Tag Archive for: consumer

Create an Edge with Powerful Purpose Driven Public Relations

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Why Purpose-Driven Public Relations Have an Edge 

It’s easy to see why some companies are skeptical of shifting to a “purpose-driven” business model. Doing so requires companies to take a position on important, potentially controversial issues like environmental protection, workers’ rights, racial and gender discrimination, income inequality, that have social impact.

Is Taking a Stand the New Social Media in Public Relations?

Taking a stand can generate a swift backlash from the community and consumers. For an example, look no further than the reaction from many fans of the National Football League when several players, most notably San Francisco 49ers quarterback Colin Kaepernick, knelt during the national anthem as a protest against police violence.

The NFL is one of the few monolithic institutions left in American life, and the response from its fans would seem to discourage other brands from getting involved in political and social issues. Even President Donald Trump got involved by putting pressure on team owners and league officials. And yet, the NFL’s handling of its players’ police violence protests offers an instructive example of why brands should lean into social causes instead of avoiding them.

After all, what was the ultimate outcome for Kaepernick? The NFL caved on player protests and is allowing social justice messages in the end zones this year. Kaepernick partnered with Nike on their “Dream Crazy” ad, which helped spread his message to a much wider audience. Though the ad was criticized in some quarters, most people responded positively to it. Younger audiences, one of Nike’s key demographics, responded especially well.

Making that ad was a risk for Nike, but it’s a risk that clearly paid off. By being aware of social trends — particularly among some of its core customers — and partnering with someone who had legitimate social justice credentials, Nike scored a public relations coup and rode the wave to increased sales.

Jumping into the realm of social activism is new for Nike, but other brands have engaged in social, political, and environmental causes for many years now. The clothing company Patagonia, for instance, supports many social causes, especially groups focused on the protection and preservation of public lands in the United States. They’ve also imposed a “1% for the Planet” tax on themselves, in which they spend 1 percent of their sales (not just their profits) on environmental activism while encouraging other companies to do the same.

Another brand that’s making headway in terms of changing the way business is done is King Arthur Baking Company. Unlike many larger bakeries, King Arthur is a private company that is owned by its employees and is a benefit corporation. This means that having a positive impact on the world is built into the company’s corporate structure. In an article for the New York Times, Ralph Carlton, one of King Arthur’s chief executives, said “Being accountable to our employee-owners means we have to take them into account. We don’t believe in growth for growth’s sake.” The company’s message is clearly resonating with consumers; according to the Times article, King Arthur’s sales tripled this past spring when many people went into quarantine and started baking their own bread and other goods.

Is a Purpose Driven Public Relations Strategy for Everyone?

These examples and additional research illustrate the gains to be had for brands that embrace social causes. For instance, the research firm Accenture found in 2018 that 63 percent of consumers prefer to support brands that share their values and beliefs. In that same study, Accenture also found that 62 percent of consumers want brands to take a position on social and political causes, and 65 of consumers said their buying decisions are influenced by the values, actions, and words of a company’s leaders.

As we saw with Nike, these trends are even more pronounced among younger audiences and consumers. Other researchers have found that 54 percent of teens age 16-19 boycotted or bought from a brand because of its ethics. Furthermore, 63 percent of teens say they are more likely to buy from brands that back charities or other causes they believe in.

These figures provide more evidence that consumers are eager to buy from brands they perceive as having strong morals and values. However, brand trust is a precious commodity that companies should not take for granted. About 37 percent of teens surveyed in the study mentioned above said they didn’t trust the claims brands make about the causes they support, and 69 percent of teens in the survey said brands overstate how much they support the causes they supposedly champion.

That last point is critical. It’s not enough for companies to say they want to make the world a better place, they have to back it up with their actions and policies. If you tell consumers you’re moving to a purpose-driven business philosophy, you need to give them proof.

Once again, we can look at Nike for an example of this theory in action. Regardless of other criticisms the company has faced in the past, making Kaepernick the centerpiece of a campaign took courage, as he was a pariah in many circles and hadn’t been a star player for several years. But because Kaepernick had sacrificed his career and his reputation for his beliefs, Nike benefitted from his social justice bona rides.

