Archive for the ‘Experiential Marketing’ Category

Social Media: Bridging Exclusive Experiences and the Everyday Consumer

Tuesday, September 20th, 2011

Through the years, the Internet has allowed us to stay connected to special events and media coverage during the workday. We live in an age where we can watch sporting event from our desks and followed the Casey Anthony trial in between meetings. It is only natural that companies recognize the power of engaging their audience online, and are now making exclusive events easily attainable to anyone with an Internet connection.

Fashion Week is one of those experiences many of us will never experience, and for some, scoring a coveted seat at a runway presentation seems like a far-fetched dream. However, as Mercedes-Benz Spring 2012 Fashion Week proved, fashion houses have reshaped the experience from being completely restricted to fans being able to partake in the event from their homes and cubicles (not that I partook in this, of course).

Oscar de la Renta is a prime example of a fashion designer that has mastered the art of creating brand buzz via social media. Erika Bearman, director of communications for the brand (and also known as @OscarPRGirl on Twitter), consistently engages fans by posting behind-the-scenes photos, quotes from Mr. de la Renta himself and musings from around the office. While various other designers have adopted a social media presence, the mixture of brand representation and personality from Ms. Bearman make Oscar de la Renta a shining case study.

As the media landscape has changed, gone are the days of waiting to pull up photos on Style.com post-event. Now, magazine editors upload commentary and photos in real-time. With the help of the PR team, OdlR leveraged Twitter and Tumblr to encourage followers to use the hash tag #odlrlive. Instead of catching photos from the show or a video recap, viewers could stream the event live from simply logging on to Tumblr. More than 2,000 tweets popped up as a result, and Tumblr produced hundreds of posts utilizing the event-specific hash tag.

This trend seems to only be gaining momentum, as other major fashion houses try to get a piece of the action. Burberry announced their Spring/Summer 2012 collection would premiere on Twitter, even before the runway presentation at London Fashion Week. 

As public relations professionals are planning VIP events, this is a great practice to keep in mind. For invitees who are unable to attend, leveraging a social media campaign in conjunction with the event can still allow them to feel as though they are a part of the unique experience.

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Posted in Brand Recognition, Digital, Events, Experiential Marketing, Search Engine Optimization, Social Media, Video | No Comments »

Attracting Media to a Night of Glamour in the Name of Charity

Wednesday, June 29th, 2011

In PR, you are often tasked to ensure that media show up to an event. Fortunately for me, getting media to the Glamorama launch party for Ronald McDonald House Charities of Chicagoland and Northwest Indiana (RMHC-CNI) was pretty straightforward since it was such a well-run event!

The launch party kicked off Glamorama 2011: an unforgettable night of high fashion and fierce performances to be held August 12 at the Chicago Theatre with performances by Cee Lo Green, known for the chart-topping hit “Forget You,” and the electro-pop quartet Far East Movement. Following Glamorama is an official after-party on the 7th floor of Macy’s at State Street. The best part? If you purchase your tickets online, 100 percent of the proceeds will go to RMHC-CNI.

As for the launch party, it went into the wee hours of that warm June Thursday. Hosted by Chicago Now’s Candace Collins Jordan, the launch event was hosted at Room 1520 and put together by the leadership of RMHC-CNI’s Christina Thomas. Guests, models, and media crowded the floors throughout the night enjoying the entertainment provided by the “Hip Hop Connection” dancers and musical guest, up-and-coming Chicago group “blah blah blah.”

RMHC-CNI did it right—they held a great launch event and really generated a lot of buzz for Glamorama 2011. Here are some elements to keep in mind for sure-fire ways that media will be in attendance at your event:

• Glamour: This was an exclusive event that made both the mainstream media and bloggers feel privileged to attend.
• Timing: The event was held in the evening, not at a prime morning news media hour. Fortunately, there was also no breaking news coverage in the local area happening at the time.
• Treats: Like any event, good munchies guarantee better attendance.

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Posted in Events, Experiential Marketing, Media Relations, Midwest News | No Comments »

Grassroots Marketing: Changing Perceptions, One Person at a Time

Monday, June 20th, 2011

How do you convince a consumer who doesn’t have your brand on their shopping list to take a second look? When the brand shifts from irrelevance to consideration, or even better, purchase, you know you’re making a difference. That is how our team feels as a result of the “Our Town, Our Heroes” grassroots campaign we launched with General Motors.

The program encourages the community to nominate someone who inspires them, the public votes, and the local hero with the most votes, and the nominator, receive a small prize package, including a one-week loan of an all-new Chevrolet, Buick, GMC or Cadillac vehicle. The team goes out of our way to make it about the hero, his or her story, and the success depends on the details.

