CPG Lifestyle Case Study

TO ENHANCE PARTNERSHIP & INVESTOR OPPORTUNITIES THROUGH EARNED MEDIA COVERAGE

THE CHALLENGE

An ambitious CPG brand, previously unknown outside its local area, aims to secure expansion investment and distribution partnerships.

THE KUDOS

“Exactly what we were looking for in PR representation…smart, tough, persistent, and well connected… Consistently able to pitch us to the right outlets at the right times to get the coverage we were hoping for. Tara and her team are great and she came up with multiple really creative ways for us to stand out from the masses. I would highly recommend Tara and I would happily work with her again in the future.”


Ryan H.,
Marketing VP
CPG Marketing | Product Innovation | Lifestyle Branding

THE SOLUTION

Engage business, lifestyle, and vertical journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Storylines encompassed purpose-driven, product-forward, and executive thought leadership,  Ensure national reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and on-going media training. Develop owned media assets, including video, press kit, and investor deck to stand out from the pack.

NATIONAL REPUTATION MANAGEMENT


Our national brand, competitor and category monitoring informs corporate decisions including partnerships, product development, and U.S. trends in the lifestyle and wellness category. We’re able to zero in on emerging trends before they happen and activate with strategic pitching.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

OWNED CONTENT DEVELOPMENT


On-brand owned media, including branded video and regularly updated press kits and investor decks.

EXECUTIVE BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

AGENCY & PARTNER COLLABORATION


Work hand in hand with a branding firm to ensure consistent key messaging and partner PR agencies to ensure joint announcements are mutually beneficial.

THE RESULTS


Magazine cover featuring brand name and CEO

846 


Unique media mentions in 12 months.

10


Expansion to 10 additional U.S. states and 1 international destination

$7.4 million


Earned media value in 12 months

1


Clio nominated branded video

9% 


Share of voice against 5 aspirational, better funded, more established, national brands.

PR Firm California
Lifestyle PR Firm in California
Business PR Firm California
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Consumer Technology PR Firm
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Cannabis PR Agency California
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building trust with PR

Building Trust with PR in a Volatile Environment

 

Building trust with PR is what tomorrow’s leading companies are doing today. Trust is a truly earned currency. There’s no fast tracking it and it’s easier to gain than it is to get back, so trust is a cherished and worthy asset for any company with ambitions. It’s essential for companies to build trust with key constituencies, whether those be consumers, investors, or other community stakeholders. After all, it’s virtually impossible to succeed if your audience can’t trust your company. And yet, it’s getting harder and harder for companies to win over skeptical consumers and communities.

Many factors have contributed to this volatile, and sometimes outright hostile, business environment. We’re all more engaged with the news and the world than ever before, which means we are more aware of what goes on “behind the curtain” at major companies.

Social media platforms are unethically harvesting and profiting from their users’ data. Major corporations are coming under the microscope for how they treat their employees. Income inequality has become a hot-button political issue. The environment is being irreparably damaged by companies exploiting it for a profit with little thought to how it will affect us and future generations.

Faced with innumerable examples of corporate greed and misconduct, it’s no wonder that the public’s trust in the business community has crashed. The 2019 Edelman Trust Barometer found that only 56 percent of people trust the business community to do the right thing. When nearly half of the marketplace harbors fundamental misgivings about businesses’ willingness to behave ethically, companies that want to earn consumers’ trust have their work cut out for them.

The world of business is hardly alone in coming under greater scrutiny from the public. Many people have grown increasingly distrustful of government entities, nonprofits, the news media, and other institutions. In the minds of a skeptical public, these organizations are in business for themselves, not their community or the world at large. That same 2019 report from Edelman found that only 57 percent of the public trusts NGOs to do the right thing, and the figure is even lower for the news media at 47 percent. A 2019 study from the Pew Research Center found that only 14 percent of Americans trust the government to do the right thing “most of the time.”

 

How to Use PR to Earn the Trust of Your Consumers, Investors & Stakeholders

So, what can companies do to earn the trust of an increasingly skeptical public? The study suggests the right way to do it. The lone bright spot for companies is that while much of the public doesn’t trust the business community as a whole, they tend to trust their own employers. The 2019 Edelman report found that 75 percent of people generally trust their employer to do what’s right. This data suggests that when people get a chance to know a company better, they can be convinced to give that company the benefit of the doubt.

Edelman’s research found that 58 percent of employees count on their employers to be reliable sources of information about social and political issues. Furthermore, 67 percent of employees expect their employers to join them in taking a stand on issues they care about. Employees also have high expectations of CEOs and other executives, with 71 percent believing their CEO should respond to social and political challenges. The general public agrees, with 76 percent saying that CEOs should directly address societal issues instead of waiting for governments to respond.

These data points offer a roadmap for brands looking to increase trust with their customers. Consumers are looking for businesses to drop their old ways of doing things and embrace the challenge of change. Brands that rise to meet this challenge can tap into the zeitgeist and build a better, healthier relationship with their customers.

