2023 Predictions for Publicity & Press: Marketing Gone Right
Every year people try to reinvent the marketing wheel with new and innovative slogans, graphics, re-brands, colors and hype.
But over the years of being a successful publicity and PR firm we’ve realized that certain aspects of publicity will always win in the end, no matter if you’re being published in a newspaper, or on a billboard in Times Square.
Here are some of our favorite publicity wins for 2023 so far as well as why we think they work!
Why does the reader care?
The most engaging stories are the ones that make the reader feel like they're part of something bigger than themselves.
Stories create a human connection, which is key in marketing because people buy from people they trust. Compelling stories also create empathy and urgency--two things that are essential to selling any product or service.
Show multi-uses for a product
The best way to show the relevance of your client's product is by showing how it can change your life. By doing this, you're also showing that you understand the needs of the customer and are there to help them accomplish their goals. This makes them feel more confident in what they're buying from your company and more likely to buy again in future if needed.
Portray your client as the hero of their own story: Your client needs someone who understands their goals and will guide them in achieving those goals...that person is YOU! When a press, pr or publicity team gets it right they focus on bringing a value-add angle to the product or service instead of selling its features.
show how a product can change your life
The best marketing content is the kind that makes you want to buy a product. You know how it goes: you see an ad for something, and you can’t wait to get to the checkout page to get this item that you feel will change your life! It's that simple.
But how do you make your client look like the hero? How do you get people interested in their products? And most importantly, how can marketers use this information as part of their own marketing strategy?
In order to answer these questions, we need first understand what makes good content compelling--and also why this matters from a business perspective.
Show how the product is still relevant
Use a real person (ideally a satisfied customer) to demonstrate how the product or service is relevant to living a fulfilled life. For example; let’s say you sell luxury bed linens to resorts and hotels… Instead of talking about the thread sheet count you’ll talk about how people get the best sleep of their life after a long flight to their destination and wake up happy and ready to enjoy their vacation!
Depict your client as the hero of the story and you as the guide to help them accomplish their goals
It's no secret that people love stories. The best marketing campaigns tell a story, and this trend will continue to gain momentum as we move into 2023. Every major blockbuster movie supports this theory!
Your strategy should be centered around showing your client as the hero of their own story and you as their guide through it all. You want to make them feel like they can accomplish anything with your product or service by their side, so show how it can change lives in some way--even if it’s sleeping on hotel sheets that could help alleviate jet lag because you’ll fall asleep so fast from being lulled to slumber through their innovative cooling technology.
People don’t care about the details of what makes the product great… They care about what the product will do for them.
Publicity and PR in 2023 is all about the client
By taking steps to focus on your client's story, and positioning THEM as the “main character” you can be sure to gain attention, loyalty and interest with your publicity and press campaigns.
Want to work with an agency that guides you to getting into publications that make your clients excited to work with you and buy your products? Book a consult with us NOW.
