Great Brands That Compete On Value: Contribute To Collective Wellness

For the last couple of months, much of what I’ve been sharing with our readers has been related to news and why it’s important to keep those in our community educated about what’s going on within your organization. To briefly recap, the benefits to both parties in this symbiotic relationship – those responsible for generating newsworthy buzz and the consumers of that information – are abundant.

The successful promotion of any business relies on keeping those in the community where you do business, and especially your target market, informed and aware of why your existence matters to them.

News has the ability to capture the attention of a much wider audience than other commonly utilized marketing tools.

It’s human nature to want to know more about the world around us. Even though once we’ve learned something new we may not necessarily know how we’ll use it later on down the line, we have it at our disposal nonetheless. So, when given the opportunity, most will at minimum give just about anything a quick once-over or a moment of their attention, if only to determine its relevance in their lives. That being said, if news doesn’t land directly in their laps so to speak, it remains something that many will actively seek out, and you’ll want to be positioned as the first source they come across.

This is true with anything that has to do with our health and wellness, where the more you know, the better. It’s universally important topic because it impacts us all, so we have equal standing as stakeholders. And it’s a hot-button issue with the contentious nature of what the future holds for insurance and healthcare in America, and for us here locally.

While we often talk about the importance of figuring out exactly who your target audience is, where they are at, and the best ways to get in front of them with your messaging, there are certain instances where reaching a wider, less specific audience is fitting and this is one. In generating that widespread awareness, people are armed with the knowledge to help themselves and help others too.

Take cancer for example. Today, sadly it’s something that has touched us all in some way or another. For the types of cancer that are gender-specific or more prevalent in one gender than the other, reaching those at risk is critical. At the same time, those people still have family and friends of the opposite sex who care deeply and want to know as much as possible so that they can offer support wherever needed. So it makes sense to share important information with the general public regardless of who is more apt to act on it. As so many talented professionals work towards ultimately finding a cure, the work of so many others in different areas has resulted in advances made and new things being introduced all the time. That translates into so much potential for sharing the news of all of these breakthroughs that could improve outcomes and quality of life with the general public.

While obviously there are budget constraints to consider with any campaign, and tough decisions to make about how to maximize the funds you have available, news is often something that delivers excellent reach with a minimal investment.

The main takeaway here is that those who are well-informed will recognize the value of what you have to offer, and are also in a better position to spread the word on to others. Sharing your news, whether it’s health-related or falls in the business, non-profit, or personnel categories of our publication, is an easy yet effective way to deliver useful information that contributes positively to the lives of others.

Great Brands That Compete On Value: Contribute To Collective Wellness