Episode 145

Leveraging Thought Leadership Into Earned MediaAllie Martin

About Our Guest

Allie Martin

In this episode of The Destination Marketing Podcast, we are joined by Allie Martin who gives us a different dynamic in our approach to how we use content. We all try to tell a tale but our places but a story told through the lens of destination is a ready capture compared to a general advertisement.

“You are helping journalists do their job more efficiently more easily and you're getting them great results. If you really approach any of these tactics with the thought that I am helping them because I have great value, you are going to take the pressure off of yourself and that's going to come across so clearly.” Allie Martin

Episode Highlights

  • Name: Adam Stoker
  • Position: Co-founder and CEO of Relic
  • Favorite Destination: Fiji
  • Dream Destination: New Zealand
  • Name: Allie Martin
  • Position: President of Fame and Fortune Brand Management
  • Favorite Destination: Ireland
  • Dream Destination: Alaska

“Leveraging Thought Leadership Into Earned Media” – Show Notes and Highlights

Show Highlights:

  • Earned media provides credibility and authority in your industry, building relationships with journalists and giving them the idea that you have a great story to tell. 
  • Owned media are platforms you have direct authority or control over. 
  • A great PR starting point is good relationship with the media.
  • Learn how your market consumes information, and focus on that. 
  • Public Relations help journalists do their job more efficiently and easily. 
  • To prepare for an interview as a destination, make sure you write out talking points and rehearsing them. 
  • One of the pitfalls in launching a PR campaign is a conversation with no action for the listener or the reader.
  • Allie advises DMOs to retell your story and summarize the story into a pitch on why it would be beneficial.

Resources Mentioned in the Podcast:

Episode Transcript

Allie Martin: [00:00:00] You are helping journalists do their job more efficiently more easily and you’re getting them great results. If you really approach any of these tactics with the thought that I am helping them because I have great value, you are going to take the pressure off of yourself and that’s going to come across so clearly. 

 

Adam Stoker: [00:00:21] Hello everyone and welcome to another episode of the Destination Marketing Podcast. I’m your host, Adam Stoker. As many of you know, I own an advertising agency helping destinations all over the country to get more visitors. And we started the Destination Marketing Podcast a couple of years ago to really help destinations understand what other people are doing in the industry that can help them be successful. 

 

And we’ve got a great guest today that’s going to help us continue down that path. Her name is Allie Martin and Allie, welcome to the show. 

 

Allie Martin: [00:00:50] Thank you so much, Adam. I’m so thrilled to be here. 

 

Adam Stoker: [00:00:54] We’re thrilled to have you. And you know, I’ve got a lot of questions for you today but before we get too far into it we’ve got a little tradition here on the show where we like to ask what is your dream destination? If you could go anywhere in the world where would it be? 

 

Allie Martin: [00:01:09] And I feel like now we are all dreaming about our dream destinations. 

 

Adam Stoker: [00:01:15] Absolutely. 

 

Allie Martin: [00:01:16] I lived in Ireland for six months a few years ago and I tell you what, I hear just like an Irish jig on the radio or I see some traditional Irish food on TV, and I am just dreaming to go back there because it was just such a fun experience and I’m in Kentucky and Ireland is really similar to Kentucky as far as the landscape and so it just felt like home. So I’ve been dreaming to go back. 

 

Adam Stoker: [00:01:47] So what causes someone from Kentucky to go live in Ireland for six months? 

 

Allie Martin: [00:01:52] So my first job right out of college was for a company called Alltech and their founder was from Ireland and he had moved to Kentucky to start this animal nutrition company and they sent me overseas to work with the marketing team in Europe. So it was fantastic. I’ll tell you what it was, the coolest part about it was you could travel anywhere in Europe for like $30. So when you’re in Ireland like you’re just like okay, I’m going to go here and I’m going to go here and like your weekends are spent traveling to different countries. I mean I guess it’s similar to the States here but it’s just not as cool I don’t think. 

 

Adam Stoker: [00:02:31] Well Allie, that’s great and it sounds like a lot of fun. I’ve got to ask though, I’d like to know a place that you’ve never been that you’re dreaming of going to. 

