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The future of green tech: What’s on the horizon?
Now that COP27 is behind us, we can reflect on key discussions surrounding green tech and take a look at what the future could hold. ...Read more
It’s a well-known fact amongst PRs that many consumer lifestyle publications start writing their Christmas editions in mid-summer. Come October, it’s too late to pitch those Christmas stories, even though they might seem more relevant once summer has faded away.
PR campaigns – and budgets – are similar. Organisations which run to a calendar year will usually begin thinking about their next financial planning period in August and September, so that budgets can be confirmed, details firmed up and plans set in stone for kick-offs in January. Whilst many agencies will pitch for new business in December for a January kick-off, those budgets have often been set for many months!
So if you’re in the midst of planning a new marketing campaign right now, wishing you were outside sipping on a cool margarita, you have our sympathies, but it’s a good time to revisit PR planning methodologies. Our Planning in HD guide is a good place to start, looking in-depth at how to create a strategy which will appeal to your target audience, then manage and oversee a marketing campaign which has real impact.
Of course, as a regular reader of this newsletter, the chances are high that you’re already familiar with our methodology, so I want to focus this particular blog on one element of planning which I can’t place enough stress on.
Know thy Customer
Marketers (and sales staff) should have this written on their hearts, tattooed on their bodies or at least on a super-sticky post-it note on their PC screens. Not having a sound understanding of the person – or organisation – that you are selling to is an absolute criminal offence in marketing, but far more common than you would think. Sadly, it results in content and campaigns which are poorly created, badly targeted and received worse.
There’s no substitute for getting out and spending time with customers and prospects. This always helps you to understand the people that your organisation markets and sells to, but it’s not always easy. Whilst we’re all familiar with reading the press and social channels that our customers spend time consuming, as well as attending events and webinars to help us understand them better, there are a few new tools and approaches which have recently caught our attention and I wanted to share with you.
So if you’re in planning right now and your wellspring of ideas is drier than a cactus in an airing cupboard, these three suggestions should breathe new life into your creative process. And of course, once you’re finished with the plan, you can find your way to that beer garden much quicker!
Now that COP27 is behind us, we can reflect on key discussions surrounding green tech and take a look at what the future could hold. ...Read more
Cancel culture has the potential to ruin a company's reputation. Can a strong leadership reputation make companies resilient to its effects? ...Read more
Lessons that PRs can learn from the early, all-encompassing Christmas build up when pitching to the media – ask yourself, is it too early? ...Read more
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