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A solid consumer PR strategy allows your business to enjoy a larger audience and increased exposure. Read on to learn more about consumer PR and its importance in the business world.

What Is Consumer PR?

Public relations refers to how a business maintains relations with its stakeholders, including investors, media, government, other businesses in the industry, and consumers. In this blog, we will specifically talk about consumer PR because every business stakeholder is ultimately a part of the consumer market, whether it’s employees, investors, or the media.

Consumer public relations defines how brands build connections with the public, or more precisely, their target audience. It is all about building positive impressions about your brands, products, and services by disseminating relevant and engaging information to the public with an emphasis on your unique selling points.

Consumer PR – Then & Now

Consumer PR is not a new concept. It has been around for a long time now, although it wasn’t something that businesses purposely considered in earlier times.

The lack of technology meant building and maintaining consumer relations wasn’t as complex or detailed back then. Most of it was just about nicely dealing with the customers face-to-face. Then came the surge of technology, opening up multiple channels for businesses to communicate with their target audience.

At first, business organizations raised brand awareness by placing ads in newspapers, television, and radio. The rapid technological advancement in recent years has further exposed consumers to more advanced and instant ways of consuming media, like social media platforms, websites, and more.

Although companies now have more opportunities to get their message out to the public, it also means the noise and competition in the business world has reached an all-time high. Every brand must have the proper consumer PR strategies to achieve mass exposure and publicity.

Characteristics of Modern Consumer PR

Here are a few prominent characteristics of modern consumer PR dynamics:

Emphasis on Omni-channel Marketing: More is needed for businesses to connect with their target audience through just one or two marketing channels. From interacting with the audience on Twitter to making videos on YouTube, brands must adopt many ways to receive more exposure and build a larger customer base.

Importance of Story-Telling: Earlier, businesses could get away with using only hard-sell strategies because the competition in most industries wasn’t that high. Since consumers now have more choices, they don’t like brands pushing their products on them. This is why brands should back their products with a compelling story and unique insights that make the audience emotionally connect to them.

More Focus on Audience Interactions: Regular interaction with current and potential customers has always been important, but it is more critical than ever. The competition has increased, and you must keep in touch with the audience to stay on their radar. The more you communicate with your audience, the more they trust your brand. But remember to keep the communication swift, transparent, and meaningful.

Consumer PR Agency

Building and sustaining positive relationships with consumers is an ongoing process. It not only takes up significant time, money, and effort but also requires strong interpersonal and communication skills. Therefore, most companies prefer hiring a consumer PR agency rather than handling consumer PR tasks themselves.

Consumer PR agencies help brands build and maintain a consistently positive public image through various activities. More precisely, they interact with a brand’s audience on different platforms, post content on the right platform at the right time, organize or sponsor events, and collect good reviews from third parties.

Another crucial function of these agencies is to filter messages to make sure nothing inappropriate or irrelevant is shared. They also track audience interactions to see how the current public strategies work and what needs improvement. 

The Difference Between Public Relations and Marketing

Consumer public relations sounds very similar to marketing. Although both approaches focus on conveying the brand message to consumers, the difference lies in their objectives.

While the outcome of consumer PR activities is to build and maintain a brand’s positive reputation amongst the public, marketing is more inclined towards increasing the revenue for a business.

Both marketing and consumer PR are equally crucial for businesses to generate a high return on investment in this modern era. Every business should use a blend of marketing and PR strategies to connect with its target audience.

An important point to remember here is that the message conveyed through both consumer PR and marketing should be consistent. Brand messages aligned across all channels strongly impact consumers, making them more inclined to try your products and services.

Why Is Consumer PR Important?

Let’s look at the benefits of consumer PR.

Increases Brand Awareness

The core function of consumer PR tactics is to inform people about a brand, ultimately widening its consumer base. It involves sharing innovative and thought-provoking brand messages over multiple channels to garner more attention.

Builds a Strong Brand Image

Consumer PR not only focuses on creating brand awareness but also helps you reinforce a positive image in the market. With a strong brand image, you can enjoy higher engagements, increased sales, and significant growth in market share.

Promotes Credibility

Consumers trust a brand better if they know how it operates. This is where consumer PR can help. Consumer PR professionals strive to create positive talk about a brand amongst the public in different ways: publishing leadership pieces, building influencer connections, and implementing networking strategies. Your credibility soars high once the positive messages about your brand become common to the public.

Helps Manage Reputation

Reputation refers to how people perceive your brand based on what they see and hear about it. It can be positive or negative and change. Reputation management is one of the main functions of consumer PR strategies.

