Marketing vs Public Relations: The Difference

Many times people come to us asking for marketing when what they more specifically need is public relations. For instance, a company may be having an annual fundraising concert and ask that we “market the event.” We’d first suggest that the company market to those in its contact database using email marketing campaigns, simple direct mail pieces, and even phone calls. Coming up with a phone script and designing a mail campaign may require some professional input, but this is something that can be handled in-house if the company has the proper staff in place. What we would then tell the company is that we need to develop a public relations campaign for them. To that recommendation, we most often get blank stares or questioning glances. Just ask, “What is the difference between marketing and PR?”

Okay, so here is the difference.

Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand. It includes:

  • Advertising
  • Public Relations
  • Promotions
  • Publicity

In other words, public relations is just one facet of marketing. Most people believe marketing is only about promotion, but it includes everything that one does to effectively identify what customers want, how they want it, and where they will get it. It involves packaging, sales, promotion, and distribution. The four ‘Ps’ of marketing are product, place, price and promotion.

Goals are different.

Marketing: salability, product utility
Public relations: visibility, positive exposure

Channels are different:

Marketing: retail outlets (online or physical stores)
Public relations: media (radio, TV, magazines)

Sales Emphasis is different:

Marketing: directly impacts sales
Focuses on how products are sold, how much they cost, where they are sold, what products look like

Example: changing the price to entice buyers

Public relations: indirectly impact sales
Focuses on how a company or its main representatives interact with target audience, community or stakeholders.

Example: company sponsors a nonprofit initiative

 Similarities:

  • Clearly define and identify target audience
  • Seek to appeal to target audience

Public relations is not the same as advertising either. In advertising, companies pay to have their message placed in the media. In public relations, companies seek to have media organizations (radio, TV, magazines) discuss their products, services or staff in a positive manner. While a company’s mention in the media is free publicity, the cost to have a public relations professional get your company mentioned in the media is not free.

Author and humorist S.H. Simmons explains the differences this way:

“If a young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person and that’s marketing.  If the young man tells his date how handsome, smart and successful he is, that’s advertising.  If someone else tells the young woman how handsome, smart and successful her date is, that’s public relations.”

To determine which of these services you need, always begin with a strategic plan that identifies the pros and cons of using a particular marketing activity. For instance, paying for billboard advertising may be more expensive than public relations, but advertising may be more effective in getting the attention of a particular regional audience. Research and planning will save people lots of time and money in identifying the best means to identify and attract a particular audience.

Now that you know the difference in some marketing methods and where to begin your marketing efforts, you can ask better questions and have more realistic expectations of those professionals you hire — like Allwrite.

-Annette Johnson
Allwrite Communications Inc.

How to Create a Successful ‘Call to Action’

The goal of advertising is to persuade an audience (viewers, readers or listeners) to take some desired action with respect to products, services or ideas. The initial step is to establish a product’s value in the mind of the audience. Once that is accomplished, the audience is given a call to action, which tells the audience to do something. You see them all the time:

  • Order today
  • Call now
  • Download here
  • Click here
  • Get a free trial
  • Join today
  • Try it for free

An effective call to action results in the audience achieving your conversion goal (buying, registering, etc.). To create a successful call to action, here are ten questions you must ask yourself:

What do you want the customer to do? Call, Buy, Register, Subscribe, Donate

What situation does this product address in a person’s life?

Identify a problem and show how your product, service or idea solves that problem.

Identify a need and show how your product, service or idea meets that need.

How will I appeal to the target audience? logical appeals are based on rational arguments that support sets of assumptions already accepted by the audience (using studies or product reviews to establish value) ; emotional appeals are based on the ability to trigger an audience’s emotions (humor, fear, sympathy, pride, etc.); and ethical appeals are based on shared moral values and call upon an audience’s sense of right, justice, and virtue (i.e. Buy American campaigns).

