Tag Archive for: communications

Meet Melinda Adamec, SVP at Gabriel Marketing, an agency specializing in cannabis industry marketing strategy consulting, digital marketing and advertising, SEO, marketing automation, and content development.

First, a little background about Melinda Adamec:

 

Over 20 years of experience in advertising, marketing, and public relations. Recently joined the GMG team to lead GMG’s delivery of client services in marketing strategy. Prior to GMG, I lead OMI Industries’ cannabis market business including serving as brand manager for Cannabolish plant-based smoke odor removers. Before OMI Industries, I held various executive and leadership roles at PR/marketing firm GolinHarris and DBC PR + New Media. Some of my clients included Ace Hardware, AT&T, Blackboard, Hair Cuttery, IAC, Mars, McDonalds, Microsoft, Reuters, Rosetta Stone, U.S. Mint, and U.S. Postal Service. And I am a very proud member of the NCIA’s Marketing & Advertising Committee!

When did you first start working in cannabis?

5 years ago. My first event attended was the WomenGrow conference in Denver. I fell in love with the industry and the people and knew it was a very special opportunity to be part of this community.

Do you sit on any industry boards or associations that you’d like to mention?

NCIA Marketing Committee

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

Relationships are everything. Strong relationships (with co-workers, peers, and customers) can truly make your business. I have stayed connected with so many people I’ve worked for and with over the years, which has resulted in the learning of new opportunities, growing skillsets, support in new endeavors, and help in connecting with others in the industry. Cannabis just reinforced this by 100%.

Is there a particular cannabis project you’d like to highlight?

YES! The NCIA’s Best of 420 Awards, which was produced and launched during the middle of the pandemic. Not only I was so proud to be part of this team that put together a fantastic program within weeks – but so impressed with the brands that brought forth incredibly creative campaigns that highlighted their cannabis businesses using a variety of methods. And I could not be more thrilled to co-chair this subcommittee again this year. Stay tuned for more details about this exciting opportunity to shine a spotlight on some fantastic cannabis businesses!

What’s the biggest misconception cannabis companies have about marketing?

In my opinion – budget. You can do a lot with a small budget. It’s not how much you spend, but how you spend it. The first step is setting specific marketing goals that align with your business goals. Once you have those goals in place, with some creativity and using a customized approach you’d be amazed at the results that can be achieved. It’s not a one-size-fits all solution either. Understanding your market, customer, and how to drive real value takes a creative, omnichannel approach before you’ll see real results.

What were you doing prior to cannabis?

I was focused on increasing brand awareness and sales for a company that made all plant-based odor-removing solutions. 12 years ago natural products were viewed as “not as effective”, so it took a tremendous amount of work to educate consumers and B2B customers about the effectiveness of our products, the health risks of toxic products, and the lack of regulation around these. I like to say we were green before green was cool. So coming from that space into cannabis, educating and amplifying messages was the foundation for everything we did to grow the Cannabolish brand.

In your view, what is the biggest cannabis marketing challenge facing cannabis companies today?

One of the biggest challenges hands down is the restrictions on advertising and promotions. But even more importantly, the gray areas – in particular with consumer goods and social media. Until there are clear regulations and advertising guidelines in place it will continue to be a space that must be navigated carefully and with a team experienced in this space.

What will get easier in cannabis marketing? What will get harder?

In my opinion, once there are Federal regulations in place the marketing world of cannabis will become easier in terms of the navigation. However, more difficult for brands to compete – in particular smaller brands with smaller budgets. But I think that’s where you’ll see some incredibly creative teams rise to the occasion.

What can companies do to ease their digital marketing challenges?

You really need to find someone you trust to help guide you through the ins and outs of branding and marketing in cannabis. It’s not only about understanding the rules and regs, but also what is trusted and valued by consumers in this community. Authenticity and transparency is crucial to earning the trust of your customers.

In your view, what is the most under-rated tool in the digital marketing toolbox for cannabis companies?

Authentic content – social media content, blog content – it’s the best way to communicate with your customers, and share what makes your brand unique.

In your view, what is the most over-rated digital marketing toolbox for cannabis companies?

Big event sponsorships. You don’t need to spend a fortune to be seen and heard.

What’s the BEST piece of advice you give everyone you work with?Listen.

Listen to your customers – even when they are sharing information you may not want to hear. It’s the only way you learn and improve.

What’s your advice for people who want to get into cannabis digital marketing?

Connect with people who have experience in this space. It’s the quickest way to learn about the industry, get advice and understand the nuances. You can really avoid some big mistakes early on by hearing from people who have some level of expertise within the industry.

How can someone contact you, Melinda?

Gabriel Marketing

Thanks for sharing your marketing insights with us today, Melinda.

