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Manufacturing

Three Ways to Maximize your Trade Show Investment, Beyond the Booth

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Trade shows hold excellent marketing and sales opportunities for B2B companies. But with limited budgets, investment in show-floor real estate might be daunting. Here are three ways you can maximize your company’s trade show attendance and make the cost of a booth well worth it:

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Seek Out Speaking Opportunities

Pulling customers into your booth with engaging showmanship is hard work. Don’t forget that trade shows also present an opportunity to reach a captive audience off the show floor. These events are full of opportunities for conversation – from 1-1 meetings and small group presentations, to panel discussions and auditorium-filled keynote presentations – many of which are free.

Maintaining a presence in front of the crowd goes beyond giving your company good brand recognition. It positions your employees and company as thought leaders. Seek out topics that are relevant to customer issues and make sure not to use the opportunity as a sales pitch.

Capitalize on the Media

Editors of your key publications are already at the event to learn about what’s new and innovative for their readers. Articles published at-and post-event will help you reach key audiences beyond attendees. There are several ways to engage

PR Industry Trends

Marketing to the Modern Day Dad

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It seems like in this day and age, there is a holiday for everything. Literally, if you Google “today’s food holiday” you are bound to find a holiday to your liking. In fact, this will stay true for every day of our 365-day year.  Heck, this past Tuesday (June 21) was National Selfie Day! Yes, that’s officially a day. And, it’s not surprising that some of our favorite news sources have capitalized on this ridiculous “holiday.” Nonetheless, many holidays have been around since before I was in diapers and will live on long after I’m gone. And, those holidays will be targeted by brands through marketers, advertisers and news sources in what they hope is a new and compelling way every year. This past Sunday, many of us celebrated what in my opinion is deemed to be one of the more important holidays in our country, Father’s Day.happy father's dayLeading up to June 19 this year, marketers attempted to pinpoint how dad’s behavior has changed throughout the past year. While the typical dad gifts like cars, ties, grills, hardware tools and electronics will sell on-shelf, brands are noticing a change in the modern-day, 2016

Healthcare

It IS What You Say, AND How You Say It: Four Tips for Providers Communicating With Male Patients

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Men Facing Their Fears

It’s the gender twist to the old saying “you can lead a horse to water, but you can’t make him drink.”

When it comes to health, men* often are cast in the role of the horse, with “water” being played by any of the health care providers he needs to see when “dehydration” (illness or injury) sets in.

I recently had my own experience with this when my husband was diagnosed with ehrlichiosis and anaplasmosis. He spent three miserable days with a fever, chills and fatigue before he even considered calling the doctor. It was the classic and highly caricaturized “man-healthcare” scenario, with excuses including:

  • “I’m fine” (because real men don’t ask for help)
  • “I’m too busy” (Because men believe they don’t the time to take care of the problem)
  • “I’ve got too much on my plate” (Because men believe that ANYTHING outside the hospital or clinic is more important)

Once all of my husband’s “yeah, buts” were addressed, thankfully, he went to see the doctor. He received the treatment he needed and is on the road to recovery. But the difficulty in getting…

PR Industry Trends

BEER-CATION: 45 Must-Visit Breweries (INFOGRAPHIC)

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As a craft beer lover, one of my favorite things to do when traveling – or, heck, even hanging out in town – is visiting local breweries. So what makes a great brewery? Well, you need to ask the experts. And who are the experts exactly? In my book, it’s WE THE PEOPLE – the beer-lovers of the world. So in conducting my research of “must visit” craft breweries across the United States, I reached out to the coolest beer experts that I know – my friends – and asked them for their favorite brewery experiences. Whether it’s the location (at the beach, on a lake, in the heart of the city, on a mountain or in the country) or the atmosphere (funky, urban, hippy, industrial or vibrant) or the beers (innovative, flavorful, traditional or hoppy), the key thing that I learned is, visiting a brewery is really more than just popping in to get a brew. It’s a total interactive, sensory, learning experience. If you have a “successful” brewery visit, you actually gain an understanding of the culture, hospitality, flavors, people, scenery and even history of the area. That’s pretty cool.…

Digital Marketing

Man vs. Cocktail

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I’m noticing a trend: cocktail manufacturers are targeting men.

Case in point: Stoli. Interestingly, their research showed that while nearly three of four millennial men liked flavored cocktails, the vast majority 63% claimed that they avoid them in public because they were anxious about what their friends would say.

Nearly half of millennial men said that there was a negative stigma associated with men drinking flavored cocktails because they are seen as a drink for women.

Millennials are more insecure about this than older generations: 41% of millennial men think that their drink of choice is a reflection of their masculinity compared to 32% of Gen Xers and only 15% of boomers.

Stoli chose to tackle the issue head-on with a cheeky new ad campaign focusing on their flavored vodka and easy-to-order cocktails.

Adweek

Others have sought to overcome this perception hurdle by bringing the cocktail experience home. At Food Loves Tech, one of the featured gadgets was Bartesian’s home cocktail maker. Currently in pre-sales mode and seeking funding via a Kickstarter campaign, it takes the public cocktail experience into the home.


