Tuesday, 26 February 2013

Market Research for PR - How to develop a plan for a PR campaign

How to Develop a Market Research Plan for a PR Campaign

Effective market research can be the difference between a public relations campaign that succeeds and one that fails. Because public relations does not happen in a vacuum, market research is a great way to get a sense of the environment. By knowing in advance about the state of the market, the behaviors of consumers, and the strategies of competitors, you will be better able to position your company in the best possible light and maximise media impact.

5 Top Tips

  1. Check out competitor strategies. Note their responses to crises, the image they put forward, and the way they create a relationship with customers. Gather information from their websites and brochures, press releases, and relationships with the media. In doing so, you can use their successful strategies to prevent the chance of repeating or coming too close to another company's message and strongly positioning yours.
  2. Choose your target market. Gather information and data about your target audience base: economic status, family size, shopping preferences, personal goals, level of education, political opinions and personal views. Use customer surveys, published data about your area and demographic data to inform your research. Develop a comprehensive profile of your ideal customer so that you can better target a PR campaign.
  3. Investigate customer sensitivities. Consumers react to public relations campaigns based on factors in their personal and professional lives. Gather information that will give you insight into their mindsets. Look at current events locally, nationally, and around the world, and plan how they might effect customers' mood, economic status, and views of your industry. From that information, determine how your market's needs and wants have changed and how you can better make emotional appeals using PR and media strategies.
  4. Figure out what the market is missing. Investigate the strategies of businesses that produce related products or services and identify the features, benefits, or services that are missing. Based on the market needs, consider how your company or that of your client can fill the gaps. In doing so, you may discover the basis for your PR campaign
  5. Lay out your market research plan. Based on the information you found in your initial research, plan organised activities that are designed to get more specific information. If you have discovered that customers are missing a sense of personal relationships in your industry, you might organise a focus group or survey to learn more. Research published information, interview existing customers, or analyse consumer behavior in relation to national economic health to obtain the full picture.
iReach offer a wide range of cost effective market research offings under our PR Partnership Bundle if you need support in this area.

Wednesday, 13 February 2013

iReach Market Reseach: Social media in the era of customer advocacy

iReach Market Reseach: Social media in the era of customer advocacy: Move over influencers; advocates are more valuable to brands.   It’s a fact that customer advocacy bring more life and longer term value for...

Consumer Experience and Research: Customer Engagement and Advocacy - Some tips for 2...

Consumer Experience and Research: Customer Engagement and Advocacy - Some tips for 2...: As each one of us is a customer of some brand ourselves, we should understand customer experience management like the back of our hand. Yet,...

Customer Engagement and Advocacy - Some tips for 2013

As each one of us is a customer of some brand ourselves, we should understand customer experience management like the back of our hand. Yet, for many marketers customer experience seems a bit mysterious, and certainly has a myriad of definitions.  Customer experience and advocacy management is a dedication to serving customer needs from their perspective and research techniques can enhance how organisations react to changing levels of satisfaction and advocacy, where your customers promote or recommend your brand to those that detract from your brand through negative word of mouth.

In the first of a series of 3 posts iReach propose that customer experience management must have the following 10 qualities in order to consistently win your customers (and prospects) heart to win a share of their wallet:
  • Perspective (the experience is defined entirely by the customer, not the brand).
  • Preventive (the customer gravitates toward the easiest and nicest brands that address customers’ needs).
  • Duration (encompasses the point from which customers become aware they have a need until they say that need is extinct).
  • Dynamic (the experience evolves with the customers’ context – the purpose and circumstances of their need, and overall experience reference points).
  • Choice (the experience is built on trust and mutual respect for brand; advocacy is more important than loyalty).
  • Multi-faceted (the experience is measured by functional and emotional (social and personal) judgments related to the customers’ expectations).
  • Operational (the experience is shaped by all the touch-points to an organisation’s processes, policies and culture, in addition to the physical product or service associated with the customer’s need).
  • Integrative (the experience is impacted by the degree of alignment among touch-points, technologies, channels, etc).
  • Anticipatory (the brand experience is on-going, where the present and future are equally or more important than the past).
  • Transparent (the customer sees through the brand’s motives and intentions, and favours genuine sincerity for the customer’s well-being).
  • Advocate (the customer is proactive about recommending the brand experience for friends and family generation positive word of mouth)
Next Blog post we will explore the difference between customer experience and Advocacy and explore how to measure and enhance customer advocacy. Feel free to comment or contact the writer; Oisin.Byrne@ireach.ie