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Making Social Media Meaningful
Social media is quickly evolving and Black Twig understands the importance of keeping up. Recently, the Harvard Business Review posted the top ways to connect with customers on Facebook. Attached are a few of the tips provided to help you better connect with your base:
1. Promotions - Treat "fans" differently than other customers by providing special access to offers and information.
2. Crowdsourcing - Ask large groups to participate in shaping an offer or strategy.
3. Check-ins - Mobile device check-ins are a popular way to electronically announce your arrival at a location and have the potential to offer electronic coupons and loyalty points.
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Industry News & Trends
"The Rising Ranks of Earned Media" from PRSA.
"3 Podcast Success Stories from Creative Small Businesses" from
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Free Business Advice
The number to call if your small business needs free marketing and PR advice is 1-877-334-1877.
Black Twig's toll-free business advice line is open 9:00 to 5:00 Monday through Friday for small businesses who are seeking confidential counseling with an experienced professional at no cost.
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About Black Twig Communications
Black Twig Communications is a full-service agency specializing in public relations, marketing, web development and creative services. Our management team offers more than 100 years of experience in the communications industry. Black Twig holds offices in St. Louis and New York. |
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Greetings!
Make no mistake about it-this issue of the Black Twig Report is all about public relations. After years of successful outcomes, we understand what it takes to push your new product, major campaign or brand awareness program to the next level. Week after week, we secure dozens of media hits, generate reporter interest and increase awareness for our clients.
Our main story this month highlights the importance of public relations as a differentiator and our second story illustrates productive results. Whether it's a new product or established company, Black Twig has the expertise and talent to raise your expectations.
Sincerely,
Tom Gatti
Partner
Business Development
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A New Product's Best Friend: Public Relations
A recent Boston University marketing report found that by integrating public relations into a new product launch program, it was 27 percent more likely to succeed.
Black Twig research has consistently shown that launching a new product or service is a rather unique process that requires an attitude and philosophy that differs from everyday operations. On an emotional basis, nothing is more invigorating than getting something new off the ground. In terms of reality, new launch activities need to allow for time delays, continuity interruptions and mistakes.
Successful launches that we have been involved with tend to be characterized as evolutionary, systematic and synergistic. On the other hand, less successful launches seemed to be described as reactive, unpredictable, political and ego-driven.
One key component of launches in the new digital age is the creative use of public relations. We have found time after time that grass roots PR, product sampling and social media far outperform traditional advertising. Our staff has seen media stunts, innovative displays and third-party adapters bring tremendous validation to new product offerings. Dollar for dollar, these types of activities multiply the launch budget (and perceived value) by a minimum of five to six times without any additional costs.
While public relations has proven to be the cornerstone in launches, it also has exceeded the expected outcomes for clients. Trade magazine validation and general consumer awareness have been tremendously impacted by PR efforts. When planning a new product or service introduction, we strongly recommend that a significant public relations element play a pivotal role in your planning. Research says that such an inclusion will greatly improve your chances for success.
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Client Profile:
Hydroflo Pumps
Hydroflo Pumps, headquartered in Fairview, Tenn., needed assistance spreading the word about its full product line of vertical and submersible turbines and pumps. In late 2010, the company sought the expertise of Black Twig Communications to help them achieve their goals. Since the relationship with Hydroflo began, Black Twig has led several pivotal projects including trade show preparation and public relations. While at the National Ground Water Expo, Black Twig arranged numerous interviews with water industry magazines, leading to several key media placements.
Additionally, Black Twig gained media exposure for Hydroflo's new Zero Lead Pump in relevant water industry magazines, including Water Well Journal, Water & Waste Digest and Water Quality Products. Next, Black Twig helped Hydroflo break ground in a new vertical market: mining. Currently, several media placements are anticipated in mining publications such as Engineering and Mining Journal, Coal People and Construccion Pan Americana. So far in 2011, Black Twig has earned nearly 700,000 impressions for Hydroflo.
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Featured Media Placements
Click on the media logos below to see some of our clients' featured news stories.
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See pg 26-29
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