“You trust what you use, and you use what you trust,” said Elisa Camahort Page, Co-founder & COO, BlogHer.

The study found that while women look to a variety of social mediums—blogs, Facebook, Twitter, Pinterest and more—they are more likely to trust feedback on blogs over other social channels.  The study, in particular, finds that in a “trust test” most women chose a sponsored blog review as being a more trustworthy source than a Facebook conversation or celebrity endorsement.  The study also says that women indicate that they look to Facebook primarily “to stay up to date with friends and family” (87%) and “to have fun” (77%).  And they use Pinterest primarily to “have fun” (58%) and “to find out about new products” (39%).

Over 61 percent of active blog readers surveyed in the U.S. say they have made purchases based on a blog recommendation. According to BlogHer’s study, this is almost double the rate of Facebook’s and Twitter’s active users (at 33% and 31%).  The almost 60% of the women in the U.S. general population who actively use social media, report that they turn to online or to social media as part of their purchase process. 41 percent do not. When the study looked at women in the general population who read blogs daily, the numbers who turn online to drive their purchasing rises to over 80%.

The study confirms sentiments at Zenzi that blogs can be a great way to build brand and relationships and that it’s all about a series of touch points and authentically interacting with your customers on a variety of levels to build relationships.  Each “tool” in the social media and marketing arsenal has its own place and role in the relationship building process.  And marketers and communicators need to be looking to a variety of them to touch prospects in their buying decisions along the way.

Though, at Zenzi, we are seeing fewer brands focus on building out their blogs over other social channels, because of the shear amount of time it can take to do so, we would agree that this is a very important channel for marketers to consider in finding and using their company’s voice to communicate with audiences and build relationships.  According to these most recent findings, and our own experiences, brands should be looking to partner with established bloggers, as well as building out their own blog to build trust.  Check out Trilogy by Shea Homes’ blog for just one good example of a company doing just that: http://www.trilogylifeblog.com/  For more on how Zenzi is working with companies to foster blogger relations and testimonials and build their own blogs, see some of our case studies here.

As a seasoned swimmer, I have long-reaped the benefits of an aquatic lifestyle. Now, let’s not jump to conclusions, we can’t all be superhuman swimming machines like Michael Phelps, but I have no doubt that everyone can enjoy the health advantages of swimming, especially PR professionals. With the release of CareerCasts’ annual Most Stressful Jobs list, it’s no surprise that Public Relations Executive was ranked 7^th this year. If you can find time between handling crisis communication situations, pitching top-tier media, preparing RFPs and everything in between, swimming is a wonderful way to not only get in shape physically and mentally, but also a great way to maintain long-term health, so you can be a PR pro until you’re 90!

You have 30 seconds to pitch me. So what are these so-called advantages you speak of?

Not only is swimming one of the best total body and cardiovascular exercises out there (since it involves continual endurance), it is also one of the most low-impact sports you can find. Recovering from knee surgery? Can’t lift weights? Or just plain loathe the treadmill? Jump in the pool! …or carefully get in.

Many people don’t know, but asthmatics (yes asthma can afflict even PR pros) have long used swimming as a way to control and improve symptoms-including myself. According to the folks at Livestrong, “The Asthma and Allergy Foundation recommends swimming as a good exercise option for people with exercise-induced asthma since the warm, moist air found in indoor pool environments can improve their ability to breathe during exercise sessions.” So for all you scaredy-cats out there that don’t want to jump into a pool mid-winter, you’re in luck because indoor pools yield the best results!

Do you have a busy day ahead, or are you stressed out? (Come on, you work in PR, you asked for it!) Enjoy-Swimming says, “Swimming is also a fun way to relieve stress from a workday. The contact with the water is very beneficial and helps to loosen up the body and the mind. The regular rhythm of the stroke, the immersion in the water and the concentration on the technique quickly feel like a relaxing meditation in the water.” Please be cognizant that you don’t get too relaxed, swimming into walls can happen, flip turns people, flip turns.

How do I get started?

Step one. Get out of bed. Step two. Put on swimsuit. Just joking. Believe it or not, swimming can be a very inexpensive hobby, since all you really need is a swimsuit and a pair of goggles to get started. Waiting for that big call from Good Morning America to cover your story? There ARE waterproof cases for your iPhone click here to eliminate the worry of missing your big break while you’re doing laps. Once you get your supplies, I recommend looking into your local pools. Many recreation centers have public pools, which is a great and inexpensive way to pursue your swimming career!

