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Marketing to architects presenation at CIMCIG event, February 2011. Presented by Anna Hern, Ridgemount PR
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Anna Hern
The Changing face of PR
Please note......
This is only a power point – it is not intended to stand alone and only makes sense as part of a live presentation.
If you would like to see the full presentation – and therefore understand the argument – please contact me.
[email protected] 8943 9349
Some familiar faces
Over 70% of architects read journals regularly
72% of readers look for technical information
96% read new product information
Gaining coverage
Press relations:Sublime writing
Technical understanding
Market knowledgeEditorial contacts
Persuasive selling
Technical features
ABC&D Building Products HABM
Case study potential
Building
Independent.co.ukBuilding Design
AJ/Footprints
Using all the channels
1. Set the objective2. Find the audience3. Identify the channels4. Deliver the content5. Measure the results
Blogs, ezines, press relations, link-building
3 Weeks after launch: 70 registered teachers from 45 colleges
1,145 student log-ins
Paid-for content
Press relations
Media Buying
Leveraging the database
Press relations
Media buyingPublishing
High quality database
Totally measurable
Interactive when appropriate
Refining content
Engagement
CPD 92%Online seminar 21%
Exhibitions 42%
Social Media: Facebook 39% Linked in 33% Twitter* 14%
*38% not allowed to use social networks at work
23,000 UK architects11,329 practices50% employed in
practices of less than 10Government construction statistics 2009
How many conversations can you
have?
Search engines
Are search engines used to identify
products?No 4%Yes 96%
Search engine used the most
.Bing
Yahoo
2%
2%
96%
2%
2%
96%
2%
2%
2%
96%
2%
2%
96%
2%
2%2%2%2%2%2%
96%
2%2%2%2%
96%
2%
.Bing
Yahoo
2%
.Bing
Yahoo
2%
2%
96%
2%
2%
96%
.Bing
Yahoo
2%
2%
96%
Search engines
Blog posts
Video / webinar
Website
Press release
s
Blog postsBlog postsBlog postsBlog posts
Source: SMPR
Where PR comes in
Content strategyIdentify keywordsBe specific and consistentEnsure all content is optimised
Use as many distribution channels as you can
Press relationsMedia buying
PublishingSearch engine optimisation
The Future?
Types of PR Content
PR content strategy
Press releases and articles / features
e-zines to database
Video clips / webcasts
Photography
Advertorials, sponsored content
Social networki
ng message
s
Presentation / slide shares
Podcast /Audio bulletins
Webinars
Blog posts
Seminars and lectures events
Anna Hern
Press relationsMedia buying
Publishing
Search engine optimisation
Engagement
ContentContentContent
