Over 100 Housing First Minnesota members attended the latest Members Only event on July 26. This member-exclusive event series was introduced as a way to bring together members of the association for a night of networking, learning, and business growth.
During happy hour, attendees enjoyed drinks and small bites and were free to mingle. This was a great opportunity for new members to gain exposure within the industry and make new connections.
During the evening panel, Jason DeRusha of WCCO-AM Radio, Kelly Ryan Kegans of Mpls.St. Paul Magazine, and Kathleen Hennessy of Bellmont Partners spoke with panel moderator Katie Elfstrom, vice president of public affairs for Housing First Minnesota, about broadcasting your brand.
The first step to increasing exposure? “Know exactly where your audience is and where they’re getting their information,” said Hennessy. Then, you can reach out in a way that is receptive and meaningful.
Panelists encouraged Housing First members to find value in all media channels. “The longevity and street cred that come with traditional media helps people get new clients,” shared Kegans. DeRusha added, “You can ride traditional media coverage (like TV and radio) for a long time.”
When you’re trying to gain media coverage, identify your ultimate goal: brand awareness, reaching a new audience, or intriguing potential clients. “Figuring out your goal is key to where you put your time and resources,” shared Kegans. Go into a pitch meeting or email prepared with high-level, intriguing points and research the contact you’re pitching to. Hennessy recommends, “Always know the top three things that you want your media partner to walk away with.”
Knowing what sets your story apart is essential for convincing media to bite. “Editors are looking for what is unique about what you’re presenting,” said Kegans said. “What makes it come alive? Usually, it’s the challenges you overcame in building or designing it, and a lot of it has to do with the people you’re working with — great teams or clients.”
DeRusha emphasized the success of influencer marketing in modern marketing. As a local social media presence himself, DeRusha regularly engages his followers with new Twin Cities bars and restaurants to try. “I think [the housing] market is so personal,” stated DeRusha. “Influencer marketing is a powerful way to share personal stories.” Plus, he emphasized that not every marketing campaign can be measured with metrics. Sometimes social media is more focused on brand awareness and community building.
Overall, the panel covered how to get featured in local media, how to grab an editor’s attention when submitting projects, and how to work with an agent to get stand out.
This event series will be held quarterly. If you missed last week’s event, keep an eye out for upcoming association events on the events calendar.
