6 Times When Your Company Is Ready For a PR Agency or Marketing Firm

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Should I Hire a PR Agency or Marketing Firm?

Should your Start-up Hire a PR Agency or a Marketing Firm?

We speak to businesses all the time asking us if they’re ready for us and often times, the answer is “no, not yet.” So, how do you know if you’re ready for an agency? We specialize in working with organizations with ambitious growth goals, so we’re in a good position to know what works and what doesn’t.

6 Signs Your Ready for a Public Relations or Marketing Agency

You Have A Proven Business Model/Product

It’s easy to think that if you had a PR agency or marketing company running things you’d have those customers you need to prove your product works. But if you haven’t been able to get a grass-roots movement on your product, the question is whether the product is viable and whether more exposure means more users/customers or not. There are simply times when throwing money at an exposure metric just isn’t the right thing at the right time.

Plus, it’s important for you, the founder, to get out there and get feedback on your product. You’ll learn things about your customers and your product that you really need to know. You should have a stable team and at least some certainty that the market wants your product. If you’re unsure, it’s too early for an agency.

It’s A Race To The Best Brand

There are some industries where the biggest distinguishing factor for your product is the brand, the emotional response customers have to your product and style. In these situations where you need scale and fast, having an agency is important because you’ll need consistent execution that also adheres to a strategy.

You Have A Story To Tell

It’s heartbreakingly true: starting a company is not news. Globally, there are about 11,000 startups per hour every single day. You hear about 1/100,000,000 of them with any regular basis. The ONLY way to cut through the clutter is to have a real story. You something truly compelling, because journalists are soooo tired of hearing about “the <insert adjective> new CEO taking <insert startup community or vertical> by storm.

If you THINK you have a story, but need some help, call us. We offer a consulting strategy service that will help you flesh out your story and we can help you determine if there are any other gems.

You Have The Internal Resources and Assets

This is the moment when you’re probably considering hiring an internal team, but you realize hiring this group of people would require you to take your eye off your core mission.

Internally, you DO need someone who provides your marketing or PR agency with access. It’s this person’s job to interface with questions and changing directions. They need to be both in the C-level loop and empowered to give direction to the agency, which leads me to the next…

You Have A Budget Over And Above The Monthly Retainer

Whatever you’re spending on a Branding, PR or Marketing execution, plan on at least another 30%-40% for activation and assets. In the PR world, you’ll need assets (video, images, studies), events and press services. In the marketing world, it’s one thing to create the content, it’s another thing to make sure it get’s seen.

We provide an audit and a digital strategy program which allows brands to take the roadmap and either implement it for themselves or hire us (or another agency), this plan usually includes competitive analysis, campaign ideas, best practices for everything from content development to advertising.

You Have a Campaign or Project That Needs Person Power

The best time for a PR and Marketing Agency to come on board is when you need a variety of different skill sets, and you need them fast. Sometimes, you have an idea or campaign that you need help executing. Hiring an agency to identify opportunities, solutions (and potential pitfalls) is a good idea here because you’ll get that execution boost you need without having to recruit and hire a team. You need a team of specialists, amazing writers, creative graphic designers, analytics interpreters and you don’t need any of them full-time, nor do you have time to manage this in-house team of creatives, but you do need them.

How to Decide: PR, Marketing or Branding?

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Poodle Mafia Marketing Branding PR for Startups Movements and Personalities - Miss Piggy Quote

At Poodle Mafia, we offer those services to our clients, but sometimes we find our clients think they need one thing when what they actually need is another. So what’s the difference and when should you use each as a strategy.

In truth, your business probably needs ongoing campaigns for each of those, but breaking it down helps prioritize.

What’s the difference between marketing, branding and PR?

 

Branding: Building Loyalty and Affinity

Many people think creating a logo is the extent of branding, but nothing could be further from the truth. Your brand is your company’s personality.

Branding drives the emotional response your audience has to your message and brand. Branding means having a solid understanding of your audience, their emotional triggers. Branding will touch every single thing you do in marketing and PR too. Think about your social media voice – is it sassy or supportive? That’s a branding decision.

A strong brand has a clear voice and gives their customers something they can self-identify with. When your brand fits into their self-story of how they seem themselves you’ll increase affinity and loyalty. The strongest brands have simple identities that rarely change. Think: Coca-Cola (happiness), Apple (innovation) Lady Gaga (acceptance). The strongest brands also always consider their brand when making big decisions (is this consistent with our brand and our customer’s expectations of us?)

All of the below-mentioned tools will support a brand initiative, the biggest key to a branding initiative is to be sure your company has complete clarity on the audience, key messages, and the desired emotional connection. Branding initiatives may include a call to action, but most prominently elicit an emotional reaction or response.

  • Website: with an emphasis design and layout that matches desired emotional response
  • Content: whether 3rd party or branded, designed and selected to enhance brand’s status in the customer’s mind
  • Advertising: with an emphasis on “WHY” the brand is relevant rather than the “how or where”
  • Events: designed with imprint a memorable experience, or attach a brand to a memorable experience, in the customer’s mind, as opposed to a “lead retrieval” strategy

Marketing: Driving Leads

Acquiring leads is job number 1 for marketing. Depending on your product marketing may also be the science/artform of conversion also.
In this bucket, we find top-of-the-funnel tactics including:

DIGITAL 

  • Website: Landing pages with a strong call to action
  • Content: blogging, lead magnets designed to support the customer’s buying cycle
  • Content: Webinars
  • Social Media: with a link-building and custom content emphasis
  • Email marketing: shopping cart abandonment, new product announcements, customer campaigns and promotions
  • Digital Ads: social ads and banner ads with a strong call to action for potential customers
  • Remarketing: including shopping cart abandonment and past and current customers

IN PERSON

  • Tradeshows/Festivals
  • Seminars

When to use marketing tactics:
Use marketing when your sales people are trained and ready to follow up with leads. Training your sales people to understand the lead source and where the customer is in the decision-making funnel will help increase conversion. Notice one of the key differences between marketing and branding content is the use of a strong call to action.

PR: Influence & Social Proof


PR is the art of influence and raising awareness. It’s the ultimate in social proof.

In this bucket, we find tactics like:

  • Events: brand-hosted events for customers, community or likely customers
  • Word of Mouth: campaigns that get people talking about your product, brand and key message
  • Media Relations: relationship building with journalists, writers, and bloggers with an emphasis on collaboration
  • Social Media: with an emphasis on key messaging and influencing the market

In PR you may not get editorial control, so don’t count on a strong call to action, although you may get a link or product recommendation, it will rarely come with a heavy sales action. The best PR is earned PR which means it didn’t come with a quid-pro-quo and that’s part of what gives PR enhanced credibility over marketing.

It’s not as if these tactics aren’t supportive of one another (of COURSE you can get leads from PR tactics), but your overall mix will be determined by your brand’s maturity, customers, and community among other things.

Have more questions about how and when to use these tactics? Get in touch with us.