Tag Archives: news

Nine Tried and True Ideas for Getting Recognition for Your Brand

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At a loss for news?  Stuck in a rut on the next major campaign to incite interest in your brand?  Very rarely is there “nothing” to talk about. The following is a quick data download from our collective team of innovators on proven tactics and ideas that, when done right, can generate interest.

  • Get your brand in their hands— Who does not love the word “free”?  Or “food” for that matter? Put them together, and with the right publicity, you can have a double whammy.  Kashi is notorious for this tactic, offering viewers of their TV ads the opportunity to visit their web site to sign up for a free frozen dinner or other yummy products.  Starbucks offers free iTunes downloads with its “Pick of the Week”. Whether you are a food company, restaurant, or major tire brand, invite consumers, and/or bloggers and other members of the media, to try your products (even if it is just a small aspect of them) free for themselves.  Extend invitations for tastings, free samples and/or special events.
  • Give back—a little philanthropy can go a long way.  Edy’s Scoop Day, for instance, is a great example of a food/consumer products company event that we love to get behind.  Every year the brand gains positive sentiment for donating proceeds from its ice cream to the Jimmy Fund and other causes to fight childhood cancer.  And it gets a lot of people talking about its ice cream, and latest flavors, on the radio at the same time…
  • Toot your own horn—announce major milestones, 332 billion miles routed, in the case of this infographic from MapQuest, your new snack-sized confection that offers just the right amount of sweet without breaking consumers’ diets.  Welcome aboard your new chef, executive creativity officer, or celebrity ice cream taster.  Make it fun and memorable along the way.
  • Give away just the right amount of the secret sauce—If you are promoting a restaurant chain, offer up seasonal recipes for food editors to consider for print that might also get you a nice little promo for your renowned “Valentines” fare. Give a sneak peek on what you do best; as Morton’s did brilliantly with their Million Dollar Hamburger Recipe.  Show them why you are better; give them a sneak peek on how your product is made.
  • Go out on a limb to showcase something newsworthy and different—what do you excel at? Show the media, and the world, no one can do it better.  Victoria’s Secret goes out of its way annually to claim the female undergarments industry.  This past year it announced its “Victoria’s Secret Fantasy Treasure Bra“ made of 3,400 gems and aquamarines and weighing in at 142 carats, worth $2.5 Million.
  • Put pen to paper—sustainable cooking, subbing out fat without sacrificing flavor, updates on the latest tax codes and what will be required of consumers, how moms can make the perfect first birthday cake—what are your specialties?  Show your expertise with an article from your expert on what makes you the best.
  • Great deals—partner with others to highlight an exceptional deal, like Restaurant Week, buy one, get one and others.  What is the “peanut butter” to your “jelly”? How can you help consumers to get a great combined deal that will also generate excitement for your brand(s)?
  • Offer up tips—The Butterball Hotline has helped to brand this consumer products company, and you can do the same for your restaurant by offering to serve as a resource on your area of specialty. Help otherwise hopeless aspiring chefs to frost a birthday cake that no one will ever forget, show how your ingredients can make them look like a Betty Crocker superstar or bake up the best after school snack ever.  Or offer tips on how people can throw the perfect party, using some of your ingredients.
  • Show them you are a winner—Scope out “best of” awards; restaurant profiles, food reviews from national, local and regional publications.  And make sure you are part of them!

Looking for tips 10 and beyond on how you can generate excitement? For even more great ideas on how to get in front of the media, drop us a line: info@zenzi.com

 

Must Have Mobile Apps

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So I’m finally caught up with the times and own a smart phone (insert Android plug here). To the left is a quick visual of what I have gathered so far.

