Tag: marketing

Can Bad PR Be Good Marketing?

Posted on by Dorothy Crenshaw

Lifestyle clothing retailer Abercrombie & Fitch ran into some nasty PR recently when comments by CEO Mike Jeffries were reposted from a 2006 interview and blew up the Internet.  In the piece, Jeffries boasts about the brand’s “exclusionary” marketing practices. He explains, in his typical unapologetic style, that Abercrombie won’t carry larger women’s because it simply doesn’t want frumpy old ladies to wear its clothes.

Jeffries’ comments weren’t shocking; this, after all, is the same A&F that paid Mike “The Situation” Sorrentino not to wear its garments (a naked PR ploy, but one that worked).

But this time the brand’s disdain for the “uncool” masses, i.e., anyone who isn’t young, slim, and sexy, caught up with it.  (Mind you, Jeffries is 68 years old…not exactly young.) His attitude offended plenty of people, among them, an unknown videographer and aspiring author named Greg Karber. Karber decided to channel his anger into action. He scoured thrift shops for donated A&F garments, then persuaded homeless people in L.A.’s skid row to wear them and videotaped the results, urging others to follow suit.  #Fitchthehomeless went viral almost instantly. A PR coup. Yet few would argue that this is good PR for the Abercrombie brand.

Still, despite Jeffries’ arrogant attitude, the brand’s turnaround has been based in part on one thing—its “exclusionary” marketing.  Since he became CEO, in fact, company profits have soared. Former analyst Robert Buchanan calls his record “the most amazing record that exists in U.S. retailing, period.”

What Jeffries knew is that marketing exclusivity is a time-tested way to differentiate.  Often it’s based on price, product scarcity, ties to boldfaced names, or all three. But exclusivity can also turn on brand values. Even when it risks alienating other market segments, it’s powerful.  One pundit points out that the Abercrombie strategy takes a leaf from the Steve Jobs handbook. Roger Dooley posits that Apple’s early campaigns did something similar by reinforcing its appeal to creative hipster types while casting PC users as soulless corporate drones.

For me, the Apple comparison is a stretch, but a more analogous example may be Chick-fil-A. When its CEO, Dan Cathy, spoke out against marriage equality last summer, his words triggered a cascade of negative buzz in social media communities. The comments sparked boycotts and even talk of zoning prohibitions on new Chick-fil-A stores.

Yet, the squawking probably didn’t damage the brand. Chick-fil-A makes no bones about its Christian roots and values, and many loyal patrons are either Christians, or they’re agnostic—about its brand values, that is. They care about the chicken sandwich. So, although Cathy’s stand was almost certainly not a planned or proactive marketing move, you can make the argument that it appealed to a certain segment of loyal customers and possibly attracted new ones.

This type of values-based marketing is risky, because runaway controversy is hard to control and it can definitely damage a brand’s reputation. In fact, Abercrombie’s CEO has apologized for his remarks, just as Chick-fil-A’s Dan Cathy decided to leave his personal views out of the company business. But the communication of clear brand values, backed by a passionate following and marketed exclusively to that core, can be a potent and defensible marketing strategy. Even when it amounts to bad PR.

A version of this post was originally published on MENGBlend.

PR And Social Media Move Movies

Posted on by Jason

Memorial Day is the unofficial kick-off of the summer movie season, marked more and more by social media-infused promotions. The goal is to drive interest among the typically young, male movie fans with a fusion of traditional and digital PR and marketing, increasing the hype and the ticket sales.

Beginning in 1999 with the “found-footage” film ‘The Blair Witch Project’, the practice is now a must-have movie promotion strategy.

Hunting for (box office) treasure. Think of Alternate Reality Games (ARGs) as online scavenger hunts to build hype and provide background for new projects. They act as modern-day grassroots PR campaigns. “Cloverfield” hopped on the bandwagon in mid-2007 with MySpace character pages and “in-world product” sites. The mysterious trailer and secrecy-saturated campaign spurred curiosity, and coverage.

“The Dark Knight” raised the bar with worldwide scavenger hunts led by the Joker, including cakes embedded with cell phones and a mock District Attorney campaign. The results were no joke; the campaign generated TV coverage as it connected more than ten million players in 75 countries.

More recently, “Tron: Legacy” rallied moviegoers with a “crashed” press conference and tokens to the film’s arcade. Even the upcoming “Man of Steel” joined the party, creating an in-world online project that mirrored the hunt for extraterrestrial life through satellite signals.  All the campaigns were covered by popular film blogs.

