Archive for February, 2012

From Dunkin To Zeppoles, Are Doughnuts Really The New Cupcake?

Wednesday, February 29th, 2012
Dena Martini Toms, Vice President, MSLGROUP Americas

From overdosing on Hershey Bars as a kid to “ridding of” MSL’s Ferrero Rocher surplus after client mailers as an adult, saying I have a sweet tooth is truly an understatement.  For me, when ordering desserts to finish a great meal, I’m not usually considering what’s trendy; I’m thinking about what makes my mouth water.

So when contemplating current dessert trends – what’s the cupcake or flavorful frozen yogurt of the future – I didn’t really have the answer.  What came immediately to mind were those delicious cheesecake lollipops that I had no problem inhaling at my latest trip to David Burke Kitchen or devouring from the thank you package a vendor sent to my boss.  Yet after some rich discussion about sweets with a few MSL colleagues (it’s more often than not that the food topic arises in our meetings), the overwhelming take on the latest and greatest dessert trend was not my sweet pops, but instead…doughnuts?

Hasn’t Dunkin Donuts been around for ages?  Krispy Kreme seemed to be all the rage ten years ago.  Have doughnuts once again risen to the top of the food chain?  And how on earth did I not know about this “it” trend?

So, I did a bit of Googling and found myself not really caring whether doughnuts were trendy, but instead, just wanting to get more intimately acquainted with these little balls of heaven.  My top three favorite findings?

  • There’s a French doughnut called “pet de nonne” which means “Nun’s Fart.”  Apparently, a nun farted while prepping food and was so embarrassed around her fellow nuns that she dropped dough into a pot of boiling water, ultimately making a doughnut.
  • The size of your doughnut holes might just help you predict the NASDAQ .  Some financiers have actually said that you can judge the state of the economy by looking at the size of a doughnut’s hole – during stable times, more dough will be used which will make the hole smaller.
  • There used to be a National Dunking Association…I’m thinking of bringing it back and becoming not only the president, but a member.

My biggest result uncovered, however, is that doughnuts aren’t actually up and coming…they’ve been here and they’re here to stay.  New York Times Magazine covered them in 2008.  Renee Zellweger ate twenty per day when gaining weight to play Bridget Jones.

Celebrity chefs have been serving them in fancy fashions for years.  All of that, however, won’t deter me from placing a doughnut order during my next meal out because after all, they may not be the hippest, but they definitely make my mouth water.

Dena Martini Toms is a vice president in the global consumer marketing practice of MSL New York. With more than eight years of experience in consumer public relations, Dena has developed an expertise in the food and consumer packaged goods categories and is a strong believer in organized communications planning and media strategy for all clients

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Posted in Food & Nutrition | 2 Comments »

Silver Tsunami: Driving in Old Age, When is it Time to Hand Over the Keys?

Monday, February 27th, 2012

For many older people, the ability to drive to the grocery store, doctor’s office or out to lunch whenever they want equates with freedom and control over their lives.

But sooner or later, most of us have to consider hanging up the keys for good. Knowing when that time comes, and knowing when to approach this touchy topic with older friends and relatives, may not be easy.

The U.S. Centers for Disease Control and Prevention (CDC) says in 2009 there were 33 million drivers age 65 and older. An average of 500 older people are injured every day in car crashes.[i]

But, the CDC says, not everyone over 65 who is behind the wheel is a menace on the highways. The rate of fatal crashes starts to increase at age 75 and jumps further after age 80. That’s not due to a greater tendency to get into crashes, but because of increasing susceptibility of seniors to injury and medical complications, the CDC says.

In fact, data from the National Highway Traffic Safety Administration (NHTSA) suggests younger drivers may be more likely to cause accidents, even when older drivers are involved. The NHTSA says that in fatal crashes involving an older and a younger driver, the vehicle driven by the older person was nearly twice as likely to be the one that was struck (58% and 35%, respectively.)[ii]

Still, driving ability clearly can be affected by age-related conditions, such as a decline in vision that could make it harder to spot road hazards, physical changes that make it more difficult to move quickly from gas pedal to brake or turn to look out the back window when reversing, and cognitive changes that slow the ability to quickly assess and respond to changes in driving conditions. Medications for a variety of age-related conditions also can affect driving ability.

So, how can we know when it’s time to stop driving? The American Association for Retired Persons (AARP), in a recent article posted online, [iii] offers some warning signs, including:

  • Frequent near-accidents and close calls
  • Dents and scrapes on the car, fences, mailboxes, etc.
  • Getting lost, especially in familiar locations
  • Trouble seeing traffic signals and signs, road markings
  • Responding more slowly to unexpected situations or having trouble moving your foot from gas to brake pedal; confusing the two pedals

If you’ve seen these and other signs in a parent or other older relative, a second AARP article[iv] offers guidance on how to talk to them about the need to quit driving. Advice includes choosing the right person, whether spouse, doctor or adult child, to bring up the subject; choosing a private time for the conversation; and being prepared to suggest alternative transportation methods.