One of the most effective tools to building trust with the public is a well-crafted public relations campaign. Why PR for trust building instead of advertising or marketing? It all comes back to the trust factor. Advertising and marketing are what you say about yourself, while PR is what other people say about you. Many people either ignore the content they see in ads or reject it out of hand because they don’t trust it. They believe that advertisers aren’t truthful or that companies exaggerate the claims in their marketing materials.

By contrast, PR is all about crafting a message for your company. There’s a risk here, as you don’t control the entire story yourself, but the potential benefits are worth the trade-offs. Because so many consumers don’t trust what they see or hear in ads, they look to third parties like news media, blogs, and other sources to verify those claims. A well-placed story in the right publication will do more for your credibility than any ad spend ever could. Furthermore, external links from reputable publications are a key factor in search engine results, meaning good PR can also make it easier for people to find your company.

 

Need Help With Your Trust Building PR Campaign?

Creating effective, striking PR campaigns for purpose-driven brands is what we do at Avaans Media, and we’d love to bring our expertise to your company. We have the media contacts, talent, and creative vision to craft the perfect PR campaign for companies of all sizes and in all manner of industries.

Our past clients have included consumer packaged goods manufacturers, nonprofits, and tech startups. We’ve even led a global campaign focused on boosting tourism for an entire country. In each case, we made sure to highlight the organizations’ values and strengths, and in each case, we achieved resounding success.

When you partner with Avaans Media, you’re getting a PR agency that knows how to showcase what makes purpose-driven brands special. We’ve been helping companies build trust since 2008. If you’re ready to see what we can do for you, visit our contact page to set up a phone call with one of our offices. You can also find our team locally in Denver, Phoenix, San Diego, Honolulu, Los Angeles, and New York.

CONTACT US TODAY

social media ads during COVID-19 case studies
successful social media influencer campaigns

Successful Influencer Campaigns Aren’t Unicorns

PR has a number of tools in its tool belt, one of them is successful influencer campaigns & partnerships.

In consumer goods, influencer marketing is establishing a significant place in the mix. When we see some of these campaigns, a little part of our PR soul dies. Frankly, some of them are brand-damaging and unlikely to have an influence on sales. When working with influencers, you’re already taking a risk that there’s a past or future PR fiasco that could affect your brand reputation.  Influencer marketing should be considered paid media and owned media and just like you wouldn’t put out an ad or other content that damages your brand, nor should you execute an influencer campaign without consideration. Some people seem to think so long as you’re getting your product in someone’s IG story that’s all that matters, we disagree.

We believe all consumer goods PR should be executed with strategy and thought. While influencer campaigns aren’t exactly the same as ads, we take insight from advertising research to inform our recommendations. 

On average, it takes 21 brand exposures to bring someone to the purchase phase.
5-9 brand exposures to create brand awareness
more than 10 exposures during the consideration phase

While influencer campaigns are a paid opportunity (influencer rate range from product exchange to $1 million per post), there are public relations and brand opportunities and implications as well. While you might not be able to spend $1,500 per post, you should seriously balance the PR and brand implications.

 

Working with an influencer is NOT the same as placing an ad, so we also wanted to share our best practices for a  influencer campaign.

Get Crystal Clear on Your KPIs BEFORE Reaching Out to Influencers

If your consumer goods influencer campaign objective is SEO value as opposed to brand awareness, those are actually very different campaigns. They are both relevant.  Who you work with will be different. The number of influencers you work with will be different. How you CHOOSE the influencers might be different.  But even if you’re doing an influencer campaign for SEO value, we beg you to consider the brand implications.

For many CPG brands, their brand may be their most valuable asset, so treating the brand with long-term implications in mind is essential to the longevity or value of the brand. From a brand building and cannabis PR perspective, for MOST brands, our perspective is to go deep, rather than wide with cannabis social media influencers.  The biggest reason this is our typical approach is because of the importance of repeated exposure. This is PARTICULARLY important to emerging CPG brands whose other marketing initiatives are constrained.

Influencer Campaign Success #1:  Choose Your  Influencer Partners Carefully

No matter what strategy you apply to your influencer campaign, align with influencers who align with your brand. If you’re a wellness brand, maybe partnering with an influencer whose feed is about their last party isn’t natural synergy, the influencer’s audience may not receive your product well.

Why is a wellness driven product doing an influencer campaign with influencers aligned with party culture? Why not align with a nurse, a yogi, and a marathon runner? It’s jarring for customers to see inconsistent messages and creates brand confusion. Getting brand awareness is hard enough to do when you act with brand clarity, why make it harder on yourself?

Instead of looking at followers, look at engagement & reply rates. But dig a little deeper on those engagement rates, they should be consistent with typical engagement. If your influencer has 10,000 followers and 3,000 likes and 1,500 comments, that’s a red flag and suggests automation. On the other hand, if your influencer has 700 posts and 35 million followers, that’s disjointed as well. For context, as of this writing Kylie Jenner has 42M U.S. followers (164M globally), of which 1.2M are evaluated as authentic U.S. engagers, according to HypeAuditor.   Is it POSSIBLE that they reached 35 million followers over 700 posts? Yes, but there must have been a viral trigger, so look to see what that could be.

