Category Archives: "marketing"
To many, the description of the words ‘niche audience’ might be unclear. A niche audience can be briefly described as a small number of consumers/users within a specific sector which has a custom need for a product. Public Relations plays a vital role in reaching out to niche audiences.
One of the reasons PR is such an integral part of communicating with a niche audience is that it helps to create a relationship between a business and its customer.
Public Relations includes services like traditional PR, newsletters, and social media. These channels are in turn very important to the business as they help it to connect directly with its niche markets.
- Traditional PR – Although digital media has changed the face of PR, traditional media such as trade magazines remain important when communicating a message to a niche audiences. For example manufacturers typically still prefer traditional printed magazines to digital news sources so by placing relevant and interesting material in industry magazines, we can help manufacturing companies reach out to potential customers.
- Social media is integral to tapping into niche markets. Websites like LinkedIn allow for a business to find specific people they want to potentially do business with. For example, our client Pollite manufactures frangible airport masts, and they utilise Linkedin to find electrical contractors for airports across the world.
- Newsletters– These are a great way of reaching the exact people you want to target. Strong data lists are crucial here – once you have a highly targeted data list, then a newsletter is the perfect way for marketing your products directly to people likely to do business with you.
If you would like to find out more about targeting your niche markets you can get in touch with us on 02476520025 for some professional advice on the best route to take…
It is quite possible that right at earth’s creation, had Adam been a journalist and Eve a PR Manager, then none of us would exist today. The first two people on earth would also be the last, such is the awkward relationship between PR experts and journalists, according to many stereotypical views. In truth, it’s not like that – it never could be! Our jobs, responsibilities and interests are too similar and we co-exist to help each other out. Without PR people, journalists would spend an awful lot more time sourcing interesting stories and without journalists, PR experts would have nowhere to tell the stories of their clients.
At Bridge, we pride ourselves on good media relations. Just the other day we had a reputable trade publication call us up, asking for more stories from our clients. We build long-lasting, positive relationships with the media for our clients, investing time in getting to know them, understanding what stories they look for to include in their publication, and working with them to secure valuable coverage for our clients. To many, the way to get a journalist on side is to send them food or wine, or take them out to lunch. It’s not (although it is a nice thing to do) so put away those fancy canapés, put the fancy biscuits back in the tin, cancel your ‘informal’ meeting you had booked with your local newspaper and read our top five tips for strong media relations.
1. Understand the publication, its audience and its editorial team
Never mind if a client is telling you they want to be seen in a particular publication, unless you find a story from them that is relevant to that publication, it’s not going to happen – and journalists hate nothing more than being given inappropriate stories. Before pitching a story, read through the publications you are approaching and make sure the content suits their topic area, tone and style. Following up on previous topics covered is always a good way to get a journalist interested in your story as it shows that you are paying an interest in their publication.
2. Engage with journalists away from work
No, we don’t mean invite them out to clubs, get them drunk and make them sign a contract stating that they will publish your client’s story on pain of death. You don’t need to be a stalker to be sociable! Follow journalists on Twitter, connect with them on LinkedIn and respond to the discussions they start. We regularly feed into conversations with journalists on Twitter that they start, just being friendly without pushing any of our stories down their throats. Remember, journalists are human beings too.
3. Don’t harass journalists
So you’ve sent over a press release to a journalist? Don’t call them up a day later and ask them if they have used it. If they are going to use it, they will – bombarding them with phone calls will only put them off the idea. Would you like it if you bought your weekly shopping from the supermarket and they rang you up a day later and asked if your milk was tasty enough? Then they rang the next day and asked about your bread? You wouldn’t – so don’t do it to journalists.
4. Work with journalists strategically
Make sure you give journalists what they want. Trade press often release details of forward features – get yourself a copy and see what topics they are covering throughout the year. Relay it to your client and come up with a suitable story that meets the feature’s needs. Journalists are always looking for stories so make their job easier, and provide for them exactly what they want.
5. Have patience
Not everything you send to a journalist will be published – that’s just life. Sometimes there is no room, or other stories are just more important. That’s no reason to blacklist them and cross them off your Christmas card list – they are doing their job. You never know, it just might make it to the next issue instead. Journalists work to tight deadlines and often have a lot of work to do and a lot of PR agencies to deal with. No matter how many stories you have that are interesting, you have to remember you are just one of many.
