Social Media Week: Will You Marry Me?
Today I went to the dentist and the hygienist was talking about an idea she had to start a business. She said she was going to create a one-sheet marketing piece to slip under doors of potential clients. That was her major marketing push to launch the business. She asked my opinion.
Obviously, I said she needed a cost-effective, strategic PR campaign aimed at earning bright, big media coverage that will drive client acquisition, retention and loyalty. She honestly has a good business idea.
However, PR and the one-sheet isn't enough. You have to marry that great idea and the marketing campaigns that are occurring offline (PR and the handout) with an online strategy. Now, she is a bit older than most of the savvy online marketing crowd, but I told her she needs a dynamic website and a strong, persistent social media campaign that engages her customer base and others who can spread the good word for her.
We spent a good amount of time talking about the complexities of social media (o.k. she talked and I kind of grunted as she hacked away at my teeth). The timing of this discussion couldn't have been more appropriate.
This week the global business community is engaged in Social Media Week. Sessions are being held around the world. Personally, I've been tuning in to the free online streaming video of the discussions at www.livestream.com/smw_chicago1.
Is there a silver bullet that works in social media? No. Does an effective strategy take some trial and error? Yes. However, ultimately it needs to be married with what you've developed as offline marketing tactics. Just as TV ads are consistent with newspaper ads for most campaigns, your Facebook, Twitter, YouTube and LinkedIn messaging should be equally integrated across the board.
The talented professionals at this PR Firm have successfully developed and implemented several social media plans for our clients. We encourage you to ask us about the ways we've driven the bottom line and spread awareness for our clients. Look us up on Twitter, LinkedIn and Facebook to engage.
Wednesday, September 21, 2011
Friday, September 16, 2011
PR Heavy Lifting: Gain PR Success!
Public Relations Firm
Great article in The New York Times (at: http://www.nytimes.com/2011/08/24/business/media/lacoste-recasts-itself-in-its-own-prestige.html) on Lacoste – which mentions a simple but great guerrilla marketing tactic – Dressing the “wait staff, bus boys and valets at the Hamptons location of Nobu “…in clothing featuring the Lacoste logo, an open-jawed crocodile. (Not genius at all – one understands that upscale, influential people are going to the elite Japanese restaurant in the Hamptons – yet no one does things like that.)
As their marketer says: “As a consumer, you’re sitting there and Lacoste is all around you. But it’s not in your face screaming to you that there’s a branded moment here in the middle of your meal — it’s an elegantly disruptive activation.” The article goes on to explain that “at the Soho House and two Hotel Gansevoort locations — all in Manhattan — also are wearing clothing provided free by Lacoste.”Over the last year, the agency has pursued a strategy of “aligning the brand with key cultural zeitgeists and influencers.”
Brands rarely like to get chances – it’s hard to get fired for advertising in the super bowl – but try something below the line and its risky. Many brands and buyers take the easy and conventional path – rather than hiring a risqué Public Relations agency or marketer to work hard and do heavy lifting. Often less expensive the right activities provide a much bigger bang if and when done right.
Some tactics to consider from this PR Firm CEO:
Seeding product? Give it away free to an advertising agency, modeling companies, publicists, posh gyms – and anywhere people trendy are likely to be. Offer free refrigerators or things which people will actually use – and for a low cost acquire great brand advocates.
Consider pop-up events around the “official” event. We host an annual after-hours event at the Sundance film festival – where we simply rent a house and throw a great party when the “official” events are long finished. Offering a great private venue our brands get great access (and pictures), and our celebrity attendees – all of whom attend free of charge and stay for hours – have included Sean “Diddy” Combs, Paris and Nicky Hilton, Kim Kardashian, Nick Cannon and many others.
Hire a celebrity to shop at a store and get “caught” by paparazzi buying your product. Do it regularly and it will create a lot of hype if placed properly by your agency – and be much cheaper than paying for a celebrity image in mass market media.
Consider guerilla guerrilla marketing, street theatre, polls and other attention getting maneuvers rather than the easy way out.
And just think, for something as basic as gifting the NOBU staff you may even get a great feature guerrilla marketing story in The New York Times.
Great article in The New York Times (at: http://www.nytimes.com/2011/08/24/business/media/lacoste-recasts-itself-in-its-own-prestige.html) on Lacoste – which mentions a simple but great guerrilla marketing tactic – Dressing the “wait staff, bus boys and valets at the Hamptons location of Nobu “…in clothing featuring the Lacoste logo, an open-jawed crocodile. (Not genius at all – one understands that upscale, influential people are going to the elite Japanese restaurant in the Hamptons – yet no one does things like that.)
As their marketer says: “As a consumer, you’re sitting there and Lacoste is all around you. But it’s not in your face screaming to you that there’s a branded moment here in the middle of your meal — it’s an elegantly disruptive activation.” The article goes on to explain that “at the Soho House and two Hotel Gansevoort locations — all in Manhattan — also are wearing clothing provided free by Lacoste.”Over the last year, the agency has pursued a strategy of “aligning the brand with key cultural zeitgeists and influencers.”
