The importance of influencers in PR campaigns

Social media influencers are everywhere today, and subconsciously or not we are influenced by what they say. Followers trust what their favourite influencers say, so working with them is crucial to your marketing strategy for your PR campaigns. In fact, the influencer marketing industry is set to reach $16.4B (£13.5B) in 2022.*

What is an influencer?

Influencers, as you may have guessed, influence people via social media by sharing what they do in a day, what they may be buying and their hobbies, typically with a significant following. Not all influencers have millions of followers … nano and micro influencers, for instance, might have between 1,000 and 50,000 followers, whilst celebrity influencers, such as Kylie Jenner and Ariana Grande, will have hundreds of millions.

What do influencers add?

Companies will choose the influencers they want to work with based on their business goals. They may want to choose people who reflect their characteristics, such as a baby company wanting to collaborate with a mum; or a company may want to target its audience at an older or younger demographic. When done right, influencers can be the key to boosting a company and its profits.

Successful influencer campaigns

  • Daniel Wellington: In 2011, founder Filip Tysander used $15,000 to launch an influencer campaign on social media, which he now owes much of his success to. In a time when influencers were not everywhere you turned, Tysander took a chance on this new way of marketing, and it paid off. He would exchange a watch to micro influencers in return for a post featuring the watch, quoting the brand. Today, Daniel Wellington is worth an estimated $35.87 million** and partners with the likes of Hailey Bieber and Kendall Jenner.

 

  • Dunkin’ Donuts: 2020 saw the then most followed person on TikTok, Charli D’amelio, collaborate with Dunkin’ Donuts releasing a drink titled ‘The Charli’. Her 95 million followers responded extremely positively to the campaign, and over the next year, Dunkin’ held a competition on TikTok with the #dunkinmenucontest gaining 43.5 million views. Charli and Dunkin collaborated on merchandise that sold out and ‘The Charli Cold Foam’ was released. Since the first drink came out, 3/4 sales skyrocketed; there was a 57% increase in app downloads and a 20% increase in cold brew sales.*** This campaign also allowed Dunkin’ to expand their consumer base to teenagers and children.

 

  • Levi’s: In April last year, the brand worked with six celebrities/influencers, from rapper Jaden Smith to youtuber Emma Chamberlain to climate activist Xiye Bastide, in their ‘Buy Better, Wear Longer’ campaign. For Levi’s, the ad was ‘a call-to-action for Gen Zers, urging them to reuse, repurpose and reduce their consumer footprint.’**** The various industries the influencers came from, and their different supporters, brought a wide variety of potential new customers. After the first half of 2021, Levi’s profits were up 198% … yet another great example of influencer marketing.*****

 

The influencer marketing industry is rapidly growing, so if you are not using this strategy, it may worth your time of day!

Contact our team at Jennie Holland PR for a chat on how influencer marketing could work for your next project.

 

* https://influencermarketinghub.com/influencer-marketing-statistics/

** https://www.networthspot.com/danielwellington/net-worth/instagram/

***https://neoreach.com/the-charli/

****https://www.thedrum.com/news/2021/04/19/levi-s-enlists-jaden-smith-top-gen-z-influencers-first-global-campaign-3-years

*****https://www.forbes.com/sites/shelleykohan/2021/07/08/levi-profits-skyrocket-198-as-denim-trend-continues-to-evolve/?sh=37ef554f4b0d

We’re never too busy to tell you about new clients!

If you’re reading this and you work in marketing – we think you’ll probably be experiencing the same as us – work has suddenly become super busy!

In the swiftly dwindling weeks up to Christmas, we always experience a surge in activity as projects and campaigns need maximizing and completing before the festive break, and it’s certainly come upon us fast this year!

We are lucky to be working on a really varied blend of projects and even though we feel like we are running at a 100mph, we do it in a calm and composed manner – just as PR pros do.

We love to use the excuse ‘too busy’ to let our blog slide, but this one is all about new business wins so there is no excuse big enough not to share it.

We love working on new brands and really appreciate clients choosing our team as their digital PR partner – we get such a buzz from it and never take it for granted.

