10 Golden Rules for Marketing and PR

March 18th, 2019 BLOG

There has never been a more fragmented and competitive communications landscape than what we have in 2019. Not only are there more products and services than ever before but there are considerably more routes to market.

We are constantly bombarded by images, stories and advertising across multiple platforms - a recent article in Forbes estimate that we are exposed to around 4,000 to 10,000 ads every day.

So how do you cut through in this cluttered and competitive landscape?

Here are the Grammatik 10 Golden Rules for Marketing and PR to help keep your activity on point.

1. BE SINGLE-MINDED

Approach your marketing and PR activity with a focus on the key message that you want to get across with your communications.

The starting point for this is a clear, well-defined positioning for your product or brand. Define your USP and then consider how you can communicate that as a key part of your marketing strategy.

A key aspect of being single-minded is ensuring your brand is distinctive but also that you are able to define and understand what is at its heart. 

Gives it a sense of purpose and use this insight to inform your marketing and PR.

A brand that has done this really well in recent years in the UK is Sky. Not only have they developed a distinctive and consistent brand style, with their Sky glassmark running across all their branded activity, but, with the strapline “Believe in Better” they’ve essentially created a philosophy around which the whole business can rally with a common sense of purpose.

Since 2007 Sky have focused on this simple aspirational benchmark and it runs through their business like a stick of rock - they’ve created a single-minded approach that goes far beyond just being a line on a poster or a TV ad.

2. LEVERAGE YOUR PARTNERSHIPS

No company is an island.

For marketing and PR opportunities you should always look at the broader industry to see where you can tell stories about your business and share examples on how you fit in and add value.

Can any of the companies you work with help you tell your story?

One of our retained clients is Cospective who the developer of cineSync and Frankie – two applications for remote review and approval of content in the post-production and advertising industries.

Over the years, cineSync has become the film industry’s standard software for visual communication. The recipient of an Academy Award and more recently in 2018 an Engineering Emmy, cineSync is used by film and television productions worldwide, guaranteeing that everyone involved sees exactly the same frame at the same time.

A focus of much of our efforts for cineSync is to form marketing partnerships and to create and share case studies in the press or via social. Who is using cineSync and how do they feel about it?

Simply trying to explain the product in isolation really misses a trick, so we ensure that with our activity we generate advocacy and understanding.

In this testimonial video we talked to Academy Award winning VFX Supervisor from Double Negative, Andrew Lockley to talk about how he loves using CineSync - much more powerful than the brand doing it themselves.

3. SORT YOUR SOCIAL

Social media is a now a central plank of any business communications strategy

Everyone has got a presence on Twitter, Instagram, Facebook and Linkedin but it's still surprising that some companies are still poor at delivering their story.

Define your strategy

What do you want those who engage with your social media channels to come away from your brand thinking? Are you looking to enhance your employer branding, drive sales, help understanding of your product, drive recruitment ot something else?  What are the key benefits that you want social media to deliver back to your business?

Again this ties back into the notion of being single-minded in your approach. 

Scattergun will struggle to cut through.

Keep it Regular

Create and define a schedule of regular posting and commit to it. It’s a task that never ends, so you need to commit and be consistent. Tools like Hootsuite allow businesses to aggregate social feeds and schedule posts days in advance, so it is easy to get organised and cover off your comms across multiple platforms. 

Add Value

If you are an expert in your field or leading the way in your industry then take the time to add value via your social media.

For example you could create and share original micro content with some business insight that could be a great way to build your awareness and add value for your brand.

Engage

It’s called Social Media. If your customers or followers comment on a post or ask a question, engage with them. It’s a conversation not a one way street.

Take time to like and share and engage with other industry news that is relevant to you. Be engaged in your space.

4. ENGAGE YOUR TEAM

Your staff can be one of your greatest assets when it comes to marketing and PR. If there is inactivity amongst your team when it comes to your marketing and promotion efforts it can be overcome.

Often just by having a good internal comms network which makes sure they are aware of both the opportunity and the desire for them to get involved.

Even if you are a business with a small team, having an engaged and mobilised employee core who are out there being active advocates for what you do it can make a real difference.

There are even platforms like Everyone Social which actually gamify and incentivise staff to get involved with their companies and like and share posts

Why is it important?

Recent research for an employee advocacy guide shows that your employees have an average of 1,090 social connections and 5x more reach than corporate accounts

Also, a Nielsen study showed that 84% of people trust recommendations from friends, family, colleagues over other forms of marketing.

So it’s a fantastic resource waiting to be tapped in terms of your marketing and PR activities if you approach it in the right way.

Turn your entire company into an army of marketeers.

5. KNOW THE COMPETITIVE LANDSCAPE

Whilst its important to get your own house in order with regards to your brand position, strategy and plan - its equally important not to operate in isolation.

All of your PR and marketing activity should be benchmarked against what your competitors are up to. Being in tune with the competitive landscape is a no brainer when it comes to running your business.

Where is your USP? What do you deliver over and about your competitors. If you are being outflanked in terms of price can you define a niche with excellent customer service? Follow your competitors social media, listen to their webinars, subscribe to their newsletters, visit their website. Set up a Google alert so you get an email whenever they get coverage online.

Don’t copy your competitors or be “me too” when it comes to your marketing and PR activity.

However brands that cut through are often the ones who really understand and monitor what is going on immediately around them and in their wider industry.

6. GET YOUR PR AND MARKETING TO WORK TOGETHER

A mistake that businesses often make is to just integrate PR in as a subset of marketing activity. 

PR is a comms discipline in its own right and should be treated as such with a well defined and planned strategy.

in the UK you only need to look at something like Greggs vegan sausage roll launch or Iceland’s Xmas anti-palm oil campaign featuring an animated orangutang to see how powerful PR can be as a communications discipline in its own right.

Both campaigns created amazing coverage, awareness and sales.

Totally driven by PR.

7. SET TARGETS - WHAT DOES SUCCESS LOOK LIKE

At Grammatik our philosophy is to sync our PR and marketing activity to your overall business targets. It is important to understand what you are trying to achieve with your activity.

What does success look like?

You should always have a clear anticipation of what you are trying to deliver.

With more and more pressure on marketing and PR budgets it is important to ensure that it is accountable and there is an understanding on what we are trying to achieve - be that new customers, sales, a level of awareness or even just an amount of coverage.

8. BIN BAD IDEAS

The definition is madness is repeating the same thing over and over again. 

The same can be said of your marketing and PR activity. Innovate and trying new things but if something is not working then get rid of it. 

Learn from your mistakes, fail fast move on and try something new.

9. EVANGELISE

Be an evangelist.

Actively seek out opportunities to share what you do in as many forums as possible.

Commit time to speaking at conferences or giving interviews with magazines or giving commentary about the industry in which you work.

Offer an opinion and a point of view - get involved.

10. DEFINE YOUR OWN GOLDEN RULES

We don’t live in a one size fits all world so the best thing you can do for your business is define what works for you.

These 10 Golden Rules are pretty universal for whatever business or industry but they should only provide a platform for building your own story.

You know your business best so interrogate and establish what you stand for, what makes you distinctive, and what you have got to say and then work on how best to approach it.

Then build your own set of Golden Rules, bespoke for you and your business.

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