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January 11, 2016

Room for Everyone?

If ever there was a huge messaging gap between a press release and the articles it generated, it was Marriott International’s announcement of its merger with Starwood Hotels & Resorts.

The PR Newswire copy started by broadcasting the company’s obvious corporate home run:

“Combined Company Will Have 1.1 Million Rooms in More Than 5,500 Hotels, Spanning the Globe in Over 100 Countries”

“Transaction Offers Substantial Economies of Scale”

“Combined Company Should Deliver Significant Capital Returns to Shareholders”

Marriott International

Marriott International to Acquire Starwood Hotels and Resorts; Will Become World’s Largest Hotel Company (PRNewsFoto/Marriott International, Inc.)

The response of one frequent Starwood customer, as captured in a New York Times article by Josh Barro, had a different tone:

“I dread to think what the merger will do to my platinum-for-life status.”

It would seem from coverage of the deal that Marriott may have forgotten who Starwood appeals to the most: higher end, frequent guests of Westin, Sheraton and W hotel chains, as well as Le Meridien and St. Regis. Starwood treats its most frequent customers to personalized service via travel ambassadors who help with booking needs and arrange for perks based on their client’s preferences.

One of several travel related mergers to be announced this year, the Marriott-Starwood deal also has some concerned about reduced competition in the marketplace. Others say the mergers are necessary to compete with outside factors like an increase in home rental sites.

Regardless of the business motives, customers don’t seem to be reacting positively to the news. Specifically those with elite status are concerned that their loyalty rewards will be devalued in the mix. Those fears may be put to rest soon, as Marriott CEO Arne Sorenson has said he will merge the two loyalty programs – no small feat given the exclusive agreements each has with credit card companies, airlines and the like.

The overarching PR lesson here may be one in basic customer service:

Direct the right message to the right audience. Marriott’s press release loudly touted staggering statistics about the combined new status as the largest hotel company – great for the business community who are watching the overall marketplace. Not so much for the frequent Starwood guest who enjoys the personalized service offered at their hotels.

Soften the blow. Knowing that there are two distinct audiences for this message, Starwood could have paired the announcement with personalized messaging to Starwood clients. Full page ads, or scripted calls from travel ambassadors would have avoided having these valued customers learn of the merger from the mainstream media.

Manage expectations. In what Sorenson has said will be “a long journey” as the two companies merge, ongoing communication with key customer groups will need to be a priority. Frequent Starwood guests are already hitting the blogosphere, drilling down to the most detailed concerns about potential lost services. Rather than feed speculation, Marriott will need to work with Starwood to keep communication channels proactively open.

Often, your message will need to achieve multiple goals with varied audience sectors. That is when our expertise can come in handy, working with you to determine the best fit for the best channels. To determine how to successfully structure your next PR campaign, give us a call at (203) 762-8833. We’re ready to help!

-BML

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December 12, 2015

A Promotional Standard Throws It In Reverse

It’s an image from an (almost) bygone era. The auto parts manufacturer calendar, complete with scantily clad models positioned on decidedly masculine cars, or the latest lug wrenches displayed in the hands of pouty muss-haired women.

Until this year, Italian tire company Pirelli had taken that standard up a notch, featuring semi-nude supermodels with household names in an effort to create mystique around their calendar, which is never sold but only gifted to a select group of 20,000 VIPs. Each year, the latest edition is introduced with a lavish party attended by fashion A-listers and others.

For 2016, however, the company worked with famed photographer Annie Lebowitz to shift into a new direction. In 2000, Lebowitz had photographed models positioned as Greek nudes for the project. This year, she used a simple muted background to feature models such as Mellody Hobson, president of Ariel Investments; “Selma” director Ava DuVernay; music legend Patti Smith; and Iranian artist Shirin Neshat, among others.

The concept was to feature women whose achievements speak far louder than their physical attributes, and whose beauty comes from strength of character. The goal? Most likely to step away from the male-focused marketing of the past, and to tap into the growing buying power of women world-wide, including within the luxury car market.

