ronn torossian

The importance of complaining customers to marketers

2021-07-05 by Ronn Torossian
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According to marketing expert Theodore Levitt, “ One of the surest signs of a bad or declining relationship is the absence of complaints from the client. The client is either not being candid or not being contacted. Probably both. The absence of candor reflects the decline of trust, the deterioration of the relationship.” Complaints can be transformed into opportunities for a business to grow. Complaints can be difficult to handle at times, but complaining customers can be valuable for the growth of a business. Given below are the ways customer complaints can benefit a business. 1) Identifying areas for improvement... Read More >

Why press releases are still relevant

2021-05-17 by Ronn Torossian
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Companies have used press releases to get media attention for decades. A typical press release will contain for journalists the contact info of the main person behind a given project or event, information about what is happening, and facts. A press release is not an article; it’s one page of information. Most communications and public relations professionals know what a press release is, but not everyone knows when to use it and how to use it effectively. Writing a press release does not mean media outlets will write a story about it. The important thing for journalists are the questions... Read More >

Consumer Insights: Why Are They Important in Marketing

2021-04-25 by Ronn Torossian
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Today, customers across retail spaces expect high-quality goods and services to be matched with high-quality experiences. However a major challenge remains: how can companies and their target audiences understand each other enough to develop healthy relationships. The answer is by using consumer insights. Gathering and employing consumer insights is key to understanding a firm’s customers and to helping match high-quality goods with quality experiences. What Are Consumer Insights? Consumer insights, also known as customer insights, are the ideas gathered after reviewing and interpreting consumer behaviors, data, and feedback. Marketers can use these ideas and concepts to improve customer support and... Read More >

Engaging TikTok Audiences

2021-04-12 by Ronn Torossian
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The social media app TikTok has turned into a launching pad for plenty of new digital celebrities and brands - some are even using the app to create full-blown businesses. However, the growth in popularity of the platform hasn’t only been benefitting the newcomers, as plenty of traditional media companies have also benefited from TikTok. Companies such as Yahoo News, The Washington Post, and many others, have started turning to the app in very successful attempts to reach new audiences. Many brands have been following suit by adapting the existing content into short-form videos that can fit the app’s format... Read More >

Must Read PR Book of 2021

2021-04-06 by Jade Minh
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If 2020 taught us anything, it’s to expect the unexpected and that doomsday preppers may have had the right idea all along. Thanks to this reality, public relations continues to be more powerful than ever in a crowded, distracted, and confused world. The latter notion is expressed by CEO powerhouse, Ronn Torossian, in his second edition release of, FOR IMMEDIATE RELEASE: SHAPE MINDS, BUILD BRANDS, AND DELIVER GAME-CHANGING PUBLIC RELATIONS. Originally published in 2011, Torossian’s updated and revised version covers the changing social movements since its first publication--hitting on everything from the rise of TikTok culture, the fall of retail... Read More >

Why Buyer Personas Are So Important

2021-04-05 by Ronn Torossian
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Trying to determine the right buyer personas can be as challenging as celebrity judges trying to determine who the masked singer is. That popular Fox Network show thrives on keeping everyone guessing. However, that’s not a good place for marketers to be in. As diverse as the two may be, there is common ground between them. Making the correct identification is the key to winning. For marketers, good buyer personas inform marketers on not just who their best customers are or might be, but what challenges, issues or problems they have, and how they’re presently trying to resolve them. In... Read More >

Personalized Portals As Gateway to Customer Success

2021-03-22 by Ronn Torossian
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Marketers know personalization ranks high among today’s strategies to reach and keep customers. Personalized portals have been among the latest used in achieving success. An earlier article cited a 2020 Capgemini survey in which respondents identified personalized portals as one of the top five ways brands could retain their loyalty. A 2018 survey by Statista also reported 88% of U.S. respondents expected brands to have online self-service portals. And contrary to what some believe, the success of these portals bridge nearly all industries and not just a few. In wealth management and insurance, for example, Allianz offers a site that’s... Read More >

Basics of Creating Key Messages

2021-03-08 by Ronn Torossian
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It’s not always easy to communicate with a target audience  to make sure that the company’s point comes across the right way. That’s why businesses develop core messages that they hone and reiterate to the target audience so that people remember those ideas. Whenever a company decides to discuss certain issues, these types of messages can create meaning for the audience. They also provide a way for businesses to control their communication efforts and improve their relationship with the target audience, while also being relevant in PR campaigns. Key messages are an essential tool for businesses and can be used... Read More >

The Future is Online

2021-02-28 by Ronn Torossian
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Many consumers who flocked to digital platforms during the pandemic have expressed their intent to stay in cyberspace. Bread, an online retail financing platform, was among the latest to validate this in a survey of more than 600 customers. What can brands do to improve their position in the marketplace and increase their ROI? When the survey was conducted in September 2020, respondents reported spending more online than three months earlier in July. 47.2% added that they anticipate spending more online this year than in 2020. Bread reported that consumer shopping focus has also changed to essentials and products they... Read More >

Future of Data, Analytics, and Marketing

2021-02-16 by Ronn Torossian
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Analytics and data have become the core of digital PR, marketing, and advertising, which means having the right skills and proficiency in those skills on board leads to business growth and excellent marketing performance. Marketing leaders and their teams have to collect, track, analyze and apply the marketing data and analytics so they can differentiate how the brand’s customers are being engaged on different channels. While we’re still living in uncertain times, analytics and data matter to brands and corporations more than ever. Marketers have to improve the customers’ experiences, increase their brand loyalty, drive acquisition and create growth for... Read More >

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