With the abundance of information available online, consumers are more informed, and a single mistake can lead to a public relations disaster. Thus, to maintain a positive reputation, investing in a public relations agency may be helpful. These agencies can help manage the company’s image and prevent potential PR issues. So, if you’re considering hiring a PR agency for your business, here’s your chance to learn more about what they do. Continue reading as we discuss DTC PR and CPG PR.

What is a Consumer PR Agency?

A consumer PR agency is a public relations firm specializing in consumer products or services. These agencies work with various clients, including retail companies, consumer goods manufacturers, and service providers, even app developers, intending to create a positive image for and increase sales by building consumer awareness and interest.

Types of Consumer PR Agencies

There are several types of consumer PR agencies, each with its own unique focus and approach:

  • Full-Service Agencies: These agencies offer a wide range of PR services, including media relations, event planning, and social media management. They typically work with clients in various industries and can handle all aspects of a company’s public relations needs.
  • Specialty Agencies: These agencies focus on specific areas of PR, such as crisis management, purpose driven PR, product launches, or sustainability. They may work with a range of clients within their area of expertise or specialize in serving a specific industry, such as automobile, construction, etc.
  • In-House Agencies: These agencies are not considered to be external agencies since they are owned and run by the corporation/organization that they represent. At the very least, they take care of their parent company’s public relations and communication requirements.
  • Boutique Agencies: These smaller, more specialized agencies often concentrate on serving a particular economy sector or audience, such as the cannabis industry or hyper-growth companies. They may only provide a limited variety of services but are very knowledgeable in that particular area/field.
  • Digital PR Agencies: Online public relations methods, such as social media management and influencer outreach, are the primary emphasis of digital PR agencies. They assist companies in developing and maintaining an online presence on the internet.
  • Integrated Agencies: These agencies provide PR services and a more comprehensive range of marketing and advertising solutions. They may take a comprehensive market and public relations approach while working with a diverse range of customers in different sectors.

Now that you know different agencies, know that no matter the type of support your company needs, there is an agency that can help you effectively manage your public image and reputation.

DTC PR vs. CPG PR vs. Consumer Tech PR

Your search for DTC PR vs. CPG PR ends here. Direct-to-consumer (DTC) PR and consumer packaged goods (CPG) PR are two types of public relations that focus on specific industries. DTC PR requires a special combination of media relations and digital savvy, while CPG PR requires a deep understanding of storytelling and consumer trends to differentiate brands. Consumer tech PR requires the ability to tell sometimes complicated and technical stories in a consumer-friendly way

The Role of a Consumer PR Agency

Consumer PR agencies take on a variety of functions for their clients. As the future is shaped and molded by technology, the roles will continue to evolve and change along with it. It’s incumbent on consumer PR agencies to stay plugged into trends and technologies that will change the day-to-day lives of consumers in the future. More importantly, though, consumer PR agencies need to have a deep knowledge of Google’s latest changes and how PR agencies can improve client SEO with premium product reviews. Consumer tech PR requires a digital forward approach. 

Reputation Management

The primary role of a consumer PR agency in reputation management is to safeguard and improve its client’s public image. This can be achieved through various tactics, such as monitoring the media for negative stories, managing a crisis to minimize damage, and proactively promoting the client’s positive image. Nevertheless, it is important for consumer PR agencies to prioritize their client’s reputations, as the success or failure of the client’s image can also impact the agency’s reputation.

Crisis Management

In the event of a scandal or other negative online or in-person publicity, or a product recall,  a company needs a team of skilled professionals who can help reduce harm and rebuild its reputation. Similarly, crisis management involves not only managing the aftermath of a crisis but also preventing it from occurring in the first place. Thus, the role of a PR agency is to work with its clients to prevent crises and use all of its resources to safeguard the client’s interests and manage the situation effectively.