First up is fifth-generation family business Kerry’s Fresh. This wonderful, wholesome and highly successful company deliverers boxes of joy to you door. By joy we mean everything you could need for your big or small food shop, such as fresh fruit and vegetables, bakery and pantry items, meat, dairy products and much more … and they have been serving customers since 1885!

With no other packaging, aside from the boxes which are reusable, it’s a brand we are passionate about and we proud to be working with them in the digital PR and social media spaces.

Next up is Rototek, one of the UK’s biggest technical rotational moulding plastics businesses, which means the team at Rototek create over 100 different products ranging from sailing boats to water tanks, and bedside tables for the health service to bright red monsters! A rapidly growing and varied firm with plenty to shout about.

Last but not least is Sherwood Oak Homes, a residential property development firm invested in creating well-designed, spacious homes. We’ve just been appointed as its PR agency as construction work start on an impressive new development in Mansfield – which will bring 313 new homes to the market in 2022. We will be leading a media campaign on the development and delivering social media management of its platforms.

As an agency, we pride ourselves on having collectively over 40 years’ experience in multiple sectors such as property, food and drink, beauty, legal, heritage and more – and celebrate working with loyal, long-standing clients and new brands that like what we do.

Brand profiling in a pandemic

As a result of the pandemic, brands have had to become more resilient and forward-thinking, tweaking PR and communications strategies to ensure alignment with fast evolving consumer habits.

Whilst also focusing on the here and now, business owners need to be setting their sights on long-term security, and through well executed social media, PR and digital marketing, brands can better respond and communicate with audiences in these unprecedented times.

As we’re coming to the end of 2020 and looking to the new year, it’s more important than ever for brands to set sights on the future and ensure communications are strong. As PR professionals, we have shared key brand profiling considerations to help business owners adapt, survive and thrive.

Flexibility

There is a real emphasis on flexibility in terms of communications strategies, and planned content can change quickly, influenced by recent affairs. Consumers are looking for brands to be in tune with what is going on in the world and press and social content must reflect cultural and social issues.  To simply sell products and services is not enough anymore – consumers purchase with brands that are environmentally and socially conscious, so they feel happier when spending, so brand messaging needs to reflect this.

Shifts in consumer behaviour

With this shift in spending habits, consumers are now more open to exploring new brands, and value, quality and purpose are all key attributes that consumers look for. They are happy to move away from go-to brands, choosing alternative companies if they feel they are offered more. This change in consumer behaviour has opened up the market for brands to adjust reach and target key demographics.

Brand response

It has been found that around one in four social media posts now mention COVID-19, and consumers are really engaging with content geared to health, support and people. Creating more empathetic and impactful content is key to resonating with audiences, so tailor social and press materials to include relevant contextual topics.

Supporting the local community is also proving strong during the pandemic, with many pushing the ‘buy local’ and ‘support small’ initiatives. Brands that have successfully removed the outlook of ‘them vs us’ have done well during the pandemic, with consumers favouring the ‘all in this together’ approach, with real voices being heard.

Keeping consistent whilst acknowledging big shifts is also important for instilling trust in a brand. A strong and resilient company is one that a consumer can rely on at any point and brands that communicate with respect, clarity, honesty and consistency, will find consumers returning time and time again.

 

Contact us today at Jennie Holland PR – as your PR agency, we can adapt and implement new strategies, strengthening your brand and business.

PR campaigns need a 360-degree approach  

When it comes to planning your next impactful PR campaign, it goes without saying that you need to consider all aspects of your approach. PR is not just media relations; it encompasses all external communications, and with so many digital platforms available to share content on, and the impact and reach of these constantly evolving, your PR campaign needs to be managed strategically.

Some aspects of ‘traditional’ PR, for example press releases, are mainstays, but you are more likely to have a successful campaign if you implement aspects of digital PR alongside traditional efforts.

To get the best results for your campaigns, applying the PESO media model will help to ensure that any PR strategy implemented is covering all ground.

The acronym stands for Paid, Earned, Shared and Owned (PESO) media, and this framework is most beneficial when used as a planning tool to integrate different forms of media.

This framework was first introduced by Gini Dietrich, founder and CEO of marketing and communications firm, Arment Dietrich, in her 2014 book – Spin Sucks: Communication and Reputation Management in the Digital Age.

