3 Ways That Traditional Marketing and PR Can Work With Digital Marketing

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Have you cued yourself in to the Digital vs Traditional debates yet? So you may have read that public relations and digital marketing activities are increasingly intertwined and almost inseparable. And that digital is the future of traditional marketing and public relations. With this, is the death knell sounding for traditional marketing and PR activities? As one of Singapore’s leading PR companies with a solid team of experts, we are willing to stick our necks out there and answer a resounding NO to that!

We bring you three key things to take note of when coming up with an integrated marketing plan, to ensure that your digital marketing efforts will work hand-in-hand with traditional offline marketing and PR for the best results.

  1. Use the digital to enhance your story

Marketing and PR have always been in the business of telling stories – stories about the lifestyle your brand is associated with, stories about how your brand came to be, stories about people in relation to your brand. Whether it is through a TV advertisement or through an article in a publication, the fact remains that marketing and PR experts have gone to great lengths to craft a compelling story and sell it to the public. Digital marketing is also all about telling positive stories about your brand, only that it is concerned with doing so in the digital realm. Knowing this makes it easier to reconcile traditional and digital marketing and PR, and will definitely help you see how digital platforms can be a great way to enhance and extend the stories you are already telling on traditional platforms. Continue reading “3 Ways That Traditional Marketing and PR Can Work With Digital Marketing”

3 Ways That Traditional Marketing and PR Can Work With Digital Marketing

PR Trends You Need to Know for 2016

In an age where consumers are bombarded by messages, PR has become an even more important way for businesses to stand out from the pack of slick advertisements. Come 2016, you can be sure that the competition for good PR will be more fierce than ever. This month, we bring you five of the top PR trends in the upcoming year that you must be aware of so that you can stand head and shoulders above your competitors. Don’t forget: you saw these here first!

 

  1. Content

Thanks to social media, lines between the domain of PR in traditional earned media and that of content in owned media have been increasingly blurred. Consequently, PR professionals will be seeing plenty of crossing-over between the two in the upcoming year as they tap on social media platforms like Facebook, Twitter, Instagram and LinkedIn to both reach out to journalists and further amplify their messages on earned media channels.

Huffington Post, an online news aggregator and blog based in the United States of America, is an example of the blurring of lines between earned and owned media. Other than providing its readers with news stories from around the world that its writers have picked up via more traditional pitches and sources, it has also been publishing its own content such as quick and easy recipe videos, both on its own blogs and news site, and on its social media accounts like Facebook. Continue reading “PR Trends You Need to Know for 2016”

PR Trends You Need to Know for 2016

The Top Three PR Campaigns in 2015

2015 is fast drawing to a close, and with the countless campaigns that took place this year, which campaigns truly stood out among them all?   This month, we round up three of what we think were the most outstanding public relations campaigns that took place this past year, and show you what you can take away from these for your business’s own PR campaigns for next year.

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1) SG50

This extensive, multi-level year-long campaign was certainly memorable if not one of the most outstanding for many Singaporeans. Conceived to celebrate the island-state’s fifty years of independence from British colonial rule, its genius lay in the ease of adoption of the logo across a wide range of products and services. A simple red circle encompassing “SG50” in the white-and-red colours of the Singapore flag, the logo, designed by local designer Jackson Tan, was rife with significance. Even large international brands like Lego, Coca-Cola  and Rolls-Royce wanted to be a part of the action and rolled out their own memorable and successful SG50 product campaigns. The extensive campaign and the SG50 celebrations have both attracted a large amount of local and international coverage (some examples HERE, HERE and HERE) and as a nod to its effectiveness, is still drawing coverage to date, 11 months into the campaign. Continue reading “The Top Three PR Campaigns in 2015”

The Top Three PR Campaigns in 2015

Making Your Launch Event a Success

According to Forbes, there are about 250,000 new products launched globally each year with a high failure rate of around 90%. Hence if the public can recall your product launch, chances are you have staying power. A launch event should be part of an over-arching strategy. Identify your stakeholders and key messages to build long term relationships.

