New Account Wins For OTC Health And Beauty Social Media Marketing And PR Firm Robin Leedy & Associates (RL&A)

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Social Media Driving the Business

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“Whether it’s for OTC health or beauty brands, we understand how to communicate with these shoppers and the channels we need to activate in order to engage with them directly in real time,” Russo adds.

Social media specialists Robin Leedy & Associates (RL&A), a public relations and social media marketing agency known for its expertise in the OTC/HBA categories, announced several new client wins: VSL#3®, Barielle®, Oxy Skin Care®, Sea-Band® Anti-Nausea Wrist Bands, Keri® Lotion, Konsyl, Conair® Scales and Stopain® Cold.

Specializing in OTC health, beauty and nutritional brands, RL&A will be conducting integrated social media and PR campaigns for these new clients. The agency has shown proven success with their current work on both the Softlips® and Anti Monkey Butt® Powder OTC accounts, and numerous others in the beauty and nutritional categories.

“While all of these brands are very different in nature, they are all similar in that their target demo is typically women who shop for HBA brands for themselves and their families in drug, food, mass market and natural food/nutrition stores,” says Robin Russo, agency president. “Men shop, too, but are a secondary target in most cases, particularly on efficient budget spends.”

“Whether it’s for OTC health or beauty brands, we understand how to communicate with these shoppers and the channels we need to activate in order to engage with them directly in real time,” Russo adds.

“Our business has not only seen a resurgence this year as companies in the OTC and beauty categories have increased their marketing budgets over 2009 and 2010, but it has also strategically evolved, quite a bit,” says Russo. “In the past year, we’ve found that interest in social media marketing has grown into an essential element in conversation between the brand and its consumer. While we are still doing traditional OTC health and beauty PR, we are seeing a lot more excitement about Facebook and other social media marketing activities, including video production and digital distribution, which our clients tell us are engaging sales and altogether changing their relationships with consumers.”

No longer do you necessarily have to wait for an editorial placement, or have the budget for advertising, if you can be creative in your consumer engagement, she says. “The key is for social media and traditional PR to be integrated in order to get the most value for the budget,” she adds. And while budgets seem to have “opened up” a bit this year, “We are still working with very tight budgets, making efficiency of funds critical to the process and to the success of the projects.”

RL&A works with numerous OTC health and beauty brands conducting integrated PR and social media marketing campaigns, including Facebook and Twitter strategies, blogger/influencer outreach and online video production, strategic digital distribution and daily consumer conversational engagement, as well as traditional media outreach. The firm often partners with other top OTC and consumer products experts, such as The Emerson Group, a consumer products equity organization, which provides strategic consulting and sales execution services to vendors competing in the United States.

For more information, go to http://www.robinleedyassociates.com or contact Robin Russo at rrusso@rlapr.com. You can also find them on Facebook at http://www.facebook.com/rlachatter.

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