Nov 26, 2011

Lady Gaga's New Brand Ambassador

Thanks to Josi's post, I spent some time last night focused on all-things Gaga. I missed her Thanksgiving special, though I spent time on the LadyGagaVEVO Channel watching some clips: You and I, Born This Way, The Edge of Glory and her latest, Marry The Night. (What's your favorite?)

IMC-wise, take Josi's cue and focus on the Gaga's Workshop-Barney's New York program. There are  many moving parts, and they all have significant weight  -- even the smallest tactic, such as Become a Gaga Workshopper.

It took no more than a minute to turn our unofficial PRFandP classmate, Allie Chandler, into a bonafide little monster. Next, the feline monster was blasted to my Facebook page with my personal message, a link to Gaga's Workshop and a playful line of  Gaga-esque brand copy: "I'm ridiculously goodlooking as a Gaga's Workshopper." 

I just promoted two  three brands (Gaga, Barney's and Allie C.) with one click. Direct marketing, with a social media spin.

Girl Scouts of America



Girl Scouts of America is one of the most loved and familiar brands in the world. With a mission to build girls of courage, confidence, character (and make the world a better place), the Girl Scouts of America develops cute little armies of personal sellers to push affordable and delicious products. The Girl Scouts are so cute and courteous in their green uniforms you almost have to buy something from them...and who doesn't love those Thin Mints?!

re: BLACK FRIDAY 2011

I have received so many emails from Amazon, Overstock, Best Buy etc. that I want to scream! Direct Marketing is an effective but truly annoying technique :-P I would rather sift through mounds of paper advertisements and watch the same commercial over and over again than have a cluttered inbox--but that's just me. Macy's has done a terrific job with their Black Friday advertisements. Check out this video. Whether you love him or hate him, the commercial is hilarious, lol...

Nov 25, 2011

BLACK FRIDAY 2011


Time for some PRFandP transparency. Have you ever been to a Black Friday Sale?  (Does this kind of thing happen in Canada?)

Think about Black Friday as it relates to a retailer's IMC efforts. The National Retail Federation estimates that the number of shoppers hitting stores today will be up 10 percent from 2010.

I've been bombarded with Amazon's Black Friday email direct marketing. Thanks to PR, Black Friday headlines dominate the news. You can't escape the sales promotions. And my cynical side wonders if WalMart's PR pros stage, post and promote some of the YouTube fight videos. 

Black Friday is big business, and retailers have been strategically planning IMC efforts all year long.



Nov 24, 2011

"Culture" in the IMC Mix

 
(This is the Week Eight official blog post)

Integrated Marketing Communications (IMC) is all about the mix -- the integration between various IMC channels that work as a unified force, rather than permitting each to work in isolation.

Advertising, Promotion, PR and Direct Marketing can hog the IMC spotlight, so you have to make sure that Personal Selling gets some TLC.

Employees can be the most powerful brand ambassadors, whether they're directly involved with sales or not. Just ask the Zappos folks. They've even written a book about it.

Good customer service is becoming a dying art, but Zappos gives me faith. Zappos is an online retailer, but the core of their business -- at the most basic level -- is a call center: one-on-one customer service-related conversations.

"Service" is so integral to the brand Zappos puts it front-and-center for all the world to see. For Zappos, corporate culture is the Personal Selling program that contributes to success.

Lots of companies pull out the "culture" card, but few can pull it off so well. Why is a company like Zappos successful and so many others fall flat?

Personal Selling programs come in lots of shapes & sizes.  Seen any good examples? Come across a good case study?

Nov 23, 2011

Creative Crowd Sourcing

Crowd sourcing...to be completely honest, the concept seemed rather bland to me at first. In preparation for my week as PRFandP's administrator, I did some research on the different ways that crowd sourcing can be used. I discovered a world of possibilities! Once I opened my eyes to all the different ways crowd sourcing can be used, I was shocked and impressed with many of the amazing projects that incorporated crowd sourcing.  Listed below are a few of my favorite examples:

1. Collected Visions
Collected Vision began in 1996 by Lorie Novak. Novak sent out a request for people to send her any old family photos which she then placed on her Collected Vision website. Visitors to the site can browse through old photos and captions that have also been submitted by visitors to the site. One installation on the website that I found to be extremely intriguging was Positive Visions, where Novak asked the public to submit stories and photos of people affected with AIDS. Check it out here! Although her website is a bit...dated (I honestly don't even remember the internet existing in 1996) it is an amazing project.

