pr and the power of earned media for brands
DESCRIPTION
Presentation by Dan Pinch (creative director of Atmosphere) at the Integrated Marketing Conference Cape TownTRANSCRIPT
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PR and the power of earned media for brands
October 2010
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PR = getting other people to say you’re great
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Earned media = doing something to prove how great you are, that people want to share
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On average people pay attention to editorial content six times more than its
surrounding advertising (Ogilvy & Mather, 70s)
Word of mouth marketing is ten times more effective than TV or print advertising (Euro RSCG)
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The more earned media you have the less you have to spend on traditional advertising
15% of US tech media coverage
US Ad spend in 2009 $376 million
3% of US tech media coverage
US Ad spend in 2009 $1.2 billion
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PR 1.0 (petit fours and press releases)
+ +
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PR 1.0: found in newspapers
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PR 2.0: an idea that starts a public conversation
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PR 2.0: consumed and interacted with everywhere
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Integration makes ideas work harder
The idea
Print/TV ad introducing the idea Earned media
coverage on the idea via trad media and onlineRadio,
outdoor and online ads extend the idea and give it scale
Media release explains the idea
Idea explained via Facebook and Twitter and shared by online noise makers
Facebook ads increase the amount of people sharing the idea
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Proof it works…
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Start with ideas not ads (and we need new creative teams, not these guys)
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If you want to be an interesting brand do interesting things!
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The world’s first Ephemeral MuseumPampero Rum, Portugal
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Forever Young, The Swedish Postal Service,Sweden
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Photo Workshop,Levi’s, United States
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The ATL campaign in the US that set the tone for the campaign
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Pop-up space used for collaborations and workshops involving the public.
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Vintage cameras for hire
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Studio area
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Print area
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Save Your Future, Sanlam,South Africa
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Some final thoughts
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Integration – if it doesn’t hurt you’re not doing it right
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Start with an idea, don’t leap into channels
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Tap into public conversations
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Surprise people (arb works)
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Commit to good ideas and be single minded about driving them across the marketing mix
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Tell stories – short snacks of content over a long time period
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Find the human truth in campaign ideas – people connect with people
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Create multiple touch points and lead consumers on a journey between them
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Measure everything
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Take risks, be prepared to make mistakes
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@danpinch
www.atmosphere.co.za