BICOM Global

A. You must be prepared to adjust your message to fit the media landscape of the U.S. market. This can be tough for brands who are well established in the countries where they were founded. But it’s extremely important to get a quick grasp of how the media works in the U.S. Language isn’t the only barrier; there’s tone, culture, and relevancy in whatever industry you’re jumping into. The right PR agency can help you navigate all of these points and more.

A. One way to gain insights is to conduct market research in the given industry or segment you’re looking to expand in the U.S. Specifically take into account regional differences as well as industry specific nuances. You can start with simply desk side research or get as granular as you want through a market research partner. Bear Icebox has experience working with clients seeking to tap into new markets and we have research partners who can provide you with robust data to make informed decisions about your growth in the U.S.

A. You can conduct surveys or do A/B testing to figure out what words are resonating with your intended audience. You can also take a close look at your engagement online via social media channels. Are you receiving any type of feedback that indicates unclear messages? Are you receiving feedback at all?

A. Yes, there are. The U.S. is a large country with differing demographics that can make or break a brand from New York to Los Angeles! But it’s all about how you’re speaking to decision makers within your industry. You can sell warehouse equipment that has amazing power and can do high-tech things–or you can sell warehouse equipment that saves 5,000 lives per year because of innovative safety features.

A. It’s all about telling compelling and impactful stories. That is what sets brands apart. PR helps brands find those unique and special stories that reporters want to write about and what consumers want to read about. And people make good stories. Why? Because people buy from people, not brands.

A. We have a 9-Point ROI Framework that we stand by. Measuring ROI on a PR campaign can be tricky and often frustrating but following steps to track your efforts can give you a solid snapshot of your ROI on the earned media side. Any highly effective PR push will be integrated with your larger organization goals (sales, marketing, culture, etc.). Working with an agency is most effective with an internal member of your organization who can be the day-to-day contact.