filter by author: Cone Communications

January 20, 2012 at 1:47 PM by Cone Communications

This week, Paula Deen revealed a not-so-surprising secret: she has type 2 diabetes. Not surprising because this not-so-fit chef and TV personality has been preaching her love of all things butter since she first graced us with her presence on the Food Network some years ago. And boy, did she grace us. She epitomized southern hospitality – she called us all her friends, she sent us “love and best dishes” and she welcomed us into her home.

Admittedly, I too fell in love with Paula. It was refreshing not to see her scrutinize every morsel of food she put into her mouth. It was refreshing to see that she was comfortable in her own skin, despite being well into her 50s and overweight. It was refreshing to see such a healthy appetite for food – and for life. And so I, along with the rest of America, bought her cookbooks and bakeware. In essence, I bought into her persona (my PR background doesn’t make me immune to marketing tactics, just more aware of them).

Since making the announcement, Paula has been the subject of consumer backlash. Many feel deceived. Many are disappointed that she withheld this news for the last three years. Many feel that she forced her fat-and-sugar-laden recipes upon them and, to some extent, down their throats.

 

The problem with Paula’s announcement had nothing to do with the timing. It had nothing to do with the recipe of disaster she cooked up for herself (pun intended). Instead, it had everything to do with her motive for making the announcement: a deal with a giant pharmaceutical company named Novo Nordisk, a major manufacturer of diabetes drugs.

It’s no secret that Americans’ trust in corporations is declining, and the pharmaceutical industry is not immune to it. We’re a nation that loves a good David vs. Goliath story – the triumphant little guy (American consumers) against the big giant (corporations). So why is Paula, one of the friendliest faces on television, suddenly aligning herself with the Goliath corporation rather than consumers? That’s the real problem. Right now, it seems like Paula’s only looking out for herself and her pocketbook, not all the friends she made along the way.

What would’ve been more Paula-esque? For one, putting her friendly face on a campaign to educate the public about diabetes could’ve been a step in a positive direction. Second, if Paula admitted the error of her cooking ways and proposed a healthier lifestyle for her and all her “friends,” with the help of a trustworthy and respectable partner (like the American Diabetes Association [ADA], for example) things could have played out a whole lot differently*. Cone’s 2010 Cause Evolution Study found that 81 percent of consumers believe that if a celebrity’s commitment to a cause is authentic, he or she can play a significant role in raising awareness for the issue. Imagine the power of Paula Deen.

Do I think this will cause irreversible harm to the Paula Deen brand? No, because, if there’s a story the American consumer enjoys more than a David vs. Goliath, it’s the resurrection of a fallen hero. What it will do is make us all a little more skeptical about what goes into our foods and just how much fat we’re willing to let into our lives – even if it comes wrapped in a sugary sweet southern drawl.

 

--Jenna Walsh, Senior Account Executive

*Note: In later interviews, Paula noted that an undisclosed percentage of her earnings as a spokesperson for Novo Nordisk will be donated to the ADA.

Tags: campaign criticism health nonprofit food strategy

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October 14, 2011 at 2:29 PM by Cone Communications

You may have recently heard that Facebook upgraded its Page Insights (analytics). Part of the update includes a much more advanced set of metrics for measuring engagement and reach on fan pages. The new metrics allow community managers to focus on what content is getting shared the most and how to tap into the viral power of Facebook.

This new upgrade delivers another blow to social media skeptics. “Going viral” or “virality” until now has been an abstract term or practice that was easily picked apart. But now, Facebook is concretely defining virality based on these new metrics and substantiating its definition with a plethora of data. Using the new metrics, community managers can easily score and rate the virality of their content. In other words, they can assess how apt the data are to be shared. We spoke to a Facebook representative who had the following to say about the changes:

“What we're trying to do with these new updates to Page Insights is to emphasize to marketers – from small businesses to global brands – the importance of creating content on their Pages that gets shared and passed on, so that this content in turn can reach more and more people in the News Feed – including those that are potential Fans/customers.”

 

 

A simple way to measure the virality of content using the new metrics is to divide the unique ways your content is being shared by the unique impressions, ultimately providing a virality percentage. Now, to simplify…

Virality = Unique story* creation / unique impressions
Post Virality = Post Talking About This / Post Reach

The new insights platform also introduces two additional metrics to help marketers understand and make better use of the viral nature of Facebook. Viral Reach tracks the number of unique impressions by measuring how many users saw a story because of a friend. Friends of fans is a self-explanatory measurement that identifies the complete audience for viral marketing within Facebook.

Why does Facebook want to move towards these new metrics? Engagement. They want marketers to lead the charge by creating content that has stronger edges and takes advantage of the social graph. According to a Facebook representative:

“The People Talking About This metric is a count of the unique people who have created stories about a particular Page in the last week. We believe this is an important metric not only because it stresses engagement, but also because it is directly correlated to reach – so when you increase People Talking About your Page, you increase your weekly total reach.”

By making virality and engagement more measurable, Facebook has shifted the emphasis from “How many Likes can we generate?” to “How can we create better content and engage our fans?” The onus is now on marketers to use this new data to create engaging experiences and to better predict what will “go viral” in their communities.

-- Marcus Andrews, New Media Specialist, @Marcus_Andrews
--Hiroki Murakami, New Media Intern, @hnmurakami

*Unique Stories include liking your Page, posting to your Page's Wall, liking, commenting or sharing one of your Page posts (or other content on your page - like photos, videos, albums), answering a Question you posted, RSVP-ing to one of your events, mentioning your Page, phototagging your Page, liking or sharing a deal, or checking in at your Place.

Tags: socialmedia viral

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September 30, 2011 at 1:42 PM by Cone Communications

A recent Advertising Age article examined freakonomics – the law of unintended consequences – in marketing. The verdict: choice may not be all it’s cracked up to be. This isn’t a new claim but certainly one that’s worth re-examining, as today, consumers are faced with a host of products and services accompanied by varied promises. Logic suggests successful brands should focus on the promise that consumers expect from them – the promise that’s core to their business and that defines the product/service in the eyes of the target audiences – rather than get distracted by trying to be all things to all people. Innovation is crucial, of course, but the best innovation is often a natural extension of an organization’s “sweet spot.”

 

The value of focus – be it in product development or marketing strategy – is one that can easily be applied to PR campaigns. Something can’t mean everything to everybody at the risk of disengaging many. It’s important for PR professionals to work with clients to develop campaigns that resonate with a product/service’s target audience and avoid marketing to the masses. To ensure a campaign doesn’t evolve outside itself and stays on the straight and narrow, here’s some food for thought:

 

Josh Holloway (center) working with Cone client Nature Valley

Photo Credit: Getty Images

Stay true to the brand. For a consumer-facing launch, it’s crucial to identify a spokesperson who aligns with the brand DNA in order to provide natural and needed credibility. A strong example is a recent program we executed for our Nature Valley client with actor Josh Holloway. Known to the public as the rugged "Sawyer" from “Lost,” Holloway is an outdoor aficionado in his own right, which allowed him to share real-life stories with media and stress getting outside and visiting our national parks with our core audience – active consumers.

 

Less is more. When developing campaign messaging, it’s natural to want to fit in as many points as possible. But for an initiative to be effective, the true message points should be minimal. Three strong points for the overall program will provide clear and actionable messages that stick and provide just enough information to tell a story. Additionally, the more concentrated the core messages, the easier it is to ensure that copy is consistent across an integrated campaign that may involve POP, advertising, digital and social.

 

Concentrate on the core. Is your client marketing to a specific demographic? Make sure the media outlets you’re prioritizing align with the overarching marketing strategy. Coverage in the Wall Street Journal, for example, is great, but a post on a popular mom blog may be considered just as much of a “win” depending on the target audience and desired outcome. Sometimes, the best placement isn’t splashy but one that drives in-store results.

 

Engage strategically. Want to let Facebook fans in a specific geographic area know that a new product is hitting shelves? Leverage regionalized posts to target specific markets and track applicable consumer feedback in real time. Utilize Facebook Insights to see which PR efforts are driving social media traffic and engagement. When it comes to social media, every brand has a role to play, but it’s how it’s done that counts.

 

Communicate results. The benefit of a focused campaign? Tangible results that can be benchmarked en route to the finish. Select a few key media placements and ask your client to match up the dates with sales data. Many eCommerce companies use tracking tools like Google Analytics to directly correlate PR results and sales, and it’s time to bring more measurement into the CPG PR realm.

 

--Jessica Anselmi, Senior Account Executive

Tags: roi planning bestpractices clients PR branding strategy

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August 25, 2011 at 4:33 PM by Cone Communications

Contests are frequently inserted into marketing programs to reach and engage with consumers. If done right and within strategy, brands just might increase their social media followings, build loyalty among existing and new customers, drive sales and much more. There are many reasons contests should be part of your marketing strategy; however, with the flood of so many brands using the tactic, how does your campaign standout?

 

Here are five practical tips to make contests work for you.

Identify goals. Before you set out to host a contest, identify the objectives or it will be difficult to evaluate success in the end. Are you looking to engage with as many people as possible? Are you looking for quality entries/content? Are you looking for media impressions? Some contests (i.e., video contests) can result in creative entries and create a high level of engagement with consumers; however, the number of entries may be minimal in comparison to other contests with low barriers to entry. If you’re looking to secure impressions, explore ways to generate multiple waves of publicity and consumer engagement throughout the contest.

Make the contest call to action relevant to the brand personality, as well as your core audience. Before you set out to launch a contest, take the time to finesse the call to action. Determine the type of responses you want to get back from consumers and if the ask is brand appropriate. Successful contests usually ingrain the brand essence into the contest call to action, thereby ensuring entries are on-brand and target your core audience.

Content is key. Take a step back and determine how you want to leverage the content created by consumer entries. Do you want entries to go viral? Do you want them to be humorous? Do you want to pitch to media? Answering these questions will help frame how to structure the contest entry, judging and winner announcement process.

Offer a unique prize package. Everyone enjoys a free gift. Explore a prize that has an emotional impact (e.g., paying for someone’s college tuition or enhancing a community destination) or a one-of-a-kind prize and/or large monetary award. A compelling prize can certainly incent more consumers to enter and participate in a contest. It may even make your story more newsworthy to the media you’re pitching.

Think long term. Think about how the contest could play out or evolve in the next year or the year after. There’s a lot of equity in building on an ownable brand idea; however, look for ways to refresh program elements to keep the program feeling new. Also, continue to leverage and communicate with the consumer base acquired through the contest. Sustaining the momentum of the contest energy to create lifelong brand ambassadors is invaluable.

--Amelia Ott, Account Supervisor, @amott

Tags: contest marketing video bestpractices engagement socialmedia

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August 19, 2011 at 1:16 PM by Cone Communications

If you’re still wary about integrating foursquare into your marketing plan, look no further than the recent announcement that even the president is “checking in” to places now. If Obama can do it, so can your customers. With constant progress and evolution surrounding what was a scrappy start up just a few years ago, it comes as no surprise that foursquare announced yesterday yet another advancement. Now becoming more than just a location check-in program, it has added a new Event element to its check-ins.

Users have been checking in to unofficial events for a while now, but with the launch of an official platform of ”partnered events,” foursquare streamlines the previous process of having users check in to a location and then “shout” or comment about what they’re doing there. Users’ check-ins get a lot more interesting because users can check in to the venue itself or any of the events going on there. The primary players behind this new Events platform are ESPN, MovieTickets and Songkick, setting out to display thousands of check-in-able events, beginning in the arenas of music, movies and sports.

This new feature gives both users and businesses an added layer of interaction on foursquare. Users can unlock information about the events they’re attending (such as game time, teams and venue details), giving them more chances for earning discounts, coupons and even badges offered through the new events platforms. ESPN, for example, now has a new page for users checking in to specific sporting events that make users eligible to earn an “ESPN Foam Finger” badge.

For business partners there is a heightened opportunity to compete for check-ins with other locations and drive consumers to events and accompanying services. Consider the following scenario. On Friday night I check in to Fenway Park and a Red Sox game and push this check-in to my Facebook and Twitter pages, each of which shares information with my different social networks of friends. While at Fenway I might check in to a pre-game event I learned about on foursquare, orchestrated by one of the Red Sox sponsors. I then push this check-in to my other social networks as well, maybe even tweeting about the cool branded giveaways I got just for attending this pre-party! For businesses who take advantage of foursquare Events for event planning and marketing campaigns, this scenario is sure to become a reality.

If you’re reading this post and you’ve yet to do so, jump on foursquare and “claim” your business. Get in the game!

--Kathryn Robinson, New Media Intern, @katelyse

Tags: socialmedia promotion event foursquare

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August 12, 2011 at 1:24 PM by Cone Communications

This past weekend, we had the privilege of attending the 7^th annual BlogHer conference in San Diego, Calif. BlogHer ‘11 brought together leading female voices ranging from mommy, food and health bloggers, to journalists and corporate CEOs. With two full days of informative sessions, an elaborate expo hall and sponsored events,the conference offered insights into ways that bloggers want to connect with their readers, tools they’re using to push out content and how they want to work with brands.Through conversations with bloggers, listening to speakers and panels and spending time on the expo floor, we were able to take home several key learnings from this conference.

 

 

Blogs drive purchase decisions. It’s no surprise bloggers continue to influence purchase decisions among consumers, but this sentiment was wholly reinforced. According to the 2011 BlogHer Social Media Matters study, 80 percent of BlogHer’s audience has made a purchase based on a recommendation from a blog. This influence is supported by the trust consumers are putting into blogs they follow – feeling that they have a lot in common with the author. In fact, according to the same study, 73 percent of those surveyed said the blogger they follow “has similar opinions and attitudes,” 58 percent said they “feel they know the blog writer like a friend because we have so much in common” and 57 percent said “I have been reading the blogger I follow for a long time and we have similar taste.” These stats reinforce that it is increasingly important for brands to maintain strong relationships and look for opportunities with bloggers as they are undeniably trusted influencers for many consumers.

 

Facebook is the engaged modern mom’s media platform. Although bloggers continue to push out content with tools like Twitter and Google+, Facebook still leads as the most-used social media channel. It continues to allow bloggers to drive more traffic to their blogs and interact with their fans. When pitching or working with bloggers, look for opportunities to provide additional content for a blogger’s Facebook page, giving the blogger more content and providing another touch point for the brand.

 

Bloggers are open to being sponsored for blog posts. This emerging topic among bloggers came up again and again over the course of BlogHer, as many are looking for opportunities to work with brands on a paid basis. As brands continue to work with bloggers, it will be important to explore opportunities for sponsorship and content integration, as this seems like a direction that many well-established bloggers are moving toward.