 

Meet Laura Wilkinson Sinton, Cannabis Dispensary Exert, and Consultant for legal dispensary applicants. Founder of Caligrown.

First, a little background about Laura Wilkinson Sinton:

I live in San Diego with 4 kids and 5 grandkids. My husband is a cancer survivor that honed my cannabis chops, and I am a master composter and sea swimmer.

 

When did you first start working in cannabis?

2015. I got involved in several dispensaries’ marketing operations, as my brother and I owned an alternative rock radio station in Bend, Oregon. Apparently, no one would sell radio advertising to cannabis businesses, and we thought hey, it’s a state-legal business, of course, we can (and we were right). So, that’s how I got started, learning their business model and helping them grow the customer base and promote 4/20 events.

Do you sit on any industry boards or associations that you’d like to mention?

Yes. I am active in the NCIA and serve on the MAC (Marketing and Advertising Committee) and on the NCIA Sustainability Committee. Both are really great groups of professionals, and serving the nascent industry in this capacity has been really rewarding and great networking.

I am also active in the ArcView Women’s Inclusion Network, which has incredible benefits (access to lawyers and accountants and really smart people with experience and business intelligence). The ArcView group is geared towards helping you become successful, which is why the WIN is such a great group full of women with generous spirits. Several small cannabis organizations have cropped up locally, but it’s pretty fragmented and their missions may differ from each other. I am a board member of the local South County Economic Development Council. They promote economic development, and cannabis businesses present that very economic opportunity. It has been very influential in informing elected officials in adopting and allowing commercial cannabis. In California, it’s the individual cities that determine whether or not to allow them. And that last mile” has been really hard to push through in California, as we know.

 

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

In radio, in information security, and in other start-ups I have done, it’s to roll with the punches, plan for the long game, and bring your best self every day. And there are a lot of punches. Anybody who thinks cannabis is a “get rich quick” scheme is [off] the mark.

Is there a particular cannabis project you’d like to highlight?

Yes, a pending application for a micro-business in National City, CA (San Diego). Our location is actually ON a transit stop, 3 stops from the San Diego Convention Center (think Comic-Con!), has 65 parking spaces, and is actually on the Interstate 5 exit (with on AND off-ramps). San Diego area dispensaries have been relegated to industrial areas, car-dependent and tough parking because of overly restrictive land-use policy. You can’t suspend the rules of retail just for cannabis. It has to be accessible, and San Diego county is way behind the rest of California in permitting. There’s a dearth of dispensaries (50, where the economy can support over 570). So cross your fingers for us. We’ll be the first qualified social equity candidates 100% woman-owned entity (majority women of color) in San Diego.

What’s the biggest misconception cannabis companies have about cannabis marketing?

That big social media will come around (Facebook, Instagram, Google). Go elsewhere and stop spinning your wheels and raging against the machine. Not gonna happen.

What were you doing prior to cannabis?

I’ve been an entrepreneur in many places – information security start-ups, precious metals recycling, owning and operating radio stations and media of several types. I’m an entrepreneur at heart, and my husband is a cancer survivor; my mom died from Multiple Sclerosis. Cannabis has been a part of medicine in my family for a while.

In your view, what is the biggest digital marketing challenge facing cannabis companies today?

Misinformation, illicit marketers, breaking out.

What will get easier in cannabis marketing? What will get harder?

Easier? Public awareness of consumption methods. Harder? Nothing. It’s not an easy business now. Too many over-promised and disappointing results. It was oversold by public Canadian companies and private investors. Big plans, delayed delivery. Cannabis was to be legal nationwide by now in every prospectus I reviewed. Like a vacation- bring twice the money and half the clothes.

What can companies do to ease their marketing challenges?

Be patient. Results take time in marketing. Use a mix of media – digital alone will never get it done.

In your view, what is the most under-rated tool in the digital marketing toolbox for cannabis companies?

Creative. It matters more than anything to breakthrough. What do you have today that applies to your audience? Not relevant to YOU – relevant to your customer.

In your view, what is the most over-rated marketing toolbox for cannabis companies?

Digital reliance. It’s really fragmented at this point. And your share of voice matters.

What’s the BEST piece of advice you give everyone you work with?

Meditate daily and enjoy the impermanence in this life. Enjoy every day.

What’s your advice for people who want to get into cannabis marketing?

Be flexible. Leave toxic bosses quickly. Embrace the women in this industry, and lift them up.

How can someone contact you, Laura?

Twitter @laurawilkinsonsinton

Instagram @laurawilkinsonsinton

Thanks for sharing your digital marketing insights with us today, Laura.

 

Meet Michele Ringelberg, CEO of ThrivePop, a digital marketing firm specializing in cannabis. Fast-growing and ambitious brands in cannabis industry work with Michelle and her team to create digital marketing strategies and digital marketing implementation.