If you’re looking to get really serious about your swimming routine, U.S. Masters Swimming is a great organization for adults (sorry kiddos) who are looking for a competitive swim club atmosphere. The comprehensive website even allows you to enter your geographic information to find your nearest Masters swim team. Whether it’s lap swimming you’re looking for, or open water swimming (a.k.a. swimming in the brisk ocean-sea life included) joining a Masters swim team is a great way to get involved with others who are passionate about the benefits of swimming and hey, it’s great for networking!

So remember, whether you’re barely staying a float (both literally or metaphorically), can manage to get a few freestyle strokes in (don’t forget to breathe), or you’re already doing 100 IMs like it’s your job, you can’t go wrong with swimming for a healthy, well-balanced lifestyle, PR pros!

Challenge: Aptera, Greek for “Wingless Flight,” tasked Zenzi with the company’s official launch and unveiling of its ultra-green vehicle, the hybrid version of which is capable of 300 miles per gallon! While competitors have more marketing dollars, Zenzi has turned that challenge into an advantage for Aptera. To set the company apart from the pack, messaging, focused on what the competition lacked; safety, uniqueness and firsts in design innovation. Zenzi avoided focusing too heavily on automotive trade publications and shows, opting for venues that spotlighted Aptera such as celebrity green events, motion pictures and commercials.

Solution: In order to maximize attention while steering completely clear of “the other guys,” Zenzi planned a consumer media campaign focused on top tier consumer press with the largest audiences rather than automotive trades. The plan also eliminated automotive tradeshow pursuits where other competitors with larger budgets were heavily involved. This would set the company away from the pack and create a mystery and intrigue about the Aptera that would not otherwise be possible if the vehicle was made more widely available to the public. Instead, Zenzi would make the vehicle accessible only to key media for reviews, video demos in order to secure critical validation to instill consumer confidence and secure deposits while still maintaining mystery, newness.

Results: Zenzi’s media campaign indeed reached the largest consumer audiences with stories in outlets such as including Good Morning America, CNN, 60 Minutes, LA Times, Fortune, Time Magazine, Popular Mechanics (cover), Wired (cover), USA Today (cover) and Yahoo! (homepage). Top tier media coverage validated Aptera and created a “trickle down” media blitz. Zenzi also pursued alternative opportunities in the green-friendly celebrity community including Global Green Pre-Oscar Party, which secured key Hollywood coverage and invitations to participate in other green celebrity events. Top tier stories were also responsible for Aptera’s participation in Paramount Pictures’ Star Trek movie as well as Touchstone Energy’s commercial, which can now be seen all over Southern California, resulting in invitations to feature the vehicle at other major events.

Through strategic planning and execution of a targeted top tier media campaign, Zenzi significantly increased Aptera’s exposure, leadership positioning and consumer awareness. In just five months, Zenzi secured 223 news clips. That is $658,527 in ad dollars, 1,361,738 online impressions and 20,583,110 in total readership.

And the best part? This campaign was executed for just $20,000.

It was every PR practitioner’s nightmare and further evidence of the fact that we as marketers are the most out of control and the most in control we have ever been. Editor-in-chief of Wired Magazine and author of the book The Long Tail, Chris Anderson listed the email addresses of 350 names he has blacklisted from his email inbox on his very public and popular blog, thelongtail.com. The 350 offenders had allegedly sent Anderson irrelevant PR “pitches” one too many times. To the mortification of many public relations people who were on that list (with their company name in the email address), it served to show no one is safe from the fire hose, not even the people you hire to protect you from the fire (or to start it) depending on your needs. Anderson’s public protest sends the message that you must choose wisely when picking a PR firm to represent you, and it is essential you select one that knows the rules of the game and how to create compelling messaging directed at the right audience. The fact that mass distribution outlets for information exist these days is no excuse to spam irrelevant information in the hopes it randomly catches a reporter’s attention.

