Archive | Public Relations

What’s in a Name?

The sadist in me salivates over listening to poor call centre employees trying very hard to pronounce our company name, EM Between. If you have ever had a long or unusual name or surname, you will completely understand my pain! Growing up our maiden name was “Connellan”…sounds fairly simple, yes? No! We’ve had our fair share of, “Hello Miss Cornelian…Cannelon, Cone-lan…” the list is endless. So, when my sister started her own business (a whopping 14 years ago) knowing that she (Emma) was in-between, aka, the ‘middle man’ connecting her client’s brands to the media, the obvious choice was…EM Between Communications!

And thus, began the start of her budding Public Relations Consultancy! I love watching people’s expressions when I explain the meaning behind the name, that we are not in-between but EM Between, that “a-haa” moment when the penny drops and the light bulb comes on is priceless! As Shakespeare once said, “would a rose by any other name smell as sweet” Well, in this industry, I do believe that a name is important, and since Emma is the owner/face of the business, I most certainly wouldn’t change it…even if those poor unfortunate cold callers battle to pronounce it (insert evil laugh!) – Nicci Hosking

Pistorius and the art of PR – by Chris Moerdyk

When it comes to sentencing time in major court cases, juries and judges always look for remorse from the accused. It’s a really big thing when it comes to mitigation of sentence. And it seems to me that Oscar Pistorius and his legal team are taking no chances.

Just looking at the trial from an unbiased PR point of view, there are any number of clues suggesting that not only is advocate Barry Roux and his defence team on the ball when it comes to uber-nitpicking by boring into the very souls of prosecution witnesses, but they are also masters of the art of public relations, body language and the power of perception.

A powerful tool
For a start there is Oscar’s immaculate pin-striped suit. It must be dreadfully uncomfortable but vitally important to demonstrate respect for the law, the justice system and the judge.

Oscar’s demeanour throughout the trial has been one of tearful and silent humility – a powerful tool these days. Humility has become a trait that no longer portrays weaknesses but rather strength and admiration.

Pope Francis is a living, breathing example of this – as is any PR savvy corporate CEO trying to defend an indefensible cockup in his company. Only politicians seem to not have embraced it.

When Oscar started throwing up into a bucket in the court room, everyone from the judge to the media and public were taken aback. Most were unquestioning and viewed this as stress-related. A few however, questioned whether it was a put-on. Just another bit of PR. Frankly, I was surprised that the prosecution didn’t ask for a medical examination of the accused to ensure that nothing was used to induce vomiting.

The big PR giveaway
But, whether or not the vomiting was put up or not is beside the point because the big PR giveaway in my opinion, was the fact that Oscar and his defence team insisted that he would prefer to stick it out and stay in court instead of being allowed to remove himself as the judge offered. That is called leveraging a situation for maximum PR point-scoring…

I have to say that I also wondered how the bucket got to be put next to Oscar before he started throwing up. Maybe he complained of feeling nauseous or perhaps he knew what was going to happen when the pathologist took the stand.

I remember from my early days as a court reporter, being regaled by attorneys and advocates with stories of the extent to which they leveraged all manner of emotions to help win their cases. And after that years in the marketing and particularly the PR business I tend to look beyond the obvious to read between the lines. Or, as my friend Malcolm Russell put it in his book “reading between the lies”.

The Pistorius case is full of spin, PR and body language. Not that there is anything wrong with that. It’s perfectly legitimate. Roux himself is clearly giving it his all. He has obviously done his homework and one has to applaud him for his attention to detail.

He is also not shy of publicity, with newspaper photographs of him outside the court surrounded by an adoring public wanting to take selfies with him. In fairly crass terms, the purpose of marketing and particular elements of marketing such as advertising and PR, is to positively manipulate emotions in an effort to win hearts and minds.

It is fascinating to watch just how much PR, spin and emotional manipulation is being presented in this case.

Keep your PR at all costs BY: PETER MANN

If you cut your public relations budget in these tough economic times, you are doing the wrong thing. Rather cut everything else and keep your PR.

Obviously, PR practitioners would say that – but there is a reason other than simple commercial self-interest. Quite simply your public relations activities, with all they encompass, are the most cost effective and efficient tools in your marketing armoury.

Why? Well let’s start with media relations including social media.

It is well known that the media are way more believable than advertising – and yes, even all the wild rumour-mongering on twitter is founded on news, supposed citizen journalism. The media don’t only provide us with information, they tell us what to think about that information and our world. 