First, a little background about Michele Ringelberg:


I have been in the marketing industry since 2000. I have seen a lot of changes in the digital marketing space and the evolution of cannabis marketing has been exciting to watch. Cannabis marketing is challenging and innovative. We have definitely made our mistakes, but have learned from them and are here to teach you what NOT to do! Let me just say, Facebook and Instagram can be unpredictable and difficult when marketing cannabis-related products.

Our team enjoys what we do and has been known to push our clients out of their comfort zone. When we are allowed to try new creative tactics, we can show our clients astounding results!

If your business is ready to grow fast and is seeking help implementing digital marketing strategies that will increase visibility, generate leads, and grow revenue, then we can help.

Let us teach you what we know and create something fabulous together!

 

When did you first start working in cannabis?

2017

 

Do you sit on any industry boards or associations that you’d like to mention?

NCIA Marketing Committee

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

Do what you love and what you are naturally good at and stop trying to please every client request. When I first started we were doing a lot of online applications systems and complex web development programs for companies. My brain just doesn’t work that way. I was trying to do something that I didn’t like and it stressed me out. I am not a developer and don’t pretend to be. I am creative and love marketing, not backend web development. I had a complex project that my developers could not produce, they continued to tell me that they were almost done, but as a non-developer I couldn’t look at the code and tell if they were actually telling me the truth. I had to go to the client and let them know we just don’t have the team to complete this project and I refunded them all of their money. I felt this huge weight lifted once I told the client they would need to find another web company to perform this project. It was very difficult to do and they were not happy, however; it was the right thing to do. It was then that I focused on what I love to do and that is marketing. We chose to not take on any more complex web projects and now we focus on marketing, since doing that our company is growing significantly and I do what I love, helping companies make more money and thrive.

Is there a particular cannabis project you’d like to highlight?

The majority of our clients are B2B. Fohse lighting is one of our clients that I would like to highlight. They came to us with unrealistic goals. They wanted to double their conversions and revenue in one year. I kind of laughed and said, ok, we need to set realistic goals. our contact said, no we are serious, these are realistic goals. They were ready and motivated to grow. They said, let’s do this! They listened to us and for every new opportunity or creative idea we had; they were up for it. We doubled their monthly leads and increased their revenue by 2,332% in two years! It makes a huge difference when you have a client that actually listens to your recommendations and is open to new marketing tactics, and the entire team is on board. They have an amazing sales team that actually uses the tools we have implemented and has done an excellent job converting the leads we have been providing them. Other people in the industry see Fohse marketing and they ask them who does it, and they very willingly tell them ThrivePOP, in fact, I just recently had a prospect call me and they told me that Fohse told them we kick ass! I said, ok, great that is awesome to hear. 

What’s the biggest misconception cannabis companies have about digital marketing?

That it is easy, or that it [includes only] being on social media. That is part of it, but not the whole picture.

What were you doing prior to cannabis?

We fell into cannabis. I have been doing marketing since 2000, was a marketing director at a healthcare facility and they merged with another health organization and they eliminated my job. I worked at an IT managed service company, managing the web team and doing marketing for the IT company. I started ThrivePOP in 2017. One of our clients that also serves other industries said they wanted to push their product into the cannabis industry, so that is how we started. I sent one of my employees to MJBizCon to help them with their booth, and learn. Since then, we have just been growing like crazy.

In your view, what is the biggest digital marketing challenge facing cannabis companies today?

The biggest issue regarding marketing for cannabis is social media. You spend all this time growing social profiles and FB, Instagram, etc. can take down your profile with no notification and you can’t ever talk to someone at FB or Insta to see why or get it back. So many clients come to us trying to get their accounts back and it is very difficult.

What will get easier in cannabis digital marketing? What will get harder?

I have noticed more and more competition. Everyone thinks it is an easy thing, and it is not. Just because you are in the cannabis industry doesn’t mean you are stashing money in a safe. It is tough. In our town, there are so many dispensaries popping up and I think people don’t understand how difficult it is to run a company.

Trust me, running a company is HARD, especially in the cannabis industry.

What can companies do to ease their digital marketing challenges?

Be consistent and track your results. If you don’t have time to do it yourself, which most people don’t-outsource it to someone that knows what they are doing and are an expert.

In your view, what is the most under-rated tool in the digital marketing toolbox for cannabis companies?

Industry associations. I try to get my clients to join different cannabis associations and I don’t think they really value that. I have joined a few, and it has really set us apart.

In your view, what is the most over-rated digital marketing toolbox for cannabis companies?

I don’t really think of anything that is over-rated.

What’s the BEST piece of advice you give everyone you work with?

