Lovable Products: Influencers spark desire

By collaborating with the right influencers, companies can boost awareness of their products and, through skilful storytelling, create a need – even for topics the community hasn’t actively searched for yet. This makes working with Instagrammers and the like ideal for tapping into new target groups or introducing new products in an engaging way. Explanatory videos, for example on YouTube, give users deeper insight and provide valuable tips on using the product. Through discount campaigns and voucher codes, campaign performance can be accurately measured and success becomes immediately apparent.

Authentic and credible: word of mouth within personal circles

Recommendations within one’s immediate family and circle of friends are harder to measure but particularly effective. Companies can specifically encourage these through word-of-mouth campaigns or social challenges. This encourages end consumers to put a product through its paces themselves and share their experiences in personal conversations as well as on social media and review sites. Extending the campaign through renowned media brands provides an extra boost in reach.

With attention to detail: reviews by specialist bloggers and trade media provide background information

Particularly when it comes to products that require explanation, prospective customers like to back up their purchasing decisions with independent opinions. Informative reviews, unboxing videos and tutorials by specialist journalists and bloggers are ideal for this. With professional product placement management, companies gain visibility in this environment, boost their presence in earned media (unpaid, independent coverage) and simultaneously score points in terms of SEO.

Sharing positive experiences: satisfied customers as testimonials

Users who are convinced by a product or service can share their individual experiences in statements or case studies. This incurs no costs for companies, only the effort involved in creating the text or video. Online reviews are also becoming increasingly important. Here, consumers can post reviews of products or services on review platforms. These provide guidance to prospective customers directly in Google Search, on comparison sites or in online shops, build trust and boost the visibility of brands and companies.

Contributing to corporate goals through strategic product communication

Together, the various forms of referral marketing and product PR ensure a continuous background buzz, anchor products in the target audience’s consciousness and offer potential customers informative and inspiring content, each tailored to their preferred media usage. In this way, communication drives sales and directly supports the achievement of corporate goals.