As the population of older drivers continues to rise, policy planners will have to take into consideration the need for transportation options for older people. Communities can help by providing education for older drivers and public information to foster greater awareness on the part of physicians, caregivers and family members to help older relatives avoid problems on the road.

[i] http://www.cdc.gov/Motorvehiclesafety/Older_Adult_Drivers/adult-drivers_factsheet.html

[ii] http://www-nrd.nhtsa.dot.gov/Pubs/811161.PDF

[iii] http://www.aarp.org/home-garden/transportation/info-05-2010/Warning_Signs_Stopping.html

[iv] http://www.aarp.org/home-garden/transportation/info-01-2012/turning-in-car-keys-ask-the-experts.html?cmp=NLC-RSS-DAILY-BULLETIN

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Posted in Silver Tsunami, Wellness | No Comments »

Media Pitching: “The Fear of Rejection”

Tuesday, February 21st, 2012

Naomi Borno is a Senior Account Executive in the Compass media group of MSL New York.

The fear of rejection…

Waiting at your desk hoping the phone will ring….

Trying to make your stories sound SUPER interesting, without looking desperate…

All of these emotions may sound like the thoughts of a teenage girl, but in fact these are some of the everyday feelings of PR practitioners all over the country. Pitching in theory is simple… make a few phone calls, send an email here or there; but in reality navigating the ever-changing media landscape can be as tricky as dating.

That coveted hit can sometimes feel like a soul mate; and most recently I thought that I had found mine with the Today Show ( I know, everyone wants to date her -_-) I pitched and I got a read receipt! And then I spoke on the phone with the producer… for like 10 minutes. We laughed and were getting along so nicely. Before we got off the line she told me that she wanted to pencil in a date. It was amazing everything was falling into place! It was a dream come true.

Then as quickly as the interest had come up, it fizzled and fell flat. A week after patiently waiting for a phone call, I get a one sentence note, declining the interview and telling me to stay in touch. Stay in Touch ?!? What had gone wrong? Why couldn’t she just be up front and tell me that “she’s just not that into me?”

After I melted down, I came to the realization that there are many obstacles to overcome before a segment actually gets booked. Like the dating world, there are factors everyone should keep in mind before hitting send or picking up the phone:

Sometimes there are just TOO many fish in the sea …

Having a stellar pitch is only half the battle. When it comes to national morning shows, keep in mind that there are many different competing brands reaching out to the same producer – at the same time – at a rapid rate. It’s important to make yourself stand out for the right reasons.

Save the creative fluffy writing for your press releases and Facebook pages. Pitches should always be short and straight-forward. This holds true for subject line as well. If you have an interview opportunity with Madonna put it out front and center. This isn’t the place to be cryptic. Messages like “A Chance to Chat With the Material Girl” will get you nowhere.

Play Hard to Get… No one likes a STALKER…

Do you want to be called five times an hour, every hour a week straight? Didn’t think so.

Reporters can smell blood in the water. If you seem too desperate or just annoying when they are on deadline – they won’t want to work with you and they won’t care about your great pitch. There’s a fine line between aggressive and obsessive, so take it easy – and keep it cool – when following up.

Executive Producers (EP) can be just like disapproving parents…

No matter what the booking producer says or feels, keep in mind that nothing happens with out the EP’s approval. Like a parent they have the power to put a stop to any budding relationship. Their job is to ensure segments flow into the larger program while following the guidelines / ethics of the show. So, if you get to this point be sure to be honest and upfront about your spokesperson and client message. Trying to hide your real motives, won’t do you any good in the long run.

Meddling Friends aren’t as bad as the Sales and Marketing Teams…

Friends have great intentions, but their opinions on your relationship can sometimes be skewed due to their own motives. This holds true for the sales department of shows too. Be clear – they don’t always care about your great story. Their job is to make money for the show, so they can become a road-block between you and the producer.

If you are lucky your story will be good enough to get past this meddling group, but when pitching national media be prepared to ante up in most cases if you expect any brand messages to be included. Limited budget? If so, just make sure you gauge client expectations. You may need to change the messages or even lower the bar when it comes to your media targets.

Pitching national broadcast can be tricky, but like the dating game you have to be in it to win it, so be confident and get our there with your best pick up lines!

Naomi Borno is a senior account executive in the Compass Media division of MSL New York. Her experience includes media relations and strategy for fashion, beauty, entertainment, food, liquor, travel, electronics, and lifestyle clientele. She currently works on brands including Pepto-Bismol, Metamucil, Crest 3D White, and My Black is Beautiful.

