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Consumer & Lifestyle Public Relations
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Consumers are the largest market to build an effective public relations program for. This market includes people of all ages, ethnic backgrounds, professions, and lifestyles. Approaching this market as a whole would be a daunting task.
Antarra has found that breaking this large market into more targeted groups and systematically addressing each group via the publications and communication vehicles they use most has created a dramatic business impact for many of our clients.
Various aspects of a product or service can be emphasized according to the market addressed. For example, from a parent’s viewpoint, a cell phone for a teenager means safety and communication and hopefully not too large a phone bill. To a teenager, a cell phone means taking photos and text messaging with their friends. Each market segment needs its own messaging to communicate the advantages of a product.
Consumer messages should be simple and easy to understand. The difficulty is many current consumer products and services have underlying complex technologies. Antarra helps clients translate their innovations in a concise way that captures the product’s usefulness and communicates the value proposition of the product’s technology without intimidating or confusing their audience.
Antarra’s team has long relationships with the large network of general interest media, as well as more targeted key markets both regionally and nationally. Through our relationships with the media, we know what each editor wants to see in a product or service. We will develop effective media lists to speak to the editors that best understand your particular market.
By monitoring local and national trends, we can take advantage of publicity opportunities as they arise. Knowing what information editors, reporters, and on-air personalities want we can tailor our communications to them about your product or service. Then Antarra will develop a results oriented public relations program that provides a real business outcome for you.
The goal of our consumer relation’s campaigns is to drive consumers to buy a product, technology or service because they first hear about it, then understand it and ultimately want it.
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| New at Antarra |
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| Antarra Launches New Web Site in English and Chinese |
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