Digital market funnel for public relations

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The RACE Planning Framework is a model with  four steps that can be used to make marketing   campaigns. The main goal of this tool is to bring  attention to the important stages of a company's   relationship with its customers. 1. Reach:  The business needs to talk to the customer   on this level. The company needs to find the right  customers and reach out to them in the right way.   2.Do something: The Corporation  needs to do something now.   Try out different ideas, methods, etc. to see  what works best. 3. Change: The business must   be making money at this point. Once the company  knows what works best, it's time to make money.   4. Engage: During this stage, the  company must build customer loyalty.   building long-term relationships with  its clients and keeping an eye on them.   Its name is an acronym for the four steps that  should be taken: Reach. Act. Convert. Engage.   First, let's look at Netflix to see how a RACE  marketing strategy works. Let's look at how they   promote their platform: Reach: Netflix has  a very attractive offer for new customers:   For one month, it's free. Act Then, Netflix finds  out what each customer likes most and gives them   a list of suggestions, pointing out the best  movies, TV shows, or documentaries for them.   Convert By the end of that month, the user  will sign up for a full Netflix account if   Netflix has found the right "key." Engage By  making its own original shows, Netflix keeps   its audience interested. People get hooked on  Netflix's shows, not on the service itself. Game   of Thrones on HBO is worth remembering. No matter  who you are, Netflix has a show for you. Vikings,   Black Mirror, and Stranger Things are just a few  examples. Each Netflix user's profile has a list   of shows that might interest them. Both Spotify  and Netflix use the same method to come up with   their marketing campaigns. RACE Planning is based  on a framework. What do they need to do? Reach   Spotify is always free to use. But there are  annoying ads, rules, and other problems. By doing   this, they can get to millions of users. Act But  they give you two months of Spotify Premium for   free (although we now believe it is 3 months).  This gets rid of all restrictions, has no ads,   and gives you more options. With their online  ads, they definitely know who they want to reach.   "Google Home" is another platform  where Spotify Premium is advertised.   Convert Spotify doesn't just make money from its  Premium memberships. All of these ads are paid   for. They have a variety of ways to make money.  Engage How do they talk to the people who use it?   With Their Recommendations, one of its most  trusted sources. They use a formula to figure   out what music you might like... And it works  very well. An Example of the Kinder-RACE Framework   If you don't like Kinder products, you must be  a terrible person. Kinder Surprise is one of the   most well-known toys for kids. We love Kinder, but  they don't pay us to say that. Why did they do so   well? Let's look at the RACE model to see how they  became such a well-known brand: Reach At first,   they only went after small children. Kinder  treats have always come in small amounts that   can be eaten as a snack. But if you look at their  ads for Kinder Bueno, for example, they tend to   market to older people. Because of this, among  other things, Kinder chocolate Maxi was made.   Act Kinder is always coming out with  new flavors of ice cream, chocolate,   etc., which they call "innovation." They  definitely look into each other's success   rates and the parts of the market where it  happens. Convert Because they have so many   items and Special-Packs, they can make money  from each one in different ways. You can buy   a Kinder Surprise in a store or as part of  a special pack that comes with other treats.   Engage With their small gifts, they haven't  just caught the attention of young children.   They sell a lot of Christmas Packs and Advent  Calendars, which helps their customers feel like   they have a "special link" with them. Babybel  has a good example of the RACE framework.   Kinder is like Babybel when it comes to chocolate.  It's small and mostly made for kids, but almost   everyone loves it. How can a product be so popular  when everyone can cut a piece of cheese in its   place? Let's look at it through the lens of RACE:  Reach Many people heard Babybel in grocery stores.   At least where I live, there was often a Babybel  Stand in the grocery store. You might get a free   sample of one of their products there. Act Babybel  has tried out different cheeses and new ways to   package them. They make them and sell them to  the right Market based on how well they do.   Convert They mostly work with people who  buy from them often and can be counted on.   People who buy something occasionally because  they want it or have tried it at a stand.   Their goal is to turn these occasional customers  into loyal ones. They did this by making different   kinds of cheese. Even though they sell a lot  of different things, most of their sales come   from their small traditional cheeses. As  we've already seen, Kinder has a Product   Mix that is a lot more varied. Engage To keep  their customers, mostly children, happy, they:   Use stories in their advertisements. Use  characters from kids' movies on the package.   Send gifts (Toys, generally). Also, even  though the red cheese wax is not a toy,   we have all played with it. Summarizing The RACE  Framework is a model with four steps that can be   used to make marketing campaigns. Its name is an  acronym for the four steps that should be taken:   At this stage, the company must  reach out to the customer. Act: At   this point, the Corporation needs to do something.  Change: The business must make money right now.   Engage: During this stage, the Firm  needs to get customers to stick with it.   Tips on how to make a successful  RACE marketing strategy:   Before you go after the right customers,  take the time to pick the right target.   To keep track of the results, you need to choose  a Measure for each Action you take. As many ways   as possible should be used to make money. Set up  a way for your customers to get in touch with you.