As more consumers push for brands to become more socially and politically engaged, companies that have already adopted a purpose-driven approach or are willing to make a good-faith effort have a tremendous advantage in the marketplace. If you can show consumers that your brand shares their values, they’ll flock to your business.

How to Celebrate a Purpose-Driven Public Relations

 

Of course, getting your message in front of consumers is easier said than done. You need a public relations firm that understands the challenges purpose-driven brands face and the benefits they can provide consumers. Fortunately, PR for purpose-driven brands is what we do at Avaans Media, and we can help show the world what makes your company special.

It’s important not to be too bold or too generic when it comes to PR for purpose-driven brands. You need to be specific about what you’re doing and how it’s generating the kind of positive change you’re striving for. We’ll create a campaign that’s tailored to your company’s specific strengths and goals, and we’ll show consumers that you’re serious about achieving those goals.

This kind of campaign is something we already have experience doing. One of our biggest successes came from helping a nonprofit create content to help parents who were non-native English speakers improve their children’s early education outcomes. We listened to what they wanted to achieve and created streamlined, easy-to-understand social media content for parents to share with each other and their children. Furthermore, we helped the nonprofit lobby the state legislature to fund early education programs for pre-kindergarten students.

Our campaign was a tremendous success, generating over 401,000 impressions over six months among our target audience, with an engagement rate of over 50 percent. The state legislature also saw the extensive community support for the program and funded more early education programs, providing an even greater benefit to the community.

Our organization has the tools and talent to bring this kind of success to your purpose-driven brand. To learn more, visit our contact page to schedule a call with one of our offices. You can also find us locally in New York, Los Angeles, Honolulu, Phoenix, Denver, and San Diego.

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Consumer Mindsets According to Google for Fall 2022

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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.

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3 Great Ways to Leverage a CPG Launch

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Public relations is a key component to winning CPG product launches. A product launch is an important event for any company – and even more so for consumer packaged goods (CPG) companies. Successful product launches can result in increased market share, brand awareness, and sales. And while there are many different ways to execute a product launch, using public relations (PR) is often a smart strategy. Here are three great ways to use PR for a CPG product launch.

One key strategy regardless of how you launch: for consumer products, it’s exceptionally important that your PR and marketing stand out in the competitive environment for consumer attention. 

 

  1. Secure Early PR Coverage & Stay Consistent

For any new CPG, consumer trust is a prerequisite for great sales. PR leads in trust, so it’s important that consumer packaged goods companies secure early coverage to build consumer trust, awareness, and excitement for their product launch. 

Traditional tactics would include samples and a press release. A more modern PR approach is a well-developed, and SEO-optimized media sample kit and specific information a journalist needs to write a winning review of the new product. If you’re pitching digital outlets or podcasts that aren’t generated months in advance, another approach is pitching consumer reporters on-trend stories that will include your product as an example. Securing coverage in the early stages of a product launch will help to set the tone for the campaign and generate excitement among consumers and retailers.

Plan on aggressive PR focusing on earned media throughout the first year. If you’re satisfied with market share after the first year, you may consider moving to more brand awareness PR vs. earned media CPG PR. 

 

  1. Execute A Distinctive Social Media Strategy

Social media is a key channel for consumer packaged goods companies to reach their target audience. Think about how your target demographic uses social media, especially their interests. From there, think of content your target audience would particularly appreciate and where the content will work best. For example, you may have a video for Facebook and YouTube because the content is best suited to the ways your customers use those platforms. On the other hand, you may do something different from Instagram and TikTok. It’s truly time for CPG companies to think beyond the traditional influencer campaign. Be creative. For example, Bounty towels recently hired influencers to put Bounty in the background of their videos – this is a twist on product placements. P.S. be sure you stay out of hot water with the FCC and be sure to disclose the relationship. Always consider how your content can create newsworthy buzz to get extra mileage and earned media. Contests and giveaways can also be incorporated to generate consumer interest around the product launch.