 

Bloggers are communicating new technologies to their audiences. Several of the bloggers we chatted with are constantly pushing out new technologies and apps that would be useful to their readers. For instance, Desiree Scales, of The Bella Buzz, recently communicated a new app to her readers called Aisle 411, which helps people find the items they’re looking for, create and manage shopping lists, plan shopping routes, find product reviews and even earn rewards and dollars off for simply finding whatever it is they need. Be sure to research what tools bloggers are giving their readers to find new ways to offer up valuable content when pitching them.

 

 

Although experiential rules the expo floor, social elements extend engagement. Photo opportunities in a branded setting are still a good way for brands to get attention and interact with consumers – particularly at a crowded trade show. This year’s floor had everything from a Sesame Street stoop to an interactive bathroom. However, photo opps. alone do not create engagement, so across the board, brands used social media to extend consumer engagement. Gatorade offered green screen photos showing attendees getting doused with Gatorade - Bill Belichick style - and encouraged users to share the images on social media channels. Other brands offered photos with celebrities or icons, provided a hash tag and encouraged tweeting the photo to win a prize. Incorporating social engagement with an experience is a great way for brands to engage consumers, drive traffic to social media outlets and increase overall brand knowledge. As social media continues to thrive, you can definitely expect to see this type of engagement in the future.

 

The BlogHer conference was an eye-opening experience and it is not just for bloggers anymore; PR pros can definitely benefit from this informative conference.

 

Did you attend BlogHer11? Let us know about your experience.

 

--Emilie Valle, Account Supervisor, @Emilie_Valle
--Jessica Benjamin, Account Executive, @JessBenj

Tags: mediarelations research blogs blogging Twitter bestpractices socialmedia

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July 29, 2011 at 10:25 AM by Cone Communications

What is it that makes those Vuitton heels so much better than your average department store pair? The leather? Of course. Hand-stitched soles? Definitely. But there is something else about those heels that makes them rise above the mid-market brands – and that something is perception. Slip those suckers on, and instantly, I feel pretty. A pair of shoes just changed my state of mind.

How is that possible? It’s possible because an emotional response like that is exactly what luxury brands want, and it’s how they differentiate, not just in that moment, but over the course of many years. Luxury brands sell us on that differentiation through a consistent, careful, unwavering commitment to brand messaging. And, it’s the emotional connection they create that positions luxury brands for less of a hit during economic frailty and a quick recovery thereafter.

 

 

With a debt crisis looming, gas prices rising and many companies still feeling a little shaky after the last two years, how do luxury brands cheerfully bounce back so quickly? Well, for one, they don’t change – at least not at the core of their brand identities.

Here are a few of the ways luxury brands ride out good times and bad, the grunge years (gross!) and the “austerity” measures of today:

• Simple messages: Four Seasons Hotels and Resorts ads exemplify the power of a simple message: “When Life Feels Perfect.” It taps into the emotional connection, sets the foundation for your own perfect experience and delivers the brand message of warm, intuitive service. Across the board, luxury brands keep it simple, personal and emotional.
• Know your audience: There’s only one audience for luxury marketers and that is the top percent of wealth – no matter that one-third of luxury goods are purchased by the aspirational shopper. It’s the wealthy who stabilize this industry during tough times and they must stay engaged in the brand equity.
• Consistency: The first objective of any new luxury marketing campaign is to reinforce the brand ethos. If the campaign doesn’t reflect the core brand, it’s not going to happen. Saying no to an exciting partnership or denying access to an interested publication is a tough, and awkward, call to make, but if it’s not on par with the brand, you risk derailing the message. Luxury marketers know this and they stay the course and agree to only the best opportunities and the right partners.
• Personalized service: Some may say brick-and-mortar stores are a thing of the past, but personal contact is not something a luxury brand takes lightly. Even when exploring digital marketing, the digital experience must relate back to the core brand. If that app doesn’t have the same “inside circle” feel of the store, it’s not worth the risk.

From ad campaigns, right down to the glossy, ribbon-handled shopping bags, the luxury brand is steadfast and focused on the customer experience and creating that emotional connection. Then, it’s up to its marketing, ad and public relations teams to tell that story. Strutting down the street in $900 heels, oozing glamour like the latest magazine ad and carrying a silky soft leather handbag, I feel pretty. Oh, so pretty! Can your brand do that?

 

--Regan Dillon, Senior Account Supervisor

Tags: marketing bestpractices branding luxury

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June 9, 2011 at 11:45 AM by Cone Communications

Calling all news junkies! Is there anyone who can’t get enough compelling news reports in one day? Does the 24/7 news cycle barely satisfy your cravings? Reading CNN breaking news is a daily ritual for me, and with my RSS feeds, I try to get my fill of factoids, pictures and opinions to stay well informed about the latest trends, social causes and educational campaigns.

 

Apparently, I’m in the majority when it comes to being hooked on headlines, and it seems the growth of mobile media is helping us news addicts satisfy our insatiable appetites. According to new research by the Pew Research Center’s Project for Excellence in Journalism, people are spending more time with news than ever before; however, they are receiving it more and more in front of some type of screen.

 

 

Could it be the printing press is on its way out? Pew’s 2011 State of the Media Report finds 41 percent of Americans use the Internet to get “most of their news about national and international issues,” a 17 percent spike from last year’s report. When it comes to any type of news, nearly half of Americans get news online at least three times a week, surpassing newspapers for the first time. As a result, new online publications, such as AOL’s Patch and Yahoo! are increasing in popularity, as are niche sites like Bloomberg Government.

Things are changing rapidly, from the shrinking traditional media landscape and the proliferation of new media, to the age of instant global news reports waiting for you in the palm of your hand. But despite all of the changes, one thing should remain true: news should always drive awareness about issues important to all citizens, helping us make smarter, more well-informed decisions.

--Maureen O’Connell, Senior Account Supervisor

Tags: research media mediarelations trend

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May 23, 2011 at 1:57 PM by Cone Communications

It’s already been an interesting year in the food and nutrition space. It’s less than halfway through, but food makers and food marketers are awaiting the fall-out from monumental changes in policy, industry, consumer behavior and research.

The year began with the unveiling of the 2010 Dietary Guidelines, which provide a solid foundation upon which all Americans should base their diets. Although the obesity epidemic has been front and center in the media for several years, these much anticipated Dietary Guidelines mark the first time that emphasis is actually placed on eating less. Two key concepts are the cornerstone of the guidelines: maintain calorie balance over time to achieve and sustain a healthy weight and focus on consuming nutrient-dense foods and beverages. By encouraging Americans to “enjoy your food, but eat less,” the government has changed the paradigm.

 

At the end of April, an Interagency Working Group made up of representatives from the FTC, FDA, USDA and the CDC released new suggested guidelines on how the food industry can market products to children. The new proposal (which is suggested to strengthen existing voluntary guidelines established in 2005) calls on the food industry to improve the nutritional quality of foods it markets directly to kids ages 2 to 17 years old. Although the proposed changes are currently under review, and even if implemented would remain voluntary, it will be interesting to see how the industry responds – and even more interesting to see if there is an ultimate impact on the health of children in the U.S.

Of course the food industry, itself, continues to evolve. New trends this year include revising sodium levels (to meet recommendations laid out in the Dietary Guidelines) and home cooking, which remains a trend as the economic environment, combined with a focus on natural, local and whole ingredients, continues. There is also an increased focus on functional foods - especially foods that provide function naturally. If you haven’t already, there’s no doubt you’ll soon see these trends heavily leveraged in ad campaigns and on-pack messaging.

Time will tell what, if any, impact shifts in advertising and marketing to children might have. And there is no doubt that everyone would do well to heed the advice laid out within the Dietary Guidelines; doing so would create a healthier nation, one individual at a time. The solution, however, must ultimately come from everyone in our food system. From restaurants and schools to farmers and grocery stores to food producers and marketers – and consumers themselves - everyone must work together to bring about change. Only with full collaboration will the nation ultimately become healthier…and slimmer.

--Peggy O’Shea-Kochenbach, Vice President

Tags: food economy trend marketing youth health nutrition

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April 20, 2011 at 3:33 PM by Cone Communications

When I finally found the time to order “The Social Network” on demand, what struck me most about Facebook mastermind Mark Zuckerberg was both his portrayed arrogance and his genius. But in spite of his undeniable intelligence, I don’t think he could ever have imagined how invaluable his creation would become to marketers.

Facebook is an increasingly important tool we use on a daily basis to connect and engage with consumers. I think it’s reasonable to say you’re way behind the eight ball if Facebook isn’t a consideration in your marketing strategy. But, just having a presence isn’t enough; in fact, recent research has clearly shown that all content is not created equal.

 

Consider the following when engaging with “fans” on your brand’s Facebook page:

• Your page is important to your consumer. Our 2010 Consumer New Media Study found traditional online tools, such as websites and email, lead the way, but social networks are the next most common channels Americans use to interact with companies and brands online.
• Timing is everything. Consumers are more likely to read your posts after work (good news for their employers). According to Buddy Media, companies that post content on their Facebook pages outside normal business hours see engagement rates that are 20 percent higher than average – Thursdays and Fridays see especially high traffic.
• Keep it brief. If the wild success of Twitter tells us anything, it’s that people like short and sweet, and the same is true for Facebook. The Buddy Media study also found posts with 80 characters or fewer have a 27 percent higher engagement rate.
• Some things in life are free…and everyone loves free stuff! According to our Cone study, incentives, such as free products or services, coupons, etc., are the biggest reason (77%) consumers choose to engage with brands via social media. Other things consumers are looking for include problem solving (e.g., customer service), the ability to provide feedback, and of course, entertainment.

When I started my first blog years back the best advice I was given was to keep it fresh, dynamic and interesting for my readers (albeit there were not many). The same practices can be applied to a Facebook page. As a marketer, I’ve learned the importance of posting often and with purpose. Facebook allows us to consistently engage with people that really care about a product, service or company, so we should use this unmatched tool to provide information that is meaningful, timely and relevant to our consumers and not just post for the sake of posting.

 

Simply put, since you took the time to “like” me, I want to make it worth your while.

--Lindsay Harrington, Account Supervisor, @LindsHar15

Tags: Facebook cone bestpractices socialmedia research

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April 15, 2011 at 2:22 PM by Cone Communications

Tiger Woods may have been the golfer to watch during last week’s Masters Tournament, but I was actually following newsmakers Ian Poulter and Graeme McDowell. They both made headlines recently for getting into “culture clashes” with the somewhat stodgy executives at Augusta National Club, which hosts the annual golf tournament. Despite the private, all male club’s efforts to reach a more youthful golf audience – creating a video game and even a new Masters app for the iPhone – it was not ready to accept the culture of its own youthful golfing generation.

Back in March when Poulter and McDowell tweeted pictures and video from the grounds during prep, they generated a response from Augusta National spokesperson Steve Ethun, asking players to refrain from using their cell phones on the property. With almost 90 percent of new media users interacting with companies or brands via new media sites and tools, there is no denying the power of social media – even during your golf game. And this begs the question, how do luxury brands, who have largely defined themselves through their “exclusivity,” attract and engage with new, social media-savvy consumers – who are increasingly demanding transparency and two-way conversation – while staying true to their brands’ values and loyal consumers?

 

Luxury fashion brand Gucci is one successful example. With more than 4 million Facebook fans and 62,000 Twitter followers, the brand uses social media to debut collections and engage with consumers around fashion trends all in the hopes of sparking a purchase. According to a 2010 study from market research firm Chadwick Martin Bailey and iModerate Research Technologies, Gucci is on the right track. Fifty-one percent of survey respondents said they were more likely to buy from a brand after following them on Facebook and an even greater 67 percent said they were more likely to buy after following on Twitter.

On the other hand, the consequences can be harsh for brands who fail to heed the tide of connected consumers. Well-known and respected luxury food brand Harry & David recently filed for Chapter 11 Bankruptcy and is only now attempting to play catch up with the social media crowd. Targeting eco-conscious supporters of local agriculture, the brand will soon launch a camera capturing the life of its staple pears as they ripen. But, only time will tell if Harry & David can work its way out of financial ruin by appealing to consumers via social media.

As for Augusta National and the Masters Tournament, with sub-par TV ratings this year, we’ll have to wait and see how the brands decide to engage with the young, trendy, social media-savvy consumer next spring. Maybe then they can strike the right balance between exclusivity and authentic consumer engagement.

--Kimberly Litchfield, Account Supervisor

Tags: research branding youth socialmedia

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April 4, 2011 at 11:13 AM by Cone Communications

In another sign of the digital times, a recent survey* finds Americans spend 14 percent of their total video-viewing time online – averaging 42 minutes per day. Although consumers may be embracing new entertainment channels, this shift in viewing habits turns out to be another thorn in advertisers’ sides. Thanks to Internet-connected televisions, tablet computers, smartphones and DVRs, it’s suddenly much easier to escape brand advertisements. As a result, companies are looking for new ways to reach today’s sophisticated and technologically savvy consumers with their messages.

With all of the media clutter out there, consumers want more control over what, where and when they are marketed to, which has paved a shiny, new path for branded entertainment – a fusion of advertising, entertainment and marketing. This marketing buzz word, which has become ever-so-popular on the web, is a cheaper and more diversified way of reaching consumers (some say, even more effective) than the traditional 30-second TV spot, and companies are racing to jump onboard.

 

The expense of TV broadcast, combined with consumers spending more and more time online, makes branded entertainment an attractive option for marketers. According to a report from PQ Media, branded entertainment marketing is quickly becoming a staple for marketers and is expected to be a $38 billion industry by 2014 – growing at 9.2 percent annually.

The web has emerged as the biggest platform for this type of content, which allows consumers to “opt in” to brand messaging and allows brands to extensively track and monitor engagement. Mattel’s successful series “Genuine Ken: The Search for the Great American Boyfriend” aired on Hulu, which reported each new episode was one of its highest rated videos.

Branded entertainment can come to life in many ways: as a vehicle to launch a new product like Ford’s Rally America, which helped showcase the automaker’s newest line of vehicles; as an opportunity to bring back relevance to a mature brand like Mattel’s iconic Barbie franchise; or as a way to reach new consumers, as with the case of Denny’s ”Always Open,”’ an effort to appeal to a younger group of consumers and to lose its “old fashioned” diner reputation.

As brands explore this new world of branded web entertainment, it’s important to keep a few things in mind:

• Be Authentic: Branded entertainment shouldn’t come off as product placement. Consumers will know the difference (think “American Idol” and Coca-Cola). Make sure the opportunity is authentic to the brand and that there is a high level of transparency with consumers. The best way to do this is by being part of the overall storyline and showcasing brands as they would appear in the real world.
• Go Social: Social media are an integral part of branded entertainment – not an afterthought. Branded entertainment is one of the best opportunities to really engage consumers and keep them coming back for more. Ask consumers to vote on a webisode finale, give them incentives for “checking in” to view content or offer exclusive content for paying attention. The options are endless.
• Inform/Educate: Use this as an opportunity to communicate something new about the brand that consumers didn’t already know or reinforce brand positioning. Remember your target consumer is choosing to engage with the brand, so make it memorable.
  