This principle applies not only in the context of media relations but also to customer relations. Anderson himself is an authority on the subject matter of targeting niches. He coined the term, “The Long Tail” which (according to its Wikipedia definition) describes the advent of economic business models such as Amazon.com or Netflix–businesses with the distribution power to sell a greater volume of otherwise hard-to-find items at small volumes in lieu of selling popular items at large volumes to a general audience. Translation: as marketers we must be prepared send multiple messages to multiple niches. The challenge is researching these markets and crafting specific communications for many distribution mediums, but the upside is precision targeting of your demographic.

Companies and agencies alike are taking a serious look at the way they market themselves. According to PR godfather Edward Bernays, “public relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” It seems this definition is still intact; however, the “program of action” has taken on an unexpected life of its own. In a world where anyone with access to a computer can shape public perception by publishing exactly what they think about you, your company or your product in a blog, a podcast, or a vlog, this “management function” can seem untenable.

Time Magazine named “YOU” as person of the year in 2006 as a result of this trend to attest to the power of individuals to shape perception and as harbingers of the latest information on new products and services. Two years later, we as marketers are still in the process of determining what this means for PR campaigns and how consumers are responding to this new force. The user-generated information library, Wikipedia, is one of the most frequently visited sites on the web and “Google” is a verb. We now find information and make purchasing decisions based on a variety of sources that include blogs, vlogs, social networking sites, viral emails, and ecommerce rating systems. Each one of us is a journalist if we want to be. Our tendency to trust each other more than we trust institutions, media outlets or even the government prompts us to turn to feedback from one another before we make decisions on everything from politics to product purchases. At Zenzi ,we find ways to manage these data sources and make information on the Internet work to your advantage.

While many companies and marketers have been slow to integrate online and new media tactics into their campaign not knowing where to start, others have been successfully charging this territory with tremendous success. Heavy hitters with the resources and funds to research and analyze trends are increasing their online and new media spends and decreasing traditional media spends. According to a TNS media study, L’Oreal, Procter and Gamble, Unilever, Johnson and Johnson, and Estee Lauder cut budgets on TV and magazine advertising by 10.2% and 21.5% respectively between 2005 and 2006 while online advertising budgets increased by 46%. Another research study from EMarketer estimated an increase in 2006 of online advertising spending by 26% from the previous year amounting to $15.4 billion.

Forward-thinking public relations agencies are naturally taking the same cue and shifting attention to online strategies while still being guided by the traditional principals of PR, defined by The Bernays, to shape and manage public opinion of an organization. The advantage of online PR (just like print/tv/radio) is that it is executed for a fraction of the cost of advertising and continues to have the credibility of traditional editorial coverage. Traditional media is now looking to new media as sources for information, story ideas and for their own gratification and entertainment which further serves companies that are choosing to be a part of online communities.

A new study from Bulldog Reporter and the TEKgroup reports that journalists’ use of online newsrooms, blogs, RSS and social media is much higher than most PR professionals had guessed. Corporate news and information can be accessed online 24 hours a day. Nearly half of all journalists reported visiting a corporate website or online newsroom at least once a week. 25% of journalists surveyed reported regularly reading five or more blogs to research desired topics and nearly 70% followed at least one blog regularly. More than a quarter of journalists visit a social media or networking site such as YouTube, Facebook and MySpace at least once a week. Almost 40% subscribed to at least one RSS feed.

Increasingly companies large and small are cutting through the clutter to market to specific consumers niches. Marketing pioneer Lisa Johnson outlines five essential criteria that underlie consumer cravings in her book Mind Your X’s and Y’s: experience, transparency, reinvention, connection, and expression. Web targets that satiate these cravings and segment their audience and content such as YouTube, Facebook, Twitter, Yelp, Digg and Sugar Inc. are incredible new tools for companies to engage their consumers.

Traditional companies such as Schwab, Chevrolet and Nike all provide excellent examples of campaigns that are hitting the mark in satisfying these cravings. Chevrolet targeted college students to promote the launch of the redesigned 2007 Chevy Aveo. The company selected two students each from seven college campuses across the nation to see who could “live the largest” inside a Chevy Aveo for five days. The students could only leave the car to attend class or for 10-minute breaks while documenting their entire adventure online. The students embraced the idea enthusiastically, creating YouTube videos, LinkedIn and Facebook groups, photos, blogs, and other realistic expressions of their experiences. Result: in just five days, the Aveo Livin’ Large Campus Challenge generated 217 million audience impressions through online, traditional, grassroots and campus media. Over one million students were actively engaged in the Challenge through the Aveo Website and links in each team’s Facebook and MySpace accounts.

