Variations of the PESO model of driving brand awareness have gained ground around the world highlighting the power of building campaigns across paid for, earned, shared and owned media, and delivering a range of useful measurement analytics.
So what is PESO and why do you need to know?
The PESO model underlines the need to combine elements which are in some organisations currently managed separately, (paid, earned, shared, and owned media) to most efficiently achieve and measure results. The approach should be used flexibly using different media combinations based on the required outcome.
What the PESO model offers is a framework to shape strategies and tactics around. Different components of PESO are likely to be more effective for different parts of a buyer or other stakeholder’s journey and decision making process.
The different elements:
- Paid Media – as the name suggests, any media you pay for
For example, sponsored posts and online advertising but It also includes TV and other traditional advertising, direct mail and sales promotion activity.
- Earned Media – what others say about your brand
This is achieved through positive PR – getting a journalists, bloggers or other online ‘influencers’ to write about the company or organisation and share key messages giving third-party endorsement.
This is all social media and includes aspects such as video sharing and online forums.
All platforms and content that is owned and controlled – from websites to company blogs to company case studies, magazines and brochure material.
A very simple example of PESO in action:
- A company produces a well-researched and well written white paper that will be of interest to potential prospects. The paper is published along with a blog post on its website = owned media
- The link to the blog is then shared across the company’s social media channels. It is picked up by others who like, comment and re-share it = shared media
- To make sure it is seen by more of the right people and the specific, target demographic, the company also runs sponsored social media ads that take people through to the blog – paid media
- A potential customer downloads the blog and supplies their contact details becoming part of a follow-up sales process
- A potential supplier or distributor does the same
- An industry journalist sees the online activity and decides to write an article on the topic, mentioning the company/organisation and the white paper = earned media
- A final key element is the tracking of the response to this activity and generating analytics to measure the response – sign ups to the white paper, Google analytics of the website response, follow up leads
Original creative ideas and images (content) which capture the imagination while conveying business or organisational benefits are more important than ever and PESO shows how a strong campaign theme can be spread most effectively.
Communication across wide areas of the planet can be almost instant which creates a huge opportunity and using multiple levers of the sharing process increases impact.
In addition to the speed of communication an important new factor is the digital footprint and the powerful analytics that can be generated and used to measure the impact and response to activity.
Early adopters of the PESO approach have been primarily the big consumer brands which have an international following. However smaller companies, business to business brands and organisations also have significant benefits to gain by using this more integrated approach.
The importance of platforms such as Google, Facebook, You Tube, Twitter, Instagram and LinkedIn, plus the central role that smart phones now play in our lives has changed the way we consume and share information 24/7. Companies and organisations that ignore this are missing opportunities and possibly putting themselves at risk.