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Use Trends to Counteract Seasonal Cycles
The products and services sold by many businesses are seasonal in nature. This can be a real challenge for a marketing communications campaign. But companies don’t pay for protestations of what a challenge it is to generate media coverage. They pay for results.
One method to help generate those results is to identify a trend and plug a company’s story into it. In contrast to a news event, a trend is a social, economic, political or cultural development that builds over time and is of interest for a sustained period. Ideally, a company’s story is so in tune with the trend that the company becomes the very embodiment of this larger phenomenon.
One such trend is the effect of technology-driven productivity on the US job market. Our client Texacan Beef & Pork Co.’s smoked meats plant is designed around wireless and other leading-edge technologies. We used the story of how Texacan uses these technologies to enhance productivity, reduce labor costs and drive sales to catch the eye of National Public Radio (NPR). On April 11, NPR ran a five and a half minute feature on Texacan and its owner as part of its series on job creation. http://www.npr.org/rundowns/segment.php?wfId=1832791.
The NPR piece has generated thousands of hits on Texacan’s web site, www.texacan.com, as well as inquires from major retail outlets. The national feature story has sustained momentum in a period when the media is not especially open to outdoor-themed food stories.
There is never an off season for a disciplined, aggressive public relations campaign.
If you’d like to learn more about how PR can work for your organization, contact Principor Communications at 202-595-9008 or info@principor.com.
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