Social Media

In the digital age, having a strong social media presence is crucial for all businesses to succeed. A consumer PR agency can assist in developing and implementing a successful social media and digital marketing strategy. They can monitor online conversations about a brand and address negative feedback before it worsens. A PR agency can also help increase your brand’s reach on social media and establish relationships with potential customers through promotional efforts.

Press Releases

The main goal of consumer PR agencies is to generate media coverage that creates a favorable public image for their clients. One way they do this is through press releases. A press release is a written statement provided to the media to generate news coverage, usually containing information about an exciting event, product launch, or other newsworthy technologies. Simply put, they collaborate with the clients to develop effective press releases that attract the attention of reporters and editors.

Media Relations

An effective media relations strategy can create positive press coverage to increase awareness, credibility, and potential leads. Thus, every competent consumer PR agency specializes in specific industries and has established relationships with important media members, such as directors, writers, and editors of famous magazines. They are knowledgeable enough to recognize journalists who cover the clients’ industries and pitch story ideas that interest the targeted audience.

Internal Communications

In today’s digital age, where anything can be shared or “leaked” publicly, businesses need to have strong, well-crafted internal and external communications. Consumer PR agencies not only help clients write speeches and develop internal communications, but they also ensure that these materials are well-written and effective. This includes ensuring that the language is clear, concise, and free of grammar mistakes and that the message is persuasively conveyed through storytelling techniques.

Event Planning

When a client is hosting an event that media members will attend, PR agencies often take on the role of an event planner. The goal is to make sure the event goes smoothly and presents the client in a positive light. To accomplish this, PR agencies handle all aspects of event planning, including booking venues, organizing press conferences, and coordinating travel and lodging for attendees. The PR agency may also use its marketing team to create content for the event before launch.

Market Research

Conducting market research is an essential element of any successful PR campaign. By thoroughly understanding the target audience, PR agencies create messaging that resonates with them and reaches through channels where they are most likely to encounter it. However, to develop an effective strategy, agencies invest their time and resources into market research to understand the needs and preferences of the target audience, enabling them to create relevant content.

Content Writing

PR agencies typically have experienced writers who can create compelling messaging that accurately reflects the brand’s essence. These writers are skilled at crafting captivating headlines and writing persuasive body copy. In addition to developing written content, a PR agency and its marketing team help generate ideas for creative marketing materials such as infographics and white papers. These materials can be useful for telling the brand’s story and engaging with its target audience.

Outreach

PR agencies work to establish beneficial relationships with media outlets and influencers to promote their clients’ messages to the public. The first step in this process is identifying the target audience and creating messaging that will appeal to them. Once the message is developed, the agency aims to get it in front of as many individuals as possible through paid advertising, earned media placements, and social media. By getting the message out to a wide audience, the agency’s goal is nearly achieved.

Media Training

Interacting with the press can be a daunting and challenging experience, even for those accustomed to the spotlight. Therefore, consumer PR agencies work with their clients to ensure they are prepared to handle any questions from the media. This may involve conducting role-playing exercises to help the client practice responding effectively and positively to various scenarios. The agency also guides what to say and what to avoid saying to the press to prevent potential PR disasters.

Influencer Management

Influencer management can be a powerful tool for a brand, allowing it to tap into the influence and reach of key individuals to promote its message and reach its goals, and this can only be done effectively through a consumer PR agency. It involves identifying, engaging with, and working with individuals who can influence public opinion and drive action. An effective influencer management strategy can help a brand reach its target audience and create long-term customer relationships.

How to Create a Consumer PR Strategy?

Don’t have the budget to hire a consumer PR agency? Don’t worry; you can make a strategy by yourself. All you need to do is follow these steps to the very end, and you’re good to go.

