Archive for the 'public relations' Category

bacon for breakfast? mmmmm!

Enjoy Bacon? Of Course You Do!

Here’s why. You didn’t have a chance.

The original Father of Spin, Edward Bernays took on the Beech-Nut Packing Company as a client in order to salvage their tanking bacon sales as American switched their eating preferences to breakfast cereal, toast, and juice. Together with fellow publicist Ivy Lee he’s credited with founding the profession we know today as public relations, although looking back some might question the morality of his triumphs.

Cue Homer Simpson.

Bernays was a nephew of Sigmund Freud, and his remarkable marketing insight allowed him to successfully pitch smoking cigarettes to American women as patriotic. At the height of the Cold War his campaign on behalf of the United Fruit Company’s Chiquita banana brand led to the overthrow of the democratically elected Guatemalan government. No surprise, then, that when he focused then new marketing techniques on the task for his client he successfully switched on the bacon for breakfast gene that had begun to dim.

Pass the pork.

the 1st amendment, defined

Designer, CEO Team Up to Deliver A Powerful Political Statement to Nation

In today’s hypercharged political atmosphere there’s a lot of talk, often uninformed, about the Constitution’s Bill of Rights and what the First Amendment means, depending on the point being conveyed.

One citizen’s bold response to the Republican’s damaged nominee for President.

This is an example of civics and citizenship that combines freedom of speech and freedom of the press in an elegantly crafted statement regarding the Republican party’s 2016 nominee for President of the United States. An important component in the process was the cleanly Spartan design of the full page advertorial.

Agree or not, this private citizen took the time, and wrote a very sizeable check, to participate in a thoughtful, non-commercial attempt to influence public opinion.

advertising meets recall, wins

Still Selling – Just Unsafe to Ride

When Dealernews published Polaris’ “DO NOT SELL – DO NOT RIDE” bulletin concerning the Slingshot’s steering mechanism (defective ball bearings) and roll bar assembly to dealers in late January, you’d be correct in thinking dealer print and online promos and ads would be pulled until the situation was resolved.

The first public inkling that something was amiss came when the company’s letter to dealers popped up on the brand’s product online forum. That was January 16, less than a year out from the 2014 official public launch and just a few months into production of the reverse sit-in trike designed to take on BRP’s sit-on Spyder.

slingshot parked for safety repairs

Considering the daily barrage at the time of global and constant publicity concerning GM’s failure to clearly and promptly address their otherwise miniscule ignition switch fatal defect, or the ongoing problems of Japan’s Takata Corporation, supplier of proven lethal airbags to the automotive industry, the approach taken by at least two powersport dealer website management firms to allow Polaris’ fledgling Slingshot to remain in their dealer client’s main banner rotator is puzzling to say the least.

Those dealership content management contractors are well paid on the their promise of providing vigilant oversight, facilitating manufacturer communications, and lightning quick content updates to franchisees usually ill-equipped to oversee the day-to-day front end needs of online marketing. Or not.

crisis management – crucial for credibility

Taken together with the lack of transparency by the manufacturer, Polaris, and it’s a perfect example of a communications misfire from the top down that’s disappointing at the very least, lending further credence to the industry’s ongoing need for professional communication managers with the knowledge, skill, and authority to manage the occasional crisis. Consumers deserve better for a three-wheeled product that tops out at nearly $30,000.

There’s been no further word on the progress of this remarkable dealer notification that affected nearly 2,000 already shipped units, so consumers might assume that repairs to the steering rack and rollbar that began in late January have apparently been completed.

b-to-b needs softer approach

Improve B-to-B With Creative Storytelling

b-to-b gets a creative makeover

The January issue of Advertising Age takes a look at B-to-B marketing as brands continue to sort out what works and what doesn’t for industrial communications in the digitized age.

The conclusion is that brands can’t rely any longer on a business marketing process that doesn’t address the issue of  “wonderful storytelling,” according to GE global creative director Andy Goldberg. In other words, the old way of sexing up a page from a parts catalog and hoping it flies are long gone.

