360PR Blog

Many brands have been leveraging social media as part of their communications strategy for several years now.  But our thinking about how to use social media has evolved tremendously, especially during the past 12 months.  And it’s not just the digital natives who get it.

The most senior-level marketers, with 20, 30, or more years in the business, see social media for its true potential – as a catalyst, more than a way to keep the conversation going.  Sure it’s that too, but the idea of putting social media first, ahead of other tried-and-true PR tools and strategies, is fairly new.

That changes everything – from how we think about solving a communications challenge to how we hire and staff a campaign.  For me, 2011 will be remembered as the year that social media went from a layer that gets added to a campaign – almost like frosting to a cake – to become a driving communications strategy, the means to the end.

Today a brainstorm starts with online communities.  We understand not just the power of fans, but how to effectively tap into them and how to measure.  This was evident in many of the high-caliber PRWeek award entries I helped judge earlier this month, and reinforced by an AYTM Marker Research study (December 2011) that found more consumers prefer to receive updates from brands via social media, such as Facebook and Twitter, instead of traditional media.

Importantly, social media is not a quick in-out strategy.  Deploy a video and, as Emeril says, BAM!  But a video does not a campaign make.  It can, however, be a compelling tool in a broader, integrated campaign.  And that’s what it’s really about, isn’t it?  The broader campaign platform and strategy:  from there, all else flows.  At 360, we think of it as our “full circle” approach.

But kicking off that campaign may not be your ‘typical’ big splash, physical event. More and more, social media comes first – with a reveal, some other special access, a video that gets passed, the simultaneous take-over of multiple channels, and more.  Heinz’s introduction of its new ketchup with balsamic vinegar is a great example of a brand leading with social media, in Heinz’s case tapping into its more than 800,000 Facebook fans to start the buzz about a new product.  We did something along those lines when revealing the new Disney Baby collection available at Target stores and fans responded enthusiastically, helping us spread the word.  There are countless success stories and more on the way.

What role will social media play for your brand in 2012?

Filed under: 360 Public Relations, PR Industry, Social Marketing, Social Media | Add Comment →

In 360PR’s 10th year, we are celebrating by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with the Account Director of our Parenting practice, Caroline Pierce.  Now we’ve sat down with Mike Rush, Account Director of our @Home practice, to learn more about him and some of the trends he has spotted!

Nesting has certainly been a pervasive trend the past several years.  What other trends are you leveraging for 360 clients in the home goods space?

Many of 360’s @Home clients are focusing on energy- and cost-savings, helping homeowners build the castle of their dreams while not breaking the bank.  Savings benefits are being communicated in a variety of ways — through tools such as online savings calculators, Facebook coupons and DIY tips.  As a team, we’ve been exploring consumers’ tertiary uses for home products, too, which can help create buzz – like running a humidifier to create white noise and a quieter sleeping environment (in addition to reaping all the other benefits of using a humidifier).

How much have eco-trends affected the home space?

It’s not just about recycling, ENERGY STAR, and eco-friendly packaging anymore.  After what seemed like a green-washing epidemic, there’s been a more meaningful discussion of tangible eco-benefits that hit close to home, like low-VOC paint.  Many 360PR @Home clients are turning to qualitative research to get to the root of eco-trends in their specific industry.  A recent survey Honeywell Air Purifiers, for example, found that only 1/3 of Americans have actually considered how indoor air can be affecting their health.  A scary thought given the EPA has found that VOC levels on average are 2-5 times higher indoors than outdoors.

How have media responded?

HGTV, in particular, has groomed a new generation of home experts and stars.  There’s Mike Holmes from “Holmes on Homes,” David Bromstad from “Color Splash,” and Sabrina Soto from “Get It Sold,” who recently signed as a spokesperson for both Target and Claritin.  Magazine editors at the home magazines have also become the faces of the morning shows – Sarah Humphreys at Real Simple and Elizabeth Mayhew from House Beautiful are two of my favorites who both regularly appear on TODAY.

What are some of your go-to sources for the newest home products and home design trends?