(Smile for the) cameras. Another form of social media promotion is interactive or 3D theater standees, the attention-grabbing larger-than-life posters like this one for “Transformers”.  Standees encourage theater-goers to take photos and share them on their favorite social networks while tagging the film’s accounts to build buzz. Despite the visual appeal of a photo with Gandalf or a “Despicable Me 2” Whack-a-Minion display, they rarely result in traditional media coverage, but the social sharing can be a blockbuster in itself.

The “Social Network” path to profits. More and more movies generate buzz with exclusive hashtags, Instagram reveals, and Facebook “likes”.  The horror fad film “Paranormal Activity” built a fan base through screening demands on Eventful, an event-sharing and requesting site, with resulting buzz in non-film outlets like Advertising Age.

The savviest film marketing uses in-world social media reveals, custom apps, and hashtags that unlock special poster content. Part of the success behind the megahit “The Hunger Games” was clever use of social sharing and exclusive content, generating recognition on such “mainstream” sites as CNET. For the “Hunger Games” sequel, “Catching Fire,” the studio has already created an updated “Capitol” fashion site, Instagram page, exclusive stylized images linked to the movie, and its first trailer, all some six months before its premiere.

Pay attention this weekend and in coming the months to spot some new trends.

PR Myths And Facts For Marketers

Posted on by Dorothy Crenshaw

A favorite former client calls PR “the cheapest form of advertising.” Not really. But his comment shows that, even among sophisticated marketers, misconceptions about PR and what we do for clients are still prevalent.

These are the top seven myths that persist about public relations, and a perspective on each.

1. PR is advertising lite. Not so. The two are so distinct that they shouldn’t be compared, and neither is a surrogate for the other. As one pro once put it, the comparison is a little like arguing which is more important to football, offense or defense. Ideally they work in concert.

2. PR is cheap. It’s true that a modest PR program’s cost is probably peanuts compared to a heavy paid media schedule, but it’s still significant. Budgets vary widely. The key is to match the need with the right PR resource and approach.

3. PR is publicity. Sure, media coverage is often an end result of a PR program, but a well-crafted plan starts with a strong strategy. To generate earned media, there’s plenty of foundation to be laid. Overall brand positioning, relationship-building, messaging, etc. – all are critical to a successful outcome. And when the publicity breaks, it’s just the beginning. We still trade a measure of control for credibility.

4. PR is about getting the word out. True, but many marketers don’t realize it’s a two-way street. A successful public relations program is designed to tell a brand or business story, but the PR team should also serve as a source of feedback and intelligence on what customers and influencers are saying and thinking. If you’re not using your PR function that way, you’re not maximizing your investment.

5. PR drives sales. When a prospect says they’re counting on the PR spend to replace other marketing tools and activities, it’s a red flag. Despite exceptions, PR isn’t the most reliable way to achieve demand generation. What it does best is build brand visibility and enhance reputation over time. When it comes to sales, it will often fall short, particularly because frequency is nearly impossible to achieve with publicity alone.

6. PR = press releases. The news stream is important, and well-written releases are essential, but they’re a commodity. Press releases don’t add up to a strategic PR program, and the impact of any one release is likely to be minimal. If you’re paying for news releases, you’re wasting your money.

7. PR isn’t measurable. Actually, it is. But this one’s tricky, for two reasons. One is that the old metrics that gauge volume and outputs, like impressions and ad equivalency, are outdated and inadequate. Again, the comparison to advertising doesn’t truly measure what PR does well.

The second challenge is that the research needed to demonstrate the value of PR’s outcomes can be nearly as costly as the program itself. The good news here is that as social media adoption grows, things like sentiment, message delivery, impact, and action are now trackable.

Better Brand-Building Through Cultural Archetypes?

Posted on by Marijane Funess

On this past week’s episode of “Mad Men”, Ted Chaough, while trying to dream up campaign ideas for a margarine, riffs on the notion that various category brands can be viewed through the lens of the very popular, very silly 60s-era sitcom, “Gilligan’s Island”.

The notion is that the seven ship passengers stranded on a desert island after what was to have been (sing along if you know the lyrics) “a three-hour tour,” embody archetypes that endure across time, cultures and disciplines like PR, marketing, and advertising.

Ad/marketing wisdom holds that twelve archetypes are useful in brand-building, helping creatives define the personality and character of a brand. Here is a look at a few of the types through some of today’s cultural icons and hot products. See if it helps you write your next PR proposal!

The Hero or Explorer is someone who will have a major impact on the world or help people be all they can be – Rick Grimes on “The Walking Dead” is your basic archetypal hero. A brand like Nike, with its glorification of the athlete and the nobility of competition, is often thought of as a “hero” brand.

