Next time you are putting together a plan with a direct-2-consumer element, consider talking with your client about a very real ROI to track – directing consumers to a Web site to sign-up to receive a promotional code or coupon to redeem at retail via thier mobile phone. Great way to drive traffic, great way to measure use. This also positions PR practioners at a central place of “owning the idea, message and communications channel."
As all of the marketing mix continues to, well, mix up, the PR industry needs to position ourselves as message/channel experts, directing strategy for clients and showcasing multiple ways our messages can reach our desired audiences in new and unique ways, each with a related ROI. This is a great example of one of the new areas we could “own” to protect and expand our counsellor roles with clients. Even if a client doesn’t go for this idea today, being the one to share with him or her a new approach scores points for the future and shows that we have a broader view of the world than maybe they think!
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