-- Jodi Housman, Account Supervisor, @JodiHousman

 

* Source: Forrester Research, Online Video On TV Leads To Cord-Cutting By 2012 (March 2011)

Tags: branding marketing advertising campaigns trend bestpractices socialmedia

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March 22, 2011 at 3:16 PM by Cone Communications

“Move fast and break things.”

This is much more than a mantra at Facebook. In fact, the social network seems to introduce changes before it has even finalized its previous modifications. Although Facebook is getting better at letting users decide if they want to accept updates and is generally more cognizant of how those updates can affect users’ privacy, the largest network on the planet doesn’t show any signs of slowing down.

On cue, the latest change comes to Facebook Fan Pages. And with so many brands using their Fan Pages as hubs for online marketing efforts, this update can have serious implications. Below is a look at what brand marketers can expect:

 

Tabs No More: Confusion Abounds
Those clunky, browser-esque tabs from Facebook Pages have disappeared, replaced by a slicker side navigation that is much more subtle. Taking advantage of the new-found space, Facebook uses the top of the page to feature recently posted pictures. Creative brands took advantage of this quickly, but marketers need to be aware that the new user interface may cause some confusion.

Use Facebook as Your Fan Page: Improve Engagement
In addition to the visual facelift, Facebook tweaked its functionality to provide a very interesting tool for community managers and brand marketers. Page admins can now switch back and forth from their personal profiles to that of their Pages’. This means admins can use Facebook as their brand page. When logged in as a Page, users won’t have all of Facebook’s functionality – they can only engage with other Fan Pages – but the update is a great tool as it allows for easier monitoring. No longer do community managers need to “hover” around their pages waiting for activity before engaging with consumers. With the new rollout, admins receive a Facebook notification and an email notification of any activity, including wall posts, comments and shared photos. For some, this is going to mean a huge improvement in speed of response and a perception of deeper community involvement. For others, it’s going to mean a flooded inbox, particularly if you manage multiple pages with vibrant communities. Luckily, each admin can modify his or her email preferences both at the individual Page level and globally.

 

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Tags: marketing socialmedia trend Facebook

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March 16, 2011 at 2:27 PM by Cone Communications

Ah, March. When I think March, I think basketball. And when I think basketball, my mind inevitably wanders to our hometown team, the Boston Celtics. Don’t get me wrong. I’m all about brackets and the Big Dance, but my TV-watching loyalties fall with Tommy Heinsohn and my boys the C’s, the Celts. And so in celebration of March and basketball, there’s been something I’ve wanted to discuss for a long while – Rajon Rondo and his headband.

 

For those of you not in the loop, Rondo is the Celtics’ All-Star point guard. And up until about four months ago, Rondo wore a headband bearing the NBA logo. But, he wore it upside down. Then, toward the end of October, the headband came off.

 

Why? The NBA instituted a rule banning players from wearing upside-down headbands.
Although others were talking about how petty or stupid the NBA was, as a brand marketing professional, I can appreciate the league’s response. An upside-down logo is not in line with the NBA brand. Sure, there was no distortion of the logo or its colors, but I’m willing to bet somewhere in a dark corner at NBA headquarters there’s an asset guide telling everyone willing to listen that the NBA logo should never be represented upside down.

 

As marketers, the words “asset guide,” “key messages” and even “pantone color” have significant meaning. We realize what may seem silly or petty to others is really what defines a brand, makes it stand out, makes it its own. And each day, we work as first defenders of these brands when speaking with the media, drafting Q&As, planning event décor or message training clients. We cringe when messages are misrepresented and cheer when a spokesperson nails it home (especially if he or she is wearing the logo or holding the product at the same time).

Yet, the age-old question still stands. Is there a line? Is it better for a player to wear a logo upside down, and get the logo out there, than not wear it at all? Is awareness enough? Does it always have to be perfect? The opposite schools of thought on this subject are – and will always be – at odds. It’s as divided as the fans at a Celtics vs. Lakers game.

In the court of public opinion, the jury is still out. But in the end, we do the best we can to ensure the brands we work with are represented in the best possible way and that the messages we take so much time to craft are executed flawlessly. We stand by those guidelines, even if we do miss Rondo’s signature headband.

And personally, I don’t think that’s going to stop us from getting banner #18. Knock on wood.

--Jessica Hesselschwerdt, Account Supervisor

Tags: marketing branding logos

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February 18, 2011 at 10:50 AM by Cone Communications

Leveraging a celebrity’s name and likeness to help promote a brand, new product launch or cause campaign continues to be a popular marketing trend. But, as USA Today pointed out, social media are giving smaller companies the opportunity to play in the “celebrity endorsement” arena, for smaller costs, while still reaching a vast audience of potential customers.

 

 

One such company is Purina ONE (client), which recently launched beyOnd, a new all-natural dog and cat food. To help generate awareness for the brand and the documentaries it ran to raise money for animal shelters, the brand partnered with animal-lover and active social media participant, Audrina Patridge. She leveraged her Twitter and Facebook followings by posting messages about the documentaries and new products. Not only did this reach her 1.36 million fans, but other celebrities re-tweeted the message, reaching even more potential consumers.

 

Another example of successfully using celebrities in social media is through virtual press conferences or events. Many smaller brands are taking what could have been an expensive, live event and hosting it from a studio, virtually. This way, consumers can interact with the host, who is often a celebrity, expert or panel of both, even if they aren’t in the same room. During these virtual events, consumers and media can interact with the hosts in real time, which often results in social media chatter.

 

For all companies, big or small, celebrities continue to help brands tell their stories, and if the celebrity is a natural and organic fit for the brand, the results can be priceless.

 

--Jennifer Newberg, Senior Account Supervisor


Tags: clients celebrity bestpractices socialmedia event

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February 11, 2011 at 8:45 AM by Cone Communications

Some lawyers have a beef with Taco Bell’s beef…and – here’s a surprise – the fast food chain has thanked them for causing trouble.

A class-action suit filed by Montgomery, Ala., law firm Beasley Allen accuses the fast-food giant of false advertising, claiming several of its products are made with “seasoned ground beef” that doesn’t meet the USDA definition of meat. According to the suit, which the Los Angeles Times made public on January 24, Taco Bell’s “taco meat filling” only contains 35 percent meat – that’s less than the 40 percent the USDA requires – with the other 65 percent composed of spices, extenders, water and other add-ins in far greater amount than the USDA allows for ground beef.

 

 

Taco Bell’s Response

Rather than shy away from further controversy, Taco Bell went on offense, arguing its beef is better than plain ground beef, which it thinks tastes too boring to be served by a company committed to “thinking outside the bun.” Taco Bell insists its seasoned ground beef consists of 88 percent meat and 12 percent “not-so-secret recipe” – which it provides to consumers.

On January 25, the company took the first of several steps to communicate this message to its consumers. Taco Bell’s Twitter account pushed out a statement from Taco Bell President and Chief Concept Officer Greg Creed, explaining the “facts” presented in the lawsuit were “absolutely wrong.” The same went for Taco Bell’s Facebook page, and the online statement to which consumers were directed was updated with additional details on January 26. The company also announced it would place full-page ads “to share the truth about our seasoned beef” in national publications, including The Wall Street Journal, The New York Times and USA Today, as well as execute an outreach campaign to target its Hispanic consumers. The consumer outreach concluded on January 27 when Greg Creed posted a message on Taco Bell’s YouTube channel offering his side of the story.

Why the Response Worked

• Taco Bell utilized a psychologically effective message – “Thank you for suing us” – to counteract the allegations.
• Rather than defending its products from allegations, Taco Bell’s messaging went on the offensive by insisting its seasoned ground beef is actually better than plain ground beef. The company also promised to take legal action against those making false claims against the seasoned beef. This strategy transformed a perceived crisis into an opportunity.
• Taco Bell responded quickly. The company’s point-of-view was included in the Los Angeles Times’ initial report and became increasingly present as details of the controversy developed.
• Taco Bell’s messaging was consistent across platforms – including traditional media, Twitter, Facebook and YouTube.
• And finally, Taco Bell responded creatively and in good humor.

Close, But No Chalupa

Taco Bell fell short in one aspect of its response campaign: effective use of social media to engage its consumer audience. Although the company responded via its Twitter and Facebook channels only one day after news broke, the response did not resonate with social media audiences; following news of the lawsuit, social media posts regarding Taco Bell’s beef spiked to more than 16,000, but following the launch of the ad campaign response, posts only reached about 6,000. This most likely is a result of social media’s inherent nature, concerned more with providing a shock-factor than setting the record straight. By the time Taco Bell responded to its followers, the story was no longer relevant. Although its message could have remained the same, the company needed a flashier response – by social media standards – for the Twittersphere to once again cry, “Yo Quiero Taco Bell!”

--Emilee Ellison, Assistant Account Executive

Tags: strategy food bestpractices socialmedia crisis

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February 1, 2011 at 3:19 PM by Cone Communications

In-person editor meetings and press events have always been an integral tool for introducing media to our clients’ new products and campaigns; however, shrinking editorial staffs, busier schedules and tighter program budgets challenge us as marketers to consider new and more efficient ways of presenting information to the media.

We know the average American spent 32 hours a month online last year, so it only makes sense to interact with media through the same channel. More and more, brands are taking the traditional editor meeting out of the hotel boardroom and onto a live-streaming webcast, hosting virtual press conferences. This format can effectively communicate your client’s key product and campaign messages and offer a number of other benefits.

 

Avoid travel and scheduling issues
While New York and Los Angeles will always be central locations for media, more and more, editorial staffs are made up of freelancers and contributors who live all across the country. Gathering your contacts in one place may prove more costly and time-consuming than you may have anticipated. Hosting an online event removes this barrier and can also attract attendees who would otherwise not be able to attend due to personal or professional conflicts. Writers and editors who may be on the road for business or away for a family trip are more likely to log on to a webcast for an hour in the middle of their busy travel schedules – especially if your product launch doesn’t always fall in a “convenient” time of the year.

Widen your reach
Most brands are eager to reach beyond traditional media and engage with bloggers and social media influencers. A webcast is a great way to present your client’s information to this audience through a medium they are most comfortable with and allows your brand to interact with hundreds of contacts at one time. This may also result in instant coverage for your clients, with attendees posting about your client’s product attributes or campaign details directly after – or during – the virtual event.

Offer more content
The options for providing content through this platform are endless. Encourage social media chatter through a live Twitter feed, deliver digital assets like photos and videos or engage in real-time Q&As with attendees from across the country. You can even provide media who were unable to attend with an archived version of the press event broadcast – something that media who attended could benefit from, as well, by having the option to revisit the information on their own time.

--Emilie Valle, Account Supervisor

Tags: blogging media event newmedia bestpractices mediarelations

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January 7, 2011 at 2:23 PM by Cone Communications

New year, new logo. That seems to be the thinking at Starbucks, as the coffee chain, this week, unveiled a more laconic logo. With the Gap debacle fresh in our minds, we asked our employees to voice their varied opinions on the new look.

 

“I thought they did a nice job letting their loyal customers/card holders get a sneak peak with an email that went out yesterday, including a message from Howard Schultz. There was a link to a website with a video and images of what the new logo would be.”

“I like the logo. It reminds me of what Target and Nike both did at some point in their brand evolution; they removed the brand name from the logo and just left the visual component.”

“I like the new logo – it shows its evolution, but maintains its roots/heritage, unlike what Gap attempted to do and ultimately failed at.”

“I get the need to move their logo beyond coffee, but I think the redesigned logo misses the mark and strays too far to retain its status as an iconic image.”

“All I can think of is how many millions of dollars it takes to remove the company name and the word ‘coffee’ from a logo and turn it Starbucks green? How many focus groups were there? How many hours did it take? There is really nothing new about it. Just another layer of deconstruction of something that already exists, which is basically the evolutionary path of almost every other major brand's logo from McDonald’s to Nike over the past century.”

“For me (focus group of one) it was not the [siren] that made the Starbucks logo recognizable - it was more the Starbucks typeface that I associated with. I don't think I am alone on that either. Thus, I think its decision to focus on the [siren] misses the mark of where its brand equity lies.”

“What about Seattle's Best's bold logo change in May 2010, which absolutely impacted Starbucks, and likely encouraged more brand change? I think Seattle's Best's logo was the bigger miss between the two companies – at least Starbucks' logo is still recognizable – while I appreciate the ‘fueling up’ humor to coffee and gasoline, I think its [Seattle’s Best] new logo teeters too much on the literal side.”

“I tend to think Starbucks should have considered the mantra, ‘If it ain't broke, don't fix it.’ Then again, the University of Oregon football team has essentially built its brand image on inconsistency, of all things. The Ducks are known for constantly changing uniforms, rarely sporting the same design/color on consecutive Saturdays - and, it seems to be working for this brand.”

“It's not a big enough change to turn me off, but it makes me scratch my head.”

“I find it ironic that Starbucks associates the new logo with extending a ‘siren's call,’ when the purpose of the sirens was to draw sailors to their doom!”

“I am not a big fan of changing logos for the sake of change. I think it is almost always a vain exercise of little importance. I never even noticed or thought about what was inside the circle, so to me Starbucks was a green and black circle. However, I don't hate this and I do see how the iconic image without words gives a brand much more flexibility and global play, so I can accept it.”


These previous comments reflect the opinions of individuals and are not necessarily representative of Cone’s point of view.

Tags: logos marketing food branding strategy

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November 24, 2010 at 11:15 AM by Cone Communications

Let’s talk ethics. Why? Because in today’s world, we need to keep this conversation alive as much as possible. And because considering ethics is like exercising a muscle – if you don’t do it every so often, your ability atrophies.

 

The recent Federal Communications Commission (FCC) investigation of “fake” news has certainly pushed the discussion of ethics, or lack thereof in some cases, back into the headlines. Questions from the U.S. Government in 2005 about the authenticity of video news releases spurred new allegations and legislation for the PR industry. For quite some time, federal guidelines have required sponsored segments or “pay-to-play” stories be disclosed by broadcasters; however, the Policy Council for the Free Press says they are not being enforced.

 

 

Even the Better Business Bureau, which aims to build trust, maintain a positive track record and advertise honestly, is under investigation for allegedly awarding "A+" ratings to businesses that paid an accreditation fee and "F" grades to those opting not to join the organization. These ratings, often promoted by organizations and their PR teams to build credibility and trust among consumers, can be a key decision-making resource for consumers looking for the right business to patronize.

 

Adding another layer of complexity to the discussion is the explosive growth of social media. This consumer-generated “24/7 media” did not start with rules – people made them up as they blogged, posted and tagged online. And, the FCC is still trying to keep up and enforce disclosure rules to prevent such tactics as astroturfing.