Urban Daddy is my source for off-beat home design trends and products – just last week I was tempted to buy a Merriam Webster Dictionary hollowed out with a flask for whiskey inside and I don’t even like whiskey!  I’m also an avid reader of all the home magazines.  Suzanne Kasler and Thomas Paul are two of my favorite designers.  Top designers are teaming with retailers for exclusive lines – like Suzanne’s collection of furniture and accessories available through Ballard Designs.  And I love the style that Martha Stewart brings to The Home Depot (if you haven’t checked out HD’s upscale spin-off site HomeDecorators.com, you should).

What’s your newest can’t-live-without purchase at home?

Hands down it’s my Cuisinart Griddler. Prosciutto Jarlsberg paninis are the best on it and it’s a life-saver for grilling chicken!

Filed under: 10 Minutes With Our Practice Leaders, 360 Public Relations, Design, Media and Press | 1 Comment →

By Mark Nolan

One of the gaming industry’s most well-known publications announced they will be closing its doors – both in print and online – this week. GamePro, which has been around since 1989, announced that the November issue of the magazine will be its last and on Monday, December 5. GamePro.com will redirect to its sister publication, PCWorld.com. A notice on the top of GamePro.com thanks their dedicated readers, like myself, with this message:

“Thank you for your loyalty, support, and participation in the GamePro.com community. […] Thank you to the entire GamePro staff for their hard work and dedication.”

The first GamePro I picked up was in 1997, when my shiny new Nintendo64 was begging for the latest games. The magazine always covered the best new releases, and – in the era before the internet – provided invaluable reviews to help gamers (and parents) decide which games were worth the money. In the changing print landscape over the past few years, GamePro struggled, announcing earlier this year that they would be switching to a quarterly format.

While sad, it’s not all bad news for the GamePro brand which will remain as a subsection of PCWorld’s site, and a new entity called GamePro Custom Solutions will provide customized content for vendors and industry events like E3. Publisher Julian Rignall had mixed emotions about the news on his Twitter account:

All is not lost for print outlets in the gaming industry: magazines like Game Informer and Official Xbox Magazine are still going strong, and there are even some new print magazines joining the fray. Best Buy launched their @Gamer magazine in partnership with Future Publishing earlier this year, and another famous gaming mag from the industry’s early years, Electronic Gaming Monthly, was recently reborn.

We will definitely miss GamePro’s fantastic editorial staff and the groundwork they laid for gaming journalists over the past two decades. Farewell, for now, guys! We wish you all the best!

Filed under: Media and Press, Video Games | 2 Comments →

In 360PR’s 10th year, we are celebrating by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with SVP of our Healthy Living  practice, Victoria Renwick. Now we’ve sat down with Caroline Pierce, Account Director of our Parenting practice, to learn more about her and some of the trends she has spotted!

What were some of the hot topics buzzed about at this fall’s M2Moms conference?

What was really shocking to me is that only 4% of families fall into the U.S. Census definition of “traditional.”  Currently, 40% of all babies are born to single moms and nearly 2 Million children are being raised by same sex couples.  We no longer live in a world of 2.5 children and white picket fences.  These statistics are key for marketers when developing a plan to reach consumers.  It is important to consider all types of families.

You’re a relatively new mom – and a working mom to boot.  How should brands communicate with busy moms-on-the-go like you?

For me it is all about my iPhone!  I am always running around.  Sometimes by the time I sit at my desk in the morning I feel as though a full day has already passed!  At the end of the day when I get home the last thing I feel like doing is booting up my computer so it is important that brands have interfaces that I can view and interact with anywhere.  I also like the flexibility of viewing information on-the-go.  Sometimes the only time I have to myself is a few minutes in line at the grocery store or on my train ride to work!

 

What’s your favorite platform to communicate with other moms – Facebook, Twitter, texting, email?

For me it is all about Facebook.  Facebook allows me to communicate with my “friends” in a convenient and easy way.  I love getting comments on pictures I post of my family!  But beyond fellow moms, Facebook is my favorite way to communicate with brands.  Facebook brand pages are the prime way I receive information – from what’s new from a designers like Missoni or Versace to special offers from brands I “like.”.  I appreciate that I am able to control my level of interaction with brands on Facebook.  I can like a brand and their updates will show up in my newsfeed, I can visit brand pages, I can comment on brand posts or use an app.  And if a brand updates too much I ignore it.

Is there a dad factor, or are moms still responsible for doing it all?

