Earned exposure comes from customers who are satisfied with the products a firm offers.

In this case, the new product will get publicity from people who have used and liked their
previous products. The two outlets by which the company might get the exposure from are; first,
professional skateboarders who might have used their initial products. Through this, the product
will be exposed to other professional skateboarders and also the amateurs who look up to them.
The second outlet would be using skating clubs, where there are people who have used their
products initially. This means that everyone who comes to the club will know about the products.
The primary reason why people will be interested in spreading information about the new
products is that they like them; hence, they will just be telling others how the products are
excellent.
The earned exposure will work on the ground, but it will not give great results unless it
incorporates paid and owned media. Owned media means that there are online platforms that the
company owns and can use to market their products. Some of these include posts on their social
media platforms like Face book, which will advertise the products. For this case, the posts might
be of the professional skateboarders using the products for the audiences to see how effective
they are. On the other hand, paid media means that the company invests its money and pays for
their advertisements to run on specific platforms. On the paid media strategy, they could use
Google ads on sites, which are frequented by their target audience like on skating tutorials on
YouTube. The adverts might be the same ones used in their owned platforms. This will help
them reach new audiences.