 

Allie Martin: [00:02:40] I tell you what, I’ve never been to Alaska. And the idea of going on a cruise there. Cruises in general, I’m not really like one to dream about those but an Alaskan cruise sounds right up my alley. 

 

Adam Stoker: [00:02:56] So Allie, and that’s funny. You ended with alley and then I said your name and it sounded kind of weird to me. But Allie, I actually worked in the cruise industry in Alaska. I spent the summer. 

 

Allie Martin: [00:03:06] Oh stop. 

 

Adam Stoker: [00:03:08] I drove tour buses from Fairbanks to Skagway and Fairbanks to Eagle. So I would get these people that are coming in on these cruises and they want to do an inland tour. Honestly, was one of the most amazing experiences of my life because I had people that were there. It was their last wish. You know I had, one woman that had cancer and her husband her last wish was to go to Alaska with her husband. I had the opportunity to take them around Alaska and show them how beautiful Alaska is and can be. It was incredible. So basically the whole point of that is you need to go to Alaska. 

 

Allie Martin: [00:03:43] I do, okay. You’ve just solidified that dream. Thank you for that Adam. 

 

Adam Stoker: [00:03:49] For sure. I mean, Alaska has a lot to offer. What is it that really appeals to you? 

 

Allie Martin: [00:03:55] I think just going back to again, Kentucky and it’s so different from Kentucky and just the pictures, the videos that I’ve seen just in awe. Like I’ve just never seen anything like it. So I think that’s really the reason why I desire to go so badly. 

 

Adam Stoker: [00:04:16] Okay, is this a 2021 initiative or it would take us a year? 

 

Allie Martin: [00:04:19] Yeah, sure for sure. Now that I’ve said it and put it out there in the universe, I’m going to make it happen. 

 

Adam Stoker: [00:04:25] It needs to happen. Okay. Alright. Well, a few months left before it gets dark a little earlier in the day. 

 

Allie Martin: [00:04:30] That’s right. Yeah, that’s true. I kind of think about that. 

 

Adam Stoker: [00:04:33] That’s right. You don’t want to go when it’s 12 hours a day of darkness. 

 

Allie Martin: [00:04:38] Yeah, no. I definitely don’t. I can already see that it’s going to be a dream come true. So I’m definitely going to make this happen. 

 

Adam Stoker: [00:04:50] Great. Well, thanks for letting us get to know a little bit about your travel habits and history. Ireland sounds like an amazing place to be. Tell us a little bit about your background though and what led you into the industry and where you are today. 

 

Allie Martin: [00:05:07] So the reason why I’m in the tourism industry today is I started my career as I mentioned at Alltech in animal nutrition, but I started in the public relations department and after my time at Alltech, I moved over to the International Spa Association and yes, that is spas as in where you go for massages and facials and all those amazing destination spas and then hotel spas and resorts. 

 

Adam Stoker: [00:05:38] You’ve got to do your research. 

 

Allie Martin: [00:05:40] I totally was like on board with that part of the job. Really I did, I loved my job. I actually had to leave because I got married and moved. But, so other than that I would have been there forever I’m sure. Really, the whole concept was I would travel to different spas around the United States, around the world and get to work with them on their marketing, on their public relations, their social media. And, so I really was able to dive deep into the side of tourism that really addresses getting people to visit the spots. 

 

So, public relations has really been my full career. Now I own my own agency, Fame and Fortune where I help tourism destinations and small businesses help attract those customers with social media and public relations. 

 

Adam Stoker: [00:06:38] What a cool journey to, you know, you start Alltech and an International Spa Association, and then started your own business. That’s, that’s awesome. Tell me a little bit about, first of all, you focus on PR and I think we’ve had a real, limited amount of PR on the show. So I’m really glad we’re having this conversation today. I’m really passionate about making sure that you take care of earned, owned, and purchase media because each one has its own important role in your budget landscape. Obviously, PR is mostly focused on earned and somewhat focused on a little bit of owned and paid. But tell me about earned media and why it’s such an important component of any plan. 

 

Allie Martin: [00:07:28] So essentially, when you think about how really media in general, but specifically earned media, what it provides is it provides credibility and authority in your industry. After I worked at the International Spa Association and before I started my own business, I did have the opportunity to manage public relations for Amazon for the Southeast region of the United States. So I had from Texas over to Florida up to Tennessee that was my region. And I really worked with the leadership on establishing their voice in these communities that they were in. 