Take advantage of our media relations skills and place your PR and marketing efforts in our capable hands. Call us today on 02476520025 and we can maximise your PR coverage through our media friends.
From Denise Taylor, managing director
Last week we were delighted to be part of the launch for the Midlands first creative consortium, of which we are a member. The key message of the launch was one that Bridge has advocated for quite some time now:
When done strategically, marketing can have a positive impact on business development, regardless of industry sector!
The event followed recent reports that 70% of CEOs have lost their trust in marketers carried out by Fournaise Marketing Group. In order for CEOs to really experience benefits Warwickshire Creative Fusion promotes the need to make marketing highly targeted, strategic, consistent, and creative.
We met a diverse range of businesses from throughout the UK at the launch, and they all enjoyed the series of linked seminars bases around nine different disciplines of marketing. They covered all aspects of marketing from conceptualising campaigns to making your product go international. I gave a presentation entitled: “The pen is mightier…” which gave tips on mining businesses for great content.
I was happy to present to a full room of delegates who were interested in learning about mining their businesses for good stories.
Key points from my presentation:
- There has been a seismic shift away from traditional print media to digital media. Sales of UK dailies have plunged by 20% in the past five years, however some trade magazines continue to fare reasonably well in sectors like manufacturing, but they also have a digital presence. This has completely revolutionised the PR industry and has opened up many more channels and opportunities for agencies and companies alike – but – it is a case of finding your way through all the noise and chatter.
- Good PR is about the content that exists in your business, and the content you create to tell your story. A survey of over 1300 marketeers by Outbrain on objectives of content marketing:
- Increase engagement: 52%,
- Increasing traffic to site: 42%
- Raising brand awareness: 35%
- Increased sales: 33%
- Improved SEO: 31%
- When having an online presence it is all about thought leadership and building reputation and credibility. If you can achieve this, then others will start to talk about your brand and products.
- Building campaigns around issues is creative and creates original content that the press will be interested in.A key tip is to create polls and stories and then your can use this information through a variety of channels.
We found that attendees left the event with a number of fresh ideas for their marketing campaigns. Cathryn Goodwin, Creative Engagement Officer at Creative Enterprise, founded by European Regional Development Fund (ERDF) and Coventry University said: “I gained some very useful tips about how to tell the story of my organisation, what we do and how we do it, and it was really good to talk to the supportive members of the team about how their skills could help our business and our clients. There was a good mix of people at the launch with a friendly positive vibe. We’re looking forward to dealing with the Fusion members again.”
The overall message from Warwickshire Creative Fusion is that when utilised strategically, the nine key areas of marketing; public relations, video production, design and branding, direct marketing, translation, print, photography, and web development can really deliver an effective return on investment, increase sales, and raise profit margins.
Print publications have been going through a rapid reincarnation as they turn to digital media. Newsweek magazine is the latest to axe its print edition after 80 years and move to a digital-only format from 2013 onwards. The Guardian is another household name that has recently announced its intention to become totally digital. In addition, social media platforms have completely transformed the way we access news and information. It seems that the whole PR landscape is changing to digital communications. With this major shift, it is imperative that businesses also incorporate a digital strategy into their PR and marketing.
HOWEVER, this does not mean that traditional PR has died a gruesome death. At Bridge, the digital side of PR is fundamentally supported by the good old fashioned “traditional” approach to PR. In essence, it is all about channelling your message through the right networks and also making the connections directly with your audience. But good PR is more than just channelling your content. We have always maintained that media relations are central to effective communications, and this is also one of the most traditional approaches to getting your brand known.
As a business, these traditional approaches should not be seen as dead and buried, or ghosts of the past.
What is it good for?
Local Markets – If you want to sell to a local market then traditional PR is great for getting you in your local press and gaining local business credibility.
Sector specific – We have manufacturing and IT companies who rely on the traditional side of our PR services to get them seen in their industry ‘bibles’. By this we mean the trade magazines that go out to their target audiences. For one client in particular we have achieved over £50,000 worth of coverage in just five months in trade magazines, using the format of traditional PR.
