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October 9, 2008
What It Takes to Get on Oprah's Radar
Posted by Chris Rosica at 1:05 PM
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.
National brands are built when the story is genuine and there’s passion and purpose behind it. Take Stonyfield Farm for instance. Their mission is supporting local farmers and creating healthier products that people and the planet demand, such as their healthy vending machine program for schools. This differentiates the brand and helps build positive word-of-mouth while creating loyal, even fanatical, customers.
If you have an extraordinary product or service, provide exceptional customer service, make a point to stand for something beyond profits, strive to provide the best customer experience and commit to proactive marketing. Then who knows -- maybe Oprah will take notice of your company like she has with Wally “Famous” Amos, Roxanne Quimby from Burt’s Bees, and Stonyfield Farm’s Gary Hirshberg.
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Well, evidently to get on Oprah's radar you must be a democrat (and one of her choosing....for evidently the democrat Hillary Clinton wasnt good enough for her.....despite being such a "champion" of the women's movement in america) Well, Sara Palin evidently has TWO strakes against her...she is Republican (a big no no for Oprah) and she opposes Barak "the messiah come again" Obama. Where is her solidarity with the female audience that she so identifies with?
It does seem rather fitting that this article be posted in the marketing section...the Oprah show isnt much of a talk show as much as it is a marketing vessel to tout the goods who have contributed to Oprahs bottom line enough to be highlighted on her show. If she ever did showcase a product or book without economic compensation...it would be only to boost her image and keep her looking squeaky clean. Too bad her lack of objectivity came out in full force for Obama's campaign. I hope it comes back to bite her on the a$$! rub some burt's bees on that!
Josh you might be right but I feel your too harsh for the person who wrote the article.For you to have the Oprahs type of radar you must do something extraodinary for your clients.To me the Oprahs radar means your business being at its pick when you can keep your repeat client,attract new once and still command the market your in.It involves being the ulitemate leader in the field your in and that is what Oprah has done and she keeps on perfecting it at all times.
Hi Hey I definitely do have OPRAH worthy products designed that will be on her favorite things show and I have been wondering who has the radar gun looking for them. Mine are being prototyped and bid for manufacturing now! I believe it's possible to go OPRAH and why not sooner than later, why not a miracle for me, by having an O sponsorship miracle up front, where she can special order her favorite color!!! Thanks for your help!!! Drucilla Lee (designer at www.Drucilla's Closet.com ph#435-656-2456
No matter who you feel about Oprah, she IS a force to be reckoned with. With that saying, I do believe that her influence and persuasion is so powerful that she really is a king/queen maker (i.e. Obama). Anyway, the only way you are to get on her radar is to have people endorse your product to her. Drucilla, sorry but your miracle will come AFTER you put your product into the market.
to get on her radar you must be able to contribute some $$$$$$$$$$$$ to Oprah's bank account! and then come up with enough give aways so Oprah can use them on her show, give them away and take credit by implying that SHE bought those goods and gave them away to all of those soccer mom's foaming at the mouth for anything free! SWEET! Oprah the philanthropist! how about give away some of that 40 mill a year for a good cause....I would like to see the neat tricks that oprah pulls to get out of paying the taxes she is helping to increase for the wealthy...
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