All jokes aside, smart phones have drastically changed anything and everything digital. They have made us more accessible, efficient and ultimately, more mobile in almost every social and personal endeavor. Here is my list of must have mobile apps:

  1. Yelp – Yelp is my food and entertainment bible. If I’m ever in a new town or just can’t decide where to eat or what to do, Yelp is my best friend. Yelp’s and its users’ ratings have yet to do me wrong.
  2. GasBuddy – Gas. Prices. Won’t. Stop. Climbing. Use this application to find the cheapest gas near you – where ever you are!
  3. USA Today – All news outlets now have their own mobile app. I particularly like USA Today’s because of its easy-to-read-on-your-tiny-phone-screen format and sharing capabilities straight from the app itself.
  4. Google Voice – You don’t need a smart phone for this app, but the Google Voice App makes managing voicemails a thousand times easier. My favorite feature – it transcribes your voicemails into text messages so you don’t have that annoying cassette symbol in the corner of your phone.
  5. Foursquare/Facebook Places – Initially, I was annoyed when people would check in where ever they went. But I admit it, I’ve become one of those people. Restaurants and shops offer some pretty nifty giveaways and deals for people who check in – try it out. It’s also kind of satisfying to oust someone as Mayor..
  6. Shazam – Don’t you hate it when you hear a song on the radio that you like and you want to know what song it is, but the radio hosts never says the name? Download Shazam, turn it on, hold it up to the speakers and Shazam will tell you the song name and artist in less than a minute.
  7. Pandora – If you haven’t heard of Pandora yet, you’re missing out. They created the “Music Genome Project” that creates playlists for you based on a song or artist. Create as many playlists as you like and take this limitless music player on the go!
  8. Drop Box – Drop Box is great not only on your computer, but now you can access your account mobile! I’ve ran into many instances where I needed to access personal as well as business files on the road. Drop box is THE cloud solution for file sharing and their mobile app is excellent for on the go business.
  9. Evernote – Evernote enables you to “Remember Everything.” It allows you to take notes and jot down ideas, experiences, store pictures, anything. It connects your account through all the mobile devices in your life so you’ll never forget a thing – theoretically.

 

Effective Crisis Communications

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No company can go through its existence without being in involved in some sort of a crisis. However, a single incident can destroy years of strong customer and shareholder relations. Competitors will also take full advantage of the situation. While it’s tough to predict when a crisis might occur, it is critical to plan for one in advance. Companies that incorporate effective crisis communications strategies into their disaster recovery plans have a greater chance of mitigating negative media and public perceptions and enhancing their long-term credibility. Tips for designing an effective crisis communication plan:

Determine in advance who needs to be involved:
The plan should include two spokespeople and two assistants to handle media issues, which will ensure at least one person is always available. The plan should enable the team to quickly and systematically increase the number of key people involved in case the crisis should escalate.
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Gaining Recognition as a Thought Leader

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Many of today’s top business leaders are successful at getting media coverage simply by stating their opinions of the market.  They talk at length with reporters about industry trends and make predictions about what the future might hold, but they never pitch their new product or company specifically.

It’s a Subtle PR Ploy:
The fact is, these executives are promoting their companies, just in a very subtle manner.  Positioning a company as a thought leader can enhance credibility and establish a reputation as an industry expert.

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Flexing your PR & Marketing Muscles for a Successful Product Launch

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Like the seasons, product announcements can move in like a lion or out like a lamb. Some bound out of thin air, leaving marketers and PR pros with little time to prepare; others trudge on and on, extending the deadline for weeks on end. How can you prevent a sneak attack and ensure that you are ready for the next major product announcement? Here are some tips to make sure your kickoff kicks butt.

Staying ahead of the Curve:
Timing is the hardest, yet most critical part. With long publication lead times, it is easy to underestimate the amount of time needed to make a splash. Executives in your organization may have no idea, and it’s your job to tell them, that some magazines require as much as six months advance notice. With three months for monthlies, two for bi-monthlies and one for weeklies plus the time it take to get information ready and build relationships with reporters, the more time, the better.

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Skillful Interview Techniques

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Although interviews are an important part of the public relations process, they can sometimes be a challenge. You might walk in for a scheduled interview, confident you know your company and marketplace, and before you know it, the reporter starts asking you questions that you’re not prepared to answer. If you handle the situation successfully, you can go far in promoting a positive corporate image. A negative interview, however, can hurt the perception of both the company and the spokesperson. To be effective, adhere to the following:

Be Prepared:
Gather background on the journalist (previous experience, recent articles written, etc.), the publication (circulation, target audience), and the topic of discussion prior to the interview.
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