Despite the fact that many are skeptical about media publications, most companies continue to publish their materials in order to achieve a certain result.
Generating and increasing demand through publications
Publication of news in the media helps to familiarize consumers with new products. For example, having seen an article about the opening of a foreign language learning center, a video review of store games for speech development, or an interview with the founder of a successful project, the consumer will understand that this is exactly the product he needs.
Generating and increasing demand through publications
Nielsen, an American company facebook database specializing in marketing measurements in the FMCG industry, found that 78% of customers “always or often” choose new brands to buy. Therefore, publishing information in the media is a great way to interest consumers. This way, they will learn about a new product, want to try it, and in the future, they may regularly buy it.
In marketing, there is a special concept called a “trendsetter” – a person who is the first to buy a new product, try it and talk about it in various sources and media. Although such people make up only 16% of the total number of consumers, they provide good support to businesses, bringing new products to the masses. Therefore, companies need to post information about their latest products, thereby attracting trendsetters.
Generating and increasing demand is important for companies of various models, not just those working with end consumers. For example, B2B companies need to promote their products and services to executives and business owners. In addition, the media is also interested in publishing new and high-quality material. Therefore, if an offer or ready-made articles attract the attention of the media, they usually offer cooperation.
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For example, Levon's cafe in Moscow decided to specialize in making brtuchi, an Armenian dish consisting of thin-sheet lavash with a filling wrapped in it. It resembles shawarma, but is considered healthier, as it uses oven-baked meat, cheese, herbs, and fresh vegetables. An important task was to introduce Muscovites to the dish, since almost no one had heard of it. To do this, the cafe owners launched a large-scale SMM and PR campaign, during which future consumers learned about the dish, its composition, benefits, origin, and cooking process. Articles about brtuchi were published in various media outlets, the company received offers for a franchise, and many potential customers learned about the cafe.
For example, the commercial project VR Professionals created visual training using virtual reality. To get large companies such as Gazprom Neft and Norilsk Nickel interested in purchasing this technology for their employees, the startup's creators