2. The Johnny Cash Project
The Johnny Cash Project is a simply outstanding example of crowd sourcing. Project director, Chris Milk, (a real life music video director) decided to make a music video for Johnny Cash's last studio recording, "Ain't No Grave." Milk provided a reference image on the Johnny Cash Project website which was then used by participants (the general public) to create their own frame for the music video. For some reason the music video made me a bit dizzy...but enjoy!



3. A Life in a Day
A cinematic experiment produced by Ridley Scott is my FAVORITE example of crowd sourcing. Scott sent a request out for people to film their day on July 24, 2010 and submit them to Youtube. The response was unbelieve. The documentary film is made up of video clips from over 80,000 submissions sent from over 192 nations across the world. I already posted a link to the full film, so here is a link to the trailer.



I challenge everyone to find their own creative example of a project or art piece that incorporates crowd sourcing. There are tons out there!

Enjoy your week.

Wishing you a Very Gaga Thanksgiving!

When we talked about Gaga this week, I couldn’t agree more with Eric. She is everywhere! Whether it was Monday in class, yesterday when I visited the Harper’s Bazaar exhibition at the ICP Museum, today’s opening of the very bizarre Gaga’s Workshop at Barneys New York or for the Very Gaga Thanksgiving special on ABC tomorrow, she never stops entertaining.

Gaga is a huge social media star, she constitutes a case study in itself. She is the most popular user on Twitter, reaching 16 million monsters this November. She was also the first person to hit 10 million fans on Facebook (now counting more than 45 million fans), as well as 1 billion views on YouTube, according to Mashable. I know, I know... quality versus quantity but go to visit Gaga’s Facebook page yourself; you will agree with me that she has both and she really owns her audience like no one else! The keys to her success: she – or should I say her team – is updating the platforms with new and creative content like videos, posts, you can even buy music and subscribe to her newsletter. Also the extravagance and style of the star certainly helps to keep the conversations. Oh and talking about branded entertainment, who can tell me how many products you can identify in her 9.5 minute music video, Telephone?



And this isn’t it; did you know that she recently partnered up with social gaming company Zynga to launch GagaVille, a Gaga-themed offshoot of Zynga’s hit game, FarmVille? I admit, I am a huge fan of the Lady.

Now It's Your Turn At The Pitcher's Mound





   What would you do if you could throw a curveball assignment at the professor, at the rest of the class, or at your coworkers?

   This kind of role reversal would be highly educational. We all know that responding to a curveball tests your ability to handle some 11th hour complication. It reveals your strengths and weaknesses at handling a sudden challenge. We’ve all had plenty of experience with that. 

    Now, hurling a curveball is an entirely different ballgame. This situation measures your creativity and inclination for testing others. You get to set up the obstacle that your fellow employees or classmates must surmount.

   This may not sound pleasant, but it’s practical. Sooner or later in your career, some difficulty will emerge whose solution depends on the savviness and determination of your coworkers or subordinates. In effect, you are throwing a curveball at them, since the mess that came your way is also coming their way. So I think curveball thrower role play can bolster your fortitude for such circumstances. 

   Let’s say, you are on a PR team. You are leading some junior employees under you. You are tasked with one part of a PR pitch preparation for a request for proposal (RFP).   A development happens that brings new RFP guidelines. Your team must satisfy them while sticking to the original deadline. 

    The issue could be a revised public relations objective. It could be the potential client wants a six month PR plan, instead of a three month one.  Maybe the prospective client faces unforeseen budget restrictions, forcing PR plan strategy and tactic revisions.  The list of conceivable setbacks could go on and on. 

   The point is, you will be dealing with the consequences of this jam with your subordinates or colleagues. Don’t you want to find out what it is like to be on the throwing end? Especially weathering various reactions from the curveball recipients.  

  That’s why I think everyone should have the chance to step up to the pitcher’s mound and chuck curveball assignments. This practice can help prepare you for the moment when your career saddles you with this responsibility.

  I don’t know about you, but I’m ready to exit the bull pen and take to the mound.  I have throw two hypothetical curveballs to throw, one at the PFR&P class, and one at Professor Chandler. So what if neither one requires any actual work? The purpose here is to provoke your solution strategy thinking, and, of course, your opinions of the mock crises.  

  Curveball to the PRF&P class! The Dec 19 final PR plan presentation will be viewed, evaluated, and graded by a real PR agency. The agency, whose identity remains cloaked, will be filling in for Professor Chandler. He will be busy that day completing his own curveball assignment.                  