  • Define Your Target Audience: Who are you trying to reach with your PR efforts? Clearly defining your target audience will help guide all other aspects of your strategy.
  • Determine Your Objectives: Ask yourself: what do you hope to achieve with your PR campaign? Your objectives should be specific, measurable, achievable, relevant, and time-bound.
  • Identify Key Messages: What do you want your target audience to know or think about your brand? Identify the key messages and ensure they are consistent with your brand’s image.
  • Choose Appropriate Tactics: Based on your target audience and objectives, determine the tactics that will be most effective for reaching and engaging them. These might include press releases, media relations, social media, events, influencer partnerships, or content marketing.
  • Create a Timeline: Develop a timeline for executing your tactics and consider how you will measure the success of your campaign (you can also invest in online tools to keep s track).
  • Implement and Monitor: Put your PR strategy into action and track its progress. Monitor the results and make any necessary adjustments to ensure that you meet your objectives.

Wrapping Up – What Does a Consumer PR Agency Do

One of the main tasks of a consumer PR agency is media relations. This involves building relationships with journalists, bloggers, and other media influencers and pitching story ideas to them to secure client coverage. At the very least, this can include distributing press releases, organizing media events and interviews, and providing background information and research to journalists.

Another important function of consumer electronics PR is social media management. This involves creating and managing the client’s social media accounts, developing strategies and campaigns, and engaging with followers and influencers. Moreover, PR agencies may also create and distribute content, such as blog posts, infographics, and videos, to promote the client’s products or services.

Overall, the role of a consumer PR agency is to help its clients build and maintain a positive image and increase sales by promoting their products or services to consumers through a variety of methods, including media relations, social media management, event planning, sponsorship, and market research. By effectively communicating the client’s message and building relationships with key influencers and media outlets, a consumer PR agency can help its clients achieve their goals.

Finally, this brings us to the end of this blog; now it’s time to hear from you. Questions or comments? Or maybe there’s something we missed? Either way, feel free to contact us. 

 

Well-crafted content is so much more valuable than promotional content. What should cannabis brands focus on right now? When the 2019 Farm Act passed, the CBD industry widely celebrated it. But not long after, newcomers overran the CBD industry and even established brands found themselves surprised by the competitive environment. Despite the challenges, the biggest brands, the most well-known, continue to thrive. In fact, Charlotte’s Web recently became the first CBD brand to sponsor Major League Baseball.  There are a few reasons for this. The first is from the start, CW invested in branding and PR.  But there’s an even bigger reason – they immediately embraced the realities of DTC sales and their website had digital authority because they had been investing in it for years. That’s why it’s more important than ever for cannabis brands to commit to their online presence with these 3 tips to improve cannabis digital marketing with quality content that pays dividends for years to come.

When federal legalization happens – history will repeat itself. It will excite marketers in the industry that FINALLY Instagram can’t boot them. But social media sites come and go (apparently, IG is already “over”), and owning your own corner of the internet has never been more important. While it remains important to HAVE an Insta account, it isn’t a place where cannabis brands can maximize their digital marketing or their content. Once cannabis brands can sell online more directly or even advertise more freely, in a more DTC fashion, mature digital destinations will thrive.

Building an authoritative website takes time, and it takes strategy. You can not start too soon.  Make 2023 the year you invest in your cannabis digital marketing with these 3 digital marketing tips that supercharge digital PR.

Create Lifestyle, Not Medical Content

Historically, cannabis brands have built content to educate consumers. And that’s been a really important step in cannabis normalization. But between new formats that make cannabis more accessible to Google’s suppression of “fake news,” including non-authoritative sites providing anything akin to medical advice, you’re just wasting your time by creating anything that could be considered health advice, or expertise.

Unless you’re already a credible, published authority on these matters,  you’d be better off taking a page out of a publisher’s took kit and creating like “5 Games That Are Better When You’re High.”

The better you know your customer, the more dialed in you’ll be to creating content for them. Be disciplined. Be consistent. If you create 3 pieces of content a month, you are already miles ahead of 99% of cannabis brands. Not only does this help people find you today, but it will be a rich resource tomorrow. Creating content YOU own is still the most impactful marketing and PR tactic you can do.