There is definitely a dad factor in my house!  As a working mom, my husband and I are equally involved in decision making for our family – everything from choosing childcare to what toilet paper to buy!  It is definitely a team effort.  According to a recent survey shared at Marketing to Moms, 41% of moms report being the sole decision maker for their family purchases, but that means that 59% are not.  The traditional family roles are constantly evolving.  Dads are also taking to the blogosphere in record numbers. Dad blogs like The Busy Dad Blog and Frugal Dad have emerged as some of the top-read parenting blogs

Can you share one of your favorite campaigns aimed at parents – at 360 or otherwise?

Our Disney Baby client recently announced a partnership with the Million Moms Challenge, a movement aimed at raising awareness and money to support mothers in the developing world around issues that directly impact pregnancy, childbirth and children’s health.  This campaign really struck a chord with me.

The Million Moms Challenge campaign has virtually every element needed to mobilize moms including high-profile supporters, partners like Disney Baby, a contest with a fantastic prize – a trip to Australia for a photo shoot with renowned photographer Anne Geddes – national media reach through ABC News, and a very active social media presence on Twitter and Facebook.

Filed under: 10 Minutes With Our Practice Leaders, 360 Public Relations | 2 Comments →

Some of the smartest minds in social media gathered recently at the Society of New Communications Research (SNCR) Symposium at Harvard for a discussion of the group’s latest research findings. This is my third year attending the event and it has been hugely interesting to see the progression of each of SNCR’s studies. A couple of trends really POPPED for me this year…

Surprisingly, corporations are still behind the curve with social media adoption. Nora Ganim Barnes (University of Massachusetts Dartmouth) found this in the Social Media Adoption Trends Among Inc. 500, Fortune 500, Higher Education and Charities study. While many of the world’s biggest brands have a presence on social media platforms, Fortune 500 and Inc. 500 companies are still behind Charities and Higher Education in their use of social media to communicate with stakeholders. The proof is in the pudding. Check this out:

What does this tell me? While many companies “get it”, there is still more work to do in educating consumer brands (our clients) on the value of social media in helping them to connect with their customers. With changing media consumption habits, the methods in which we communicate must also continue to evolve!

While corporations still have some catching up to do, media and journalists are using social media for their story-telling and reporting in a BIG way. In a separate session, Jen McClure and Don Middleberg presented the “3^rd Annual SNCR/Middleberg Survey of Media in the Wired World”. In this study, it was found that 90% of journalists say that their reliance on social media has increased significantly in the past year. 75% of journalists are using Facebook in generating content. 70% are using blogs. 69% are using Twitter. 54% are using online video. 53% are using Wikipedia. 31% use LinkedIn and 28% use citizen photos.

So, to those Fortune 500 / Inc. 500 corporations that have not yet adopted social media as a significant portion of their communications strategy, you might want to take another look at what the cool kids (i.e. influencers and journalists) are doing!

Thanks to SNCR for organizing yet another great Symposium, as well as for honoring 360PR’s work with the Ball brand National Can-It Forward Day campaign in the Excellence in New Communications Awards.

Filed under: 360 Public Relations, Boston, Digital PR, Events and Conferences, Industry Organizations, Social Marketing, Social Media | 2 Comments →

By Rob Bratskeir

At last week’s Critical Issues Forum, Former White House Press Secretary Robert Gibbs boldly declared, “2012 will be the Twitter election,” adding that in today’s Washington, rapid response comes by the tweet, not the press release. 

Gibbs’s thought-provoking keynote address at the Council of Public Relations Firms’ annual meeting illustrated and interpreted social media’s immense power to mobilize communities.   While the Arab Spring may have been the world’s wake-up call to the medium’s massive reach and influence, Gibbs said the 2008 Obama campaign already understood that a shift in communication was underway, and that social media was the “connective tissue [that could] make the election of a man named Barack Hussein Obama possible.”  

The approach Gibbs’s team took starting in 2006 (decades ago in social media time) still serves as a social media strategy and deployment blueprint for not only political campaigns, but for consumer marketers today.  First, make people feel like they have a stake in the outcome, Gibbs explained, rewarding those who have declared interest with access to information first.  Next, be prepared to listen closely to the stories you get back – and not just the ones you want to hear.  Gibbs said that in aggregate, those stories tell a bigger tale – one that either validates your approach, or tells you how to adapt. Finally (and perhaps foremost) be transparent at every step.