 

These recent developments are prompting more colleges and organizations to offer classes in PR and business ethics, host ethics hotlines and hold transparent discussions to explore the decision-making process. Indiana State University hosted a discussion for students with a fictitious scenario regarding investor relations. And at Cone, we host our own seminars and orientation sessions in communications ethics to help employees explore a variety of situations and the guidelines that can assist in making the appropriate ethical decisions.

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Tags: Trust PR cone credibility bestpractices

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September 17, 2010 at 2:54 PM by Cone Communications

“We've learned something since starting Twitter – life doesn't

always fit into 140 characters or less.”

No, Twitter CEO Evan Williams isn’t upping the character limit on his microblogging platform. But, he is rolling out a new site design. Last Monday, the #newtwitter became available for select accounts and is slowly making its way to the entire network.

Previous upgrades, which allowed more information to be available in tweets through annotations, provided the impetus for the recent Twitter transformation. The redesign takes advantage of the changes, allowing users to see a deeper set of information through a new two-column format right inside the web interface. The additional content and information will increase the creative options for publishers and share more information about them.

 

 

This is the logical next step for Twitter. In essence, it took the best of what was previously hosted on third-party sites and combined it with fresh features to create a slick new layer. The move lessens the platform’s dependence on outside vendors like Twitpic or Twitvid, stemming the flow of users away from the site and upping the adoption of its new features, such as “recommended to follow” or geo-location capabilities.

The new Twitter features:

• New design: The site has a cleaner timeline and a rich details pane that instantly adds more impact to individual Tweets, while maintaining the simplicity of the timeline. A new infinite scroll eliminates the need to click “more” to view additional Tweets.
• Media: You can see embedded photos and videos directly on Twitter, thanks to partnerships with DailyBooth, deviantART, Etsy, Flickr, Justin.TV, Kickstarter, Kiva, Photozou, Plixi, Twitgoo, TwitPic, TwitVid, USTREAM, Vimeo, yfrog and YouTube.
• Related content: Clicking on a Tweet displays a details pane that shows additional information related to the author or subject. Depending on the Tweet’s content, you may see replies, other Tweets by that user, a map of where a geo-tagged Tweet was sent from and more.
• Mini profiles: Mini profiles allow you to see user info without navigating away from the page, which provides quick access to account information, including bios and recent Tweets.
  

The redesign will create a more holistic experience and may even wean users off third-party applications like Tweetdeck and Hootsuite. Results remains to be seen, but the new twitter is an evolution from novelty site to comprehensive media platform.

--@marcus_andrews, New Media Associate

Tags: partnership socialmedia

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September 3, 2010 at 10:00 AM by Cone Communications

Confidence in traditional media in the U.S. is down, if the results of a recent Gallup poll are to be believed. Americans continue to express near record-low confidence in newspapers and television news – with no more than 25 percent of Americans saying they have a "great deal" or "quite a lot" of confidence in either.

This is a highly compelling – and frankly, somewhat dire – reminder that to create provocative, influential and successful PR programs for our clients, we have to be sure to include many different channels of engagement to get our messages to our intended audience.

 

 

We all understand the power of social media, with massive numbers of people engaging in networks from Facebook and Twitter, to Groupon, Foursquare and countless others. Building programs that can live within these networks is critical for a brand’s success and offer marketers the opportunity to get straight to the intended consumer, bypassing the need to engage traditional media to tell our story for us.

Similarly, event and experiential marketing activity is a great way to bring the brand directly to the consumer. Think about the lines of people eagerly awaiting a scoop of free Ben and Jerry’s (client) ice cream on Free Cone Day or the rush to grab free samples of 100-calorie snack packs after exiting the morning subway train.

But, we can’t ignore traditional media outlets, altogether – lest we drive those confidence numbers even lower. We all know a well-placed article in The New York Times or Huffington Post reaches millions, and the third-party credibility of a well-respected editor telling our story doesn’t hurt, either. Yet, this is exactly what makes Gallup’s recent revelations so troubling. How should this change our approach to media relations?

It comes down to doing our jobs better. We have to help editors tell our story in the most transparent, clear and honest manner we can. This means challenging our clients to give us more than marketing group-approved key messages and really getting into the meat of what makes our brands work, so that we can be fair, balanced and truthful brand advocates. It also means doing our own due diligence in following competitive brands so we can present our editors with a 360° view of our story. It means more work for us, a better pitch for our editors and a better story for their readers.

Can PR pros impact the shift of people’s confidence in traditional news media? I think we can. As brand consultants and strategists, we are in a unique position to help our clients tell better stories. And this is through accuracy, fairness and taking a few risks. I challenge us all to think about the consumer next time we write a pitch. We can impact the quality of what is reported, and we owe it to our clients, and ourselves, to do so.

--Lisen Syp, Senior Account Supervisor

Tags: clients research media socialmedia mediarelations

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August 20, 2010 at 11:32 AM by Cone Communications

Media relations is a powerful communications vehicle. Through reporting, journalists can help improve lives, expose corruption, create laughter and deliver breaking news. I enjoy working with journalists on stories that educate and engage consumers about our clients’ latest endeavors. But lately, I’ve been in the uncomfortable position of educating media about their inaccurate reporting of açaí (ah-sigh-ee).

 

The dark purple berry, harvested in the Amazon, has been the subject of weight-loss scams, lawsuits, inaccurate environmental sustainability claims and false health reports. Media and consumers seem fascinated and perhaps overwhelmed by information about açaí. Type the word açaí into Google and an infinite number of links will appear. Yet, many journalists and consumers remain unclear about its real benefits. Why?

• The U.S. doesn’t have labeling standards for açaí. Many companies do not disclose how much açaí vs. other fruit make up their product blends.
• Even if a product label reads “açaí juice” in big bold letters or is listed as the first ingredient in the nutrition panel, it does not mean açaí juice is the main ingredient or that the juice has not been filtered or watered down with the pulp removed (which contains many of the nutrients).
  

This confusion will begin to clear when Sambazon (client), the global leader in açaí, launches a new consumer awareness campaign: Real Deal Açaí.The campaign will expose the lack of transparency in labeling açaí products, urging consumers to learn about types and amounts of açaí in products and asking companies to be transparent about what their products actually contain. The campaign will include an informational hang tag, a webpage and a nutrition spokesperson.

 

If you find yourself having to educate media about your clients’ products or services, it might be a good idea to follow Sambazon’s example and create an awareness campaign. If media don’t understand your product, chances are your consumer audience probably won’t either.

--Maureen O’Connell, Senior Account Supervisor

Tags: food health clients campaigns mediarelations

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August 6, 2010 at 11:12 AM by Cone Communications

“Generation Z,” or children born between the years of 1994 and 2004, have likely never known life without the Internet, cell phones or YouTube. That makes them the most digitally connected generation ever. Although children aren’t permitted to register for an account on social networking sites such as Twitter, Youtube and Facebook until the age of 13, that’s not stopping them from embracing the digital age.

 

Social Media
Teens ages 13-17 make up 10 percent of total Facebook users, but let’s not discount those younger than 13 who are using social networking sites. Togetherville, also known as “Facebook for kids,” allows children 10 years and younger to play games, acquire virtual gifts and watch YouTube videos with their friends. The site requires parents to sign up their kids and even allows them to monitor their children’s use in real-time. A separate social network called Scuttlepad, or “Twitter for kids,” asserts that it lets children “tell your friends what you're doing (...just like the older kids do!).”

Brands seem to be taking notice of Generation Z’s online interests. Mattel recently launched the Barbie Video Girl, a toy that makes it easy for girls to create and edit their own video and post it on YouTube. They’re also asking consumers to follow them on Foursquare and Twitter as Barbie travels the US for a chance to win a Video Girl doll. Other YouTube channels, such as Sesame Street and Fred, have racked up thousands of views and prove that even pre-schoolers are familiar with social media.

Gaming & Web
Children are spending about 17 minutes per day playing online games – that includes even the tiniest of tykes. To meet the growing demand, toy company Fischer-Price offers a collection of educational games for infants, toddlers and pre-schoolers, while PBS’s Sid the Science Kid game teaches children all about antibodies, weather and vocabulary.

Going Mobile
In 2009, the average child was given his own cell phone at 9.7 years old; that’s actually down from 10.1 years in 2008. Children are spending this time sending thousands of text messages a month, playing pre-installed games, taking pictures and listening to music. And although Leapfrog’s “baby Blackberry” isn’t actually a phone, it certainly teaches tiny tots how to type on a Qwerty keyboard at a surprisingly young age.

Parents are Adapting, Too
It seems that parents are becoming more and more comfortable with their children being active in the digital space and are especially comfortable with it being used as an educational tool. In fact, according to the Kaiser Family Foundation, only three-in-10 children have restrictions on media use, and Retrevo.com reports that 31 percent of parents think children under nine are ready to own their first computer.

At this point, it seems there’s no turning back for Generation Z. Whether kids are addicted or just more social, it’s clear that they’re spending more and more time consuming digital media.

-- Christa Keizer, New Media Intern

Tags: teens research tweens newmedia youth socialmedia mobile

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June 25, 2010 at 1:31 PM by Cone Communications

How can a brand stay alive, remain relevant and engage with its consumers? Those are the key questions for any mature brand. Not to be a “Debbie downer,” but 24/7 Wall St. regularly compiles a report of brands that are likely to disappear in the near future. The most recent list includes:

• Blockbuster
• BP
• Dollar Thrifty
• Kia Motors Corp.
• Merrill Lynch
• Moody’s
• RadioShack
• Reader’s Digest

Blockbuster is a perfect example of a company that is taking a hard look at its business model and trying to find ways to adapt. Gone are the days when friends or families made a trip to the movie store to walk through the aisles and pick out what they were going to watch. With the influx of services from On Demand, Netflix and Redbox, movies and entertainment are more readily available to consumers in extremely convenient places, and they are often much less expensive.

 

Another brand attempting to resurrect itself is Gourmet. After shuttering the print version in the fall of 2009, Condé Nast just announced the former magazine will rebrand itself as an iPad application called Gourmet Live. The free app is set to launch in the fourth quarter and will include new content along with some archival content from the magazine.

Executives clearly found value in the Gourmet brand and wanted to try and capitalize on it using a new medium. It is unfortunate, in my humble opinion, the rebranding was not announced in conjunction with the end of the print publication. It would have helped bring some positive news to the end of an era. Condé Nast’s hope is to create a new way to engage with consumers and not rehash the magazine online.

Making it onto the infamous you-will-disappear list is not always a brand’s fault. Some things are unavoidable and unexpected – like a down economy. However, the unpredictable nature of market conditions does reinforce the importance of being able to adapt and change with the times and the consumer. It’s not good enough to rest on your laurels and assume you will make it out on top. Brands needs to continue to communicate with consumers and innovate.

-- Jessica Lappen, Account Supervisor

Tags: economy branding planning

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June 18, 2010 at 10:55 AM by Cone Communications

When brands look to enhance and extend the reach of their messages, they often turn to paid media tools. Whether for a product launch, company news, an event or a new campaign, audio news releases, radio or satellite media tours and b-roll distribution help PR professionals reach key target audiences. Although these tools are tried-and-true, over the years, they have evolved to include “new school” tools to account for the prevalence of online media:

 

• Blogger SMT: Similar to a traditional satellite media tour, this technique offers a spokesperson to bloggers during which an interview* is conducted live using a video conferencing technology such as Skype.
• Multi-Media News Release: This enhanced press release is a package* that combines a traditional release with photographs and video and is distributed to both on and offline media, in addition to video sharing websites.
• Online Videos: A more visual and creative way to tell a story, clients hope these videos* go “viral” and get picked up by online media nationwide.

But, by no means should old school techniques be considered obsolete. They can still be just as effective as newer options. It’s important to really understand who the target audience is and to look at all the tools offered to reach it in the most effective way.

--Jennifer Newberg, Senior Account Supervisor

*Cone client

Tags: PR newmedia blogs bestpractices mediarelations

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June 4, 2010 at 10:21 AM by Cone Communications

Recent changes to Facebook announced at the Facebook developers’ conference have been hot topics in new media marketing and pop culture. The largest issue affecting anyone with a Facebook page – that’s now more than 400 million people – is that of privacy. While this is a relevant issue, the platform’s social developments, the Open Graph, will have a more significant effect on how we all use the Internet.

 

The Open Graph connects the Internet in ways never conceived. Imagine visiting a website that can access your social profile and customize content based on your likes and interests, as well as those of your friends. These connections are powered by Facebook, and the platform will become the backbone of the social web. It’s what we like to call the Facebook-Powered Internet. Currently, the Open Graph connects Facebook to more than 30 partners, including CNN, ESPN, IMDB and Pandora; however, as the new developments gather momentum, more and more websites will connect with users and Facebook through Open Graph.

The Facebook-Powered Internet will be faster, safer, intuitive and much more social. Users will be able to “travel” with their Facebook profile information, while websites will be able to recognize information about the user to help serve up relevant content. That means no more logging in or setting up accounts for websites, both a speed and security bonus. Content will be easier to find: less searching through large sites to find the exact thing you need, fewer irrelevant news articles and fewer ads that don’t come close to targeting you.

But, not everyone is on board. Facebook is getting pushback from users who fear their privacy is at stake. Facebook bases its changes on what user activity on the Internet has already shown. People want to share their exact location on Foursquare and know what strangers are thinking on Twitter. Even the word “viral” has taken on a completely new meaning today to accommodate the mass sharing that is taking place online.

 

Marketers and communicators need to understand that the Facebook Open Graph will change how people use the Internet, very drastically and very quickly. Although it is impossible to know exactly how these changes will affect how people receive information, buy products and support causes, marketers should be fostering and growing Facebook Fan Pages to take full advantage of this development. For each “like” that your fan page receives, you make another connection in the Open Graph. These connections are the web that ties together the Facebook-Powered Internet.

As a marketer, are you in a position to take advantage of the Open Graph? What tactics are you using to grow and engage Facebook fans?

--Marcus Andrews, @Marcus_Andrews

Tags: marketing newmedia socialmedia trend

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May 27, 2010 at 1:25 PM by Cone Communications

When the average marriage only lasts eight years, Cone is lucky to celebrate 20 with a truly remarkable company. J. Barbour & Sons, Ltd., known worldwide for manufacturing fine British country outerwear, joined the Cone family of clients in 1990, and two decades later, the relationship is stronger than ever. This month, we surprised our client with a champagne toast. We shared many happy memories and best wishes for another 20 years together.

 

 

 

Tags: partnership clients cone

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May 7, 2010 at 2:08 PM by Cone Communications

Toyotas and aspirin and lettuce! Oh my! These days, everywhere you look something else is being recalled. What is a company in crisis to do?

 

First, take a deep breath. Second, be glad you have a crisis preparedness plan in place.

 

You do have one, don’t you? You should. Mid-calamity is not the time to start developing one. Take advantage of today’s peace and quiet to prepare for tomorrow’s potential disaster.