Be consistent and listen to the data. Track your results and be open to changing your plan based on what the data is telling you. Data doesn’t lie, and you don’t want to waste your money on something that isn’t effective.

What’s your advice for people who want to get into cannabis digital marketing?

Join associations to learn about cannabis, join associations, follow people that are knowledgeable, and absorb as much knowledge as possible. Don’t just tell people you understand cannabis marketing if you don’t yet.

How can someone contact you, Michele?

www.thrivepop.com

Facebook/thrivepop

Instagram/thrivepop

 

Thanks for sharing your digital marketing insights with us today, Michele.

 

What is the difference between public relations and communication? PR and communications are so intertwined that distinguishing between the two may seem like splitting a hair. Public relations always involve communications, but communications does not always involve public relations. For example, advertising is communication, but it is not a form of public relations. The term communications encompass a variety of positions, skill sets, and ways to promote a company’s message both internally and externally. More than ever, there are many similarities between public relations and strategic communications. Both require skill in delivering the desired message to customers, media, and stakeholders using the best communications techniques for their audiences and their organization’s goals, such as written word, video, graphics, and photography. The communication tools you use, including PR, depends on what you are trying to accomplish.

We Always Communicate, Intentionally or Not

People who go into a communications career often have a knack for conveying ideas through writing, speaking, or graphic design. Both verbal and non-verbal communications provide the foundation for specific communications professions, such as journalism, advertising, marketing, public speaking, graphic design, public affairs, advocacy, videography, website design, social media specialist, and public relations. Professional communicators are able to articulate the implications of a particular message – will they will perceive it as trustworthy? Will it be memorable?

When is Communications “Strategic?”

“Strategic communications” is knowing when to use a specific communications vehicle, method, or discipline – such as advertising or social media – in order to accomplish the goals of an organization, campaign, or movement. In other words, strategic communications is considered the intermingling of public relations with marketing, and at times, adding advertising as well. Used strategically and holistically, there may be very little difference between public relations and communication.

For example, if you are running for public office, your goal is to get elected. Your strategic communications planning may include a lot of grassroots advocacy work, which puts you into neighborhoods, knocking on doors, speaking at public school events, or holding neighborhood rallies. You may also use paid advertising to ensure your specific message gets out to the potential voters at specific times of the day or in specific places, like the billboards of key neighborhoods or on certain social media platforms. And you almost certainly have a media relations component.

A business that is launching new product,  may also use advertising to promote the benefits of its product or draw comparisons between its product and the competition. Some marketing tactics include holding special events with the public, inviting them to try your product for free, or offering discounts.

Both examples may want to try to get unpaid or “earned” media attention through a journalist that covers voting activities or your company’s product. This is called media relations and goes hand-in-hand with public relations.

PR: The Definition is in the Name

A public relations professional works to develop, foster, and maintain positive relationships with the public or other identified stakeholders which can include the shareholders, policy creators, customers, and even employees.

A PR professional uses several communications tools in their relationship building, particularly writing. Most PR professionals will write press releases for news media, give presentations or press briefings, or write for company executives. They exercise persuasion and work to present their organization in the best possible light—and they do it by “earning” publicity and public goodwill versus paying for it, as advertising professionals do. They also try to limit or mitigate any negative information or crises.

While public relations may be persuasive, the best PR professionals understand that being truthful is the cornerstone of PR. In the early 1900s, a man named Ivy Lee considered the founder of modern public relations, argued that the public deserved honest and accurate information versus simply persuading an audience.

The profession took another turn when Edward Bernays, a member of President Woodrow Wilson’s Committee on Public Information, advocated that PR professionals use psychological precepts that target emotions to elicit the desired responses from an audience. (This makes sense when you realize that Bernays was Sigmund Freud’s nephew.)

A glaring example of Bernays’ philosophy in action—and genius in tying it to a current event—was his success in tapping into women’s emotions amid the suffrage movement by declaring that cigarettes were the enlightened woman’s “torches of freedom.” By smoking in public, women were declaring themselves equal to men.

The shift toward true relationship building as a tenet of public relations occurred during the 1950s and 60s, as the public began to protest corporate power in America. Organizations began to see the importance of building relationships with their audiences and promoting two-way communications, which is still the touchstone of today’s PR profession.

PR’s Evolution

Some people still consider PR as “propaganda.” Bernays himself wrote a book simply titled “Propaganda.” His long-tenured influence on public relations undoubtedly had a great deal to do with other derogatory adjectives commonly associated with PR, like “slick” or “hype.”

PR’s early inroads into America created a catalyst for change. In 1948, the Public Relations Society of America (PRSA) was formed. Soon after, the organization developed an ethics code and voluntary accreditation for PR practitioners. Professional PR professionals take professional ethics seriously because PR is a powerful tool that is an investment in your company.

