Planning a public relations campaign? Don't expect to put your business on the map with a single media placement. New research finds that repeated exposure is the key to gaining brand recognition and engagement.
Bospar, a boutique PR firm, polled 1,010 American adults to determine how likely people are to visit a tech company's website, based on media coverage. The research found that winning over consumers requires the rollout of a strategic, sustained PR program over time, said Curtis Sparrer, a principal of Bospar.
The results were broken down by demographics, including gender, age and income.
"In this noisy media landscape, we discovered that there were certain early-adopter demographics that marketers can expect to visit a company's web or mobile site immediately after seeing the first stories post," Sparrer said.
Here's what Bospar discovered about American consumers' habits when they view tech company media placements:
Men are more likely than women to visit a company's website. A majority of American men will visit a company's site after seeing media placements, with 1 in 5 saying that they will check out a site the very first time they see an article. Sixteen percent will go to a site after seeing two to five media placements, and 1 in 4 after seeing a story more than five times.
In contrast, 41 percent of American women say that if they keep seeing a tech company in the media, they will eventually visit the company's site, but only 13 percent will visit after seeing one media placement, and 11 percent will visit the site after two to five placements.
"I'm not surprised about the different reactions between men and women when it comes to seeing technology companies in the news," Ebba Blitz, CEO of Alertsec, said in a statement. "Men have been long encouraged to embrace technology and to be early adopters. However, with a new emphasis on women in tech, I hope to see that trend change by the time my daughters enter the workforce."
Millennials need to see a company in the news a few times before they engage. Twenty percent of respondents in the millennial age group (18 to 34) said that they had visited a company's website after seeing it in the news two to five times. Consumers in the 35 to 44 age range (Generation X), on the other hand, were most likely to visit a tech company's site after just one press story (24 percent). Seniors aged 65 and up were the least likely to visit a company site after seeing it in the media (63 percent).
"Millennials and Gen Xers are the primary demographics reading tech publications," Sal Arora, founder of Aleya Labs, told Bospar. "Once a company breaks through the noise and makes it into the mainstream press, it is more likely that a wider audience will start visiting their sites."
Higher-income consumers are more likely to want to learn more about a company. Survey respondents who make between $75,000 and $99,000 are most likely to visit a tech company's site the first time a story is posted (29 percent). Forty percent of those who make $150,000 and up, 29 percent of those who make between $100,000 and $150,000, and 18 percent of those who make $50,000 and 75,000, said that they would visit a site after seeing two to five pieces of coverage.
Creating an effective media campaign
Although the Bospar survey only looked at media placements of technology companies, the results can help businesses in any industry better understand their target market and make their media campaigns more effective.
In an email interview with Business News Daily, Sparrer shared some tips for media success:
- Repetition is key. Bospar discovered that most people don't visit a web or mobile site after the first time a story posts. They needed to see a company repeatedly in the news in order to be persuaded to visit.
- Go broad. Because consumers are not likely to visit a web or mobile site after the first time they see a company in the news, consider a broad media strategy that targets several outlets. In fact, Bospar discovered that consumers felt that seeing a company in a variety of outlets made it seem more important and relevant to them.
- Be topical. Provided it aligns with your business interests, make sure the story you're telling aligns with the current national conversation the media is having to ensure broader media penetration.
"In my experience of working with companies, successful PR programs are not 'one and done,' but require a cadence to engage people and turn leads into customers," Ram Gupta, a Silicon Valley board member of several high-tech companies, told Bospar. "This research demonstrates that any successful marketing program will need to be both strategic and long term."