We use them to process, to order and make sense of our world, to form our opinions – whether it be about e-tolling, Nkandla, the on-off courtship between the DA and Agang and even which kind of car to buy or which brand to use.

PR predominates

In 2010, a study by academic Dr Robert W. McChesney, and journalist John Nichols found that there were four PR people for every journalist in the US. The ratio of public relations professionals to journalists jumped from 1.2-to-1 in 1980 to 4-to-1 in 2010.

Some 86% of all news stories that were printed or aired by Baltimore media in 2008 originated from what Nichols, the associate editor of Capital Times, the daily newspaper in Madison, Wisconsin, called “higher authorities,” such as public relations firms or corporate press releases. 

He said (rudely if you are a PR professional or even a journalist) that the study, which was conducted by the Pew Research Centre for the People and the Press, showed that traditional journalism had been reduced to “stenography”, and saw it as a threat to democracy.

The situation is hardly different in South Africa. Massive retrenchments and rationalisations in media groups are decimating journalism. 

All the media rely more and more on people like us to provide them with content and more and more we are producing our own content and distributing it ourselves.

‘Ad? What ad?’

When we media train our clients, we play a little game. We give them a newspaper and ask them to read the front page for a period of time – saying we are going to question them about it. We ask a number of questions and then ask them to identify the three ads on the front page. 

According to the newspaper’s rate card those three ads cost R50,000 per day – yet virtually none of our very many trainees even notice them.

We then discuss with them the sources of the stories in that edition of that day. Most of them come not from journalistic excellence – but from announcements made by people like us. 

It’s fashionable to talk about the decline in journalism as though it is something new, but that is just nonsense. I was a journalist for 15 years before I crossed to the PR dark side 25 years ago – and trust me it’s not new. I well remember a former chairman of the now defunct Argus company saying one “can find a journalist in any gutter”, such was his love of his employees – and we relied, reluctantly, on the PR industry for just as many stories as journalists of today rely, reluctantly, on us. 

What has changed is…

What has changed is social media and the massive, non-advertising-based effect it is having on communication. The skills needed to deal with social media are PR, not advertising skills.

It’s the same in all forms of paid-for media. The age of interruption advertising is over. We are in the age of conversations with individuals who judge us and our products and our actions…We call it the age of reference, not deference:

• What do you do with your PVR? You fast-forward through the ads. 
• What do you do with those billboards? You just tune them out. 
• You never open the sponsored links after a Google search; and you go to movies late, buying your popcorn so you don’t have to endure the same old dreary ads!

So why would you collectively want to keep on spending R36bn on advertising in a declining economy, when cost-effective alternate “free” or earned media can provide equivalent reach and frequency with 10 times the credibility?

• It makes no sense to cut your PR. Cut your advertising instead. 
• Remind yourself that ad agencies don’t advertise – they do PR!

And I haven’t even got into all the other things that PR delivers that advertising doesn’t – like effective social media conversations, proper stakeholder mapping and management with crafted messages and tools for each audience; crisis and issues management, and about a thousand other things. 

So give yourself a surprise in this looming downturn: 
• Get yourself a decent PR agency. Challenge them to create a strategy for you and put it at the centre of your marketing and communication effort. 
• Only buy advertising when you absolutely have to. 

You’ll be astounded at the results.

Why hire a PR Agency?

On top of every other function that you need to perform within your business, do you really have the time and resources to function as your own PR as well? Chances are, you don’t. Today we look at the benefits of hiring a PR agency as opposed to handling all your PR yourself.

Hiring a PR agency: the advantages
According to Canadian PR practitioner, Kelly Fletcher, “The question of hiring an in-house PR professional or outsourcing to an agency is trickier now than ever before. As the media has dramatically evolved, so has the public relations industry. It’s no longer as simple as writing a traditional press release and distributing it to the media.” As media relations dynamics evolves, it may become more important than ever to hand your public relations affairs over to a specialist. 

Here are a few important elements which a PR specialist will add to your businesses’ media relations strategy. 

A fresh pair eyes equals a fresh perspective
You and your colleagues may have been mulling over the wording of a press release or how to best pitch a media event to a journalist for a while without being able to give the pitch the edge it needs. An external PR is an outside opinion, who looks at your business with fresh eyes and is able to see public relations opportunities which you may have missed. “Employees become so much a part of the corporate team that they often lose their objectivity. When we come across people like this at client companies we say to ourselves, ‘She’s been drinking the Koolaid for too long,” writes Lucy Siegel, president and CEO of Bridge Global Strategies on the Bridge Buzzblog.