The Bottom Line

History teaches us that as society changes, public relations—and all communications – also change. The difference between public relations and communications waxes and wanes depending on the public’s trust of particular message delivery mechanisms. The rise of social media demanded that PR professionals build their communications proficiencies. Print newspapers and magazines declined significantly, highlighting the need for digital communications. These changes, along with other media and audience consumption, have blurred the lines between PR and multiple communications competencies. Americans’ trust in the news media continues to decline, making earned media less of a PR weapon than it once was.

 

There is a range of emerging industries in the global marketplace, from psychedelics to drones and UAVs to cryptocurrency. Many people discuss how a new concept, technology, or product can affect everyday life. Although there’s potential for some emerging industries to become successful, multiple barriers could affect profitability, that’s why emerging markets have special PR needs.

Informing the public of a new product or idea requires proper planning. Using the correct public relations (PR) strategy is also necessary. Most people don’t know about new products in the early development stages. That’s why PR can be a valuable tool in getting the word out to the masses.

Here at Avaans Media, we’re experienced at putting PR to work for our clients. We can help you get your product known by your target consumers and create strategies to help you grow your brand. Contact us today so we can discuss how we can help in your specific situation.

 

Emerging Industries Significantly Depend on Education

 

Cell phones, electric cars, social media, and other once-seemingly-impossible inventions are now commonly used products. Accepting a new idea isn’t something that happens immediately. Companies in an emerging industry must educate consumers and get them excited about a product that can improve their lives.

A brand’s success depends on consumers’ understanding and adopting a new trend. Companies must inform customers about the positive impact of the product to influence purchasing decisions. Additionally, a new industry researches who its audience might be and using strategic and targeted communication to connect with them.

 

Benefits of Public Relations for Emerging Markets

 

Public relations is an effective stepping stone to earned media and third-party endorsements. PR can provide an unbiased opinion from media sources the public trusts if used correctly.

An experienced and knowledgeable PR professional knows how to perform tasks necessary to a company working with an emerging market, such as:

  • Providing the media with accurate and unbiased information
  • Developing key messaging for the brand
  • Getting the message out to early adopters, resulting in a trickle-down effect to the consumer
  • Leveraging opportunities for experts to speak about the industry
  • Strategizing the appropriate communication channels for the product or idea

 

Emerging Markets PR Has No Limits

 

Many people think PR is only about writing press releases to inform consumers about products. However, public relations involves open discussions, strategic planning, channels for brands to discuss their expertise, and high engagement. It includes editorial opportunities, serving on panels and conferences, producing thought leadership and bylined articles, and building trusted media relationships.

These PR strategies are affordable. Unlike advertising, which can become a significant expense, the cost of PR is minimal. Additionally, there aren’t as many restrictions in public relations. When you have an interesting story to tell with a third-party endorsing your product or idea, it can influence consumer behavior.

 

Relevance of Public Relations for Emerging Industries

 

Companies with an emerging market need PR more than ever. Having a partner deliver your message so consumers know about the product is vital. Remaining competitive requires standing out in the crowd. If no one believes your product or idea is better than someone else’s, consumers might go to your competitor.

Investing in public relations is worth it to achieve your professional goals. You want the masses to know who you are and what you do. Without the right platform to inform consumers of your brand, you likely won’t make a profit or become successful within your industry.

 

Creating Your Public Relations Strategy in an Emerging Market

 

Influencing the behavior and attitude of others is a crucial part of public relations. If you’re in an emerging market, you must develop the correct PR strategy to accomplish your objectives and goals. Below are the steps you should follow while creating a public relations plan for your product.

 

Outline Your Goals

Your plan should begin with goals for your PR efforts. When entering a competitive market against companies with an already-established brand, you must determine what you want to accomplish.

 

Whether you want to become a major player or live harmoniously with your competitors within the same industry, what you set out to do should be reflected in these goals. Write down everything you want to accomplish with your new product, service, or idea. You can outline your overall goal and include smaller accomplishments you want to achieve along the way.

Research the Market

 

Becoming successful in an emerging market means performing extensive research. You must learn everything there is to learn about the market. Your research should include gaining knowledge about media narratives, relevant trends, and audience opinions.

While performing your research, you should also review communications regarding your brand on multiple platforms and channels. Look at your website and determine whether your audience can navigate it easily or might have trouble learning about your product. Analyze metrics for your social media platforms and how much engagement they get.

 

Learn About Your Target Audience

A PR strategy isn’t useful unless you get to know the audience you’re targeting. You should consider demographics, interests, lifestyle, and other vital factors. If you don’t put your product in front of the consumers most likely to purchase it, your brand won’t grow.