Take a careful look at the other brands the influencer has worked with and see how they align with you. Have they worked with your competitors? Is that an advantage or a disadvantage?

Since this is likely a paid relationship, you should also be evaluating their overall professionalism. How thoughtful and eye-catching is the content, how professional is their response to your inquiry?

Ruthlessly review their past content for any red flags that could cause your brand problems, and also consider ways to mutually separate in case of a brand clash in the future.

If you follow the other steps below, this stage is incredibly important.

Build a Relationship with the Influencer Before Your Influencer Campaign

Note I keep referring to social media influencers as partners. Treat them as such, treat them as humans. Social media influencers will have an emotional response to how they are treated and no matter how professional they are, how you treat them impacts the outcome. That’s because the POWER of influencers is in the PERSONAL.

Why undermine the most valuable part of the partnership? Why not turn that influencer into an actual advocate?

By inspiring your cannabis influencer, you can bet they’ll have an easier time inspiring their followers and creating content that’s consistent for both brands. Meet with the influencer if you can, engage with them as they’re experiencing the product for the first time.

Explain your favorite aspects of the product/brand and discuss your brand values and vision, so the influencer can align their value systems and genuinely connect with the brand.

This more personal relationship approach is something 90% of influencer campaigns lack, and it shows.

Another reason to build a relationship with a brand influencer is to review how you’ll mutually handle it if the account is shut down during the campaign or afterward.

Allow The Influencer Creative Freedom & Voice

Effective  influencers have their own style of content and voice, you’re likely attracted to that style and voice – let then keep it. Influencers are master content creators, they see the world through a lens that sparks enthusiasm by their followers. A great influencer will happily develop content ideas that meet your objectives, while also reinforcing both brands. This content will put a fresh spin on your brand.

Collaboration magic happens when two brands align in such a way that it seems absolutely natural. Collaborating WITH the  influencer on content as opposed to directing or scripting the content enables to you leverage the influencer’s own brand while also enhancing yours.

Know FTC Guidelines

Make sure to review FTC guidelines on disclosure. This is especially important because it’s almost always the brand who the FTC investigates. The brand has more skin in the game, so the brand needs to be the enforcer.

 

securing speaking engagements

There are only so executive speaking spots in a given year.

Securing an executive speaking engagement is an honor, so if your  PR and marketing plan includes pitching trade show organizers, it’s never too early to get your house in order. Every conference opens calls for speakers differently and every conference accepts pitches differently, but if you get your house in order submitting for speaking engagements will become exciting and fun!

1. Do Your Homework 

Before you submit your industry speaking pitch, take a look at the speaker FAQ page, if one doesn’t exist, send an email to the conference organizer asking what topics they’re seeking and what parameters you should consider before submitting.  As a former conference organizer, it always surprised me how many questions we received which were readily available in the FAQ; alternatively, when I received questions, it was always a welcomed opportunity to hear what was unclear and how we could improve.

Review past speakers and talk to attendees at the conference, if you haven’t been yourself. Find out who the most successful presenters were and why the audience loved them so much. Review the conference hashtag and see who people talked about and why. Take a look at relevant magazine headlines, where are the emerging industry stories and can you tap into that in your presentation? Before you start pitching, do your travel budget because most executive speakers pay their own way.

Take a servant-leadership mentality and really think about who the audience is and how you can add real value to their business.

2. Consider the Organizer’s Needs

During your pitch, it’s not about you. It’s about how you can add value to the conference organizer and attendees. Take stock of your recent PR wins and use them as social proof. Conference organizers want to be sure their limited presentation spots are filled by people attendees want to hear from. The conference organizer’s job is to get people in the door, enough people to make exhibitors and sponsors thrilled by attendance – many people are so focused on promoting their key messages in the pitch they forget about the audience when they’re submitting for a speaking engagement.

Regardless, when you’re developing your pitch, don’t shy away from pointing out how your topic is timely and relevant to the specific audience the conference is trying to attract and why the attendees will be thrilled by your presentation. Articulating how you will drive traffic to the conference will also get an organizer’s attention.

Help the organizer visualize how you can help them, point out your strengths:

Conference organizers are also drowning in applications. Sifting through speaker applications is often like sifting through resumes, it’s monotonous, so speak directly to the conference organizer’s needs in your blurb. For this reason, some conferences are largely pay-to-play, speaker slots are primarily reserved for industry heavy hitters and sponsors or those willing to pay the conference organizer a fee. In that case, you have three choices: become an industry heavy-hitter by using the many PR and content avenues open to you, sponsor the conference, or blow them out of the water the other 4 tips presented here. Want to guarantee a speaker spot? Do all of it.

 

3. Develop Your Distinct Point of View

Be a Bold Thinker

Be bold, be current and don’t be afraid to take a strong stand on an industry or cultural topic. A strong point of view and a strong title will go along way. If you’re unwilling to take a bold stand, then think about sharing an insightful case study that transparently digs deep into what went right and what went wrong.

