PR Can’t Die

CONTRARY TO POPULAR BELIEF, PR IS HERE TO STAY, AND IT IS NOT GOING ANYWHERE

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Over the years there has been a debate around the relevance of PR in the post digital world. There has been major cut down on the use of paper in many large economies of the world and the consumption habit of consumers for text has increasingly shifted from paper to digital. We are more accustomed to bright screens and colourful images, which is totally different from what the newspapers serve us.

Some of have even taken the debate a notch higher by saying PR is dead. I definitely would not spend any time talking about their reasons for this assertion, but the truth is PR cannot die.

Truth be told, the way PR was done in the past has actually transformed into what we know today and as such the PR for tomorrow would equally evolve. To say PR is dead or will die is a strong proclamation in error. We thankful for the digital medium of information dissemination but it will never take the place of PR. As long as there are human beings on earth, as long as there are products to sell, as long as there are brands to promote, as long as there are offices to manage, PR would find its place in the world of marketing and marketing communications.

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There are a number of things PR achieves for us and highlighted below are a few;

PR gives credibility 

Marketers and brands are currently in a battlefield and the fighters aren’t called gladiators but sound-iators. With everyone screaming at you saying “I’m the best, I’m number one, I know what I’m doing” you need PR to authenticate your claims and get your sound beyond the clutter.

Thought leadership drive

A lot of businesses and brands want to be seen as a thought leader or subject matter expert. You may not be able to achieve this drive without the inclusion of PR.

Impacts your bottom line

Your sales and marketing drive are channeled to reach your bottom line. PR helps improve brand trust and compels your customers to believe in the brand whilst engineering loyalty. 

If you thought PR was just another increase in budget or an irrelevant expenditure you may want to rethink this. 

The Future of Marketing - Purpose Marketing

BRANDS ARE EXPLORING THE POSSIBILITY OF MAKING MONEY WITHOUT TRYING TO MAKE MONEY. READ THIS ARTICLE FOR CLARITY.

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Brands are no longer seeking to just sell products; they also want to impact culture and frame perceptions. It has now become unavoidably obvious that consumers are no longer just buying products, they buy an experience, they buy a personality, they buy a brand.

Take a look at yourself, the phone you have in your hand, the designer shoe or shirt you are currently wearing didn’t jump into your possession just because it’s beautiful, or durable, or matches your body, or some other stuff consumers naturally look out for while making a purchase. It is largely in your possession because of the perception attached to it, because of the way it makes you feel.

This reason has caused brands to not only develop their products but invest in enhancing their own personality. For example, you don’t just buy a Patek Phillipe you own one. If for any reason you do not understand this paragraph, kindly read through all over again, by the third time I’m certain you’ll get it.

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Truth is, brands don’t want to just sell to you, they want to be a part of your everyday life. There’s a plan, there’s a purpose, and that’s the future of marketing – Purpose Marketing.

 Meaningful marketing or Purpose marketing revolves around a company's greater purpose beyond just selling their products and services. In a recent publication by Accenture it is stated that “customers aren’t just making decisions based on the stalwarts of product selection or price. They’re now assessing what a brand says. What it does. What it stands for.” They aren’t chasing quantity but quality. They are seeking authenticity and relevance. They want to feel as though they are a part of something bigger. They are driven to connect, to grow, to make a difference. They are buying on belief.

Insta Millionaire

INSTAGRAM IS CURRENTLY TURNING PEOPLE INTO MILLIONAIRES AND DELIVERING ROI

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In the wake of smart phones, increased internet penetration, urbanization, gist, gossips and juicy scandals, social media has grown in leaps and bounds throughout Africa. Only one who is living under a rock or dangling somewhere on the edge of the planet isn’t on social media. My aunt just gave birth a few weeks ago and her cute baby already has a social media account – Instagram particularly – and I’m certain that before she turns 14 she would probably have at least 14,000 followers on Instagram – don’t you dare laugh.

Due to the drivers highlighted in the opening paragraph and more, social media, especially Instagram which has become a force to reckon with as many people are being turned into Insta millionaire or Insta celebrities if you like. Its highly visual interface and easy interactive features helps its affinity.

Also, the always on trend hugely observed among millennials and Generation Z is fueling online communities as people want to stay informed and follow everything these Insta sensations are doing on a daily basis.

This provides a great opportunity especially for brands and marketers as it makes reaching the desired TA easier – birth of online influencer marketing.

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Instagram communities have become highly interactive which is speedily making it the go to place for information about brands and people.

In fact, this is the time that businesses need to capitalize on brand expansion and business growth – and social media platforms. 

Instagram currently has over 2 million advertisers worldwide sharing contents on their stories and feeds to drive business results. 60% of people say they discover new products on Instagram. over the last few years, Instagram has grown so much, and today is influencing consumer behavior. With over 25 million business profiles that currently exist on the platform worldwide this leaves no doubt that it is delivering ROI to businesses - Bizcommunity.

