Over the last few weeks, we’ve held multiple conversations with VCs and their portfolio companies across the U.S. Here are the most asked questions they had for us. We’re excited to pass along the insights to you.
HOW DO YOU TURN PRESS INTO SALES?
Press coverage serves multiple marketing and sales functions: brand awareness, executive positioning, sales enablement and company announcements. Leverage your press across all departments and don’t keep PR siloed. PR doesn’t do anyone any good unless it’s shared with the right people within your company who can use it.
2. DO WE TALK MORE ABOUT OUR PRODUCT OR OUR STORY?
Individual products only tell a part of the story. Ladder those stories back up into a comprehensive brand narrative that incorporates your customers, employees and executives into an overarching story. Building that connective tissue through story has to happen first before you can effectively start selling different products that cater to specific customer segments or audiences.
Though you consciously don’t think about it, you probably know a slew of origin stories, like that of Sara Blakely who invented Spanx out of her own discomfort in shapewear on the market. Along with each Spanx worn is the feeling that like Blakely, you can discover a newfound use out of clothes that previously appeared misshapen and felt uncomfortable. Stories sell better than what your product alone could ever do.
3. HOW SHOULD WE MANAGE PR AMONG OTHER COMMUNICATIONS EFFORTS?
PR is its own separate function that needs to align with marketing and sales. To do this, an integrated communications strategy is the best way to leverage press coverage. Departments working together to identify market opportunities and consistent messages are all part of an integrated strategy. Rely on all of your channels like your website, social and earned media to tell one story through different lenses that resonate with your audience in any given channel.
4. HOW SHOULD I COMMUNICATE DURING COVID-19?
If you’re not already, lead with empathy. The best way to communicate, regardless of your situation, is to understand, relate to and share the experience of your community. For that reason, don’t go silent now. Retool your communications to be more empathetic. Right now, brands are being judged on their authenticity. Building connections with your stakeholders, regardless of who they are or what purchasing power they hold, leading with sensitivity and consistent, thoughtful communication is a key principle to follow even in the best of times, but becomes that much more crucial during a crisis
And stay away from the messaging of “the new normal” and how we are all “in it together.” We’ve seen nearly that in every ad in the past couple months and it’s old and uninspired at this point. We all know things are changing. Instead, connect with people without an ulterior motive that stays true to who you are.
Take Heineken’s recent ad for example, who has continued to operate under the same, consistent messaging they always have in “Connectioff”, that depicts the challenges of video calling friends over an ice-cold beer. This ad resonates far better with consumers than its stale counterparts because it’s authentic, doesn’t try to do too much and focuses on everyday experiences rather than phony and unoriginal brand messaging.
For more information on how to get your startup or VC press-ready, reach out to Red Fan Communications and schedule a free hour long consultation on how to adapt your communication style.