Be an Expert:

Share your distinct expertise, give the attendees something no one else can give them. Develop 1-2 memorable, quotable statements which you’ll use in your pitch and during your presentation that illustrates your distinct point of view. Show the conference organizers that you’ll have the attendees talking about your presentation.

4. Get Your Assets In Order

Because executive speaking engagements are competitive, make sure your house is in order.  One key element is all your public-facing assets. You might say that you don’t have time for this, but if you look around, the conference speakers who always get the gig do these things – even CEOs.

Social Media

For example, kick it into gear on social media. Many conference organizers will look at your personal and cannabis brand’s social media to get a sense of how engaged you are with the cannabis industry and whether the industry views your CEO or brand as leading in some way. Use your social media strategically and be sure to engage your audience.

Company Website

Create a speaker’s page on your blog with sample topics and presentations you’re prepared to give. Social media is another straightforward way for conference organizers to differentiate executive speakers.

Content

Make sure your headshot is professional, develop some industry blogs for your website that reflect your thought leadership. Use LinkedIn for those pieces as well.  For these pieces, you can think of quality over quantity.

Do a Google search on your name so you know what the conference organizer will see when they look you up,  take the necessary steps to improve the search in advance of your speaking pitches.

If you’re new to speaking at the conference, be prepared to submit a video of yourself presenting on your topic and a letter of recommendation from a communications professional or industry professional.

5. Be Human & Personalize

Speaking at industry conferences is an honor, and yes, a great opportunity. Remember to be authentic and genuine in your speaker pitch. Make your pitch empathetic and about the industry and the organizer, show that you really understand that it’s your job to make your presentation great, not the other way around.

public relations success

Plan for public relations success with these critical 3 tips

A little advance planning can make all the difference between public relations success and public relations frustration.  Public relations is increasingly important for companies and there’s nothing like a new year to give your brand and company a fresh image. PR firms are here to be your partners in success. As you pull levers for world domination next year, lean on your  PR firm so that together you’re on the same page about how you mutually define success. Here are 3 tips for working with a PR firm or formulating your in-house PR plan.

1.Determine Your Measurable PR Goals for Public Relations Success

PR success comes when there’s absolute clarity about goals. Your PR goals should match your business goals; make sure your PR firm knows how you’re REALLY defining success. Don’t hide your perspective from your PR firm and expect that the results you want will magically appear.  Make sure your  PR goals align and support your activations, product launches, and partnerships.

PR and marketing goals and KPIs should be:

  • Measurable
  • Attainable
  • Relevant

The two most important considerations when defining your goals is ensuring that they are measurable and ambitious enough to be significant, but attainable with your budgets and efforts.

Measuring your PR and marketing efforts should include a baseline so you can track improvement. If you don’t have a baseline, you may need to evaluate how you will measure success and it may require something like an industry average or an industry survey. At Avaans, we include a number of KPIs during our monthly reviews, these KPIs are tracked the same way every month, so over time, we can really pinpoint what works and what doesn’t for each brand. We’re completely transparent with our clients about how we came to those KPIs and why they’re important for us to track internally for cannabis PR success.

Attainability is an important KPI. If you’re shooting for the stars, make sure all your assets are in place to support that goal. Assets also include time and brainpower.

There should be KPIs for marketing and KPIs for PR that have crossover. For example, new website visitors, inbound links to your website, both of those metrics will be impacted by both PR and marketing initiatives.  Sometimes we hear people say that they don’t want to give PR and Marketing joint KPIs because they feel it reduces responsibility, but when your KPIs are aligned with your overall business goals that encourages your PR firm and marketing agency to work together to accomplish the company’s mission-ultimately it’s not about pitting one set of KPIs against one another, it’s about achieving success and measuring respective impact.

2. Define Your Target Audiences

As a PR firm who works with highly ambitious brands, we often hear goals like “We want to be featured in XYZ publication.

When a single piece of press helps secure millions of dollars in funding, throwing all your efforts at securing that press is worth almost any PR and activations fees. That’s a great goal, so consider who your ultimate audience really is for any given publication so you can set yourself up for  public relations success. Many times, public relations  success is defined by share of voice within a specific audience.

Your audiences may be in the B2B space, they may be  consumers, they may be investors or partners. Be clear on who you’re trying to reach with each KPI and objectives-share your objectives with your PR firm, so they’re clear on where you REALLY want to be.

Sometimes earning national press even when you’re only in a few markets is strategic as the audience is potential investors or industry partners who like knowing that the brands they’re partnering with have enough clout to secure national coverage.  Alternatively, you may want to show that your brand is well received by multiple consumer types, in which case you may wish to have press in particular interest verticals.

3. Plan for Public Relations Success and Budget Your Activities

Public relations is an incredibly broad level to pull. Within your budget, you should be allocating events, sponsorships, social media, media relations, and asset/owned media development.

Chances are, in order to reach your pr and cannabis marketing goals, you’ll need to execute on some initiatives.

