Thanks to social and mobile text media as well as multi-channel marketing, PR, advertising and marketing have collided with customer service and other important aspects of operating a business, which -- up until now -- were completely different beasts. Now, more than ever before, the job of the PR pro, brand expert and marketer includes jumping into new roles. At the same time, the spotlight seems to not only be always on our clients or companies – but also on us as their representatives.
As 2012 approaches, designing a successful campaign will mean being even more keenly aware of the preferences of your target market and knowing how to handle various conversations. Here are some tips that can help keep a positive light on your multi-channel, mobile and social media campaigns in the new year.
Remember, Journalists Prefer Email.
While everyone has seemed to sign-on for mobile text messaging, journalists by and large still prefer email to SMS marketing messages – most are not interested in receiving pitches on their smart phones. So, if you are sending out a message to reporters about your latest news, with your press release, you’ll want to be sure that you use email. Using Trumpia’s All-In-One Marketing platform, you can send out your email to your list of top-tier reporters and, at the same time, post a message to Twitter, to widen your sphere of influence and gain more attention from journalists who will find you.
Customer Experience Plays an Increasingly Important Role.
The customer service realm is increasingly going the way of social media and the web versus just a toll-free number. PR people need to be ready to respond to any type of customer service issue. You’ll need to keep in mind that any exchange that you have with a customer could be shared via Facebook, Twitter and other social media sites, websites and blogs. As a recent story in PR Week uncovered, N-Control, the maker of the Playstation 3 Avenger Controller accessory, came under fire for an abusive email exchange between a customer and the president of the company's PR firm. The disgruntled customer sent the email conversation to Penny Arcade, a comic website. Soon after that, the entire exchange was posted on the site. It’s obvious in this situation that the best strategy is to always be nice -- plain and simple -- and remember that your PR hat is not just for the media anymore. Customers and anyone else who comes into contact with your company can spread the word about their experience – good or otherwise.
In a Crisis, Keep People Informed with Up-to-the-Minute Voice Broadcasts and Status Updates.
Whether your client or your employer is a technology company, the gas company, a retail store or restaurant, its customers will appreciate being kept informed in the event of a crisis. That could mean a critical emergency like a power outage, the cancellation of an event or even the discontinuation of certain merchandise. People will appreciate getting the heads up from you. You can simultaneously post the updates to Facebook and Twitter and send out a voice broadcast, reminding people that they can also access the latest information from your fan page. That way, you’ll reach more of your audience and cover your bases. Feeling as though you really care will go a long way towards building rapport with customers who will, in turn, be able to endorse your business for the media and other potential customers.
Use Two-Way Text Messaging to Your Advantage.
Post your QR Code, mobile keyword and short code on your website, your Facebook fan page and all your marketing materials. When people contact you by opting in to receive your messages, they’ll first be impressed with your ability to get back to them quickly with a reply. You can even create different keywords for all your different constituencies – ranging from customers to members of the community. You can set-up auto-responders that let each group know when they can expect to receive a reply. And, you can let them know that in case they do have an urgent request, they can text you back for an immediate response.
The world of mobile, social and new media messaging is sure to make 2012 a great year for Advertising, PR and marketing businesses around the globe. Using a solution like Trumpia’s multi-channel marketing platform, you can arm yourself with the tools you’ll need to reach out to 100 percent of your audience and then some -- and promote good vibes for your company or clients.