So far, the impact has reached far and wide, and in a hurry. Within days of the first photos being released, Pirelli’s calendar was featured in articles in the New York Times Fashion & Style section, Elle Magazine and Vogue online, and on CNN as well as others. The company’s website devoted to the calendar features behind the scenes shots, interviews with some of the women, and Lebowitz’s thoughts on the concept. Always its own marketing vehicle, the 2016 Pirelli Calendar has taken on yet another life of its own.

In shifting gears this year, the Pirelli company has shown a willingness to move with the tides when it comes to successful PR:

Know your audience. Pirelli has always known it has male car owners and auto fans as its customer base. With this move, however, they are appealing to a significant female market. With women representing an increasingly large percentage of purchasing power- and an even higher level of purchasing influence – the time had come to close the boys’ club when it came to their iconic calendar.

Get their pulse. Appealing to women is one step; truly knowing what is important to that demographic is yet another. There is a palpable cultural shift happening when it comes to the portrayal of women in our society, and recognizing achievement over attributes goes a long way to respect that change.

Bring in the talent. Handing the 2016 calendar to Annie Lebowitz meant giving creative license to a legendary artist and professional. In trusting her with the images, Pirelli not only put a strong name on the project, but also drew in women who would not have returned a call from a lesser known photographer, thus adding more power to the lineup.

Knowing when to shake up the old standard is a key skill when forging your PR path. Information needed to do so correctly can come from many channels, including contemporary culture, research, and social listening. We can help gather the information you need to find the direction that’s right for your company, and help you create the strategy to maximize it. Give us a call so we can evaluate and create your next great opportunity! We’re at (203) 762-8833 or www.klcpr.com.

-BML

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November 16, 2015

Past, Future, Present…and Products

Every once in awhile, pop culture dictates real life…and creates publicity opportunities which are only briefly up for grabs. Those who pay attention reap the rewards.

On October 21st, it was Marty McFly and Dr. Emmett Brown, the main characters from the Back to the Future movies, who were revived all over social media in celebration of Back to the Future Day. Why? Because in Back to the Future II, McFly and Dr. Brown traveled way in to the future…to October 21, 2015.

Products featured in the 1989 movie had a golden opportunity to jump on the popularity of the day. Some had fun with it, some added a dose of good will, and some missed the boat completely (Hellooo? AT&T? You had your shot here!). Here are three examples of those who took the opportunity:

Ford

The 1989 Ford Probe was said to be the model for some of the futuristic cars depicted in fictional 2015, albeit with darkened windows and concealed rear wheels. To coincide with Back to the Future Day, Ford created a fun, fictional product video for their Fiesta and Focus models, featuring a new option – the flux capacitor upgrade, which was what made time travel possible in the film.

Pepsi

In 2015, according to the movie, Pepsi added a product to their offerings called Pepsi Perfect, which included added vitamins. This year, Pepsi created a limited edition Pepsi Perfect collector’s case which contains regular Pepsi, but makes for a great keepsake. Pepsi also produced a sleek, futuristic video ad for the promotion to play on the overall theme.

Nike

What parent wouldn’t want their kid to have the Nike sneakers featured in the Back to the Future film; they have self-tying laces! Though Nike released a model based on the film’s “MAG shoes” in 2012, it wasn’t until this year that the company announced it was creating a power-laces version. The catch? There will only be one pair made, and it will be auctioned off to benefit the Michael J. Fox Foundation for Parkinson’s Research, in honor of the beloved actor who played Marty McFly.

When pop culture hands out an opportunity like Back to the Future Day, the smart brands are on it long in advance, strategizing ways to connect with their customer and gain attention in a positive and entertaining way. Considerations are simple, but need attention:

See it coming. While day-to-day and quarter-to-quarter living can be tough enough to manage, openings like this one only come when you are looking much further down the road. Make time for the arial view.

Make it pop. In a media world where video is king, and social media is the main vehicle, putting together a colorful, thematic, catchy ad like Pepsi’s is guaranteed to get continuous play in key markets.

