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3 STEPS TO OWN THAT COMEBACK
Tongues were definitely wagging when yet another familiar franchise pulled out of sunny Singapore overnight, much to the dismay of many diehard fans. Thankfully, it seems that brands can’t stand being away for long and return so quickly, it’s almost like they never left. Almost!
So how do you effectively pull off the return of a brand?
Here are three ways to nail the comeback, taking cues from the recent campaign we spearheaded with comeback kid of 2017, Gong Cha Singapore.
1. CREATE HYPE
While brands may not necessarily have a choice when they exit, they do have a choice on how they can return with a bang. Go hard or go home; Make a ruckus. It is crucial that the brand announces its return on its own channels but of even greater importance is to engage the loyal customer base to help share the news. The easiest channel? Digital! Create content worth sharing (hint: launch date / special promos), pump some money behind it for additional reach and the rest is history! In the case of Gong Cha, we also took it offline by seeding products to the media and influencers.
After you’ve gotten likes, comments, shares, reactions, excited emojis by the thousands, the next step is the actual launch day. Throw a VIP-only party for media, influencers, and partners as these KOL will help get the word out.
2. REWARD BRAND ENTHUSIASTS
Singaporeans take their F&B very seriously. Brands can’t come and go and expect customers to be patiently waiting like a forlorn lover. If there’s any intent to return, never drop off fans by closing your digital sites. While planning a return, constant conversations with fans can help shape an eventful comeback.
Additionally, brands must be the ones showing loyalty. Giving back to customers is always a nice gesture. In Gong Cha’s case, we knew who their customers were and what they were looking for. With this information, we formulated and executed our plan in a targeted approach. The results? Snaking queues the day of the launch, with some even comparing it to the launch of an iPhone.
3. SOMETHING OLD, SOMETHING NEW
Yes, the brand is back! After the initial two minutes of rejoicing, what now? It’s not enough for the brand to come back resuming status quo. Give people something more to talk about! New design – check! More variety – check! Innovative initiatives to benefit the community – check!
With Gong Cha, the introduction of highly instagrammable flavours like the Purple Sweet Potato Latte and Strawberry Popcorn added to the hype. When the new introductions are a hit, it’s also a promise to customers that you’re back and even better than before.
There you have it! A three step guide to successfully bringing a brand back into the market. P.S. Llaollao, hit us up at 6339 2883.
In today’s tech-savvy and hyperpersonalized digital age, the PR industry is forced to evolve. Like it or not, the PR industry is going digital. With this, what are some of the impacts and considerations for PR professionals to look out for?
- PR Metrics
Traditionally, advertising value equivalency (AVE) is used as a quantifiable metric to put a value to PR outcomes. This metric involved numbers and was appealing to the top management who needed to put a value to their earned media coverage. However, here’s the problem. AVE is a misrepresentation of PR outcomes as AVEs can be overestimated, underestimated or even, not accounted for. This is also why the PR industry is gradually abandoning the AVE metric system.
Today, PR outcomes are better measured against three measurements. These are
- Brand impact
- Digital impact
- Bottom line impact
On the top of the funnel is brand impact, a term familiar to many PR professionals. It captures things like awareness, mindshare, and reputation. Yet, here lies the issue. These elements are intangible and have not been very well understood by the top management. To really drive home the impact of PR efforts in a tangible manner, PR needs to assess PR-driven traffic, social amplification, influenced pipeline, conversions, and revenue; all of which belong to the lower two tiers of the Communicator’s funnel (Refer to figure 1).
Figure 1: Communicator’s Funnel
What does this mean for PR professionals
The prevalence of going digital suggests the need for PR pros to re-look at their PR metrics. Whilst AVE is gradually becoming irrelevant in today’s digitized landscape, there is a need to take on other forms of measurements to better capture PR outcomes within the digital milieu.
