When you are ready to put your product on the market in a serious way, then you must add a very organized public relations campaign to your other marketing efforts. Public relations has the ability to be a very cost effective way of spreading the word about your products and services.
5WPR knows that Colorado is a state with a great deal of potential; however, you must target your PR into a niche that is appropriate for your products matched up with the right audience. The digital team at 5W Public Relations has put together this straight forward guide, to generating awareness for your Colorado business.
Here are some of the things that you should look for when you begin your public relations campaign.
Make sure that the public relations campaign that you begin connects the right audience to your product…
The production of your public relations campaign should not start until you have solidified your audience first. A great campaign that is directed at people who have no intention of buying your product is a waste of money, time and other resources. You can ensure that your audience is proper by using the concept of the “minimum value proposition” that is usually applied to production into the service of your public relations campaign.
The minimum value proposition basically means that you test your campaign in a cost effective way and measure the response. You then put money, time and effort into the responses that work, giving yourself a much greater chance of success without having to waste your entire marketing budget on one iteration of your campaign.
Make sure that your campaign is cost effective…
One of the main differences between advertising and public relations is that you should be able to create a sort of virality within your public relations campaign. If you are paying for every impression that you receive during a campaign that is supposed to be public relations, then you are basically running an advertising campaign.
When you analyze your public relations campaign, you should put less emphasis on cost per unit or cost per impression than you put on overall audience retention and infiltration. You may have to do business with an analyst that understands the difference in what to look for in an advertising campaign and in a public relations campaign; however, this is definitely one of the best investments that you can make in your overall marketing if you plan to include any sort of PR.
Target the social leaders even within your niche audience…
Public relations should involve targeting the social leaders within your niche audience even after you have directed your efforts into a specific demographic and social group. The reason is that it is much easier to convince a group of people about the authenticity of your company if your company is not the entity that is actually doing the convincing. Let the natural leaders within the community do all of the talking for you.
This is where you can pick up a great deal of your virality and cost effectiveness. Instead of giving a coupon to the entire audience, give it to the person who is most likely to show off the product and convince other people within that audience to make a purchase at full price. With a campaign like this running alongside your marketing efforts, you stand a great chance of infiltrating your target market without having to spend money on every individual.
The tips above in this article will get your local Colorado PR campaign started out on the right foot. Make sure that you have knowledge of the latest apps and technologies that will help you to create the PR campaign to spread the word about your products and services.