Put in the resources. Nike put one of their top designers in charge of pushing the MAG self-tying shoes through in time for 2015; he, in turn, had his team in full force to make it happen. The result – a one of a kind product and a perfect charity tie-in. Nike for the win-win on that one.

Sometimes when we are so tied to the day-to-day business of, well, being a business, we can miss the opportunities that can only be seen from a higher altitude. To gain that perspective and brainstorm how upcoming events can serve as a catalyst for your next great PR campaign, give us a call at (203) 762-8833.

-BML

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August 13, 2015

What’s In a (Shoe) Name

converseTry to think of not only a brand, but a specific product of that brand, whose presence in the consumer spotlight has been constant and even shown an increase over the last century.

Right, there aren’t many.

The Converse Chuck Taylor All-Star, however, fits the model, having reached and held iconic status for decades. This past spring, and then again just this month, the All-Star was once again making headlines, by all accounts doing so in a way that PR pros are heralding as a case study in how to hit the mark without sacrificing the brand.

Made by you

In March, Converse announced the global launch of Made by you, a celebration of the Chuck Taylor All-Star as a sneaker defined by those who wear them. Using portraits of icons from the worlds of music, art, publishing and fashion, the campaign incorporated online and social media elements as well as in-store presence and street art installations around the world, touting the All-Star as a symbol of creative self-expression.

Chuck Taylor All-Star II Launch

A much bolder move came this summer, when Converse announced a redesign of the iconic sneaker. Such a shift can spell death for a brand, a fact of which company marketers were well aware. In an interview with CNN, Converse Brand VP Geoff Cottrill said “You better believe New Coke came up in meetings,” referring to the 1985 debacle in which Coke changed the formula of its flagship drink, driving sales downward and causing consumer backlash.

Though headlines announcing the change may have sent Chuck fans into panic mode, images and video showcases shared online by Converse revealed that elements of the redesign were not visible at first glance. They were in fact part of the internal structure of the sneaker.

They’re owned by who?

Which brings us to the part of the story that could have sent all of those artists, musicians, and indie-type core customers running for the hills. The redesign of the Chuck Taylor All-Star is mainly based on improvements to the sneaker’s cushioning and technology based enhancements which are the calling card of Nike…Converse’s parent company.

Disillusionment around small companies who are quietly owned by large corporations abounds within the consumer landscape. Think Burt’s Bees (Clorox), Tom’s of Maine (Colgate-Palmolive) and Ben & Jerry’s (Unilever). By introducing Nike technology into the All-Star design, Nike and Converse seriously risked losing the loyalty of their key consumers.

The reason the campaign is already being called a success, however, is due to the way in which the relaunch was presented:

  • A press release about the launch only mentioned Nike twice, instead focusing on Converse and the message of a creative lifestyle.
  • An online video showcase introducing the revamped sneaker makes zero mention of Nike, and was posted by Converse.
  • Converse executives were made available to the media, while those from Nike were nearly silent.

All of this was intentional. In an interview with PRWeek, Converse VP of Global Communications Terri Hines says the strategy behind the relaunch was “not only careful, but surgical” in its development. The result is a campaign from which all PR professionals can draw lessons in proactive marketing.

Reinforce your strengths. The Made by you campaign was key in that it reinforced the message of the All-Star being the sneaker of choice for independent thinkers and creatives. Its timing was slotted just four months before the All-Star relaunch, in effect shoring up the brand’s positioning before the redesign would be announced.

Choose the right speaker. An announcement from Nike about the relaunch would have risked backlash from the very indie thinkers the brand reconnected with in the prior campaign, as well as negative media reaction had “big brother” done the speaking. Nike’s hands-off approach, leaving the relaunch in the hands of its Converse team, was the right call for the message and for the target audience.

Reassure your consumers. Video and imagery were key to the initial announcement this summer as an instant reassurance that the iconic sneaker was not changing at all in appearance. Once that first question was answered, new technology and improved cushioning was easier to accept (let’s face it, the original Chucks were cool but not all that supportive. Win-win.)

Some campaign development needs to be done strategically, and some surgically. To map out your next PR initiative with a keen eye on the details, give us a call. Our team of PR professionals can help to evaluate the plan, elements, and best practices for a successful outcome.

-BML

 

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August 3, 2015

Girl Power!

Seen a lot of strong young women in ads lately? From sports gear to cosmetics to pharmaceuticals, marketers are tapping into the female market in a big way, and for good reason. When it comes to millennial women in particular, purchasing decisions are fully in their court and they have the means to push a message like never before. One pharmaceutical executive recently interviewed calls the current generation of women “the most educated, empowered, successful” his company had ever seen.like a girl

What are the best ways to reach this critical audience? Not with pretty faces and promises of Prince Charming, that’s for sure.

#LikeAGirl

It was Super Bowl Sunday, and as marketers pulled out their best and brightest creative efforts focused on beer, cars, and insurance, one of the biggest winners of the day was Proctor & Gamble’s Always, one of the largest makers of feminine hygiene products. Their #LikeAGirl commercial was touted all over the internet for changing the conversation about what it means to run, throw, fight and do any activity “like a girl,” reversing the common perception of that phrase as an insult.

 

no maybes#NoMaybes

In a previous post, we talked about the Nike #NoMaybes campaign        surrounding the U.S. Women’s push toward the World Cup.
Intensity didn’t  even begin to describe the visuals and messaging in the campaign, which –  as in a marketers dream – culminated when the U.S. Women took the final  match and the world title.

 

 

 

 

 

#ActuallySheCanactually she can

The latest company to tap into the empowered women message is Allergan, makers of oral contraceptives and other women’s healthcare pharmaceuticals, who launched their #ActuallySheCan campaign this summer. Said to be a counter to the phrase “I can’t even,” the campaign has pulled together multichannel elements such as online healthcare education, live events with panel discussions, millennial celebrity endorsements and an essay contest in Cosmo.

When strategizing best ways to target a specific demographic, the crucial first step is to know what is important to that population, and invite them in a sincere way to start a conversation around it. In today’s socially driven marketplace, it is no longer enough to push a message out and hope it hits. Engagement is key, as is authenticity. One without the other will only come off as pushy ad-speak.

If you are ready to test the pulse of your target market, we’re ready to help. Together, we can find where your customers live online, where they get their information, and most importantly, what matters to them. To craft the right message, we’ll find the right conversation. Give us a call at (203) 762-8833 and let’s talk.

-BML

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July 17, 2015

When a PR Campaign Scores a Gooaaaal!

womensworldcup_logoDie hard soccer fanatics and fair weather sports fans alike cheered loudly as the U.S. Women’s Soccer team brought the World Cup down to its final game…and nailed it, making them the first team ever to win three world championships. Names like Wambach, Solo and Lloyd were further etched into sports history, and young athletes everywhere had a reason to keep dreaming of the big time.

Another big winner? U.S. Soccer sponsors, who benefitted not only from being front and center during the most watched soccer game in American television history, but from well cultivated partnerships built around the sport. Some on a large scale, some on a small one, but each with a particular angle.

Sports Gear Powerhouse

Take for example, Nike, a company whose partnership with U.S. Soccer spans back to 1995. Moving far beyond event sponsorship and product promotion, the Nike brand has worked to promote the sport of soccer as a whole. In addition to higher profile national team programs, Nike has also supported initiatives geared toward player cultivation on every level through their U.S. Soccer Development Academy.

In support of the 2015 U.S. Women’s team, the brand backed every promotion with the hashtag #NoMaybes. The result was a huge social media win for Nike, with the biggest push coming during the hours before Sunday’s final, when individual players were the focus of the #NoMaybes campaign on Twitter. The U.S. Women were also the focus of a Nike video series called Pressure Makes Us, which focused on each players drive to the top, as well as the team’s progress toward Germany and the start of the World Cup.

Healthy Fruit Growers

By contrast, another U.S. Soccer sponsor rode the World Cup wave in a simple, almost grass roots manner. The National Mango Board signed on this year as the “official fruit” of the National Women’s Soccer League. On a local level, the Board went market by market, sampling mangoes at soccer matches and inviting fans to enter to win tickets to big market matches through their social media channels. On their website, mango growers posted nutritional information and recipes, urging fans to enjoy the superfood and “eat like a superstar.”

Big or small, it’s about lining up the shot

What we can learn by these two examples is that regardless of its size and scope, a publicity partnership can score for everyone if it’s planned and executed thoughtfully. Basic concepts always apply:

Know your audience – High end video production, celebrity endorsements, massive social media campaigns…all key for a global brand like Nike. We all know the swish mark – putting the drama of competition around it creates the perfect draw for the athletic and sports minded demographic.

For families looking for a healthy snack option and maybe some great tasting summer recipes – more of the soccer parent crowd – sideline food sampling and game day ticket giveaways are the perfect hot button.

Match the mood – Nike’s black and white video spots, rich with sweaty athletes pushing it to the max, is a perfect lure for real and armchair athletes alike. The Mango Board is visually all about color and fun, from its playful font to a Facebook comment that called the final game against Japan “one for all the mangoes – we mean marbles!” For kids and families, the perfect tone.

Today’s publicity efforts are more varied than ever, with countless ways to maximize promotional channels. If you’d like to figure out not only your message, but the best way to target and formulate it, we’re ready to put our team to work for you. Give us a call at (203) 762-8833 to get the ball rolling.

-BML

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June 16, 2015

V-A-C-A-T-I-O-N!

If your kids are like many, at this point they can tell you how many hours, minutes and seconds are left of the school year. Now it’s time to plan the family vacation – but where to go this year?

Several international tourism groups have been working hard to draw you to their corner of the world, and they’re using social media, in some truly creative ways, to do it.

Kiss Me, I #LoveDublin

Tourism Ireland took the “Kiss Me, I’m Irish” theme and ran with it in a campaign which launched in 2014. The main draw was a video posted on YouTube – and promoted on the organization’s site – which mashed together clips of eight couples kissing in different locations around Southern Ireland’s capital city. The challenge? Try to figure out which were real couples, and which were strangers set up for the shot. As viewers made their guesses, results were made easily sharable with a social media hashtag, #LoveDublin.

A similar campaign ran concurrently to promote Northern Ireland’s capital city of Belfast. The same approach – eight videos – invited viewers to guess whether the images had been shot via traditional photography or high end apps. The conversation was directed around the hashtag #PictureBelfast.

Hand Over the Selfie

Canadian Tourism made waves on the social media circuit earlier this year when they launched their “Selfie Swap” campaign. Tourists and natives were invited to send a selfie to the tourist board as part of a “swap” – for the chance to take an even better one in Montreal, or Quebec City, or any number of Canadian locations. By inviting website visitors to upload their photos, the campaign began a visual conversation about travel in general as people showed off their various adventures.

Gamifiying Switzerland

Another growing audience engagement method is gamification – driving traffic and raising awareness by creating a gaming experience around a marketing campaign. In the case of Geneva Tourism & Conventions, the “Jet Off to Geneva” program was launched last spring. Using both the travel euphemism and the reference to the country’s popular Jet D’Eau landmark, the gamified campaign let potential tourists visit a virtual world microsite where they could power a bike to generate as much power to the Jet D’Eau as possible. Prizes were awarded based on the amount of water “pumped.”

Being social means more than just showing up to the party…

Digital marketing has come a long way from the days of static banners and click-throughs. In the social media arena, it’s more important than ever to not only show up, but to engage in a meaningful way. Following the examples of these tourism campaigns, we see sample concepts in action:

Visuals win. Statistics say we remember 20% of what we read and 80% of what we see or experience. By inviting target customers to watch fun videos, take selfies to post, or enter a virtual gaming world, these campaigns have not only grabbed attention, they’ve brought the viewer right into the action.

Real people relate. By foregoing actors and spokespeople in favor of real folks on the streets of Dublin (even if some weren’t real couples), or soliciting selfies instead of posting professionally staged shots, the Ireland and Canada campaigns became instantly relatable – viewers are more likely to say “they are just like us” or “I can do that too” when the approach is more casual.

Games aren’t just for kids. Gamification is penetrating marketing campaigns in more industries than ever, proving that everyone likes to have a little fun. By Switzerland challenging visitors to their promotional microsite, Geneva Tourism created both a physical and emotional interaction channel. Powering a virtual bike to win prizes? Who wouldn’t give it a spin?

Today’s publicity efforts are more varied than ever, with countless ways to maximize social channels. If you’d like to brainstorm the best ways to not only reach your target customer, but to truly engage them, we’d love to talk to you. Give us a call at (203) 762-8833 and we’ll get our own interaction started!

– BML

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June 5, 2015

A Fish Story

With the Memorial Day holiday behind us and summer on the horizon, thoughts are turning toward lazy hazy days and the more relaxed pace we all crave. For some, there is nothing like grabbing a fishing pole and a lakeside spot to pass the time. For others, the fishing scene is foreign territory.

The Recreational Boating and Fishing Foundation (RBFF) has been working to change that since 2012 with a national campaign called Take Me Fishing (TakeMeFishing.org). More than just a push to promote the sport or pastime, the campaign was designed to increase environmental stewardship among those who use aquatic resources. Funding for the campaign comes through the U.S. Fish and Wildlife Service.

From a creative and strategic perspective, Take Me Fishing (TMF) gives detailed consideration to its varied audiences while providing turnkey opportunities for promotional partners.

Visual ads weave the common message of promoting fishing using several approaches. For example, ads run by the Utah Division of Wildlife Resources feature breathtaking scenery, reminding nature lovers that sometimes fishing is really about the inherent benefits of being surrounded by natural beauty. Conversely, ads shining above New York City’s Times Square feature the phrase “Get away from all this” – with arrows pointing in every direction, tempting city dwellers to ditch the hubbub in favor of a peaceful lakeside oasis.

Promotional activities also tie in to the campaign. Recently, RBFF announced the launch of their “Catch the Magic” sweepstakes, which offers families the chance to win a “reel” dream getaway to Walt Disney World. As families with young children are one of the campaign’s key target demographics, the tie in works well.

Closer to the consumer level, retailers and organizations who benefit from Take Me Fishing – namely water sports retailers, fishing event leaders, and others – have everything they need at their fingertips to plug into the campaign. On its website are clearly outlined resources such as social media hashtags, marketing and communication materials to support state parks, customizable marketing guides, broadcast public service announcements, event guidelines and a photo library.

Other tools, such as the Take Me Fishing app, offer something for everyone from those who have never picked up a pole to the seasoned fisherman, providing information on fish species, new fishing holes, and boat maintenance tips.

Finally, for the last two years, all of the program elements have been incorporated into a Hispanic Outreach plan, tailoring materials and resources to a “Vamos a Pescar” campaign as well.

From top to bottom, the Take Me Fishing campaign covers all the bases, which most likely explains its longevity in the marketplace. So you might be asking yourself… how can your organization learn a thing or two from a fishing campaign?

Take the time to truly target the messaging. Whether luring harried city dwellers or nature loving enthusiasts, the TMF campaign knows not only who they want to reach, but where those people are and what marketing vehicles are available in those areas.

Create a multifaceted approach. Ads are great. But in partnering them with sweepstakes, in-store promotions, and community events, TMF generated a true buzz-worthy movement.

Provide resources and tools. TMF made it easy for promotional partners to execute on their theme by making online resources available. Easy to use tools have meant more involvement and a more widely cast promotional voice for the message.

If you’d like to strategize your own multifaceted publicity campaign, we’d love to get things started with you. Together we can brainstorm ideas, determine targets, design elements, and cast away, ready to reel in your customer. Give us a call at (203) 762-8833 so we can help you create your own next great fish story.

– BML

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May 14, 2015

Turn the Music Down and Put That Shirt Back On!

abercrombie_fitch_logoSound like an irate neighbor yelling over to the house party next door? Nope. Just Abercrombie & Fitch’s new leadership making a few changes.

As anyone who has walked into an A&F store knows it can overload your senses. Nightclub level music, wafting cologne, and of course nothing but attractive young staffers as far as the eye can see. For some can be overwhelming enough to warrant a nap upon returning home from the mall!

But all of that is changing, now that long-time CEO Michael Jeffries has left the company, and a strategy shift has been implemented to combat declining sales; according to a recent article on CNNMoney.com, a reported 10% drop in U.S. sales in 2014 alone.

The same article outlines some of the new initiatives coming to A&F stores, such as more diversity among staff members and a calmer setting for shoppers. As for store openings and on-site events, which traditionally featured shirtless male models, a new shirts-on policy will tone down what the company now acknowledges has been sexualized marketing.  Really…

While these changes represent a large shift in thinking for A&F, they are part of a greater movement within the advertising industry to redefine beauty in an effort to better connect with target customers. The Dove Real Beauty campaign, which celebrated its tenth anniversary in 2014, continues to use real women rather than models and documentary style shorts rather than airbrushed magazine spreads. On a grass roots level, social media campaigns started by teens have challenged the overuse of Photoshop in advertising and touted the messages of diversity and self-acceptance.

Some say Abercrombie is late to the game on this one, but company executives are banking on the shift in attitude bringing about a change to the bottom line this year. Only time will tell, and there is still plenty of 2015 left, including the ever coveted fourth quarter holiday season.

When it comes to successfully promoting your business, it’s important to pay attention to any social and societal realignments. We all need to continually ask ourselves:

  • Does my brand’s messaging fit in with the needs of my target audience?
  • Have my customers changed? If so, how? What is important to them now?
  • How can I best stay relevant and engaged with those I want to bring through my actual or virtual doors?

If you think your business could better reflect the changing attitudes and morphing perceptions in society as a whole – and more importantly, among your target audience members – we’d love to talk to you. Together we can work out what you want your message to be, how it fits with social currents, and the best ways to meld the two. Give us a call at (203) 762-8833 so we can figure out your best PR look.

– BML

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April 15, 2015

Election 2016: Extra! Extra! Tweet All About It!

Despite its reputation for live real time information distribution, Twitter was recently part of the most pre-promoted announcement of the 2016 election.

On Sunday, April 12, Hillary Clinton formally announced that she is officially jumping into the presidential race. The news was released via a video posted on her website, hillaryclinton.com, and spread through social media channels within minutes.

The choice of social media, rather than the traditional news outlets, was not surprising, given Clinton’s presence on Twitter since leaving the state department. The move also demonstrates the growth of the social media approach since 2008, when President Obama took to Twitter to announce his victory. According to a study conducted at the University of North Carolina, the announcement was retweeted just 157 times, while according to the same study, his 2012 victory tweet was retweeted more than 800,000 times.

Democrats aren’t the only ones embracing social news distribution. A January Washington Post article claimed that “2016 may yet be the first ‘Instagram election’,” citing Jeb Bush’s choice to announce his super PAC via a homemade smartphone video released through the popular app. (Of course, he was criticized for shooting the video vertically – rookie mistake – but when Instagram squared it off, it was somewhat of a non-issue.)

On the other end of the spectrum, no politician is going to compete with the mayhem a celebrity can cause on social media. When pop star Beyoncé released a surprise 14-track album online in December of 2013, every social media channel was jammed with fans clamoring to get in on the news – and the downloads. Followers were virtually scolding each other to stop uploading or downloading anything not-Beyoncé to stop the crowding. Think screaming, crying Beatleseque fans…in cyberspace.

Likely Politicians won’t elicit that kind of emotional response, but at least in the case of Hillary Clinton, campaign managers are hoping for another kind: dollar signs. Through the pre-promotional build up and release of Hillary’s announcement video, hopes are high that the ensuing momentum will help to raise as much as $2.5 billion for her campaign, according to an article in the New York Times.

Social media is as much a part of our news cycle today as the Sunday paper was in generations past. To find out the best way to channel your message out to your target market, call us at (203) 762-8833. We’d love to help you to strategize, target, and release – whether your approach is like that of Hillary, Beyoncé, or anyone in between.

-BML

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