Monthly Archives: June 2014

June 25, 2014

Raise A Glass to Social Media This Summer

This Fourth of July, as we celebrate our independence from Great Britain amid a sea of patriotism, you might just reach for a British beer. That is, if a Facebook campaign planned by Newcastle Brown Ale does its job.

A recent Adweek article dissected Newcastle’s use of social media to outpace traditional advertising at carefully selected times of the year, highlighting the Heineken-owned brand’s core platform, Facebook.

Newcastle’s Fourth of July campaign, entitled If We Won, will feature videos presenting what our world would look like if the British had won the American Revolution. The humorous twist will follow on the heels of the company’s Super Bowl 2014 campaign, If We Made It, which poked fun by showing what Newcastle would have done with the time, had they bought an actual television spot during the big game.

According to the article, that campaign resulted in a triple digit increase in beer sales, as well as marked increases in brand awareness and purchase consideration. The company is hoping for a similar success as the beer of choice on America’s birthday.

The idea of harnessing the power of social media to outpace traditional advertising is one which has gathered momentum in the national marketplace.

Also targeting the predominantly male sports fan demographic, Red Stripe lager ran a social media campaign around the 2013 Super Bowl which garnered significant attention. It was created spontaneously in response to media conversation around a leaked Volkswagen ad centered on drivers speaking with Jamaican accents. When a media conversation grew, calling the ads offensive, Red Stripe responded by posting videos through social media channels. The hook was a Jamaican referees making on-field calls, including the VW ad controversy – which he declared not offensive, as “happiness was always in play.”

By the end of the big game, Red Stripe held a top spot in the social media rankings for the Super Bowl without ever placing an ad.

Big or small, it’s about changing the conversation.

Newcastle and Red Stripe are large brands with large agencies. But regardless of a company’s resources, the concept is the same: change the conversation.

While traditional marketing channels hold a powerful position, especially in the areas of reinforcing an overall brand, social media allows for immediate interaction. To spark a topic, one need only post it. No need to wait weeks or longer to check response rates; they will be right in front of you.

If you’re going to change the conversation, however, you also need to steer it.

A random post here and there won’t set the right ball in motion. With the ability to respond immediately to what you have posted, people will do so – positively or negatively – and it’s important to be ready.

To make sure you guide the conversation, it’s important to cover some bases:

Word your post in a way that solicits response. Ask a question, take a poll – anything to make your recipient pause and think of how they might contribute.
Be ready to chat. You wouldn’t start a conversation at the dinner table and then walk out of the room. Posting and moving on is the same concept. If you successfully engage your audience, let them know you are listening.
Address concerns. Even online, the customer is always right. If you receive negative feedback, address it right away with an offer to help correct the situation. People appreciate good customer response – the quicker the better.

Planned strategically, social media marketing can supplement or even surpass the ROI of traditional advertising. If you need help developing the right content for your social media audience, and to make a splash in a creative and impactful way, we would love to help. Visit us at www.klcpr.com or give us a call at 203.762.8833.

– BML

Show Me the Money

A well designed and executed PR campaign can go far in enriching a brand, supporting a message, and drawing attention. Hopefully, in the end, the results will lead to sales and ultimately to the internal meetings everyone loves – the ones with the power point slides featuring arrows that go up instead of down.

Other campaigns, however, cut to the chase: “We need your money.”

The simple truth is that for many businesses and industries, lack of revenue or investment means a slowdown in crucial research or production development that could benefit everyone. It is okay for companies to speak openly about this in the context of an expertly crafted PR campaign.

For one Dublin-based company, lack of investment could mean the perpetuation of a severe void in Ireland: that of locally produced, real corn tortillas.

Tortillas in Ireland? Yup. Serious business for Philip Martin, the entrepreneur and restaurateur behind the highly successful Little Ass Burrito Bar, which opened in 2012. To date, tacos haven’t been on the menu, because Martin felt the quality available in his country simply wasn’t up to par. Searching for a solution, he traveled to Mexico, learning all he could about corn within Mexican food culture and the creation of tortillas, starting right in the field.

Now, Martin is appealing to investors and foodies everywhere with a straight PR message for his newest company, Blanco Niño: “We need your money.”

Through a crowd funding campaign launched on CrowdCube, Martin – through Blanco Niño – is looking to fund the creation of Europe’s first real corn tortilla factory in Ireland. He has announced plans to create 30 jobs within the next five years, and to partner with Irish farmers to cultivate over 600 acres of farmland to grow high quality corn maize for his new line of tortillas, nacho chips, and masa harina products.

So far the Blanco Niño campaign has attracted 87 investors, contributing £121,550 (appx. $204,156). Their initial target? £60,000 (appx. $100,776).