Businesses may often find themselves in unfavorable situations, like negative reviews from a dissatisfied customer or legal problems arising from a misinterpreted advertisement. Consumer PR helps them avoid such problems and repair the damage through media connections and press releases.

Strengthens Your Online Presence

A robust online presence is key to success in today’s era. As a part of consumer PR strategy, a brand can use social media and other digital platforms to talk to its customers, resolve conflicts, and monitor their changing interests.

Consumer PR experts can build a plan to stay active on online platforms to grow relations with all groups of consumers.

Becomes a Source of Added Value 

Your consumer PR strategy can be a significant differentiating factor between you and your competitors, helping your brand shine as an industry leader. It can add value to your business in several ways: by helping you personalize your brand, increasing its visibility, and strengthening the company profile.

Generates Quality Leads

The functions of Consumer PR strategies are not just restricted to reputation management and raising brand awareness. They can also be targeted towards more advanced goals like lead generation and conversions. Posting content on the right platforms, using compelling CTAs, incorporating social proofs to your profiles (reviews and ratings) – all such efforts make more people interested and willing to try out your products and services.

How to Establish a Consumer PR Strategy?

Identify Goals

The first step is to identify the end goal of all your consumer PR activities. It will guide your efforts and help you decide on the appropriate measures for tracking progress. You can aim to achieve increased brand awareness, enhance customer loyalty, build investor confidence, etc.

Choosing a single goal isn’t necessary; you can select a mix of different goals and make separate plans to achieve them. Remember to keep referring to your objective list to ensure you are on the right track.

Focus on Target Audience

The next step is to focus on your target audience. Decide who you want to target at the moment and in the future. You can also target more than one or two groups if you have enough resources to cater to their needs. Research and list all relevant information about your audience groups, like preferences, qualities, demographics, and other activities. This will help you develop messages tailored to their specific requirements.

Analyze Competition

At this point, you should also analyze what other businesses in the industry are doing to grow and maintain their relationships with consumers. You can browse their websites as well as social media profiles and posts to see what works for them and what doesn’t.

Use the Right Consumer PR Content

List down the key messages you want to convey to the public, and later, think about which tactics you want to implement.

Remember that those tactics may not work effectively if you have nothing valuable to share. Nobody will be interested in what you say if it’s not appealing enough.

Some effective consumer PR tools and opportunities are corporate news, an upcoming event, an e-newsletter, or an in-depth article on thought-provoking topics. Don’t forget to add a unique angle to your content, explaining why the audience should care about your brand.

Learn to Pitch the Right Way

Once you have the content ready, pitch it to different platforms through appropriate communication methods. People don’t often have enough time to read or go through lengthy content, so make sure both your content and pitch are concise.

When you pitch other platforms to publish your brand story, introduce yourself briefly, give a short review of your message, and mention why it would interest their viewers.

Examples of Effective Consumer PR Strategies

  • You can support a social cause to build an emotional connection with your audience. Many people agree they are more likely to buy a brand that contributes to society in some way than one that doesn’t. It can be anything, from giving away coats to the needy in winter or donating to the education sector.

 

  • Personalize your brand by interacting with customers on different platforms. They will definitely be willing to buy from you more often if you interact positively with them. You can personalize emails, products, and services for specific audience groups to make them feel more valued.

 

  • Become a thought leader in your industry by leveling up your research and content creation game. Provide consumers with valuable insights on industry trends and events, offer informative courses and presentations on engaging topics, and publish thought-provoking articles backed by facts and figures. Becoming an expert within the industry will help you strengthen your credibility amongst the audience.

 

  • Contribution to the community matters a lot when it comes to setting a strong foothold in the industry. You can donate time, products, facilities, and money in different ways to help with the community development process. For example, you can serve on a community board, volunteer at a homeless shelter, take part in local festivals and parades, and other activities.

Methods and Performance Indicators of Consumer PR Campaigns

Consumer PR experts can use different methods to get their message out to the public, such as:

  • Videos
  • Events
  • Collaborations with Influencers
  • Seasonal News

Here are a few common factors that show the performance of your consumer PR campaigns:

  • Likes, Comments, and Shares on Social Media
  • The Number of Leads and Conversions on the Website
  • Mentions on Social Media

Final Words

To make your consumer PR strategy work best for you, you can combine different approaches and produce a PR calendar that includes all PR activities you plan to incorporate in the coming weeks or months.

Don’t want to go through the hassle? Hire a consumer PR agency specializing in multiple consumer PR tactics like event planning, social media management, content creation, and more.

