People will buy if you get the product, price and service right. But only if they know about you, like the sound of what you have to offer and can find you!
A strategically sound PR campaign rooted in your commercial strategy will address all these issues.
The first step is to understand exactly what you have to offer, whether it’s a commodity or high value service. What makes it different? What makes it interesting? Why do you think people will engage with it?
Then you need to understand who you’re targeting. Get under their skin. What motivates them? What pressures do they face? What do they need? How do they make their purchase decisions?
Overlaying the interests and preferences of your targets with your points of difference will shine a light on the elements to focus on; your key messages. Everything else becomes secondary.
Now you know what to say, you have to find ways to say it again and again without boring the audience. This means you need to do more than just state it repeatedly using slightly different words each time. You need many and different ways to embody your messages and then use multiple channels to communicate.
If your targets are seeking expertise and knowledge is one of your points of difference then don’t just say you’re an expert. Write an insightful and incisive article and place it in the right media platform, share it on social media and give a relevant talk at a key trade exhibition.
Once you have reached the point you think you’ll scream if you hear the message one more time then it’s just about getting through to your target audience.
Contact Cathy Connan of Communication Strategy on 07976 669089 or email email@example.com.