The evolution of PR in 2020 must be Visibility Not Just Vanity
There's nothing better than seeing your brand or even your own face in the glossy pages of your favourite beauty magazine and we guarantee to make this happen for numerous clients every month. But ask yourself this - how many sales did you make from it?
Whilst press inclusion is valuable, and we would go so far as to say essential, for any growing and competitive brand earned media is just a small part of successful media growth in 2020. Brands now need to tick so many more marketing and engagement boxes before they focus on stand-alone PR. Traditional PR has been measured on what some call 'vanity metrics' which is how many times your brand has been talked about in the trade and consumer press. Now is the time to target your brand towards visibility metrics for growth.
There is an art to getting someone else to talk about your brand news or story and PR's are storytellers who create content to share with the media that is engaging enough to share with their public.
As a seasoned business development specialist, I always have my eye on the next sale, not just for PR Clubs but for all of our clients. As's PR's we are creatives and storytellers, content creators and engagers and this skill is perfect to overhaul and rebrand your content and brand messaging to ensure that you never miss a sale and encourage potential customers to come and find out more about you.
Content strategy and planning are key in your marketing, blog posts, newsletters, website and digital marketing all driving traffic and new customers to your sales pages but we often speak with brands who are unsure how to do things right. All of these content factors raise your brand visibility and with measured analytics can show you the real path to perfecting your ROI or return on marketing and PR investment.
Buying decisions are shaped by two things: stories told and the memories they leave behind.
So often we are approached by potential new clients who have just spent a year 'working on' their PR or rather spending money on their PR! They have eagerly set up a retainer with a PR firm, who have sent hundreds of products to journalists and magazine head offices and sat back and waited for their moments of glory in print. But nothing or very little happened.
When they were 'new' they got a few press bites but now they have been in business a while none of the press seems to be interested. Then they take a look back at their sales and enquires and begin to despair and wonder why they started everything in the first place. They did not get a booking and they did not make a sale that they could directly link back to any articles. They feel like they wasted their money but that needn't be the case.
They just forgot to tell people their WHY. They didn't share their personal story and they forgot to do their own marketing! Customers are still not talking about or engaging with them and often a hasty Google search ensues and then the phone rings at PR Clubs HQ!
Nobody Knows You
Brand exposure and awareness is key and refers to the extent to which customers are able to recall or recognise a brand. Brand awareness is a key consideration in consumer behaviour, advertising management, brand management and strategy development.
If you’ve been in the marketing world for a while, you’ve probably heard of the Rule of 7 and if you haven't then grab a cup of something because we are going to tell you about it!
First things first, it is nothing new, we did not invent it and there is no doubt that it works.
It’s been proven over and over that the more positive contact you have with customers and prospects, the easier it is to develop and sustain relationships and ultimately, close more sales. Unfortunately, you’re one of the thousands who are vying for your customers’ attention and that teeny mention that you had (or want) in your favourite glossy mag is just 1 of 7 ways that your ideal client can come across you or your brand.
The Marketing Rule of 7 states that a prospect needs to “hear” (hear, see, touch, recall or hear about) the advertiser’s message at least 7 times before they’ll take action to buy that product or service. It’s a marketing maxim developed by the movie industry in the 1930s. Studio bosses discovered that a certain amount of advertising and promotion was required to compel someone to see one of their movies.
Today, without a clearly-defined brand exposure and marketing strategy to map out how you’ll touch that prospect at least 7 times, your odds of success are pretty slim. In fact, today you might need more than those 7 times just to be heard above all the clutter that’s in people’s Newsfeeds or fields of vision.
What’s said in your messages matters
Your message does not start in a magazine article or even on your products or shopfront your real brand story is created by the things that you write, the story that you tell, where and the way that you share it and how many times.
You need great content and touchpoints and that could be: blog posts, newsletters, website content, sales pages (landing pages), email marketing, promotions, competitions, user-generated content, partnerships, Key Opinion Leaders or Key People of Influence, Influencer mentions and much more.......
The consumer's ability to recognise or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but he or she must be able to recall sufficient distinguishing features for purchasing to proceed.
For instance, if a consumer asks her friend to buy her some gin in a "blue bottle", the friend would be expected to know which gin to buy, even though neither friend can recall the precise brand name at the time. Different types of brand awareness have been identified, namely brand recall and brand recognition. Key researchers argue that these different types of awareness operate in fundamentally different ways and that this has important implications for the purchase decision process and for marketing communications.
Consumers are believed to hold between three and seven brands in their consideration set across a broad range of product categories. Consumers will normally purchase one of the top three brands in their consideration set. Make sure you are in the Top 3!
Brand awareness is a key indicator of a brand's competitive market performance, how does your brand measure up?
Given the importance of brand awareness in consumer purchasing decisions, marketing experts have developed a number of metrics designed to measure brand awareness and other measures of brand health. These metrics are collectively known as Awareness, Attitudes and Usage (AAU) metrics. But whilst a great place to start these metrics have not been widely adopted and are voluntary.
Beauty PR Club wants each and every client on a carefully planned and measured course for success and on that basis, we do not have traditional 'Retainers' we instead offer 'Service Contracts' based on the desired outcomes and measured results. Brands work with us for as long as they want to work towards successes.
As a team of writers, ex-beauty editors, PRs, business developers and marketers we realise that brands must pull marketing, advertising and PR functions together to enable growth and to increase sales in 2020 - we call it Results Relations®, where there is a measurable result of strategy, advertising and marketing efforts made v sales gained.
Results Relations® - where there are measurable results of the marketing efforts made and sales gained.
To ensure a product or brand's market success, awareness levels must be managed across the entire product life-cycle - from product launch through to preventing any market decline. Through our Results Relations services, we can regularly monitor brand awareness data, and if statistics fall below a predetermined threshold, the advertising and promotional effort are intensified until exposure returns to the desired level.Beauty PR Club is expert in managing brand awareness through our unique results relations services for competitive beauty, grooming and wellness brands.
Get in touch today Here