It isn’t until after a press release, or an article is published, you then see the results of your pr marketing strategies take place. Well, have you thought about all the publicity in the news these past few months? Such as the financial markets, the auto industry and retailers?
Publicity is everywhere! That’s what I have professed for over a decade. As we all read about how bad something is, we tend to shy away from them. So let’s talk about the auto industry. The big three–GM, Chrysler and Ford. The negative pr these companies have had is going to hurt FUTURE sales. Yeah, they are having great deals on cars, trucks and SUV’s. But now people hear about them going broke, or having serious financial trouble. Would you consider buying from any of them? I don’t think so. Why? Because if you need a part in four years, or have trouble with the vehicle, you begin to ask…will they be there to help? Will the dealership I bought from be around anymore? A recent article in Media Post gets deeper into this topic discussing a survey to illustrate this point. Service is a major concern with any product. That too is what causes the slowdown on many retailers. Why buy from them, if they are closing?
What all this negative publicity does is help the competition. Again, look at the auto industry. Sales are going to increase for all the imports. Not just because they build better vehicles, or are price competitive. It’s because there hasn’t been negative publicity about any of the better known imports having financial problems. At least we do not hear about them like we do with the domestic auto companies.
This also applies to the banking industry, and retailers. If your company is in a good position, financially, then consider creating a “positive publicity campaign”. This is when branding should be a major part of your pr marketing strategy. This window of opportunity is now open, take the leap. Just make sure you work with a professional publicity company to help guide you through this timely event.
I saw an article in Brandweek, as well as in other major newspapers that pitched the greatness of Chrysler offering “Lifetime” warranty for their power train to their vehicles. This sounds great, doesn’t it? Or is this a PR Marketing Strategy or a PR Promotion so that the lagging manufacturer can show consumers they are building better cars than their competitors. Well, one thing for sure, why now after all these years and overnight, can a manufacturer offer such great products?
Actually it has been going on for years. This marketing campaign and ad campaign for this PR Client isn’t new in the auto industry. Several years ago, about 17, Ford Motor Company had a similar campaign. They would give a lifetime warranty to any part that was installed in your car. This was not with the new cars, it was for any used Ford vehicle you had a part repaired. For example, if you owned a 1968 Mustang, and the alternator had to be replaced, the dealer/manufacturer would install another one with a lifetime warranty for as long as YOU owned the car. If you had the car for 20 years and it went bad again, it would be replaced for free. The problem was that Ford never did any serious marketing with this great concept. Then one day we were called. Our agency was chosen at that time to develop the creative and publicity for this division. We won the campaign against many of the nationally known agencies. After finalizing the TV and print campaign, we received the bad news.
After a few years of the division being quiet about this concept, Ford canceled the entire program. I wonder if those people who had bought parts during that time are still covered?
So did Chrysler come up with a brilliant idea? Maybe not, but at least they are trying to get the word out. It might not bring thousands of people to the showrooms, but it will build a better brand loyalty and brand awareness to the name. Creating a brand is one thing, keeping that brand awareness is an on-going task. You should never feel that your marketing campaign is safe without any branding included. Keep your company’s brand awareness high with a smart PR Marketing Campaign.