Guideline for Branding #2

Compiled by Peter/CXO, Wiz4.biz 5/13

7. Focus on PR, not Advertising – continued. 1) PR is often considered a highly credible form of promotion. One of PR’s key points of power rests with helping to establish credibility for a product or company, in the minds of targeted customer groups by capitalizing on the influence of a third-party — the media. Audiences view many media outlets as “independent-party” sources that are unbiased in their coverage, meaning that the decision to include the name of the company and the views expressed about the company is not based on payment (ie, Advertisement), but on the media outlet’s judgment of what is important. For example, a positive story about a new product in the business section of a local newspaper may have greater impact on readers than a full-page Advertisement for the product since readers perceive the news media as presenting an impartial perspective of the product.

2) a well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion. That is, media sources often provide more space & time for explanation of a product.

3) depending on the media outlet, a story mentioning a company may be picked up by a large number of additional media, thus, spreading a single story to many locations.
Finally, in many cases public relations objectives can be achieved at very low cost when compared to other promotional efforts. This is not to suggest public relations is not costly, it may be, especially when a marketer hires PR professionals to handle the work. But when compared to the direct cost of other promotions, in particular advertising, the return on promotional expense can be quite high.

8. Strive for Humanesss in your Brand, so buyers feel proud to have it or use it: (ie, my iPhone, my Laptop, my Tool, my Toy, Cadillac, Mercedes, Rolex, Harvard, Stanford, etc)

9. The Big Question. If you don’t have much to spend on Marketing, where would be the best place to put the $$, to have the most effect – for people to buy & use your Product.

Comments: How have you used PR to spread the word on your product?