aging)...and your program is here to make that happen. It's about independence, not walkers--continued health and strength, not "older adult wellness" (you get my point--exercise as the fountain of youth kind of thing--keep the messages positive).
Having a good DVD of your program (excerpts perhaps from various locations) would be a terrific marketing tool. This can get spendy---but I would urge you to hire a professional two person crew for the day and beginn collecting great footage of you at work and your audience. You can use these for all kinds of marketing materials as you grow.
Finally, make promotion a priority. If you're appearing in a city at an event, contact a local radio station or two ahead of time and see if you can get on a program. Sometimes regardless of the subject, the fact that the event is local (esp. if it's done for a non-profit) is lure enough. (You can even challenge a local personality to an exercise contest--).
Best of luck--I hope this helps you on your way.
