A relevant brand is smart business strategy. Essenza works with clients to determine the WHY, the WHO and the WHERE for a brand: WHY is being relevant important in today’s landscape, WHO is the target audience, and WHERE do we put our efforts to reach this audience? Whether it’s a consumer packaged good, a functional ingredient, a service or issue, the key is to determine what is unique, but more importantly, what is “relatable” about the brand and brand message.
Engagement is the new narrative in marketing communications. It accounts for a thoughtful combining of brand strategy, messaging development and audience engagement to help create a relevant brand by becoming part of and driving the conversation. It focuses heavily on content to create a bridge from reputation management to “conversation,” which could be publicity in print media, or lively engagement on social platforms.
Social media is the most talked about yet most misunderstood mechanism in today’s business landscape. Essenza can help a client determine the best social media strategy, then craft a targeted campaign ranging from concept to creative and content development to implementation across all platforms. Essenza can help identify key brand influencers, or evangelists, and then create a marketing campaign directed at specific goals focusing on those audiences.
We were tapped to help launch a new brand using “integrated” methods: helping garner buzz for the brand using a blend of online content directed to a target audience, plus “paid” engagement from top bloggers in the client’s space. These bloggers also had strong presence on Facebook, Twitter and Instagram, and we were able to leverage millions of positive impressions of “brand love” across numerous platforms, simply by featuring the client’s product in relevant “usage” scenarios. The engagement numbers - the “shares” and comments as opposed to simply “likes” increased exponentially, helping drive sales in a key region for the brand.
Essenza Communications has done a great job of generating regular press for AIDP in the B2B space over the past several years. Pam and her team have been able to keep the news flowing consistently, leveraging our expertise in the functional ingredients industry, and helping us stand out at important trade shows and industry events.
MARK THURSTON, President, AIDP, Inc
Pamela Stewart is founder and president of Essenza Communications. Over the course of 30+ years, she has planned and executed communications programs for a wide variety of brands including health and wellness (finished products and functional ingredients), medical technology, renewable energy, outdoor industry, restaurant/foodservice and more.
Give us a call or drop us a line to see what Essenza Communications can do for you.