Consumers look for up to 15 points of information when evaluating a product. Between the noise of a cluttered marketplace, fake news and consumers becoming increasingly progressive when it comes to product research, brands need to implement creative approaches to stand out. In fact, in this McKinsey study,  37% of consumers said they rely on word-of-mouth recommendations and online or offline reviews during the evaluation phase to help them decide which product to purchase.
Fitness company Les Mills selected Portavoce PR to introduce Good Protein, a protein powder with just 6 ingredients, to health- and fitness-oriented consumers in the U.S. The goals of the three-month PR project were:
- Build awareness and increase brand awareness of Good Protein
- Motivate people to purchase Good Protein
- Establish Good Protein experts as sources of innovative research and information
A strategic public relations plan was implemented, including broadcast coverage and audience giveaways and product sampling to generate positive product reviews. The agency team also worked with the founder to write and place by-line articles about nutrition trends. Lastly, Portavoce PR leveraged the founder’s credentials and certifications to position her as an expert source for journalists and editors writing about health and fitness products.
The results – a variety of coverage, including placements featuring input from an interview with the expert and complete byline article submissions approved by the expert. During the three-month campaign, Portavoce PR secured several media hits with a cumulative audience reach of 11.6 million.
Similar tactics are also successful when executing a business-to-business thought leadership campaign. Look for experts with qualifications like a Lean Six Sigma training certification, academic degrees or industry-specific rankings that elevate the expert’s credibility within the pool of media you are pitching.
Whether pitching experts for consumer or trade publications, utilizing internal experts is a great way to secure product mentions and position the brand amongst competitors.