 

Getting to know your audience also requires understanding how they perceive your brand. Since you’re in an emerging market, you can’t rely on previous performance and sales. You should analyze data, monitor the media, and ask your target audience their opinions.

Set a Timeline

Emerging markets include various products, services, ideas, and brands vying for attention. You could fall behind your competitors if you don’t move through your timeline efficiently. Although you should handle your PR strategy correctly, you don’t want to enter the market after everyone else.

 

List every objective involved in your PR plan and choose a realistic deadline to meet each one. Ensure your objectives are attainable and specific. Broad goals can waste your time and might not even accomplish your aims.

Choose Tactics for Your PR Needs

You have an endless number of PR tactics to choose from as a new business in an emerging market, from social media posts and press releases to events and conferences. However, if a tactic you use doesn’t portray your brand correctly or achieve your goals, you should devote your resources to something else.

Below are the most common public relations tactics companies use in emerging markets:

 

  • Press releases – It might seem old school, but press releases are highly effective. A press release is a reliable communication tool that gets the word out about any topic you choose. You can use a press release to inform the public of your product, an event you’re hosting, and various other information.
  • Influencer marketing – Your PR plan might benefit from including a social media influencer. Influencers offer their opinions of products and direct the public on whether to buy them. If an influencer’s followers are part of your target audience, you can use their platform to promote your brand.
  • Media outreach – The media has a significant influence on consumer behavior. You should understand how and who to pitch your idea to. Stay in touch with key media outlets and nurture already existing relationships. It’s also a good idea to consider their schedules, so you can discuss your product or service at the most opportune time.

 

Contact Us

Avaans Media has extensive experience managing strategic PR campaigns for businesses in emerging markets. We know how to create effective public relations strategies to help our clients establish brand trust, build and maintain reputations, and grow their businesses.

If you’re interested in discussing how our PR professionals can meet your PR needs in an emerging market, do not hesitate to call us.

5 PR measurements for Fast-Growing Companies

Here’s a question we get asked a lot, in the quick, nimble world of hyper-growth companies how do we measure PR? One of the first questions a prospective PR should ask is “how will you measure success?” PR agencies ask this in a variety of ways. As a modern boutique PR firm, the A-Team at Avaans Media always ask about future goals.  This is critical to can tie results to meaningful business objectives. We also ask this question because results drive our PR pricing, which is built around your objectives, not ours. 

We know we measure PR a little differently than most of our competitors, but we think it’s incumbent on modern PR firms to stay ahead of the PR measurement. Every year since 2010, PR professionals meet in Barcelona and set the Barcelona Principles as a framework for measuring the effectiveness of PR and communication. We based our PR measurement philosophy on these modern PR measurement principles: Barcelona Principles 3.0. These 5 PR measurements for fast-growing companies provide insight into how we work and provide a roadmap for PR success, no matter what your objectives.

  1. DETERMINE THE “WHY” BEHIND PR

    The “why” driving purpose for PR is critically important to identify. There may be a 5-year goal in mind, or a sales goal for the next year. Goals for hyper-growth brands may be dynamic and far-reaching. It’s perfectly acceptable to have long-term and short-term goals as a fast-growing company. What’s most important is that you share those goals openly and regularly with your professional PR team. As goals change, so should the PR strategies and tactics. It’s important PR efforts reflect both positionings for today and tomorrow. The “Why” is where the communication strategy is built and it’s a critical piece to PR success.

  2. PR MEASUREMENT IS ABOUT QUALITY, NOT QUANTITY

    Huge massive PR dashboards with hundreds of KPIs might look impressive, but realistically, they aren’t helping anyone, especially fast-growing companies. Your PR KPIs should reflect 3-4 metrics that reflect the goals of the company. As a CMO, this is your chance to share your own goals with the PR agency so they can support your objectives in every way possible. If you need a huge win – tell us! Let us help you. If you’re unsure, why your PR firm is measuring a specific KPI, ask. You’d like to measure something different, say so. If you highlight a particular PR measurement in investor, board, or CEO presentations, we want to know that. A modern PR agency is going to build measurements around long-term goals, as they change, share them. PR measurement should include outputs, outcomes, and potential impacts for fast-growing companies.

  3. DATA and EMOTIONAL INTELLIGENCE TELL THE PR MEASUREMENT STORY BEST

    Your PR measurement should include data points, but it should also include context and insight. Data without insight is practically meaningless for hyper-growth brands. PR data and the importance of that PR measurement will have different meanings against, social, cultural, and corporate contexts. Splashing numbers across a page is the simple part. Modern PR measurement requires emotional intelligence to surface real insights and actionable strategies. When there are radical changes, your PR firm should dive deeper to provide meaningful insight and assure correct changes were made proactively and the KPIs reflect the insight and analysis.