At the start of this year 8.12 million adults had never used the internet. So where are they obtaining their news from? It would be very short-sighted for companies to write off traditional media communication as it offers companies the potential to reach across new markets and audiences. Traditional PR should be crafted into your marketing strategy alongside all the online activity.
Traditional PR is not dead – it is simply re-incarnating.
For a strategic blend of traditional and digital PR, give us a call today on 02476 520025
Or email us: firstname.lastname@example.org
By: Film Producer Gail Downey
From: Whirlwind Productions/Nose Art Films
This is the second of three blogs from our friend Gail Downey, the Director and Producer of Nose Art & Pin-Ups. Following on from her previous blog in which she told us how she got the idea to do the film, she tells us how she set the wheels in motion and the help she received along the way…..
Like so many things the idea to make a film about Nose Art and Pin Ups on the aircraft of World War Two came about by chance. I have made history programmes for the BBC and The History Channel before and while doing some research came across the title “Nose Art & Pin Ups.”
Curious to find out exactly what that was about, I read through the article and discovered it was the artwork on aircraft painted, sometimes by the crew, sometimes by commercial artists like Don Allen, who had been drafted into the United States Army Air Force in WW2.
What I found fascinating was what the images meant to the crews, fighter and bombers, who risked their lives every day in missions in which one in seven of them died. They were all part of the Eighth Air Force or “Mighty Eighth” when the USA joined the war against the Germans in 1942.
The article focused on their Nose Art and offered moving footage of aircraft, which to a film producer, was like gold dust. Here was the artwork on the actual planes in WW2 and provided I paid for the rights, I could use that filmed material.
But where to start on a subject which is so big? That is always the hardest part of making any film. Make the subject too niche and the audience will be too small. Make the subject too broad and you miss the point .
So being a Brit, I decided to tell the story of the American servicemen based here in England in World War Two and concentrate on the Nose Art on their aircraft rather than that of the RAF. For a start there was much more Nose Art on the USAAF aircraft and it was easier to find in terms of actual film footage. So now you see how a producer’s mind works.
What I really wanted to do though was to tell the stories of these young American servicemen, who saw friends killed and captured, some severely wounded and others who, to this day, have memories, which thankfully my generation, will never know.
Finding the servicemen was the first task. I had tried to get the BBC and The History Channel to pay for the film to be made but was told no – it was too niche so I decided to fund it myself (which producers should never do).
Thankfully I found Michael P Faley, an American who loves history and like myself, has huge respect for the pilots and crews and what they went through.
Mike is on the board of directors of the Eighth Air Force Historical Society and with his help found Don Allen, who was a crew chief looking after aircraft of the Fourth Fighter Group based at Debden near Saffron Walden in WW2……….he was and thankfully is, still alive. And so the journey began. More on that next week.
Please support this project and help keep these veterans’ stories alive.
Gail Downey, Nose Art Films
By: Work placement student Leona Daly
From: Nottingham Trent University
Studying: Print Journalism
Inspiration: Cherry Healey
After three weeks at Bridge PR & Media Services I have learnt that in order to be successful you have to get to know your clients and understand their specific marketing needs.
I’ve also learnt how to send a press release by contacting a variety of media publications and interacted with clients in order to ensure the PR they receive is relevant and beneficial to their business. By maintaining a good level of communication with your clients, it allows you to have a range of information which can then generate positive attention from the media.
In addition I have also gained an insight into an avenue not many companies venture into. GrowthAccelerator allows growing businesses to receive funding to achieve and even exceed their goals. Bridge has started work as a training provider to help provide strategic training and support to new and existing clients, and I have been assisting to develop marketing collateral around this.
After initially thinking PR and journalism were worlds apart I can now see the skill-set is actually quite similar. In the end, it’s all about finding the newsworthy stories. In PR it is about understanding your client well enough to mine the stories from their business. By doing this strategically, you can make the most of media opportunities and get your client’s positive stories heard by the right people, and really increase the impact and reach.
After just three weeks at Bridge I am now even more determined to make this learning curve the start of a new career and complete my degree with the mind-set that PR will definitely be a part of my future.