 

  1. Leverage Paid Media

consumer packaged goods companies should consider leveraging paid media to support their product launch. Again, think creatively and be sure your campaigns align. For an extra dash of newsworthiness, consider incorporating your purpose, or another extension of your brand. Consider paid media outside of traditional print, TV, and radio, and dig deep into target markets with paid placements in locations that specifically resonate.  Paid media helps you quickly and generate awareness for your product launch, and when paired with high-trust PR tactics, paid media can be the conversion point that drives additional sales. 

 

While there are many other strategies and tactics that consumer packaged goods companies can use to support a product launch, these three strategies are a good place to start. By executing a solid consumer packaged goods PR strategy and supporting it with paid media, consumer packaged goods companies will be well equipped to win the consumer product launch battle.

Since our inception, we’ve been helping consumer packaged goods companies win the launch of their new products. In that time, we have learned many critical elements to a successful consumer packaged goods PR campaign. While there are many strategies and tactics, here are three simple things you can do for your next CPG product launch. 

Read more about our previous work here.

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3 Massive Cultural Trends for Emerging Brands

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[4 minute read time] Today’s CMOs are constantly scanning the news and social networks for the latest trends and cultural shifts. For emerging brands, cultural trends and shifts couldn’t be more important. But even the savviest of CMOs needs to put these separate trends into a broader cultural context in order to put them to use. Enter TrendHunter, their annual Trend Report is a must-read for PR firms, CMO’s, Product Managers, and Innovators. Guess who else watches these massive cultural trends? The media.

As a PR firm that specializes in emerging brands and emerging industries, we’re extremely fortunate to be working with brands already leading the charge on many of the trends and cultural shifts that the latest TrendHunter report documents in its 200+ pages. A few cultural trends caught our eye and thought they were worth digging into on a deeper level for our community of CMOs and media.

3 Massive Cultural Trends for Emerging Brands

Magic Mushrooms

Over the last 6 years, we’ve noticed an increasing demand for mushroom-based functional foods. The wonders of the mushroom knows no bounds. Nowhere is this more true than in the expansion of psychedelic mushrooms. As researchers fast track the science behind therapeutic benefits of psychedelics, global businesses in Brazil, The British Virgin Islands, and the Netherlands, benefiting from legal loopholes are launching brands and experiences that include psilocybin (the compound that creates psychedelic mushrooms). In the US, like cannabis-based THC, psilocybin remains federally illegal, but the local movement to decriminalize the psychoactive ingredient in mushrooms has already begun in Denver, Oakland, and Santa Cruz (as of this writing). Emerging businesses and innovators see psilocybin following the same path of cannabis, but moving considerably faster towards legalization.

Audio Only

Most marketing executives could not ignore the break-through app of 2020: Clubhouse. Clubhouse may or may not have peaked already, and everyone’s listening to see what’s next. Interestingly, the pandemic surge on ClubHouse came just as marketers were wondering whether podcasts, famously popular with commuters and gym rats would remain relevant. But podcasts survived, and some would say even thrived. Apps like Calm, which uses sound to ease tension also surged during the pandemic. Music lovers know the secret to these apps: listening to sounds has a measurable effect on mood and dopamine regulation. Could it be true? Audio-only meetings are more memorable than video meetings? Twitter is betting on it with it’s pandemic feature: ‘Spaces.’ Emerging from the pandemic, sound will be part of every experiential memory and brands will be looking to research to determine how their sound logos impact people’s moods much the way the we investigate how color impacts mood for graphic logos. We’re launching the ability to LISTEN to our blog posts starting with this very post.

