Does your company have data that can make for an interesting story? While the launch of your clinical trial or technology’s new features may be significant for your business, the media may not embrace this news. Maybe your data tells a more interesting story.
Big data is a popular buzzword, but it really has become an integral part of doing business today. Every company can benefit from what the data reveals – such as cost reduction options, ways to increase sales, where the competitive advantage lies, and how to improve decision-making. Even if your business doesn’t have all the algorithms or the AI technology to predict customer behaviour or loyalty, valuable insight can be gained from website analytics, inbound business trends, customer demographics and even social media monitoring.
Maybe you are an online marketplace that provides customers with competitive car insurance rates. The market insight you have is invaluable. You can see the neighbourhoods with the highest insurance rates; what types of cars or profiles pay the least; even seasonal trends for renewal. All these insights contribute to an interesting story with mass media appeal.
What if you don’t have any interesting data to lean on? Many companies create their own through polling. Some take it one step further, like CAA’s Worst Roads campaign, which provides advocacy as an end result, while getting valuable earned news coverage. Surveys can be done economically across any business or industry, from professional services to health and wellness. And if done properly – pulling a statistically representative sample of randomly selected respondents – they are credible and recognized by the media. Poll findings on what Canadians think, or how they behave, make the news daily.
Is your organization challenged with developing a newsworthy story? Look at your sales and marketing data and consider consumer surveys to uncover those compelling angles that you can make your own.