What is an SMT and do they work for influencer marketing?
An SMT refers to satellite media tour which is a common influencer activation. An SMT refers to having an influencer or expert participate in back to back live interviews and interactions with multiple local television news broadcasts of different networks. The goal is to help spread a specific message about the company’s product or service. An SMT works best for a business when the spokesperson is well known by the community.
How does an SMT work?
An SMT involves a series of television interviews via satellite and can last from between one and four hours. The spokesperson is situated in one location and is interviewed by television news journalists around the country, therefore maximizing efficiency of the spokesperson’s time as well as the business’. Imagine if you had to go from studio to studio to complete these interviews. It would take days! Each interview takes about three to four minutes and nearly a dozen or more stations can be interviewed.
An influencer as your SMT spokesperson
The best way to maximize the impact of a satellite media tour is to choose a spokesperson that is an influencer. The reason this is important is because not only will the audience of the network recognize and trust them, but generally the influencer will share the interview clip via social media, which will allow for even more impressions. The influencer can promote the interview in advance of scheduled airing as well, creating more viewers. The spokesperson can makes a big impact on awareness and credibility, and therefore the product or service purchase. A celebrity appearance via SMT can also be a huge audience driver. Some celebrities are willing to participate in SMTs, depending on availability and their love of the company.
SMT and Influencer marketing
SMTs and influencers are a perfect marriage. If you are planning an SMT for your product or service, it is best to integrate a full influencer program in order to get the most of the experience. You don’t need an SMT to have an influencer program, but you would have an influencer marketing program if you are planning a satellite media tour.
Related Read: PR Newswire- Media Tour Boot Camp