When it comes to any sort of new business venture or new product development, it’s critical to think about your launch strategy. This goes beyond setting up your online store or finding distributors; you need a strong PR & Marketing plan. No matter how revolutionary your product/service is, your brand relies on PR & Marketing to generate brand awareness & get people talking.
Far too many businesses fall into the trap of investing all their resources into product development & not allocating sufficient funding into PR. Thinking of PR & other Marketing activities as a ‘nice to have’, rather than a ‘must have’, is a far greater detriment to your business than the risks involved with engaging a PR Agency or representative.
To demonstrate, we’ll use our client, Pic’s Peanut Butter as a case study, showcasing how they have used PR to build & sustain a successful brand. At Straight Up PR, we’ve worked with Pic’s Peanut Butter for over seven years & we are proud of the role we have played in building their really good brand.
So, what are the risks of not doing PR?
Lack of brand awareness & hype
Media Coverage, strategic Influencer Partnerships & authentic Brand Collaborations are key to generating brand awareness & creating ‘hype’. Whether you’re looking to launch a new brand into market or stay relevant as a mature brand, getting involved in these activities is key.
Pic’s is a perfect case study to demonstrate the importance of an ‘always on’ approach when it comes to PR. In 2020, we executed three Creative Mailers for Pic’s Peanut Butter, partnering with like-minded brands & sending product to key Media & Influencer targets. This activity gave people a nudge to talk about Pic’s (& a reminder for how delicious it is) in a way that is fun & memorable.
To keep momentum flowing, we also led two in-store activations for Pic’s Peanut Butter at iconic Sydney venues, including a pop-up menu at Concrete Jungle & limited-edition Pic’s gelato flavours at Anita Gelato. These partnerships introduce Pic’s Peanut Butter to new audiences within their target market as well as serving to keep loyal fans satisfied & well, loyal.
Over investing in advertising = less bang for your buck
When businesses decide not to invest in PR, they usually end up in a position where they need a ‘quick win’ to drive traffic to their website or increase sales. Sure, paying for Media coverage (whether it’s an advertorial piece or an advertisement) is easier in the sense that it is 100% guaranteed & you know exactly what you’re going to get. However, it’s not nearly as impactful. Audiences can tell when something is advertorial which usually leads them to switch off as it comes across far less authentic.
Over the years, we have been able to secure unpaid Media coverage for Pic’s Peanut Butter in countless titles, including Woman’s Day, Daily Mail, Good Food, Delicious, Women’s Health, WHO, That’s Life… we could go on & on. Not only are these pieces of coverage more beneficial in building a favourable brand perception, but they’re also far more cost effective.
At Straight Up PR, we prioritise editorial coverage over advertorial, always. Any agency can secure paid coverage, but it takes a good one to attract unpaid attention from Media & Influencers. A good brand helps, too!
Losing momentum
It is important to note that whilst PR & Marketing is particularly important during the launch phase of a product/service, these activities shouldn’t be forgotten as your brand matures. It takes time to build momentum & create authentic brand alignments so PR should never be treated as a ‘check box’ activity. It’s something that evolves all the time & should always be factored into your business plan.
We have worked with Pic’s for many years & despite so many amazing wins, we’ve never reached a point where our job is ‘done’, so to speak. There’s always a new publication to go after, an epic brand to collaborate with or a new product to launch. We are an extension of the Pic’s Peanut Butter team & feel proud to say that PR has been an integral aspect of their journey & success within the Australian Market.
To learn more about how PR can support your business at all stages, please get in contact with us at Hannah@StraightUpPR.com.au. Let’s chat!