And, you’ll need a corresponding budget for these activities. A good marketing and public relations firm can help you allocate your budget to match your objectives.

At the very least they can tell you how to best allocate an over-all budget or at least inform you of best practices and first steps. A great example of this is events – events can be held for all sorts of objectives, from customer appreciation to media awareness. While both of those objectives MIGHT turn into earned media, it’s important you consider what it will take to earn press coverage on an event, before you spend the money on an event. Sponsorships are another area where the activation is an important marketing objective, but PR may be able to help you define some ways to use your sponsorship in a way that improves your industry image or earns you media coverage.

Need Some More Direction? Give Us a Call

You know it: CBD beauty marketing is competitive.

We’ve all seen it, it’s a thing, especially in the beauty industry: big-name players with big budgets purposely confusing consumers with hemp seed oil to take advantage of the CBD beauty marketing trend. Except for one thing: hemp seed oil, while perfectly wonderful, does not contain CBD.

Want to know why this is so important? Check out Google Trends  .  CBD beauty & CBD skincare leads the pack, but hemp beauty is in the mix and gaining momentum.

Consumers are confused.

You can blunt this confusion with a couple of strategies that we think are really important for the cannabis beauty community to embrace.

Make CBD Your Lead Message

In ads, in content, in every interview, help consumers understand the differences between hemp and CBD. The benefit of this is two-fold. Certainly education, but if you’re smart (and we know you are,) it also gives you a talking point that leads to benefits without making claims.  Use PR to illustrate the story, give the back ground of CBD and address the confusion head-on. Use marketing and branding to highlight CBD, which is increasingly accepted and the reason why beauty marketers are even embracing hemp again.

Incorporate Sourcing Into Your CBD Beauty Ingredients Messaging

Help consumers understand what they should be looking for in CBD beauty products. Explain over and over again in your PR and in your content that appropriately sourced CBD is important and provide ingredient information on your site. Consumers are conditioned to ask about sourcing more and more. Lead the CBD marketing pack by sharing sourcing details for your CBD.

P.S. did you know that products with ingredients listed sell better? Consumers increasingly care about what’s in their skin care products. Big skin care companies know this, that’s why they always feature particular ingredients. But since you’re competing with big budgets on this, go the extra mile and include all your ingredients along with a beautiful description of why they’re included.  This strategy not only engenders consumer trust, it helps consumers understand what to look for when they want CBD beauty products.

Look For People Who Understand The Difference Between Hemp & CBD

When you’re looking for CBD marketing partners or CBD PR partners, make sure they know the differences between hemp and CBD. You’ll find yourself explaining it over and over again otherwise. And if your CBD marketing company or CBD PR firm can’t articulate the difference, how will they understand what makes your brand stand out against both hemp and other CBD beauty brands? As an industry, it’s important that we get our messages right and that we use our considerable opportunity to both educate and define our industry and the special nature of our plant.

media relations on twitter

It’s no secret that social media applies to today’s brands. As I write this, Instagram is the social media darling of lifestyle, travel, and consumer packaged goods (CPG) brands. Subject to change pending finicky social media trends. In the meantime, I’d like to bring a fresh perspective to another social channel you probably AREN’T using because it’s coming up more and more these days.

Media Relations on Twitter

But if you’re wishing you had more media or are working with an agency like us, to garner earned media or free press, this tip is a great relationship builder with media outlets and journalists. Mostly when we look at the taskmaster that is social media, we consider the consumer’s journey. You probably even consider where the “hot” or most relevant influencers are spending their time. I bet when you think about influencers, you think of those magical unicorns appearing in so much news these days. But guess who is often more influential, both online AND in person than these folks?

Before I answer that question, please allow me to reacquaint you with a social platform you hear about every day, but probably don’t use much yourself these days: Twitter.

Today’s Twitter is a different than only a few years ago. The average person isn’t using Twitter much these days. But who ISN’T average? ACTUAL Influencers: journalists. Media relations on Twitter is different than approaching an influencer, but the platform has numerous opportunities for engaging journalists.  

Moreover, Twitter users are above average in many ways. Further, the active Twitter user is hyper-engaged on Twitter.

According to the Pew Research Center (April 2019):

  • Twitter users are much younger than the average U.S adult.
  • Twitter users and are more likely than the average U.S. adult to have a college degree.
  • “The most prolific tweeters – those in the top 10% by number of tweets – are responsible for 80% of all tweets created by U.S. adults.” And guess what else?
  • The average Twitter user is younger than the average American, “Twitter users are nearly three times as likely to be younger than 50 (73%) as to be 50 or older (27%).”
  • And for those of you courting females: The most prolific tweeters among U.S. adults are especially likely to be women. Among the most prolific tweeters – again, those in the top 10% by number of tweets – 65% are women. Women account for 48% of less prolific users.
  • 60% of Twitter users reported that they definitely voted in 2018, compared with 55% of all U.S. adults.

WHY THIS MATTERS MOST IN MEDIA RELATIONS

When you look at the above statistics, who do you see?

