Jul 29 2014
Recently, PadillaCRT hosted a “meet the journalist” breakfast that invited a local magazine editor to our office to discuss their role and answer questions regarding how we can provide relevant content and news ideas on behalf of our clients. During the conversation, we were reminded of what most of us in the PR industry already know – editors are busy, their outlets are understaffed and their inboxes are often flooded with hundreds upon hundreds of unrelated email pitches from PR professionals assuming that their audience will be interested, which is a huge pet-peeve!
But, as I walked away from that meeting, I was left thinking about the relationship between brands and media. Given the shrinking number of journalists reporting for publications and the onset of owned content, the landscape and connection between journalist, brand and PR agency is changing. Journalists are up against native advertising, eBooks, videos and more that are not usually distinguished as advertising or marketing and further blur the lines between editorial and paid content.
Similarly, the PR industry is being impacted by these changes. Fewer media opportunities mean more occasions to self-publish and syndicate. Some brands are…
Jul 23 2014
While we don’t completely understand the long-term impact of the communication revolution yet, one thing is certain: the advent of changes such as smartphones and social media have profoundly shifted the fundamental principles of human communication. Consider, for instance, that many schools don’t bother teaching kids how to write in cursive anymore. What does this have to do with booze you ask? Well, everything we do as professional beverage communicators must continue to evolve accordingly. This truth, coupled with the U.S.’s position as the world’s most crowded marketplace for beverage alcohol brands, leads to an unavoidable reality…a brand has to be dynamic or die trying.
So how do you do it? Especially without spending $10 million a year which, let’s face it, only enormous spirits brands can afford. Traditional PR campaigns with a few tastings and occasional lifestyle partnerships sprinkled on top are a thing of the past. For growth and long-term positioning, even a basic promotional campaign strategy has to include all elements of engagement with beverage alcohol consumers and those who supply us them. Media relations, social media, event production, retail promotions, on-premise partnerships, branding, advertising and…
Jul 14 2014
Last year was our first foray into digital marketing for Sunshine Sweet Corn. We saw some excellent results with our efforts, won some awards for our work and our client sold a ton of Sweet Corn. Based on that success we knew that digital would continue to deliver solid results. We continued down the digital road this year and below is our story. (For more background info on challenges and goals for Sunshine Sweet Corn, check out last year’s post.)
Focus: Google AdWords & Bing Advertising
Strategy: Our focus was on Google but we experimented with Bing this year to hopefully offset some of our higher CPC terms. All in all we didn’t go after many broad match terms as we wanted to keep a pretty dialed in approach to our PPC ads.
Focus: Blogger Relations
Strategy: Network the sites recipes and useful content to raise awareness, referral traffic and raise our site’s authority.
Strategy: Deploy a pinterest contest and network our Pinterest friendly site and recipes with top influencers.
Jun 27 2014
I think spiders are soldiers of Satan, but even the threat of massive, wandering ones didn’t stop me from getting to Brazil this month to experience the World Cup. Though my time there was short, between matches, I managed to dip a toe into the vibrant Salvadoran culture outside the stadium.
After feasting on steaming hot moquecas and African-inspired acarajé, I realized just how much of that region’s cuisine is built on shared experiences. So, today, I’ll do my best to share some of that experience with you, PR pros. Here are four food marketing lessons straight from Salvador and the World Cup:
What you see enhances what you get.
Squeezed into a tented bar in the middle of a rainstorm, I got an unobstructed view of all that went into my favorite Caipirinha of the trip: 10+ freshly squeezed limes, several scoops of cane sugar, a healthy pour of Cachaca and 20 minutes worth of diligent muddling. Seeing the degree of care that went into crafting that slow, delicious cocktail gave me confidence in my purchase, heightened my respect for the man making it,…