 

Inclusion

Brands Celebrate Inclusivity

Gillette Skinclusive Line

Inclusion is no longer a buzzword, it is now part of our day-to-day awareness.  This year, Gillette Venus’ Skinclusive line launch with a summer line, “My Skin, My Way” on video game Animal Crossing. But inclusive skin is in, and so it differently-abled bodies with this launch. In-game inclusivity is mirroring our greater awareness of how our differences can be beautiful. We’re seeing inclusion happening in apps like Chapters: Interactive Stories, where users can create an avatar that reflects their ethnicity as well. Expect to see this in-game inclusivity mirror: gender inclusion and political points of view as well.

Brand Purpose

Bonus round: brand purpose. From sustainability to social good, TrendHunters covered the trend we’ve been seeing for several years: brand purpose. The best brands in the world are already ahead of the game on this, but it’s also trickling down to emerging industries and smaller brands and that’s because tomorrow’s most influential buyers care very much about where their products come from and what the social, political, and environmental costs of the brand are.

 

All of these trends have massive PR, product, and marketing implications. More and more, our clients are bringing us in at the beginning stages of ideation, to ensure not only do campaigns hit newsworthy notes, they also keep them out of hot water, which is a moving target these days. But our team, hand-picked for emotional intelligence, are here to help you see emerging trends all around.

 

Thanks for joining us today!

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5 GenZ Insights CMOs Need to Know

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5 Must-Know GenZ Insights for CMOs and Marketers

[5 minute read]

GenZ vs. Millenials: What Marketers Need to Know

GenZ is coming and CMOs and marketers need insights now. After a decade of news about Millenials, here comes GenZ, they make up 25% percent of the population. GenZ is here and CMOs will need to take notice if they haven’t already. It might be easy for marketers or PR professionals to assume this generation is similar to Millenials, but that’s untrue. GenZ, the oldest of whom are turning 23 in 2021, is a generation with distinct preferences and personas. This is also the most diverse generation ever, almost half of GenZ is BIPOC (Black, Indigenous, People of Color). And marketing and branding experts should know: their projected spending power, according to a late 202o Harris Poll, is $143 billion.

While both generations are purpose-driven and feel misunderstood and unseen by brands, especially BIPOC, women, and LGBTQ+, GenZ believes cancel culture is thier weapon against feeling unseen.  Millenials grew up as digital natives, but GenZ grew up as social media natives. In contrast to the hopefulness of Millenials, GenZ is are more practical and politically polarized, and view social media with skepticism.

 

Our GenZ insights for CMOs and marketers take into account both the data presented our team’s decades-long PR and marketing experience.

GenZ:  Take Us Seriously

Grounded GenZ is taking control of their destiny, they are more likely than the general population to have already bought investments (65% vs. 45%). They feel adulthood has been delayed for them and that mental health is extremely important. They are also incredibly invested in social change and see their response to brands as a way to take back their power. GenZ also enjoys thrift shopping – perhaps because of economic uncertainty, sustainability, or simplicity – they aren’t as moved by flashy streetwear and fashion drops as their predecessors.

 

  • 58% of GenZ women prefer to work in a freelance job or have their own business for flexible hours over working a traditional 9-5 job with a reliable paycheck.
  • GenZ watched their parents “burn themselves out at work” and want to find more balance in their lives said 74% of GenZ women.
  • 70% of GenZ said they have or plan to put more money into savings
  • GenZ pioneered cancel culture (50% say they have personally called out a brand), yet,
  • 73% of GenZ women say “social change does not actually occur on social media-it occurs with action in the real world.”
  • 65% make purchases through a brand’s mobile app
  • 52% say they have prioritized shopping at a small or local business to support them after the COVID outbreak.
  • 3% of Gen Z have or are considering upgrading their car to make themselves feel more safe or comfortable during the pandemic
  •  GenZ is expecting a return to travel, with 32% saying they will increase spending on travel.

GenZ Work & Financial Preferences CMO Insights:
Having experienced recessions and pandemics to say nothing of student loans, GenZ has grown up with uncertainty.


For marketers, this means this generation’s patterns may be harder to track down and be ever-shifting, particularly because they want a more flexible lifestyle. This, of course, may change as GenZ ages, but for now, keep your eyes on the shifting sands of time, because GenZ is flexible, self-reliant, and eager to control their own destinies. 

