Where to start….
Look at your target audience and their customer touch points. Your advertising and public relations campaign should take into account where most of the people with those attributes you’re targeting are found – whether online or offline. If your target audience is primarily online, you’ll also want to consider websites they frequent and devices types they use.
Find the most cost effective ways to reach your audience
Pursuing public relations or free publicity (i.e. earned media) in addition to advertising in key venues where your reach and return on investment is greatest. Obtaining positive third party endorsements or publicity builds credibility, increasing the trust prospects have in your business. Avenues to pursue may include:
- Winning a third party sponsored product quality contest
- Writing an editorial to educate prospects about the need your product or service fulfills
- Sponsoring a nonprofit or social cause that your target audience supports
- Encouraging users to submit their content talking about your offerings for publication on your website or other social media sites
With this background in mind, it’s campaign development time. Your success will depend upon your campaign rollout.