 

And so really what earned media did for a company like Amazon and can do for any other type of business is we really got back to those grassroots efforts. So really getting to know those neighborhood and community papers, getting to know the hosts at the radio station, building those relationships up that are really, I think a lot of people overlook them. So that’s really kind of where my passion for earned media came from was I was able to see a company as large as Amazon utilize this for their benefit. And I could easily see this being translated to tourism destinations and attractions to do the same purpose. 

 

Adam Stoker: [00:08:53] You know, that’s quite the interesting start to have Amazon be one of your first and early customers. It’s a great way to really dive in. 

 

Allie Martin: [00:09:02] Set the bar high. 

 

Adam Stoker: [00:09:04] Yeah, we’re not dipping our toe into the industry at this point. You’re all in. 

 

Allie Martin: [00:09:08] Yeah, it was honestly an awesome experience and really from both angles, just because there definitely are some negative stories that can be approached when referring to Amazon and so having to navigate those conversations, that’s tough. But that honestly prepares you for anything. So, I would say it was an incredible way to really kind of go into my own business and be able to use those same tactics for other businesses. 

 

Adam Stoker: [00:09:41] Great. And I guess before we go further, we probably ought to make sure that our audience understands the difference between earned, owned, and paid media. Just so there’s no confusion. Would you mind defining earned media for those that are listening? 

 

Allie Martin: [00:09:56] Yes. So this is essentially really when you refer to it in earned media is what you earned. So it’s not anything that you’re going to a newspaper and saying, “Hey, I’ll pay for half a page and then submit an article that you can run for me.” No, it’s essentially pitching yourself to these journalists and allowing them to fit you into a story that they’re working on or maybe you’re going to give them an idea of a story they need to work on and they organically and naturally fit you into their peace. And that is essentially earned because you didn’t pay for it. And essentially you’re just building these relationships with journalists and giving them the idea that you have a great story to tell and you can fit in well in their story. 

 

Adam Stoker: [00:10:43] So it’s almost like earned media is getting other people to talk to you through or excuse me talk about you through relationship building and communication. 

 

Allie Martin: [00:10:52] 100%. 

 

Adam Stoker: [00:10:53] Okay, and, and as far as owned media goes, how would you define that for our listeners and the difference between the two? 

 

Allie Martin: [00:11:01] So really when I think of owned media that comes down to what platforms do you have direct authority over. So that looks like your social media accounts. That’s where you have your Twitter account, and you’re in charge of what gets distributed on that Twitter account. So, an earned media is where you’re building these relationships with others, going out to them, asking for yourself to be inserted into their platform, their outlet. You’re owned media is something that only you can control. 

 

Then obviously purchased are ones where you are actually trading a dollar amount for coverage or inclusion in that piece. 

 

Adam Stoker: [00:11:45] Great, thank you for that. Well said. Let’s dive into so now that we’ve understood the different types of media and that you talked about one of the things that you do you did for Amazon as you would secure interviews for a lot of these small publications or radio stations or different media outlets. How do you go about doing that? How do you go about — I guess we’ll start with building the relationship and then how do you leverage those relationships into actual earned media appearances? 

 

Allie Martin: [00:12:15] So I think if this is a kind of where if anybody is listening that in this point where they really feel like they’re at the very beginning, the best advice that I got early on in my public relations career, I’m going to pass on to you as well. Really, that is where those relationships are starting. I was challenged to reach out to five journalists a month and set up coffee dates and really get to know them and then allow them to get to know me. I tell you as a 21-year old, that was really tough to be given that task and really intimidating. But I will say that was really one of the best things I could have ever done because those relationships today are still some of the strongest media relationships I have. 