In January 2007, Charles Schwab launched its new “Money and More” private online community made up of 350 25-to-40 year old Generation X non-Schwab clients, which acted as a focus group providing valuable market research for the company. Based on insights from the community, Schwab lowered account minimums to $1,000, introduced a high-yield investor checking account and developed an online landing page specifically for the Gen X target. Schwab has added 32% more Gen Xers since the online community was launched.

Nike launched the Breakfast Club to promote the Jordan Brand. The club is an interactive online basketball training community. Customers can select pre-built workout curriculums or create individual programs and hear from celebrated coaches on the pursuit of improving their game. The self-built programs incorporate a social component through peer assessments. 120,000 consumers signed up, and when the Training Tool for the Breakfast Club launched in August 2006, 100,000 more unique visitors came to the site than the previous year. Visitors spent an average of six minutes on the site.

The common thread in all these examples is that the content was relevant to the audience. The companies and their respective agencies were instrumental in coming up with campaigns that were fresh and had a hook to keep customers coming back for more. All good marketing and PR professionals agree that you can be present on Wikipedia, Facebook, Linkedin, Digg and wherever else, but if the content you are pushing is not interesting to your audience, simply being there will do nothing for you. The advantage of being online is that the “stickyness factor,” will have a viral effect.

Even trade shows are emerging online. PR practitioners must begin to navigate how best to leverage these virtual experiences for their cusomters and must elevate the level of content they can provide to make up for the lack of human interaction. Historically, setting up and preparing content for media and analyst interviews has been a primary function of public relations agencies.

Unisfair, a Silicon Valley based software company, powers virtual events for companies like IBM, Cisco, Quest and Adweek. The events include everything one would find at a live event, including a grand entrance hall, exhibitor booths, and networking forums through instant messaging. Attendees can listen to guest speakers, meet in virtual meeting rooms, and download whitepapers, podcasts and other valuable content from exhibitors. Brent Arslaner, VP of Marketing for Unisfair, says the advantage is being able to generate extremely targeted leads by being able to see who clicked on your virtual booth, downloaded your materials, listened to your speakers and chatted with your virtual sales reps. While this forum might not be an avenue that many companies are ready for, early adapters are having tremendous success drawing attendance and generating qualified leads from these events. Arslaner estimates on average that sponsors can expect to generate 10% of qualified leads from the total number of attendees.

And what about those customers who are simply not behind a computer all day long (i.e construction and even sales people in the field)? How can your company or agency reach them? Vancouver, Canada-based AirG powers mobile technology that enables mobile social networking and boasts the largest mobile community at 20 million customers globally. Most major wireless carriers have a branded version of the technology. AirG says 60% of its customers still do not have computers. The mobile equivalent has the same essential components of other social networks in that users can create profiles, join chat rooms, share photos, and blog through their mobile phone. It does not require a PDA and is accessible on most handsets. The appeal to marketers is that they can zero in with great precision on targets, based on the demographic of the wireless carrier and the profile information of the users in the network.

Companies such as West Coast Customs, creators of the famous MTV show “Pimp My Ride,” used the AirG network to run a highly successful give-away contest aimed at urban youth. The company offered Boost Mobile’s “Hookt” network a chance to win a “pimped out” or customized Dodge Charger. Allison Johnson, communications director for AirG says, “the campaign solicited 1.5 millions entries, which we considered a huge success.”
There are many low-cost tactics companies can do right away to improve their visibility to target customers and ensure they don’t get lost in the information abyss. Creativity is getting companies of all sizes out from under the places they were formerly stuck. In this infinite sea of online outlets for entertainment, communication and information, will your message get lost?

Contact Zenzi for a multi-touch marketing analysis to learn how to best position your company for success.

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.

Ways to position your company as a thought leader:
Guest opinion articles — Many publications offer executives the chance to share their opinions on the market by contributing guest opinion articles. These articles are not sales-oriented, but crafted to express an executive’s perspective of the marketplace and strategies for success.

Speaking opportunities — Participating in panel discussions, addressing members of a local organization during a monthly meeting, and speaking at trade shows are all ways executives can be viewed as thought leaders while gaining recognition for their company in the process.

