This Wednesday, Robert Martin from MM2 PR spoke to our class about Marketing Communications and how integrated marketing is changing the practice of PR. It was a relief to hear from someone that PR is actually becoming more valuable in the business world. It is largely due to the importance and use of social media in marketing today. Consumers today more than ever want their experience with companies to be an interaction. It's not just about a company preaching to their consumers anymore - it's about the 2-way communication and the relationship they want to form with a company.
The thing that stood out to me in the hour we spent with Mr. Martin was the idea that marketing and PR today is about getting out there. It's about going out on the streets and interesting with consumers. It's about making them feel like they are a part of the brand, company, or product.
Wheat Thins recently started a very successful campaign where they are going out to people's homes or offices where they have tweeted or mentioned Wheat Thins in any type of social media and have been making surprise deliveries to these people. They have then used the footage to create commercials and a youtube site specifically for the campaign. To me, this is one of the best ideas I've seen so far. They are not only getting people involved but they are randomly rewarding those who do mention them and at the same time are making it a surprise! Brilliant. I hope someday I'll be able to think of something this clever for a campaign.
Mr. Martin mentioned, "Instead of just talking about yourself as a company, get out and do something." This is exactly the type of thing Wheat Thins has done and many other companies are doing today to attract their consumers and create a relationship with them. Because social media is so huge today, it's going to be the main way to reach consumers and what better way to reach them than by getting out there and taking it to the streets.