 

So truly, it comes down to relationship 101, reach out say, “Hey, I work at this destination. I want to get to know, you get to know the stories you work on and I want you to get to know me so that you can call on me whenever you need me.” Take them out to coffee and start to build that relationship. It also comes down to actually reading the work that they’re doing, listening to the work that they’re doing and commenting on it. So, just as social media, it’s all about you leave me a comment. I’ll leave you a comment. Like, if they’re putting out pieces that resonate with you, like, actually say something. Media today are more overworked than ever before. So being able to have somebody cheer them on the sidelines saying, like, “Hey, that was a great piece,” that’s going to go so far, that is going to be so appreciated by the journalists. 

 

So, I would say that that relationship is really a great starting point. But even beyond that, it really is consuming the media in your community, consuming the media in your industry. Picking up those industry publications, subscribing to those industry podcasts, making sure that you know who the key players are, and then you also want them to know who you are as well. 

 

Adam Stoker: [00:14:25] Perfect. I want to go back to where you kind of said, relationship 101. You need to build relationships with these people. I think for a lot of people maybe dipping their toe into PR as they think about it, it might be kind of intimidating, right to think about reaching out to a reporter and saying, “I want to get to know. You get to know me.” I mean, the immediate mental reaction is, well, why are they going to want to talk to me? I mean, I want what they have, but it’s going to take some convincing for them to feel like they need to hear anything, I have to say. So how do you get past the initial mental these guys won’t want to talk to me, basically? 

 

Allie Martin: [00:15:05] Yeah. And it’s a real feeling that you have. I would say the best thing to do is start consuming the media, find a piece that you really connect with and maybe even feel like you could have offered some insight into what they wrote about and reach out to him and say, I just read your piece I am in this role and I would love to connect because I think you could utilize me as a source sometime down the road and I would love to get to know more about the pieces that you’re working on. 

 

And I think when you approach it from that perspective of like a genuine interest in truly getting to know people, it really takes the pressure out of it of they’re going to have something that they can give me and I don’t want to screw this up. So, really coming about it from a genuine place I think alleviates a lot of that. 

 

Adam Stoker: [00:16:02] Okay. And you mentioned that they’re so busy right there. There is overworked as ever. What’s the best first meeting? Is that a cup of coffee? Is that a Zoom meeting? What’s the best kind of ice breaker meeting? 

 

Allie Martin: [00:16:17] You know, I think it really is going to depend on the journalists. Some journalists are especially longtime journalists they have been in this industry for years and this is part of it. I mean, their job is to know the people in their community so that they can get the job done when they are assigned a piece. So it is in their best interest to have contacts and have resources. So they’re going to be open and eager to have those conversations. There may be new journalists that are really kind of still feeling it out and maybe not feel comfortable doing that. 

 

So I think opening it up to allowing them to tell you what they feel most comfortable with is probably the best way to approach it. But at the end of the day, it really comes down to if you’re offering this openness to build a connection, it really helps them do their job even better whenever they have those relationships. So they’re going to be open, they’re going to be receptive to it. 

 

Adam Stoker: [00:17:21] Great when you and I talked before we talked about a medium that is very near and dear to me and important to me. But I also think is a huge, possibly untapped opportunity, especially for a lot of destinations and we’re on that medium right now, it’s podcast, right? And one of the things that you do is help destinations and organizations find podcasts that would provide value or whose audience would be valuable and work to get podcast appearances for your clients. What’s that process like especially identifying the right ones? 

 

Allie Martin: [00:17:58] So it really kind of starts back with — and I keep saying communication 101 and now I’m going to say marketing 101. But it really comes down to who is your number one visitor. And when you think about this number one visitor, certain people have different exercises to really identify the qualities of this person. But you may know their name, you may have a name in your mind of who this number one visitor is. You may know their marriage status, if they have kids, you may know their level of income. There are certain qualities about your number one visitor that you really want to have in mind when you approach certain marketing tactics because you want to know, is this going to resignation with my number one visitor? 

 

I really like to think about podcasts in that same manner because where is your number one listener? Your number one visitor listening. So where are your number one visitors spending time online? What connections can you make between their online behavior and their podcast listening behavior? You know, 51% of people listen to podcasts at home. I’m one of those people that I listen to when I’m driving, I listen when I’m working out. So you know when you think about that, what are your listeners doing? What are the visitors doing when they are listening to those podcasts? Because all of those things contribute to what your message is going to be and how you approach that. 

