Category: Snack on This

Digital PR Snack on This

Your Awesome Content Is Useless, Until…

One of the things I love most about the combination of content marketing with search engine optimization (SEO) is how they work in concert together.

If customers require multiple touch-points with a brand to become aware of it, and they do their online sleuthing long before they make a purchase…. then it makes sense to take control of those touch-points.

Each one is an opportunity to be found and make an impression.

Snack on This

Fill Your Slow-Moving PR Pipeline Pitching Vertical Markets

I have a local bank client that just started working with me in September. In Arizona, most business publications run their finance issues in November and December; therefore, I expected a frenzy of pitching immediately, followed by a lull.

That dreaded lull. That gap between editorial placements where your client starts questioning value of the PR retainer, even asking, “What have you done for me this month?” Or, in the case of more difficult clients, “… in the last five minutes?” 

Content Marketing Snack on This

Adding Playlists to a Blog Post? HOW FUN!

Let’s try an experiment… Click the > button on the playlist below, then pop back up and read this blog post while it plays.
Sure, reading keeps your eyes and brain busy…. but what about your ears?

Sensory branding is an emerging marketing tactic that helps create emotion using more than just one sense – it creates an emotional reaction that is linked to that brand. It doesn’t have to mean adding scent to a direct mail piece that people inhale when opening the envelope or handling out tchotchkes they can hold in their hands – it can also include audio.

And who doesn’t love music? Everyone does.

Like a jingle in a commercial that sticks in your mind, audio can be powerful.

Adding a playlist to a piece of content probably isn’t exactly what some have in mind when they think of sensory branding… but why not? It’s fun! And I think it’s a teeny tiny bit outside of the box, maybe?

Snack on This

Snack on This: Client Love Languages

I’m not taking the sudden onset of an empty nest very well. It’s heinous and I hate it.

I raised my children in a home with constant activity, constant flow of children in and out and, yes, a bit of chaos. I like it that way. We’re comfortable with it.

It’s a much quieter home these days and it’s been a particularly difficult transition for me.

I think I finally figured out why.

Have you ever read any of Gary Chapman’s books related to love languages? They are fascinating, incredible reads that help you understand there are five basic ways people feel loved. I purchased the teen version a few years ago called “The Five Love Languages of Teenagers: The Secret to Loving Teens Effectively.”

It’s incredibly valuable and the results of the book’s survey told us that all three of us – my son, my daughter and myself – each have A DIFFERENT LOVE LANGUAGE that makes us each feel accepted and loved within our family.

My daughter is touch, my son is verbal affirmations and mine? Time spent together. OF COURSE. The very antithesis of teens leaving the nest and becoming independent. 

It explains a lot.

Anyway… clients have love languages, too. Not so much LOVE with a capital “L” love – but how they are comfortable in terms of communication styles. What makes them value you and feel you “get them.” It might be a specific kind of reporting, email updates, phone calls, text, regular happy hours… different clients need to communicate in different ways.

Not only that, but communicating to them in the WRONG way impacts retention. They aren’t happy.

Have you talked to them about their preferences? If not, maybe it’s time to figure it out and give ’em a little love.
What is the “snack on this” column? Short, fast reads that are a little more introspective, a little more personal and a little less educational.

Snack on This

Snack on This: Leveraging Audience

Yet another Cinderella movie is in the works for Disney – hopefully with a fresh, modern perspective wrapped in to make it different from the others. At least it’s not animated. But what makes this interesting from a PR perspective?

Wait for it………. it’s BRILLIANT.

Leveraging the millions of little girls who were captivated by the movie Frozen and still obsess over it over fifteen months later – buying millions of dollars in merchandise and making it the top selling 2014 Halloween costume – a ticket to see Cinderella ALSO gives you access to Frozen Part Deux, in the form of a short animated film called Frozen Fever.

The only way those kids can see Frozen Fever is to buy a ticket to Cinderella. Why do I love this so much? Disney is leveraging the existing audience devoted to Frozen to drive traffic, reach and awareness for another movie that targets the same audience and might have lukewarm reaction. LOVE it.

So – the thought I leave you with is this: how can YOU leverage an existing audience or an owned media asset to accomplish a new PR goal?

(Related – this @DailyDot post is an interesting read about how the movie Frozen changed Disney’s stance on copyright infringement.)