 

And, be sure to consider the following when developing your company’s plan:

• Act quickly and take responsibility to “contain” the crisis.
• Your organizations will be on trial during the early stages of a crisis. If you wait for every last fact before taking action, you will be convicted in the “court of public opinion.” 
• Ensure your actions are consistent with your mission and values, and don’t forget to show empathy for what has happened.
• Organizations in crisis too often focus their communications on the minutiae of the crisis, event timelines, etc. and forget to share feelings (regret, sadness) about what has happened to critical audiences as a result of the crisis.
• Review your organization’s history to find prior damaging occurrences (similar past events, active litigation, etc.) that could be dredged up or leveraged for greater impact during the current crisis.
• Agree on how you’re going to address questions about this history, the impact it has on the current event or what it may suggest (i.e., the company did not sufficiently address a past problem).
• Use the media – traditional and new media – as information resources and communication vehicles.
• Both media and online resources can help organizations reach critical audiences quickly with a message about the crisis or can help correct damaging misinformation before it has any significant impact.
• Make time for media and online monitoring as well as monitoring for feedback from audiences with which you are communicating.
• Listen to what’s being said about your organization’s response to and communications about the crisis – this information may prompt valuable adjustments to communications strategy and messaging.

--Jenn Sheehy Everett, Vice President

Tags: newmedia media crisis planning

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April 20, 2010 at 3:50 PM by Cone Communications

The Food Channel recently released its take on the Top Ten Foods of the Decade:

1. Sushi
2. Bacon
3. Cupcakes
4. Sliders
5. Gourmet burgers made with kobe or angus beef
6. Superfruits, such as acaí, pomegranate and blueberry
7. Oils, such as olive oils and truffle oils
8. Whole grains
9. Artisan foods, particularly in breads, cheeses and dark chocolates
10. Coffees and teas

 

While there may be agreement, or disagreement, with the actual foods named, it’s hard to dispute the fact that it is intriguing to look back over the past 10 years and see all we’ve gone through in the world of food and nutrition. The top foods were influenced by many factors, from the economy to industry to the environment and consumer education. In fact, The Food Channel also identified its own Top Ten Food Influences of the Decade – a list that may be even more interesting than the foods themselves:

1. Organic foods, along with Locavore and community supported agriculture
2. International cuisines
3. Food TV and Internet
4. Food safety
5. The economy and subsequent shift to home cooking
6. Fast casual restaurant concepts
7. Fair trade and artisan concepts in bread, chocolates, cheeses
8. Mobility/social media/Twitter notifications/underground dining
9. Mixology
10. Culinary education
    

Overall, it’s been an interesting – if not monumental – decade in the world of food. The proliferation of media and communication tools in combination with, or resulting in, the increasingly sophisticated American palates have been fascinating to live – and eat – through. As marketing professionals, it’s been exciting to see how food has influenced our society and the food industry. And as dietitians and nutritionists it’s been thrilling to see how food continues to become more entrenched in our lives and personal health. The intersection of this societal impact and greater attention to our health and well-being is hopefully something that will continue to grow and evolve and have a positive effect.

Some trends flagged to be tops for 2010 include increased simplicity, dining in, limiting salt, increasing whole grains, new beverages and carbon footprints. Certainly, all of these trends, and more, are things we must monitor when communicating with consumers and the industry. I’m also curious to see how many will simply be a fleeting fad and how many will stand the test of time and be on the “Top Ten” list of the next decade.

 

What foods or food influences would be on your top 10 list?

--Peggy O’Shea-Kochenbach, Vice President

Tags: marketing health wellness nutrition food trend

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April 12, 2010 at 1:22 PM by Cone Communications

As any 21^st century PR practitioner will tell you, social media communications has taken on a role of greater importance when developing a comprehensive communications plan for your organization. But remember, establishing a social media presence means opening yourself up to potential attacks, warranted or not, from consumers who want their voices to be heard. To prepare yourself for this eventuality, you must develop a sound social media strategy comprising a careful mix of fact finding, message creation and strategic communication.

 

The new reality of an always-online, hyper-connected world is that there has been a major shift in how we help companies communicate with consumers. Blogger engagement and Facebook and Twitter strategies are no longer “nice to haves.” They’re absolutes! Three years ago, our proactive efforts primarily involved developing comprehensive communications programs that helped clients demonstrate their business actions to a core group of loyal consumers. We were able to create focused programs and engagement tactics that could be shared with stakeholders and media by following a planned schedule. Although that process still underlies the foundation of any solid communications platform, today it is critical to supplement it with a strategic and deliberate social media communications plan with a broader consumer focus.

It is important to take your time when crafting your online and social media plan. The best communications plans are structured to be implemented in a moment’s notice. And when done poorly, they can seriously damage your reputation almost overnight. Years of solid thinking and reams of messaging can easily be overtaken by scrambled, reactive efforts - often against attacks waged by just a few individuals with limited knowledge on the topic they’re vilifying.

So, what to do, and what not to do? There are a few critical things that must happen, especially when dealing with a consumer crisis:

Do:

• Monitor, monitor, monitor. It’s not enough just to be there. You must know what’s happening in your social media space.
• Respond, respond, respond - and quickly. The vast majority of online attackers can be easily educated and quickly appeased, and in some cases, might even become surprising allies. Ignoring commentary is the quickest way to start a firestorm, and responding fast can literally stop it in its tracks.
• Have a few clear key messages to reference. Keep messages factual and as objective as possible. Engaging in an online attack is not the time to “market” to the attacker.
  

Don’t:

• Ignore the comments. You don’t have to respond to everything, but when you see an opportunity to set the record straight, do so, and fast.
• Respond with the same message over and over again. Online communication should be authentic and come from a personalized “voice.”
• Patronize or antagonize. Be polite and respectful, but remain strong and confident.
• Shut down your Facebook page or Twitter handle. That will move the conversation into forums you can’t easily control.
  

Online engagement is an exciting opportunity to have a person-to-person dialogue in real time. With a solid online and social media communications strategy in place, you will be prepared for anything that comes your way, and more often than not, will come out on top.

--Lisen Syp, Senior Account Supervisor

Tags: PR Twitter Facebook blogs strategy bestpractices socialmedia crisis

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March 16, 2010 at 1:58 PM by Cone Communications

Disclosure vs. Style
No one wants to be the one who is made an “example” by the FTC - bloggers, brands and agencies included. However, the gray areas left by the FTC disclosure guidelines have many nervous. The truth of the matter is that if you are a blogger, brand or agency, and you already maintain a high standard of transparency, you are most likely covered. That means that giant red disclosure image you have on your blog, or are requiring bloggers to use, is the worst kind of unnecessary.

 

Image credit: LouisGray.com

 

Each blogger, influencer or online media maker has his or her own style, and it would be a real travesty if he or she ever had to alter that style to adhere to a set of government guidelines. Disclosing the blogger-brand relationships within the prose of a blog post or the dialog of a podcast effectively safeguards all parties involved in the eyes of the FTC. It also allows online media makers to keep their style as well as maintain an honest and enjoyable relationship with their readers.

The Elephant in the Room

So what if you are limited to, let’s say, 140 characters when telling your readers about a post in which you review or discuss a product that was provided to you by a brand?

This very tough question really has no good answer yet. The best Twitter solution presented so far has been to add a hashtag to a status update. WOMMA has a suggested list of different tags to explain different relationships. They include:

• #spon (sponsored)
• #paid (paid)
• #samp (sample)

An alternative would be to use the tag (client). This tag is used to disclose a relationship between a brand/company and the person tweeting.

Where do you stand when it comes to style vs. disclosure? As a blogger, do you feel you have had to change your style in regard to the FTC guidelines? Is there a good solution when it comes to using Twitter? We’d like to hear from you.

 

--Marcus Andrews, @Marcus_Andrews

Tags: Twitter credibility bestpractices blogging

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February 26, 2010 at 9:25 AM by Cone Communications

It’s safe to say many of the media’s most influential editors and reporters are based in major markets like New York, Los Angeles or Chicago. And, while brands can be successful communicating with these reporters via phone and email, there is nothing quite like a face-to-face meeting between a brand representative and a reporter to foster a fruitful relationship.

 

Brands can take several approaches to these meetings:

• Deskside Tours – a brand representative travels to the offices of several media outlets over the course of a day. Reporters often find these convenient because they don’t need to leave their offices and may even feel more comfortable sharing their thoughts about what your brand is presenting. But remember, deskside tours can be time consuming for the brand representative who has to get from place to place.
• Editor Events - editors gather in one location to hear an announcement from a brand. This format allows your brand representatives to speak to a variety of people in one location, but limits the amount of one-on-one interaction. It’s valuable if there are a lot of products to share (that don’t travel well) or if there is a spokesperson who has limited availability.
• Lunch Meetings. Of course, there are always good old fashion lunch meetings, coffee and drinks. This is encouraged when brands want to foster a deep relationship with a reporter – maybe they are offering him or her an exclusive – or if the reporter is a new contact and the brand would like to build a more personal rapport.

When planning for these meetings, here are a few things to think about:

• What type of media are you trying to reach? If it’s high-level business media, a CEO or senior level executive should be a part of the meetings. If it’s a lifestyle editor, an industry expert could be valuable.
• Is the reporter in high demand? If so, you may need to get creative with your meetings or events. If you are launching a nail polish, try offering her a manicure at the editor event, or if it’s a fashion product, consider planning a fashion show.
• What do you need to be prepared? For face-to-face meetings, it’s important to have any available press materials, key messages points, background information on the reporter and his or her recent stories. It is also helpful to develop sample Q&A, anticipating any tough questions the reporter may have. If your spokesperson is new to media interviews, he or she may require media training.

While a lot of planning often goes into face-to-face meetings, brands often experience positive results and find, in the long run, they’re well worth the effort. I know I have!

--Jennifer Newberg, Account Supervisor

Tags: media bestpractices mediarelations event

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February 19, 2010 at 4:32 PM by Cone Communications

Customer service is more than just a 1-800 line or salesperson who helps you. As a marketer, I believe it is really about external brand communications and ultimately enhancing brand equity. Now more than ever, a small, isolated customer service incident can become a national PR disaster. For those companies who don’t make customer service a priority or handle situations the right way, it can cost them dearly.

 

It’s simple – failure to meet consumers’ expectations can damage brands. According to a recent study from Genesys, with research firm Greenfield Online and Datamonitor/Ovum analysts, U.S. companies lose an estimated $83 billion each year due to lost purchases and customers as a direct result of a poor experience. In fact, 71 percent of consumers have ended a relationship because of a poor customer service experience.

Consumers don’t want to feel like they are not being heard. These days, with the help of social media and other channels, consumers have a much bigger voice. This is something we saw with film director Kevin Smith and his recent Southwest Airlines flight experience. While Kevin has a slightly larger platform than most, he was still able to catapult his unpleasant flight experience to national news.

It is important for brands to set up the proper infrastructure to ensure communication is being trickled all the way down and to the right people. There is nothing worse than consumer-facing employees not being educated about programs or products that are heavily promoted through other disciplines (e.g., ads, POP, email newsletters). Some things to consider when developing a customer service strategy are:

• Ease of implementation
• Employee communications
• Pertinent information distribution across all appropriate channels
• Program-specific reactive responses
• Online conversation monitoring
• Direct-to-consumer communications, if appropriate

Brands should be willing to adapt to the times and be open to change. A plan that was well received for the last 25 years might still be outdated. At the end of the day, the ball is in the brands’ courts. If they choose to put emphasis on evaluating their customer service efforts, it may save them big in the end and win the hearts of consumers across the country.

-- Jessica Lappen, Account Supervisor

Tags: research bestpractices branding planning

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February 12, 2010 at 10:21 AM by Cone Communications

Many watch the Olympics to see humans triumph over the greatest odds to achieve their Olympic dreams. And with the ubiquitous presence of social media in our society, no doubt many will follow these triumphs on their favorite new media channels. Or will they? Before the 2010 Olympic Winter Games even begin, there has been a cloud of confusion settling over the competition. Although it is predicted that more than 200 million plan to watch the games over the 17 day period, it seems they won’t have such luck online.

 

It turns out many Olympic athletes are confused as to whether they can share their experiences on blogs, Twitter or other social media sites. According to the International Olympic Committee, “athletes and other accredited people must keep their posts confined to their personal experiences… Only those persons accredited as media may act as journalists, reporters or in any other media capacity.” Athletes are also banned from blogging about sponsors or advertisers who aren’t official Olympic partners.

Poor communication about the dos and don’ts of blogging, and fear of breaking IOC rules, have left most athletes simply abandoning their blogs and Twitter pages. As such, the Committee has come under fire from many fans wanting to gain a first-hand perspective from their favorite athletes. Lindsey Vonn, one of America’s best chances to score a gold medal, told 35,000 Twitter fans she sadly has to refrain from tweeting until after the Games.

If the Committee had better communicated its guidelines prior to the Games, millions of people would have the opportunity to engage in the experiences and emotions athletes go through during this most elite athletic competition. Without a doubt, it would have added another meaningful layer of understanding about the extent of human endurance. After all, aren’t the Games just as much for the audience as they are for the athletes?

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: Twitter blogs socialmedia

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January 22, 2010 at 11:41 AM by Cone Communications

Josh Bernoff, Forrester analyst and author of groundswell – winning in a world transformed by social technologies, is a leading force in helping survey and segment how people use the Internet. His research is an invaluable resource for marketers trying to understand social technology behavior. His Social Technographics “ladder” is a segmentation model of how adults online are using technology socially. In most cases a person falls into more than one group, groups include:

• Creators – Who actively create content for an audience.
• Conversationalists (New) – Who have quick exchanges back and forth through Twitter/Facebook updates.
• Critics – Who rate sites, comment on blogs and edit wikis.
• Collectors – Who use RSS feeds and add “tags” to pages or photos online.
• Joiners – Maintain a profile on social networking sites.
• Spectators – Consume content online but do not create.
• Inactives – None of the above

 

This week Bernoff released an updated version of the ladder specifically to address how Internet users are using Twitter – the microblogging site. Here is what Bernoff had to say,

“Well, it worked. Despite the rapid pace of technology adoption, the rungs on the ladder have shown steady growth, with some (like Joiners) growing faster than others (like Creators). We have analyzed data for 13 countries, for business buyers, and even for voters. My colleagues and I have done profiles for over a hundred clients, profiling Walmart shoppers, non-profit donors, and doctors. In all that time, only one thing has been bugging me: there was no place for Twitter. We fixed that today.”

The “fix” Bernoff is referring to, is a new rung called “Conversationalists” a group that 33% of adults online fall in. This Forrester’s ladder update is a big win for all who champion using online conversations to build relationships and trust. It illustrates the point that conversations among friends, families and between brands and consumers are shifting to the online space. With a third of all U.S. adults in this group it makes it hard for brands to ignore the status update phenomenon that is Twitter and Facebook.

How many of the rungs do you fall under? Is there one or two you would add?