Trigger The Seeking Hormone

A while back, I wrote about creating Instagram content that would trigger anticipation while also solving some of the Instagram violation problems by using anticipation triggers in cannabis digital marketing.

Use can use that to your advantage right now while circumventing Instagram challenges, and even advertising challenges while ALSO adding authority to your website. Use unexpected prompts, both audio and visual, to keep consumers on your site longer. And while we’re at it, if you aren’t already, you MUST incentivize people to join your email list. Again, owning your list is an actual asset, while Instagram followers are so fluid, and Instagram itself so unreliable, it’s questionable whether there is any long-term value there at all. And believe me, as one of the earliest adopters of social media for brands, it truly pains me to say that.

But there are lessons to be learned from Instagram. The scrolling feed, for example, is an outstanding example of a “seeking hormone” trigger. In the early days, it was genius. The way it scrolled felt like a slot machine, juuuust enough of the next post would appear on the phone screen. It was nearly impossible to stop scrolling. TikTok’s interface triggers that too. The latest digital website designs use a similar approach. Your cannabis digital marketing can mimic some of the most tried and true digital best practices used by today’s leading consumer brands.

QUALITY Inbound Links Still Matter

 

Your current and past coverage from respected, authoritative sites is your hedge against link inflation.

Google says it’s deprioritizing inbound links, but that’s only compared to how much they’re increasing the value of trusted content. Simply having inbound links isn’t enough. Gone are the days when thousands of low-value affiliate links could stack up to a credible website in Google’s eyes.

Today, Google wants to improve its search algorithm by presenting trusted answers. The recipe to trust is a closely guarded Google, but what we DO know is credible content = trust. And Publishers have Google’s trust. And when Google presents it, consumers trust it more too, so your site gets a super boost. Customers who trust you buy faster and stay longer, so incorporating quality inbound links is a triple home run for your cannabis brand.

Preparing for federal cannabis legalization is THE business strategy for 2023 and digital marketing and PR are the levers to pull your brand along. Since our earliest days, we’ve been the best cannabis PR agency for digitally savvy brands. We know successful cannabis digital marketing and PR advice of today is the backbone of tomorrow’s most successful cannabis brands. Today, it’s more important than ever to coordinate cannabis digital marketing with cannabis digital PR.

Consumer PR is something many ambitious brands use, particularly during hyper-growth or product launch phases. Consumer PR is the reputation and awareness building brands do to improve their image to the public. This is in contrast to B2B PR, which seeks to improve the reputation and awareness of a company within a particular business vertical. Brands know new customers buy faster and existing customers buy more often from brands they can feel good about. Consumer PR can take on many sub-forms of public relations, including:

  • Community Relations: building relationships with community stakeholders.
  • Product Public Relations: Product reviews and placements in consumer publications.
  • Purpose-Driven PR: Proactive values that incorporate social, cultural, and environmental issues.
  • Experiential PR: Opportunities for the public to engage directly with the brand in-person.
  • Integrated PR: PR campaigns that use paid avenues to create media coverage and word of mouth.

Why do companies engage in consumer product PR?

PR is the most trusted form of awareness building. Consumers trust reviews more than any other type of product awareness, like advertising. Reviews can come as online reviews, and even from influencers and bloggers or can come from media outlets. Media outlet coverage is particularly coveted because not only does it have powerful sway, it adds extra brand cache and it sticks around for a long time online. For DTC and e-commerce brands media coverage also improves SEO, a really important ingredient in online sales. Investors also like to see a brand in the media, it provides valuable social proof.

Why would companies engage in community relations? 

Anytime a company needs its local community’s support, community relations matters. Sometimes brands want to be good community partners because it makes recruiting for top talent easier. Or maybe they want to expand, and they need City Council approval on a piece of land they’re eyeing. Or perhaps the brand simply values being a good neighbor to the communities in which it operates. 

Why would a brand engage in Purpose-Driven PR? 