PR’s have invaluable media connections
If you are looking to generate publicity quickly, you will need the expertise of someone who has a network of connections in the media. This person is ideally a seasoned PR professional. Building valuable relationships with journalists is possible but will take some time. On the other hand, an external PR agency will come with those valuable relationships already in place. According to writer, Erin Davis who writes on the Notable blog, “Most of the time, PR people and journalists are even friends. Either way, PR people provide access to an outlet that you may not have so easily available at your fingertips.” 

Valuable Writing skills
“Public relations professionals are good writers – it is a part of the job requirement. Their talent in the art of writing, and subsequent way with words, can make anything (i.e. you, your business or your product) sound like the best thing the world has ever seen,” writes Davis. A talent for the written word may not be one your strong suits, and it is an imperative that any press release which gets pitched to the media is well written.

They do PR best
The most important reason to hire a PR agency is, ultimately that nobody does PR better than a specialist PR agency. According to Mary Reed on, “[A]s a business owner you probably wear a lot of hats, so inevitably you cannot focus all of your attention all of the time on handling public relations for your business.”

Credit: Lindsay de Freitas

Is your company ready to begin using PR?

Does your company need a PR agency? No matter who your company is, the answer should always be yes. Having said that, though, the question is too broad. Instead, you should be asking yourself, when should I begin using PR?

When should your start-up begin using PR?
Unlike the first question posed in the paragraph above, the latter is a little trickier to answer. With that in mind, here are four questions to ask that will help you decide if your company is ready to begin using PR.

Do you understand the competitive landcape?
As Mike Santoro, president of Walker Sands Communications writes on FastCompany one of the steps needed when launching your company is to understand the landscape. “Surprisingly enough, some startups don’t do their homework … It’s imperative you know what else is out there so you can understand how you measure up to the competition.”

If you don’t, you’re likely to feel overwhelmed and out of your depth. Also, a lack of research into the competitive environment will give you unrealistic expectations.

Do you have a working product?
I can understand the enthusiasm that comes with a new product or company. You can’t wait to tell everyone. But hang on. It is no use just jumping into PR and telling your story when you are not sure if your company can deliver.

When it comes to PR, as much as it is a cliché, slow and steady wins the race. Santoro continues: “A good PR firm can initially work with an idea phase product to make it sound interesting and build an early user base, but they can’t give you all of the users or feedback that’s necessary for fine-tuning your product.”

Do you have a compelling story?
Every company needs to have a story. And a compelling one at that. If you find that you don’t, do as Santoro says, develop one. “PR comes into play once you’ve developed a compelling message that is easily understandable and resonates with consumers. At the end of the day, people want to know the ’so what?’”

Erica Swallow, a technology writer agrees in a piece she wrote on Mashable
:“Before sending out any pitches, take time to craft your company’s message. Be able to explain your startup in one sentence so that anyone — techie or not — can understand its purpose,” she writes.

Do you have the right budget?
As much as this question refers more to the subject of which PR firm to chose, it’s still an important that start-up businesses ask it. You need to factor in the cost of doing PR and as Gini Dietrich, founder and CEO of Arment Dietrich writes on SpinSucks, “[i]f you think you’ll just “fit it in,” go back to the drawing board.” 

She continues, “You must have a budget (or at least know how much you’re willing to pay) and understand how you’ll get a return on that investment.” It’s an observation that couldn’t be truer.

By Darren Gilbert

Choosing the right name for your brand!

When considering starting up a business, the most important thing is defining and perfecting the product or service that you will be delivering. Thereafter, there are five aspects regarding the branding and identity of your company that needs careful consideration. Today we focus on the first one – choosing the right brand name.

Choosing the right name for your brand
When deciding on a name for your brand, the best thing to do is to incorporate the essence and ideology of your business into the name without it being too long-winded. Or as Rick Jacobs, principal of Monigle Associates puts it, ”Don’t describe—distinguish.” Jacobs continues to explain that your company’s name “should have the ability to suggest the essence (the unique characteristics) of your company”. 

Many organisations have more than one aspect to their business so the name choosing process can be tricky. However, do not fall into the trap of trying to bring attention to all your services and aspects through your company name. Tito Philips, Jnr, a writer for Naijaprenuersays, “[W]hat you are seeking to achieve is not ‘self-description’ of what your business, product or service is about. But rather, you are seeking to achieve ‘self-imagination’ of what your business, product or service is about.” Jacobs also advises against ‘alphabet soup’, saying. “Unless you are a GE or an IBM with millions to spend on advertising, avoid initials. Real or invented words are many times easier for consumers to remember.”