Like every other area of corporate communications, from PR to advertising, the social in social media is the leading influencer effecting the creative upgrade.

finding new media outlets

For GE, that means taking advantage of previously untapped platforms like late night talk, boosting “Fallonventions” on the Jimmy Fallon Show to demonstrate the brand’s human side.

Others describe the new approach as moving from data to gut, and doing what connects emotionally. United States Gypsum (USG), hardly a warm and fuzzy candidate for storytelling, did just that in their “It’s Your World” ad series.

With user experience driving this new approach, the goal is to connect potential buyers using content that explains a brand’s product in an engaging and educational manner. How well that will work with traditional buyers used to making dollars and cents decisions based on bottom line performance will determine B-to-B creative in a way that could be hugely transformative.

And if its proven effective in the long run over traditional methods, the need for involving creative direction that’s familiar with social media will be paramount.

online newsroom publicity perks

typewriter-72px.jpg

Small businesses can benefit from creating a unique online newsroom.

Invest In Online Assets For Longterm Dividends

As whats left of print media transitions into a hybrid that blends traditional content with digital distribution, private industry is likewise developing answers for inventing new channels of promotion and publicity. Read about how Coca-Cola is a leader in setting up and stocking unique content for both consumer and b2b consumption.

The need for effective strategies is best seen in the use of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as essential marketing disciplines. Both focus on the power of search to direct audiences inbound to content, and those same procedures are being successfully refined and funneled in the establishment of online newsrooms.

Online News: Not The Same As Google News

Online newsrooms are a physical location unrelated to Google News’ rich snippet metatag aimed at specific categories and reserved for branded publications. Yet the preparation of materials for the online newsroom should include some of the same workflow that’s utilized in a Google News approach to pull marketing.

Online newsrooms are also a total departure from the commonly used and outdated drop down menu method of accessing company news and resources, which requires multiple steps before even reaching a starting point and focuses solely on archiving content, not repurposing.

Biggest Difference? An Adventure, Not An Archive

The contemporary onliine newsroom is designed as a visual destination separate from the main website. It’s a unique container offering an assortment of video, audio, text, visuals, and ready-to-wear social content – all delivered in an easy to use User Experience (UX) layout that puts a premium on interesting and engaging presentation to serve various forms of content that might otherwise go unnoticed.

Online Newsroom – Think Investment, Not Expense

Today’s news resource – and that includes all that PR brings to the mix – must deliver solid content quickly and easily to a wide audience with unique needs. Design, creative, IT, and marketing all have a part to play in the successful implentation of a modern online newsroom.

Design your online newsroom to make maximum use of visual breadcrumbs and cues to guide editors, researchers, writers, and curators in finding not just what they’re looking for, but what they need to accurately inform their audience about XYZ Company. Need help? Lets explore a solution custom tailered to fit your needs.

aimexpo set to launch

Powersports Gets New Show

Recent news from Advanstar that the Dealernews February Dealer Expo, held in Indianapolis after moving west from Cincy in 1998 but suffering badly from lagging attendance and exhibitor disinterest since the high water mark in the mid ’00s, will move to Chicago in 2014 means the newly formed AIME consumer show faces a much lower bar to overcome as a cross-channel powersports industry marketing event.

Orlando has enjoyed major motorsports industry success as a destination for years. Ironically, after welcoming thousands of exhibitors and hundreds of thousands of attendees since moving the event south, the Performance Racing Industry (PRI) expo, held in OCCC’s North-South venue since 2001, returns to Indy this December as part of a SEMA brokered reunification with the International Motorsports Industry Show (IMIS, aka, hard core racing).

I’ve enjoyed many industry events in Vegas, Indy, Cincy before and after, and in Orlando – in both the West Building hosting AIME’s inaugural outing and the massive North South venue across the street. Considering Orlando’s in my back yard – midway between where I grew up on Merritt Island an hour south of Daytona and where I now live on the Gulf shores – it’s with some amount of satisfaction that the move I’ve long recommended to the powersports industry has now come to pass.

