digital PR. digital marketing. for a digital world.

escherman is the brainchild of Andrew Bruce Smith. With a career spanning 24 years of public relations and journalism, he has developed and implemented many highly successful strategic PR and marketing communications programmes for some of the world’s biggest consumer and enterprise IT brands including IBM, MySQL, Checkpoint, ZoneLabs, Novell, Siebel, FileMaker, Internet Security Systems and Hyperion Software. He was one of the first PR professionals in the UK to exploit email, the Internet and World Wide Web as high impact public relations vehicles. Described by journalist Sally Whittle as “the de facto godfather of PR blogging”, he provides regular, pithy industry commentary on his personal blog, In Front Of Your Nose.

How would you describe escherman?

A smart combination of search engine optimisation, analytics, traditional PR and marketing content skills. And a willingness to experiment and learn.

Er, can you try that again?

OK. Marketing and PR professionals (and the companies and clients they represent) are facing a number of tough challenges. For example, traditional techniques such as mainstream advertising are becoming increasingly less effective. The humble press release has taken a bit of a bashing as well. However, few people are prepared to risk dumping everything for the uncharted waters of blogging, vlogging, podcasting, social media, and whatever this week’s latest digital fad might be.

Nevertheless, everyone seems to agree that digital is the where the future lies. It’s just that nobody has written the map to chart the course yet. Also, you have a number of very good niche specialists – for example in SEO. Joining all the dots is the key to this – which is where escherman comes in.

So. How do you help marketing and PR professionals?

Our starting point is always the customer’s customer.

We’re with David Meerman Scott when he says that: “Without a focus on the buyer, most marketing communications activity is built on what the organisation wants to say rather than what the buyer wants to hear”

You may argue that this is what marketing and PR has always been about. But it has never been more true.

Which means we make sure we have full buyer personas in place. If you haven’t got them, we’ll develop them for you. But any marketing or PR campaign today needs to get this bit right.

We can then set to work on building an integrated digital content strategy.

What’s an integrated digital content strategy?

We firmly believe that content-based digital PR and marketing programmes are the way forward. A mix of innovative new delivery mechanisms coupled with good old fashioned story telling. However, analytics help to make the story more accurate and compelling (though it won’t write it for you).

OK. I’m interested to know more. What should I do now?

Let’s talk. Drop me an e-mail, or simply call 020 8334 8095. Tell us what you are trying to achieve and we’ll give you an honest answer as to how we can best help you. We may not have all the answers, but we think have a few more than most.