How to reach and engage consumers
Consumers are bombarded with messaging throughout their day; how do you create genuine cut-through with your brand or product PR campaign?
Know your target audience
First, it’s vital to truly understand your target audience. That means not only identifying their
socio-demographics but also gathering crucial insights about what they think, feel and do. Only then can we start to build powerful campaigns that inspire change in behaviour or buying habits.
Tap into drivers
Armed with knowledge about your audience – or multiple audiences – we identify the emotional desires and fears that motivate action. Are they driven to care for their family’s health? Are they suffering from symptoms that could be alleviated? And how might their well-being impact their emotions and daily activities? Some of our most successful consumer PR campaigns have been created around core insights, such as that joint pain can result in social isolation, that psoriasis often has a psychological impact, that parenting may lead to burnout and that mums are concerned about hygiene around their baby.
Tailor your channels
Unless you have the budget to conduct a 360-degree campaign, consider the most impactful channels to reach your audience with targeted messaging. Social media savvy consumers are likely to respond to influencer campaigns; broadcast interviews can provide the opportunity for more complex messaging, whilst print media is likely to be viewed as reliable and trustworthy.
Expert authority
Securing an expert spokesperson can dramatically increase a campaign’s news value and enhance its credibility. We frequently work with media medics, healthcare opinion leaders, authors and celebrities to add a layer of authority and sincerity to our consumer campaigns.
The human touch
‘Real-life’ case studies add a human aspect to any story, bringing the emotional impact to the forefront. As part of our campaigns, we often secure testimonials from case studies and offer them to the media for interview. We also collaborate with social media content creators to share their stories and insights online.
Be creative
Creativity is one of Beyond’s core values – and it’s also the cornerstone that can propel a campaign from ordinary to extraordinary. By taking an innovative approach, pushing boundaries and challenging the norm, we create health-changing campaigns that generate extensive media interest and strong consumer engagement.