What are the benefits of responding to the call to action? Information, Membership, Satisfaction, Guarantee, Exposure

What can I use as an incentive to get the audience to act? Offer a little something extra, such as a t-shirt or free shipping. Try to induce urgency (offer expires soon) but not force (you won’t get this chance again).

How should I design the call to action?

  • Use action verbs
  • Use graphic elements, such as distinct buttons, banners or images
  • Make it prominent on the page using (1) position,  (2) spacing, (3) size, and (4) color to isolate the appeal or make it distinct. For instance, putting the call to action within white space, on a big orange button at the top of the page will surely get attention.
  • Be simple, not too many words. Treat this as if you were shouting a command: “Get it right now!”
  • Be consistent. Use the same color and style for the call to action on other pages or formats. Use at least one call to action on every page of your website, modifying it only to correlate with the page content.

Suppose the person has to make a choice before taking action?

Simplify the choices by using a chart, for example, to show the benefits of different options. Limit the number of choices by using a package method rather than a la carte.

Suppose I have more than one thing I want the customer to do?

Do this in steps on different pages rather than all at once. For instance: Register, Confirm, Order.

What are the best call to action phrases?

Don’t use the same call to action because your competitor is using it or because it is popular.  Also, don’t offer a new product or service simply based on another company’s call to action. Your call to action should be based solely on what you can offer and/or do offer with superior quality and service. If your company has none or only one expert on a particular subject, you should probably not advertise, saying, “Get expert advice.”

How will my call to action affect my brand appeal?

Branding involves the use of an image or product name in an effort to associate certain qualities with the brand.  Thus, a call to action must be chosen to align and complement your brand. Certain high-end clothing stores, for instance, will not offer discount coupons. Instead, the company’s site may ask you to register for a gold membership card.

 

You know a little, but now are you ready to get it done right?

You need to learn how to implement a successful call to action in your advertising campaign on your website, printed materials and so on. The truth is, you can’t afford not to get this right!

Contact us at 678-904-7477 to get more information about how we can help you create an effective online advertising campaign.

How to Create an Affordable Commercial

How to Create an Affordable Commercial

In order to get noticed in the digital age, it’s vital to have an online presence. Whether you’re promoting a service, product or yourself, you want to make sure you have a commercial or some type of promotional video to give people a quick introduction to your product. As you know, good commercials can be very expensive to produce, costing anywhere from several thousand to hundreds of thousands. However, here’s how you can make your own commercial at little to no cost:

1. Use informational slides.

You can use informational slides to explain your product. However, no one likes to read long winding strings of text that go on and on. Get to the point. Describe your product as briefly as possible.

2. Use stock music and images.

Use images to bring some life to your words. However, make sure the images are stock images so you don’t run into any legal issues. You can find many free images online (through sites like morguefile or SXC), or you can sign up for stock image sites (such as dreamstime) for a small fee.

3. Use voiceover.

A voiceover is a great way to deliver your message with greater appeal. If you cannot afford a voiceover actor, you can do the voiceover yourself. Another option to engage the audience is through music. You can often find free stock music through the video editing program you use (such as iMovie, etc.) or online (through sites such as incompetech or audiomicro).

4. If you use actors, use one single location.

If you do have willing, free talent (who may be easy to acquire on sites like Craigslist), try to keep them in one location. You can also cut down on cost by filming in a public space, such as a park or a street. Be careful about filming in restaurants or cafes, as they often require permission from the owner.

5. Market using social media.

Marketing is one of the most important parts of constructing your promotional video. Be sure to use as many free social media sites (such as Facebook or Twitter) as possible to market your video.

With these five steps, you should be able to gather resources to create an exciting, attention-grabbing commercial within your budget. Another major consideration is content. What should you focus on in the video: the commodity; its features or benefits; the competition; the business; and so forth? You may need the help of a professional for this. For information on how to get a professionally made promotional video, contact us at allwriteadverising.com.