The PESO Model

Paid

Paid media is fast becoming a top feature of PR campaigns. This form of media uses; ambient advertising, sales promotion, PPC and SEO to place money behind the content to boost and control its distribution. When using paid media, it is important that you choose platforms to target according to the right audience, to yield the best results and avoid wasting your money.

You can monitor the average click through rate percentage and average cost per click to see if the advert is on track to achieve the objectives set at the beginning of the campaign. Selective and tailored messaging on platforms such as Facebook and Instagram will ensure that any messages resonate.

Earned

Earned media is a form of third-party endorsement. This can be achieved through more traditional media relations or through blogger and influencer relations. When used correctly, influencer marketing can generate 11x the ROI of traditional ads*.

The use of influencers can help your brand to reach new niche audiences with dedicated interests, while raising your profile across channels and platforms, in addition to many other benefits.

Shared

Shared media is also referred to as content marketing. It is centred around pushing content through social channels, but can also include affinity marketing, review sites and partnerships.

Affinity marketing is an aspect of PR that consists of a partnership between a company and an organisation that gathers persons sharing the same interests, to bring a greater consumer base to their services, products and opinions. A long-lasting relationship can be formed using this concept, in which both parties’ benefit. This can be rewarding especially during difficult times such as the COVID-19 pandemic.

Owned

Owned media describes any content and channel over which your company or organisation has complete control. It includes websites, publications, presentations, research, podcasts and webinars.

When used correctly, owned media channels can be successfully used to establish your company or organisation as thought leaders, whilst building long-term customer relationships.

At the centre of the PESO model is Authority. Optimised, shareable and engaging content should be a golden aim for any campaign alongside Google authorship.

The most successful PR campaigns have a tailored and strategic approach and utilising the relationship between all the media forms in the PESO model can ensure that your next PR campaign is launched with a foolproof strategy behind it.

Get in touch with us today to discover how your next PR campaign can reach its full potential.

*https://www.socialmediatoday.com/news/the-brand-value-of-influencer-marketing-in-2018-infographic/520810/

 

The importance of responding to new consumer buying habits

As a Nottingham-based PR agency, we are always looking at evolving consumer attitudes and buying habits, so we can ensure that our client content and marketing strategies work in reaching the right people and resonating with target markets.

Consumer buying habits are changing now more than ever with the COVID-19 pandemic, and consumers are seeking more from brands than just simply products or services.

We’ve rounded up some of the top things that businesses can be doing at the moment to go the extra mile in terms of PR, marketing and social media efforts.

Let people know about your CSR activity

COVID-19 has affected everyone in different ways, and people are looking at how brands have responded. Did you support the NHS or emergency services? For example, our client 200 Degrees donated 1,000 acetate sheets to create vital PPE, as featured in the Mirror.

Maybe you donated to a charity who was struggling? Here at Jennie Holland PR, we have been supporting local charity Footprints CEC, offering PR services for three months for free.

CSR has always been a key part of business, but more and more people are looking to see what businesses are doing ongoing, especially through times of hardship. If your business has done something good or charitable, you should be letting people know, shout about it on social media or tell press, as it further highlights and promotes the causes that you are trying to help.

Offer added value

Consumers are looking for more than just a single product or service now. They want to trust that what you are offering as a company is both high quality and of good value. Throughout lockdown many people have been looking to better themselves through online courses or reading.

Webinars and online panels are also increasingly becoming more popular, and taking part in them is a great way to position yourself as an industry leader, even if it’s just hosted internally.

Why not post top tips on your social media or a series of blogs on your website to advise and help customers?

Let consumers know your plans as soon as possible

The pandemic has shaken up how a lot of businesses operate, for better and for worse, with any initial year-long PR and marketing strategies likely to be out the window and last-minute reactive opportunities on the rise.

With changes happening so rapidly, it’s important to inform consumers of your plans and next steps as soon as you know them to ensure that you are keeping your customers regularly updated, especially on your social media channels. Long-term followers will be thrilled to see that your business is back up and running, and with things changing so rapidly, consumers will be checking social media frequently for the latest updates.

