A big launch event, with requisite themed venue, exquisite canapés, French champagne and opulent press gifts, is now beginning to appear distinctly ‘90’s, for most companies now, when it comes to ROI.
With hundreds of new beauty brands entering the market every year, beauty PR investment was bound to take its toll; many new entrepreneurs believing that a facebook page and the odd tweet, to tick the PR box - Wrong!
Creating awareness for a new brand or re-kindling a tired one, takes expertise, time, contacts and experience. Knowing your target audience is vital and understanding the relevant media is probably even more so, if you are to gain cut-through and earn invaluable editorial. It’s amazing how the seemingly most insignificant detail, such as not returning a phone call or a simple typo, can sometimes be detrimental to a brand.
Whereas an event and some product placement seemed to suffice 10 years ago, we are now faced with so many more options, thanks to social media. By the way, there’s nothing social about it! The necessary skill sets are quite different to the ones PR professionals have been known for, a decade ago. However, often lonely and very time-consuming, posting, tweeting and pinning have earned an essential place, when it comes to getting your product “out there”.
That’s why PR and marketing are now more inseparable than ever, you could say that PR is the intangible part of a marketing campaign that it needs to infiltrate every touch point, of that elusive consumer.
With hundreds of new beauty brands entering the market every year, beauty PR investment was bound to take its toll; many new entrepreneurs believing that a facebook page and the odd tweet, to tick the PR box - Wrong!
Creating awareness for a new brand or re-kindling a tired one, takes expertise, time, contacts and experience. Knowing your target audience is vital and understanding the relevant media is probably even more so, if you are to gain cut-through and earn invaluable editorial. It’s amazing how the seemingly most insignificant detail, such as not returning a phone call or a simple typo, can sometimes be detrimental to a brand.
Whereas an event and some product placement seemed to suffice 10 years ago, we are now faced with so many more options, thanks to social media. By the way, there’s nothing social about it! The necessary skill sets are quite different to the ones PR professionals have been known for, a decade ago. However, often lonely and very time-consuming, posting, tweeting and pinning have earned an essential place, when it comes to getting your product “out there”.
That’s why PR and marketing are now more inseparable than ever, you could say that PR is the intangible part of a marketing campaign that it needs to infiltrate every touch point, of that elusive consumer.
RSS Feed
