Rachel Kay, founder and president of public relations company RKPR, spoke about how brands can leverage the powers of the new digital landscape to drive ecommerce success, during an SFA Maker Prep webinar, titled “Igniting an Integrated Paid and Earned Online Media Program to Support Your eCommerce Business,” last week.
Kay presented cost-effective methods to drive success, in addition to new tools and trends to drive product sales.
“With paid media, also known as advertising, you get most of the control over messaging, design, and frequency…With earned media, formerly known as PR, we can suggest content and provide ideas, but it is up to the reporter or content creator to determine what gets published," said Kay.
The goal for each is different. She noted that paid media raises awareness for a product among consumers that are most likely to purchase it; however, the aim with earned media is securing an unbiased recommendation, either in print or on digital media platforms, that acts as a stronger endorsement.
Earned media campaigns can take many forms, including sending products or ideas to newspapers or companies relevant to your brand or finding influencers on social media platforms and working on a campaign together. Kay highlighted that, along with a strong sales strategy, it is paramount that one uses the method that best interacts with where the brand’s users are to drive results, whether that be on Facebook, Instagram, Pinterest, Twitter, TikTok. Moreover, when working with an influencer, taking the time to find someone that is passionate about your product, and who has an audience that fits your demographics, is crucial.
Kay stressed the power of influencer endorsement, citing the statistic that 80 percent of consumers purchased something after having seen it recommended by an influencer.
Kay analyzed a series of new brands that realized success through cohesive media programs. As an example of a creative earned media campaign, she cited Country Archer Provisions, an artisan beef jerky company, that commissioned a portrait of Today’s show hosts made out of beef jerky, to help advertise the product. It was featured in a news segment. Kay highlighted that creativity can be more effective than a large budget.
To learn more about how to harness the capabilities of online media, watch the webinar on demand in SFA’s Learning Center.
Related: Q&A: Leveraging Paid and Earned Media for Specialty Food Businesses; SFA Blog Post: Key Trends Driving the Specialty Food Market