“We Don’t Serve Their Kind Here!”

SEMA registrationI’m proud to identify myself as an advertising and PR professional who attended his first powersports industry event in the lobby of a long forgotten Daytona Beach hotel while studying Journalism and Communications as a PR major at the University of Florida in the late ’60s.

So yes, it comes as somewhat of a rude shock to discover that the critically important marketing professions have been explicitly excluded from the B2B portion of the event by way of a regressive, considered, exorbitant admission fee. In my own home state no less.

“Non-exhibiting manufacturers and service providers can obtain credentials to attend AIMExpo during the exclusive trade-only days on October 16, 17, & 18, 2013 by paying a mandatory $400 registration fee per person.” (Emphasis added)

This, despite the occupations’ marquee status as a major advertised component of the event’s announced educational sessions. Well that’s just stupid. Nothing like slamming the door in the face of an industry you’re only too happy to promote from a short list of insider presenters.

Unfortunately, AIME management seems content to continue to fail to grasp the critical role pr and marketing communicators play in the age of global social media or the technical nuances that go with. Note to organizers: the hot topic in mar-com these days is the merging of journo and pr as creators of much coveted retail content.

  • Exhibit A: Google “AIME” – discover why product and event naming is an art, not a commodity, in an SEO ruled universe.
  • Exhibit B: a Facebook invitation to this pr pro to “like” the event’s Spanish language page. Uh, yo no hablo español.

“Please note: Media credentials will be provided to reporters, writers, editors, videographers, photographers and producers. Advertising, sales & marketing and administrative staff are not considered working media and will not be provided with media credentials.” Ok, got it. Marketers are pariahs. Insult to injury, message received, message understood.

In the all important social media promoted message sweepstakes (including blogs), organizers have said no and no again to any WOM publicity on behalf of their aftermarket and OEM clients – the exhibitors.

For – lets say the scooter crowd, who are arguably in need of whatever exposure they can garner – this is a major missed opportunity.

As a content manager for a powersports dealer and other aftermarket clients, say so long to any professional mar-com generated event coverage or mentions. For – lets say the scooter crowd, who are arguably in need of whatever exposure they can garner – this is a major missed opportunity.

So with that not so slight slight out of the way, here’s some of what you might expect, might need to know, and might want to discover if you make the trip.

One Booth You’ve Got To Visit

For first time – and nearly all will be – powersports visitors to the massive OCCC facilities on International Drive, here’s a little insight into what you can expect compared to Indy’s mid-winter experience.

Weatherwise, October comes in as our second most active month for major storms, including hurricanes, behind September – which right now is pretty soggy. Just saying, come prepared for the occasional raindrop and although it’s early Fall for us it may still seem like the height of Summer, depending. Here’s what else you might want to know.

GoPro is an announced exhibitor, and based on past experience not only is their booth a blast, it’s the best chance you’ll (probably) have to score an on-the-house camera. They always bring game, and theirs is one of the hippest and smartest booth marketing efforts you’ll see. Free beer’s a definite possibility, but even if it weren’t the show and tell theme makes this big dog and pony a must see.

Where Ya’ At?

When it comes to a place to stay, the sky’s the limit. Metro Orlando is second only to NYC in lodging. One of Indy’s major draws was the ease of pedestrian access between downtown lodging and the convention center. OCCC? Eh, not so much.

Odds are you’ll want to stay reasonably close by on International Drive, and there’re plenty of options to choose from, from lux to how many can we cram in a room.

Who’s Driving!

Nobody drove to and fro in Indy. Make that virtually nobody, as downtown parking was a sparse commodity. Whether you were holed up out by the airport or in more recent years downtown, private show shuttles and the connected airwalks were the way folks got around.

Orlando’s different. Unless you’re staying across the street from the West Building in either of the Rosen properties or the Peabody, best bring your hiking boots.