  As such, all PR plans must fall with a strict dollar budget set by the agency. There must be a specific dollar amount allocated to each tactic. The overall budget will be emailed to each PR workgroup by Nov. 25. That leaves time for every group to have a professional presentation ready for the webcam on Dec. 19.

  Keep in mind, PRF&P class, that upping the ante also increases the payoff. Every PR group that earns a B or better with the final presentation will be offered a PR agency internship at a Manhattan public relations firm, courtesy of NYU School of Continuing And Professional Studies.

  Curveball to Professor Chandler! You’ve have been drafted by NYU SCPS for a special project. SCPS is expanding its online PR course curriculum in 2012. By the fall, 40% of all PR courses will be offered on line.  SCPS needs a comprehensive PR plan to sell its online PR curriculum to the public. Your mission is to have a complete plan ready for presentation before the SCPS administration on Dec. 19.

  Details on PR program budget will be emailed to you from the NYU president’s office by Nov. 25. You will also be allowed to recruit up to five SCPS PR class students to assist you in researching and assembling the PR plan. Each student who participates and completes this endeavor will get a voucher for five free SCPS courses.  

  Unfortunately, Professor Chandler, the Dec. 19 presentation will coincide with your PRF&P class. Don't worry. A real public relations agency will be hearing final presentations from your students. SCPS does apologize for diverting you from PFR&P that day.

  However, your solid grasp of public relations makes you a good candidate for orchestrating a PR plan about the school’s online PR courses. The same is true for your work ethic. SCPS knows you’ll never dream of claiming the dog ate your assignment. (That's alright. The cat ate the assignment excuse works better in your case).   

  The importance of the undertaking can not be overstated. Given that, Professor Chandler, NYU is offering you plenty of incentive. You’ll get free tuition for doctoral studies in PR at NYU, if your plan wins over the SCPS administration.

  Seriously, I think throwing curveballs to other people is beneficial. You find out how comfortable you are pitching a predicament to other employees, classmates, or colleagues. You discover if you truly like dealing with the flurry of back and forth discussions – feedback, ideas, criticism, venting  – that the curveball thrower gets. I think some people underestimate the degree and intensity of human contact involved.     

  So I can’t resist asking. What imaginative curveball situations do you have to fling at me? Let see you step up to the pitcher’s mound for a change. 

Nov 21, 2011

To: Josi & Melissa. From: Jay



Date:  August  6, 2012

Hi Josi & Melissa:

Surprise! You're the lucky ones who get to handle the Joe situation. Between the two of you, I'm sure you'll keep the communication clean.  The next several days are going to be hell -- I won't lie -- but you can handle it.

Here's the deal. Joe's team is sharing the exclusive with NYT tonight, and they're posting the story at midnight EST. All of tonight's news programs are going to have a field day, but none of them have confirmation. I'm handling incoming calls and emails now, but you'll both take things over first-thing tomorrow morning.

Joe's definitely not happy with Barack, for too many reasons to count, but I worked out a deal with his press team: they've agreed not to go into specifics. Doing so will screw up our re-election efforts, and we're already waging an uphill battle.  Joe's "choosing to spend time with family and will pursue other philanthropic interests." Nobody will buy it, but that's what we have to work with. Be prepared.

Barack would like to meet with the three of us at around 6:45ish. He knows that you've both been working on the crisis plan, and he'd like to hear each version. Together, we'll make final decisions this evening and move ahead right away. 

I'll meet you outside the Oval Office at 6:42.

Jay



Reaction Marketing to present NYUM food festival

 

 

NYUFM  pic

 

Reaction Marketing is collecting data for an exciting new twist on New York City food festivals. We are happy to work with the New York Underground Market (NYUM) in the social media event of 2012. The New York Underground Market is a popular social food movement that is propelled by a social media strategy. NYUM will showcase the best known and unknown chefs; presenting their skills and food in over 50 food stalls. It will all be sourced locally from within the NYC tri-state region. Organic produce, meats and baked goods will be the highlight of the sustainable living theme throughout the event. The event is scheduled for July 6, 2012. Tune in a check out our webpages, Youtube channel and twitter account as the new year approaches.