-- Marcus Andrews, New Media Associate

Tags: research newmedia socialmedia

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January 4, 2010 at 12:14 PM by Cone Communications

Few stories over the past months have gotten as much attention as the Tiger Woods saga. And as marketing and public relations professionals, it is worth taking a look at the way this story has spiraled from a one-car fender bender to worldwide scandal that will be measured in the hundreds of millions of dollars.

This story, more than most in recent memory, has precipitated a flurry of opinions and advice from public relations professionals on how things “should” have been done as the scandal began to take shape. Some say it would have been best for him to speak publicly and put the rumors to rest – the David Letterman approach. Others argue his silence has been valuable. Still, some say the media are infringing on a hurting family’s privacy and should only be interested in Tiger Woods as a golfer, not as a family man. But for those of us whose business isn’t what is happening in Tiger’s personal life, it is worthwhile to look at the impact this scandal has on Tiger Woods the brand.

 

Image Credit: Examiner

Tiger Woods isn’t “just a golfer.” For many, he’s essentially the public face of golf. And he certainly is the public face of many companies who have paid millions to see Tiger don their watches, consume their products or speak to the superiority of a company, with the expectation that both deliver high standards and superior performance. His sponsorships may be based on his athleticism, but they go beyond that. And at this point, his personal brand has been turned upside down, and ultimately, the financial impact of this scandal is a real one. Some say what he does on his own time is his own business, but it is a hard argument to make when his actions could do financial harm to those that have invested hundreds of millions in his image.

As sponsors continue to “evaluate” their sponsorship deals, it will be interesting to watch how much of an impact the personal side of an athlete who was celebrated for his sports’ achievements and not for his personal life will have. Recently, AT&T announced it, too, would drop Tiger Woods as a sponsor, following in the footsteps of Accenture, Tag Heuer and Gillette, who have ended or scaled back relations with Tiger.

 

In today’s content-obsessed media environment few things are secret – or sacred – and it is extremely difficult for a brand (whether a person or company) to control its reputation. Reputation and credibility can be stripped away in a matter of minutes not only because of a scandal, but also because of poor communication and management during the crisis. And many would argue this Tiger Woods story is a classic way not to handle a crisis.

 

-- Peggy O'Shea-Kochenbach, Vice President

Tags: media celebrity crisis branding

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December 10, 2009 at 1:51 PM by Cone Communications

A recent blog post from cell phone analytics start-up Flurry suggested young consumers of Apple’s iPod touch would be future consumers of its iPhone later in life. “Apple is using the iPod touch to build loyalty with pre-teens and teens, even before they have their own phones (think: McDonalds' Happy Meal marketing strategy).” I didn’t get my first cell phone until my seventeenth birthday, and I considered myself to be on the cusp of the technological track. But if the assumptions are true, within the next five years, we will see a lot more tweens and teens using Apple’s high-tech mobile device.

 

Following in Apple’s footsteps, many companies are starting to realize teens are technologically savvier than older consumers. Sites like Mattel’s Everythinggirl.com and MyePets.com have created virtual online worlds that invite younger consumers to participate in interactive environments. And, in 2008, Disney Records, the online home for everything Hannah Montana and Jonas Brothers, led the list of Web video sites, with kids compromising more than 49 percent of its unique visitors.

But what does this increase in tech-literacy among American youth mean for marketers?

Teens are becoming a stronger force in online shopping and purchasing decisions and are extremely desirable marketing targets. In fact, the 2008 Global Habbo Youth Survey found 24 percent of teens are spending more than 15 hours a week online, and of those surveyed, 58 percent have made an online purchase and on average spend $46 per month – 26 percent spend $50 or more per month. Want more good news? Despite clothing, shoes, accessories and music ranking at the top of the list of online purchases, brand familiarity remains the driving force behind nearly 74 percent of all purchasing decisions among teens.

Maybe Flurry’s prediction is right. If younger consumers have purchasing control and if brand loyalty is achieved early in life, as in the case with Apple, perhaps we will begin seeing kids grabbing their lunch, kissing their parents goodbye and checking their Facebook app, all before catching the morning bus to school.

-- Emily Koruda, Fall 2009 Marketing Intern

Tags: tweens research socialmedia mobile teens

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November 30, 2009 at 3:43 PM by Cone Communications

I spent Thanksgiving weekend at my parents' house and a good part of Friday going through box after box of toys – my task being to “keep what you want and bring it to your own house, because the rest is getting tossed.”

 

While millions of people hit the malls to take advantage of Black Friday sales, I sorted toys and reminiscedabout holidays past and gifts received. One fond memory was the Christmas moment when I unwrapped my Cabbage Patch Kid (Olivia Bebe, according to her adoption certificate). For anyone not a child of the 80s, that doll (complete with Xavier Robert’s own signature) was the hot item to receive – hotter than the Alf doll or Teddy Ruxpin, or more recently, Tamagachi and Tickle Me Elmo.

 

Image Credit: flickr

 

I can remember eavesdropping on all the parents sharing, or bragging, how they were able to acquire this amazingly scarce toy…via office bribes, black market research and getting in line at the store rumored to have a shipment coming in 14 hours in advance. They waited in the dark, in the cold, a cold sandwich for dinner, sleeping bag on the sidewalk. Only five dolls when they rushed the door of the stock room, they elbowed somebody’s grandmother out of the way and only got their doll because the person in front of them fell.

 

But, the purpose of this post is not to shed light on this (crazy?) waste of time, energy and resources, but to look back on a time that came well before the Internet became Santa’s toy shop.

 

Today, however, Black Friday might as well be medieval compared to Cyber Monday (the Monday following Thanksgiving during which online sales reach yearly highs). Diligent workers, refreshed from their long weekend breaks spend the day back in the office not catching up on emails but…you didn’t hear it from me…shopping. In fact, Forrester Research reports online retail is thriving, with 8 percent growth expected this holiday season.

 

Savvy PR pros have embraced new media with gusto, and it is critical that we understand the power that word of mouth from a trusted blogger has on subscribers and a well-designed and frequently updated Facebook fan page has within a social network community. Most recently, we’re seeing the immense growth of personalities and brands on Twitter – making me really eager to learn how Twitter will impact holiday sales this year.

 

Maybe in the future, December 1, 2009,will actually be looked upon as the first “Twitter Tuesday.” This year I’d imagineforward-thinking retailers will certainly welcome Twitter-generated mobs by tweeting their sales and the new shipments of the hottest gadgets in real time. If I were in retail sales, I’d dedicate a good amount of time tweeting about the availability of my product, my sales and the timing of new shipments. I’d think about doing Twitter-specific promotions and rewarding my followers for passing my tweets along to their own network. I’d also reward my online and in-store partners for using Twitter to promote my product.

 

My prediction is that Cyber Monday has paved the way for Twitter Tuesday. It’s fascinating to imagine how different it would have been for my mom and dad to find my coveted Olivia Bebe had their smartphones been capable of accessing real-time tweets from the local toy store. The question is, are we advancing through new ways to communicate, or are we making our day-to-day lives more mercenary and robotic by leveraging these tools? Will my kids ever have the experience of waiting in line or hoping against hope they’ll get that one special item on their wish list or is everything really just one click away?

 

--Lisen Connery Syp, Account Supervisor

Tags: wordofmouth Twitter socialmedia

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November 16, 2009 at 12:31 PM by Cone Communications

By now, most of us are familiar with the buzz-worthy KFC stunt at the United Nations in New York a few weeks ago. As part of KFC’s “Grilled Nation” campaign to support its new grilled chicken line, the chain has been lobbying the United Nations Secretary General asking that the “Nation” receive a seat at the U.N. table.

 

Image Credit: ZDNet.com

According to the tongue-in-cheek letter written by KFC President Roger Eaton:

“As Secretary-General, you have pledged to build a ‘stronger United Nations for a better world.’ We at KFC are confident that recognizing Grilled Nation will strengthen your organization and satisfy the stomachs of your many Member States.

While we realize that incorporating Grilled Nation into the UN is a long shot, we hoped to possibly squeeze a chair in between Grenada and Guatemala. We promise to make sure the mashed potatoes get passed to folks from all Member States.”

Okay. Funny, but no real harm.

Until a lighthearted sampling event turned into a security breach when an actor dressed as Col. Sanders was invited into the U.N. for an impromptu photo opp. with new president of the General Assembly, Dr. Ali Treki of Libya. According to KFC, they were spontaneously invited inside by a U.N. staffer. The U.N. is currently investigating.

The reason stunts are tried-and-true PR vehicles is because, when done properly, they can generate a ton of talk-value and buzz. And, the chicken chain and its parent company Yum! Brands are no strangers to outrageous marketing campaigns.

So, what should your criteria be when planning and executing a PR stunt? Here are a few tips to keep in mind:

• Harness the “wow” factor. Memorable events that break through the clutter are outrageous and unique. To create buzz and talk-value, don’t be afraid to think big and be bold.
• Connect the action/event to the brand. A unique, bold event can create a lot of buzz and excitement. But if there’s no brand connection (or a tenuous link), you’re going to lose awareness, create confusion and fail to generate value.
• Keep it simple. The most successful stunts communicate one strong message. Too many storylines dilute the message and leave consumers scratching their heads.
• Prepare, prepare, prepare. As they say, "hope for the best, but prepare for the worst." No one wants to put the lives and safety of consumers in danger for the sake of publicity.

-- Jennifer George, Account Supervisor

Tags: event marketing campaigns food bestpractices

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November 2, 2009 at 10:25 AM by Cone Communications

This autumn season is not about beautiful foliage, pumpkins and apple picking, it’s all about which flu vaccines are out there and how to get them. I am among the lucky ones because the general flu shot was brought conveniently to my office. One less thing to worry about!

With the introduction of the H1N1 flu, people are confused not only about where to get vaccinated but if they should even get vaccinated. Doctors’ offices are overwhelmed by calls, parents are worried about their children’s health and most of the general public is becoming scared they may be afflicted by this invisible warrior.

 

Much like the 2005 bird-flu pandemic that never amounted to anything substantial, Americans are weary and don’t know who to trust. The media are screaming different scenarios and urban myths are duplicating faster than sneezes. The speed of social media helps fuel the “worry barometer,” too. In the last two days, I have received several warning notes that have been passed along to endless people about the flu – and much of the information didn’t seem accurate.

 

 

With the cancellation of social events and school closings on the rise, it’s the perfect time for direct communication from a few, credible key spokespeople to deliver the same messages. Different government and health agencies are spinning stories for their own publicity value at the sake of Americans’ stress levels. Instead of worrying about bad PR from the myriad dire warnings, public health officials need to concentrate on sending the right messages, and often. A good communications plan can get everybody on the same page and focused on the important details, not rumor mongering.

Until that happens this flu season, taking time to research the answers to your flu-related questions may help slow the panic and gain control of the situation. Web sites like www.flu.gov offers objective facts, statistics, warnings and guidelines to help you navigate the flu season.

 

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: health socialmedia PR

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October 19, 2009 at 1:44 PM by Cone Communications

October is Breast Cancer Awareness Month, and every year shelves turn pink to remind us that one-in-eight women will be diagnosed with breast cancer within her lifetime. Even though there are still no cures for this disease, there’s a lot we can do to help further the cause.

 

Raising awareness about early detection is key to conquering breast cancer. What is so important for women to understand is that when breast cancer is caught early (stage 0-1), the five-year relative survival rate is 98 percent. Different campaigns emerge every year encouraging women and men to take control of their breast health through early detection. Our client Yoplait’s Know Your Girls is one that truly captures our attention. It speaks to young women, who don’t know about breast cancer or think it’s not an issue for them. Unfortunately, statistics reveal that thousands of young women will be diagnosed with breast cancer in the next year. Know Your Girls is a way to make young women aware they can, and do, get breast cancer and provide tools to help them educate themselves and their friends.

This fun, female-focused campaign asks young women to pledge to get to know their bodies by getting to know their "girls,"or breasts.For every pledge received by October 31, 2009, Yoplait will donate 10 cents to Susan G. Komen for the Cure, up to $100,000. Money will go to breast cancer research specifically related to young women. The campaign is all Facebook-based – and it has almost 40,000 fans, proving that young women do care about breast cancer and are committed to doing something about it.

Knowing the appeal celebrities have among young women, Yoplait also worked with Audrina Patridge, from MTV’s “The Hills,” to promote the campaign with a one-of-a-kind Know Your Girls T-shirt. Audrina’s photo has appeared on TMZ.con, Perezhilton.com and OK! Magazine Online, helping spread the word about the importance of early detection.

If you do one thing this October, make sure you get to know your “girls.” Not all breasts are the same – you need to know what is normal for you.

-- Irma Koopersmith, Senior Account Supervisor

Tags: clients campaigns Facebook nonprofit celebrity cause

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September 18, 2009 at 3:13 PM by Cone Communications

Congratulations to Facebook for reaching the 300-million-user milestone (and for turning a profit)! Its power and reach are undeniable, and as a community it would rank as the world's fourth-largest country. None of us needs convincing of its historic growth, influence and vast potential for marketers. But, in a virtual world where nothing should surprise: When and how did Face book turn our parents into social media mavens? When my own mother recently called and said, "You will not believe who sent me a friend request," I went from Facebook believer to certified apostle.

 

Image Credit: TIME

Mom is not the exception – Baby Boomers are connecting to Facebook in droves. A TIME magazine article earlier this year looked at the evolution of the site from virtual college hangout to an online Boomer party – during the first half of 2009, the number of people in their 50s on the site more than doubled. Older Facebook users now represent about 10 percent of the total 77.7 million registered U.S. members according to iStrategyLabs data. Forrester Research released a report earlier this year revealing the percentage of older Boomers consuming social media has reach 60 percent!

The numbers do not lie – AARP, an organization driven to “enhance the quality of life as we age,” has both national- and state-based Facebook fan pages with thousands of members interacting and posting comments and photos. While more traditional marketing efforts still have a place in reaching mature audiences, consumer programs should, and now must, integrate social media vehicles as a key driver to connect with and create a two-way dialogue with Boomers.

-- Byron Calamese, Director

Tags: socialmedia moms Facebook Boomers

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September 16, 2009 at 12:14 PM by Cone Communications

 

Over the past 11 years our Yoplait client has donated more than $22 million to the breast cancer cause through programs such as Save Lids to Save Lives, and today launched a targeted campaign designed to raise awareness for Gen Y women. Many people are unaware that young women are also affected by breast cancer. Five percent of diagnoses in the United States occur in women under age 40. The new initiative is called Know Your Girls, aimed at encouraging these women to understand what is “normal” for their own breasts, or their “girls,” and recognize important changes.

 

By visiting Facebook.com/YoplaitPledge, young women can pledge to take an active role in their breast health. Take the pledge yourself or simply help spread the word by encouraging your friends and family to sign up. For every pledge received by October 31, 2009, Yoplait will donate 10 cents to Susan G. Komen for the Cure, up to $100,000. Money raised through Know Your Girls will help fund a new research study led by breast cancer survivor and researcher, Dr. Kristi Egland.