In addition to the above, you need to attempt to find a brand name which resonates and can function as an advertisement for your brand. This is according to James Dettore, president of the Brand Institute in Boston: “First, it should be able to communicate on its own without a lot of advertising. It has to be easy to pronounce and have neutral to positive associations around the world, or at least in various languages.” 

Jacobs also advises against choosing a comfortable or generic brand name: “If it’s comfortable—forget it. Everyone else will. The most successful names over the long-term are often those that are initially the most controversial (think GoogleYahoo!, Chipotle, and Ikea). When you select a name, you are looking for something to punch through the marketplace clutter, not add to it.” When you are a new in the industry, the thought of choosing a name which doesn’t give your client any insight into what you do may seem scary, but once you’ve become established your unique name will be celebrated, as is the case with Google or Yahoo! 

Lastly, be aware that you will need to do your research when it comes to deciding on the name that will stick. The first name that pops into your head or that of your colleague will not usually be the best choice. Bill Chiaravalle and Barbara Findlay Schenck from Branding For Dummiesadvise that you need to, “get ready to spend some time and even some money, especially if your brand’s going to span a large market area, compete against major brand names, or support a major vision that will take decades to achieve and therefore will live long into the future”.

Ideally, the best thing to do is imagine where you see your company five years from now. Then, carefully chose a name which reflects the vision and ideals which will get your company to that place.

Thanks to: Lindsay de Freitas

Rebounding from a PR disaster

A PR disaster is not something that any brand would ever want to go through. And there is plenty of advice on how to avoid one. However, that doesn’t mean that a brand is guaranteed to never suffer one. With that in mind, it’s important to know how to bounce back if your company does ever find itself in the middle of a PR disaster.

Rebounding from a PR disaster
By Darren Gilbert

One such example of bouncing back well is that of Tiger Woods. Vilified after it was uncovered that he cheated on his wife, from 2009 onwards, Woods’ brand was in free-fall. His sponsors left him; his form dropped and his personal life was a shambles. And yet, now, in 2013, he is back to his best and growing his brand once more.

Admit your mistakes 
As Mike Michalowicz, author of The Pumpkin Plansays, it’s important to, once having gone through any PR disaster, admit that you’re wrong. “When your business makes a major mistake, you need to fess up. And better yet, fess up fast,” he says. At the same time, you need to be genuine in your confession. Only then are you able to move forward.

One only has to look at Lance Armstrong’s ‘confession’ to Oprah about taking drugs. It took years for him to admit it; and even when it did, it didn’t really feel that genuine. Will his brand ever bounce back? Perhaps. But only if he expresses contrition for his actions.

Looking even further back, as Kim Bhasin writes on Business Insider, in 1994, Texxaco employees sued the company for racial discrimination. In response, the CEO, Peter Biljur apologies publically and executives visited their branches to personally apologise to their employees.

Stop, drop and move away
Once you’ve admitted your mistake, immediate stop it and move away. “With your business, when things are bad, clean house and start anew. A fresh starting point is much easier to manage than a mix of your bad past and your new future,” says Michalowicz.

In 1996, a link between a Washington E.coli outbreak and Odwalla’s fresh, unpasteurized apple juice was established. After accepting responsibility, CEO, Stephen Williamson recalled all Odwalla products that contained apple juice. Of course, it cost millions of dollars for his company. However, it was the right thing to do. To give the story a silver lining, in 2001, Coca-Cola bought Odwalla for $186 million.

While stopping the production of a product or simply moving in a different direction may affect your company negatively, this should only be viewed as a short-term loss. Your company and its bottom-line will be better off in the long-run. 

Rebuild your brand from scratch 
In rebuilding your brand, you need to ensure that you are not only teaming up with the right people but also that you are picking the right path. Going back to the case of Tiger Woods, he chose a new coach and reworked his golf swing. On the branding side of things, he started dating Lindsay Vonn who is an established and well-liked sportswoman.

“Nothing can repair your bad brand reputation faster than linking up with an established, trusted brand, says Michalowicz. “If an established brand trusts you, consumers’ reason, they can trust you. As you recover, seek an ally with a strong brand that you can link with.”

