How do you communicate your brand to the media for maximum exposure?

The Challenge
The Minx brand of footwear was relatively recognised in the Wellington market, where the company had been started, but it was not so well known in the rest of the country. The brand was largely communicated by word of mouth and through consumers coming into contact with it in select retail outlets. Launch Communication needed to help Minx develop a strategy to position Minx as an attractive consumer brand creating national awareness and exposure of the products in the media generating the interest of the general public and retailers.

 

The Plan
The brand was well made yet very attractively priced. It was also one of few footwear brands designed in New Zealand. The pitch? Kiwi designer shoes at affordable prices.

• The Minx message and range is communicated to a select database of targeted media re media releases.
  
• Media kits are released to announce each season's range.
  
• Communication is followed up to develop meaningful relationships with media. We are on hand to help the media with any needs they might have.
  

The Result
Within months Minx had already featured in a variety of Auckland-based and national publications including the New Zealand Women's Weekly, Woman's Day, Next magazine and the Sunday Star Times. The media continues to respond positively and supportively. Awareness of the brand is growing resulting in more sales and additional retailers coming on board.

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How do you communicate your point of difference in the marketplace?


The Challenge
Good Water is a bottled water company with a real point of difference in the marketplace but it is one that can be difficult for consumers to recognise. Although the Good Water bottles may look like they are plastic they are actually made out of vegetable matter and are therefore environmentally friendly.


The Plan
Good Water was involved in the Vodafone Homegrown music festival where the company would be selling and then recycling its bottled water products a first for New Zealand. Launch Communication was asked to help Good Water communicate its involvement in this festival to the media.

• A news angle was found that would be interesting to the media.
  
• A media release was written then distributed to a targeted range of media that might be covering the festival including print and television.
  
• The release mentioned festival sponsor Vodafone and so it was also sent to Vodafone to let them know what Good Water was doing and to help build relationships.

The Result
The Good Water story was told as part of a news report on the festival by One News. Good Water product was clearly shown and the product name mentioned increasing brand awareness in the marketplace and clearly demonstrating the business as being socially responsible. Good Water was able to post the story on its website to show customers what it had been doing.

The team at The Good Water Company was very impressed with the press release Launch Communication wrote for us in relation to the Homegrown gig we participated in. We received lots of positive feedback and the press release even led us to feature on TV One news. We definitely recommend Launch Communication to anyone who is seeking help with external communications. Grant Hall, CEO The Good Water Company

How do you communicate the value your new business brings to potential clients?


The Challenge
 One Network is a new networking organisation aiming to help other businesses to swap ideas, contacts and information increasing their own business and profits. Launching a new business into the market is always a challenge and communicating what is being offered, how it is distinct and the benefits it will bring is key. One Network's key points of difference are that it guarantees members will receive at least two leads per month and also that they will help them to generate leads if they are having difficulty doing so for other members.


The Plan
One Network needed to tell people about what it did in order to attract the right people along to their groups. One Network especially needed to reach small to medium sized businesses. As a new business One Network also had to establish their professionalism and credibility in the marketplace creating trust for the brand.

• Writing website copy to clearly communicate what One Network would do for its members and what people they were looking to help.
  
• Coming up with key easy-to-remember phrases to illustrate and capture the organisation's aim.
  
• Writing a handbook for members to clearly state the organisations objectives and goals.
  
• Finding a news angle that would be interesting to the media.
  
• Writing a media release then distributing it to a selected range of media - in this case business and community publications - to reach the target audience.

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