The Innocent or Jester is exemplified by that which offers a simple solution to a problem and is associated with goodness, morality, simplicity, nostalgia or childhood. Brands like Dove Soap and Ben & Jerry fit the mold, and Sheldon on “The Big Bang Theory” is a terrific example of an Innocent.

The Sage is distinguished by traits like truth, intelligence, and analysis. It has wealth of knowledge and an urge to share it. This archetype screams Carrie (Claire Danes) on “Homeland”, perhaps minus the bipolar aspects. It evokes brands like PBS or possibly even Google.

The Magician makes things happen. It makes dreams come true but can also be a bit of a manipulator, given its passionate and charismatic ways. Magician archetypes include Walter White on “Breaking Bad” or “Mad Men”’s own Don Draper. Magical brands might be anything from Apple or perhaps Disney.

The Lover archetype, is no surprise, physically and emotionally attractive, passionate and helps people have a good time – put Victoria’s Secret and Godiva Chocolate there and think Sophia Vergera of “Modern Family” as the TV embodiment.

Recognize any of your clients in the archetypes?

Should PR Own Social Media?

Posted on by Dorothy Crenshaw

The rise of social media has been a boon to many communicators, from public relations professionals, to digital marketers, to SEO specialists. It’s also spawned countless land grabs and turf battles, since we all want a piece of the pie.

Successful social media campaigns can puff up reputations and fatten our bottom lines. But budget grabs and salesmanship aside, should PR own social? Should advertising? The debate continues.

The truth is, social media is a tool that works best being integrated across marketing communications and customer service lines, so technically, no entity should stake a proprietary claim. But a gatekeeper is necessary.

There are the ways in which PR professionals are best qualified to influence and manage social media.

Here’s the case for PRs:

PR pros are content creators. Storytelling is in our DNA. Most, if not all, PRs know instinctively how to craft a story or message so that it’s a conversation, not a one-way commercial pitch.

We listen. Every good PR program starts with monitoring. It’s the foundation of a social media outreach as well.

We’re relationship builders. This one has been given too much weight in recent conversations, but it holds true that relationship-building, traditionally with journalists and influencers, is a core PR skill. Translating this to direct customer/follower contact can be tricky, but many of the same principles apply.

PR owns reputation management. Clearly, social media crosses over from brand engagement to reputation, and not just when things go wrong.

Yet there are ways in which the typical PR practitioner’s skills and experience can fall short:

Direct customer contact.  We’re accustomed to communicating through the intermediaries of media or even bloggers. Crisis chops aside, direct contact is NOT familiar and may even be distasteful or overwhelming to many with traditional PR background.

Media production. Though there is wide variability among firms, many PR agencies lack direct experience in critical aspects of content development for social platforms, including video, images, and other content for sharing and syndication. Yet, most, if not all, is easily outsourced.

Measurement. This is typically the biggest weakness of our industry, and the only true concern that clients should have. But it’s a big one. To realize the power of social media, a full grasp of analytics and success metrics, and how they’re linked to specific campaign goals, is critical, and most PR pros haven’t “grown up” with the measurement sensibility.

We’re not there yet, but as a recent CARMA survey shows, we’re on the way. Our slice is getting larger, so save room for dessert.

 

Don’t Trip Up! Fam Trip Planning Primer

Posted on by Kaitlyn Kotlowski

Seeing really is believing, and for PR pros, a familiarization press trip, or fam trip, is a staple for securing in-depth, first-hand coverage of a destination.  A successful fam trip will not only provide you with a way to show off your client’s tourist or business features but also give you a great opportunity to build relationships with key journalists and bloggers.

Here are some tips for making sure your next fam trip run smoothly:

Do your research. Cater the fam trip you’re developing toward the reporter’s interests – the more involved and engaged, the better!  Also, check with the reporter and see if there are any “must-sees” or (or any “must-not-sees”).

Prep. Details, details, details… from beginning to end, make sure everything is clearly mapped out. Include a well-structured itinerary, maps and directions, information for key contacts, what to pack, etc.

Discuss angles in advance. If it’s a freelancer, you want to make sure there’s a real assignment in the offing. Before the trip specs are set in stone, discuss the story highlights and iron out any wrinkles. If the reporter is planning a family trip feature, for example, you may want to skip the pub crawl. (or maybe not…)

Encourage social sharing. This is a simple, and sometimes undervalued, way to really highlight the destination and build buzz. Spell it out for the reporter – give them hashtags to use, tell them where they should consider “checking in,” let them know when they’re about to see an Instagram-worthy moment.