GenZ Purpose Driven CMO Insights:
Purpose-driven communication to a cancel culture generation is a double-edged sword.

It will be incredibly important for marketers and brands, large and small to understand the GenZ audience because while GenZ knows real change happens in the real world, they revel in making brands feel uncomfortable. This generation also has zero tolerance for racism from brands and society at large.

GenZ Shopping Insights
Shopping to make a statement or to self soothe. 

Perhaps because of their polarized and turbulent upbringing, this generation is longing for simplicity, therefore they’re already nostalgic for childhood brands and why they embrace thrift shopping, despite being native digital shoppers. They’re craving balance, escape, and their own experiences. They see mental health as its own reward, and they’re actively seeking coping mechanisms. Marketers will need to balance escapism with fantasy for this generation because right now, they’re an extremely grounded bunch, even when they escape.

GenZ: Social Media Isn’t an Escape

It’s so easy for marketers to assume the best way to reach GenZ is through social media.  For previous generations, social media represented an escapist world, but not for GenZ.

 

  • 70% of GenZ women say “they are tired of the “Instagram aesthetic” that projects a certain lifestyle.”  BUT GenZ isn’t rejecting influencers entirely,
  • 67% said “influencers are more important for showing brands, than brands themselves.”
  • 70% of Gen Z women say it’s more important for people to “prioritize their mental health over their physical health.”
  • 56% of Gen Z women say, “I believe social media is built to be addicting and I’m working to curb my behavior”
  • At home, they find driving soothing, with 38% claiming serenity through driving (compared with 28% of the population).
  • They also derive a sense of comfort and escape from food, 70% say that “snacking helps me take my mind off the issues of the world (compared to 65% of the general population).
  • 48% of Gen Zs miss being able to listen to music or a podcast on their daily commute (33% total)
  • 60% of Gen Zs plan to spend more or maintain spend on connected fitness equipment in 2021
  • 63% of Gen Zs say they have been buying nostalgic snack brands from childhood during the pandemic (63% Zs, 53% total)

 

GenZ Social Media Marketing Takeaways:
As social media natives, they’ve grown hardened to the communication style of social media.

Social media isn’t so much of an escape for GenZ. GenZ seems to understand life is messy and that garner a sense of authenticity from “reality.” They seem to want brands, influencers, and advertising to represent life’s realities a little more closely. Expect GenZ to view social media the way GenX views email: as a tool. Social media will increasingly be something GenZ seeks to have control over.

This generation absolutely craves escape ,and serenity, they see travel and mental health, and fitness as vital to their well-being.

 

GenZ: Escape CMO Insights:
Realistic and approachable escapes for a practical generation

Expect this generation to seek out authentic and approachable experiences until their finances are more secure. They’ll seek out comfort foods, nostalgia, and friends for comfort. When they’re alone, they’ll listen to music and podcasts and stay connected, but it’s likely that there will be variation in their entertainment choices. This is in part because they view certain activities as relaxing (driving) and others as required (social media and fitness), watch those motivational purposes and pair messaging accordingly. Marketers will also need to be alert and flexible to the on-the-go lifestyle of this generation.

*All statistics referenced here came from The Harris GenZ 100 Poll Round-Up. 

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PR for DTC Brands

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PR for Direct-To-Consumer (DTC) Brands

[Reading Time: 5 minutes]

Direct-to-consumer (DTC) brands are increasingly growing in popularity. While the industry itself is hardly an emerging industry, many DTC products represent a disruption in the status quo.  Instead of buying from a third-party retailer, customers can purchase products or services directly from the company. Businesses with successful DTC brands typically have one thing in common: a strategic and effective way to reach their target market.

Using targeted public relations and social media campaigns for DTC brands can create brand awareness, reach your ideal audience, and engage with current and potential customers. However, it’s not merely about posting things on Twitter or Facebook, and suddenly your business makes more money and grows. Creating a successful digital marketing plan means knowing when and how to use PR and social media for DTC.

