We’ve touched on how marketing can add value to your retailer relationships, but we haven’t addressed how public relations adds value to these partnerships. Public relations is a vehicle used to get your message in front of a vast amount of people, but it’s also a tool to build your brand and your reputation to a community. Here are a few PR tactics that retailers can benefit from:
Good press release coverage
When you are positioning your brand as a resource in the media, your retail partners can benefit from the good PR your brand is receiving. By having a consistent stream of press release coverage in the media, you have the opportunity to captivate a wide array of attention – both consumer facing and industry – and spread your message. This investment in public relations is invaluable and can come in handy when you are in the midst of a retail promotion or in-store demo and are looking to invite more people to a specific store.
Investment in television segments
Another public relations tactic that can strengthen your relationships is investing in nationally syndicated or local television segments. To secure a television segment, your brand will partner with a registered dietitian that will educate and inspire viewers on a specific topic. While the RD will be able to speak on behalf of the nutritional facts of your products, you are able to craft the messaging to ensure you are highlighting all the key messages that are important to your brand. By having this local or national reach, you are able to drive viewers to a specific retailer in search of your products.
Social influencers becoming brand ambassadors
We’ve said this time and time again, but smaller influencers can reap huge results for your brand when executed properly. When you align yourself with influencers who are on the same mission as your brand, you can reach and persuade a new pool of shoppers. Once you’ve established these relationships, we’ve noticed that many of the influencer’s followers will ask where they can find your products – insert retailers. Therefore, by investing in an influencer marketing strategy, you are elevating brand awareness while also driving a demand.
These are just a few public relation investments that could strengthen your retailer relationships. While we understand you may still be trying to justify why your company needs PR, we’d love to be a resource to help advocate this investment. Drop us a comment down below or reach out to firstname.lastname@example.org for more information on how public relations can be a resource for your brand and retail relationships alike!