Resist the urge to jam your itinerary. As much as you want the reporter you’re working with to experience everything at the destination, give them some down time. After an action-packed day of touring, it’ll be helpful for them to take a break and reflect on everything they saw / experienced.

Any fam trip tips you’d like to share?

To Preview Or Not to Preview: That Is The Super Bowl PR Question

Posted on by Cliff Maroney

While getting a head start on the competition is generally viewed as a smart strategy, does it translate into (PR) points for Super Bowl advertisers? Which method pays bigger dividends – previewing, or creating anticipation by waiting? Here are the two views.

The Upside: Maximum Exposure
By choosing to broadcast commercials or teasers, sponsors get a prime opportunity for buzz. Let’s face it, people love to share things via social media, and what better event to “tease” than America’s most-watched sporting event. And given that the unofficial motto for Super Bowl marketing is “go big or go home,” previews enable sponsors to get more yardage for their commercial investment. Considering the costs, earned media exposure can go a long way to maximize ROI.

The Downside: Ripples, Not Waves
While previews can give brands get a head start, it may not be the best strategy for those hoping to make a big splash. For example, for a new brand –or even a brand that hasn’t advertised in the Super Bowl before – arriving unannounced to the party can pay dividends, providing media with the unexpected “underdog” tale on advertising’s biggest stage and its noisiest annual story.

The Verdict
The decision sometimes comes down to practical matters like prep time. Often, agencies are working on Super Bowl spots up until the last minute, so an advance viewing strategy isn’t viable. Factors like brand profile, creative approach, and history are also worth considering.

Inventive content is likely to be shared, and the simple fact of the Super Bowl investment puts the advertiser in rarefied company. For a smaller brand, pre-promotion usually makes sense. It maximizes the spend and hedges the risk of getting lost in the clutter.

More established advertisers with strong track records, on the other hand, often have a built-in audience who may be waiting to see the latest creative spot. They may not choose to share the actual spot in advance, but pre-publicity to build anticipation is recommended.

The Super Bowl isn’t always a game-changer, but it’s a big hit for any advertiser, regardless of PR strategy. Not only are millions of people watching, but it may actually be the only time people want to see commercials. So, either approach can be a winner!

It’s Award Season – Even In PR

Posted on by Cliff Maroney

by guest blogger George Drucker

We’re getting into awards season. . . in film, television, even public relations. It reminds me of a learning from years ago that has affected my modus operandi for business development and client relations ever since.

Winning awards for creativity is great for the ego. But it’s not necessarily what clients want. At least, it’s not everything.

I will never forget my shock and surprise when Tom Harris – of Golin/Harris fame – published the first of his client surveys of perceptions, wants, needs, and  interests in hiring and retaining outside public relations firms.

Through the years, I had the good fortune to win several PR Awards for creative programs and implementation, from PRSA Silver Anvil to CIPRAs, Golden Apples, Golden Trumpets and everything in between. I thought creativity ruled, that original thinking, tactical implementation and creative results were what impressed and motivated clients to hire and retain their agencies.

It came as an eye-opener to me that, according to Tom’s first study, the #1 priority for clients is actually SERVICE. No matter how you sliced and diced the data, responsiveness and service level were the most important factors in prospect and ongoing client decision making. Out of Tom’s “Top 10 Needs” for clients, creativity ranked #9. It was a factor–but not a vitally important one.

His ongoing surveys through the years have borne this out, and it certainly changed my perspective. Creative product is very important, but not at the expense of client service.

Whether you’re an agency working with corporate communications or marketing departments, or an internal PR function whose “clients” are inside the company, keep in mind that returning phone calls promptly, anticipating client needs, and essentially crossing the t’s and dotting the i’s might be among the most important things you do.

When you can combine that service ethic and flawless execution with inventive thinking and a creative package, you’re running on all cylinders. But start with the basics, and show your clients where your values lie.

What Marketers Don’t Know About PR

Posted on by Dorothy Crenshaw

Are we living through PR’s “golden age”? Sometimes I think so. Clients understand the benefits of PR and are sophisticated about the tricky aspects, like trading perfect control for a measure of credibility. And budgets are opening up after the economic downturn.

But other times I wonder. Last year a favorite client of mine refers to public relations as “the cheapest form of advertising.” He meant it as a compliment, but it made me think misconceptions about PR linger even among seasoned marketers.

Here, then, are seven myths that persist about public relations, and my perspective on each.

PR is advertising lite. The two are so distinct that they shouldn’t be compared, or, worse, pitted against one another. As Freddy J. Nager once put it, debating their merits is like arguing which is more important in a football game, offense or defense.  It’s a useless argument because each has a different function, and they ideally work in concert.