In fact, even if you did snatch a room at one of those facilities, the walking distance still might come as a shock compared to, say, Indy’s Hyatt.

PRI, to its great credit, put together a fleet of convenient and timely hop on board show buses that operated around the clock during event hours and included the (understatement) popular Beer On The Bus after each day’s close. AIME hasn’t said, but the difference in scale probably precludes anything similar.

If you’ve got a car, you’re in good shape. Parking’s plentiful at the OCCC – $15 at the venue lot. On street? No and no. Otherwise, you’re likely marooned and will have to depend on public transport and private taxis to get around.

What’s For Dinner?

Unlike Indy – very unlike – you won’t find a dense downtown collection of closely connected destinations reachable – weather permitting – within easy walking distance. And also unlike the business oriented downtown Indy vibe, Orlando – make that Florida – is mostly indifferent, what with close to 70 million annual visitors tracking up the front hall.

If there’s going to be one major complaint, it will be the lack of memorable and/or quick dining options. Forget anything like St. Elmo or Palomino, although Tommy Bahama offers an interesting menu – the crab bisque in particular. Orlando is home to the Darden (Olive Garden, Red Lobster) Group, and that means you’ll most likely end up at a theme inspired franchise, take a number, and wait for your server to hustle up touristy drinks and mostly mediocre fare.

If over the years spent at Indy you’d grown accustomed to making a dash, quick or otherwise, outside Expo to grab a burger at Steak and Shake, a Happy Meal at Mickey D’s or one of Palomino’s fabo pizzas, well hang on to those memories. You wish.

I can say this without equivocation: OCCC food is nothing if not expensive, considering it’s mediocrity. You’re pretty much a captive audience while at the event – $15 for the cardboard inspired All American Cheeseburger, fries and a soda may have you begging for mercy after a couple of days.

What To Do Besides

Wellllll, besides Biketoberfest, there’s Disney some miles west or Universal just up the street – where you can grab a Duff beer at the brand new Simpsons’ Springfield attraction. Just around the corner there’s Sea World and dicey off-road adventure can always be had on S. Orange Blossom Trail (not on any tourist map or ticket kiosk). Or you could head 45 minutes east and spend some time hanging out at the Lone Cabbage Fish Camp for a taste of the kind of food I grew up on, finishing up with an airboat ride around the St. John’s River fed Lake Poinsett.

Then, if you haven’t been yet, continue your journey up to NASA’s excellent Kennedy Space Center (KSC), then out to Cocoa Beach and a run through home boy Ron Jon’s original Surf Shop for a memorable dude experience before heading home.

Welcome to Florida!

dew steps up – 140 characters

And with that sponsored tweet, Mountain Dew defused the latest in an embarassingly numerous string of downright stupid ad hoc ads by major consumer brands in recent weeks/months.

Crisis PR? Sometimes it really is that simple: recognize the problem, acknowledge responsibility, resolve offense. Please notice the refreshing lack of any weasel wordy qualifier, i.e., “…if we’ve offended anyone.” There, done with that.

lululemon, cvs fumble crisis responses

cvs, lululemon battle for negative headlines

lululemon and cvs compete for negative headlines

Alternative fitness clothing manufacturer Lululemon’s troubles multiplied following one of the more colorful product glitches to make headlines. The Vancouver lifestyle darling’s line of yoga pants was revealed – yes – to have a manufacturing defect apparant only during down dog, a position that due to the fabric stretching across the wearer’s butt caused a sheer effect that revealed everything to whoever was behind the owner of said pants.

Meanwhile, drugstore chain giant CVS suffered major shots across the bow as a result of a particularly heavy-handed employee health policy that went viral. In order to access the company’s health insurance lowest rates, workers have to submit to a screening for obesity, hypertension, glucose, and several other tags that can signal problems.

problems of their own making

Both companies stumbled right out of the gate. Their failure to either forsee or immediately correct course is unfortunately all too typical of a corporate culture that continues to ignore how brand reputation is affected in the age of social media.

