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Archive for May, 2009

The Benefits of Branding – PRimage ‘tip of the week’

Friday, May 15th, 2009

Whatever type of company you operate – from a large business to a fledgling start-up – strategic, strong and intelligent branding is a ‘business must’ in your marketing and business plan, and contributes enormously to your business and product success.

A mix of targeted marketing strategies, PR, Direct Marketing, Ad Campaigns, Exhibitions and Trade Conferences all go towards you building a strong, lasting, brand identity that will influence both your sales and your products long term success, keeping your company’s name and products ahead of the competition.   standout11

PRimage comment:
Call PRimage Services now on 01727874137 – or e-mail judy@primage.org to discuss how we can successfully improve your company’s image or product/service positioning.

 

 

Celebrity endorsement – PRimage view on the pros and cons

Friday, May 15th, 2009

On a recent trip to the States, PRimage MD Judy Viitanen was chatting to a B-List American media commentator and sports celebrity about the benefits of recommending clients to use celebrity endorsements as part of their PR strategies.  He was a powerful advocate on the ROI of this approach – but then as Judy reminded him, the costs can be huge!

The PRimage view is that celebrities can be very impactful and powerful tools in building publicity around a launch or campaign, and this is especially the case when you do not have a strong news story and need a famous name or personality to drive initial interest in your messages. So yes, using a celebrity can give you and your client ‘column inches’. But, it is unlikely that this is your only objective. Driving awareness of a product or issue is important, however, if it doesn’t result in any change in behaviour or action, it probably hasn’t been worthwhile – or worth the money!   

Celebrities cost a lot of money – often between £15,000 to £25,000 for three hours of work (with A-list celebs generating much higher fees) – so you need to weigh up how else you could use this money to influence your target audience.   In Judy’s experience, once you examine this and assess the costs involved and the ROI, the importance attached to using a celebrity is often diminished.    money_and_looking_glass

We’ve all seen press pics and stories of celebrities discussing awareness campaigns that they are supporting. The question is, does this really succeed in driving action? Celebrities can be used at any time to support a huge variety of PR, marketing and advertising objectives, but in our view, you must acknowledge that no celebrity will make a poorly planned campaign or a bad idea successful.   

PRimage would also add a few other words of caution: Clearly you should always check industry regulations to see what you can and can’t do when factoring celebrity endorsements into your campaigns and product endorsements.  And you need to ensure that the celeb you select either has a direct link to your cause or fit the profile of who you are trying to target.

And it goes without saying that if you opt for celebrity endorsement for your campaign or product launch, you should factor in (and manage) some of the likely risks.  For example, are they going to stay on message, or is there a possibility that they could be involved in a scandal in advance of your launch? Obviously there is no way you can completely control this; however, you can minimise the risks. So, it’s important to select a celebrity who does not have a wild lifestyle and is not so high profile that they are uncontrollable (unless you specifically want this for your campaign!)

Judy’s pic of her current favourite male celeb – Philip Glenister, from the wonderful ‘Ashes to Ashes’ TV programme.

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PRimage ‘thought for the day’

Friday, May 15th, 2009

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‘Science may set limits to knowledge, but should not set limits to imagination’  Bertrand Russell

Health Headlines – from PRimage News Bytes

Friday, May 15th, 2009

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Here are the health news bytes that caught the attention of Judy Viitanen and the PRimage team in the past week.  If you would like to know more, or to receive our daily PRimage News Bytes e-Bulletin Profiler, foc, please contact judy@primage.org 
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  • Unneeded surgery may be costing the NHS millions
  •  Fears grow over flu pandemic stockpiles
  • Care Quality Commission will ‘do a number’ on weakest NHS performers
  • NHS out of pocket as contract ends for cataract treatment centre
  • London’s primary care trusts gain world class commissioning back-up
  • NHS spends £350m on management consultants
  • Obama says health overhaul could save trillions
  • NHS like ‘alphabetti spaghetti, says Cameron
  • Vitamins ‘undo exercise efforts’
  • Recession ‘more damaging to men’s mental health than women’s
  • Genes linked to high blood pressure
  • City dwellers face higher cancer risk
  • Spain relaxes rules on morning after pill
  • Sweden to sell state-owned pharmacies

 

 

 

 

 

Our favourite headline is: ‘Emotional intelligence helps women get the most out of sex’

PRimage ‘thought for the day’ ….

Wednesday, May 13th, 2009
 “Nothing great was ever achieved without enthusiasm!” J