What is the first thing you think of when searching the internet for a company or service? It is something you might not even notice you are doing, so subliminal it has become. And yet it is something that we all do every time without fail – come up with key words or phrases to input into a search engine so that websites can find useful matches.
It’s not just search engines that require key words though. In fact, a successful and strategic marketing campaign also requires a whole host of key words and phrases. Key words can be used to get across your messages and ideals when used consistently throughout marketing. Think of soft drinks, Christmas and children, think of Coca Cola. Think of cars, windows, scratches, think of Autoglass. Think of your products, services and key audience – do people think of your business?
To be successful, keywords need to be implemented from the start of a marketing strategy and consistently spread throughout all activities. From the beginning of your strategic marketing planning, think of all the buzz words that help to describe your business. If you were searching Google for your company, what words would you enter to find yourself? What values are you trying to promote with your business? Put them into words.
What words should I be using?
Think of words that describe your business. If you are a PR and marketing firm, those need to be your keywords. If you work in engineering, engineering is one of your keywords just as dentistry is one for dentists and computing one for IT companies.
Where are you? Are you in Coventry? Then that needs to be a keyword. Offering removal services from Manchester? Then removal services and Manchester need to be in your keywords.
Who do you work for? What audience demographics are you trying to attract? If it’s specialist medical chairs for over 60s then you need to be using words like ‘elderly’ and ‘pensioner’ in your key words. If it’s younger people, use the words ‘teenagers,’ ‘twenty-somethings’ or ‘children.’
That’s the obvious but what about the not-so-obvious? Have a good think. Is there another word that describes one of the existing keywords you have thought of? A good idea is to go through a Thesaurus and find all words similar to those you are including in your keywords. People search for different things. While one person might be looking for accountants, someone else might be looking for financial advisors. It is highly likely that you fit into both titles so make sure your keywords leave no room for error.
Never miss an opportunity
It’s not just a case of sitting down and penning your keywords – you need to use them as much as possible. Consider them in everything you do that helps to market your business. Keywords can be used anywhere in marketing material to get across your products and services to the right audiences.
Begin with the most obvious place – on your website. Your website may have been live for quite some time and gathering a consistent and impressive hit rate but that doesn’t mean it can’t be made even better. Now you have your key words, go back over your website copy and insert them in wherever and whenever appropriate. Even if one of your keywords is a cliché that you don’t want included on your web copy, make sure you still tag it in your META data so it is still present should somebody run a search for it. Done properly, it really does help with your search engine optimisation or SEO, driving your website up the search rankings.
Keep these keywords at the forefront of your mind for any other marketing material you produce. A press release about a new product or service offers a great opportunity to embed some of your key words while a direct marketing letter gives you the chance to be bolder when including these terms. Blogs are written by you and read by industry experts, followers and those interested in your business. What a fantastic opportunity to stamp some of your key words into your prose! What’s more, when writing a blog, unlike a press release – you have the final say over how it is published. Be striking and get your keywords as prominent as you can. Use one in your headline, add a sub-headline and don’t forget to tag the entire post with your key words. Again, keywords in blogs help with your SEO, and don’t forget to tag any images or videos you use with your key words. Be consistent.
Evaluate and monitor
Your keywords aren’t working? Then you need to sit down and think why this is not going to plan. Perhaps your industry is changing and your keywords are not supporting these changes? Maybe your target audience aren’t searching for your key words because your keywords are old fashioned or outdated. Put yourself in the mindset of a potential customer demographic. If you are selling to businesspeople think what kind of terms businesspeople will be using. It is unlikely to be slang words or terms that have been added to the Oxford English Dictionary within the last five years. They are more likely to be searching for the more traditional words that describe your business.
By regularly evaluating your key words and implementing them within your marketing strategy you can be sure that your key messages are being picked up by the right people operating in the right circles. Just as Google regularly reviews and changes its SEO terms, you need to be updating and changing your keywords for maximum effect.
And don’t forget, you can monitor the effectiveness of key words in your industry sector by using a free tool: Google Alerts. This will bring you regular updates and information from across the Internet using the key words you set up. It’s great for keeping an eye on your customers, competitors, and key industry trends as well as what is being said about your business – all because you’ve invested some time in thinking about key words that are important to your business.