Brands engage in purpose-driven PR for a variety of reasons. One can certainly be to improve their brand image in the eyes of their customers. You will often see purpose-driven brands publish an annual report. Not only does this report track its own progress, but it also provides the public with the progress as well. We tell our clients that strategic purpose-driven PR should be systemic, and externally virtuous, but meaty and measurable.

Why would a brand engage in experiential PR? 

When you think of cutting-edge sports, what brand comes to mind? It’s probably RedBull. RedBull became a household name through events. That’s because RedBull’s brand is inextricably tied to cutting-edge sports. Their support and engagement of some of these sports basically gave legitimacy to the X Games because competitors could finally focus their efforts entirely on their sport. In fact, RedBull created the first international kiteboarding competition. RedBull’s commitment to extreme events and competitors keeps them at the forefront of beverage brand awareness. Experiential events can be expensive, but when you consider the ROI both in advertising dollars saved and PR and brand affinity, experiential events are powerful tools in the PR arsenal.

Why would a brand engage in integrated PR? 

The best integrated PR campaigns use many marketing PR levers to make an impact. An example of this would be Coinbase. In 2022, they purchased a Super Bowl ad that was nothing but a QR code. Millions of viewers stared at their screens in awe that a brand would purchase one of the most expensive ads in history and do nothing but float a QR code across the screen. But that was the entire point. In fact, for many consumer brands, the reason to purchase a Super Bowl is the added PR coverage around Super Bowl ads. Weeks before the Super Bowl, consumer brands release their ads, either to the press or the wider public on YouTube, to ensure their creative ad gets the free press it deserves.

 

Brands that build loyalty and love through PR grow faster and have higher customer retention and consumer PR improves other initiatives such as fundraising, that are vital to a thriving brand If you’re interested in consumer PR, contact us. We’re a top-rated consumer PR agency.

Marketing and PR during a recession? Who does that? Well, the answer may surprise you: brands that grow the fastest. Why? Studies who brands that market during recessions gain additional advantages because it’s less noisy and easier to be seen and heard. Make your marketing and PR budget go further by tapping into these consumer trends.

Consumer Brands: Remember the Lipstick Effect

Coined by Leonard Lauder in 2001, the term “lipstick effect” when he observed that lipstick sales are inversely correlated to economic health. Why? Because consumers still want to treat themselves and small indulgences fit the bill, even during economic downturns. Luxury lifestyle brands do this with their perfume and makeup offerings. Yes, $69 for Hermes lipstick is a lot for lipstick, but for the Hermes customer or aspirational customer, $69 is an easy purchase compared to a $6,000 purse. Consumer PR and marketing during a recession can help you gain market share and grow when you offer your customers a way to sport your brand without making a gigantic purchase.

What’s your brand’s “lipstick”? What is the product that makes customers feel like they’re treating themselves without large expenditure? 

Find the Fun with Your Customers

What did the post-pandemic consumer teach us? They want fun and frivolity in the pandemic’s wake – and they STILL want that, perhaps even more, with all the gloomy news about a recession. While you, as a CEO, or CMO, might feel doubly beat up, it’s really up to you to bring the fun. From marketing to PR, if you give consumers something fun to talk about or a sense of escapism, consumers will find a way to your party, because they really want to have fun. So while you may be cutting your marketing or PR budget, make sure the things you keep are fun-filled. Not only will this improve your bottom line, it will attach fun to your consumer’s experience of your brand, which means they’ll associate you with fun after the recession too.

What’s your customer’s ideal way to escape? Find them and play with them there. 

Make Lasting Memories with Nostalgia

When uncertainty strikes, consumers love to “remember when.” Whether it’s nostalgia-based packaging or scents to connections to movies and songs, yesterday always brings comfort to consumers. If you’re a legacy brand with long-time customers, then you should absolutely take this opportunity to remind your customers of the good ole days you had together. If you’re a new brand and you don’t have that depth, you can trigger fond memories through partnerships and advertising.

What era makes your customers nostalgic?