I am of the opinion that everyone is a marketer as we are all selling something. This therefore means that we can no longer ignore Instagram as a major driver for sales and consumer connections.

Design Your Life – A Guide to Personal Branding

PEOPLE TEND TO NEGLECT THE NEED FOR PERSONAL BRANDING – WRONG MOVE. AS THE WORLD CONTINUALLY GETS SMALLER AND EVERYONE IS SEEMINGLY PUTTING OUT CONTENT, THE NEED FOR PERSONAL BRANDING BECOMES IMPERATIVE.

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What is personal branding?

Your personal brand is how you promote yourself. It is the unique combination of skills, experience, and personality that you want the world to see you. It is the telling of your story, and how it reflects your conduct, behavior, spoken and unspoken words, and attitudes – influencer’s hub.

In a nutshell, your personal branding is your identity. It is the features that exude and represents your personality. It may be in the form of colors, style of dressing, food, how you walk, choice of words, tone of voice – it is basically everything that defines you.

Why is personal branding important?

It this electronic concrete jungle in which we live in today, man is king and content is the kingmaker. Therefore, whatever content you put out must exude your personality otherwise you risk the danger of identity crisis, your audience doesn’t know who you are and worst case scenario is that you don’t know who you are.

Personal branding isn’t about living fake lives and making people believe what you are not, in fact, it is about being the best version of you and putting it out for those who care to indulge. Personal branding helps you stand out – there are over 7 billion people in the world today, trust me you don’t want to just be among the number. Don’t you want to be the modern day Achilles? So that your tale might be told for a thousand years.

Note: Personal branding requires, effort, and dedication. Like Achilles, it took him time to train, efforts in many battles, and a dedication to succeed.

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How to achieve a good personal brand in today’s modern stage?

1: Know who you are

You need to know who you are, what you love, the things you really believe, your principles, these form your character and your character translates into your brand.

2: Create your own space

You need a place from which you can interact with people as well as showcase yourself. This could be social media accounts such as YouTube, Facebook or Instagram, and a personal website.

3: Always put your best foot forward

Showcase your strengths, your unique selling proposition. Like Achilles, he never focused on his heel but his ability to win battles (skill with the sword and ability to lead).

4: Become a Subject Matter Expert (go-to-guy)

Once you know what makes you different and what your strengths are, develop it (learn as much as you can on whatever your strengths are) so that when people need someone for that reason, they’ll think of you.

6: Be consistent

Two things I’d like you to note that has already been said in this article are; remember it takes time, effort, and DEDICATION to build a personal brand – you must be willing to commit to what you are building, and remember content is the kingmaker but consistency makes the kingmaker.

Why personal branding?

The purpose of personal branding isn’t to just sell yourself or a product but to give a perception of yourself. This way you gain automatic acceptability when you walk into places that people there are familiar with your brand. It opens more opportunities to you and makes you walk under a different kind of spotlight from the other 7 billion people in the world.

The non-alcoholic alcohol

SAVANNA LAUNCHES THE FIRST NON-ALCOHOLIC CIDER IN SOUTH AFRICA IN A VIEW TO ANSWER THE QUESTIONS OF INCREASING CONSCIOUS CONSUMPTION

Talk about breaking rules, changing status quo, and altering norms. Savanna cider is blazing a new trail in the food and drinks department with this “alcohol-less alcohol” innovation, The Savanna Lemon – really, ever heard of a non-alcoholic cider? If you are still in doubt, kindly look up the meaning of cider in your dictionary. So whether you agree or query the innovation as not being a cider, that’s still up for debate, however Savanna is using the innovation to satisfy the taste buds of the more conscious consumer – the growing health conscious African consumer. This takes away the anxiety and paranoia that comes from looking for that drink that best fits your dietary plans yet leaves with that cider taste without alcohol.

We have seen more and more people take to fitfam, organic food consumption, and restrain themselves from consuming little or too much alcohol all in a view to stay healthy and lead a long and vibrant life. All this is good but Savanna is TINKing, that there are too many things in Africa to be worried about and what you drink shouldn’t be one of them.

Source: Bizcommunity

Source: Bizcommunity

To bring this innovation to life, Savanna launched Savanna Lemon with an integrated marketing campaign where it challenges consumers to break the rules. Because when you drink alcohol, you’re confined by rules – social rules, law-enforced rules, even rules that you give yourself. And let’s face it: rules are no fun. This campaign is brought to life in the new Savanna Non-Alcoholic Lemon advert, which showcases the most unlikely characters challenging the norms of where a non-alcoholic cider should be consumed – The Bizcommunity.

“We’re constantly looking for innovative ways to corrupt the apple and bring to life products and ideas consumers will love,” says Annette Grootboom, Global Brand Development Manager for Savanna, “The great thing about Savanna Non-Alcoholic Lemon is that it tastes like cider, which allows people to make a lot more choices – and break a lot more rules.”

So if you plan to have a good time and don’t want to feel those headaches that come from a hangover best grab a bottle of Savanna Lemon.