Distribution of PR measures in the marketing mix
1. In the mix:
- Pricing policy
- Distribution
- Product policy
- Communication
2. By products
- According to turnover
- Competitive activities
- Marketing goals
- Higher turnover
- Expand market shares
- Increase turnover – Prominence
- More proximity to customers
- Customer satisfaction
Analysis of potential customers by market segmentation criteria
1. Demographic variables
- General: industries, company size
- Geographical: location
2. Procurement concepts of customers
- Centralised/decentralised purchasing
- Technology dominates
- Customers/non-customers\
- Customers who purchase via tender
- Price-conscious customers
- Quality-conscious customers
3. Situational factors
- Urgency
- Particular product requirements
- Order size
- Technology, usage behaviour
Target markets
- Size and growth opportunities
- Structural attractiveness:
- Competition in the sector
- Profitability
- Resources
Competition analysis
- Who should be classed as a relevant competitor?
- What strategy is the competitor following?
- What strengths and weaknesses does the competitor have?
- What future goals will it be pursuing?
- What estimation does the competitor have of itself?
Sector analysis
- Threat from new competitors
- Threat from substitute products
- Negotiating power of buyers
- Further influencing factors such as policy, etc.
Definition of core competences by means of:
- Differentiators vis-à-vis the competition
- Core values of the company/organisation
- Substance of the company organisation
Create added benefit for (potential) customers.
Product positioning
- Identify the two most important product characteristics the customer finds important
- How do customers perceive competitors’ products?
- State desired positioning for new products
- Undertake a target-actual comparison for existing products
Influencing buying decisions with PR
- Clearly communicate values + customer benefit
- Offer solutions- Pick up on customer requirements
- Offer explanations- Avoid clichéd phrases
PR action plan
1. Analysis of initial position
Target/actual comparison
2. Development of communication messages with the following PR objectives:
- Sales promotion
- More visibility/attentiveness for our customers
- Presentation of industry competence
- Presentation of service competence
- Presentation of innovative competence
- Customer retention/new customer acquisition
- Employer branding
3. Target groups
- Customers and potential customers
- Employees and potential employees
- Opinion leaders in selected sectors, business, politics
4. Causing changes in behaviour with public relations
- International dissemination of brand values
- Definition of customer benefits and solutions
- Reduction of complexity in addressing stakeholders
- Creation of an added benefit
- Reaching the right recipients via all communication channels
- Use of conventional media, online media, social media
5. Active information policy taking corporate wording into account
- Professional editorial team
- Topic management
- Integration of ongoing projects and developments
6. Building up contacts to conventional media, online media and social media
- Use of international mailing lists with around 20,000 addresses
7. Database-supported press relations management
- Making and strengthening contacts
- Continuous contact presence
- Reliable processing of external enquiries
- Facilitation of interviews
- Continuous placing of press releases, interviews, specialist contributions, case studies
- Analysis of media topic plans
8. Absolute transparency for our clients
- Regular information by contact log regarding campaign behaviour
9. Success monitoring by scoring model
10. Development of target group-oriented measures
- Client events
- Round tables
- Parliamentary evenings
- Workshops
- Trade fair PR
- Investigation of speaking opportunities
- Building up of networks