Despite increasingly common examples of how the medium can be leveraged for a positive result regardless of whether news is good or bad, simply ignoring the problem or trying to hammer an alternative outcome despite popular sentiment doesn’t work.

flash pants and worker shame linked to brands reps

For CVS, by far the more effective approach would be to offer employees free or discounted membership in a fitness facility, rather than exacting a two-bit nickel and dime penalty forcing workers to wear the “unhealthy” cone of shame. How does that motivate? If you’re obese, it’s usually no surprise.

For Lululemon, whose corporate rep is usually massaged by a themematic yoga chant as opposed to any heavy lifting, they stuttered and stammered before finally issuing a recall of the pricey flash pants with wording that bore an uncomfortable resemblance to the lame not-an-apology that begins with, “If we’ve offended anyone…”. But not until after the horse had floated over the dam trying to clean up the milk spilt.

3 steps to social management

  1. Be Prepared – have a team in place and empowered
  2. Be Alert – to what’s happening in real time
  3. Be Responsive – to the message that is, not the message you want

social top source for mainstream media

social networks drive mainstream media

for the first time, social channels drove mainstream reporting

For the first time, social channels drove the broadcast, cable and print news cycles and were repeatedly sourced for content and tone. Big brands soared to the top of mainstream media reporting in February as a combination of unrelated events underscored the importance and immediacy of social engagement.

Consumer brands Oreo cookies and Maker’s Mark bourbon both got a thumbs up for their conversation handling. Oreo’s reaped a whirlwind of p.r. goodwill for their initiative during the Super Bowl partial blackout, while MM parent Beam quickly did an about face after announcing a change in the whiskey’s formulation.

Those examples contrasted with Carnival Cruise’s headlines for a different reason, and who knew that President Barack Obama’s State of the Union address and the Republican response would offer a gold-plated opportunity to score huge headlines. Unfortunately, not everyone is up to the task of monitoring, let alone responding, to social media’s powerful audiences. Read more here.

animated gifs enjoying comeback

animated GIFs have been around for awhile

baby cha cha and spinning globes

GIFs, or Graphic Interchange Format, was an early graphic format (dot-GIF) that demonstrated how different digital media was from print by offering flip-book like animation. One of my first attempts at the medium (READS, above) was constructed in Photoshop, while another early effort (HEADLINE!, below) was built with Fireworks.

My first recollection of the wow factor was of Baby Cha Cha, which easily holds the distinction of being the first viral internet/web sensation.

The GIF file was used extensively by the bulletin board ancestors to the web like CompuServe, which originated the format. When you see a GIF it’s most often in animated form (although there’s nothing in the file suffix to differentiate between animation and still), delivering economic motion characteristics in a sparse, somewhat choppy loop.

panic

gifs aren’t all cats blinking or presidents winking

GIFs definitely have their place as a banner ad upgrade. Unlike Flash movies, GIFs are perfectly compatible with Apple iOS mobile devices and easily jump email barriers that often stymie attempts to pass along Javascript effects. (How can you tell whether an image is a Flash movie or an animated GIF? GIFs can be selected and saved directly from your browser.) Because of its small footprint (depends entirely on complexity – large authoring files will generate large .gif output) and quick creation, GIFs are finding renewed popularity.

Programs used to render animation include imaging applications like Photoshop (top) and Fireworks (above) at the high end, freeware by the truckload directly off the net at the other. Production is easiest with the latter, more complex – and versatile – in the former. They’re often (and perhaps unfairly) thought of as the poor cousins of Flash (SWF) movie elements.

Awarded the distinction of being the 2012 US Word of the Year by the Oxford American Dictionaries, GIFs are enjoying a resurgence as a unique art form. There’s even talk by global PR firm Burson-Marsteller of resurrecting the medium as an actual tool for business communications. As if it ever went away.

I’ve put together a  vintage collection of animated GIFs over on my web site that shows how effective the medium is at maximizing a small space with a big message. No mischievous cats allowed.




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