Promo Marketing Feature: Promo Buyers’ Expectations…Can You Meet Their New Demands?

Gone are the days that distributors and their end buyers accept a supplier’s word that its products are socially compliant, safe, of high quality and environmentally conscious. Promo buyers are demanding verification throughout the entire supply chain to prove the promotional products they purchase will enhance—and not harm—their brands.

As part of my role as QCA’s fractional marketing director, I was responsible for creating an earned media strategy that included publishing articles in several NAPCO titles. For the Promo Marketing article “Promo Buyers’ Expectations: Can You Meet Their New Demands?,” I talk about understanding your responsibilities and how to prepare yourself to meet buyer demands for brand safety. Don’t miss it. Read the story here.

Takeaway: Content matters. And having additional ways of sharing your thought leadership beyond your own blog matters, too. By establishing relationships with industry publications and working with them on earned media opportunities, you can reach new audiences while building your brand, sharing your expertise and boosting your online reputation.

What’s Next: Media relations complements all your other marketing initiatives—websites, blogging, social media, email blasts, catalogs, printed collateral, direct mail campaigns and events. Regardless of economic climate, a targeted media relations plan can make effective use of your marketing dollars at a fraction of the cost of advertising. Plus, the implied third-party endorsement of being featured in publications positively impacts your corporate credibility.

If you’re interested in becoming the go-to expert for your favorite publications, we can develop a strategy that aligns your knowledge with the publications’ needs to craft a targeted pitch of your expertise. Then we can ghostwrite the articles when they say “yes!” Contact us to learn how we can work together.

Feedback: What did you think of this article? Do you use earned media as a part of your marketing strategy? If so, how do you use these articles to support the sales process? We’d love to learn more about your experience working with the media as well as how this article resonated with you. Drop us a line here and let’s get the conversation going.

Like this? Please share it on social media so others can benefit, too.