On November 1, 2016, a new research has redefined success in terms of what it really takes for the marketing press to drive sales among small start-up businesses.
According to the survey study conducted by an online public relations (PR) boutique named Bospar, most American adults feel the need to see more than one media placement before subscribing to a company website. This statement is directly congruent to its investigation on the viability of various PR media coverage in July of 2016.
In essence, the focus of attention is leaning away solely from the brand of the press - hence the term 'de-branding'. Based on the related literature, Forbes writer Cheryl Conner aptly stated that "the local TV news is more important than even the New York Times or TechCrunch for average Americans". This perspective challenges the popular viewpoint in terms of how one understands the necessities required for the press to drive sales.
People between the 33 to 44 age bracket have the highest probability in visiting a company website after witnessing one good press story. Millennial group comprising the 18 to 34 age bracket represents an audience that requires twice or five times more frequency for the press to drive sales. Between men and women, the fairer sex drives a harder bargain.
It pays to take note, however, that the consumer's higher income strongly correlates with the business sale. People with over 75k-to-99k annual salary are more likely to visit a site by the first look of a good story. The lower the income, the more visibility required.
Young investors are beginning to comprise a significant sector in the business industry. Instead of buying huge shares of an established company, those who decide to start from scratch could learn a lot about strategic media placement and effective press visibility.