If a customer has a strong opinion about a new restaurant, he may post an online review before he’s finished chewing. His review may affect how many other guests visit that restaurant that same night. That’s why Media Relations Agency’s Advertising Manager Craig Johnson monitors web information sources and tweaks our clients’ advertising campaigns accordingly. Here is a short interview with Craig to help you effectively address consumer behavior in your advertising.
MRI: How have social media and mobile devices changed consumer behavior?
CJ: “Social media and mobile devices have significantly altered the way consumers make purchase decisions. In the past, people relied on brands or companies to tell them about products. Ads told consumers what to do. Now, people rely on the information they find on websites, online reviews and social media. People share their opinions about products in real time. Consumers pull out their smartphone or their tablet and run a quick search to help them decide whether or not to make a purchase.”
MRI: How do you address this behavior in our clients’ advertising campaigns?
CJ: “We monitor online sources to gain information about prevailing consumer opinion. Listening is an essential part of designing and tweaking an advertising campaign. In the midst of this adaptation, we take care to consistently educate consumers about products’ primary value points.”
MRI: With all of the changes, is there still a common thread running through our clients’ campaigns?
CJ: “My consistent objective is to get clients’ messages seen by as many people as possible, at a time when they’re ready to make a purchase decision. To do that, follow the adage, ‘plan your work and work your plan’. I’m a big believer in laying out all the different media and coordinating by market and medium when everything should run. No matter what platform is conveying your message, make sure consumers hear your product’s most important value points.”
As a full-service agency, Media Relations Agency can design and execute each element of a fully integrated promotional campaign. We create campaigns efficiently and with frequent communication among team members. We listen to what the market is saying and design targeted campaigns that address consumers’ current sentiments. We give them the message they are seeking across all promotional channels.
Craig enjoys learning what challenges clients are facing and designing tactics to help them find success. Potential new clients are welcome to call him directly at 952-697-5246 or e-mail him at cjohnson@mediarelations.com. He’ll create an integrated marketing strategy that reaches consumers where they are listening.