 

Why Brand Awareness Is Crucial for DTC Brands

If you have a DTC business, you need to implement a marketing strategy that focuses heavily on brand awareness. In the beginning, your main goal isn’t as much about making sales as it is about garnering attention from potential customers, so they know who you are and the types of services or products you offer. These are the people who might encounter your brand again down the road and decide they want to buy something.

Building brand awareness begins with online advertising. Your target audience should be served interesting and unforgettable ads. It’s about creating a lasting impression in the minds of potential consumers and building trust. The more ads they see from you, the more they will feel comfortable with your business. Online shoppers are more likely to trust a brand they’re familiar with than one that doesn’t seem legitimate.

 

Using Social Media to Engage With Customers

Once you’ve established yourself as a brand, you need to maintain that awareness throughout various digital marketing platforms. An effective way of doing that is by using social media. Facebook, Instagram, Twitter, and YouTube are excellent forms of marketing to target a specific demographic or communicate with current customers.

 

You can increase your followers, attract new viewers, and engage with the people who are actually purchasing your product. The share feature within many social media accounts also allows users to quickly and easily spread the word about your brand to others. It’s basically like word-of-mouth advertising but via the internet.

 

One of the best features of social media marketing is customers’ ability to buy things through links included in the posts. If you incorporate relevant links in each post connecting to your products and services, it creates a hassle-free experience for consumers to make a purchase directly from your Instagram page or YouTube video.

 

Don’t Forget About Your Public Relations Plan

The right public relations strategy can inform the public about a company’s brand, build and maintain reputations, and gain credibility with a target audience. It’s not just about letting people know you exist, but also about letting them know exactly who you are. You’re trying to create an image, and the way you go about doing it can have a positive or negative impact on consumers.

 

Some of the most common PR strategies include:

  • Brand identity – Choose a logo, determine how you want your website to look, pick the tone you want to convey when communicating with customers, and pick visuals to use for your social media campaigns.
  • Messaging – You should include a backstory about who you are and how you got started. You should also incorporate your company’s values and mission. It’s critical that your tone remains consistent throughout all PR and social media for DTC. If you regularly change the voice conveyed through your marketing, customers will have difficulty trusting you.
  • Events – You can host an event or sponsor one where you know your target audience will be. Potential customers will see that you’re a legitimate business and learn about the products or services you sell. You will also have the opportunity to speak with them face to face and build trust.
  • Media – Press releases are an excellent way of notifying the public about the launch of your new brand, releasing a new product, or a sale or giveaway.
  • Partnerships – Partnerships can be a significant part of promoting your business. You should stick with people and companies that are relevant to your brand. For example, if you sell hiking gear, it wouldn’t make sense to work with a restaurant. Instead, you might want to partner with a sporting goods store and stock their shelves with your product.

 

Combining Social Media and PR for DTC Brands

 

Your brand could benefit from integrating your social media marketing and public relations campaigns, since both can complement each other.

Common examples of integrating social media and PR campaigns are:

  • Influencer Outreach – Social media influences are an excellent source for promoting someone’s brand. They typically have hundreds of thousands or millions of loyal followers who trust them and purchase the products they promote.
  • Digital Press Releases – Traditionally, companies send press releases to journalists to convey information about their brand. However, in the digital age, you can publish your own press releases on your social media accounts, through email, or as a blog on your website.
  • Forging and Maintaining Relationships with Journalists – You can use social media to create relationships with journalists in your industry that benefit your company and achieve your marketing goals. It doesn’t take much effort to gain their trust and support – if you take a genuine approach by following them on social media and sharing their posts, they might be willing to do the same for you.

 

Contact Avaans Media

If you’re looking for the right marketing agency to expand your digital audience, increase your return on investment, and successfully grow your business, Avaans Media can help. We have over a decade of experience creating and implementing effective PR and social media campaigns for DTC brands.

 

Schedule a call or complete our online form if you want to discuss your goals and determine the most effective strategy for improving your online presence.

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