If you are reopening your business for takeaway services or even have plans to reopen safely to the public, tell consumers on social channels and by reaching out to media. 

Increase your online visibility

With more and more people spending time online, now is a good time to work on your SEO strategy to ensure your business is getting maximum visibility online. As well as providing website audits, we specialise in achieving ‘backlinks’ – these links act as a vote of confidence from other websites which works to increase your position on the search engine. Google has confirmed that backlinks are one of the top three ranking factors in SEO.

Whatever direction your business is going in, communication is key. From using social media to the advantage of your business, to regularly liaising with media, and updating your website with good, regular content – it’s important to get the right messages for your business out there.

Contact Jennie Holland PR today to find out how we can help you.

How to gain social media followers

Having a successful social media presence is a vital part of any marketing strategy, and gaining social media followers is a measurable metric on how well you’re performing.

Recently, Jennifer Aniston broke the world record for gaining the highest number of social followers in a short space of time with just one post, so we thought we’d share a few of our top tips on how you can increase your social media followers.

Produce quality content

We say it so often, but content really is king. Not only is this going to get you followers, but it’s also going to keep them. Ensure your content is timely and relevant, as well as visually appealing. If you don’t have access to a bank of professionally taken images – some good lighting and a smartphone camera can surprise you.

Know your audience

Once you understand your audience, you will understand what type of content they are most likely to engage with. You don’t just have to post about yourself and your company updates – post about and comment on relevant and topical things in the industry that your audience will find interesting. This can be anything from news articles to product announcements or policy changes.

Include social media platforms on external marketing materials

Ensure links to your social profiles are on your website and on your email signature. Sometimes customers and clients just aren’t aware that you are active on these profiles, and with social media being a real time update of what’s going on in the business, it’s important for people who support your brand to have the latest news direct to their feed. It also increases your chances of having repeat customers as they can keep up to date with the latest products and services, and as well as finding out about offers.

Remain active

Ensure you post continuously to show your audience you are active on social media. By posting regularly you can easily ensure your content is up to date, and your social media followers will constantly be reminded of you. They may not want to buy a product or service from you at that time, but when the time comes there is more chance of them thinking of you if you have posted recently. We recommend posting a few times a week across multiple platforms.

Interact with other accounts

Interact and follow accounts that are relevant to your industry or in your community. Not only will this build your presence online but fans of people you interact with could be led to your profile. Tag other people and pages where relevant to extend visibility to reach their pages. Following a customer or client could also be good way to get their attention and lead them to your profile.

Use relevant hashtags

Look at trends as well as hashtags and see if you can latch on to anything topical. If you have your own hashtag, make sure people are aware. Put your hashtag in your bio so your customers can tag in their own posts to get your attention. If you don’t want to shove a load of hashtags at the end of a post just for the sake of it, tag up a few keywords in the copy of your post.

While our tips might not get you enough followers to break the internet like Jennifer Aniston did, it can certainly increase your social media popularity, raising brand awareness and driving sales. Get in touch with Jennie Holland PR today and we can help you design and deliver and a successful social media strategy.

What are brand archetypes and why do they matter?

For business leaders, there has never before been so many resources available when it comes to shouting about your brand, products and services.

But in this competitive digital multiverse of content, social media platforms, celebrities and influencers, it is easy for your brand to become lost in all of the noise without a clear personality that shapes all of your online presence.

All brands have an identity – defining it depends on how you want to interact with your target audience, the products and services that your company offers and where your specialisms lie.

Do you sell advice, technology or something you’ve created?

Do you use specialist skills, rely on your industry contacts, or invest heavily in research and development to stay ahead of the competition?

How should consumers feel when they see or buy your product or service?

The answers to these questions are a good place to start when defining your brand’s personality – in the early 20th century, Swiss psychiatrist and psychoanalyst Carl Jung developed a list of universal brand archetypes that can be identified in all aspects of life, from our dreams and religions to our art and fairy tales.

Now, these brand archetypes have been adopted by advertising professionals all over the world as a way of visualising and summarising a brand’s identity, helping it to connect more effectively with the consumer.