Brands rarely like to get chances – it’s hard to get fired for advertising in the super bowl – but try something below the line and its risky. Many brands and buyers take the easy and conventional path – rather than hiring a risqué Public Relations agency or marketer to work hard and do heavy lifting. Often less expensive the right activities provide a much bigger bang if and when done right.
Some tactics to consider from this PR Firm CEO:
Seeding product? Give it away free to an advertising agency, modeling companies, publicists, posh gyms – and anywhere people trendy are likely to be. Offer free refrigerators or things which people will actually use – and for a low cost acquire great brand advocates.
Consider pop-up events around the “official” event. We host an annual after-hours event at the Sundance film festival – where we simply rent a house and throw a great party when the “official” events are long finished. Offering a great private venue our brands get great access (and pictures), and our celebrity attendees – all of whom attend free of charge and stay for hours – have included Sean “Diddy” Combs, Paris and Nicky Hilton, Kim Kardashian, Nick Cannon and many others.
Hire a celebrity to shop at a store and get “caught” by paparazzi buying your product. Do it regularly and it will create a lot of hype if placed properly by your agency – and be much cheaper than paying for a celebrity image in mass market media.
Consider guerilla guerrilla marketing, street theatre, polls and other attention getting maneuvers rather than the easy way out.
And just think, for something as basic as gifting the NOBU staff you may even get a great feature guerrilla marketing story in The New York Times.
Thursday, September 15, 2011
PR Goodies: Why We Love Franchising
PR Firm Chicago
It's the people. The people of franchising that I can connect with on so many levels. They are the reason why I have completely fallen for the industry. As the owner of a PR Company in Chicago that serves the Franchising industry with exceptional Franchise PR, I feel I can talk about this.
The bonds that I've formed as a pr consultant within franchising over the years have opened my eyes to countless new personal and professional discoveries. I know millions worldwide feel the same way about franchising's impact on their lives. That shared respect for the industry is what keeps franchising moving forward. Whether at the local level or at company headquarters, franchising feeds the fire in all of us.
It truly brings out the best in us. We share a common passion for perfection, a belief that we must always go beyond expectations. I think this need to succeed comes from a vibe that emanates out of all of us. The energy I feel, which I think many of us can relate to, stems from our entrepreneurial instincts. We in franchising are optimists by nature but pragmatic in what we do. We have hard time wasting time and setting daily goals isn't about punching in or pounding the keyboard. it's about progress that pushes our visions forward. For us, the future is now; tomorrow is just as important as today.
We're franchisors, franchisees and suppliers. Our organizations may serve different purposes but the drive deep inside of us is the same. And, it serves all of us well because we relish the opportunity to inspire each other to reach our potential.
Most importantly, the people of franchising harness their talents to support others. It is this element that is unique to franchising. Innovation occurs at all levels and is then shared throughout franchise systems. Franchisors develop new products, franchisees share best practices and suppliers turn visions into reality. Our businesses become better because of each other. We're independent but gladly reap the benefits of working collaboratively. No other industry I've come across offers this much independence with as much networking and sharing.
It feels good to be a piece of a larger whole that is working together.
It's the people. The people of franchising that I can connect with on so many levels. They are the reason why I have completely fallen for the industry. As the owner of a PR Company in Chicago that serves the Franchising industry with exceptional Franchise PR, I feel I can talk about this.
The bonds that I've formed as a pr consultant within franchising over the years have opened my eyes to countless new personal and professional discoveries. I know millions worldwide feel the same way about franchising's impact on their lives. That shared respect for the industry is what keeps franchising moving forward. Whether at the local level or at company headquarters, franchising feeds the fire in all of us.
It truly brings out the best in us. We share a common passion for perfection, a belief that we must always go beyond expectations. I think this need to succeed comes from a vibe that emanates out of all of us. The energy I feel, which I think many of us can relate to, stems from our entrepreneurial instincts. We in franchising are optimists by nature but pragmatic in what we do. We have hard time wasting time and setting daily goals isn't about punching in or pounding the keyboard. it's about progress that pushes our visions forward. For us, the future is now; tomorrow is just as important as today.
We're franchisors, franchisees and suppliers. Our organizations may serve different purposes but the drive deep inside of us is the same. And, it serves all of us well because we relish the opportunity to inspire each other to reach our potential.
Most importantly, the people of franchising harness their talents to support others. It is this element that is unique to franchising. Innovation occurs at all levels and is then shared throughout franchise systems. Franchisors develop new products, franchisees share best practices and suppliers turn visions into reality. Our businesses become better because of each other. We're independent but gladly reap the benefits of working collaboratively. No other industry I've come across offers this much independence with as much networking and sharing.
It feels good to be a piece of a larger whole that is working together.
Subscribe to:
Posts (Atom)