- Evolution of the Press Release
Press releases used to be the go-to method for PR professionals to get their news in the hands of the media. They were typically shared in bulk and waiting for a media to ‘pick up’ on the press release. However, long gone are the days where PR pros mass send their press releases.
According to tech website Gizmodo, PR professionals in 2014 outnumbered journalists five to one. To make things worse, the number of journalists is expected to decline by 9% over the next ten years. Now, what does this mean? It simply means that the numbers are stacked against the PR pros as it becomes more competitive to stand out from the massive number of press releases journalists receive every day. It is no longer wise to spam the journalists which could further erode trust between PR pros and journalists.
What can we do about it?
Creativity, rather than quantity, is preferred as brands and agencies ‘fight’ to stand out amongst the many press releases journalists receive. The new alternative is to target the relevant journalists and influencers to increase the relevancy of pitches with outreach that is personalized. This can better ensure increasing response rates and earned media hits.
To embrace the digital landscape, PR pros will need to rely more on data-led tools and analytics for better strategizing so as to achieve better PR outcomes. Put it simply, PR has already and is likely to continue creeping its way into the tech space where social listening and the likes will gradually find their way onto our PR checklist. Till then, embrace the change!
TRENDKITE (2018). AVE is a Mirage: And Other Radical Shifts in Public Relations. TRENDKITE.
The World in 2018, the annual publication from The Economist, predicts that 2018 will be a nerve-jangling year as people across the world attempt to escape the tensions of politics and the frenzies of technology. But the world can also look forward to an economy growing at a respectable pace and the distraction of global events including the Winter Olympics and the World Cup.
Daniel Franklin, editor of The World in 2018, said: “It will be a critical year on many fronts, including North Korea’s nuclear challenge, the Brexit negotiations, China’s economic reforms and America’s mid-term elections as well as the presidential polls in Brazil and Mexico. We will see intriguing battles for influence, ideas and leadership.”
Twelve global themes for 2018 are:
1) Trumpism v Macronisme
We will see competing open v closed world views. While President Donald Trump focuses on his inward-looking “America first” agenda, France’s President Emmanuel Macron promises a new kind of pro-globalisation social contract, one that boosts competition and entrepreneurship while protecting workers who lose out. Mr Macron will emerge as a modern-day equivalent of Teddy Roosevelt, the American president most associated with the Progressive Era.
2) Election game-changers: Brazil, Mexico, Italy and the US mid-terms
Once every 12 years elections in Latin America’s two giants, Brazil and Mexico, coincide; there and in other countries in the region’s big election year voters will demand political renewal and an end to corruption. A messy election in Italy could constrain the country’s economic recovery. In America, the Democrats could triumph in a close contest for the House of Representatives, opening the way for the possible impeachment of Donald Trump.
3) The political and economic cocktail of the Winter Olympics in South Korea and the World Cup in Russia
Two competitions will capture the world’s attention. South Korea will put on the Winter Olympics in the shadow of the North’s nuclear brinkmanship. Russia will stage the FIFA World Cup at a sensitive time in the country’s relations with the West and shortly after an election that will give Vladimir Putin another term as president. In both events, sport will compete with politics.
4) Long good-byes from leaders in Japan, Cuba and Saudi Arabia
Japan’s Emperor Akihito prepares to bow out, Cuba’s President Raúl Castro steps down, Saudi’s King Salman may abdicate. But many leaders who have overstayed their welcome (such as Nicolás Maduro in Venezuela) will try to cling to office.
5) Synchronised global economic growth, at last
Ten years after the start of the Great Recession, a sense of widespread wellness will begin to take hold in the world economy. To many it may feel as if 2018 is just the beginning of the real recovery, but it may in fact be approaching the end: the world economy tends to tip into a recession every eight to ten years, and the last one ended in 2009. The most likely cause of the next dip? Central banks tightening policy too much, too quickly.