  4. PR MEASUREMENT IS HOLISTIC

    Why silo PR, one of the most important strategies for fast-growing companies? Modern PR includes SEO considerations, social media, paid media, and earned media, online and offline. Insist that your modern PR firm collaborate with other agencies and departments or at the very least that they keep one another informed of campaigns and their goals. As a CMO, it’s also critical that you share the OTHER KPIs you measure in advertising, social media, and owned media so the communication measurement incorporates the entire picture. The insights other agencies have can inform the emotional intelligence and insight to your PR measurement.

  5. TRANSPARENCY & INTEGRITY MAKE FOR SMARTER GOALS

    Everyone understands SMART objectives (specific, measurable, attainable, realistic, time-bound), but modern PR agencies are adding ETHICAL and REVOLUTIONIZING to make objectives SMARTER. PR professionals have professional ethics set forth by organizations like PRSA. Journalists also have a set of professional ethics. But those ethics are only the beginning because modern PR agencies should consider digital ethics (security, disclosure) as well as social and cultural ethics, such as diversity, equity, and inclusion. PR measurement should always be contextural and advance both the brand AND society. These modern-day ethics aren’t only for purpose-driven brands, they are for all stakeholders who care about the brand. It’s more critical than ever that modern PR firms incorporate SMARTER goals and outputs that enhance brand value over short-term bursts which may actually hurt a brand’s reputation. Never has emotional intelligence been more important to PR goals and measurement.

 

We know PR measurement will continue to be as dynamic as your fast-growing business, your customers, and the culture. These 5 goals for hyper-growth brands provide guidance and help you achieve real success with PR. At Avaans Media, we’re committed to being best-in-class for providing PR measurement with genuine insights that apply to your business. Contact us today to have a meaningful discussion about PR measurements for today’s business goals.

 

 

Tag Archive for: communications

GLOBAL HYPERGROWTH STARTUP LEVERAGES TECH PR


TO CHANGE THE NARRATIVE WITH TECH CONSUMERS

THE PR CHALLENGE

A creative global AI powered content creation and niche content app seeks to create awareness around product launches and existing properties to increase consumer awareness and increase brand value to enhance investment negotiations. Our nimble team works alongside this hypergrowth technology company to create a lasting impact.

THE PR SOLUTION

We conduct a thorough brand audit to identify key messages, over-arching themes, and storylines for both a consumer PR campaign and an investor PR campaign. We align brand messages with cultural overtones line gender, and equity alongside technology themes like AI, content creation, and global access that strike a chord with journalists.

We create on-brand digital assets and make recommendations to existing assets to support the messaging and develop stakeholder engaging campaigns to launch four product launches within 8 months and pen many thought leadership pieces that appear around the globe on some of the most trusted news outlets in the world.

Our media relations strategy develops general population topics along with pitches for niche interests such as gaming, entertainment, publishing, social media, and technology.

The consumer PR campaign aligns with monthly product launches, each with its own consumer persona and niche interests. We implement the campaigns with an emphasis on technology and entertainment media relations and we implement monthly owned media which aligns with campaigns and product launches.

PRODUCT LAUNCH PR STRATEGY


We develop campaigns with owned and earned media designed to increase awareness for consumers while creating interest with journalists.

TECH MEDIA RELATIONS


Our bespoke campaigns use the cross-over strengths of the brand and its global community to leverage media opportunities. We activate with multiple in-house spokespersons and key influencers.

OMNI CHANNEL STRATEGY


We recommend and implement an owned media strategy that complements business goals. We also review branding assets including the website and social media accounts, to unify the brand, eliminate consumer confusion with unified messaging.

EXECUTIVE THOUGHT LEADERSHIP


We deeply engage with executives and technologists to create a thought leadership campaign that advances key talking points in investor-friendly outlets.

THE KUDOS


“Our experience with Avaans Media was more than we could have asked for. Not only did you blow us away with results, we learned so much from your team of experts. I know we will work together again.” 
-Brand Executive

THE CRUSHING RESULTS

68 pieces of earned media


in global news outlets, not including press releases in 8 months

5.36 Billion 


Global Audience Size

.00003


Cost per person reached 

A CONSUMER TECH PRODUCT SEEKS TO CHANGE THE NARRATIVE WITH PR

THE PR CHALLENGE

A brand with multiple products wants to change the global narrative surrounding publishing and writing through its product launches and elevated consumer technology that allows players to gamify their stories and create their own narratives. But the brand’s competitors have years of dedicated PR efforts behind them, and the brand’s multiple products aren’t unified in the eyes of the consumer.

THE PR SOLUTION

PRODUCT LAUNCH PR STRATEGY


We incorporate all existing assets at our disposal while recommending on-brand messaging changes and developing new assets for consumers and contributors.

