If you wanted to buy the latest pair of Louboutin shoes, you probably wouldn’t head to your local Footlocker. Similarly, if you wanted to market your beauty brand, you probably would not buy advertising in gamer magazine. Good marketing is about connecting your product or service with the people who are most innately inclined to want or need it. Good marketing starts, however, with finding people who actually understand the innate wants, needs and desires of your target market.
The best and most successful products meet a need or fill a void in ways that other products do not. Almost all brands will need a good PR firm if they want to grow and expand but choosing the right firm is of critical importance. Here are three tips to help you choose the right public relations firm for your beauty brand.
1. Your public relations firm should actually be in your target demographic
As much as the old saying that opposites attract can be true in some ways, on a much more fundamental level, people are much more attracted to others that are similar to them than dissimilar to them. Yes, we may all have that one friend who is wacky and weird and seems to be our polar opposite but if you dig a little deeper, you might find you have far more in common than not.
Without even realizing it, people make dozens of choices every day that give anyone who is paying attention hundreds of small details about themselves. Choosing a musky scent over a flowery scent tells people something about you. Choosing a coral shade of lipstick over fire engine red says something about you but every one of these decisions is driven by something. Something that only someone just like you would understand. This is how people create their most powerful connections. We see something in someone else that reminds us of ourselves and the more like us they are, the more drawn to them we are.
No one will really understand what drives your target market the way someone who is literally in your target market will. Nancy Behrman Communications can help your beauty brand connect best with your target market because we are your target market.
2. Size matters
Large, thriving enterprises generally need to partner with other large, thriving enterprises, while smaller, more personal brands may work better with smaller service providers that can provide them the same level of personalized services that they offer to their clients and consumers. Bigger is not always better but neither is smaller. You want to partner with a PR firm that is just the right size for your needs.
3. Chemistry matters
Just because a PR firm operates within your demographic does not automatically mean you will be on the same page when it comes to how you want to market your product or service. The bottom line is, there are just people we work and play better with than others. While you may not necessarily find a PR rep that literally finishes your sentences for you, that would be the goal you want to try and come as close as possible to hitting. Unfortunately, there is just no tried and true formula for finding the right fit, you just know it when it happens.
When choosing a PR firm, you want to make sure they really understand your goals and vision for your company so that they can help you achieve them. Perhaps even more importantly, you also want to be sure they understand your values and that they are also in alignment with them as a company. A PR firm like Nancy Behrman Communications understands the unique world that beauty brands operate in and can help guide you and your brand to achieving your goals and vision within the structure of your values.
Getting the right public relations firm to market your beauty brand is of critical importance and not something you want to rush. Before you sign with the biggest, “best” or most recommended firm, take some time to meet with some different firms and see what they have to offer. Even more importantly, make sure they are really the right fit for your brand