Avoid Deep Discounts that Train Customers

If you train your customers to wait until the next sale, they will never buy if there isn’t one, whether or not there is a recession. Resist the urge to devalue your own brand right now. Not only do price discounts squeeze your margins during a time when you can least afford them, constant discounting feels desperate. Desperation is never a great look, especially for luxury brands. To maintain brand and positioning, the beloved cupcake brand Sprinkles resisted the urge to discount during the pandemic:

“Customers had been taught by other bakeries to expect that the product at the end of the day was worth less than at the beginning. But with our just-in-time baking system, these cupcakes were as fresh as their morning relatives. Even then, as tempting as it was to sell off those last few cupcakes at a discount right before closing, I knew we had to stand firmly behind the price. I preferred to donate those cupcakes than to eat into the value of our brand.” -Candace Nelson, founder.

The better option is to carve out a single day (or two) that your brand will offer value pricing, and when you do, look for ways to add value to your current price rather than discounting the product itself. You could offer a gift with purchase or a VIP experience.

Budget planning for marketing and PR during a recession feels less fun than when budgets are flush, but the reality is, you can make major headway during a recession AND you can enjoy the process and the output just as much if not more.

If you’re a smaller consumer brand, it might feel impossible to compete with the big guys. But according to Nielsen, in the United States “manufacturers outside of the top 100 have contributed to 52% of their region’s annual fast moving consumer goods (FMCG) growth,” that’s an incredibly promising trend for any consumer product, from skincare to cannabis. But the challenges to increasing market share aren’t imagined. In some categories, especially consumables, over 50% of consumers have no brand preference. This underscores the importance of small, independent CPG brands to invest in branding with awareness and loyalty strategies. Neilsen IQ has done some fantastic research for small, independent DTC and CPG brands.

Nielsen Chart for Consumer Product Brand Loyalty

 

 

 

 

 

69% of consumers are actively looking for new and trendy CPG products. Tapping into current trends is a key way to appeal to this audience.  Whether the brand is launching, or already launched, there are always PR opportunities to increase sales by driving awareness and loyalty. The key takeaway on all the most recent Neilsen data: premiumization is absolutely key for small, independent CPG brands. 

Driving Awareness for Small Consumer Brands

When Snapple tea was a small independent brand, it relied on PR, including crazy stunts with two ambitions in mind: acquisition and sales. When they were acquired by Quaker Oats, the PR stunts stopped and sales decreased. In fact, PR is often responsible for trends that drive consumers. Before CBD, a wellness ingredient that almost everyone now knows was allowed to advertise, it relied on firms like Avaans Media to create PR campaigns that educated consumers and created awareness for their brands. PR is almost single-handedly responsible for launching CBD into the public’s general knowledge. Other wellness products have benefited from PR, including melatonin.

Independent brands often turn to PR because while PR is an investment, it’s still more affordable than many other branding initiatives such as advertising, especially when you include videography costs. Facebook is famous for launching thousands of new DTC brands, but of late, many independent CPG brands are finding Facebook’s advertising to be less effective. Ambitious consumer product brands are turning to PR in ever greater numbers to reach consumers, and stay in front of buyers. A PR campaign can reach hundreds of billions of annual impressions. Is it any wonder that everyone from new consumer products to old standbys is moving dollars to PR?

New CPG brands can use PR to validate the brand. An upfront burst of PR is a powerful trust indicator. Many consumer brand startups showcase PR wins on their website and in advertising as a way to increase consumer trust. Independent boutique products use PR to nail their launch because they need to appeal directly and immediately to their consumer. As Nielsen notes in small brand, “There is little room for error in small launches. Nailing your activation requires planning and strategic execution. Whatever your differentiation—hitting your target, justifying your premium or communicating a new usage occasion—it must land, and land well,”

 

Driving Loyalty for Independent CPG Brands

If your consumer brand isn’t exactly new, but also isn’t a household name, then using PR to increase loyalty and awareness is effective. 25% of consumers are mainstream followers who sometimes try new products, but don’t seek them. This is a critical audience to penetrate. If you’re broadening your audience to this important, but slightly elusive group, you want to make sure your customer product reviews are solid, and that your early PR had at least 1-2 tier 1 press hits so you can use the ever-so-important social proof to lure this audience in.  Good PR also allows existing customers to have their choice validated and is a great opportunity for them to sing your praises to their friends.

