Top 12 Things
May 5, 2016
#MediaMonday – Mark Ragan
May 9, 2016
Photo via Pamela Crouch

Photo via Pamela Crouch

If you think brands can’t have the same swaying power as media and industry experts, you should think again. Content marketing is used just about everywhere we look, leaving tons of partnership opportunities for brands to play in the same sandbox with other major influencers.

At the PRSA Western District Conference, I attended an integrated marketing session led by Chadney Barcus, national director of marketing for Coldwell Banker Real Estate. During it, she explained how Coldwell Banker learned how to become a top influencer through integrated strategic partnerships, public relations and thought leadership.

For the real estate franchise, it wanted to become a trusted expert and influencer in smart home technology. As we all know, things like this don’t happen overnight. The company had to first research to see if it could even enter that field. As Mark McClennan, senior vice president of MSLGroup, noted in his PR Predictions keynote, “2016 is the year of measurement and analysis. Companies must invest in the research.” Research is key! If a brand wants to leave a mark in the field, it needs to be sure it can own the space .

Coldwell Banker learned that developing partnerships with other industry experts in the field is also necessary. In fact, “partnerships” was a common theme of the conference. Many of the speakers kept mentioning the importance of partnerships, collaboration, integration, working together, etc. I even tweeted about it, here.

Through research and strategic partnerships, Coldwell Banker had the data and research backing to be able to create its own content on smart home technology. So, it shared its findings and content with its partners. It also used that content for its blog and social media. For any of us with real estate agent friends, we know how often they like to post on social media, so you can imagine the reach all of this great content received!

The results?

To date:

  • 1,200 smart home media placements
  • 154 million in audience reach via public relations
  • 4,000 reached through education sessions and panel presentations
  • 500,000 social media engagements
  • 12,000 sessions to online content
  • 75 percent blog traffic from new visitors

The important takeaway here is that you should never skimp out on doing the research or underestimate the power of strategic partnerships if you want to your brand to become an influencer.

Shelby Ray
Shelby Ray
A former HMA Public Relations employee.

Leave a Reply

Your email address will not be published. Required fields are marked *