Gibbs said that meeting these mandates requires tremendous time, energy and resources.   Looking around and seeing heads nod, I could see that point wasn’t lost on anyone representing the dozens of agencies represented in the room — many tweeting away as Gibbs spoke. 

As in any industry rapidly transformed by technology, Gibbs identified legacy issues as the biggest barriers to effectiveness, and urged communications professionals to abandon the control freak mentality that served us so well until only very recently.   “You have to acknowledge the reality that voters and consumers are now in control,” he said, stressing that engaging in a two-way dialogue, listening and responding are the new rules of the road. 

Gibbs exposed an essential paradox of splintered media, a revolution rooted in cable TV’s rise in the 1980s that is today fueled by social media’s ascent.  “There is more media, but it is harder to communicate,” Gibbs said, illustrating his point with a stunning metric. In 1980, 50 million Americans watched a national network newscast every night – essentially meaning that 50 million people got the same message, day in and day out.  Today that number stands at 21 million, while the U.S. population has grown by nearly 80 million.  In other words, it’s easier to get the word out, but infinitely tougher to get your point across.  

While Gibbs generally stuck to his native politics for narrative, he landed a point about corporate behavior and image management in the social media age that we as consumer marketers and communicators can ignore at our own peril.  “Products today are judged less on their products’ performance than on their parent companies’ reputations,” he said.  One needn’t look further than BP last year, or Netflix today, to understand.

Filed under: Digital PR, Events and Conferences, Interactive Marketing, Politics, Social Marketing, Social Media | Add Comment →

By Rob Bratskeir

One of Saturday Night Live’s sharpest jabs in recent memory never even made it to air last weekend.  (Lorne, anybody home?)  The bit featured Jason Sudekis deftly sending up Reed Hastings’s now infamous mea culpa, alongside a perfect Fred Armisen aping that other Netflix (um, Qwikster) guy.  Lucky for us SNL’s dress rehearsals are taped.  Watch the bit, then talk amongst yourselves.  And thank 360’s own Caitlin McNamara for the clip.

Plenty of water cooler-able stuff there.  But what got me most wasn’t any one line, but the duo’s compulsion to keep apologizing: once, twice, thrice.  It’s exactly where the real Reed went off the rails.  He didn’t know how to quit when behind.   After all the talk of corporate hubris, price gouging and flanker brands  – after all the prognosticating over why Netflix did it, and what still may be up their bright red sleeves — I simply fail to understand what went through Hastings’s mind in choosing to broadcast himself, when he had exactly zero to offer in restitution.  We probably would have settled for straight talk.  By then, many believed the price hike on DVDs was taken to subsidize the company’s high-growth, but higher-cost streaming future. Done. Move on.

Hastings’s timing was equally puzzling.  Just as the negative chatter over the original price hike announcement was waning, there he was dousing the embers with gas. Would you ever advise a client to “go twice” with the same bad news?  It leaves me convinced Hastings convened a meeting of one in hatching the plan and pulling the trigger.

There is a more troubling scenario – troubling for those who do what we do for a living.  Suppose Hastings did actually seek the counsel of someone he deeply trusted, and whose advice he would have taken.  What if that person, sensing Hastings’s enthusiasm for the idea, just bit their tongue and nodded yes.  It wouldn’t be my recco, but the guy’s had a lousy couple of weeks.  Maybe this will get him past it.  People love Reed, so yeah, maybe be can sell it.  Still…

OK, maybe a little out there.  Still, I’ll take it as a cautionary tale, and pledge to pull no punches when the stakes are highest — no matter who’s on the receiving end of our counsel.

Filed under: Internet, YouTube | 1 Comment →

In 360PR’s 10th year, we are celebrating by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with SVP of our Entertainment & Electronics practice, Stacey Clement. Now we’ve sat down  with Victoria Renwick, SVP of our Healthy Living practice, to learn more about her and some of the trends she has spotted over the past 10!

What are some of the trends you’re seeing in the Healthy Living practice?

One of the most significant trends we’re seeing is the stepped up role consumers are playing in educating and empowering themselves before they make a purchase.  So much is happening before the consumer gets to the grocery store or other store or considers an online purchase.  Yes, price is still a consideration, but there’s a lot more that factors into what we buy these days.  This presents an opportunity for brands to act as educators, resources and connectors, instead of marketers.

