Best [PR]actices

Let me fill you in on a little secret: You don’t have to have massive budgets/resources to drive major results. With a little creativity, brands of any size can elevate their PR, social media and marketing campaigns. How? File away big-brand examples as inspiration, then “remix” the elements that make them so successful into initiatives that work for you. For example, last year Branderati invited 1,000 People StyleWatch loyalists to join “Style Hunters Network,” an ambassador program where they received exclusive offers, content and insights from PSW and its partners in exchange for sharing content with their networks. The results were incredible, with each piece of the program generating an average exposure of 1.5 million. Does your company have the same marketing budget as PSW? Probably not. But, you could still apply the same principles and turn your most loyal/interactive fans into brand ambassadors. In fact, this concept provided the foundation for how we helped the Columbus Marathon (client) launch on Instagram last year. We provided six online running influencers with weekly photo prompts (e.g., Where do you run? What are you wearing?), then they supplied us with behind-the-scenes glimpses of their training adventures to share with our followers. The campaign ultimately helped us expand the reach of @cbusmarathon’s Instagram network, resulting in over 980 followers on race day and more than 1,000 photos hashtagged during/immediately after the race (a 42% increase over the previous year).
 
BONUS READ: Bookmark Heather’s Entrepreneur.com debut for more ways to remix and sample big-brand ideas, then infuse your own creativity to make them work for you.

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