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Questions & Answers

Posted by peter schafrick on 2014-09-01 17:19:00
Title: How does a new brand generate sales? The brand needs awareness, through PR activities and such, but...
Category: Marketing

How does a new brand generate sales? The brand needs awareness, through PR activities and such, but as a new brand, this does not translate into sales. Advertising is very expensive, and social media is not effective, since a new brand has very little traction. Twitter followers and Facebook likes don't translate into sales.

Answer:

Daniel Feuer
2014-09-11 13:33:00

How does a new brand generate sales? The brand needs awareness, through PR activities and such, but as a new brand, this does not translate into sales. Advertising is very expensive, and social media is not effective, since a new brand has very little traction. Twitter followers and Facebook likes dont translate into sales.

Getting traction for any brand, new or established, is one of the biggest challenges for any entrepreneur.  There is no guarantee that any efforts will result in sales, but to quote Wayne Gretzky, “You miss 100% of the shots you dont take.”

There is any number of ways to achieve PR success, but I have found that these steps have worked for me every time.  You need people who are interested in your product or service and Google can give you a big hand.  Setup up some “Google Alerts” (http://www.google.com/alerts) that are related to your product/service.  You want the search to be specific enough to find media that covers your product/service, but broad enough that you’re getting enough hits every day from Google.

Next, start to keep track of journalists, bloggers that have written articles related to your product/service. Follow them on Twitter and Instagram.  Start corresponding with them when (and this is important) you don’t need anything from them. Find reasons to connect either through comments on their articles or their interests outside their main field of writing.  You want them to get to know you and your company a bit - have them remember you should any possible opportunities arise.

Think of various angles that journalists can use should they be interested in covering your company and incorporate it into a pitch when it comes time.  How does your product/service compare to what they have been writing about? Do you solve a unique problem?  Is it, smaller, bigger, better, made locally, available internationally? I think you get the idea.

Are there other companies that youve formed a mutually beneficial relationship?  Work with other organizations to share contacts and to pitch ideas together.  Did you notice a journalist write an article where you friend’s company could be a good source for a follow-up?  Contact the reporter, offer to make the introduction.  Pay it forward when you can!

It’s important that you dedicate time either daily or weekly to your PR activities.  While there’s no guarantee of success you need to keep on taking the shots. Eventually you’ll reach your PR goal!

I hope that this helps you along your entrepreneurial path.

Daniel Feuer
Chief ! Officer, Think Idea DO Consulting