Feel free to get in touch with us if you want to know more about consumer PR. 

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.

Widely accepted as one of the most powerful ways for consumer brands to increase awareness, public relations is also one of the most traditional and inflexible forms of marketing. Avaans Media aims to reinvent the paradigm with its new Sprint Packages.

Avaans Media, best known for its bespoke PR services, is announcing a competitively priced alternative for CPG and DTC brands. Sprint packages are available in limited quantities for each buying season exclusively for consumer products.

“It’s all about ease for consumer brands,” said Avaans Media CEO and Founder Tara Coomans, and Entreprenuer.com contributor.

Most PR firms require long-term commitments, and according to Cision, 45% of brands increased their PR in 2021, Coomans attributes increased PR costs to the ease of entry into consumer products and the important role PR plays in SEO, along with the growing need of consumer brands to stand out in the minds of consumers.

Avaans Media’s Product PR Sprints break that rule with micro contracts and competitive pricing. Perfect for brands launching products, or in need of a competitive boost for a short period of time.

PR is more effective than branded content at all stages of the purchase funnel, generating 10-50 times that of advertising conversions, according to Nielson.

“These packages are the ultimate in flexibility for CPG and DTC brands, while still delivering highly valuable earned media in national brand consistent media outlets while keeping customer acquisition costs down,” said Coomans

“It’s a truly special offering, that’s why we’re limiting the availability of these packages,” she said.

Find out more about Avaans Media Product PR Sprints.

About Avaans Media
Originally founded by Tara Coomans in 2008 as a digital communications agency, today Avaans Media offers digitally savvy bespoke PR. From startup through IPO, Avaans Media clients include emerging industries like drones, robots, cannabis, and AI as well as highly ambitious consumer tech, CPG or DTC brands. Avaans Media successes, along with award-winning team members has allowed Avaans to become one of the top PR agencies in the country.

As the holiday season approaches, product PR becomes more important than ever. Competition from major brands, standing out from the crowd, and capturing people in a buying mood are all great reasons to do product PR during the holidays.

 Now you might ask, “which holiday season do you mean?” The answer: whatever holidays are most important to your company or brand.

There are a few key reasons why product PR is so important during the holidays, and why Avaans is now offering Product PR Holiday Sprints.

Competition from Major Brands

Most of your competitors won’t invest in holiday PR, but if you do, it gives you a considerable edge when people search for your brand or product.

You simply can not outspend the major brands with advertising, but using PR evens the playing field a bit, especially since a lot of journalists prefer to showcase smaller or boutique brands, or at the very least want to include one as an alternative to more well-known brands. It’s also an opportunity for smaller brands to showcase diverse founders too, something big brands just can’t do.

Ever since iOS14 rolled out, which allows consumers to opt out of allowing apps like Facebook and Instagram to track browser history, CPG and DTC brands have seen a considerable decrease in ad effectiveness. And to make matters worse, the massive brands have far more data and the ability to buy ads on a multitude platforms, so it’s nearly impossible to compete during the holidays when digital advertising costs surge.

In contrast, when you secure PR beside major brands in holiday gift guides, your brand receives a trust bump, so you’re benefitting from all the brand recognition of the larger brands, alongside the brand recognition of the outlet.

People are in the Buying Mood for Product PR

First, people are generally more receptive to marketing and advertising during this time of year.  Holiday PR is an ideal way to capture people when they’re in the mood, and in the moment.

The average person spends $1,463, during the holidays (Deloitte Holiday Survey)

There are a few things that contribute to this increase in spending. First, people tend to travel more during the holidays and spend money on things like gas, hotels, and food. Second, people buy gifts for their friends and family, They’re also more likely to be thinking about gifts for loved ones, which means they’re more likely to pay attention to products that might make great gifts. . And finally, people tend to spend more on themselves during the holidays – maybe they buy a new outfit for a holiday party or get a massage to relieve stress.

Less than half of consumers are worried about higher prices on discretionary purchases (National Retail Federation)

Stand Out from the Crowd with Product PR for the Holidays

The holiday season is a busy time for everyone, so standing out from the crowd is essential. And that means meeting your consumer where they’re at. Consumers are searching for gift ideas and they value gift guides because they trust journalists to test the products (they do).  99% of products never receive any press, by simply securing press, you’re already standing out. And you can leverage your press all year long.

Avaans Media now offers PR Product Sprints. Designed for CPG and DTC brands, these micro PR campaigns are perfect for brands with ambitious plans, but not ambitious budgets.