 

So if you really identify what’s the best podcast for you to be on, that’s when you really start to go down the rabbit hole of doing your research. So that’s listening to the podcast, that’s really identifying how you can bring value to that podcast and that’s going to be the best way for a podcast to really see the value in having you on their show. 

 

Adam Stoker: [00:20:07] Yeah this is where it gets interesting for me because I think my podcast has finally hit the point where I’m getting more people. In fact, this is how you and I connected. More people reaching out and saying, hey I think so and so it would be a great guest for your show. I’ve got PR consultants reaching out. I have to say the ones that kind of stand out to me is when they reach out and they say hey I really enjoyed your episode with this person because of the insight that I gathered. Insert insight here, right? Because I thought that was interesting I thought that my client would be interesting for your show because and then you tie it into the purpose of the show. Everybody’s looking for content, right? All podcast hosts are looking for content and it’s time-consuming to come up with it. So if somebody does a little bit of research ahead of time and says I’ve heard your show, I understand your show and here’s why this person is a good fit, t makes it really easy to do what we’re doing today, right? And have you on as a guest. 

 

Allie Martin: [00:21:07] Well and Adam to your point they are doing a little bit of the work for you. And I mean even thinking about the guests that will say, “Here are 10 questions you can ask me when I come on the show.” I mean there you go there. There’s even another piece of it. That’s really how you have to think about public relations. You are helping journalists do their job more efficiently more easily and you’re getting them great results because at the end of the day, podcast hosts have to get their podcast episodes out there published just as reporters and journalists have to get their pieces written, get their TV packages put together and they have to get there and meet the deadlines that they have put upon them from their editors. 

 

So if you really approach any of these tactics with the thought that I am helping them because I have great value and I have a lot to offer, you are going to take the pressure off of yourself and that’s going to come across so clearly to the individuals you’re reaching out to. 

 

Adam Stoker: [00:22:12] Okay, great. So let’s get like tactical. If I’m trying to reach a podcast host, am I going to whatever platform I’m listening to and finding the contact information for the show there or how do you go about finding contact info for a podcast host? 

 

Allie Martin: [00:22:29] Yeah. So sometimes podcast hosts will have that information on their website, on the platform itself and it makes it really easy to reach out. Typically, if they have that available, that often means they are open to taking pitches, they want you to find them and be able to reach out to them. Sometimes it may be a little difficult. And really when we are kind of running up against dead ends, you may find them on social media. Now, I say this as a kind of a plan B because if they’ve made it difficult to find their contact information, that sometimes means are not open to pitches, they’re kind of like, I’m doing my own thing. I don’t really need any suggestions. 

 

However, if you feel like it is just such a perfect fit and you can communicate that well in your pitch, then absolutely look them up on social media and send them a DM. Because I’ve definitely had people do that for my own podcast and I have done that for myself and it’s been successful both ways. So, I definitely think if you feel like you have a compelling argument to make on why you should be on that podcast, do the extra digging and find a way to communicate with that host or that producer and get your name out there. 

 

Adam Stoker: [00:23:49] Yeah, that’s a great point, Allie because I actually had a lot of success on LinkedIn. When I can’t find the contact info, I’ll add them on, LinkedIn and message them on LinkedIn. And people tend to, if you make a compelling enough case, they tend to respond. The trick is getting a hold of them. 

 

Allie Martin: [00:24:06] But it’s worth a shot. I mean if you don’t ever reach out and you feel strongly enough about it and like I said if you can communicate that they will see that as well. So I definitely think it’s worth a shot. And I’ve definitely seen it be successful. 

 

Adam Stoker: [00:24:19] Great. So let’s say we’ve secured the appearance, right. We’re going to go on a podcast or even an interview on let’s say it’s a local radio station or a small newspaper, whatever it is. How do I prepare for an interview as a destination and make sure that I represent my organization really well?

 

Allie Martin: [00:24:40] This is something that I think a lot of people miss because sometimes that’s a lot of work to secure that opportunity. So once you secure the opportunity you’re like, “Oh, okay, check that off my list.” But no, the work is just beginning. So really what it starts with, if you’re doing a podcast or radio interview where you’re not going to be on camera, my number one suggestion for you is to write out talking points. So when you think about talking points, it’s essentially what do you want to communicate in the interview no matter what. 