B2B/Technology

Three Lessons Learned from The Business Marketing Association’s Annual Conference

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Cj4l-qEUgAImOHGA few hundred business marketers converged on Chicago earlier this month for the BMA annual conference. This year’s theme: Growth ? How B2B Marketing Drives Business Results. Buzz words and clever hashtags aside, this is an important topic in marketing circles, and one that continues to be a struggle for businesses of all sizes.

However, there are great examples from industry titans like GE, Adobe and TD Ameritrade that are on the right track. While at the conference, I was fascinated to hear their actionable tips and stories about how to create marketing programs that deliver meaningful business impact. Here are my top three takeaways.

EVERYTHING Must Be Strategic and Deliver Results

“Every marketing team wishes they had a larger budget – even GE’s,” said GE chief marketing officer Linda Boff. But six or seven-figure budgets aren’t the only answer. The challenge is to be thoughtful about the investments you make and to be sure that everything – from a single piece of content to a global ad campaign – drives the outcome you expect.

The point? Ask yourself what you want to achieve and work backward from there…

Branding

‘Daddy, you love your phone more than me.’

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A father’s wake-up call to make real connections in a tech-obsessed world.

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What a terrible thing to hear from your 8-year-old. It was as if the apple of my eye had been replaced by another, well let’s be honest, Apple.

I’d been called out, and I was completely aghast. I have always been an advocate for the adoption of new technology. However, over time, what was less obvious to me, was how all this technology had stealthily slipped its brilliance into other aspects of my life and began to have a significant influence on how I existed in real life.

And I was not alone. Like many, technology had enabled a world where I was so much closer to everything and everyone. I could fill every moment of silence with a snippet, post, or update from apps, news services, and friends anywhere in the world. I was a click away from anything 24/7, ubiquitously connected to the planet; but was I really actually connected?

Since 1992, I had been an advocate for the ever-mounting virtual tsunami of technology as a communications platform. The level of investment and invention happening was astounding.…

PR Industry Trends

3 Principles for Fueling Food Trends

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How did kale become so popular? Why can you not go a day without avocado toast in your Instagram feed? Why do some food trends come and go before you can say Po-Taco and others stick? The Wall Street Journal dove into the topic this week looking at the case of broccoli rabe, and the meteoric rise of avocado toast, which we are very familiar with. While the WSJ piece focused on the use of paid influencers, sometimes it is simply having the right idea at the right time in an easily translatable and approachable context.

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popsugar.com

The curious case of avocado toast began at Café Gitane in New York City in the summer of 2008. It did not take off immediately, but by 2014, everyone was taking notice. Some credited the increased awareness of the good fats and nutritional benefits along with visual social mediums like Instagram and Pinterest helping it to explode. It also fit into the “clean living” trend which is also ripe for social boasting. Working with APEAM (Avocado Producer and Exporters Association of Michocan), now Avocados From Mexico, we…

Healthcare

The Power of Brand Journalism

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Being an influential communicator in today’s ever-evolving media landscape can be challenging. So how can we as communicators continue to connect and engage with consumers?  Brand journalism and content marketing have exploded in recent years, making today’s communicators indispensable.

skills-4Earlier this week, I attended Ragan’s Health Care PR & Communications Summit. The pre-conference workshop, hosted by Mark Ragan, focused on brand journalism for corporate communications and how organizations are using it to connect with consumers, enhance media coverage and engage employees. Throughout the workshop, we discussed building content platforms and developing internal editorial processes, as well as how to engage consumers in your stories.

We took a deeper dive into brand journalism and the new role of the communicator from developing content strategies to turning employees and customers into brand ambassadors. Below are a few takeaways from the workshop and the role brand journalism plays in an organization.

Become the media versus asking the media to write your stories. It’s no secret the newsrooms are shrinking and journalists are becoming more strapped for time. But our stories still need to be shared. To ensure this, communicators need to develop a content strategy and write

PR Industry Trends

We’re all hyped up on healthy living

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“Adopt healthier habits” is no longer a light suggestion heard once a year during annual checkups. In 2016, we’re actually pioneering the cause. According to Nielsen’s Global Health & Wellness Survey, consumers around the world are actively taking charge of their health, fueling the 32 billion dollar fitness industry and making a conscious effort to eat better. And the mass media we consume every day reflects it. We’re reading articles about the best apps for tracking calories, the best Instagram fitness accounts to follow, and sharing these on our own social networks using #fitspo and #mealprep.

On top of the large numbers of news organizations devoted to personal wellness content such as Greatist and well + good, Arianna Huffington announced this week her plans to expand her online news empire with a startup devoted exclusively to health and wellness. Clearly, the media category is expanding rapidly to meet the needs of our growing Spartan Race-obsessed, marathon-running, ClassPass-participating population.

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Back in frigid February, the PadillaCRT Coppertone team experienced some respite from the cold at the Personal Care Products Council Annual Meeting in sunny West Palm Beach. During the meeting, the team spoke