Creative solutions that are easy to love and impossible to ignore

When Sandia Pueblo Governor Felix Chavez decided to develop a campaign about Puebloan cultures and traditions, he recognized the need for a specialized storyteller to ensure that the message would be relevant and understood.

At a time when authenticity and visibility are paramount to an organization’s success, partnering with an accomplished marketing agency can both enhance a brand and generate a positive return on investment (ROI). So, Chavez sought the expertise of a local agency that could effectively guide him to his goals with precision and efficiency, while allowing him and his staff to stay focused on their primary business.

With such a vast array of mediums available to communicate – from publications, to podcasts, to social platforms – it can seem that successful publicity merely rides on getting your message out to the most people, by using as many media channels as possible. On the contrary: Outreach to all usually attracts the attention of none.

That is why a diversity of organizations, from Sandia Pueblo, to Spaceport America, to those squarely in the business of communications, like the Albuquerque Journal, need to be strategic and creative - identifying target audiences, cultivating authentic engagement, and streamlining their tactics to achieve the desired outcomes.

To help organizations get started, Sunny 505 shares these insider tips on a few common tactics:

Advertising: Placing your message and your money where it matters.

Determining where to spend your advertising dollars is crucial for effective message exposure. To do that, organizations should be asking: Who do we want to reach? How old are they? What gender? Where do they live? What types of activities do they participate in? What media do they consume?

For instance, if you’re trying to reach seniors looking for adoptable pet companions, the local newspaper or Facebook would be, um, the “prefurred” spot for an ad. Whereas, if you’re opening a combo brewery/dog park to attract ages 21 to 34, then TikTok or Instagram would be your best friend.

Never is ad strategy tested more than in a crisis. Covid was a prime example. As businesses saw consumer traffic plummet, many had to get more creative about engaging a wary public. One of the hardest hit places in the country was Gallup as tourists stayed away. With agency guidance, Gallup shifted its advertising to social media and digital platforms to reach people on their devices, highlighting safe outdoor adventure imagery. The campaign, which was a novel concept at the time, increased Gallup’s reach by 75%.

More recently, the Albuquerque Journal realized it needed to better connect with its customers and sought the expertise of a consultant who helped identify the newspaper’s customers’ needs and devise better campaigns to help them accomplish their goals. After seeing the results, Pepper Lang, whose family has owned the Journal for four generations, said, “Sometimes you just need a truth-teller who can show you your blind spots.”

When deciding between mainstream media and digital, keep in mind that digital advertising allows companies to target people by very specific demographics (even down to within 1,000 feet of a particular location). Depending on the circumstances, print may be a better route. Many traditional publications today may even offer packages providing access to both print and digital formats. Whatever route you take, the key to a successful ad campaign is a customized message tailored to the right audience, at the right time.

Public relations: Your brand is only as positive as it is perceived to be.

Public relations, or PR, refers to communications conducted by an organization to manage how people perceive it. PR usually appears as earned media (unpaid), via mainstream news reports, self-authored articles or opinion pieces. It can help to improve reputation, increase market share, or revive a stagnant organization. Such was the case for New Mexico’s Spaceport America when it sought expert guidance.

The world’s first purpose-built commercial spaceport sat dormant for nearly a decade. Even with Richard Branson’s name attached to it, the place needed a relaunch to get elected officials and New Mexico’s general public excited about the opportunity to be a leader in aerospace. A robust earned media campaign, integrated with targeted outreach and innovative events resulted in more than 1,000 positive news stories and 540 million impressions inside of a year. The Spaceport continues to see growth today.

Even amid the popularity of social media, the choice to leverage mainstream media can be powerful. Not only can PR put your business on the map and establish your products or services on both a local and national scale, but positive news stories can also be shared by you on social media, on your website, in newsletters and within other marketing materials.

Social Media, So Many Choices: How and where to post.

More communication takes place on social media platforms than any other medium. TikTok, Facebook, Instagram, LinkedIn, Pinterest and Snapchat are some of the most popular. Pinpointing your target audiences via social media can help optimize your sales. However, you must do it well if you’re going to do it at all. To be effective on social media, a business has to commit the staff time necessary to regularly post relevant content and respond to others when warranted.

As with advertising, it is important to know who you are trying to reach with a post and which social media platform will be the most effective to do so. For instance, if you are in the business-to-business market, LinkedIn is optimal. If you are trying to reach Gen Z, you’ll find them on TikTok. If the market is baby boomers, Facebook should be your social media platform of choice.

Often, though, a business doesn’t have the time or resources, or even the capability to view themselves from a different perspective. Many organizations find that having outside support from a trusted agency is well worth the ROI. It’s nice to have a “private cheerleader,” who understands you and who you can trust, said Kim Skinner, a member of the board of directors for the Regional Spaceport Tax District and mayor pro-tem of the City of Elephant Butte.

Identifying what’s real – and what’s really fake - in the digital maze

Finally, the proliferation of fake news, biased reports, and bots, which mimic human behavior on the internet, can obscure genuine customer interactions, harm company reputations and trick organizations into thinking their message is reaching their intended audience. So, it’s vital that businesses not only monitor and analyze their digital presence for any misinformation about them, their products and services. They should also work to verify the authenticity or source of their online audience. When fraud or misinformation is detected, the organization must respond promptly with accurate information to maintain credibility and trust.

While many companies manage the various aspects of marketing and communications well on their own, it’s a lot for any internal team. Those that partner with an agency like Sunny 505 are better able to focus on their core competencies, stay informed about trends, grow market share and ultimately rise above the noise.

SUNNY505, New Mexico's largest women-owned and culturally diverse full-service marketing, advertising and public relations agency, excels in guiding organizations through these complexities, ensuring their organizations not only survive but thrive. For more information on SUNNY505 and how its team can help your organization rise to its highest potential, visit sunny505.com.