I know who I see: journalists and freelance writers. Journalists are more trusted than influencers like Kim Kardashian, more connected than the average American, and open to new experiences. In short: journalists are more important than influencers.

According to News Media Alliance, Twitter is “now it is considered almost a requirement that writers and journalists have Twitter accounts and that they actively participate in conversations happening on the platform,”

Here at Avaans, we help bridge that gap between journalists and businesses and we’re here to say: if you’re interested in media coverage, you need to be on Twitter. There’s a reason PR firms call it “earned media” as opposed to “free press,” and that’s because media coverage isn’t free and relationships matter.

Look at journalists and the media as the people MAKING the news and this group of influencers is very active on Twitter as a group.

Journalists and writers are using Twitter to source stories, see if a brand is worthy of coverage and yes, talk amongst themselves. Twitter is useful in finding out about a journalist’s point of view, recent stories and personal interests all of which can be helpful when framing a conversation or suggesting a story idea.

3 WAYS TWITTER IS DIFFERENT FOR BRANDS

You can (and should) use Twitter differently than you use your other profiles, but do use Twitter for media relations. Consider it an opportunity to present your story and products to a group of highly engaged and influential community.

  • Share news, branded content and yes, content from journalists and media outlets.
  • Don’t worry too much about measuring engagement, because the average Twitter user is reading more than posting, liking or sharing, “The median user tweets just twice each month,” (Pew), but do be aware that the most engaged user is using Twitter A LOT.
  • You may wish to share news and updates more than once and you may wish to stand out with others by actually engaging.

And if that’s not enough for you, keep in mind that the Twitter user skews younger than the average U.S. resident, younger than Facebook and open to new experiences, overall, sounds like the average cannabis user.

Fundamentally, our advice about social media is to pick the channels you can do well-and do them well. In the case of Twitter, it doesn’t take much to do it well and can be an outstanding place for your brand to be seen by real influencers.

Sources:

https://www.pewinternet.org/2019/04/24/sizing-up-twitter-users/
https://www.pewresearch.org/fact-tank/2019/04/24/key-takeaways-from-our-new-study-of-how-americans-use-twitter/https://www.newsmediaalliance.org/how-to-twitter-for-journalists/

is a press release worth it?

Is the press release dead?  For years now, that question has been hanging over the public relations/journalism world. And the question is a fair one – when millions of press releases are issued daily, often without consideration of the journalists receiving them, do press releases work anymore? And issuing a press release through a credible wire service costs $1,000 or more depending on variables like length, number of images or videos, and frequency.

Given their expense, is a press release worth it?

What we’re talking about here is legitimate company news that is appropriate for a wire service, but isn’t a securities and exchange or public shareholders requirement. So this legitimate news could be based on research, a new hire, a new product, it can even be a statement based on industry news, issued over a wire service like PR Newswire, Business Wire, Globe Newswire or similar.

A press release is but one tactic in the media relations tool kit. It’s extremely unusual that your news, even your most exciting news, (“We launched..! We bought…! We secured…!”), applies to every single national outlet, without customization about why it applies to the reader or journalist’s beat. There are plenty of occasions when direct outreach to the press will generate better quality and more tailored coverage. Plus, journalists aren’t really all that jazzed to receive the same (untailored) information as hundreds of thousands of other journalists; at that point, they view it as a status update instead of news.  But then why do these services charge so much?

Well, most quality wire services reach thousands of outlets at once and most will get reprints of your press release in at least a few national online outlets.  But that press release syndication can come in handy on the web.

The press release isn’t dead, it’s just viewed differently by both journalists and public relations professionals today. So when SHOULD you go through the expense, sometimes over $1,000 per release, of using a wire service? Here are 5 times issuing a press release over a wire service can serve your strategic interests.

It’s Still Got Social Proof:

When you search on a business name and  the release appears under “news,” tell me that doesn’t impress you a little? Of course. That’s why earned media is so valuable. Vendors, customers, investors, they all like seeing that too. It shows you’re committed to your brand, your growth, and your reputation. If you’re positioning for acquisition, IPO, or investors, having a consistent history of press releases provides credibility and social proof.

Consistent (but not overwhelming) press releases are also a good way to stay in front of news outlets. When your brand is top of mind at the moment editors are assigning stories or looking for ideas, it allows your public relations budget to go even further. Press releases also offer background information for journalists writing today’s story; they serve as a good historical marker to your company’s achievements, which can get buried on a website.

You’ve Got Video on a Major News Item:

If you or your company has a unique point of view on a breaking news item, especially if it’s video,  TV stations are always looking for high-quality video for of-the-moment topics, that’s a great opportunity to send out a well-timed press release.  Make sure your video has a distinctive point of view and that it’s relevant to your key messaging. Make sure your video is high quality enough for TV and name your video using relevant and keyword researched words.

Help producers and journalists by using your press release to give context to your quote and be sure to show the speaker’s name clearly in the content.