4 lessons in PR from the Oscar Pistorius trial

The murder trial of South African paralympian, Oscar Pistorius, has since mid-February, dominated the international media landscape. The reason for this fascination stems from the fact that Pistorius, was the poster boy for overcoming seemingly overwhelming circumstances. Here’s a look at four PR lessons your company can learn from the details around his court case.

4 lessons in PR … from the Oscar Pistorius trial
By Lindsay de Freitas

When in crisis: align your message to avoid internal discord
Immediately after Pistorius had been charged with the murder of his girlfriend, his family began weighing in on different aspects of the case. Oscar’s father, Henke Pistorius, allegedly explained to the UK’s Telegraphnewspaper that “Some of the guns are for hunting and some are for protection, the hand guns. It speaks to the ANC government, look at white crime levels [sic], why protection is so poor in this country, it’s an aspect of our society.” Soon after these comments were made, Oscar’s uncle was quoted assaying that the comments didn’t represent the views of Oscar or the rest of his family. However, by then the damage had been done. By not electing one spokesperson when in crisis, you allow everyone to speak, which can lead to confusion and discord both in your company and among the public.

Do not underestimate the importance of media strategy 
On the day following Pistorius’ arrest, his family hired a PR company. Two weeks later, however, the Pistorius family apparently parted ways with Vuma Public Relations. Upon rumours that the split was motivated by Henke Pistorius’ controversial comments regarding the ANC, Vuma spokesperson, Lunice Johnson, has denied this. Judging by the conflicting statements being made by family members as seen above, it would appear that the Pistorius family, are now (more than ever) in need of a media strategist. And without one, it’s far too easy to make mistakes when dealing with the media.

Be wary of celebrity endorsements
Not many other companies have been more dogged by their celebrity ambassadors going ‘rogue’ than Nike. Nike have had the misfortune of seeing a few of their past brand ambassadors being brought into disrepute: Pistorius, Tiger Woods and Lance Armstrong are just three examples. According to CNN’s Simon Rushton, “Nike is being reminded again that pinning your company reputation on star names is a risky business.” 

If the relationship with your celebrity ambassador turns sour, tread carefully
Soon after the news of Steenkamp’s death and subsequent arrest of Pistorius’, the media looked to Nike and Pistorius’ other sponsors for a reaction. Nike responded by expressing their condolences to the families affected by Steenkamp’s death. Nike South Africa spokesperson, Seruschka Naidoo, responded to questions on Pistorius’s future with Nike by saying saying, “At this moment, it’s a matter that’s being investigated. We’re not speaking about the sponsorship, [there’s an] issue at hand here which is much bigger than a sponsorship.” 

In the case of Woods, Nike stuck by the golfer’s side, and still endorse him today, according to Rushton. Nike also stood with Armstrong throughout his career until the US Anti-Doping Agency came up with enough evidence to show he cheated before they dropped him. This sense of respect towards sensitive situations and loyalty towards brand ambassadors goes a lot further than Nike simply breaking ties with every ambassador who went through turmoil. 

4 Lessons in PR from the Obamas

Barack and Michelle Obama are arguably the world’s most powerful couple. They are at the forefront of international politics and have done so through sheer PR genius. Today we take a look at the four most valuable PR lessons your company can learn from ‘Brand Obama’.

4 lessons in PR from … the Obama’s
Be transparent 
Obama’s term in the Whitehouse has been characterised by transparency and an engagement with the media, something which is unheard of for an American president. According to writer, Evan Carmichael, “The best way to get something is to give something up first. Transparency is no longer just a buzz word, but an imperative for businesses of all sizes. For example, Obama has committed to publish all executive orders and proclamations on the White House website, something unprecedented.” The lesson in Obama’s approach is to allow consumers into every aspect of your organisation’s functioning. Carmichael continues, “Companies often get in their own way trying to hide information they feel is dangerous to their reputation. They are afraid of revealing trade secrets or data that undermine their ability to compete.”

Keep your customer interaction simple and personal
A campaign manager for Obama’s 2008 campaign, David Plouffe, did a series of ‘amateurish’ videos to try and get supporters excited and involved in the campaign. “These were not slick productions but were kept consciously rough-hewn to connect casually,” said Susan Harrow, of PR Secrets, “These videos are similar to the ones friends might send to each other to keep in touch on FacebookYouTube or MySpace.” By opting for casual campaign videos, as oppose to slick video productions the Obama campaign made it their communication to supporters appear personal and conversational.