How important is it for brands to “go green”?

The term ‘green’ has been thrown around pretty freely.  Brands were calling themselves and their products ‘green’ or ‘natural’ and the public, for the most part, took that at face value.  Consumers are more cognizant of green washing now and are making brands more accountable for their claims. People are more aware of how to read labels and investigate the products they are bringing into their homes  – and certainly there are a proliferation of resources at consumers’ fingertips to help. I love the Environmental Working Group site – The Skin Deep section is especially eye opening and a great place to decode confusing labels for cosmetics and health & beauty. The Organic Trade Association is also a great resource consumers can turn to for the latest news on organics and legislation as well as practical tips.

Green business practices are no longer a ‘nice to have’ but an expectation. We expect companies to be conducting business in a way that is ethically sound, better for the environment and better for us as consumers. A broad spectrum of CPG companies and food manufacturers has sustainability plans and goals in place to quantifiably demonstrate how they will be greener in the coming years. It’s all a step in the right direction.

Are there any particularly memorable 360 moments that stick out in your mind?

The way 360PR has been a leader in the social media space stands out to me.  Being part of that evolution over the last three years has been really exciting.  360 was one of the first agencies to really get the mom blogger space. We started connecting bloggers and brands in high touch settings like our Blunch™ series. That was right around the time I started here.

We’ve worked on some really fun campaigns over the years too. Just recently we were teaching the country to can as part of National Can-It-Forward Day, a campaign we created for the Ball® brand. From grassroots to top-tier media, we really struck a chord with people looking to eat more fresh and local year round.

You spent a good part of your early career in the event-planning industry.  How important do you find events to be to your client work here at 360PR and for public relations in general?

Events are part of our 360 full-circle approach.  We’re an agency that does events and does them well.  Events offer brands a high-touch, relationship-building forum with consumers and consumer-influencers, and that’s important as part of an integrated strategy to engage consumers.    At 360, we always have something exciting on tap – whether it’s cooking in the Muppets’ Kitchen or solving the Rubik’s Cube on the National Mall!  It’s also important to keep the formula fresh – virtual events via Livestream & Facebook help us extend the reach of ROI of a client’s investment in a physical event.

As the head of 360PR’s healthy living practice, have you found that your client work has had a significant impact on your personal life?

Absolutely. I’m so lucky to be exposed to the type of clients we have and the resources and knowledge that comes with them.  We’re PR practitioners but we’re also consumers.  Keeping on top trends for clients, you can’t help but take what you learn and apply it to your personal life.

For example, we conducted a speaking tour recently with food activist Robyn O’Brien on behalf of our Stonyfield Farm client. Robin’s a mom of four who compiled a staggering amount of information about our broken food system. As a new mom, I was a sponge, soaking up everything she had to offer.  I’ve bought her book, The Unhealthy Truth, for everyone of my friends who is a mother. It’s just too important not to share!

We also work with PBS KIDS.  When my son is ready to start watching TV or go online, I feel lucky to know what to look for when it comes to healthy, educational media. And as a busy mom, I really do rely on our clients’ services to make like easier. I use Peapod for grocery delivery every week (it’s a lifesaver!) and I do my family’s meal planning through Allrecipes.com.   This summer I planted a (small!) garden, started composting (it’s surprisingly easy!) and joined a CSA too – all things I probably wouldn’t have tried previous to heading the Healthy Living practice.

Filed under: 10 Minutes With Our Practice Leaders, 360 Public Relations, Consumer Marketing, Events and Conferences, Food Industry, Green Marketing, Marketing to Moms, PR Industry | 5 Comments →

Check out the top trends from Natural Products Expo East courtesy of Lindsay Durr, member of the 360PR Healthy Living Practice.

Filed under: 360 Public Relations, Events and Conferences, Food & Beverage PR, Food Industry | 1 Comment →

By John LeRoy

As you may have heard, Facebook announced some MAJOR changes to the platform last week that have already begun to roll out.  The most significant of these changes is the complete overhaul of personal Facebook profiles into the new “Timeline” format.  For a full breakdown of what changes Facebook users can expect to see in the coming days and weeks, check out this Mashable article, but here are a couple of the highlights:

1)    The New “Timelines”: Individual user profiles will now look entirely different, taking more of a “scrapbook” approach to detail a users every move.  Timelines will eventually become the default Facebook profile.