In order for us to deliver the best food experience we can,  we need your help. Take a look at our Facebook page and take our poll. Tell us what you like in food festivals. The more we know, the more we can deliver.

http://www.facebook.com/editprofile.php?sk=relationships&success=1#!/pages/New-York-Underground-Food-Market-market-research/225569910841323

(This is a fictitious ad for a bogus event but the data will help us in our project. Please take the poll on the Facebook page. Much thanks to all)

Professor Chandler, the Dog Ate My Homework

I’ve been working on my assignment since Wednesday and was relieved to be done last night.  This has been a lot of work, right?!  But when I went to drop it in the box this morning, it was nowhere to be found! :’(   Even a computer search would not locate it.  Tears welled up in my eyes as I started rehearsing my speech.

“Professor Chan... um Eric…  there’s been an accident.  My homework didn’t make it”.   

As the first drop fought to leave my eye,  I realized… I am in a crisis!  I gave myself a mental smack, got a hold of myself and remembered that I saved a work in progress on my work computer before I left Friday night!  I'd have to create a timeline and tip sheet again but you know what?  It served as an opportunity.  Because I thought of something that I wound up incorporating into my assignment.  I won’t say what, because I’m going to pretend it was a part of it all along!  Score one for pulling it together in a crisis :)

Nov 20, 2011

Not a good day in the Pizza Kitchen.... Or was it?

If you’ve ever wondered what makes Domino’s pizzas so damn good, well, just hope it isn’t the less than savory ingredients that employees were caught adding to pizzas in this video.





This was an absolute PR nightmare for Domino’s. If there’s one video they didn’t want to go viral, this was it.  But thanks to the power of social media, the original video amassed millions of views and large media channels globally picked the story up.

Earlier this year Domino's launched a a bold campaign by running an electronic ticker in Times Square displaying in real-time what consumers really think of the brand (good, bad or neutral — on a 4,630 square-foot billboard) and it coincided with the below TV Campaign.. 



The campaign was a hit, increasing sales by double-digits in the first quarter it ran. Since then, Domino’s has continued to strive for transparency by vowing to use un-retouched pictures of its pizzas in its ads.

A Life in a Day

A beautiful example of crowdsourcing. 

Enjoy!


Weinergate sexting mess




The saying goes "April showers bring May flowers." For Congressman Anthony Weiner, April brought a torrential May storm.

On May 27, 2011, Weiner, used his public Twitter account to send a sexually explicit text to a 21 year old Washington State woman. The link was quickly removed, but screen shots of Weiner’s original message and the photo were captured on Twitter, and sent to a blogger who published them on his website the next day.

In our Crisis Communication Lesson, Eric Chandler wrote “Tell it all and “Tell it fast”. Weiner took the ignore, deny, lie, point the finger approach, displaying for us all what not to do. Where were his advisers? Weiner waited four days to come forth in a series of interviews. He denied sending the photo, suggested someone hacked into his account, and said the photo was definitely not him. Shovel, shovel... keep digging that hole, dude.

This mess ended in public embarrassment and his resignation. It could’ve ended less painfully if Weiner immediately came out with it, accepted the blame and told the truth, instead of waiting and finally coming out like a cornered rat.

Memo from Jay Carney (a.k.a., Curveball)


Hi Team:


I just got off the phone with Shailagh. It's official:  Joe has decided that he's not remaining on the ticket with Barack. This isn't a huge surprise, given all the scuttlebutt we've been hearing. But three months before Election Day? I guess it's better than three days before ...

Joe's team agreed to make sure that we're fully aware of their plan before we move ahead with our own efforts. This will all go down at some point tomorrow, but details are still TBD. This is all I know, but I'll keep you posted. 

I know that everyone's swamped, so I'll be in touch with a few of you to handle it. I know, it's a pain, but look on the bright side. It'll make for good interview fodder someday.

I'll be speaking with Barack later this evening. Thank God we've been working on that crisis plan!

Talk soon,

Jay



(This is a fictitious situation and memo from Press Secretary Jay Carney.)

Video: The Ultimate Event Promo


A friend sent me the URL to this clip this morning: "I'm doing this next year. Wanna join?"

I won't share my response, but what immediately came to mind was how this video nailed the heart and soul of of the Tough Mudder event.

It's not exactly a social media-related event, but inspiration comes in various shapes and sizes. And on that note, I might just go out and find a puddle of mud this afternoon.

Yes, Virginia, There is an SEO Clause (for PR Pros)

Thank you, Nicole, for reminding me to post this article from PRNewDaily.com. The headline?

What Google's Newest Search Algorithm Means for PR Pros

I post this as a reminder to keep 'search engine optimization' top-of-mind as you continue to move ahead with your public relations careers.