How do you create a PR plan for a service industry business expanding into new markets?

Who is your target consumer? What are you hoping to achieve? Being specific and focused with clearly defined objectives and corresponding messaging (which will differ based on your target audience) from the start is crucial and will yield better results. What does success look like? Define your ROI expectations: be specific about desired outcomes and which metrics you expect to monitor the success of a given campaign or initiative.

You also need to target your messaging to your various stakeholders—are you solely targeting business customers as a B2B business, or do you also need to connect with end consumers as a B2B2C business? Make sure your messaging is clear, compelling and focused on content that will engage your key audiences to drive awareness, consideration and preference.

Análise cultura dos mercados que pretende atingir é fundamental. Saber se o servi?o que será prestado tem fit cultural com o mercado que pretende alcan?ar pode determinar o sucesso ou o fracasso de um empreendimento de expans?o. Estamos vivendo em um mundo em processo de ebuli??o social. Valores e cren?as tem sido postos à prova constantemente. Na América do Sul, por exemplo, podemos identificar um movimento decolonialista abra?ado e incentivado por muitos setores da academia. Expandir mercado é se adequar às novas realidades culturais. Para isso, o investimento em pesquisas qualitativas é fundamental.

Dans cette étape d’analyse de la situation actuelle, faire le point de ce qui a marché et de ce qui n’a pas marché est fondamental. Cartographier les typologies de relations publiques pratiquées et celles jusqu’alors inexplorées complètera cette exploration de la situation.

- Market Research - Localized Marketing - Strategic Partnerships - Digital Presence - Customer Engagement - Promotions and Incentives - Training Programs - Adapted Pricing Strategies - Continuous Evaluation - Community Involvement

Une chose que je trouve utile est d’établir des connexions avec des personnes de différentes strates dans une entreprise pour enrichir la culture d’un marché cible. Chaque strate a ses propres problématiques, objectifs et moyens pour développer des solutions.

In my experience I had to research new industries almost on a daily basis. The good part of this is that, while you may lag behind an expert in the field is your new vision what may bring that "edge" you are looking for. You can go back to Ford -allegedly- coming up with the assembly line by visiting a butcher shop. Take this approach while digging into a new market. Don't take anything for granted, explore, understand, discover and then... Think outside the box.

meticulous understanding of the intricacies that define these markets is indispensable. This involves a comprehensive research endeavor encompassing market segmentation, competitor analysis, customer persona development, and media landscape mapping. The focal point is to unearth the nuances of the target markets, discerning their characteristics, needs, preferences, and expectations. Categorizing potential customers based on demographics, psychographics, behavior, and geographic location. Understanding the diversity within the market.A thorough competitor analysis is pivotal to gaining insights. Understanding the factors that influence decision-making, be it through research, peer recommendations

One approach that has proven effective for us is to immerse ourselves in the new market's culture and consumer behavior. It's not just about demographic data; it's about understanding the nuances that drive consumer decisions. We leverage both quantitative and qualitative research methods, including local partnerships, to gain deeper insights into customer pain points, preferences, and decision-making processes. This research forms the backbone of our market-specific PR strategies

No story is more powerful than the one is told by satisfied customers. Forget to be polite about competitors arrogance. Magnifying their customers discomfort and promise to be the one and only to really (and I mean really) fulfill their needs not only in price but also in perceived value with hard and measurable benefits for them. Honestly in a mature market if you have the courage to attempt to enter, be prepared by a competition retaliation. Fight for your piece of market share once you discover an opportunity.

Crafting key messages that resonate with new markets involves a blend of universal brand truths and local relevance. At High Minded Agency, we focus on creating stories that showcase our unique value propositions while aligning with local narratives and cultural nuances. This includes highlighting client success stories and thought leadership in ways that speak to the specific needs and aspirations of the new market

Your storytelling should be authentic to your brand and contribute to making your brand different, meaningful and salient to customers, leveraging Kantar’s MDS framework. Your messaging should highlight what’s unique about your brand and why this matters. The stories you tell are not just important in attracting new customers and driving business growth, they also should help build employee, recruitment retention and engagement.

If you brand doesn't tell a story, then nobody will believe it. The same way you "figure out" someone by just observing their actions and what they say, people "read" brands. Your brand tone & voice is the hardest part yet is often the simplest. Don't overthink it. Establishing a new voice is easier than you think, issue is that most people want to "sound like [redacted]". Always remember that PEPSI always wants to be Coca-Cola and not the other way around.

The quality of your PR tactics is more important than the quantity. For example, if you have a big announcement, call some journalists to share why the story is important—don’t just send out press releases and think they’ll automatically get picked up by media. Strategic thinking should drive your outreach—e.g., evaluating what medium will enable you to best showcase your company and services, thinking about what webinar topic will drive attendance for your target customer base and time of day a webinar should be scheduled.

Selecting the right PR tactics and tools requires a balance between proven methods and innovative approaches. For instance, while press releases and media interviews are staples, we also integrate digital strategies like influencer collaborations and social media campaigns. The choice is guided by where the target audience spends their time and the type of engagement we aim to foster

A bullet is nothing without a gun. Your message may be a diamond in the rough but if you are etching it up in a piece of paper and handing it over in a street corner than you are shooting bullets with a bow. Your message needs to be delivered the way it's meant to be delivered. That's why often guerrilla marketing tactics try to win a piece of your real-world. You can see the practices when brands try to interact in the real world in bus stops, big signs or just a wall poster. Your tools should match your message and viceversa.

One thing that can be important to remember here is that teams can leverage measurement and evaluation tools to inform throughout the entire course of a campaign - not just at the end. Keeping a finger on the pulse of performance throughout a campaign can help teams modify and optimize messaging, discover/target new audiences, and more during the process. This allows the organization the opportunity to ultimately execute in a way that resonates with the new market at an optimum level and creates a deeper connection with the community in which it seeks to operate.

Always measure the results, regardless of the outcome. The more information you have the bigger % of confidence you'll have when re-applying (or avoiding) things you have seen, done or haven't done.

Measuring the impact of PR efforts is crucial. We use a mix of analytics tools and KPIs to track media coverage, audience engagement, and conversion rates. It's important to set clear benchmarks and continuously adjust strategies based on real-time data. This approach not only measures success but also informs ongoing optimization of PR efforts

Eine Messung ist am sinnvollsten, wenn ein stimmiger Zeitplan entwickelt wurde. Dabei sind saisonale Besonderheiten und wichtige Ereignisse im neuen Markt zu berücksichtigen.

Beyond traditional PR tactics, it's essential to build genuine relationships within new markets. This means engaging with local communities, participating in relevant events, and understanding the local business ethos. Such immersive engagement offers deeper insights and creates long-lasting connections, which are invaluable for successful market expansion

Vor der Messung: lege Key Performance Indicators (KPIs) fest. Dies k?nnen beispielsweise die Anzahl der Medienberichte, die Reichweite in sozialen Medien oder die Anzahl der generierten Leads sein.