What should you do first?

Focus on the product or focus on marketing

Many people while they call to hire a PR agency, ask the question that, what should be the priority; Sales or marketing. I have personally encountered this question so many times that now I can even sense this question.  Very simply I am going to point out 5 points, and you can judge yourself that which one should be your priority.

Here I am listing down those 5 points and, I will also try to explain the same.

Brand Awareness- Imaging you have launched a restaurant that serves local Rajasthani food. Even though people around the area where the restaurant is situated can be reached out through word of mouth, but in order to increase sales, the restaurant has to tap new customers. Now, here we can take another example of online business. If you are offering a service or product online and apart from your limited audience if you don’t have many people following you, how you are supposed to reach to targeted/prospective consumer.  To reach these customers one has to initiate a campaign that works for both. The best PR agencies can help you guide the entire campaign.

Competition Ready– Whenever any brand tries to initiate, the first thing I always suggest to them; is about their competition-ready approach. So, what does that mean? Competition ready approach means when we do research on our competitors and find out a way to increase brand equity with unique offerings amongst their existing consumers. The most interesting part about the competition ready approach is that the target audience always has buying behavior. If a brand does not possess a competition-ready approach, it will become difficult for the brand to create an impact in the longer run.PR agency helps you prepare a competition-ready approach.

Customer Buying Behavior – Having taken all the pains to establish the business, without taking account of the customer, all the effort will go to the drain. Knowing your customer base reduces the unnecessary effort of failed labor. Studying consumer behavior gives an insight into their sentiments. With this information, the company can keep a tab on the rising demand, which can help you access the outcome. It is also instrumental in molding the content and message as per the demands of the customer. PR agencies create such communication to help achieve customer buying behavior.

New Customer Acquisition – For an effective brand reception, it should be made sure to acquire as many new customer bases as possible. Coming up with new products or service, or giving a new twist to the already existing one that fulfills the requirement of the customer, helps in generating loyalty amongst the non-consumer base, converting them to the list of future loyal customers.

Establishing as a brand – All the above-mentioned factors contribute to establishing the brand. By relating with the target audience and generating campaigns and content revolving around their interests can help the brand visibility. In turn, this helps in brand reception amongst the audience, aiding in the establishment of the brand.

Hence, when seeking a PR agency it is important to have a clear picture. Though sales are the end result of all the effort and clients and brands while acquiring PR aspire to get increased sales, but it is the marketing that aids in the achievement of this goal. Marketing enhances the outreach of the brand, creating visibility amongst the audience.


Twenty7 Inc. is a creative communication PR Agency with 360-degree solutions for integrated brand building of the business/ clients. Deciphering the clients and their target audience, we devise customized innovative strategies that best suit the requirements of their business and fetches the desired result of establishing them as ingenious thought leaders in the sector. We at Twent7 Inc. have a very practical disposition and staunchly believe in adapting to the changing scenario of the market. Likewise, the narrative of the storytelling/ message is shaped to deliver exclusive results that stay relevant to the brand and also their audience.


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