January is a time when many companies begin to roll out plans for the year ahead, and for many this means looking at marketing activities.  In the wireless dealer market, those activities traditionally have revolved around advertising and direct mail.  These are tried and true marketing vehicles with which you are all accustomed.  Could this be the year that you distance yourself from the competition by taking a fresh look at your marketing options?
 
Why consider PR?
 
While advertising can be highly targeted, public relations is more flexible and can be incorporated in a variety of settings including newspapers, magazines, television, the Internet and even speaking opportunities. The benefits of a public relations program include:
 
·         Raising awareness among potential partners, customers and staff
·         Improving credibility within your community
·         Positioning your company positively versus the competition
·         Addressing questions and challenges proactively
 
Creativity plays a large part in the success of a PR program. A PR team can use many different angles to get your business visibility including specific company news, industry trends or issues and consumer data. Creative tactics include offering “expert quotes” to press contacts for relevant articles, a product review, developing and placing a contributed article, or an issues-oriented response to a recent news event or competitive development.
 
Contributed articles or viewpoint pieces are often one of the most overlooked facets of public relations, but when implemented they often become a part of the PR program that makes the biggest impact.  The first thing you should do when planning a contributed article is to identify a topic that is relevant and compelling – and one that aligns with your company’s business focus. Look around the industry to see what consumers are talking about or what technologies and services they’re most interested in. Writing on topics of interest to consumers demonstrates leadership and understanding and makes the right impression on potential customers.
 
PR also gives your businesses more budget flexibility than other marketing activities. The amount of visibility generated versus the monetary investment tends to show very positive ROI.  PR can be a valuable option for companies with limited budgets and/or few in-house resources.  Still, businesses must find the right PR counsel and set realistic expectations. 
 
A blended approach works best
 
For many companies, it makes sense to blend PR with other new marketing and business development approaches.  Direct mail, advertising, public relations and other marketing communications activities can all be an important part of your business’ effort to gain visibility and attract customers. Increasingly, companies are finding that an integrated approach works best.  The combination of paid and third-party endorsement afforded by a successful PR program makes a powerful impression on your customers. When your target audience sees your name and offerings in a mix of settings, chances are greater that they will remember you and check you out.

For more information about how Topaz Partners can help improve your Marketing and PR for your wireless business please contact Kevin Whalen at:     kwhalen@topazpartners.com