You’re ABSOLUTELY Clear On Your Audience:

Most of the time your audience is the press, after all, those are the subscribers to wire services – to pretend there is any other primary audience is misleading. But given that most journalists aren’t responsive to press releases, there may be an opportunity to be a bit disruptive.  There may be an occasion in which your release speaks directly to the consumer as opposed to the journalist with a jazzier (note: not promotional) lingo, maybe direct to consumer quotes, and direct to consumer ideas or recommendations that could also interest slow-news-day fodder. Note: we’re not really dealing with many slow news days these days.

Sometimes those press release reprints can give you enough legs to support other content initiatives and social proof initiatives.

Let me be clear: do not treat a press release like a blog post, they are complementary, not interchangeable. But, addressing to the consumer’s issues within the context of a newsworthy release may be a useful, if non-traditional, tactic occasionally.

You’ve Done Keyword Research:

If your website is new, or if you’re trying to build traffic, these consistent high-value links can contribute nicely to your SEO. Let’s be clear sending out press releases alone isn’t enough to radically change your SEO, but it can be part of your off-page tool kit that supports your overall SEO strategy.

Keep in mind, a press release jacked up with keywords isn’t effective AT ALL. Google’s got your number and generally, a press release written only for search engines is ineffective; it’s also considered spammy by journalists, so used wrong, it can discredit your company in the eyes of the press.

What you want to do is keyword research on ACTUAL news so you maximize the opportunity. Wire releases DO create high-value inbound links. Plus, wire service releases generally present well in search results, so it’s a double-win if you or your PR team have done their keyword research.

 

The Moment is Momentus

Using a press release to document a historic moment in your company’s history presents a timeline and momentum to your company and adds social proof. Also, going back to the keywords, press releases live in “news” for much, much longer than even an earned media story.

Press releases using this strategy also serve as a way to get press on track to watch for future announcements, clarify your business positioning, or get stakeholders on the same page.

Do we believe press releases are dead? No, we do not. We also don’t believe every announcement needs to come in the form of a press release. Use press releases strategically, and to compliment your media relations,  and they will serve you well.

 

 

brand trust in social media

What exactly IS brand trust and how do we measure it?

Brand trust is measured in many ways, sometimes we use a metric like a net promoter score. Sometimes the value of a brand is incorporated into EBITA, and we infer higher brand-value equals trust.

But really, what IS brand trust?  In a global environment where, according to the 2018 Edelman Trust Barometer, trust in institutions and media is at an all-time low, it’s more important than ever for brands of all sizes to keep ahead of the trust curve.

Neuroscientists have been researching the effects of our brains on trust with interesting results.  Neuroscientists have been researching the effects of our brains on trust with interesting results. In the book Brand Seduction-How Neuroscience Can Help Marketers Build Memorable Brands, Daryl Weber reveals how the unconscious mind is constantly picking up cues from our environment, including cues from brands, most of us don’t even realize our brain is doing this monitoring on our behalf. What this means though, is that every single subtle brand cue sends a message.

So how should we interpret trust in everyday execution and metrics analysis?

THE BRAIN ON FEAR

Think about the last time something you saw on social media enraged you. Chance are, just reliving that moment has your blood pressure spiking.  “Flight or fight” response, makes our brain neurons fire like mad. This, in turn, creates an emotional response. In contrast, our brain on trust is relaxed, open, I compare this state to homeostasis in the body. It’s the place our brain WANTS to be, but it’s also the place where triggers are not as emotional.

What this means is that emotional responses may NOT be positive for a brand trust. Take, for example, Facebook reactions. Content that triggers the most “viral” response is often content that creates anger, fear or other negative sentiments. But social media platforms (and their algorithms) aren’t yet evolved enough to understand that highly emotional reactions may not mean a piece of content is valuable for trust.The most viral content may do nothing to enhance trust. This does not mean that good never goes viral, but it DOES mean that computers don’t yet really grasp the difference,  even if humans (subconsciously) do.  But, humans are imperfect, and we’re often not even aware of our own reactions to messages.

This is to say, that in trust building, messages or ads that are viewed, but without huge emotional responses may actually be better for building trust. If you track reactions or sentiment on social, it might be disappointing at times to see that trust messages or messages built with trust intentions don’t get a lot of “lift.” But I would argue, that is exactly what you want from trust messaging.

LOW RESPONSE BUT MORE OF IT?

Imagine you’re making a special chocolate cake.
You create the first layer and ad the frosting.
It’s a good cake. It will taste good.
But it isn’t very impactful. So you add another layer. And another.
And before you know it, you have this impactful cake with layers of goodness inside. And when you finally EAT the cake, you enjoy it, even more, knowing there are multiple layers of goodness.  Trust is like that. The first layer of trust is good. It’s acceptable. But multiple layers of trust are better. Multiple layers of trust take time. The emotional response to trust is not “at the moment,” trust building is a front-loaded proposition. The payoff comes at the end. The payoff comes when the brand’s experience matches the anticipated trust. The brain remembers THAT satisfaction. Perhaps more subtly than an outraged response. But the brain DOES remember it at buying time. When you ate your beautiful chocolate cake, you enjoyed it. The next time you make a cake you’re more likely to make a chocolate cake over say, vanilla. This is how brand trust works.