2)    App-roval: Once a user opts-in to share information for any given app, the info will begin to automatically show up on Facebook with each action within the approved app.  Many users have likely already experienced this feature as they see what songs their friends are listening to on Spotify, for example.

3)    Facebook Gestures: Developers are now able to turn any action into a button – such as read, watched, etc.  It will be interesting to see how brands take advantage of this feature now that “Like” is not the only option.

In regards to what will happen to brand pages, Facebook has not made any official announcements and it has many marketers (including us!) patiently waiting to see how clients will be affected and what adjustments to current tactics will need to be made.

While brand pages and their managers wait to see how, exactly, they will be affected, Mashable’s Todd Wasserman gives his thoughts on “What Facebook’s Changes Mean For Marketers.”

Leave us a comment about what you think of Facebook’s coming changes.  A disturbance to the current marketing mix or a golden opportunity to get creative?

Filed under: FaceBook, Social Marketing, Social Media, Social Networking | 1 Comment →

By John LeRoy

Twitter has announced some changes to its feature-set in recent weeks, some of which will impact the ways that PR professionals and their clients use the platform.  You can read a previous Ragan post about the changes here, but here is a quick overview of some of the changes and what they mean for us:

-       Changing Twitter app landscape:  Since Twitter has purchased Tweetdeck, there is speculation that third-party apps will become more obsolete as Twitter controls more of the action on their own service.  Translation:  Marketers may need to re-acclimate themselves with “Twitter-approved” services for monitoring, managing multiple accounts, etc.

-       Simpler picture-sharing:  This new feature allows individuals and marketers to take and add pictures to Tweets without using third-party services, like TwitPic, making it more turn-key to upload photos.  The photos will also begin appearing directly in Twitter streams as opposed to via a link.  Translation:  Easier real-time photo sharing from events.

-       Ad Platforms: While it is still uncertain of how it will look, there is speculation that ads will begin appearing more prominently in Twitter streams.  Translation:  A potential shift in the trust that consumers have in Twitter as a news source, and also an opportunity for PR to lead news sharing on Twitter.

Time will tell what these changes will really mean for the growing micro-blogging service, but we’d love to hear your thoughts in the comment section.

Filed under: Digital PR, Social Marketing, Social Media, Social Networking, Twitter | Add Comment →

In 360PR’s 10th year, we are celebrating by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with Managing Director, Laura Tomasetti. This time around we sat down with Stacey Clement, SVP of our Entertainment & Electronics practice, to learn more about her and some of the trends she has spotted over the past 10!

Tell us a little about how you got started in PR.

I majored in PR in college and have always worked in the PR industry.  I’ve held positions both agencies and in-house.  I started my career working for two New York-area agencies (Rubenstein and LitzkyPR) before moving to MS&L/Boston and then in-house as a PR Manager at Atari before joining 360PR.

What motivated you to get into PR?

An economics class in college!  I started out as a business major and, after taking economics and accounting courses, I quickly determined that wasn’t for me.  My parents had suggested considering PR as a career path, thinking it might be a good fit for my personality, and some of their friends had said the same thing.  I took one PR course, and as they say, the rest is history!

You’ve worked at 360PR for a while.  What changes have you seen and what are some of the highlights?

I’ve been at 360 for just over six years now and the PR industry has changed significantly with the emergence of social media, and in turn, has changed the way we do business.  And not only has it changed how we do business but also the speed at which we communicate and the open, one-on-one interaction and dialogue that can now take place between brands and consumers. Highlights include the people I’ve had the opportunity to work with, big new business wins (and great clients as a result!) and our annual agency summer outings and holiday parties, of course!

What are the biggest changes you have seen over your time in the video game PR industry?  What hasn’t changed?

No more parties in Cabo San Lucas (ha!).  When I worked at Atari a number of years ago, all of the big video game publishers flew editors around the world to preview their new line-ups and those events lasted for several days.  These days, you see great parties held on a smaller scale, and they’re usually tied to industry events. But some things haven’t changed – many of the media who were covering the industry are still in the business today (though they may have moved around) and long-running relationships are crucial in this business and life, in general.

What are some of the trends you’re seeing in the broader electronics industry?