Become an expert source — The majority of business news stories focus on industry trends rather than one particular company. As a result, there is a large demand by reporters and editors for expert sources who can offer their perception of issues and events currently taking place.

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.

How do you get the info on emerging announcements to ensure you can get the longest lead time possible? All products start out as ideas. Even without extra sensory perception, you can tap into them (at least relatively-speaking) with tools like product road maps, development meetings and product requirement documents. Alliances with management, development and product marketing can lead to valuable nuggets you need. If you are working from an agency, become part of the greater company team; ask to be introduced to people throughout the organization that can help. Consider spending time on site to get to know employees and build up trust, so that they feel comfortable coming to you with information.

Communication is Key:
The sooner you start having a dialogue, the more frequent, the better. Make it a point to educate others in your company on what you do and how you can help make products successful. Let them know how they can help you. Educate them on the teamwork, processes, lead times and expectations that are required to generate interest about a new product. If you are working with an agency, alert your contacts to potential product launches as soon as possible so that your team can begin planning.

The Juicy Details:
Once you have established that a major announcement is coming up, sit down with product managers, marketing, PR and others that will be involved with the launch. As the PR manager, you should guide participants to arrive at how and when the announcement will be made.
First, what do you know about the product? Details will determine other factors about the announcement, such as the ever-important questions of how and where the product will be announced. Other information will be integral in helping to paint a picture that this is a “viable” product, worthy of the media’s coverage.
Even at this early stage, you can begin to develop product messaging and obtain buy-inon how your team will talk about the product to potential customers, partners and the media, paving the way to consistent messaging. Make sure that you hone in on what makes your product different from others in the market, the previous version that you released, etc. Identify the problems that the product will solve, as well as the benefits it will provide. Determine the level of education (about your product, the industry) that potential customers might need to make an informed decision. How can you help them to make that decision? Should you develop a special URL to direct visitors to so they can obtain info on the product? Or create other materials, such as white papers that will educate prospects? What will you do to make this announcement stand out, and who will you need to help you do it?

Announcement:
Will you unveil the Ultra Widget 3000 at a press conference, during a major trade show or other event? Or as soon as it is commercially available? Each method has itsadvantages. Shows can provide a large media audience ready to scoop up the latest info, but you will also likely have to share the limelight. Whatever your decision, weigh the factors, consider the holidays/company down times and begin to develop a target date.

Pricing:
How much will it cost? Is your Rapid Rocker even remotely affordable for the average customer or a big fat pipe dream? Is there a reason why it is more expensive? Howdoes your product compare with competitive solutions? Where/how can customers buy it? Now’s the time; start talking about the question everyone will want to know, “how much does it cost?” and, you hope, “Where can I get it?”

Spokespersons:
Who will make the announcement? Be quoted in the release? Who are the best people to talk about the products? Use this meeting as a starting point to establish the spokespersons. Now is the time to get commitment from the individuals you think would be best for the job. Can you count on executives to be available when Joe reporter is in a crunch to get the info he needs before the 2 p.m. deadline?

Customers:
Your customers can say it 100 percent better than you can. Customers affirm the importance of your product and solidify it as a viable solution. Communicate with and nurture your customers early in the process to help ensure a positive experience and gain buy-in to speak to the press before you make your announcement.

Ask yourself:
• What top-tier publications you mig ht want to pitch and offer the announcement to in advance?
• Are any relevant upcoming editorial opportunities, reviews that fit in nicely with the product?
• Which analysts might be interested in the product or might provide insight to the media on the industry?
• Can I point to any metrics that illustrate cost savings, speed, rapid turn around and other concrete benefits, as well as tie in to greater market trends?
• Am I ready with pricing information, photos, graphics?
• What other grassroots marketing techniques can we implement?
• Is my team ready? Do they understand the key points and messaging? Have I coordinated pitching tactics with agencies, partners and others on your team to ensure consistency and minimize duplication?
Even with the worst-case, shortest lead time scenario, consider what you can do as you are working backward to develop launch deadlines leading to the major event. Make the best of the situation by assessing shorter lead publications and portals that you can pursue to provide the biggest bang. And expect that some of your coverage may come out after the fact; still not a bad thing.

