Ronn Torossian is CEO and Founder of 5W PR in NYC

Cable network, Animal Planet, may have found a winner with its Treehouse Masters program. While not – at all – about animals, the show is interesting and offers a broad appeal. The producers also know how to work the crossover angle. In a recent episode of the program, the crew on the show built an incredible treetop music studio for a recording outfit out west. To provide the necessary tension and build for the show, they also teased that the first act to record in the studio would be popular musician, producer and composer, Cee-Lo Green.

The show worked out exactly as producers hoped. Fans loved it for its uniqueness and the crossover appeal to both pop watchers and music fans landed well. Ronn Torossian explains why it worked and how you can use a similar strategy in your own business.

#1 – Stay true to the brand

When trying new things or exploring new opportunities, the temptation always exists to go too far toward something and to leave who, and what, you really are behind. Don’t lose what you are when trying something else.

#2 – Cross over, don’t cross out

When a company chooses to expand its brand, the transition should be gradual, not sudden. Don’t just jump from one market to another. Seep into it gradually, inviting new fans without alienating others. No one ever appreciates it when you turn your back on the ones that got you to where you are just so you can take a step in the direction you want to go.

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#3 – Honor the new tire kickers

Any time a different, or new market group engages with your brand, make sure to set the table for them properly. Show them that you honor, and respect where they are coming from, and most importantly, that you care enough to treat what they care about, right. Treehouse Masters did this by bringing in elements that musicians, and producers would definitely care strongly about…and doing it right.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.