"The future of the press office": Rise at Seven generates £1million with reactive service
Rise at Seven says it has already generated more than £1m in revenue with a new reactive marketing service.
The Sheffield-based consultancy claims that Rise Live will “put brands at the centre of trending topics in no more than 60 minutes.”
Spanning social, PR, influencer, content and paid performance it will be led by Kate Leach, who moves from Digital PR Lead to Head of Reactive Marketing.
“The shift in PR over the past year is really clear - people want fresh, topical news and they want to know it fast. We’ve noticed a spike in the demand for reactive PR, but also a need for related reactive marketing to further promote our clients. The beauty of this strategy is its quick to get results and brands can get directly involved with exciting topics that their direct consumers are guaranteed to engage with across social, email marketing, on-site content, and PR,” she said.
“The way we approach reactive PR and marketing is different. We’ll make sure we spot the media moment firsthand, but tie it with true relation to the client and their expertise to secure coverage that delivers so much more alongside smart promotional marketing. Our aim is to drive not just brand exposure but engagement to ultimately drive traffic (and subsequent sales) direct to our client's pages that matter.”.
So far Rise at Seven has offered this to clients in the UK, US, Germany, Spain and Netherlands.
“Speed is a competitive advantage, and in today's world where TikTok, Netflix and Elon Musk can have an immediate impact on consumer buying behaviour - brands need access to both data and resources in order to move fast to current trends,” added Carrie Rose, CEO and Co-Founder of Rise at Seven.
“We have built our own tools that give us live insight in seconds regarding trending stories, searches and social activity across the biggest platforms in the world in industries including finance, forex, fashion, beauty, film, travel and more. If we know what's trending, we can move fast and put our clients at the centre of it.
“We have been trialling this for the last 6 months and seen incredible successes. We have seen that reactive marketing delivers 5X the ROI due to its relevance and speed. We believe every brand needs to speed up their marketing in order to remain relevant.”
One of the tools that it’s created is a dashboard, that pulls in live information about what’s trending on social media and the top headlines for the day. As soon as a “big media moment” happens, the team of 10 will add the data to make stories and commentary different.
“I see this as the future of the press office, reacting to trends, product releases, breaking news and popular culture to generate coverage across the worlds biggest publications,” added Will Hobson, PR Director of Rise at Seven.
“This sort of marketing will have immense ramifications for the industry however to be effective with this strategy, relevancy and speed are critical. The importance of being first really elevates your marketing efforts - and has the potential to be even more effective than large marketing campaigns, just by using speed as a competitive advantage. I’m excited to see this service grow even further with Kate leading it.”