Consumer campaigns
Consumer public relations has come a long way from press conferences in glitzy hotels, glossy press kits, sporadic media interviews and the ubiquitous coverage book at the end of the month.
Together with our extensive experience in managing ‘traditional’ consumer campaigns, Reputation also recognises that media is no longer the only influencer. We live in times of increasing public scepticism. The next best thing is just around the corner, ready to make your ‘new and improved’ seem very last season. Consumers are driving conversation.
At Reputation, we believe that it is time for influencer-based public relations to lead the communication mix.
In comparison to the old days, when PR was often tagged on to a marketing plan as an afterthought, the sharpest marketing minds are now seeing PR’s true potential unleashed and they are using it in new and effective ways to understand, engage, and influence their audiences. They are witnessing how a communication strategy with a major influencer component is directly impacting their bottom-line by driving purchase intent and behaviour.
Transformational ideas are born from knowledge and analysis. Through our affiliation with MS&L Group we have access to global research that sheds light on trends and mindsets that open the lines of communication.
Our approach maximises consumer connections and achieves more for your brand through:
- Traditional and new media channels
- Advertorial and editorial coverage
- Innovative partnerships & consumer advocacy campaigns
- Influencing the conversation
- Multiple touch point strategies
Our core competencies around consumer PR include the following strategic strengths and tactical abilities:
Strategic strengths
- Determining and creating brand positioning
- Conducting detailed influencer mapping and identifying relevant influencer groups
- Developing credible two-way communications plans
- Launching a new brand, product or service
- Reviving/repositioning a brand
- Identifying cause-related marketing campaigns which fit with your brand and help achieve business objectives
- Identifying and addressing issues
- Executing crisis management activities
- Targeting segments strategically
- Offering an in-depth understanding of the Australian market, media and cultural framework
Tactical abilities
- We have strong relationships across traditional media channels, social media channels and with industry experts. We have an ability to build networks with the relevant influencers for your brand
- Story development and media planning
- Development of communication materials and collateral across media
- Message testing
- Effective use of social media including consumer and expert blogs and micro-blogs, forums, webinars, social networking sites and word of mouth
- Engaging with relevant celebrities or specialist spokesperson on behalf of the brand
- Planning and execution of on-ground, buzz building experiential events and grassroots activation
- Robust reporting and measurement methodology.
Case Study #1*
* Reputation case studies can be accessed by contacting Terri-Helen Gaynor on (+612) 8252 7000.