Roam Generation. Doing things differently.
Roam Generation not only stands out from the crowd because Erin Carey runs her unique agency from the bows of a boat, but she’s managed to make her boutique agency different by seamlessly managing all of the necessary tasks remotely.
She has a team of trusted PR professionals who help her from all points of the globe, but she likes to ensure that her clients get the very best in service, so she oversees each and every account herself. Erin talks the talk. She represents travel and lifestyle brands who want to stand out. She represents them from a boat.
By finding your difference, Erin will be able to help your business stand out from the crowd. She will create unforgettable stories about what differentiates you from your competitors. Being the best simply isn't enough anymore, and she understands this more than most. Erin has created her agency based on her passions and her roaming spirit; she aligns her values with yours. She brings like-minded people together, forms connections and makes sure that your story matters. Roam Generation is a boutique agency offering the results of an agency much larger.
Interestingly, Erin often hears prospective clients express concern over their past PR agency passing their account to a junior member. Clients want to ensure that they are top of mind with the senior team and Roam Generation can deliver this much more effectively than a large, faceless firm. Another benefit of employing a boutique agency is that they have considerably fewer overheads. Especially if they work from a boat! Erin has no HR issues or office space to consider, and she can pass these savings directly on to each client.
Allow Roam Generation to discover your distinct brand voice and weave their words through your PR activities, blogs, social media and website. Are you emotional or aspirational? Straight-laced or funny? You will work with your public relations agency to firm up your authentic brand voice. Have a look at Barkbox, Cards Against Humanity and Dollar Shave Club to see three unique and distinctive marketing voices, tones, and styles.
People enjoy a good story. If it is unique or particularly fascinating, it will be remembered and discussed. It might not be the company story that should be told, but perhaps that of the founder and how their entrepreneurial spirit or journey led them to the lightbulb moment to start the company. Roam Generation embraces tales of unconventional startups, setbacks, personal peculiarities and even hobbies. Inc.com shares some interesting stories that showcase differentiation and why it’s important.
Why not do some good. If you carry out regular community service activities, Roam Generation can integrate this into your PR campaign. It might be a community cleanup day, a wellness event, supporting a charity, disadvantaged youth or animals. You can use photographic and video content to highlight the story in trade, local and regional press, and amplify it on social media.
Another great way to differentiate yourself is by becoming the voice of authority in your industry. It's a great tactic to make you stand out from your competition, particularly in the travel industry. It's another way to look at PR driven storytelling, recognition, impressive credentials and showcase your brand voice.
Being different allows you to:
Generate word of mouth publicity
Create memorable stories
Allows your customer to see you more clearly
Have competitive advantage
Become the voice of authority
Be known for something special
Erin explains, "The most important strategy in the PR mix is to unearth your 'different' and share that with the world. Finding your difference is the fun part of PR, and it's how we unlock stories worth sharing and remembering. Sameness is a race to the bottom in PR and business. What do you do that your competitors don't? Work that out and amplify that as the linchpin of all communication. Being the best is irrelevant. Providing quality is not a PR message. Being different in a category of sameness IS the best approach to managing PR well for anything. At Roam Generation we ‘live life differently’ and that’s what sets us apart! We literally live the lifestyle we represent. Here is more context on how differentiation fits into our top-line recommended approach to strategic PR".
The best way to understand your 'unique' is to understand your customers and speak to them in a language they understand. Know your point of interest and how you can express that, and when you should say it. All of these integral PR ingredients will help you build a stronger brand, help build a strong community and have better customer loyalty.
