This topic comes up more often than you would think when we speak to furniture and design companies. Many still believe that if their product gets a media mention, it will lead to sales. But while a single media hit can be a great stamp of approval, it won't have your salespeople's phones ringing off the hook.
Mistaking marketing and PR as two different names for the same thing can be harmful to initiatives in both. Why? Because PR and marketing have different target audiences and goals, are measured by different metrics and operate in different time frames.
Here’s a relatable (real-life) example:
A luxury lighting company is opening up a pop-up store in Los Angeles. They already have a strong presence on the East Coast, but the company is trying to expand to other markets by dipping its toes in California. They have a nice space on Robertson Boulevard, the merchandising team has created a beautiful concept, but… how do we make it a success?
Marketing can:
- Create PPC campaigns for people in the vicinity of the pop up (for example targeting people who search “brass pendant fixture” in the surrounding zip codes)
- Launch a geofenced social media campaign that announces the new location to consumers, architects and designers. The ads can even set up in-store appointments or give directions.
- Scrape industry-specific associations such as AIA or ASID for contact information on local A&D.
- Carry out a Direct Mail campaign to be sent to relevant recipients (modeled on household income, job title, or existing database, if any)
- Develop supporting materials for the opening, such as brochures, website landing pages, and FAQs for the sales team
- Conduct local market research to help drive the messaging and positioning of the campaign
- Draft email newsletters to be sent to an existing database, if applicable, and pop up visitors
Public Relations, in turn, can:
- Write a press release about the upcoming pop-up
- Invite media and influencers in the industry to the opening event
- Pitch positive stories about the initiative to the media
- Secure speaking opportunities for the company at industry events
In short: marketing supports the sales team; PR supports the larger brand. Marketing handles advertising; PR handles press. Marketing promotes a service or product, PR maintains a positive reputation for the company. Marketing results can be seen in months, PR results can be felt in years.
So what does this mean to you and why are we talking about it?
Think deeply about your goals and determine how marketing and PR can contribute to achieving them. If you are launching a new collection, you’ll want press and media to cover it, but you’ll also want advertising campaigns that actually generate qualified leads (and ultimately sales).
Whether you are sharing a media mention as a paid ad or working to secure quality links within online PR placements, there are numerous ways to integrate digital marketing and PR. Even though they have different deliverables, key metrics, and outcomes, they serve as a great support to one another.
Our experience in the furniture and design world has allowed us to walk the fine line between marketing and PR . While we specialize in digital marketing campaigns, we collaborate (daily) with PR and branding departments to make sure our clients’ messaging is on-brand, updated, and connected to the larger company story.
