Having put budget behind a consumer-focused campaign, it’s natural to want to maximise that investment. Planning a PR campaign that reaches as many of your target audience as possible is a great way to do this, often making for very impressive results!
Imagine, for example, that your product is a toy which appeals to 5-7-year olds. Not only would you want to showcase the toy to children in that age group, but it is also important that you target the parent as well. After all, they’re the ones with the spending power.
In addition, grandparents are known to be rather generous. Particularly when it comes to Christmas and birthday presents. Therefore, it would be wise to ensure that they are aware of your product too.
So, how do you appeal to all three groups, but still remain ‘on-message’ throughout a consumer PR campaign?
1. Begin with clear messaging
Outlining your key messages at the very start is invaluable. A robust planning process creates an invaluable guideline for any future decisions on content.
A brainstorm is a great way to get ideas flowing. Some vital talking points include:
- Keywords to describe the product – bright, fun, tactile, soft, unique, adorable, cool
- How does this toy make people feel – is it a comforting item, does it make a child feel grown up, is it designed to make them laugh, does it bring joy?
- What is its purpose – is it just for fun, does it have an educational element?
You will then need to refine these ideas, selecting the words and phrases that resonate most strongly with the item. With your choices made, these key messages become the starting point for content creation.
Though the tone of the content will change dependent upon its intended audience, your key messages will remain consistent. This will ensure that each piece complements one another and, most importantly, becomes part of a unified campaign.
2. Utilise different tactics
Once your key messages have been agreed, you can begin to think about the tactics that will be used to increase awareness of your product.
This is one of the clear benefits to investing in PR; there are several tactics that can be considered and used, including:
Once you’ve established your media targets and contacts, engage them with a press drop.
This could be a simple box containing the product and press release or it could be something more interactive. Creating a drop that is visually appealing will really make your delivery stand out from the many others which are bound to land on the journalist’s desk that day.
Bloggers and influencers are becoming an ever more valuable resource when it comes to spreading the word about new products.
Making contact with those who are relevant to your product and target audience can have far-reaching benefits for your campaign.
Find out more about how to choose the right influencer for your brand here.
Offer people a chance to win! Better still, engineer the competition so that it spreads the word about your product.
Organising a social media giveaway, either on your own social platforms or on those of a relevant and credible partner, is a fantastic way to create noise around your offering.
As part of the entry process, ask that your post is liked or shared. Perhaps even incorporate a relevant hashtag to increase awareness of your product or brand. If your toy becomes in demand, you’ll likely spread the message about your item while increasing your brand’s social media following at the same time.
One watch-out however is to ensure that you are putting in place the correct governance and that anything that is gifted is mentioned within any post that is shared. If this doesn’t happen, you can end up in some very hot water!
Dependent on the item, hosting an event which invites people to engage with your item can be a fantastic tactic when it comes to increasing awareness and love for your product.
In this case, creating a small area where children are free to come and explore the toy itself, is sure to have them tugging at their parents’ sleeves requesting that your product features on their next Christmas or birthday list!
However, a word of warning – events which deliver a quality experience can be a rather expensive commitment and should be costed before any commitment is made.
3. Maximise social channels
In this case, taking a single channel approach is unlikely to yield the remarkable results that you are expecting. Nor will churning out the same content across each platform.
Instead, do your research. Carefully look into each platform. Consider the typical age demographic, then craft and distribute your content accordingly.
After all, what appeals to a 7-year-old, may not resonate quite so well with a 60-year-old.
These days, YouTube is a staple in the homes of most school-aged children. As a result, the famous ‘un-boxing’ videos are an effective way of sharing the excitement that comes with the latest ‘must-have’ toys with children and their parents.
There’s no doubt that planning a PR campaign takes a lot of work, which is why it’s most definitely a job best entrusted to the professionals.
Learn a little more about what we do here at Open Comms here. If you’d like to discuss an upcoming campaign, simply give us a call on 01924 862477.