Tags: socialmedia nonprofit cause clients

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September 3, 2009 at 5:03 PM by Cone Communications

We’ve all seen an influx of consumer-generated contests during the last few years from leading brands such as American Express, Heinz, Doritos and Dove, among many others. Do contests still provide companies with the opportunity to generate brand awareness and engage with their target consumers? Yes…if done correctly. Here are a few best practices:

 

 

Make it a rewarding experience. What’s in it for me? That’s the question a consumer will ask when determining whether to participate. Interestingly, simple prizes, such as a year’s supply of free product, can work just as effectively as a big flashy reward like the $1 million in prizes Office Depot is offering for its national search for the best and smartest U.S. small businesses. In these challenging economic times, a cash prize of $1,000 can be a big enough incentive to enter.

 

Give them something to talk about: Consumers love to talk about themselves, their likes, their hobbies, and of course, their kids and pets. Know your target audience and develop a contest theme that taps into their interests. Most importantly, make sure it’s brand appropriate. For example, who better than Play-Doh to offer the chance to win a Playroom Makeover through a photo contest?

Understand your audience: How do you want to engage with your audience and what do consumers need to do to enter? Will your consumer take the time to write an essay, try her luck in developing a new ad jingle or simply want to grab his camera to snap a quick photo? Knowing your audience will determine how you structure your contest and what your consumer “ask” is.

 

Keep it simple: From the rules to the entry requirements to the language you use to describe the contest, the communication should be easy to explain and understand.

 

Provide multiple consumer touch points: The strongest consumer-generated contests provide multiple ways to engage with consumers – a call-for-entries period; interactive tools, such as widgets that allow entrants to share their entries and the contest with friends and family; and consumer voting opportunities, which enable followers to come back to your site to vote for their favorites.

 

-- Stephanie Doherty, Vice President

Tags: campaigns bestpractices promotion contest

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August 17, 2009 at 9:32 AM by Cone Communications

Does your dog have a better life than you? You buy him the latest designer duds and be-jeweled collars, you take him to the doggie day spa for some R & R, you sign him up for professional massages so he can work out all his stress. Puh-lease!

 

At a time when the Paris Hiltons of the world are toting their pooches around in Louis Vuitton handbags, Cone client ALPO® brand dog food is saying, “Get real!” It’s time to let dogs be dogs. This back-to-basics trend is building momentum as the economic realities of 2009 have many people calling for an end to gaudy displays of excess and a return to traditional, common sense values – even when it comes to our dogs.

 

 

According to an ALPO survey, pet parents are taking a simpler – and wallet-friendlier – approach to life with man’s best friend. When asked when their dog is happiest, 62 percent of owners say it is greeting them when they come home, being taken for a walk or a run (52%), receiving treats (48%), napping on the couch (32%) or chewing a bone (30%).

 

To celebrate the simple pleasures of just being a dog, ALPO is launching the ALPO Real Dogs Tell It Like It Is Contest. The national contest is searching for real dogs to share their stories about their favorite real dog behaviors, such as rolling in the mud, drooling for dinner or chasing a ball. Up to 20 winning “pawthors” will have their stories published in a first-of-its-kind “how-to” manual to help dogs be dogs.

 

Whether it's shopping at discount retailers, cooking more meals at home or letting dogs be dogs, consumers are simplifying their lives in an effort to focus on basic necessities. ALPO is leading the trend in the pet care industry allowing consumers to extend the back-to-basics mentality to their four-legged friends.

Tags: trend research newmedia clients contest

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August 4, 2009 at 9:31 AM by Cone Communications

It’s an exciting time for media relations. In the ever-changing online world, there are new, creative ways to communicate instantaneously. Consumers are rapidly gaining control of the various lines of communication and demanding companies maintain a constant online presence. How do we stay relevant and lead strategic communications programs?

 

First, let’s get rid of all our media descriptors. It’s not traditional vs. social media or old and new media – it’s all media relations. We need to increase our expertise in all areas.

Second, let’s not just tweet because it’s the hottest method at the moment. Let’s first determine how best to achieve our clients’ objectives, identify our key audiences and then recommend which channels of communication will most effectively deliver results. For example, Pizza Hut has strategically employed social media to achieve its goals of engaging consumers and increasing sales. On the other hand, let’s not have a creative tactic, but poor strategy. Does anybody remember the company behind Elf Yourself?

Third, remember that consumers are now the media. They can influence our purchasing decisions quicker than a long-lead magazine can roll off the press and become brand evangelists overnight. So remember, the next blogger you pitch could be your next-door neighbor.

Despite these changes, the important rules in media relations remain the same: stay transparent by expressing accountability and maintaining honesty. And, we still need to spend time building relationships – getting to know all media and becoming a valued, trusted resource to each contact.

--Maureen O’Connell, Senior Account Supervisor

Tags: bestpractices strategy newmedia mediarelations

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July 28, 2009 at 4:55 PM by Cone Communications

June was a great month for our clients in the media. We saw the most nominations for the Clip of the Month Award ever. Ten great placements faced off. Congratulations to Andrea List for securing coverage of The Cone Nonprofit Power Brand 100 in The New York Times.

 

 

Honorable mentions go to:

 

Amelia Ott for iVillage’s coverage of Jockey International

Amelia Ott & Erin Zwaska for Good Housekeeping’s coverage of Jockey International

Erin Zwaska for the Los Angeles Times’ “The Dish Rag” blog’s coverage of Jockey International

Farrell Klein for “Today’s” coverage of Chicco

Jennifer George for “Entertainment Tonight’s” coverage of Nestlé Pure Life

Maureen O’Connell for USA Today’s coverage of L’Oreal

Jessica Pieciul for Food Network “Unwrapped’s” coverage of Ian’s Natural Foods

Jodi Housman for The Wall Street Journal’s coverage of Lemelson-MIT

Lindsay Harrington for “CBS Early Show’s” coverage of Deloitte

Lisen Syp for “The Ellen Degeneres Show’s” coverage of Chicco

Tags: nonprofitpowerbrand100 mediarelations awards clients

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July 24, 2009 at 10:25 AM by Cone Communications

On Monday, as my team and I were finalizing pitching assignments for our mommy blogger media list, we came across this post from Momdot.com advocating mommy bloggers join in a “PR Blackout Challenge” for one week in August.

 

On her blog, MomDot founder Trisha posted:

“With the allure of giveaways, reviews, and blog trips, Mom Bloggers have turned from what they love the most, their family, into working directly as public relations for their captive audience. It boils down to knowing your worth and then standing up for it…We want to see your blog naked, raw, and back to basics. Talk about your kids, your marriage, your college, your hopes, your dreams, your house and whatever you can come up with for one week.”

As PR professionals working with a juvenile products client, my team spends a good amount of time identifying mommy blogs and fostering respectful, involved and professional relationships with these bloggers. We love our mommy bloggers, and we hope they love us, too. Yes, we offer gear because we hope it will be positively reviewed, and yes, we hope it will be used in reader giveaways and as contest prizes. We do this not because mommy bloggers have a “captive audience” but because we believe in word of mouth, and we know that moms are each other’s allies, whether next door or via the World Wide Web.

The whole point of blogging is the sharing of information, whether it be the amount of dirty diapers your husband (didn’t) change, the “surprise” redecoration your twins did with a set of permanent markers and your new white couch or, drum roll, the amazing new lightweight stroller that saved the day on a recent trip to the zoo or the hook-on high chair that allowed mom and dad to sit in a white-clothed restaurant and enjoy a real meal that didn’t come in a Styrofoam box.

I understand that mommy bloggers likely get hundreds of spam-type emails from marketers (and PR folks) every week, offering coupons and links to giveaways, with the sole strategy of online saturation/domination. But, mommies…that’s not me or my team.
So, my own plea to my mommy blogger friends: don’t participate in the PR blackout —participate in a brown-out. Delete the spam emails and canned requests for free publicity, and maybe throw away your calendar of deadlines. Your real PR partners will operate on your schedule, because we know you. We’re friends.

--Lisen Syp, Account Supervisor

Tags: blogs clients moms

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July 13, 2009 at 3:27 PM by Cone Communications

You’ve seen the recent media hype around healthy eating, reaching as far as the White House lawn. From locavore Michelle Obama’s latest harvest and the sustainable farming craze, to restaurant calorie-count mandates, nutrition navigation in grocery stores and healthy eating in schools, nutrition trends are top-of-mind for everybody. And, there is no lack of media interest in health-related products, expert advice and educational tools to satiate an overweight America hungry for change.

 

Because consumers have been flooded with information and tools to make positive lifestyle changes, products making health and nutrition claims are under increased scrutiny and held to stricter standards by watchdog groups, public officials and the media. Any misstep in messaging could spur questions around authenticity and harm your brand image. So how do PR professionals leverage this healthy trend in an authentic and impactful way?

Here are some keys to success in health- and nutrition-related media outreach:

• Partner with a credible third-party spokesperson in the field of health and/or nutrition. If you’re considering a celebrity, be sure you look closely at products they have endorsed in the past to be sure there is no conflict of interest. For maximum impact and credibility, choose a spokesperson with scientific- and/or nutrition-related credentials who can easily answer tough health questions and bridge back to your product. (Oh, and message train, message train, message train!)
  
• Distinguish your fans from your critics, both in the media and within the industry. Before pitching reporters or influencers, research the articles they’ve recently written and determine if they have a positive or negative slant on either your product or brand, or on similar health claims or products. Unwittingly pitching a critic can result in negative publicity, so choose your battles carefully.
  
• Determine what differentiates your brand from your competitors. Make differentiating factors key highlights in your external messaging so you can shine where others fall short. When pitching reporters, pay close attention to how they position your competition and see where you can offer a better solution. (Be careful of your positioning though, nobody likes a mud-slinger!)
  
• Back your product claims with clear scientific data (published studies are preferred). There are many controversial products and services on the market that tout a health benefit but have been attacked in the media for lack of scientific evidence to support their claims. Avoid this fate by substantiating health claims with credible scientific evidence that proves the efficacy of your product. In addition, leverage new research and studies being published by your organization or by reputable stakeholders when pitching to add weight to your product’s claims.
  
• Remember, it’s all in the delivery. When it comes to nutrition, journalists aren’t focused on pedaling your product, but are looking for viable tips and tools that will truly help their readers live a healthier lifestyle. If your product doesn’t have them sold from the start, offer a less commercial approach through expert interviews or healthy eating tips, which lend support to your product and health message, but packages it in a more palatable way.
  
• Be as transparent as possible, and always be proactive. It is much easier to get in front of an issue relating to your brand and proactively present the facts than to react to harmful media coverage that misrepresents your brand. Perception is reality and this is particularly true in the healthy eating space.

-- Jordan Salvatoriello, Account Supervisor

Tags: clients bestpractices health PR wellness nutrition food

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July 2, 2009 at 2:11 PM by Cone Communications

Lin-Manuel Miranda’s success with "In the Heights," Salma Hayek’s involvement in the production of "Ugly Betty" and now the potential confirmation of Judge Sonia Sotomayor to the U.S. Supreme Court are just a few examples of how Hispanics are establishing a presence and amplifying their voice in the U.S.

Over the years, businesses, marketers and politicians have started paying more attention to the growing Hispanic market, recognizing its influence and power within the marketplace and society:

• In 2003, Hispanics became the largest minority, and by 2050 Hispanics will comprise about 30 percent of the U.S. population.
• According to The Selig Center for Economic Growth’s The Multicultural Economy, Hispanics accounted for 8.9 percent of all U.S. buying power in 2008, up from only 5 percent in 1990.

Increasingly, companies are leveraging the power of the largest minority in the U.S. by successfully reaching out to this group. General Mills, one of the world's leading food companies, places great emphasis on the importance of understanding its audiences and has managed to effectively connect with Hispanics through its Yoplait brand.

 

Yoplait’s understanding of the Hispanic market drove it to establish a relationship this past year with Adamari López – celebrity, international telenovela actress and breast cancer survivor – for its "Save Lids to Save Lives" Hispanic program. This relationship has allowed Yoplait to create a personal connection with Hispanics through someone this group trusts and with which they identify.

It is clear that translating a general market campaign doesn’t cut it anymore if the hope is to establish a connection and brand respect. We need to understand this group’s culture, the language and what resonates with them in order to earn their support.

-- Irma Freije Koopersmith, Senior Account Supervisor

Tags: Hispanics marketing celebrity cause clients

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June 30, 2009 at 9:23 AM by Cone Communications

Unless you’ve been living under a rock for the past few days, you’re well aware of the death of pop icon Michael Jackson. Regardless of your opinion of the embattled singer, one thing is for certain: his death has sparked renewed interest and demand in all things MJ.

 

Not long after news broke of Jackson’s death, both Amazon.com and Barnes & Noble sold out of his CDs. Demand for any and all Jackson merchandise soared. At press time, his songs dominated seven of the top 10 single downloads on iTunes.

 

But now that Michael Jackson the man is gone, what happens to Michael Jackson the brand?

 

In recent days, many have compared Jackson’s fate to that of another cultural icon, Elvis. But like Jackson, Elvis’ music is only part of the story. The incredible marketing of the Elvis brand for more than three decades has decidedly fixed the King into American culture. Many would argue Elvis became bigger in death than in life. And many are banking on Michael Jackson to do the same.

 

Yesterday, tour operator AEG announced it would give refunds for Jackson’s “This is it” tour. But it's also offering would-be concertgoers a chance to opt instead for the actual ticket, with Jackson-designed graphics, as a little piece of history. There are tribute concerts in the works, memorabilia for auction and, as with many legends, a layer of mystery surrounding Jackson’s life and death.

 

It’s too soon to speculate on the longevity of the Michael Jackson brand. But I think we can all agree on one thing: the King of Pop hasn’t quite left the building.

 

--Jennifer George, Account Supervisor

Tags: celebrity branding

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June 26, 2009 at 10:25 AM by Cone Communications

Looking for a fun weekend activity?

 

Join the Lemelson-MIT Program for its third annual EurekaFest, and help celebrate the inventive spirit! A few weeks ago, Chrissy Redmond discussed how the Lemelson-MIT Program was re-branding science, transforming it into a cool experience for the world’s future technological innovators. Now, you have a chance to see that in action.

 

 

EurekaFest is a multi-day celebration designed to empower a legacy of inventors through activities that inspire youth, honor role models and encourage creativity and problem solving. Today, at MIT’s Stata Center, you can observe a nationwide high school invention showcase and see renowned inventors present on the MIT campus.

 

Saturday, I'll be at Boston's Museum of Science to cheer on more than 200 high school students in an all-day wind-powered design challenge; their families will also have the opportunity to participate in hands-on learning activities.

