Magazine article Marketing

PR Essays: Kaizo - Earn after Reading

Magazine article Marketing

PR Essays: Kaizo - Earn after Reading

Article excerpt

The need to prove their value has compelled PR practitioners to hone their skills to a point where those following the correct ideology can have a demonstrable positive effect on clients' business.

It is undeniable that marketing and PR spend is under more scrutiny than ever before. Clients are under pressure to prove tangible value to the business, and historically this has been a challenge for PR and earned media. However, it has actually been a force for good, compelling agencies and clients to question how activity is actually having an impact on the business.

It's created even more valued partnerships, and helped move PR away from being a 'nice to have' budget-line item to a 'must have' activity.

Of course, it isn't simple and different brands in different sectors will measure and monitor in different ways. A consumer electronics brand selling through Amazon is different from a B2B brand selling complex IT systems. The sales cycles, channels, cause and effect and timeframes are quite different.

However, there are four mantras that we believe help to deliver.

Sales cycles start and end through compelling stories and conversations

We start at the very beginning of the customer journey. What conversations do we need to be stimulating; what questions do we need to answer; how do we position the brand; and how best do we promote the product? When do we need to surprise; and when do we need to sell?

For Truvia sweetener, our Voyage of Discovery event on the roof of Selfridges told the story of the brand and its main ingredient, stevia, to consumers, retailers and partners. It created a potential customer base for well-executed ATL advertising to exploit when the product hit the shelf.

Communities are sales generators, not just 'likes' on a page

Although there continues to be a, perhaps unhealthy, fascination with the number of likes and followers a brand has, many are starting to see their social-media fans as more than just numbers. Conversations with these communities are starting to be valued as ways to increase propensity to purchase.

An example is Unilever VIP, a Facebook community that invited opinion, asked for ideas and actively looked to increase customer loyalty. Through a custom-built Facebook application, VIP encouraged consumers to engage more closely with 11 of the company's most recognisable brands, including PG Tips, Carte D'Or, Persil, Domestos, Magnum and cleaning range Cif. …

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