Consumers and media are looking for the latest and greatest products now more than ever. Getting product samples into the hands of key influencers as early as possible is really crucial to getting that big feature at launch. We’ve also had success working with industry associations for clients like Jabra and Oregon Scientific – getting product samples to their spokespeople early on so they have them on-hand when media approach them about trends or what’s hot.

Did you always imagine your office would include a sword or other medieval weaponry?

No, never! Especially since I was never into fantasy or science fiction growing up!  But I love it – the properties, the games and all the eclectic “artifacts” that remind me of some amazing launches over the years.  If you (dare) walk into my office, you’ll find everything from a 20-sided die to an Elvis bust which doubles as an iPhone speaker and a Rosie O’Donnell Koosh slingshot!

Filed under: 10 Minutes With Our Practice Leaders, 360 Public Relations | 5 Comments →

Foursquare has made some exciting upgrades since the last time we “checked in.”  Most recently, the geolocation service announced several partnerships sure to enhance user experience, whether it’s sports, movies or music that you fancy.

Through brand new relationships with ESPN, MovieTickets.com and the concert-tracking website SongKick, users will now be able to check-in to sporting events, movies and concerts in addition to more traditional venues like retail stores, restaurants and bars.  Previously, while users could check into a stadium, for example, their Foursquare friends wouldn’t know the reason for their visit unless they manually added additional text such as ‘Patriots game.’  Now, check-ins will include details of the event as well as related tips, such as the game kick-off time, each team’s league record, etc. 

Kudos to @Foursquare for consistently making an effort to keep people connected and informed.  Oh, and if that’s not cool enough for you, it was just announced that Obama has joined the ranks of Foursquare’s over 10 million users.  You can now follow The White House!

Filed under: Social Media | Add Comment →

It is concept that has been a staple of Marketing for decades – people rely on the opinions of others to make purchase decisions. Good old fashioned word-of-mouth information sharing used to occur mostly offline, but social channels now let consumers communicate more easily and more often. To companies and communications professionals, social media allows us to become a part of that dialogue. In fact, in a recent study from ROI Research and Performics, they found that over 30% of people are more likely to purchase from companies/brands that they “like” or “follow” on social networks, than from brands or companies that they do not.

We are also able to draw valuable insights about the needs and wants of consumers through social media. The study also found that over 50% of survey respondents strongly or somewhat agree that voicing their opinions on social networking sites can influence the business decisions of companies/brands. I can tell you first hand, this is true.

While neither of these percentages are huge, it is enough for a brand that is not using social media right now to stop and consider integrating a social strategy into their marketing mix. Other highlights from the study can be found on Performics.com.

Filed under: Consumer Marketing, Digital PR, Interactive Marketing, Internet, Social Marketing, Social Media | Add Comment →

Last week, the 360PR Book Club met to discuss our summer read, Onward by Howard Schultz.  Schultz is Starbucks’ CEO and Onward chronicles the coffee behemoth’s journey from 2007-2010.

As big as Starbucks has grown (and one of the challenges Schultz and his management team has had to grapple with, especially as the economy hit a wall and some consumers pulled back on that $3 cup of coffee), Starbucks’ entrepreneurial spirit comes through loud and clear in this candid, behind-the-scenes look at high-profile launches like Via, Clover and Pike’s Place, the latter two signaling a return to Starbucks’ coffee roots.

Schultz writes about Starbucks’ falters with just as much ease as he discusses its success, from the unsuccessful introduction of Sorbetto, Starbucks’ version of sorbet, to the launch of MyStarbucksIdea.com, a lively online community for Starbucks customers.

This is a book for true brand-lovers – whether you’re a loyal Starbucks customer or not.  Schultz dives in deep and discusses Starbucks’ brand essence, which centers on pouring the perfect shot of espresso and delivering a complete coffee sensory experience, from sounds to smells to, of course, taste.

But, perhaps the most important take-away is that Starbucks is not first and foremost a coffee company.  “It is a people company that serves coffee,” as Schultz writes.

To Schultz, Starbucks is more than a career or a company.  It’s family – from hand-written letters to partners (employees), meetings with executives held at his home, and his goal of “putting the customer at the center of everything” Starbucks does.

We give Onward a collective two thumbs up.  Are you a coffee drinker?  Are you loyal to a particular brew?  Let us know in the comments!

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