CINCINNATI: Procter & Gamble has asked its PR and ad agencies to take a closer look at how the consumer-goods company can use key influencers in its marketing efforts. P&G, one of the world's largest consumer marketers, also wants firms to consider how to more closely integrate PR, advertising, and other marketing efforts.
The directives resulted from Buzzpoint, an internal meeting P&G held in November where roughly 600 company staffers heard from such speakers as Al Ries, coauthor of The Fall of Advertising and Rise of PR.
P&G is also looking into improving its measurement of the effectiveness of influencer PR efforts, said Charlotte Otto, global external relations manager.
"We already have a lot of influencer marketing going on, and that's going to continue," Otto said. P&G's Iams pet food, for example, has long worked with animal breeders to reach consumers. Crest toothpaste has used dentists, Otto explained.
The company wants to "find a way to measure more and understand how we can measure influencer impact on consumers," Otto said. "[We're looking] to be more effective in reaching the target consumer."
P&G has used traditional PR and cause-related marketing in the past as well. What came from Buzzpoint, however, was the concept of more effectively integrating all aspects of PR, marketing, and advertising, and looking beyond traditional PR to new approaches, Otto said. The meeting won't result in any immediate changes in P&G PR, Otto said. However, the integration message heard at the meeting could have long-term implications on future marketing at P&G, she added.