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Renewal is necessary when operating a service or running a company . With the renewal, you can create encounters with new consumers and deepen relationships with existing customers through PR activities. What should I do to effectively publicize the renewal? We will tell you about the measures and success points of public relations PR activities.
The timing of the renewal implementation is a perfect opportunity for PR activities. It is an opportunity to convey the company's history, significance of existence, and future direction, as well as being able to create material for campaigns through renewal. We will explain the three benefits of conducting a public relations PR approach at the time of renewal.
A PR approach at the time of renewal can create opportunities to tell the story of your company and services.
Renewal is the act of changing a company's brand, products, or services to match the times and trends. There is always a reason and background for the renewal implementation. You can touch on what you have been aiming for so far, what you have done, and what you are aiming for in the future with the renewal. A great opportunity to convey the identity of your company and services from the perspective of the present, past and future.
At the timing of the renewal, you can create a special touchpoint with the consumers. For example, it is possible to make various appeals to impress the "new start" by renewal, such as holding a renewal commemorative campaign, selling limited goods, producing limited designs, etc.
By creating touch points centered on renewal, we can express our gratitude to customers who continue to use the service, and discover customers who used the service in the past but are currently dormant. You can get your message across to different customers.
PR for renewal is a chance to meet new consumers. Renewing means to be able to respond to new needs. By disseminating a wide range of information, such as media publication through PR activities and utilization of SNS, it is possible to convey to consumers that needs that could not be met by conventional services can be met. Renewal is a chance for many people to recognize your company and services and increase the opportunities to actually use them.
What kind of publicity and PR activities should be carried out at the time of renewal? This time, we will introduce seven measures. Find what you think works best with your resources.
The most orthodox is the distribution of press releases regarding renewal. Press releases can be used to concisely convey the overall picture and important points of the renewal.
It is a good idea to include the following information in your renewal press release:
Press releases tend to be from the company's point of view. It is recommended that you create it with the intention of clearly conveying “What kind of benefits the renewal will bring to consumers”.
If you are planning a large-scale renovation or a renovation that has a social impact, consider holding a media presentation.
It goes without saying that we should bring out the positive aspects, but when a major change occurs due to a renewal, the impact on the customers and consumers who have been using us up to this point will increase proportionately. In order to dispel the anxiety and concerns and build a relationship of trust, it is important to explain in an official setting. When considering media presentations, it is important to think about the content while ensuring that the information provided is not limited to the media's point of view.
By implementing a campaign to commemorate the renewal, you can create an opportunity to let not only existing customers but also consumers who have not yet used the service know about the renewal.
When planning your campaign, be sure to focus on the redesigned part. It is desirable to implement it for the purpose of creating an opportunity to touch the renewed part. Let's also measure the effect by questionnaire etc.
By developing limited designs, limited goods, limited menus, etc., it is possible to implement measures to make the renewal widely known. As with the campaign, the key is to focus on the renewal. Try to design experiences that draw attention to the renewed areas.
It is also increasing to develop the background of the renewal as content. It is possible to edit and disseminate within the company, focusing on what the company wants to convey using text, video, etc. For applications and web services, there are various methods, such as developing behind-the-scenes stories from engineers and having discussions with actual project members.
You can create content after the renewal is complete, but you can also aim to create content from the progress stage of the project. For "co-creation" projects that involve customers, it is easier to establish them as content by making arrangements in advance.
Information dissemination using SNS is one of the PR activities that can be started immediately without cost. SNS has the property of being easy to spread, but there is also a weakness that it is easy to flow immediately because it is real time. When transmitting information on SNS, it is best to combine other content and post it.
Novelty distribution commemorating the renewal is an effective measure to maintain or improve the favorability of existing customers. Of course, the renewal will greatly improve usability, but for those who have used it so far, there will be some inconveniences due to changes in the service experience. If you use a method such as novelty distribution, you can communicate directly with customers at the time of distribution, such as what has been improved and what is annoying.
The points that lead to success in PR activities related to renewal are: Clarify who, what, and how to communicate. Organize who will be affected by the renewal and communicate accordingly.
Here are five basic points.
Be conscious of telling consumers the story leading up to the renewal. Renewal is done to improve the service. However, the larger the scope of the renewal, the greater the impact on existing customers. By carefully telling the story that led to the renewal, you will be able to gain the understanding of consumers.
The important point in telling the story of renewal is to convey the necessity of renewal and the historical background. There must have been various backgrounds and associated issues, such as current services no longer matching the times, and consumer behavior changing due to changes in social conditions. Communicating what kind of issue was the starting point for the renewal implementation is essential for consumers to understand the necessity of renewal.
It is also important to communicate the purpose of the renewal. The purpose of the renewal is, to put it simply, “to solve the problems of the current service”. However, this gives the impression that the renewal is for your own convenience.
Renewal is done to solve the problems faced by consumers. It is important to convey from the consumer's point of view what you want them to be like and how their daily lives will change, rather than telling them what is convenient for your company.
Please be especially careful to communicate the changes due to the renewal. Even if you say renewal, the scope of influence is various. Renewal of one part, such as operability, convenience, or price, can change the overall customer experience. It is desirable to convey not only the renewal part but also what part has changed along with it.
The most important thing to consider in PR activities for renewal is follow-up communication with existing customers. Existing customers who have used the service in the past will have the greatest impact from the renewal. If it's a renewal that you want, you can accept it without hesitation, but it's stressful to suddenly change a part that you don't feel is difficult to use.
It is essential to communicate with the above points in mind, but consider follow-up methods such as notifying existing customers in advance, and especially communicating the changes and their benefits to existing customers.
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We have explained the PR activities related to the renewal. In order to gain sympathy for the implementation of the renewal, it is important not only to convey the fact that there was a change, but also to convey your company's story and thoughts again.
Please refer to the specific activities and points given in this article to find out what methods and ways of communicating will resonate with consumers.
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