Not bad for a campaign asking for money. So, what makes this one so easy to embrace?

Ask me nicely. Tell my why.

When crafting a PR campaign to raise revenue or funding, it’s important to treat the public as you would any investor. It’s their money, after all, and they can choose how to spend it. By offering as much relatable information as possible, you may just hold their attention long enough for them to open the proverbial checkbook.

In the case of Philip Martin’s Blanco Niño campaign, he has drawn on his background, his commitment, and his plans to give back – in a highly compelling way – to bring us in.

Background: Little Ass Burrito Bar is already well-known among the Irish in Dublin and beyond, having drawn loyal business as well as several food awards at festivals and competitions. By launching Blanco Niño, Martin has piqued the interest of those who already know his dedication as a restaurateur.
Commitment: Martin didn’t just turn down the corn tortilla options he found in his home country. He headed straight to Mexico and immersed himself in the culture – and agriculture – until he learned how to grow and make them from scratch on his own. By sharing this story, he is solidifying his commitment to making the new company a success by truly creating a high quality product for his customers.
Giving Back: Born and raised on an organic farm in North Dublin, Martin is keeping in mind the opportunity to benefit more than just himself, his restaurant, or his company. By enlisting the participation of area farmers, he is boosting an industry which has its share of challenges. By promising jobs in the new production facility, he is supporting the local community.

Through this comprehensive campaign, Martin is sharing the compelling tale of an entrepreneur who will make this happen. Who wouldn’t want to invest in a company that seeks quality, starts from scratch if that’s what it takes, and helps their community while bettering their products?

If your company has a great idea, but needs the revenue to grow toward it, your message needs a special touch. Luckily, the PR experts here at Kovak-Likly have it, and would love to be part of the drive toward your future success. To talk to us about your challenges and goals, visit us at www.klcpr.com or call 203.762.8833.

– BML

When Partnerships Work

Which sweetener packet do you add to your coffee in the morning? The blue one? Yellow one? Pink one? Through a new video campaign designed to reach women, Sweet N’ Low is hoping more will choose their product when given the choice. (They are the pink one, by the way.)

As reported on Adweek.com , the sweetener company has partnered with Womensforum.com to offer two-minute video lifestyle tips on the publisher’s website, focused on helping women with weight management strategies. Focusing on low calorie recipes, clothing options, and exercise ideas, the videos will feature expert spokespeople for each topic. It’s all part of a web series called “Makin’ Life Sweeter,” sponsored by Sweet N’ Low.

The idea for the campaign – which according to Adweek will receive secondary support through web ads, display ads, and event sampling opportunities – came about as a way to reach Sweet N’ Low’s target customers, predominantly busy women. The company’s brand manager, Monica Oliva, was quoted as saying that the two minute videos were designed to not only be quick, but to include information which female consumers would find relatable.

In PR and advertising, some partnerships are forced, while some fit like an old pair of jeans. The Sweet N’ Low Womensforum.com campaign seems to be headed into the latter category, for good reason…

Understanding a target customer means more than knowing who they are.

Does Sweet N’ Low know their customer? Sure – super busy women. But to understand that customer – therein lies the key. What does a busy woman’s lifestyle entail? What will capture her attention while making it easy for her to choose to engage?

In this case, they understand that busy women don’t have time to watch long videos, so tips are held to two minutes.

They also know that most women in their target demographic are managing one weight challenge or another; video content is then chosen accordingly. Variety adds to the appeal, with topics ranging from activity to food to clothing, all centered around the same theme.

Finally, Sweet N’ Low knows they are speaking to the Womensforum.com audience – reportedly 39 million women from all around the globe. By keeping topics fresh, and by extending the web series over a number of months, the ability to reach such an expansive group is reinforced.

Content is king.

In the Adweek article, Sweet N’ Low’s brand manager is quoted as saying that while they obviously wanted to keep mention of their product in the videos, it was most important to populate the web series with relatable content. “Who wants to listen to…a two minute session on just one product?” she says in the interview. Definitely not busy women!

By working in partnership with Womensforum.com to create true, relatable content, Sweet N’ Low is doing more than advertising a brand; they have transformed themselves into a resource for the very consumers they are trying to reach.

In an age when straight ads simply aren’t enough to attract and hold the attention of your target customer, it is more important than ever to know your audience, choose partnerships carefully, and provide a real benefit for your target customer. If you need help breaking down your strategic plan to best maximize partnerships and PR vehicles, our experts here at Kovak-Likly are ready to help. Stop by our website, give us a call, or stop on into our offices if you are in the area. We can have coffee with any color sweetener packet you like.

-BML