Introduction
The purpose of this paper is to study the
process of churning out an effective PR campaign aimed at launching a product.
The specific product in context of which the study is made, is the smart phone
Samsung Galaxy S 4; due to be launched in the UK market in 2013.
The report will aim at providing a creative
as well as strategic solution to the technology brand, by taking into
consideration its potential market, brand image and closest competitors.
The probable lessons from this exercise
will be derived in sheer understanding of the dynamics that rule the management
of public relations in modern organisations.
Key Factors Influencing Plan Strategy
Identify
target audiences
The target market for smart phones such
as in the UK is an age group between 22-52
year olds, who are relatively financially independent and belong to the middle
class (or other high income groups). Such a segment may or may not be
particularly geeky but is definitely technologically aware. This target group
is one which closely follows technological advances, as such developments
affect this group the most; as the members of this target group are always
connected through technology and their work life and social interaction often
rests on technology. These people often find affiliation in owning the smartest
tech products.
Identify
target media
Public Relation strategists have long
realised that a particular product is not for everyone; hence, when we design
the campaign for Samsung S4, due care is taken to select the media (both online
and offline), which caters specifically to our target audience. The choice of
media in this case is directly derived from the lifestyle choices of the target
consumer. Since the potential buyer spends hours in front of the screen
researching consumer experiences on technology blogs such as zath and electric
pig or discussing the same on Facebook, use of such media cannot be ruled out.
Offline media like technology and lifestyle magazines, and mass consumption
newspapers, radio and broadcast mediums such as television news will be
effective.
Develop
story angle
It is of prime importance to create a story
which the media finds relevant to be reported and the audience finds exciting
enough that it captures its attention. The story around Samsung S4 should
create a buzz for the product and build excitement and anticipation for the
product launch. The story should be powerful enough to communicate a glimpse of
the offerings of the product yet be able to keep the audience guessing. It
should also follow an unbiased factual approach so the media can easily accept
it as information of relevance rather than plain advertising.
Devise
key messages
The key or the core message of the public
relations activity should be the same across all mediums. In case of Samsung
the suggested message for the campaign should be on the lines of ‘a new
revolution’ – it should communicate the idea of the next big thing. The war
between phone companies on the basis of technological specifications is passé;
almost all offerings in the market have identical specs for about the same
price. The next generation phones as will fight on the basis of technological
innovations rather than specifications and price.
Identify
key influencers
Studies have shown that people tend to be
influenced more by people rather than TV screens and Billboards. This is
especially true in case of technology products where one would rather consider
the advice of a ‘techie’ friend than an advertising commercial. Therefore, it
becomes critical to have a plan that focuses on educating and impressing such
influencers who play a critical part in the decision making by the potential
consumer. Such influencers could be writers for technology magazines,
technology bloggers, or simply various ‘geeks and nerds’ who contribute to
technology forums and are often opinion leaders in various related social
networks.
Traditional media
PR plan to be implemented in traditional media is elucidated upon below:
PR plan to be implemented in traditional media is elucidated upon below:
1.
Press Release/Conference
The PR agency will make
press releases at various stages preceding the launch. This will be done by
personally contacting journalists and reporters as well as publishing an online
press room dedicated to the purpose.
While making such press
releases it should be kept in mind that the content is short, succinct, concise
and objective to capture the interest of news makers. It shouldn’t look like a
free advertisement, otherwise broadcasters and publishers may not release it to
the masses.
Near to the launch a press
conference will also be arranged for various concerned technical publications
and broadcasters. In this conference the various benefits and features of the
phone will be elaborated upon.
2.
Public Interaction with company
officials
The public relations
program relating to conferences and interviews would involve company officials
to interact with various media personnel and masses. Usually it is observed
that the CEO is pushed amidst public glare to handle all questions. However for
a technology product it is recommended to send someone who is passionate about
the product (for interviews on technology related platforms) and knows it in
and out; even its weaknesses. CEO and other officials should attend lifestyle
gatherings. However, all members of such interview teams should be well versed
with key product features and Samsung’s stand on the Apple-Samsung court
conflict. Knowing one’s weaknesses, stand on important issues and, purpose and
benefit of product will help in handling criticism effectively.
3.
Print
The print media employed
for pre launch PR exercise for Samsung will be of three types chiefly:
a)
Newspapers- which are mass consumed, such as Sun and The Guardian can be aimed
for press releases and advertisement features. Journalists of such publications
should be contacted and be provided with clear and concise information (with
attractive pictures) about the product launch.
b)
Magazines- Press release can be targeted to lifestyle magazines as well.
However, this process should be commenced 2-3 months in advance as magazines
are planned over long periods. Also content in such magazines should focus on
status and lifestyle value of the proposition.
c)
Technical
Journals- should be provided with the technical
specifics and detailed review of the product. All technical benefits and
superiority of the product should be logically stated so as to appeal to the
editors and audience (which is ‘techie’) of such magazines.
4.
Television
An average person in the
UK watches TV for approximately 4.6 hours a day. This is a lot of exposure to
the screen hence, TVs importance as a public relations tool cannot be ignored.