 

Think about a political candidate who is being interviewed and he’s asked a tough question and he will pivot and start talking about something great he’s done. 

 

Adam Stoker: [00:25:21] That that never happened. 

 

Allie Martin: [00:25:23] Oh yeah, of course, we don’t see that happen too often, but you’ll see that and what they’re doing is they’re sticking to their talking points, which there’s some proud publicist somewhere saying, “Oh, good job, good job.” So as frustrating as it can be for some people, talking points are a really important part of going into an interview. If you aren’t on camera, you can simply have notes and you don’t want to read from them, but you can reference them. Now, if you’re going to be on camera, that is a little bit different. You still wanted to write out your talking points, but you want to practice them enough to where they roll off the tongue. 

 

So this is essentially just determining what podcast you’re going on, what outlet you’re going on? What are you going to be talking about and what are those points that you want to make regarding that topic? So I would say determining your points and really rehearsing them are going to be the two biggest things that you can do before going on that appearance. 

 

Adam Stoker: [00:26:21] Yeah, I’m glad you mentioned do not read it because I’ve even had people. 

 

Allie Martin: [00:26:25] You probably experienced that, right? 

 

Adam Stoker: Yes. Yes. And you can just tell, right? Some people have great content that they want to talk about. But when you read it, it takes entirely the personality out of it. So I really would recommend to anybody if you’re preparing show notes, take the time to learn them enough to where you don’t need to be married to the document. 

 

Allie Martin: [00:26:46] Well, I think about them as they’re a helpful tool for you. Obviously, you want to be prepared. So they are there as a reference, but you definitely still want your personality to shine and you want it to be a natural conversation. So don’t use it as a crutch, but it’s there if you need it. 

 

Adam Stoker: [00:27:03] Awesome. So tell me, I mean as you’re going through some of this PR work for destinations and other organizations, what are some of the pitfalls that you need to watch out for? You know, if I’m trying to launch a PR campaign or if I want to reach out to journalists or whatever it is, what do I need to be careful of? 

 

Allie Martin: [00:27:20] Yeah, Adam this is a really big one. I’m glad you asked this because people just assume that kind of the conversation is one-sided and they’re just there to answer questions. But this is really meant to be a dialogue and the purpose of you spending time pitching and spending time doing the interview you really want to get your call to action out there. So I think the biggest pitfall that I see is people that just kind of leave the conversation with no action for the listener or no action for the reader or the viewer. 

 

So what action do you want the listener to take? Do you want them to book a stay at your destination? Do you want them to join your email list? Do you want them to follow you on Instagram? Determine what that action is and make sure you make that very clear and oftentimes that’s usually one of the very last things that you mentioned in the interview because it leaves that lasting impression with them. 

 

Adam Stoker: [00:28:19] I like that. So basically what you’re saying is don’t interview for the sake of interviewing, funnel the interview towards your point. 

 

Allie Martin: [00:28:26] Yes, because you’ve offered all of this value in the interview and that is essentially what this interview is doing. You’re offering your value, but then you also want to give these listeners — I mean, there could be listeners out there going, “Oh my gosh, I have to connect with this person or I have to visit this destination,” so you don’t want to just leave them hanging. So you really have to think about it from the perspective of I’m offering a ton of value, and if that is just a slice of what I can offer, and if you want more, here’s where you can go for more. 

 

Adam Stoker: [00:29:00] Perfect, Okay, give me your favorite PR success story, something you worked on that got the coverage you wanted and you’re really proud of.

 

Allie Martin: [00:29:07] Okay, so I don’t think I’m ever going to be able to top this and it seems a little selfish to say it, but I will just kind of going into my own horn. So I was able to successfully – 

 

Adam Stoker: [00:29:21] It’s not that you got yourself on the Destination Marketing Podcast. Like that’s not it, right? 

 

Allie Martin: [00:29:26] That’s number one. So here, I’m going to give you number 2. 

 

Adam Stoker: [00:29:29] Okay, perfect. 