MEDIA RELATIONS


We ensure the brand and product launch receive coverage in a variety of national and international publications that write about technology, content creators, media publishing, and social media platforms.

THE RESULTS

Global PR Reach Results in Record Sales

5 Billion


We secure global coverage that reaches over five billion potential readers.

68


pieces of brand coverage 

.00003


Cost per estimated impression

7


brand earned coverage appeared in 7 different languages

BBC news - the most trusted global news source
trend hunter magazine
Consumer Technology PR Firms
MSN Logo consumer trend stories

TO CREATE MEDIA BUZZ AROUND A CANNABIS BEVERAGE LAUNCH

THE PR CHALLENGE

A brand with a cult following, but no media relations or press coverage wants to make its latest product launch splashy with press coverage. Because of pandemic uncertainties, there isn’t any other marketing activation outside of retailer display and influencer product sampling. The target audience is young men in California’s metro locations.

THE PR SOLUTION

PRODUCT LAUNCH PR STRATEGY


We incorporate all existing assets at our disposal while securing exclusive celebrity tie-ins. We ensure on-brand media is included in planning and execution.

MEDIA RELATIONS


We ensure the brand and product launch receive coverage in a variety of national and statewide publications.

THE RESULTS

Sell Out Product Launch Weekend

99% Increase


In cannabis brand visibility

27


pieces of brand coverage in 8 weeks

46%


Of coverage includes brand name in headline 

8M


Audience Reach in 2 months

Muse by Clio Press Coverage
Gothamology men's magazine
Business Insider CPG cannabis media coverage
herb magazine cannabis product launch coverage
BevNet beverage and CPG PR

WE ARE PR WITH RADICALLY IMPRESSIVE RESULTS

Our clients are bold, ambitious, results-oriented. We know you have a business goal in mind when you hire a PR agency, and we’re here to help you get there. From startup to IPO we produce award-winning results that builds business value.    We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service the needs of growing businesses.


INCREASED REVENUE


Increased Sales Conversion
Average Deal or Sale Increase
Decreased Churn
Increased Customer Lifetime Value
Awareness

PR Success Competitive Advantage

COMPETITIVE ADVANTAGE


Brand Reputation
Media Market Share
Executive Share of Voice
Key Message Pull-Through


RECRUITMENT


Top Talent Acquisition
Candidate Pipeline

PR Success Attract Investors

ATTRACT AQUISITION


Sell-Side Awareness
Buy-Side Awareness

PR Success: Attract Investors

ATTRACT INVESTORS


Series A, B, C
Product Launch Fundraising

A STATEWIDE BRAND RECEIVES NATIONAL EXPOSURE & INVESTOR ATTENTION

THE PR CHALLENGE

To create national exposure and redefine cannabis use for a California-based luxury cannabis subscription box to attract investors and brand recognition.

THE PR KUDOS

“Nearly solely responsible for the development and implementation of our public relations campaigns, offerings and promotions, and media management…an excellent feel for gauging public opinion and projecting public reaction to certain campaigns. Best of all, the  campaigns were universally successful, providing significant and measurable growth…comes with my highest recommendation.”


Chris H.,
Co-Founder/CEO

THE SOLUTION

Engage lifestyle, startup, and business journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Increase exposure through on-site activations at tradeshows and events. Ensure effective media monitoring for partnership opportunities and competition.

CELEBRITY WHISPER CAMPAIGN


Our A-List Celebrity whisper campaign secured several paying A-list subscribers. As the word got around in celebrity circles, the word-of-mouth ROI was clear.

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.

EXECUTIVE PR and 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.

PRESS-WORTHY COLLABORATIONS


We conceptualized annual holiday limited edition offerings which enabled never-before collaborations and national press.

THE PR RESULTS

300% Growth


In website traffic from media sources.

200% revenue growth


For 2 years the revenue growth was sky rocketing.

 $750K in earned media annually


From national and California-based lifestyle outlets with an average of 2-3 placements per month.

California PR Firms
PR Firm California
Lifestyle PR Firm in California
Lifestyle PR Firm in California
Lifestyle PR Firm in Arizona
California PR Firms
Get my company in Trend Hunter
429 Magazine
Seattle Bride Magazine
Los Angeles PR Agency

TO ENHANCE PARTNERSHIP & INVESTOR OPPORTUNITIES FOR AN EMERGING CPG BRAND THROUGH EARNED MEDIA COVERAGE

THE PR CHALLENGE

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

THE PR 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 PR 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.


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
Reputation Management PR firm
Consumer Technology PR Firm
Consumer Technology PR Firms
green entrepreneur cannabis
Cannabis PR Agency California
MJ Biz
Benzinga cannabis