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Consumer products are everywhere, and consumers are taking notice. According to the Mid-Year Consumer Outlook: Guide to 2025 report from Nielsen IQ, it is estimated that global consumers will spend $3.2 trillion more in 2025, representing a 6% growth compared to 2024. In a competitive market, how do you ensure your brand and product capture some of that market share?
Strategic and integrated marketing is a key component to differentiating yourself from the competition, and to effectively execute these strategies, it’s important to partner with the right consumer PR agency that understands how to craft and deliver compelling stories that can help you capture that share of voice. From strategy and storytelling to brand positioning and relevance, the right consumer PR agency partner can help you define your space in the industry and build trust with consumers.
Not sure where to start? Let’s discuss how to identify the right partner and what factors to consider before you make a decision.
A consumer PR agency specializes in building awareness, conversation and interest for brands across consumer audiences. Leveraging a variety of marketing tactics, such as media and influencer relations, product events, reputation management and more, consumer PR agencies should have robust expertise driving ongoing media coverage, increasing the share of voice and improving the positioning of consumer brands with their target audiences. In addition, it’s critical to find a partner that heavily relies on data to track consumer trends, identify opportunities and report on performance.
A quick Google search can show you a variety of agency partners, so it’s important to understand your goals in a partnership, the services offered and the results you expect to achieve.
Consumer PR campaigns are a core strategy to building a brand and effectively positioning it and its products in front of consumers. PR tactics such as media and influencer relations, can amplify brands and products, generating buzz, third-party validation, and consumer action. When it comes to choosing a partner, consider how they approach creative ideation, trend tracking and brand building, asking for recent examples of work to show proof of concept. Some core capabilities to evaluate:
Media Relations: Strong narrative development and market positioning are key to effectively sharing a brand’s story and helping it stand apart from the competition. Look for partners who go beyond distributing press releases and identify partners who are tapping into PR creatively through compelling and timely storytelling, thought leadership and even newsjacking.
Events & Activations: One of the best ways to demonstrate the benefits and offerings of your consumer brand is to show it firsthand to customers, tastemakers and influential voices. Evaluate a partner's track record of coordinating engaging and memorable events such as product launches, milestone celebrations or product demos.
Influencer Partnerships: In addition to credible media coverage and successful events, partnering with influencers to showcase your brand and any product offerings can generate conversation, engagement, and credibility through reviews. A consumer PR partner should go beyond expertise with authentic relationships and understanding of how to execute this tactic.
When evaluating a consumer PR partner, it’s also important to consider what other marketing services they offer. Consumer products can often benefit from digital marketing tactics to create stronger campaigns and increase results. Ask potential partners about their digital marketing capabilities and any recent examples of successful online campaigns. Learn more about their strategies and what they would recommend for your brand.
Some digital tactics to consider:
Paid Ads: Using pay-per-click advertising on Google Ads or social media can drive traffic, awareness and sales to your brand and product. Shopping ads, in particular, show your products and send traffic directly to your website to make purchases. Inquire about ad strategy and levels of support to determine if a partner could layer in these strategies to complement earned efforts.
Social media: Having an established social media presence can build credibility, create an engaged community and provide another avenue to showcase your brand, products, or services. Using high-quality photos, videos and testimonials from influencers can highlight your brand’s top features and selling points, providing social proof. A consumer agency partner should have expertise crafting compelling and engagement-driven content that builds community and reinforces consumer trust.
Email Marketing: Reaching your customers regularly via their inbox is another way to grab their attention and serves as another touch point for your brand. Using email marketing to run exclusive promotions, send cart abandonment reminders, company news and updates helps you stay in front of your target audience. As you evaluate partners, inquire about opportunities to integrate this strategy to align with earned and paid efforts.
Search Engine Optimization (SEO): Being on the first page of search engine results increases your brand’s visibility and helps reach prospective customers organically. While it may take your brand some time to reach the first page, starting an SEO strategy early is the key to achieving long-term results. The right consumer PR partner can help craft a holistic SEO strategy that aligns with earned strategies for increased amplification and discovery in search.
When it comes to marketing consumer products, PR should be a top priority. Choosing the right consumer PR partner is essential for capturing share of voice and bolstering consumer awareness and interest. Finding the right partner with experience who understands your brand and the market will help position your products in front of the right audiences at the right time to generate awareness, traffic and sales.
Ready to amplify your consumer product? Contact Bolt PR today to learn more about our integrated PR and digital marketing services for consumer products.
Not sure where to start?
Contact our team to start the conversation around a customized marketing campaign dedicated to your personalized business goals. From PR to content creation and digital marketing, you tell us how far you want to take your brand, and we’ll do the rest.
We can’t wait to hear from you!
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