Monthly Archives: March 2015
Transparency is a must in today’s business world. After all, we all want to do business with people we trust, right? Check out this story written by Forbes contributor, Jay Baer, founder of Convince & Convert. Read the whole piece here.
Think for a second about why you do business with one company over another. Is it the quality of its products? The cost? Its customer service? Do you just trust it more than its competitors?
Trust matters, and the biggest companies in the world are starting to pay attention. Trust erosion is one of the culprits behind five straight quarters of McDonald’s plummeting sales. The fast-food chain, knowing it was losing customers to restaurants like Chipotle due toeroding public trust in the quality of its food, launched its “Our Food, Your Questions.” campaign in the United States after successful runs in Canada and Australia.
Consumers can now ask McDonald’s any question about its food on a special website, and the company will answer. These questions aren’t always easy, but McDonald’s has pulled back the curtain to reveal its food production process, and consumers are responding. Read more…
This is a great article by John Pilmer, a contributor to Entrepreneur. It speaks to the importance and value of traditional media placements — which remain a crucial part of any company’s marketing mix. Yes, the dynamics of news coverage have changed greatly, but it’s still highly credible (more so than advertising) and effective. Is it in your marketing mix? The following is an excerpt from the article.
Earned media coverage — a mention in a hard news story or editorial — is the golden goose of marketing for business owners. According to data from BusinessWire, consumers still trust news coverage more than advertising. In general, people are more likely to zero in on products and services making a difference in the world and showing up in their feeds.
News coverage, however, has changed drastically over the last few decades, keeping up with the general migration of information to the Internet. Entrepreneurs who aren’t aware of modern shifts in media coverage will find themselves left out of one of the most important tools in their marketing box: publicity. Read more…
This is incredibly important. Make sure you are working with a seasoned PR pro who knows what the news media wants and has a proven record of delivering it. Check out this article that ran in the Bulldog Reporter’s Daily ‘Dog. It’s titled, “Is PR Dropping the Ball? Majority of Reporters Say They Are Unhappy with Press Materials and Lack of Quality Content for Stories.”
Journalists Are Likely to Ignore a Pitch that Contains No Graphics
According to a recent survey, an overwhelming number of journalists and media professionals are unhappy with how they are approached by corporate communications, resulting in working longer hours and increased frustration. The survey, conducted by content distribution and tracking platform ISEBOX.com, revealed that journalists are having to work harder and produce more in order to make a living—but their needs are not being met by most PR professionals or technology solutions.
According to the newly released survey of North American journalists and media professionals, 68% of journalists feel that their job has become more difficult in the last 5 years—which is in stark contrast to the recent technology advancements that were intended to accelerate workflows. Of these new technologies, few have been developed to facilitate mass distribution of content in a way that is easily accessible and centralized for media professionals—resulting in scattered and often inaccessible story-related content. Read more...
Healy Corp recently had the honor of facilitating some media interviews for Alexandre Ricard, CEO of Pernod Ricard. This article, written by Carol Hymowitz of BloombergBusiness, does a great job of showcasing the role that social media is playing in Mr. Ricard’s plans to grow the French distillery business. Read it here.
Pernod Ricard’s YouTube Moment
The French distiller turns to social media to help boost sales
The centerpiece of Alexandre Ricard’s Paris apartment, a short walk from his corner office at Pernod Ricard, is a bar displaying 500 bottles of his company’s spirits. Carved into the counter is the phrase “Make a new friend every day,” a favorite of his grandfather, who founded the business. Ricard, 42, who’s been chief executive officer since February, says it’s a reminder of his past and what he must do to nurture Pernod’s success in the Facebook era.
The best way to revive sales of an aging product is to sell “moments of consumption,” Ricard says. Instead of telling consumers that its Chivas Regal Scotch is produced at the oldest operating distillery in the Scottish Highlands, Ricard is taking a contemporary marketing approach. “In the past, if you got a customer to enjoy Chivas Regal, it would be his drink for decades. But millennials are fickle and choose different drinks for different occasions,” he says. “We have to market to their repertoire and their experiences.” Read more…
Are you going to SXSW 2015? It’s being held in Austin, TX, from March 13-22. If so, learn how to make the most of the conference with the help of this tech reporter’s guide created by Dawn Papandrea for the NewsCred Blog.
The countdown for SXSW 2015 is on! Running from March 13 – 22, the Austin festival is once again attracting the biggest names in film, music, and interactive technology. From the digital world, huge speakers are already lined up, including Eric Schmidt (Chairman of Google), Biz Stone (founder of Twitter), Charlene Li (Founder and CEO of the Altimeter Group), and many more.
It’s no wonder why first-time conference attendee tech journos covering the event are super psyched and beyond nervous as SXSW approaches. Lucky for you, we connected with veteran tech reporters for the detailed lowdown on surviving SXSW (or pretty much any massive tech event).
One reporter we spoke to is Elise Hu, a veteran of the festival, having been to eight SXSW Interactives. Not only is she the tech and culture reporter for NPR, reporting for the radio shows and hosting the blog, All Tech Considered, she’s also from Austin, so you should heed her biggest tip: “The mess and the magic of SXSW is that it’s become a flood of marketing in a sea of humanity, and it’s easy to be overwhelmed by that. But at the same time, you will run into all sorts of interesting people on the street, be exposed to ideas you may not have thought about before, and all of these things require having an open mind and a fairly flexible schedule.” So short of cloning yourself, how does one keep it together and get the great stories when there’s so much to cover? Read more here…