Reference marketing, as well as extensive SEO and SEM activities, pay off. How else to build a brand's position on the market? With the help of well-prepared and personalized content. An example may be Rekol - work, opinions on the image of this modern brand brings the appropriate effect. He is one of the clients of our agency and another company that is convinced that PR and marketing activities are necessary to build a coherent image of a strong player on the market.
A successful branding process outshines the competition and plays an important role in creating customer loyalty. The brand should be accessible to the consumer, as well as present its values, vision and mission. Her activities must be broad and content. What tools do companies use for promotion? Outdoor activities are of key importance, as well as those carried out in the online space. An example of a well-prepared communication strategy is the one for Rekol - work, opinions about the brand are key. How to build them? First of all, taking care of details and looking for new ways of communication.
The first step to building a brand's opinion - communication strategy
How to create a communication strategy? Let's present the Rekol case study. Work for this client consisted of:
- construction communication strategy;
- brand positioning in the online space;
- building a strategy Google ADS;
- extensive social media activities;
- consultancy in the field of communication.
Rekol is a dye manufacturer that offers innovative home, wood and fabric products. How to distinguish a brand from others? Here, the solution is to do the right research. Investigating who is the recipient of the products, what are their expectations and why they are buying Rekol products. Working in the field of research is essential and helps to understand the basic needs of already recruited consumers. And this is another step to attract new customers.
The communication strategy concerned the positioning of the company in the online space using social media, as well as Google Ads. In addition, our task is to generate interesting content that meets SEO standards.
Rekol brand - work, opinions on the target group
An important step in building the strategy was to examine the recipients of the products. Are these young people who use the Internet on a daily basis? Are we talking to entrepreneurs or individuals? What is the client of Rekol - the opinions of our experts helped us determine the right target and choose the tools that we believe will be effective.
Effective brand promotion is primarily the implementation of campaigns in line with customer expectations. Filtering your audience based on demographics, gender, and where they live can help. Each target group requires a different approach. And so it was with the activities for Rekol - work done from scratch, brings results in the future.
Defining the values of Rekol - working in the online space
The next step that our PR agency took after creating a comprehensive strategy was the implementation of tasks in the online space. For this purpose, we have generated content for the blog. How to choose topics to be engaging? Special programs that analyze the behavior of individual clients are used for this. All actions taken must be consistent with the vision and mission of the company - it is the determinant. From the very beginning, the Rekol brand emphasized that its task is to provide quality products - in line with the expectations of the modern consumer. Another advantage of the company is Polishness. Rekol positions itself as a brand that produces and packs all products in Poland. These are the hallmarks of the company.
Rekol brand - positioning
Brands most often expect conversion and sales from positioning. The main goal is to build the company's awareness among consumers. In order for the campaign to be effective, it is necessary to generate adequate traffic to the website. We also undertook such activities for Rekol - work and opinions are one thing. However, positioning is a lengthy process that must be properly adjusted to the consumers.
Rekol - work in social media
The next step was to build the brand's position in social media. And there is something to fight for. About 26 million people use social media in Poland. The Internet itself and as many as 32 million Poles. No wonder that e-commerce is growing at a 12% pace, and every year in our country there are more and more stores operating in the online space.
The Rekol brand is positioned in the media as a quality supplier of innovative solutions. Fabric dyes make it possible to change the appearance of decorative elements in the home, e.g. pillowcases, as well as already worn clothes. Everything in line with the zero waste and circural economy principles.
Social media activities are not only aimed at selling Rekol products. It is also positioning the company as an expert and supplier of innovative solutions. Inspiring customers brings results.
Building a comprehensive communication strategy and its implementation also requires great flexibility. All businesses that operate in uncertain times should bear this in mind.