Know your target markets.
In the run-up to Obama’s campaign for re-election in 2012, team Obama started ‘Operation Vote’ which zoned in on specific demographic groups of the American population who needed to be encouraged to vote. According to Linda Feldman at the Alaska Dispatch, ‘Operation Vote’ focused on “women, blacks, seniors, Hispanics, Asian-Americans, Jews, gays, and young voters”. Feldman explains that the drive sought to target these demographic groups very specifically, “with African-Americans, for example, there was particular outreach at beauty parlours, barber shops, black-owned businesses, and historically black colleges”.

Ensure that your company is passionate about its CSI initiatives
The first lady, Michelle Obama initiated a drive towards getting American children to be more physically active and eating healthier in order to minimise childhood obesity. She describes her ‘Let’s Move’ campaign as a cause very personal to her, “In the end, as First Lady, this isn’t just a policy issue for me. This is a passion. This is my mission. I am determined to work with folks across this country to change the way a generation of kids thinks about food and nutrition.” The problem of childhood obesity is very relevant to a country where fast food outlets are the go-to option for every meal, and team Obama have honed in on the problem and are attempting to remedy it. 

Ten Commandments of promoting your products in store

In this article, Timothy Beattie, General Manager of Pyrotec PackMedia, outlines ten ways to get your product noticed.

In a typical busy and crowded retail environment, products clamour for customers’ attention on over-stocked shelves. The challenge for brand owners and marketers is to distinguish their goods from other similar products on the shelves; not an easy task when you consider the saturated FMCG market, where consumers have hundreds of toothpaste, alcohol and cosmetic brands to choose from.

‘There are several important factors to consider in terms of ensuring your products are getting noticed in stores,’ says Beattie. ‘These Ten Commandments will assist you in giving your brand the best possible chance of success in terms of attracting the attention of your target audience.’

Ten Commandments of promoting your products in store:

  1. Thou shalt cater for the impulse buyer
    With research revealing that over 70% of purchasing decisions are made in store, marketers should not forget the impulse shopper. Exploit this by strategically placing your products near to check-out points. Pyrotec’s range of Do-It HangTabs and Display Strips are a useful tool to attractively display your products at points of purchase.
  2. Thou shalt ensure that your products are placed in a good location
    Prime locations are the middle ‘eye-zone’ areas, as research shows that more than half of shoppers’ viewing time is spent on these locations. Products displayed on the top or bottom shelves may only be seen by about 30 percent of shoppers, and new products have an especially hard time obtaining prime vertical locations. Do-It’s Display Strips ensure that your products are displayed at eye-level.
  3. Thou shalt consider the time
    Retail shoppers now spend significantly less time shopping today than years ago. Some studies have suggested that shoppers spend 55 percent less time shopping than in previous years (90 minutes in 1980 compared to 40 minutes in 2000).Your product has only a few seconds to be seen, noticed, understood, and purchased.
  4. Thou shalt face your customer
    The largest dimension of your product/package needs to face the shopper. The face of the product is the billboard that advertises the product to consumers who pass by.
  5. Thou shalt ensure clarity of information
    Considering that shoppers are spending far less time in store, is your product able to be quickly and easily understood? Long, garbled explanations and packaging that gives no indication of the product housed inside will more often than not lead to the item being overlooked by potential customers.
  6. Thou shalt be colourful
    Colour not only attracts attention, it can also inspire emotion in your customer. Cool colours like blue, green, and purple are viewed as calming, cool and clean. Warm colours such as red, orange and yellow can create energy and excitement, whilst neutral colours generate feelings of stability, innocence and authority.
  7. Thou shalt watch your language
    Remember the power that words like ‘Sale’, ‘Discount’, ‘New’ and ‘Special’ can yield. Make them big and bold and display them where they will be seen!
  8. Thou shalt make use of on-pack promotions
    On-product promotions are a great way to sway an undecided shopper. Coupons and ‘buy one, get one free’ promotions are popular and effective methods of boosting sales. Pyrotec PackMedia supplies a wide range of on-pack devices that are ideal to communicate on-pack promotions.
  9. Thou shalt have signage
    POP signage has been show to increase product sales by up to 33 percent.The top three uses of POP signs are: 1) promote a brand name, 2) communicate a special promotion, and 3) educate consumers.
  10. Thou shalt not forget the power of sight
    While all five senses play a role in the purchasing process, sight remains the most important. Most simply put: products that are well-packaged and visible on the store shelves have a better chance of being purchased. A quick and easy way to ensure your products are visible is by using Do-It’s range of HangTabs and Display Strips.