6) Crunch time for critical global diplomacy: Brexit, NAFTA and North Korea
Fraught Brexit talks will reach a climax in the autumn of 2018, when a divorce settlement between Britain and the European Union needs to be reached if there is to be time for parliaments to ratify it by the scheduled departure date of March 2019; the chances of a no-deal Brexit are high. The year will show whether NAFTA can survive Donald Trump’s protectionist push. And – most important of all – Mr Trump will have to decide whether to deter or contain a nuclear North Korea seeking the capability to strike the United States.
7) The march of the acronyms: GDPR, MiFID2, COP24, GNH, Remote ID, 5G, AI
New European rules on data (GDPR) and finance (MiFID2, PSD) come into force. A climate-change conference in Poland (COP24) will take stock of progress on the Paris accord. Bhutan starts an intriguing experiment of applying its “gross national happiness” (GNH) to business. And in key tech developments, commercial drones develop faster thanks to rules on remote ID, the next generation of mobile technology (5G) will make its debut at the Winter Olympics and artificial intelligence (AI) will march on into more and more areas.
8) The coming “techlash”
Politicians will turn on the technology giants—Facebook, Google and Amazon in particular—saddling them with fines, regulation and a tougher interpretation of competition rules, in a 21st-century equivalent of America’s antitrust era. There will be broader pressure for transparency about the origin and accuracy of online content. And the tech behemoths’ acquisitions will come under greater scrutiny, as antitrust authorities take a harder line on attempts to squash would-be competitors by buying them.
9) Asian countries top of the league
Asian countries will be world champions in 2018—probably not in football, but in a variety of other areas. Bhutan is forecast to top the league in economic growth; China could overtake Italy to be number one in terms of UNESCO-listed world-heritage sites; and India plans to complete the world’s tallest statue, of Vallabhbhai Patel, a founding father of modern India, in Vadodara in the western state of Gujarat.
10) Signs of the times, from “peak baby” to new adventures in space and at sea
Telling trends of 2018 will include, in demography, a dip in the number of babies born around the world; the rise of private space ventures reflected most dramatically in SpaceX’s plan to send tourists around the Moon; consumers’ preference for oversized cars demonstrated in sport utility vehicles and their close cousins overtaking all other types in sales of new vehicles; and the trend towards gigantism at sea shown in the launch of Prelude FLNG, the world’s biggest vessel, displacing as much water as six aircraft carriers.
11) A new era for medicine
Medical historians of the future will describe 2018 as the year that “advanced” medicines—therapies working upstream on DNA—started to become a reality. The most important landmark will be the approval of the world’s first RNA interference drug, heralding the arrival of a new class of drug. Advances will also come in gene therapies and gene-editing. With luck, too, an old era will end, with the final eradication of polio.
12) Word of the year: Supercalifragilisticexpialidoc
“Mary Poppins Returns”, starring Emily Blunt, will come out in 2018, timed to coincide with the centenary of women’s suffrage in Britain. Its fiery suffragette Mrs Banks would no doubt cheer the political progress women have made since 1964 when the original film appeared – and march onwards with the influence women will have on America’s mid-terms.
@PROIWorldwideOctober 19 , 2018
RT @LansonsLatest: Fascinating talk from Charlotte Rode, @fischerAppelt on why reality is the new digital #PROIinParis #innovative #experie…
@PROIWorldwideOctober 19 , 2018
RT @ClareParsons_: Many thanks to our EMEA @PROIWorldwide colleagues + business leaders for a stimulating 3days. Lets make our 2020 vision…
@PROIWorldwideOctober 19 , 2018
RT @PaulMacca1976: Great to spend a few days discussing best practice with our EMEA @PROIWorldwide partners. There were some brilliant / in…
@PROIWorldwideOctober 19 , 2018
RT @ClareParsons_: Fast work Angela @SPNComms ! From @PROIWorldwide + me in Paris to Barcelona for @ipraofficial awards. By chance, b…
@PROIWorldwideOctober 18 , 2018
Thank you @wellcom for the warm welcome + berets! #PROIinParis #PROIsummit https://t.co/XDIaFgJEmi