DTC PR: Public Relations Strategy for Direct to Consumer Companies

Digital PR
direct to consumer marketing 05.12.18

Direct to customer marketing and PR has become increasingly popular in recent years. Today, merchants selling everything from mattresses to pet foods have seen that it’s more effective to speak to their customers directly, than to attempt to sell through major retailers in the modern age. According to a recent study by IAB, named the rise of the brand economy in the 21st century, the future of retail will be painted by direct to consumer relationships. The biggest problem is that many companies don’t know how to get started with direct to consumer PR.

Understanding the Value of Direct to Consumer

The first step in taking advantage of the direct to consumer model is understanding what it is that makes this sales model so effective. It’s safe to say that eCommerce has changed dramatically in recent years, and it’s continuing to change more as we move forward in 2019. Now, the multi-channel retailer is no longer as popular as they once were, and instead, customers are looking for brands that they can build a genuine connection with.

Legacy brands who relied on selling their products through large merchant stores are beginning to lose their impact in a world where consumers are keen to build lasting relationships with companies based on their unique personalities and selling styles. Today’s customers want to find a company that can deliver an excellent and unique experience. Often, it’s difficult to deliver a specific experience to a customer who is shopping with multiple brands at once.

Work with the Professionals

The easiest way to get started with a direct to consumer journey is to access the help of a professional. Direct to Consumer PR organisations know what it takes to delight and engage consumers in a new eCommerce environment. These companies have years of experience dealing with the relationships between companies and their target audience, without the middleman of a large merchant to handle too. With a direct to consumer PR agency, businesses will have the guidance and insight they need to start creating plans that speak to their audience.

Another important part of embracing the direct to consumer model is patience. Today’s companies often find that they get the best results when they start small and develop their strategies based on what they learn about their consumers as they go. Most PR organizations can provide today’s businesses with metrics and marketing reports that demonstrate what kind of campaigns their consumers respond to best. These reports are crucial in making important business decisions in the future.

By starting small and creating the right metrics to measure along the way, companies just getting started with the direct consumer model can make sure that they’re advertising to the right consumer, and that they’re using the right strategies for success. This not only improves the reputation of the brand in the long-term, but it also means that the company can reduce its chance of wasting crucial marketing budget.

As with many things in the business world, planning and the right support are the key to success.

How to Boost your Direct to Consumer Public Relations Strategy

The direct to consumer marketing and sales model is becoming increasingly popular in a world where today’s buyers have more control than ever. Modern customers can do all the research they need to do to learn about a brand online, and this means that they’re often making decisions based on the affinity they feel with that company and the experiences that it can offer, rather than making choices based on price points and product features.

Direct to consumer PR campaigns involve promoting products and services directly to the consumer, ignoring any middle men included along the way, like large marketplaces for instance. This strategy makes it easier for companies to build direct relationships with their customers – a necessity in the modern age. Here are a few ways to boost the success of a direct to consumer PR campaign.

Empower the Customers

One of the best ways to boost a direct to consumer PR campaign is to embrace the fact that the customers are the ones in charge. This means getting the customers involved in as many stages of the buyer journey as possible. For instance, some companies get their customers involved in coming up with new products or names for their brand. Others simply design a platform where their clients can voice their opinions about changes, they’d like to make to a product.

Businesses should speak to their PR teams about what they can do to improve their reputation by getting consumers involved with their go-to-market and product development strategy. A little input from customers can lead to significant growth from word of mouth marketing in the long-term.

Stay Native

Another thing to remember when you’re working on marketing plans with your PR company is that today’s consumers don’t like disruption. Modern customers generally download ad blockers and other technology to help them avoid things like ads and display advertisements. This means that companies need to make sure that their marketing campaigns are showing up in the right environments.

Native ads that are designed to appear as natural and organic as possible are often the best choice for the direct to consumer marketing approach. PR companies can help businesses to find the best channels where they can launch their native strategies.

Focus on Brand Awareness

Finally, brand awareness is crucial when it comes to direct to consumer PR campaigns. Brand awareness means not only making it easier for consumers to find and learn about a brand, but also giving them the tools they need to understand what the company stands for. PR teams are often very effective at supporting their clients when building an effective and engaging brand.

The best brands grow with a focus on the preferences and personalities of a target audience. When a business has their customer’s preferences in mind, they can build a brand that understands and appeals to their target market. As with most things, of course, building brand awareness can be a process that requires some testing and refinement. PR companies will be able to work with businesses to measure the success of their strategies along the way and improve the chances of long-term success.

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