While others just sit on the shelves, learn how to make your company outstanding
Walk into any major department store and you will likely be instantly overwhelmed by all the different choices and brands available to you. How can any one company not run by a national style icon possibly stand out?
Sure, things are going great for the Cover Girls and Tom Fords of the industry, but how can your brand rise to the top? Cutting through all the noise to make your individual voice heard is not an easy task.
Many have found the answers in PR. Here’s how you can use this valuable tool to distinguish yourself from the competition and improve your visibility on store shelves and in consumers’ minds:
Be ready to tell your story
Telling your story will help you distinguish yourself from the competition. Don’t be afraid to explain how you made the journey to your current position, the obstacles you overcame along the way and what you’re planning to do next. With so many companies competing for consumer dollars, it is vital that you are able to articulate why you do what you do, how you do it better than anyone else and why consumers should choose your company over all the others.
Create a buzz around your company or product
You can do this through an event, new product or viral campaign. You can also develop exciting videos to get people talking. Efforts such as going green or corporate social responsibility initiatives may also help increase your visibility.
Seek out publicity
When the media covers your company, it’s the equivalent of a third-party endorsement: Someone not connected to your company talks about how wonderful you are. PR firms have already developed relationships with journalists who cover diverse beats and they know the best ways to position your message to attract their attention. There are many opportunities in the beauty, fashion and lifestyle industries to promote your company, such as bloggers with thousands of followers and numerous online publications in addition to more traditional outlets like lifestyle magazines and newspapers.
Start a blog
Consumers expect the companies they do business with to add value to their lives. This must go beyond the features of your product. By maintaining a blog and offering knowledge about your industry and ways your readers can benefit from what you offer, you will come to be seen as a thought-leader and trendsetter in your field. Then, as consumers move through the sales cycle and get ready to purchase, your company’s name will be foremost in their minds.
Make the best use of social media
Social media allows you to connect with consumers in a way previously unheard of in the business world. In addition, since a majority of people access social media through smart devices, your messages can reach customers 24 hours a day. You can use this to your advantage with tools like location-based apps and QR codes. In addition, platforms such as Instagram and Pinterest, to which consumers look for visuals and new ideas, are practically tailor-made to work with the fashion, beauty and lifestyle industries.
Hire a PR firm to help
PR can be most beneficial when it fits in with your overall strategic goals. You also need a firm that understands your unique challenges, such as brand positioning and staying ahead of quickly changing trends.
At Axia Public Relations, we help you craft the right messages and use the best methods to reach your target audiences. We will be your trusted partner in creating high-impact campaigns for outstanding results. Contact us today or register for our 60-Second Impact to learn more about how we can increase your influence, build customer loyalty and drive sales.
Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr.
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