But that’s not the only way PR helps early and mid-stage CPG brands. PR helps your customers see you understand who they really are. Bob’s Red Mill used PR to improve its already stellar reputation through purpose-driven storytelling. Not only does PR help new consumers find your product, but it also reinforces the good choice your current customers have made. A good PR firm will help you identify ways to differentiate and to secure brand-improving earned media.

We’re just about to round the corner to a key consumer buying season: the fall. And about the only thing that’s certain is consumer uncertainty; but consumers aren’t giving up on conscious consumption. Nothing shows that more than the latest consumer trends from Google Searches. What do Google searches have to do with PR? Consumer media outlets keep a strong eye on consumer trends, and usually respond with seasonal content that matches the customer’s mood. Fitting into that season content is key to earning digitally savvy PR during the fall. There’s another important reason to get it right this fall: you’re likely to have a larger share of voice for any of your marketing efforts as some competitors will pull back, so if you’re not pulling back, or you’re jumping into the market now, it’s great timing because research shows that brands who stay with marketing during economic downturns, get ahead.

What does this mean for consumer brands?

It gives you insight into key themes you can use in your PR and marketing this year. While some of these facts seem contradictory, put these in context with what you’re seeing from your customers.

Searches for “specials this week” is up 60% year over year / Searches for “designer outlet” have grown 90% globally year over year

Keep in mind, that consumer spending remains strong, so this is about the consumer feeling the need to feel like they’re getting a deal. 31% of consumers say they are still rewarding themselves by buying things they want. Consumers haven’t stopped loving name brands, they’re just in need of a discount. They also want to feel their brand choices are premium choices.

Luxury and premium brands with strong brand affinity should lead to smaller, more affordable items for the masses, rather than discount the brand. Premium consumer brands can use this mindset with bonus gifts.

Align your brand with premium publishing outlets by getting an early start on your consumer PR and ad re-targeting. Have your programmatic and PR teams talk before they launch their respective campaigns.

Consumer brands should publish any kind of black Friday promotions well in advance, and use competitor pricing as a benchmark (25% less than a comparable brand), to anchor value.

Now is also the time to focus on loyalty for existing customers. Don’t make your customers search you out. Be there during the key buying triggers for your customers. If your customers tend to buy on Fridays, be there on Thursday with the bonus giveaway or loyalty reward.

Searches for “say no to plastic” have grown globally 200% year over year

Consumers want brands who want what they want. This new purpose-driven alignment applies to all consumer brands. Even if you can’t get around plastic packaging (yet), now is the time to celebrate your sustainability efforts. What’s comforting to consumers right now, more than anything is brands they can trust. So if you’ve been working hard on building consumer trust, now is the time for you to celebrate the efforts in a way that reinforces your consumer’s choices.

Consumers want personal content

87% of consumers said they want personal and relevant content. Keep this in mind with your email marketing and social media. Use your own data to ensure your delivering the right message to the right audience. Consumers want to see themselves in your content – by the way, editors know this trend too, so positioning your brand clearly allows editors to follow this content expectation too.

One of the most notable attributes of “relevant” content is content that is emotionally resonant. Your consumers want to know that you understand them. Note that during previous times of uncertainty, nostalgia and comfort messages surge. Very often, this means consumers would prefer to stay with their favored brands, but that favored brands need to continue to provide the experience customers have come to expect.

More than ever, having digitally savvy and data-informed PR, branding, and advertising will make a difference in your seasonal marketing. Now is the time to dig deep into your customer insights and give your agencies the information they need to supercharge their efforts this fall.