Eggs, flour, milk, oil and a pinch of salt – most people would agree, these are the five essentials when making pancakes.
But everyone knows it’s the toppings that make the difference. Whether you choose peanut butter and banana, strawberries and cream, salted caramel and nuts, or cheese and ham, it’s the finishing touches that turn a basic pancake into an amazing pancake.
The same can be said about a great marketing and PR campaign.
Getting the basics right is essential. So, before you get cooking, gather the 5 ingredients for great marketing and PR.
- An objective – what is it that you want to achieve – increase sales, greater engagement on social media, raise your profile, bums on seats at an event?
- An interesting story – what’s different about you/your business or product? What do your customers need to know?
- A target audience – research which publications your potential customers read, and which social media platforms they interact with.
- A polished appearance – is your website slick and up to date? Are your social media profiles current?
- Collateral – high res, great quality photography, brochures, leaflets and information on prices, services and products need to be available.
Once you have all this ready to go in the mix, you can start thinking about your ‘toppings’ – or how you can tailor your campaign to appeal to different sectors of your audience. This is the fun part!
Maybe you’ll choose to put on an event so that customers or journalists can experience your service first-hand. You could launch a new product by creating a beautiful gift box sent to select publications. Or perhaps profiling a key personality from your business as an expert in a topical field will catch the media’s attention. The more creative, the better!
Remember – the very first pancake usually falls flat, whether it’s burnt or just unevenly cooked. That’s OK. What’s important is that you take the time to work out what went wrong – i.e. the hob was too cold/you targeted the wrong audience – and adapt your methods as appropriate before trying again.
If you’d like a little help cooking up the right approach for your marketing and PR, drop us a line firstname.lastname@example.org