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Posted in Blog, media | 1 Comment »

Parallel Structure

Friday, February 17th, 2012

Background
Some writers like to constantly vary the form or pattern of a sentence to make it seem more interesting. But this technique can make the writing clunky, awkward and confusing. The principle of parallel structure requires that the elements of a sentence that are alike in meaning or function be alike in construction. Parallelism creates rhythm and balance and enables the writer to present ideas clearly, concisely and smoothly. It makes reading easier to understand, pleasing to the ear and more persuasive.

Usage

Non-parallel: Formerly, science was taught by the textbook method, while now the laboratory method is used.

Parallel: Formerly, science was taught by the textbook method; now it is taught by the laboratory method.

In the second example, both clauses use the same pattern (“taught by”). The writing is decisive and easier to read.

More examples of parallel vs. non-parallel structure:

Non-parallel: “Biff’s application was correctly completed, on time, and it was neat.” Parallel: “Biff’s application was correctly completed, on time, and neat.”

Non-parallel: “John Belushi is remembered for his physical style of comedy, his blues singing, and for behavior that was self-destructive.” Parallel: “John Belushi is remembered for his physical style of comedy, his blues singing, and his self-destructive behavior.”

Tip

Parallelism also applies to lists — something to keep in mind when writing a memo or PowerPoint presentation. For example:
MSLGROUP Americas has three distinct strengths:

+ We are stewards of ROI
+ Trusted advice
+ We deliver insights-guided thinking

By using parallel structure and changing the second bullet to “We offer trusted advice,” your point will come across more clearly.

Jeff Young is Vice President, Editorial Services. As a dedicated writer in the MSL New York office, Jeff advises on editorial content and provides communications counsel across practices. He also helps manage the firm’s quality control processes to maintain consistency of branding elements across all communication channels. Jeff is open to all inquiries about grammar and the complexities of the English language. Contact him at jeffrey.young@mslgroup.com.

Posted in Uncategorized, grammar geeks | No Comments »

Interest in Pinterest?

Thursday, February 16th, 2012

Everyone’s buzzing about Pinterest. Launched in March 2010 and still in beta, Pinterest is an invite-only social networking site that allows users to curate content and socially collaborate. The platform has a natural way of curating content around shared interests, instead of personal connections. Early adopter brands, such as Whole Foods and Nordstrom, have begun to curate a Pinterest profile and develop site-specific strategies and executions that generate awareness, build engagement, drive traffic and increase sales.

According to comScore, Pinterest has more than 4 million registered users and growing rapidly. It has more than 11.7 million U.S. unique monthly visitors, making it one of the fastest growing stand-alone websites in history. Women, ages 24 through 44, make up the majority of the platform’s demographic which tilts to women 4:1 over men.

Websites and blogs are seeing immense spikes in traffic due to Pinterest. Pinterest is now one of the top five drivers of referral traffic and refers more traffic to a website than Google+, YouTube and LinkedIn. Time Inc.’s Real Simple had more referrals from Pinterest than Facebook in the month of October.

It’s all about the boards! Images on Pinterest are known as “pins” that users can assign to customized “boards.” Pins are a valuable tool for users to curate visuals based on a specific topic. For example, brides-to-be have replaced bulky three-ring binder wedding planners with the simplicity and portability of a Pinterest account. With the platform, boards have the functionality for multiple contributors, allowing collaboration with other users with shared values or purpose.

In recent days, Pinterest announced that it’s making a profit from incorporating affiliate codes to links after a user pins an image. When a transaction is made as a result of a user clickthrough, Pinterest makes a percentage of a profit for the conversion.

On any social platform, a brand must have a consistent look and feel, voice and tone and evoke organic conversations online. And, best practice suggests that brands should go beyond creation of branded content. On Pinterest, brands should not only talk or pin content about themselves, but create and pin compelling content from other boards, as well. This allows the brand to show its value to the consumer on a variety of topics.

As brands continue to evolve their digital strategy, they have the opportunity to consider how to incorporate Pinterest — possibly to supplement a current initiative through a contest or content collection or to conduct research through a new channel by testing products with users prior to launch. Consider the following opportunities:

+ Segment — Like Google+ circles and Facebook and Twitter lists, brands can use boards on Pinterest to segment and tailor content to different audiences with a range of interests.

+ Engage — Add new pins frequently, engage with users’ pins and monitor to find out what is being said or pinned about your brand. Make sure content is eye-catching and sharable – not too promotional.

+ Deepen Brand Personality — Pinterest allows brands to demonstrate different aspects of a more complex personality and showcase diverse interests in order to broaden the fan base. For example, the Today Show’s Pinterest page has different boards to show pins of their fans, the newscast and their antics, recipes from their cooking segments, etc.

Join the conversation:  What are your questions or concerns in getting started? If you’re already pinning, how are you using the channel?

Stephanie Ramirez is an Account Associate on the digital and social media team at MSL New York. She joined MSL New York from the University of Florida where she earned a B.S. in Public Relations. A digital marketing enthusiast since she led Florida’s largest student-run public relations firm, Stephanie supports the larger MSL social team in social media strategy and community management for CPG brands.

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