Return on investment (ROI) is the ultimate goal of public relations for garden businesses. Everyone wants to see tangible results.
PR firms gather data to demonstrate their ROI using many variables. Measuring PR's effects can often be quantified with hard data. Sometimes, however, it cannot.
A true measurement of ROI requires other types of evaluation, besides numbers.
Learn new ways of calculating public relations return on your garden business' investment below.
The first step of a good PR effort creates buzz about your garden business.
Engagement and brand awareness are often goals when a garden business seeks out a gardening PR firm.
Public relations firms want your garden business to be the life of the party! Even more than that, we want you to be involved in emerging conversations.
Luckily, cultivating an engaged base of green consumers has never been easier than it is today.
Social media has streamlined interaction and made it possible to communicate across multiple platforms in an instant, exponentially improving your garden brand's reach.
Measuring this engagement can get very detailed, but the big picture doesn't require much social media know-how. Your PR firm will engage Facebook friends and Twitter followers in conversations about your garden business, and you will see a community begin to grow and take shape.
Cost and Reputation Savings
The days of customer service hotlines are over.
When people want to share opinions about their experience with products, services, or businesses, they take to the internet.
PR pros engage customers in productive, positive ways so your business maintains good standing on internet forums like Yelp and Angie's List.
But how does this affect ROI?
Less time dealing with customer complaints means more hours spent building positive relationships and nurturing growth and less putting out fires.
Every garden business craves loyal customers. But, trust can't be bought or sold. It must be earned.
Outstanding public relations is the undisputed champion of building trust, and returning customers are a testament to that fact.
Brand loyalty is ROI - literally. The money your garden business spends on PR walks back in the door with every returning customer.