MARKETING|PR How a PR campaign could lead to sales

Benny W. Nanda Digital Strategist +6281218373335 ben@greenmindpr.com

What is PR?

• Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public.[1] Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.[2] This differentiates it from advertising as a form of marketing communications. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them maintain a certain view about the organization, its leadership, products, or of political decisions. Public relations professionals typically work for PR firms, businesses and companies, government, government agencies, and public officials as PIOs, andnongovernmental organizations and nonprofit organizations.

• Public relations specialists establish and maintain relationships with an organization's target audience, the media, and other opinion leaders. Common activities include designing communications campaigns, writing news releases and other content for news and feature articles, working with the press, arranging interviews for company spokespeople, writingspeeches for company leaders, acting as organization's spokesperson by speaking in public and public officials, preparing clients for press conferences, media interviews, and speeches, writing website and social media content, and facilitating internal/employee communication.[3]

• PR IS A COMMUNICATION GOD THAT CREATES CERTAIN IMAGES OF YOUR BRAND!

Why use PR?

• Why should I use PR?

• PEOPLE WOULD NOT KNOW ANYTHING ABOUT YOUR BRAND UNLESS SOMEBODY IS TALKING ABOUT IT.

• How you get people to talk and further know about your brand?

• BY THE POWER OF PUBLIC RELATIONS, MESSAGE ABOUT YOUR BRAND WILL AMPLIFIED WIDELY THROUGH THE MEDIA AND CAN CREATE TAILORED IMPRESSIONS ABOUT YOUR BRAND AND HOW YOU WANT PEOPLE TO PERCIEVE YOUR BRAND ACCORDINGLY

BRAND PR ACTIVITY

KOL/KOF

MEDIA RELEASES

PRESS CONFERENCE

PR STUNT

MEDIA ABSORB

AND AMPLIF

Y

PEOPLE GET AWARE AND

MORE AWARE OF THE BRAND

THAT WILL CREATE LARGER

POSSIBILITIES ON BUYING

THE PRODUC

BUYING DECISION The process of buying

BUYING DECISION CHART How people see a brand and how they decide to buy the product

Need Recognition / Problem Awareness

Information Search

Evaluation Of Alternatives

Purchase

Post Purchase Evaluation

PR

AC

TIV

ITY

1. NEED RECOGNITION/ PROBLEM AWARENESS

• There are reasons why people make a buying decision, and the first problem is to figure out they’re problem. For example: “if I

am a graduated high school student and about to enter university, should I wear something more appropriate, or should I just go with my high school wardrobes?”

PROBLEM ? WARDROBES

NEW LIFE CURRENT TRENDS

NEW BODY POSTURE

NEW AGES

SOLUTION ? BRAND PRICE

STORE LOCATION

2. Information Search

• Information is power. If you can provide information, people will come. WHAT IS THE

SUITABLE BRAND AND CLOTHING FITS

ME BEST

WHERE CAN I GET THOSE?

WHOOSE WEARING IT?

HOW MUCH WILL IT COST ME?

PROVIDE INFORMATION WITHOUT ASKED.

Information provided is well preferred than

information searched. How? Through media

amplification.

3. Evaluation of Alternatives • People tend to compare the product the wanted to buy

with other similar product. The brand, the price, the quality, and who’s behind the brand (KOL)

• In this step, people are much likely near to decide which product they will choose. Certain factors that usually affect the purchase decision on this stage, something more personal, emotion related consideration, public figure opinion, and third party recmendation.

Needs Options Decide

MARKETING PR How on this modern world, PR take the leads on perception driving

HOW PR LEADS TO SALES

It’s a different generation of purchasers today. People don’t always buy the product because it’s on sales promotion. But people will take a larger ammounts of consideration regarding to the personal needs purchases. So in these era, it’s PR who will lead people’s perspective to their decision in buying. By content marketing, influencers, demand generation fullfilments and leads to sales

DIFFERENCES BETWEEN MARKETING PR AND PROMOTIONAL CAMPAIGN

WAIT FOR ANOTHER PROMO • PURCHASE ANOTHER BRAND

• PURCHASE ANOTHER PROMO

SALES PROMO

SALES PROMO

LOVING THE BRAND • RE-PURCHASE AT NO COST

• PURCHASE WITH PLEASURE

SOCIAL MEDIA

PR ACITIVITY

HOW TO HARVEST YOUR SALES THROUGH DIGITAL ASSETS

SUPPORTING FACTORS How a PR campaign will lead the perception drives

KEY OPINION LEADER

DIGITAL INFLUENCERS

Personal message amplifying will be more effective if there are people our there to tell about our brand. Who are they? People nowadays tend to search informations through the INTERNET.

Digital Communication Strategy | Digital Activity – Social Media

Social Media General Content Posting scheduled and posted weekly to maintain mutual engagements

Yearly Thematic Campaign To stay updated with the current issues and public activities such as holydays, general issues, and everything related with public.

Sales Related Content Sales promo and exhibition information campaign. To bring information related to sales activity

Copyright BW. Nanda - DIBE | Fortune PR 2014

SOCIAL MEDIA

ACTIVITY

Digital Communication Strategy Content Distribution Strategy

Social Media Monthly content theme shall be the guidance for weekely content editorial. And each content shall be distributed to all social media channels to amplify the message and to increase awareness.

Web Content Article or image content from website shall be distributed to social media channels

PR Activity Curated news and PR activity article may be amplified to the website as a web content.

Copyright BW. Nanda - DIBE | Fortune PR 2014

Digital Communication Strategy Content Distribution Flow

Facebook Twitter

Website

Web Link

General Content

Picture

Web Link

General Content

Picture

Copyright BW. Nanda - DIBE | Fortune PR 2014

Thank You

Benny W. Nanda Digital Strategist 081218373335 ben@greenmindpr.com