Consumer brands often think their big sale, fundraiser or ad campaign is newsworthy on its own, or, they fail to consider a media strategy entirely. Each is a 180-degree perspective falling short of its full potential.<\/p>\n
It’s important to remember that journalists and influencers don’t serve a brand\u2019s business objective, they serve their readers.\u00a0Creative public relations strategies can bridge the divide between corporate and editorial, generating content that is of value to media while supporting company priorities, maximizing resources and appealing to the larger consumer audience \u2013 All making the original marketing dollar stretch further and more effectively.<\/p>\n
If you\u2019re investing in a marketing endeavor without asking how PR can maximize results, you\u2019re likely missing out on exposure, customers and return on investment. Here are five examples of marketing strategies where results can be boosted via a 360-degree PR campaign.<\/p>\n
While your sales team focuses on sell-in, training and retail displays, a PR campaign can ensure media, potential investors and consumers recognize your growth and know where to find your products. Media support also shows retail partners you will help drive their business. 5W client, jane iredale<\/em> recently expanded into Neiman Marcus, a success complemented by a secured feature in Women\u2019s Wear Daily<\/em>. For a separate launch, 5W partnered with YouTube influencer Tati Westbrook to spotlight a brand expansion into CVS, driving immediate traffic and sales. Strategies can also include personal appearances and in-store events, location-based influencer campaigns and media relations work driving traffic to your partners\u2019 websites.<\/p>\n 5W client, It\u2019s a 10 Haircare recently sponsored the 2018 Miss America Competition. Instead of accepting the sponsorship package at face value, 5W launched a PR and social campaign surrounding the brand\u2019s promise to give free products to every person in the crowned Miss America\u2019s state. This resulted in more than 50 stories, including brand profiles with Refinery29<\/em> and Elite Daily<\/em> recognizing the brand\u2019s generosity. The team even coordinated custom hair care packages to each Miss America contestant, drumming up more than 3 million organic social impressions and winning over the contestants as brand advocates. The campaign turned a sponsorship into a meaningful, direct connection to fans, and captured more than 100,000 new customers.<\/p>\n This year 5W had the honor of representing Indie Beauty Expo, the largest trade show for independent beauty brands. (See our recap here.) Our multi-faceted PR campaign included pre-show media meetings, mailers and story coordination to secure coverage for exhibiting brands before the show opened, culminating in a special media preview day with more than 300 press attendees. As a result, participating brands received media coverage with Allure, Well + Good, InStyle, Marie Claire, Domino<\/em> and more, in addition to the show\u2019s retail and consumer exposure. Other PR trade show activations include securing broadcast coverage on site and setting up one-on-one meetings with industry press, allowing executives to make an impression with buyers and media in one event.<\/p>\n If you\u2019re partnering with a celebrity face, there are likely opportunities to offer media exclusive behind-the-scenes access and tease the campaign to press in stages to build buzz for your big launch. 5W worked on a Super Bowl commercial this year and leveraged the brand\u2019s underlying motivation for the commercial to tell a richer story across more than 390 media placements, exceeding 2.6 billion impressions and driving the commercial to win several awards and reach trending status on YouTube.<\/p>\nYou\u2019re Sponsoring an Event<\/strong><\/h2>\n
You\u2019re Participating in a Trade Show<\/strong><\/h2>\n
You\u2019re Airing a Commercial<\/strong><\/h2>\n
You\u2019re Giving Back<\/strong><\/h2>\n