 

All events are free and open to the public, so come join me!

 

-- Julie Staadecker, Account Executive

Tags: cone clients branding event

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June 25, 2009 at 11:31 AM by Cone Communications

I must admit, I am a reality TV fan. I grew up watching MTV’s Real World and then moved on to Survivor, The Osbournes, and now I watch Jon and Kate (Gosselin): Plus 8. At the heart of the show, parents and non-parents can find the humor of raising sets of multiple children and silly arguments about kid’s off-the-wall antics. However, recently, the reality show got a strong dose of unwavering paparazzi and negative publicity.

Granted, both TLC and the family are reaping the benefits by going through a crisis. After all, it’s human behavior to watch something dramatically unravel like the Gosselin’s marriage; unfortunately, it leaves eight young children in its wake. They may be wealthy, but that surely doesn’t buy happiness.

 

The saga continued this week when Jon and Kate announced their divorce in front of the TV cameras and received the show’s highest ratings ever. TLC said the show will be on hiatus for a couple months. During that time, here are some media suggestions to help the Gosselins heal quicker and provide more positive fodder for the media once the wounds heal.

• Both parties need to stop talking to the press. Each week Jon and Kate take turns being on the cover of People magazine. Take time away from filming, conducting magazine interviews and from public places where you can be easily photographed.
• Grant one exclusive interview after you have the chance to live through this new transition in your life.
• Hire a publicist that cares about your well-being, not making money off the situation.
• Develop a long-term plan to leverage your family’s fame to better serve others, perhaps families that are in similar predicaments.
• Work with reputable media outlets to help cultivate a more positive vision of your family instead of the mud-slinging rumors that each party is alleging.
• Both parties should partner with a special charity or cause close to their hearts and become passionate advocates for that cause. Helping others only makes you feel better and will help improve the public’s perception of you.
• Since it’s time to move on, take down all associated websites that show the family in sunnier times. The media like to dwell on the past, so give them less ammunition to create stories.

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: celebrity mediarelations

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June 11, 2009 at 1:45 PM by Cone Communications

A couple of months ago, I got a flyer from a celebrity procurement company that advertised its clients at a discounted price. My first reaction was to laugh…how degrading, I thought? It is actually advertising people―human beings―as items on sale. My second thought was, goodness, times must really be tough. But my third thought, which is probably the most relevant to my daily life, was how can I leverage this humorous, sad and potentially advantageous situation.

 

Tough economic times have caused many companies to “update” existing products instead of introducing costly new innovations. (In fact, 75 percent of new products fail to earn more than $7.5 million during the first year of availability, according to Anne Berlack, EVP at Information Resources Inc.) But, it is marketing these updated products to which celebrities can often add the most value. So, as companies wonder, “How can I maximize the impact of the message I am trying to relay, bring credibility to this 'not-so-new' product and get it placed in the media?” a celebrity spokesperson may be the answer.

 

When deciding to use a celebrity spokesperson, there are some key questions to ask:

1. What is the product? What’s the messaging you are trying to deliver?
2. Who is your audience? Is it women, men or maybe teens?
3. What type of media are you trying to secure? Women’s publications? Local newspapers? Specialty Web sites?
4. What type of celebrity is most appropriate for the brand? An expert? An entertainer? An advocate?
5. How do you plan to use them? An event? A paid media tool (SMT, ANR)? Web site?

Once you have answered these questions, it’s time to think about who the right celebrity is. Some things to think about when doing this are:

1. Find a celebrity who has a connection with your brand. Try to find someone who uses your brand so messaging doesn’t seem forced. Look for someone who resonates with your target audience.
2. Conduct a background check. You want to make sure the celebrity you select does not endorse a competing brand, or doesn’t have any skeletons in the closet (note: It never fails, these always come out right before you are about to announce the connection between your brand and the person.)
3. Have options. Although you think one celebrity might be the perfect fit, others may not agree. If you have options, you can come to an agreement on someone who works for everyone.

So, as you think about ways to make a splash, with a product that isn’t so splashy, consider a celebrity spokesperson. And if you think you can’t afford it, remember that many of them are on sale.

-- Jennifer Newberg, Account Supervisor

Tags: promotion bestpractices celebrity

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June 8, 2009 at 10:10 AM by Cone Communications

This week, The Publicity Club of New England honored more than 150 public relations and communications professionals for their achievements at the 40^th annual Bell Ringer Awards. The Bell Ringer Awards recognize excellence in communications and public relations work in every field and industry, and across all media—print, broadcast and online. More than 400 of New England's top PR professionals gathered at Boston’s Westin Waterfront Hotel to celebrate the accomplishments we have made over the past year.

 

Whether helping immigrants reach a better life through Western Union's efforts OR inviting the world to meet “Cliff” the triceratops residing at the Museum of Science, the night was filled with one impressive campaign after another. As I sat at the event hearing about all of the amazing work from companies throughout New England, I felt inspired at the collective impact that we truly have had.

It’s important to remember that we as PR practitioners truly have the ability to influence the way people and businesses think and act. In fact, at a recent Pub Club panel comprised of eight lifestyle editors from throughout the Greater Boston Area, it was confirmed that 75 percent of their story ideas and content come directly from our community.

Congratulations to all entrants and winners, and thank you for continuing to inspire and push us to continue the amazing work and reach new heights in the communications and public relations field!

-- Hilary Blowers, Account Supervisor

Tags: clients cone awards PR

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June 3, 2009 at 1:47 PM by Cone Communications

We’ve always set the highest standards for our performance and take pride in delivering exceptional work. The greatest honor we can receive is when our clients are satisfied with a job well done. But, we can’t help but be flattered when our peers recognize our hard work, too. Cone has enjoyed many successful awards seasons, and this year is no different. Whether for inspiring cause branding work or attention-grabbing marketing and PR, our work, and ultimately that of our clients, has brought us much recognition.

 

The season started off on a high note at the PR News CSR Awards, where Western Union was honored for its work in stakeholder engagement with its Our World, Our Family program, which it partnered with Cone to create. Western Union continues to garner a lot of praise for its work with migrants across the world, including an award from the Center Encouraging Corporate Philanthropy, who presented it with its Excellence Award in Corporate Philanthropy, a very prestigious honor in international corporate philanthropy.

 

 

Cone had an even bigger showing at the Cause Marketing Forum Awards with Timberland receiving the evening’s highest honor, a Cause Marketing Golden Halo, for its commitment to making a difference in its communities. Cone then swept the Best Health Campaign category with The American Heart Association’s (AHA) Start! program winning the Golden Halo and Jiffy Lube International taking a Silver Halo for its Maintenance Partners for Life.

 

The awards kept coming during the Publicity Club of New England Bell Ringer Awards ceremony as Western Union won the Bell Ringer for best community relations campaign, the AHA won for its Start! Heart Walk special event and Jockey International grabbed a Bell Ringer for best television news placement. Not to be outdone, ALPO, Ben & Jerry’s and T-Mobile USA each earned Merits.

 

A much-deserved congratulations goes out to all!

Tags: clients marketing awards PR cause

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May 29, 2009 at 5:03 PM by Cone Communications

Recently, I assisted in the execution of “Dog’s Night Out”…the first-ever restaurant for dogs in Boston, Mass!

Having planned over the years for several different types of events, and implementing hundreds of them, let me share some tips that could help you get started on a future event.

Start out by thinking in four different phases.

 

First Phase: Plan
You need to begin planning three months to a year or more in advance, and determine the event’s purpose. Decide who your intended audience is and create a marketing plan; include a budget and the number of people you need to execute the event successfully. Do your homework, and conduct research surrounding your planned event date. See if there are any partnerships you can tap into to share some of the expenses.

Second Phase: Time to Tackle
By now...the decks are clear and you’ve rolled up your sleeves. Develop checklists, determine and confirm where your event will take place. Begin thinking and creating your event flow; choose your vendors and begin developing your promotional/media materials. Depending on your event type, invites should be in the mail, all media outlets contacted with appointments secured, and if you are considering a broadcast satellite feed, make sure that’s in place. Lastly…have a back-up plan in place for those “what-if” scenarios!

Third Phase: Nearing the Finish Line…The Event
Today’s the day…All your vendor contracts are signed, purchase orders secured and you’ve checked…you’re on budget! Lastly, your briefing books are assembled and you’ve reconsidered all the “what-if” and back-up scenarios. Team has arrived and everyone is there to work and achieve great results.

Fourth Phase: Wrap-it-up
Immediately following the event, make sure you send thank-you notes to everyone, including the team. Check to make sure that all the vendors are paid, and lastly…make yourself proud of you and your team’s accomplishments…merchandise your results.

Remember, no two events are the same, and these phases are meant to be used only as a guide.

--Helene Fletcher, Account Supervisor

Tags: event planning

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May 22, 2009 at 12:47 PM by Cone Communications

It’s been said that in a down economy, the need to innovate is more important than ever. But, how do we engage the next generation of innovators and empower them to follow their passion in science and technology? How do we “re-brand” and transform education into a “cool” experience – particularly in science, math and technology, the foundation of innovation and invention?

 

Science education is evolving from science fairs and test tubes bubbling with chemicals to real-world problem solving with a greater purpose. Teens are increasingly inspired by the sentiment of improving society through invention and discovery.

 

There are a number of organizations dedicated to supporting this new outlook and re-branding science through engagement with teens. One such organization is the Lemelson-MIT Program, focused on changing the perception of science and invention and the old stereotypes of the mad scientist, encouraging kids to explore their interests in these areas and make science fun.

Through Cone’s work with the Lemelson-MIT Program, we’re witnessing a promising perception shift first-hand. This year’s annual Invention Index survey found that only five percent of teens described scientists as “nerdy.” More than half described men and women in the sciences as “intelligent.” Further, we found that teens are driven by altruism and a desire to improve society and our environment. Yet, they still need the encouragement of mentors and role models in related fields to further instill change—that’s where the Lemelson-MIT Program strives to make a difference.

 

As Laura Vanderkam of Scientific American explains, "If people don’t think of scientists as working alone, locked in their tower, but as eco-heroes saving the planet, that’s a lot more exciting."

 

-- Chrissy Redmond, Account Supervisor

 

Witness the inspiring next generation of innovators in action next month at Eureka Fest.

Tags: nonprofit branding clients

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May 15, 2009 at 10:25 AM by Cone Communications

As the newspaper industry struggles on life support—with circulation and ad revenue in flux and the once lively newsroom culture replaced by empty cubicles and whispers of buyouts—I cannot help but wonder what will come of my first career, America’s other pastime: the paper route.

 

 

Popularized and depicted in movies and television as a neighborhood staple, the paperboy is now cycling down a path to becoming obsolete—replaced by online editions and virtual news aggregators. This shift has required a new way of thinking for marketers, as the paperboy symbolically served not only as news messenger, but a reliable, trustworthy and uncluttered bridge from brand to consumer. Dramatic? Perhaps—but before you read your next blog post or tweet about your morning brew, take a second and process what consumer branding and PR will look like without daily—relatively objective—newspapers.

 

TIME magazine recently chronicled the journalism crisis and sourced a Pew Research Center study revealing last year, for the first time, “more people in the U.S. got their news online for free than paid for it by buying newspapers and magazines.” And excluding the Wall Street Journal, most news outlets have shied away from online paid subscription services when information is so easily accessible for free.

 

This all comes as no surprise to PR professionals who continue to evolve to manage an abundance—albeit highly segmented—of on and offline news space, skeleton editorial staffs altering how we “pitch” and increased reliance on often faceless and less accountable bloggers.

 

While the demise of traditional print journalism seems inevitable, there are those fighting for its survival. The Newspaper Project, launched in February by top news executives, is designed to empower people to talk, brainstorm and share ideas on how to save the industry. Likewise, publishing leaders are taking action with calls for anti-trust revisions allowing newspapers to collect revenue from news aggregators.

 

Despite the love/hate relationship between PR practitioners and reporters, we need each other—now more than ever—and it’s in our best interest to get engaged and support initiatives to prolong, if not save, the newspaper industry.

 

If for nothing else, do it for the few remaining paperboys.

 

--Byron Calamese, Director

Tags: mediarelations PR media

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May 12, 2009 at 12:43 PM by Cone Communications

As yesterday’s New York Times reported, Chevron hired former CNN reporter Gene Randall to create an Internet video in response to a “60 Minutes” investigation about the company’s oil pollution in the Amazon region of Ecuador and the resulting $27 billion lawsuit.

 

 

Chevron’s video lays out the oil company’s side of the debate, downplaying its responsibility for the oil waste in Ecuador’s waterways. The segment signs off with, “This is Gene Randall reporting.”

While this type of advocacy isn’t new to the arsenal of PR professionals, the reach and level of engagement is greater today with the democratization of mass communication and the proliferation of social media tools.

With corporate reputation crucial in a struggling economy, Chevron’s approach underscores the importance of transparency and maintaining stakeholder trust when developing counter-crisis strategies.

-- Jennifer George, Account Supervisor

 

Cone's Chief Reputation Officer Mike Lawrence also commented on Chevron's crisis response in a recent Ad Age article.

Tags: media socialmedia crisis

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May 11, 2009 at 2:38 PM by Cone Communications

Cone Chairman and Founder Carol Cone was named to the jury of the inaugural Cannes PR Lions awards at the 56th Cannes Lions International Advertising Festival in June.

The PR Lions honor the creative use of reputation management by the building and preservation of trust and understanding between individuals, businesses or organizations and their publics. The inaugural jury is comprised of 13 senior practitioners from agencies across the world, and Cone is one of only two American judges named to the panel.

 

“I feel honored to be included among such a prestigious group,” says Cone. “This will be a great opportunity to experience some of the best PR work on an international level.”

Tags: awards PR

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May 5, 2009 at 11:07 AM by Cone Communications

More than ever before, consumers are concerned about the foods they choose for themselves and their families, and are savvier about nutrition and the effect of foods on their health and well-being. But today’s consumers are not only making food choices based upon nutritional attributes and benefits, they are also increasingly focused on a diet that is “good for you” and for the planet. The “green movement” is impacting the purchasing decisions of a growing population and will have a tremendous impact on the future of the food environment—for consumers and the food industry alike. Now is the time for brands to assess their practices and identify opportunities for greening their business.
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Tags: food health wellness sustainability nutrition

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May 5, 2009 at 11:34 AM by Cone Communications

Cone announces the launch of its new media Clickstart Program, designed to help companies effectively engage consumers online through the use of social media channels. The introductory program will aid companies in exploring emerging communication technologies and identifying opportunities for additional consumer dialogue and interaction. “New media are here to stay, and having an online presence is now the cost of doing business in this communications 2.0 world,” says Bill Fleishman, Cone Managing Director and EVP of Brand Marketing. “Often we find companies recognize the importance of using technology to speak to stakeholders but could use some help getting started. Clickstart is designed to provide that solid foundation.”
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Tags: newmedia socialmedia

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