DNA isn’t a PR agency and we’re not trying to be one. Yes, we think it’s important to have a joined up communications strategy and yes, PR is an important part of the communications mix, but you can’t be all things to all men. We can deliver better results by working in partnership with specialists (so that’s what we do).

Working with a good PR person can achieve incredible results (I once witnessed someone secure a motorcycle manufacturer more than £60,000-worth of coverage with two phone calls) but if you don’t have the budget, it’s also possible to achieve measurable results on your own. After all, who knows the interesting aspects of your business better than you?!

Here are a few tips that might help…

Read More >>

We’ve been working with Subway for many years now and, although it’s never been a brand that’s stood still for long, the company is now part-way through a really interesting repositioning exercise. Working with London agencies McCann Erickson and Momentum their plan is to make more of how easily you can customise their subs into something you really fancy – whatever you feel like (something you can’t do with a KFC or McDonald’s). We’re really pleased to be part of the process and hopefully it won’t be long before we can show you some of the ways we’re chipping in!

Read more at: http://www.marketingweek.co.uk/subway-to-launch-new-brand-strategy/3004226.article

Or check out their new ads here: www.thedrum.co.uk/news/2009/09/09/11338-subway-set-to-reveal-new-campaign

A lot of articles have been written about how consumers in general make decisions about purchasing a product or a service. One thing is for certain, social media and the ability to read other people’s recommendations is playing an increasingly significant part in most consumers’ buying habits.

In a recent survey by Nielsen, 90% of people said they trusted recommendations from people they know (perhaps not surprising), while an impressive 70% trusted the opinions of other consumers posted online. These were followed closely by brand websites, editorial (invariably someone’s PR) and brand sponsorships.

The Internet has given the consumer the ability to post information online without having to go through a third party. Such “straight-from-the-horse’s-mouth” communication is clearly very powerful, demonstrating the potential of social media as a marketing tool.

Be warned though, social media can be as destructive as it can be helpful. Marketing a service or product through blogs, forums, social networks and other online communities necessitates losing control. One has to be a) supremely confident in the quality of what’s on offer, and b) willing to take the good with the bad!