At MSLGROUP, we talk about real-time engagement and the always-on conversation. We really harness that powerful energy here to remain vigilant, flexible and relevant. We connect with personal stories and even provide the finalists with an online toolkit to help them get the word out. They go on to generate their own online voting movement from status updates to creating Facebook events and blog posts. Media is interested too and helps spread the word. Once we have a winner, we make his or her first in-person experience with the vehicle extra special, often involving many of the key people who voted. Stories, photos and video are collected and shared, and more often then not, one positive experience leads to another.

One of our winning heroes, Estrella Rosenberg, recently published a post on her blog titled, “Our Town, Our Heroes: What Authentic CSR Feels Like.” She said the Heroes program works because there is strong brand alignment, it’s personal and it isn’t a heavy PR campaign. The finalists’ stories, the email feedback and the comments online demonstrate consumers are engaging with GM in ways they never have before. The survey results prove we’re moving the needle when it comes to opinion and consideration, and the requests for vehicle discount codes show we’re influencing purchase decisions.

Are you capitalizing on the power of grassroots? Here are some things to keep in mind:
• Have a good content strategy
• Give your community the tools to evangelize your brand
• Encourage rich member interaction
• Let the community drive their own course
• Give the community reasons to talk

What other pointers do you have to add to this list?

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Posted in Brand Recognition, CSR & Cause, Experiential Marketing, Influencer Marketing, PR Industry, Reputation, Social Media | 1 Comment »

Event PR: Expect the Unexpected

Tuesday, June 7th, 2011

Recently, I glued various gems to leather belt in the back of a Jeep. No, that is not a strange metaphor. The aforementioned belt was for a client event, and we were short on time, so it had to be done in said Jeep. The belt ended up being a huge winner with the client. (I was so proud.) But as we developed the event timeline and managed all of the other moving parts in the weeks prior, I did not think I’d find myself bedazzling anything – especially in a car.

Event execution is one of the many duties that fill up the plate of a PR professional. And, if done correctly, an event can make a significant impact on brand visibility and advocacy.

But it takes more than an organized individual with strong communication skills to smoothly execute an event. You need to be creative, quick-thinking and adaptable. In essence, a successful event planner is scrappy;  Between  media relations, vendor coordination, media material development, spokesperson management and client satisfaction, there are various opportunities for things to go awry.

In addition to being an expert at activating brands through events, I have become a specialist of expecting the unexpected. Through my experiences planning and managing events, I have learned a few things along the way.

Media Opts Out
The day of the event, your RSVP list is stacked. This means it is safe to assume each of those “yes’” will show up, right? Wrong. Reporters, producers and bloggers have busy schedules, and it is not uncommon for a fire drill to arise at any given moment. Always ensure you have a media list with you on-site, and make a round of calls for those who may not have confirmed.

Also, do not underestimate the power of post-event outreach. The event is a news hook for media — and if they cannot make it, you are provided the perfect opportunity to follow-up and share additional information.

A Blasé Crowd
If the event is open to the public, it is crucial to ensure they are captivated. It is always a nice idea to have premium items to give away, such as T-shirts or engagement pieces like noisemakers (depending upon the venue and event goals, of course). If these types of items are not a part of the picture, it is up to you to amp up the crowd with…yourself. Be friendly. Be charming. Be engaging. The key is to leave a pleasant impression of the brand upon the consumer. Spokespeople are often leveraged among brands, and if the event features this type of figure, utilize them to make a connection with the brand, as well.

Vendor Mishaps
You order a stand for your banner. It never shows up. What do you do? Ideally, all signage and event supplies are accounted for prior to the event. But with quick turnarounds and shipping delays, sometimes, you are left without crucial pieces for your event. This is where you need to be two things: creative and calm. Take a step back from the situation and choose an alternative. No banner stand? Hang the banner on a wall via some heavy-duty tape (or nails, if the venue is kind enough to let you do so). Sidenote: This is where I have to emphasize that you must ALWAYS have a supply kit on-site!

Staying cool under what might be an incredibly stressful situation not only helps you think clearly, but it also ensures everyone around you (possibly, clients included) that you that you are professional and can handle anything.

Some things may seem out of your control, but in the end, the way you choose to handle them is the real test. Thinking ahead, remaining positive and tapping into your creative side helps make dealing with surprises a little less disappointing — and the event an even bigger success.

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Posted in Brand Recognition, Celebrity Integration, Events, Experiential Marketing, Media Relations, PR Industry, Social Media, Uncategorized | No Comments »