PR IN THE MARKETING MIX

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PR IN THE MARKETING MIX Presented by Laura
Mahon Freud Communications
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The Agenda

• About Me
• PR in the marketing mix
• Why is PR important now more than ever before?
• How do we do it at freud?
• My tips for PR success
• Any questions?

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About me

• Graduated in 1999 with a 21
• Took the sandwich course option and worked as a
  PR Assistant at Guys St
• Thomas Hospital
• After graduation went back to the hospital as a
  PR officer
• Joined Jane Howard in 2000 as a press officer
  working on Carphone
• Warehouse
• Jane Howard bought by GCI in 2001
• 2003 joined Freud Communications as an Account
  Manager now an
• Associate Board Director/Deputy Creative
  Director

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PR in the marketing mix
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PR in the Marketing Mix
The importance of PR as a channel has grown
because
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Adds value to your other marketing channels
(press coverage for your ad campaign, traffic to
website)
Adds credibility through 3rd party endorsement
e.g. celebrities or media
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Cost effective way of reaching your consumer
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Gains cut-through to cynical consumers who reject
advertising or DM by targeting via a medium that
they actively choose
Fingers on the pulse of what consumers want and
what they may want in the future
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Word of Mouth the Power of PR
In our hype-infested society, honest and
positive word of mouth can multiply sales
explosively. Seth Godin, Unleashing the Idea
Virus
60,000 people across 166 countries were asked to
forward an email by personal contacts to one of
18 designated target recipients. The majority of
cases only required 5-7 steps to reach the
target. Duncan Watts 6 Degrees of Separation
experiment
How do we get word of mouth in motion? The
objective of any PR program is to get one person
on your side, that one person will tell ten or
more people about your brand. WoM is the name of
the game, but PR is the match that lights the
flame Al Ries
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Other Word of Mouth successes
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Why is PR more important now than ever before?
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Because media choices are fragmenting
In the 1960s, an advertiser could reach 80 of
U.S. women with a spot aired simultaneously on
CBS, NBC, ABC. Today, an ad would have to run
on 100 TV channels to have a prayer of
duplicating this feat Business Week, Feb 05
Number of TV channels more than doubled in 4
years but average viewing time has stayed the
same in 10 (3.7)
Media fragmentation means that talkability
viral potential is crucial. PR creates engaging
content which travels.
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Increasing consumer profile
CITIZEN JOURNALISM

PR as relationship manager
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And consumer power
PR as a dialogue facilitator
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And offering ever more targeted choice

PR as content provider
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In summary
Content restricted to individual communications
channels which does not rely on consumer
engagement
Talkable, entertaining interactive content
which infects across media through consumer pull
relies on ambassadors not consumers
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How we do it at freud?
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BTL BRAND COMMUNICATIONS
An extensive division that specialises in
creating communications ideas that deliver real
business benefit. We offer expertise in
communications across a broad range of areas
including fmcg, leisure, retail, fashion, beauty
youth. We provide clients with innovative BTL
marketing solutions, such as experiential
marketing film / entertainment promotional
partnerships as well as more traditional
editorial publicity, giving the agency a unique
point of difference.
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My accounts
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JACK DANIELS
The perception that Rock n Roll events are
never complete without a bottle of Jack Daniels
has built up over the years, an image which JD
was aware of but had never exploited. With the
need to attract new users to the brand, it was
our job to recommend an activity that allowed us
to open dialogue in a credible way but also in
line with the global tell not sell strategy
Our solution - The JD Set an intimate
invitation only gig where the bands jam hang
out with the guests. Now in its fourth year, the
JD Set has visited numerous cities across the UK
with headline acts including Turin Brakes, Elbow,
Funeral for a Friend and Jet. The JD Set gigs
are now transmitted on 4 music as part of an
ongoing partnership that began in June 2005 with
The JD Set presents HAL live.
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NESCAFE ORIGINAL TRINNY SUSANNAH
NESCAFÉ Original has always been about taking on
the morning. We decided that the best way to
create a credible editorial and promotional
platform was to concentrate on the first decision
you have to make in the morning what to wear.
Who better then to front the campaign than
fashion gurus, Trinny and Susannah for a
promotion available in-store on special packs to
win a 10,000 shopping spree? We negotiated the
contract and co-ordinated the campaign across all
agencies, insuring that both a client and agent
approval process was adhered to. The result was
a through the line campaign using Trinny and
Susannahs images and editorial linked integrally
with the morning message.
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AMERICAN EXPRESS RED
In a world full of charity affinity cards,
how do you launch yet another ethical credit card
aimed at a group of affluent people bombarded
daily by charitable demands? Simple. You dont
position it as an ethical card at all. You
launch it as a fashion style icon, targeting an
audience of conscious consumers
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ORAL-B TRANSFORMATIONS
Our task was clear from the beginning make
Oral-B relevant and interesting to women. To do
this we needed to reposition Oral-B from oral
care brand to an essential beauty brand we
wanted women to see their teeth as a vital
beauty asset. To do this we teamed up with
hairdressing salons Toni and Guy and celebrity
make-up artist Jemma Kidd to show how a great
smile works with hair and makeup to create a
stunning over all look. Together we created four
Transformation Guides that appeared in media
partners InStyle and S (Sunday Express)
magazine. Our photography of Jemma was also used
in co-branded window posters in all 186 TG
salons, giving Oral-B great high street presence.
We also produced a series of show cards and
leaflets for the salons that contained money off
vouchers for Oral-B products. 300,000 worth of
additional product was sold into Superdrug as
result. The total value of PR coverage 500,361
(6.30 return on every spent). The campaign
received a special commendation from Gillettes
Global headquarters.
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LYNX MANWASH
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Conclusion

• PR is now more about content creation versus
  creation of editorial coverage
• Integration is key in brand communications much
  time is spent with other
• agencies fighting for creative supremacy
• Providing a creative idea that creates
  surround-sound noise for the consumer
• is key
• Understanding other marketing disciplines is
  mandatory

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My learnings
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My top tips for PR success

• Dont have any pre-conceptions about the
  industry and your ability
• Use your own personal experiences to inspire
  great ideas
• Keep your eyes and ears open
• Be inquisitive
• Work hard!

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Any Questions?