June 25, 2014
4 steps to Market Immersion using Targeted PR
Product, service, brand, or idea – nothing can penetrate a market without a successful PR campaign. You must engage the market, get enough of them to listen, and keep that conversation going and growing. How to make that happen is a mystery that many businesses fail to unravel. They pay the price for that failure by falling into obscurity.
Public Relations executive Ronn Torossian says there are four sure-fire steps to grabbing a market, and getting them to pay attention long enough to make a pitch that lands. Without them, you are entering a land of endless speculation. With them, you are setting yourself up for success.
Market Immersion through Targeted PR
#1 – Curiosity – human beings are hardwired to be all but impervious to curiosity. Honestly, we are more curious than the proverbial cat. Get someone wondering, and they just can’t let it go. That’s just how our brains work. If you can create curiosity with your initial message, you will earn the opportunity to keep people engaged long enough to make your pitch. But, don’t do it… first you must create…
#2 – Speculation – this is nothing more than a different, targeted sort of curiosity. Instead of a general wondering or interest, speculation creates an internal dialogue about a specific idea or application related to your product or service. Something that can help your target… or something that, without it, will hurt your market’s life. But, once you get them thinking, you need to deliver.
#3 – Fulfillment – nothing succeeds like success, and nothing connects a customer to a marketer like fulfilling a promise. This transaction must be set up early on, though. You need to know your customer enough to understand how they will react, and how your product or service will work for them. You set up that expectation early on in the curiosity phase, build on it during speculation, and then deliver results before they have a chance to create their own fully-fleshed expectations.
#4 – Conversation – once you have them satisfied, ask them what they liked about the experience. Keep the conversation going. Ask them to share that positive experience with their friends. Remember, you have to do that while they are still feeling good about the fulfillment YOU said they would experience. That’s when the trust level is at its peak.
If you cannot deliver your message, even these steps will not help you succeed. Partner with a PR firm that knows how to get results, and the sky’s the limit.