PR is cheap. Although a modest PR investment is peanuts compared to, say, a national TV spot, it’s not insignificant. Budgets vary widely. The key, of course, is to match the need with the right PR resource and approach.

PR is publicity. Preferably Oprah. Sure, media coverage is often an end result of a PR program, but a well-crafted plan covers so much more. And to get to the earned media outcomes, there’s plenty of foundation to be laid. Overall brand positioning, media strategy, relationship-building, messaging, etc. – all are critical to a successful result. When the publicity breaks, it’s not usually a magic bullet. The old adage that we trade control for credibility still holds. (And what publicists don’t like to admit is that Oprah’s producers rarely take ideas from PR people.)

PR is about getting the word out. This is true, but many marketers don’t realize that it’s a two-way street. A successful public relations program is often designed to tell a brand or business story, yes. But a PR team should also function as a source of feedback and intelligence on what customers and influencers are thinking and saying. If you’re not using them that way, you’re not maximizing your investment.

PR drives sales. When I hear a client say they’ve put their ad budget into PR to replace marketing or promotion as a sales driver, it doesn’t make me happy. It’s a red flag, because PR isn’t designed for demand generation. Despite some spectacular exceptions, what PR does best is build brand visibility and enhance reputation over time. When it comes to driving sales without a built-in sampling program or other promotional piece, it will nearly always fall short, particularly because frequency is nearly impossible to achieve with publicity alone.

PR is about press releases. The news stream is important, but the release itself is a commodity. Press releases don’t add up to a strategic PR program, and the impact of any one release is likely to be minimal. If you’re paying for news releases, you’re wasting your money.

PR isn’t measurable. Actually, it is, but this one’s tricky, for two reasons. One is that the traditional metrics of volume and outputs, like ad equivalency or impressions, are outdated and inadequate. Again, the comparison to advertising doesn’t really measure what PR does well. The second challenge is that the research needed to demonstrate PR’s value is sometimes as expensive as the program itself. The good news here is that as social media adoption grows, things like sentiment, message delivery, impact, and action are now trackable.

This post was originally published in a slightly different form on MENG Blend.

Marketing Isn’t Getting Any Easier

Posted on by Dorothy Crenshaw
It’s tough being a Chief Marketing Officer nowadays. It’s always been a high-risk role. Management tends to find it hard to gauge the bottom-line contribution, yet easy to place blame. In a recession, many businesses view marketing as a cost center, and it’s often the first budget to be cut. Then, too, everyone (and his spouse) thinks they’re an expert. It’s no wonder that the average CMO tenure at the top 100 branded companies is just 23 months, according to a study byrecruiting firm Spencer Stuart.
 
Like a lot of things, marketing used to be simpler. It involved creating a brand message, hiring agencies, and managing promotions. Today, the lines between advertising and other disciplines are blurring as traditional media is being eroded. The market is permanently fragmented, making consumers harder to reach, and resources are scarcer than in the past.
 
Of course, social media hasn’t just thrown a wrench into things because of advertising changes. BusinessWeek reports that customer trust – generally  the domain of the public relations function in  most companies – is becoming a much higher priority for the typical CMO. The reasons are obvious. There’s restrained consumer spending, the financial services debacle, and the rise of social media. A recent AdAge story describes a trend of chief communications officers taking on the marketing function in some instances. It seems a better way to control brand perception in light of the risks and opportunities that digital and social media bring.
 
To make matters worse (or better, depending on your perspective), some claim that, given the power of social media, marketing is all about customer service. That’s right, customer service is the new marketing.
 
Forget it. In my opinion, the rumors of marketing’s death have been, yes, exaggerated. True, poor customer relations has taken down some companies, and superb customer service has built brands as well. But, I think most marketing officers deserve more credit, and a more expanded role, than that of a glorified PR position joined with customer service. Don’t get me wrong, I think PR is a critical brand function, as is customer service. But, brand reputation shouldn’t be siloed. And, as tempting as it is to boil the big-brand magic down to one ingredient, marketing is a lot more complicated than that.
For every Zappos, there are lots of Krafts…large, multifaceted companies with well-established legacy brands and traditional distribution channels. Steering that kind of brand marketing is like navigating an ocean liner in changing weather – while it’s undergoing renovations.
 
One thing is true, which is that marketing and PR belong in the same boat. We face similar challenges. But, the double whammy of a poor economy and social megaphone is actually an opportunity for both disciplines. Hard times wreak havoc, but they can also force collaboration innovation, and creativity. The most successful corporate executives will leverage every resource at their disposal to drive both.