Public Relations Yields Greatest Results
Most purchasing in today’s economy is done through a complex sales process with multiple buyers and a committee of influencers who are not always readily identified. As a result, marketing effectiveness has been found in public relations – using the power of the press to communicate with your market and have them come to you.
“Many companies are disheartened by the lack of effectiveness in their direct mail campaigns and other marketing efforts,” notes Kae Groshong, president of North Star Marketing, of Lancaster, PA.
“The problem that most companies find today is that buyers are not easily found through direct mail or advertising. Advertising has taken a hit in credibility because of the overwhelming volume and clutter with ad messages. In addition, e-mail campaigns are only effective when you are marketing to those who already know you – otherwise your message will literally be filtered out.”
The answer, notes Groshong, is to use the media, whether it’s consumer or trade, broadcast, print or Internet, to reach a wide audience of potential buyers. “These buyers will then look you up on the Internet,” says Groshong. “Then they will contact you. It’s a powerful method of having a highly qualified prospect raise his hand and say to you that he wants to do business with you.”
Groshong notes a recent study that shows your prospects aren’t the only ones checking you out on your website. Editors do the same. “The first thing an editor does after we approach him about our client, is to check out the web site. That’s how he gets his information and double-checks your credibility.”
Public Relations is the most effective way to really get your company and brand noticed. Here are several examples of how we used the power of the press to attract the buyer’s attention for our clients:
We positioned a client’s mascot in the crowd outside The Today Show and got 4 minutes of airtime viewed by an audience of 11 million people.
We delivered snacks to students during “crunch time” at final exams and “crunch time” for CPA’s at tax time and created thousands of new brand users.
When a client solved a major highway problem in two day’s time, we developed a story, pitched it to a national weekly magazine, had it placed in the next issue and reached the critical trade influencers when the topic was on everyone’s mind.
In a week’s time we were able to generate hundreds of thousands of viewers for television stories on a client whose product was sold at the Super Bowl.“
If we had the opportunity to use public relations for every prospect,” says Groshong, “they would be amazed at the sustained growth their company would experience. When you have a complex sale, don’t know how to find your buyer and want the most cost-efficient way to use your budget, then public relations is for you.”
North Star Marketing is a unique marketing and branding firm with 15 years of marketing, branding and public relations services. Call (717) 392-6982 for an information packet on our PR program “Newsmakers”, or visit www.northstar-m.com.
For more information, go to www.northstar-m.com or e-mail Kae Groshong at kgwagner@northstar-m.com or call (717) 392-6982.
