PR and the power of earned media for brands
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PR and the power of earned media for brands October 2010
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Presentation by Dan Pinch (creative director of Atmosphere) at the Integrated Marketing Conference Cape Town
Transcript of PR and the power of earned media for brands
PR and the power of earned media for brands
October 2010
PR = getting other people to say you’re great
Earned media = doing something to prove how great you are, that people want to share
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)
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
PR 1.0 (petit fours and press releases)
+ +
PR 1.0: found in newspapers
PR 2.0: an idea that starts a public conversation
PR 2.0: consumed and interacted with everywhere
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
Proof it works…
Start with ideas not ads (and we need new creative teams, not these guys)
If you want to be an interesting brand do interesting things!
The world’s first Ephemeral MuseumPampero Rum, Portugal
Forever Young, The Swedish Postal Service,Sweden
Photo Workshop,Levi’s, United States
The ATL campaign in the US that set the tone for the campaign
Pop-up space used for collaborations and workshops involving the public.
Vintage cameras for hire
Studio area
Print area
Save Your Future, Sanlam,South Africa
Some final thoughts
Integration – if it doesn’t hurt you’re not doing it right
Start with an idea, don’t leap into channels
Tap into public conversations
Surprise people (arb works)
Commit to good ideas and be single minded about driving them across the marketing mix
Tell stories – short snacks of content over a long time period
Find the human truth in campaign ideas – people connect with people
Create multiple touch points and lead consumers on a journey between them
Measure everything
Take risks, be prepared to make mistakes
@danpinch
www.atmosphere.co.za