Brands can fit broadly into one, sometimes two, of the following 12 Brand Archetypes:

  • The Innocent – pure, simple, trustworthy and safe

Example: Coca Cola

  • The Sage – wise, understanding and truth-seeking

Example: Trip Advisor

  • The Explorer – adventurous, free, ambitious and spiritual

Example: North Face

  • The Outlaw or Rebel – free-spirited, brave, agent of change and unconventional

Example: Virgin

  • The Magician – making dreams come true

Example: Disney

  • The Hero – determined, skilful and ruthless

Example: Nike

  • The Everyman – relatable, reliable, empathetic and connects with others

Example: PG Tips

  • The Jester – playful, joyful and carefree

Example: Paddy Power

  • The Lover – passionate, romantic and committed

Example: Chanel

  • The Caregiver or Nurturer – compassionate, generous and strong

Example: Johnson & Johnson

  • The Ruler – in control, confident, firm but fair

Example: Mercedes

  • The Creator – innovative, imaginative and expressive

Example: Lego

Which archetype best aligns with your company’s products, industry reputation and specialities?

Once you’ve decided, have a look at globally renowned brands and see what they are talking about on social media, on their website and in their adverts. You’ll begin to notice the consistencies and patterns in the language they use and the images they portray – and you can do the same with your brand’s online presence and marketing materials, to build an identity that your customers will come to recognise and trust.

Interested in learning more about our social media services? We can help. Get in touch with Jennie Holland PR for all things social on 0115 998 3048 or hello@jenniehollandpr.com

Eight reasons why businesses of all sizes need PR

In this increasingly digital age, when so many brands are vying for the attention of over-saturated audiences, ensuring that your company’s messaging and services are in the public domain is more important than ever.

Whether you have a start-up in its delicate early stages, a medium sized enterprise or a large long-established corporation with hundreds of years of heritage, the positive impact of good PR should not be underestimated.

In order to keep one step ahead of the competition, or in the arena with other competitors altogether, having a presence in the media and on social media is crucial and PR professionals will ensure that your messaging and brand is out there in the right places at the right time.

Simply put, good strategic PR will help your business get off the ground and stay off the ground by getting your brand noticed to increase your profile, credibility and sales.

A PR company will do this by starting relevant conversations that engage and influence your customers, provoking action. By reaching those audiences through clever PR, social media and other on and offline communications tools, a PR professional will get people reading, talking and sharing news about your brand to strengthen your reputation.

Eight reasons why your business needs PR:

1. To protect your reputation

Reputation is key and the more positive news in the public domain about your company the better, whether it’s new work appointments, project announcements, charity efforts or financial growth reports – if there is news to tell then we should tell it.

2. Reach your target audience

A PR professional will use media contacts to communicate your messaging to the publications and online sites that are read by your target audiences. Social media management will also allow a PR company to act on behalf of your brand – liaising with customers in keeping with your brand’s tone of voice and developing relationships to ensure a personable and accessible approach.

3. To communicate brand values

Your brand values are at the core of your business, they are what sets you apart from the rest and what promotes authenticity and the unique qualities of your company.

4. Raise awareness of your services

Raising awareness of your brand highlights your products and services and helps drive consumers to make decisions. It’s as clear as that – if people don’t know about you, they won’t choose your company.

5. Keep your business looking alive

There’s nothing worse than neglected social media channels, a blog page that hasn’t been updated since 2018 and no mention of your company in the press. Good PR and social media can help keep your business looking fresh and healthy, which is invaluable for attracting consumer interest and investment.

6. Establish credibility

If a brand isn’t credible or loses its credibility in some way then this can have a negative effect on consumers’ decisions and their behaviour due to the loss of trust. They will choose an alternative company if they lose their faith, so it’s important to look after brand image to ensure this doesn’t happen.

7. To provoke action

Your core communication through press releases and social media content should influence action. Through the creation and placement of strategic content, a good PR professional can ensure that target audiences are provoked in such a way that it benefits business, either through driving sales or getting people talking.

8. Manage a crisis

Should your business hit crisis point, things can escalate quickly and it’s important that your reputation is protected until things begin to resolve. From reactive press and social statements to providing advice to lead you through a difficult time, a good PR company can handle this.