Product attributes - the key to the whole campaign

published 2001

All brand or product managers know their product attributes. It's the list you give your advertising agency to work from when creating your television commercials or print advertisements.

Taking a hypothetical food product as an example, this list of attributes could graphically be presented as a pie chart that looks like this: 

This isn't just of value to advertising however; from a PR point of view, the same chart can be redefined to identify which media segments may be interested in releases based on those individual product attributes: 

Where you may only be able to afford three or four publications, TV or radio programs for your paid advertising message, there is still a potential pool of over 100 publications and shows which may be interested in a tailored press release.

If you want to get really serious, then your PR provider should also be able to use the same attribute list to plan a host of other non-media opportunities such as these: 

If this makes sense (and it should) but you don't have the time or the resources to capitalise on it, then please contact us: