Building Relationships

January 30, 2015

Uber’s MADD Hail Mary Pass

Uber-MADD-Football-700x300Like an action packed highlight reel, the momentum leading up to Sunday’s Super Bowl is seen in glimpses everywhere. Social media posts, headlines, party recipes, predictions… But did you know that it is also one of the nation’s deadliest days for drunk-driving?

According to MADD – Mothers Against Drunk Driving – 47 people were killed in drunk-driving related accidents on Super Bowl Sunday in 2012, a jump of more than 60% over the normal daily average of 28. If only some of these drivers had had options for getting themselves or their fellow football fans home.

Enter Uber.

The app-based transportation network and company first announced a partnership with MADD this past July, and has stepped it up in preparation for the upcoming Super Bowl by jointly launching the ThinkAndRide campaign. On Sunday, between 3:00 p.m. and midnight, Uber will donate $1 to MADD for every trip taken via their service. Riders need only enter the ThinkAndRide code.

Along with MADD, Uber is pulling out all of the PR stops to promote the campaign. Just days ago, the partners released a report connecting Uber services with a drop in auto accidents over the last three years in California, where the company is based. In addition, the Benenson Strategy Group contributed to the report, providing impressive results from a consumer survey measuring attitudes toward ride sharing services as a means to prevent drunk-driving. Uber and MADD held a joint press conference to present the findings and to promote the ThinkAndRide campaign, following it up with a major social media push on both.

At face value, the partnership between Uber and MADD seems a perfect match, accelerating at the perfect speed to gain optimum attention. To skeptics, however, that’s just the point.

In November 2014, Uber came under fire from more than one direction, facing allegations ranging from regulatory complaints to reports of passengers being assaulted by their drivers. To cap it off, one company executive suggested – during a sponsored event open to journalists – that critical reviews of the company might warrant tracking the rides of those writers and finding information to use against them.

Clearly the relationship between Uber and the journalism community – and the community as a whole – has been strained. Bad press has lead to vocal dissension which has lead to more bad press. Steve Barrett, Editor in Chief of PRWeek US, described the company’s handling of the most serious charges as being executed with “breathtaking arrogance.” Not exactly endearing.

A successful partnership with an organization no one can argue against might be just the ride Uber needs. Or, it might be a forced marriage doomed to transparency. Like the Super Bowl itself, no one will know the actual outcome until the clock runs out.

Partnerships are key to success for any company. Finding those which make the most sense and which drive real results can be challenging. If you are ready to amp up your PR playbook, we are ready to help you find the right match-ups, map out the best plays, and go for the big score.

– BML

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December 22, 2014

Special Delivery: Viral Video Spreads Positive Message for UPS

UPSAnyone who prefers cyber shopping to fighting the mall crowds at this time of year as I do, knows they’ll be seeing someone quite a bit: their UPS driver. Deliveries come courtesy of a man or woman in trademark brown, sometimes with a wave and perhaps a treat tossed to the family dog. At the office, they offer a friendly greeting at the front desk, maybe some quick conversation; they are a familiar face, part of daily life.

Harnessing Obvious (and Not So Obvious) Strengths

If you were a PR person charged with creating a campaign around UPS’s strengths in the marketplace, however, it might be easy to step too far back. To take a much wider view of the company to focus on obvious aspects like on-time delivery rates or the extra manpower put toward the holiday rush.

Thankfully, the folks at UPS took a different route with their most recent publicity campaign, zooming way in on the company until their view was focused on one man, Ernie Lagasca and one of his many customers.

The Back Story

Lagasca, a UPS driver in Colorado Springs, has spent the last four years forging a very special friendship with a child on his route named Carson. As an infant, Carson’s milk sensitivity required a special type of formula be delivered to his home several times a week. As he grew into a toddler, Carson would eagerly await the big brown truck, waving to the driver and eventually waiting for him on the curb. “Mr. Ernie,” as Carson called Lagasca, would take the time to chat with his young customer, ultimately inspiring him to emulate his friend. Carson’s parents were able to get him a kid-sized uniform, and he turned their basement into a shipping department so he could “play UPS.”

This past summer, Lagasca’s route was changed and he was no longer able to see Carson. But UPS had one more treat in store for the 4-year-old. In November, the company sent Lagasca to Carson’s home with a special delivery: his own child-sized UPS truck, provided as part of the company’s “Wishes Delivered” campaign.

If you want to see how a kid lights up when his dream comes true, check out the video.

The Whirlwind Response

Naturally, the video has gone viral. Carson’s mother has said she tried to keep up with responding to comments on the UPS Facebook page, but couldn’t as hundreds turned into thousands. The story of Carson and Mr. Ernie has touched millions of people, and is now being featured in a holiday commercial for UPS.

Do Good, and Good Will Come to You

UPS now has a massively successful publicity campaign burning up the internet. Not based on pushing their business practices, but on the simplicity of the relationships that form between driver and customer. Not only does the incredible response reinforce the UPS brand, it has boosted the company’s charity efforts by promoting the “Your Wishes Delivered” campaign. UPS leaders have announced that for each wish shared on wishesdelivered.ups.com or on social media via #WishesDelivered, the company will donate $1 to charity, up to $100,000.

Sometimes the most impactful messages really can be the simplest ones. By leveraging strengths they may have otherwise taken for granted, UPS built one special friendship into an impactful publicity wave.

Let’s talk about what strengths you may be overlooking as you plan your next PR campaign. Together we might just be able to find the Carson in your story!

Give us a call at 203.762.8833. Happy Holidays!

– BML

 

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July 17, 2014

Shifting Gears: When An Old Dog Brings a New Trick to Market

Whether it gets your heart racing in anticipation or your eyes rolling in annoyance, the sound is unmistakable. The throaty rumble of a Harley-Davidson is one of the many attributes its admirers love, setting it apart from the buzz-like hum of its foreign competitors. Enthusiasts are a die hard breed, pumping millions into bikes, parts, and gear every year. With such incredible history and brand loyalty, why change the game?

But that’s exactly what Harley-Davidson has done by announcing plans to produce the company’s first ever electric motorcycle through Project LiveWire. They unveiled handmade demonstration models at an event in New York; demos are currently being held around the country to gather rider feedback before a refined version is brought to market sometime in the next several years.

Aside from the starkly different hum-like engine sound, the new prototype is said to provide better handling and quicker acceleration – 0 to 60 in four seconds. The downside? The same obstacles currently faced by electric car manufacturers, namely the need to recharge after about 130 miles.

So how does an American classic go about switching things up so drastically? With a strategic and carefully planned out PR plan.

Invite Interaction

By unveiling a prototype, then soliciting feedback and input from Harley enthusiasts around the country, Harley-Davidson has shown the level to which they value their riders. These are people who know bikes and know Harley, and their opinions matter. By being given the chance to have a say in the new bike’s design, current Harley riders will be part of the process, solidifying the company-customer relationship.

Continue to Service Loyal Customers

Harley-Davidson has made it clear that the introduction of an electric model doesn’t indicate a complete switch in the company’s philosophy. With over 100 years of history under their belt, and annual sales topping a quarter of a million bikes, why would it? By using tag lines like “You don’t know where the line is – until you cross it,” Harley-Davidson is announcing new innovation to an audience who loves a thrill.

Get It Right

The project launched in June; but the electric model itself won’t come to market for several years. For a company with a history like Harley-Davidson, it is vital to wait until they’ve reached near perfection in order to maintain confidence in the brand, and that is exactly what they are doing. In the process, they’ve garnered quite a bit of attention from the industry and consumer sectors, who will no doubt watch the project’s progress closely. When the eventual unveiling hits, all eyes will be on Harley-Davidson.

When bringing a new product or service to market, it is crucial to balance history and consumer confidence with interaction and a sense of collaboration. The right combination will pique interest while maintaining trust, with positive results on both sides of the table.

If you are weighing a shift in your market position or the debut of something new, we at Kovak-Likly can help you develop the PR messaging and action plan that is just right. Let’s talk. Give us a call at 203.762.8833 or visit www.klcpr.com.

– BML

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June 11, 2014

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

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