Increasingly, companies plan to raise their profile ahead of an official public launch. When it comes to determining which brands jump to the forefront, it is usually brands that people are familiar with. For example, Apple uses the PR machine before they launch a product.

Demand is established before the product is even launched to market and there long queues form before the retail store opens. When Bose launched its wireless headphones, AffluencePR made the product available to important influencers. Encourage the use of the product and then write a review article or post to create excitement.

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Launch Events done by ENCE Marketing Group

If you invite journalists to a media launch, you need to be able to answer two key questions: Why should the journalist attend? And why is the journalist there. Only a compelling reason can motivate action – whether it is to attend or to cover the event.

When Ikea celebrated the opening of its 30th store in France, it created a rock-climbing wall out of its furniture. If you google this, chances are you are going to get results in the hundreds of thousands. While not many companies have the budget to execute grand schemes, the idea is to do something interesting or unusual. An idea done right can have the potential to be viral.  However, always keep in mind what are the objectives and don’t let the event or activities overshadow what you want to achieve.

ikea-wall-3-2014Image credit: Adweek

Press releases can go a long way if you keep it rolling. Continue to produce fresh news like customer stories. Engage your partners or organisations who will benefit from your success. The more people are talking about it, the more people will know about it.

Utilise the best resources that best tells your story. Whether it is a good spokesperson or using the best medium for your message. Adjustments in timing and budget allocations can help you develop an ideal mix of activities to generate ongoing conversations that goes beyond the launch event.

What are some of the most successful PR launches you’ve seen? Please share in the comments?

Making Your Launch Event a Success

How does Social Media Fit into your PR Strategy?

Public Relations and Social Media can complement each other.  Combined, your message can not only reach a larger group of audience, it can be more effective.

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Direct Path to Audience.  Social media allows you to interact directly with people. Facebook even allows you to identify specific target audiences to broadcast your message.   It also play an important role in connecting people and developing relationships. If you are linked with the editors or journalists on Facebook and Twitter, you are more likely to have a closer relationship.   You get insights about what interests them and every time you “like” or comment on something they have done, they get a reminder about you. Continue reading “How does Social Media Fit into your PR Strategy?”

How does Social Media Fit into your PR Strategy?

Getting an Edge or a “Second Thought” in a Fiercely Competitive Retail Scene

Retail outlets at the Orchard Road strip are facing high operational costs and increasing competition not only in Orchard Road but also from the heartland malls and online shops in tiny Singapore.

Robinsons however reported a 32.7% growth in sales in January 2015 compared to a year ago. They attributed the growth to the store keeping up with trends and bringing more relevant merchandise for their customers. They are constantly reinventing themselves to attract customers with more than just offering discounts.

So how do retailers stay relevant?

With competition so fierce, there are only a few ways to encourage a “second thought”. Consumer insights is key and through Public Relations, the store can be brought to the attention of the target consumer. Public Relations for the retail world is about getting the word out about your store and your products to consumers. It is about enhancing your strategy and tactical plans by spreading the word and getting more business.

Once you have your plans in place, how do you engage a PR agency to help you spread your word?   There are basically two engagement models: Projects vs. Retainers.projectretainer

Continue reading “Getting an Edge or a “Second Thought” in a Fiercely Competitive Retail Scene”

Getting an Edge or a “Second Thought” in a Fiercely Competitive Retail Scene

How do you know if your business needs PR?

Small and medium businesses have tighter budgets and cannot compete with the large advertising budgets that big organisations enjoy. The good news is that you can still create awareness of your business using Public Relations (PR). PR means getting your business known about by the press and the public.

Top Reasons why SMEs should consider PR as their Top Marketing Tool: Continue reading “How do you know if your business needs PR?”

How do you know if your business needs PR?