News and Updates from 5WPR CEO Ronn Torossian

Category: Insight

5WPR Expands a Brand’s Breadth to Increase Its Market Depth

In the industry of alcoholic beverages, there is not much room for an entirely new liquor. It’s true that unique recipes for rum, vodka and whiskey are rampant, and companies are promoting new cocktail combinations at an extraordinary rate. I’ve recently seen releases of legal moonshine concoctions, which tend to ride on the coattails of popular reality shows. But as far as new hard alcohol being developed and introduced to the market, there’s nothing left that truly innovative.

So when clients come to and want to hear how a leading PR firm will help them clamor on top of the heap in an intensely competitive industry, we can’t send them back to the lab to devise a new chemical combination. My position on this topic is that it’s more important to boost a brand’s breadth than to deepen their marketing budget. Through use of these marketing tactics, one of our top beverage PR clients was able to extend its roots in the industry without having to throw a ton of money toward a less profitable campaign. While our partner had their foot in the door in the enormously lucrative vodka business, they needed help broadening their brand.

Our solution: introduction of flavored vodkas as an adjunct to their unflavored product. The flavored liquor trend has been taking hold of the industry for the last few years, and it seemed a natural progression to draw visibility to their original premium brand. In this way, the client could increase its market share in the flavor trend while strengthening its roots in its main (unflavored) product.

It’s true that I have used re-branding tactics as the foundation of a marketing campaign when the product has become stale in its industry. This is not always the most advantageous strategy, as it can be expensive and lose ground in a cost-benefit analysis. An example would be a well-known vodka producer that invested millions in an ad scheme that involved manufacturing personalized bottles for packaging its liquor. This type of tactic really only reaches a small target audience, and so doesn’t broaden the brand’s presence among its competitors. Of course, every promotion strategy must be focused on serving the needs of the individual client. Not every tactic is perfect tailored to the size, budget and goals of the customer, and my job is to cull the out the most effective methods.

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Quotes from Ronn Torossian’s PR Book For Immediate Release

ronn torossian book

Ronn Torossian’s Book For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing reveals how public relations can do just that-while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world.

  • “In the long run it is the daily actions of a brand that determines its overall image.”
  • “If you are the boss you often have to be the face of the crisis and the source of the apology.”
  • “If the people you’re addressing like you, your problems will be less severe in the long run.”
  • “Speak passionately and honestly, and don’t pretend to be on a higher level than your audience.”
  • “The right kind of charity, timed well, can help restore a tarnished image.”
  • “Optimism breeds optimism  and that in turn breeds success and happiness”
  • “When charity fits with a brand and comes from the heart of a company, it works.”
  • “PR has been and will always be about building relationships”
  • “Understand the value of communicating properly, particularly in press releases because they will often be used in verbatum”
  • “Under-promise and over-deliver: consistently exceeding expectations builds loyalty and great word-of-mouth PR.”

For more information on or 5WPR please visit www.5wpr.com.

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