Communicate, communicate, communicate:
Share your plans, and relevant deadlines, especially those that will require buy-in, with others in the organization to gain consensus. Don’t forget to continually look beyond your own world to check back frequently with other departments. Be prepared for delays, changes in plan, and sometimes even, sooner than expected launches! Even with perfect planning, launches can creep up fast. Keep your eyes out and stayahead of the curve so that you are prepared for the big day when you actually get to pitch!

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.

Stay on Message:
Determine what key points you want to get across to the reporter and practice ahead of time to help ensure the interview will go smoothly. Make sure your answers are clear, concise and incorporate at least one of your key messages. Sticking to your key messages is essential to make sure you are not quoted out of context.

Relax:
Many people “freeze up” during an interview. Remember to relax, and don’t forget to breathe! Introduce yourself to the journalist and shake their hand if the interview is in person. Your posture and presence should be warm and engaging. Avoid technical and company-specific jargon. Lastly, don’t be afraid to pause and collect your thoughts before responding to a question.

Never Say “No Comment”:
When the media hear the words “no comment,” they often jump to the conclusion that the spokesperson is hiding something. Avoid this pitfall. If you can’t discuss an issue, just explain the reason why (not enough information, company policy, etc.). In addition, don’t ever tell the media something that is “off the record.” Just because the camera isn’t rolling or the notebook isn’t open doesn’t mean the reporter isn’t listening or won’t include your statement in the story.

Situation: Dreyer’s Grand Ice Cream selected Zenzi to concept and execute its ”Own the City” campaign in San Diego,Orange County and Los Angeles. The goal of the campaign was to introduce Dreyer’s array of exciting new flavors and products to working professionals and families while abiding by the mantra Small Budget – Big Impact. With limited funds, the team had to utilize unused and unusual resources to create a win-win solution for the Dreyer’s brand suite and customers. Zenzi reached out to different demographics with a multi-touch approach.

Touch Point #1: Creative Stunt: Rocky Road Lunch Break Challenge.  Event for business professionals, a fun-filled scavenger hunt on the streets of downtown San Diego with teams of 150 workers in branded Dreyer’s t-shirts competing to win a Dreyer’s Ice Cream freezer for their offices to garner both media and grassroots attention through word-of-mouth marketing and buzz.

Touch Point #2: Little Heroes San Diego Padres Campaign: Zenzi partnered with the San Diego Padres to promote NESTLE DRUMSTICK! Ice Cream Cone and reward local students for outstanding contributions to schools and local community. The NESTLE Little Heroes program leveraged Dreyer’s Padres sponsorship and rewards 40 children throughout Southern California in the summer who win four tickets to a Padres game, a chance to attend batting practice before the game, a hat and t-shirt, and the title of the “Playball Kid” title. Each winner kicks off the game by calling out let’s Playball featured on the big screen.

Touch Point #3: The Dreyer’s Ice Cream Mural Contest: In an effort to reach out to college kids and position the product in a cool way to genneration Y demographic Zenzi and Dreyer’s approached a key customer, Hawaiian Saved Ice with a very visible building in need of revitalization that was in close proximity to the boardwalk and beach in San Diego. The owner agreed to partner with NESTLE to create a mural to help liven up the storefront. Zenzi collaborated with Platt (Media Arts) College, San Diego to promote a contest for art students to design and paint an ice cream mural. The prize for the winning design was a $1,000 scholarship.

Results: Zenzi achieved the goal of creating an emotional bond with consumers in various target segments. The campaign garnered over 90 million media impressions in the San Diego area. The Dreyer’s brand name was plastered throughout the downtown business districts and consumer street teams in Dreyer’s paraphernalia were seen by thousands of passersby and Padres fans in PETCO Park. The stunts garnered coverage from major local media outlets including, a morning segment on NBC 7/39, San Diego Union-Tribune, SignonSanDiego.com, San Diego Magazine feature story, San Diego Reader, 944 Magazine, Hillquest.com, San Diego California Online, San Diego Daily Transcript, and San Diego Metropolitan Magazine. Dreyer’s has since commissioned Zenzi to run similar events across the country and hired Zenzi as the national agency for the Dreyer’s Dibs, Nestle Drumstick and Fruit Bars brands.

According to Diane McIntyre, Public Relations Manager,

“Zenzi has been a true partner to Dreyer’s Grand Ice Cream, integrating a hugely successful media plan that increased brand sales results. Their execution was flawless and produced results more than three times our initial goal.”