The thing is, you need to reinforce that positive experience and positive response over and over. The subtle cues build up over time. But they can be replaced by constantly good experiences of vanilla cake too – because, you know, vanilla is equally yummy. Consistency is the key.

Have you ever known a brand one way than seen an ad that completely shifts the message? It’s jarring. Just today I was watching a conversation about a brand whose messaging, packing, product and ads were all luxury-level classy. Then they ran an ad showing a woman in panties with a pretty vulgar statement written on the panties. WOW! It got the attention of everyone, but overwhelmingly, their current customers were outraged, they thought they “knew” the brand, in some cases, people actually expressed betrayal.  These customers related to what they thought the brand was, a luxury-level classy product.  The brand’s trust has been shattered in the eyes of some. This particular ad may get high virality, but will the sentiment be overwhelmingly positive? And even it works, with what I call “a sugar spike” of sales, will those new customers be as loyal as the old ones? Will the old ones stick around?

Consistency is key. In branding trust, slow and steady wins the race. Look for consistently growing results, not “sugar spikes.” Sugar spikes mean you’re appealing to a specific audience over a short period of time, but not building any loyalty. That’s an even more expensive proposition than branding.

 

HOW DOES THE BRAIN BUILD TRUST?

We’re conditioned to trust our tribes.  Our brains attribute trust to brands who our tribe use. That’s why influencer marketing and customer reviews are so powerful. The person doesn’t even have to comment about using the product, they simply have to be seen using it.

One of the more brilliant examples of this is Jennifer Aniston’s water. This campaign works for two reasons: I KNOW Jennifer Aniston’s face already AND it’s consistent.  If you read any of the “celebrity” publications at all, you have seen Jennifer Aniston leaving the gym, getting out of her car or shopping with a bottle of water in her hand. SmartWater (and it’s parent company Coca-Cola) tapped into the inherent trust that Jennifer Aniston brings and then they gave her enough water to last a lifetime. Yes, Jennifer Aniston also appears in ads for this water, but the most memorable (to me, at least) are the pictures of her going throughout her daily life using the water. Every single time I open a magazine and there is a picture of Jennifer Aniston going about her daily life, she has SmartWater. This has been going on since 2015. Every single time I’m at the airport, I grab SmartWater, and I’m not even a particularly huge fan of hers, but somewhere in my brain I say “if it’s good enough for Jennifer Aniston, it’s good enough for me.” It’s not a conscious thought – it’s the brain operating and choosing based on those many layers. My hand just reaches for SmartWater, I don’t even really think about it. That’s what I mean by trust being a front-loaded proposition.

Zappos is another great example of brand trust. When Tony Hsieh started Zappos, he didn’t double down on ads, he doubled down on customer service. When the company was acquired by Amazon for $1.2 billion, 75% of its customers were returning customers.

 

BRAND ACTIONS OUTWEIGH ALL OTHER MESSAGES

If your water brand hires Jennifer Aniston and does all the same things as SmartWater did, but if it’s revealed that the water isn’t what it says it is, none of this will matter. Experience trumps all in trust. Worse, trust takes a long time to build, but it’s easily shattered. If you’re going to invest in trust, you must invest in an authentic way.

Above when I mentioned the jarring change of tone from classy to trashy, this also indicates that the brand isn’t clear on who it is and creates questions about the brand. “What other brand values are negotiable?” asks the brain. If this brand has built up trust with its existing customers, those customers now (even if subconsciously) question that trust.

An example of brand trust that does work is Red Bull. They’ve built their entire brand around adrenaline-fueled messaging. They went so far as to sponsor Felix Baumgartner when he jumped from space in 2012.  While this kind of stunt is absolutely designed to attract your attention, it’s also building brand trust – Red Bull’s customers know exactly what Red Bull stands for and they love it. Brand trust doesn’t have to be boring. 

IS BRAND TRUST WORTH THE INVESTMENT?

I suppose that depends on whether you’re in it for the long haul or not. Brand trust makes it easier for your customer to buy, creates triggers at the exact buying moment and that’s huge. But what else? Brand trust actually adds value to your company, makes it easier to attract talent and decreases costs because the product is easier for salespeople to sell. In the long run, brand trust saves money by also retaining customers.

In the end, brand trust is accessible to businesses of all sizes, but it takes commitment and consistency and yes, authenticity. You don’t need to be the biggest player on the block, just the most trusted.

In a world where trust in organizations is diminishing, building trust can be your most valuable asset – and because suspicion is so high for known brands, smaller niche brands who really do what they say and are consistent about it, have lots of room to develop that trust.

So what can you expect when you invest in brand trust? You might not see “sugar spikes,” and huge social media shares, instead you should see brand value reflected by consistent sales, repeat customers and even a stronger valuation that you’d have without it.

If you’re ready to invest in your brand, we are here to help you develop and execute your vision with aggressive elegance, contact us today.