 

Allie Martin: [00:29:30] So I was able to secure an appearance on the Rachael Ray show for myself. And then two days later, I also appeared on CNN’s Anderson Cooper. I don’t think I say that because I don’t think that will ever, ever, ever happen again in my life. The fact that they both happened within a week of each other blows my mind. So they were both incredible opportunities and I just can’t help but you know, there’s not really much else that even compares. 

 

Adam Stoker: [00:30:05] Yeah. How did those come about? I mean you can’t leave us with, “Hey, I made it on Rachel Ray and Anderson Cooper,” without a little bit of hey, how did this happen? 

 

Allie Martin: [00:30:12] So I was just beginning with my agency and I really just had some extra time on my hands. So I thought, well I’m just going to start pitching myself. I was going to New York to meet with journalists because that I make coffee dates in Kentucky and I make coffee dates in New York and L. A. too. So I was getting ready to go to New York and I thought, well while I’m there, I will pitch the Rachel Ray team. And it just so happened to work out, they were doing a segment on business owners and they had a sleep expert on the show and so they needed some other business owners and operators to be on the show to talk with the sleep expert about kind of some of their challenges with sleep. 

 

So I was able to appear on that segment and I had pitched the Anderson Cooper team and, but was already back in Kentucky. The Kentucky election had just — the state primary had just happened. They wanted to send their team to Kentucky to interview us about the election results. So they said, “Well, would you be able to talk about election results?” And I’m pretty passionate. So I said, “Yeah, absolutely.” So it just truly began with those relationships. It began by me opening the door and saying, “Hey, I’m available. Hey, this is what I can talk about and it just goes from there.” So it’s a great lesson in just start pitching because you really never know where it’s going to go. 

 

Adam Stoker: [00:31:48] Oh, how cool. Well, what, what an amazing story. Tell me, after we’ve gone through this conversation, I’d really love to have you boil it down into your main takeaway for destinations. This is where we say, “Okay, destinations, what can you take from this interview that you can implement tomorrow?” Right? So if you had to boil it down to one, take away, what would that be? 

 

Allie Martin: [00:32:11] So I’m going to do two because you said one, and I immediately go to like, rebellion and say, okay, well, I’m going to do two. Really, I think it does summarize into one by saying, tell your story. It sounds really simple, but a lot of destinations assume people know their story, they’ve told it once on social media five years ago, and they assume that they don’t need to tell it again. You’re always getting new eyes on your social media platforms and being able to kind of reoccur that story on social media. 

 

But then on the flip side with PR, actually take your story and summarize it into a pitch on why it would be beneficial and start pitching that story to outlets that you think you would be a good fit for. So, telling that story, and that’s in your social media posts, and that’s also in your pitching and I’m just confident you will get an interview and be able to tell that story even further. 

 

Adam Stoker: [00:33:13] Allie, this has been fantastic. Thank you so much for coming on. I want to make sure that people understand how to get a hold of you if they have additional questions or what’s the best way to find you? 

 

Allie Martin: [00:33:23] I am on all social media platforms @thealliemartin and it’s A-L-L-I-E. So, would love to connect with any of the listeners on what they found valuable from the episode. 

 

Adam Stoker: [00:33:34] Great, well, thanks so much for coming on Allie, this has been great. 

 

Allie Martin: [00:33:36] I am so excited that we had the chance to talk, Adam. Thank you so much for having me. 

 

Adam Stoker: [00:33:41] Absolutely. And thanks everybody for listening. It was another great show today. If you enjoyed the content, don’t forget to leave us a rating or a review, it really does make a difference. Other than that, we’ll see you next week. 

 

I’ve been getting a lot of questions recently from destinations around the world of, “Adam, why does my destination need a podcast? You talk about it on your show, but why?” The podcast format gives you the opportunity to tell that story in a unique way. And the most engaging form of advertising is storytelling. And that storytelling will allow the visitor to have a more well-rounded view of what they want to do when they get to the destination. And if you do an effective job of storytelling with your podcast, you get to access that audience through every stage of the funnel instead of renting an audience and not knowing which stage of the funnel that audience is in. 

 

So if any of you have considered doing a podcast, I would really look into it. It’s the long game. I would look at what it takes to start one. We obviously have a product at Relic. Every destination needs to start today and do a podcast. You will reap the benefits over the next several years and years and years. 

 

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