Various tech shows, interviews/debates and news rooms can be approached before
the launch to build a buzz for the product. Planning for such events will
require week to fortnight in advance of scheduled dates. Also, company
officials (who will represent on such shows) must be thoroughly educated about
the product and other issues. Additionally advertisement features can be
broadcasted to build excitement around the launch.
5.
Radio
Approximately 85% people in
the UK listen to radio during the day. This could be while commuting or at
other leisure times of the day. Radio (just as television broadcast) can be
used to build excitement around the product. Various contests on radio channels
relating to S4 can be hosted to stimulate a viral campaign. Additionally
company representatives can be scheduled for interviews by popular RJs (on
programs connecting with the target market). Attention must be paid whether
such radio shows are technical or pop culture related, representative choice
should be made according to the requirements of the show. Although radio
communication tends to be short lived but, it can go a long way in building sub
conscious perception and attitudes influencing final decisions about the
product.
Social Media
1.
Social networking sites
Websites such as Facebook
and Pinterest can be of critical importance in building awareness about the
product; especially when their use is free to all. However, to attract the
public gaze amidst the clutter of information on such platforms is a difficult
task. We will allocate a budget for paid advertising on such platforms so audience
can be directed to pages where attention grabbing information about the product
launch is posted. Keeping the message very short but effective along with good
pictures will be important here.
The PR efforts on this
platform for S4 should start from the existing platform built by Samsung (for
example existing facebook page) 2-3 months preceding launch and should continue
post launch until the next generation product is conceived.
2.
Blogs
Blogs especially technical
have a big role in influencing purchase decisions for technology products such
as S4. Surveys have shown that a large number of people (an absolute majority)
trusts these bloggers as opinion leaders and take their word for it! Providing
clear detailed information about the key features, purpose, benefits and
relevance of the product to such bloggers is essential to ascertain a positive
word about the launch on blogs.
An ideal letter to a
blogger should be on the following lines:
The S4 is developed on
___platform, apart from having ___features it sets itself apart by providing
____technological innovation, which is a first. The user will benefit from the
futuristic application which is unparalleled. Also the minimalistic design
scheme makes a lifestyle statement and keeps in tune with the potential user’s
choices.
3.
Forums
Forums are another
platform where technology freaks interact and discuss about products. The
1-9-90 rule should be kept in mind while feeding information on such forums.
That is, 1% person initiates discussion. Usually 9% provide responses and the
rest 90% absorbs the information. Here too, people often visit just to gain
information from ‘learned’ opinion leaders who participate on such forums.
Providing accurate information here will help develop an unbiased, healthy and
positive word about the product and company’s reputation.
Providing accurate
information to bloggers as well as moderators on such forums should do the
required. However, posting under fake names should be avoided as it is
generally discovered and criticised. Samsung should avoid directly
participating in discussions on such forums and if at all it does, identity
should be fully disclosed to gain credibility.
4.
Other Websites/Online Press
Rooms
Mediums such as online ads on
various search engines will also be utilised to direct target population on
relevant pages relating to the product. Information feed to various other
websites will also be provided which help in forming public opinion. Such
websites could be news sites or comparison websites. They are of extreme relevance
in case of technology products, where the sheer pace at which technology
changes and the availability of plethora of options, makes the general populace
demand a source of objective and relevant information (and at times opinion
too). Also online press rooms will be maintained to feed written, pictorial and
video information to various press and media entities.
Timeline
The prospective launch date for Samsung S4
should be in the month of March or April of 2013. The underlying reasons for
fixing such months for the launch are:
1.
Press releases and features in
magazines would require planning at least 2 months ahead of the launch date.
2.
Building momentum and following
on social media platforms such as Facebook and Twitter will also require 1-2
months of active campaigning on such media.
3.
Finding appropriate slots and
pitching at the right moments for publicity via newspapers will also require
patient watch keeping.
4.
It is speculated that Apple
will launch iphone6 (competition to S4) next year (that is 2014); by launching
early, Samsung can gain market share and loyalty also, gaining a chance to
prove to the public that it does not plagiarises technology that some other
company (as Apple) develops.
Hence, if efforts
are to start post Christmas 2012, the launch date must be 3-4 months ahead of
commencement of such PR efforts.
Conclusion
The report has been effective in providing
a sketch of PR efforts that will be required to launch Samsung S4 in the UK
market. The report highlights the key media that will be required for
communication along with effective approaches to communication. The crux of the
report lies in designing the most efficient strategy under the budget
constraints and timelines, which will help in establishing market share and
countering competition.
References
1.
M.t3.com/news/iphone-6-release-date-rumours-features-and-news
3.
M.guardian.co.uk/technology/2013/mar/05/Samsung-galaxy-s4-leak-phone
5.
Mobile.pcadvisor.co.uk
6.
M.techradar.com
10.
M.t3.com/news/Samsung-galaxy-s4-will-surprise-and-delight-on-march-14-says-leading-analyst
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