News & Notes



Big News for Mobile Advertising

If ever there was a sign that Mobile is the future, it’s yesterday’s announcement that Verizon has decided to purchase AOL.  If mobile isn’t yet part of your marketing strategy, it’s time to “mobilize” — and fast.  Healy Corp can help.  For the full story, written by Farhad Manjoo of the International New York Times, click here.  

Photo

Pedestrians in Midtown, communicating the modern way. CreditTodd Heisler/The New York Times

The future of nearly all media, and consequently the future of nearly all advertising, he said, is about our phones. “If there is one key to our journey to building the largest digital media platform in the world, it is mobile,” he wrote, by way of explaining why AOL, a company known for its news and entertainment sites and its dial-up subscribers, was merging with a cellphone carrier.

Mr. Armstrong ended his memo, which was otherwise puffed with jargon indecipherable to many outside the world of advertising and media, with a clear message that could double as the catchphrase of his entire industry: “Let’s mobilize.”

Read more…

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It’s Not Easy Being “Green” — Sustainability PR Can Help

Easy or not, this new survey (from Dotcom Distribution) says it’s more important than ever to be “green” when it comes to the products and services you provide.   Sustainability PR can help.  Check out this article that’s in today’s Bulldog Reporter’s Daily ‘Dog.  Source: PRWeb; edited by Richard Carufel

Read the whole article here:

May 5, 2015

Sustainability PR: 40% of Consumers More Likely to Shop with Retailers That Offer Green Packaging, New Dotcom Distribution Study Finds

Consumers Value Environmentally Friendly Supply Chain Practices

Environment-friendly packaging and green supply chain practices are important to most online shoppers, according to a new study from Dotcom Distribution, a provider of fulfillment and logistics services for both brands.

The study, which surveyed over 500 online shoppers about their packaging preferences, found that 57 percent of consumers say that green packaging is important to them—and 61 percent of consumers have considered green packaging when deciding where to shop.

“Today’s consumers are environmentally aware, and making changes to become more environmentally friendly is one of the best things you can do as a brand,” said Maria Haggerty, CEO of Dotcom Distribution, in a news release. “Brands that are not able to make sustainable changes themselves should look to third-party logistics providers that can help implement these changes in a cost-effective way.”

Read more…

Photo Credit:  Bulldog Reporter Daily ‘Dog

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Are You Marketing Your Start Up Business?

Are you putting marketing resources into your start up?  If not, take a look at this post by Merav Chan, an experienced marketer and the co-founder of markitdigital.com, a digital marketing firm based in Tel-Aviv, Israel.   This post originally appeard on {GROW} — a blog hosted by Schaefer Marketing Solutions.  If you’re involved in a start up business, don’t wait.  Get marketing in on the ground floor.  Call Healy Corp today to find out how. 
Read the entire post here.  

The fatal flaw for most start-ups is marketing

marketing for startups

Photo Credit: {GROW} Schaefer Marketing Solutions.

 

by Merav Chen, {grow} Community Member

When talking to startup founders, I’m always surprised to see how many don’t consider bringing a marketing function on board until a very late stage in the company’s and product’s life cycle. There’s much evidence suggesting that lack of marketing input is one of the main reasons startups fail. And yet …

Why do startups overlook marketing?

There are five reasons start-up chronically overlook marketing until it’s too late.

  1. The Founder’s Angle – many founders come from an engineering background, and they don’t always see the value of marketing. They don’t understand or “speak” marketing– and as a result, they don’t like dealing with it. Someone once told me it’s hard for marketers to converse with developers because it’s tough to explain the concept of a “forest” to someone who sees “tree+tree+tree+tree” (no offense to my developer friends, I’m pretty sure you feel the same way about us marketing people, perhaps even worse).

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Harris Poll ID’s Most Enduring Brands

Did your favorites make the list?   Check out the results of the  2015 Harris Poll EquiTrend study in this article from the Bulldog Reporter’s ‘Daily Dog (original source:  PR Newswire).   Do any of the top choices surprise you?  Who’s not there that you think should be?  Please use the comment form below to let me know.  Thanks. — Sean

Enduring Brands Top 2015 Harris Poll EquiTrend List: Visa, Michelin, Craftsman, Subway, Target and More Take Brand of the Year Honors

Many Top-Ranked Brands Owe Their Success to Connectivity, Study Finds

The brands Americans love say a lot about how they live. In 2015, classic trusted brands increasingly comingle with “connected” Internet brands based on the top brands in the2015 Harris Poll EquiTrend study, an annual study of brands.

Something Old

Twelve brands have been ranked #1 in equity within their respective categories for 5 or more years in a row, and many of these scored in the top 10% of all brands measured in the study in 2015. These brands cover a range of categories, from sandwich shops (Subway), to mass merchandisers (Target), paint (KILZ), to greeting cards (Hallmark).  Read more here…

 

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Why Transparency is Key to Business Success

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.

Transparency is key to business success.  Photo credit:  Dollar Photo Club, Stuart Miles

Transparency is key to business success. Photo credit: Dollar Photo Club, Stuart Miles

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…

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Are You Working with a PR Pro?

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...

 

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Social Media Plays a Role in Boosting Business at Pernod Ricard

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

Photo Credit:  BloombergBusiness

Photo Credit: BloombergBusiness

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

 

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Tech Reporter’s Guide for SXSW

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).

Journalist SXSW 2015

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

 

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Nestle Says it Will Remove Artificial Colors, Flavors from Chocolate

How do you take your chocolate?  With or without artificial colors and flavors?  Consumers will soon have that choice as Nestle commits to removing artificial colors and flavors from its chocolate candy.   Read all about it in this article that appeared in the Bulldog Reporter’s ‘Daily Dog. The article was written by Richard Carufel.   Read it here.   Will this move help or hurt this candy maker?  Please share your thoughts.

February 24, 2015

Sweet PR Move: Nestlé Commits to Removing Artificial Flavors and Colors from All Its Chocolate Candy Products

Brand Becomes First Major U.S. Candy Manufacturer to Make This Commitment

Food-industry marketing and PR have shifted dramatically over the last few years as healthy eating and organic food have become en vogue—and many food companies havecapitalized on that movement by doing overhauls on their own processes and ingredients. Candy maker Nestlé USA is attempting a similar move by announcing last week that it will be removing artificial flavors and FDA-certified colors, like Red 40 and Yellow 5, from all of its chocolate candy products. By the end of 2015, more than 250 products and 10 brands, includingButterfinger, Nestlé Crunch and Baby Ruth candy bars, will be free of artificial flavors and dyes. Products will begin appearing on store shelves by mid-2015, and will be identified by a “No Artificial Flavors or Colors” claim on the packaging.

 

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Video Takes Center Stage

Video is taking center stage these days when it comes to web content.  Take a look at this Advertising Age article (and videos).  Which is your favorite?  Is video content part of your marketing strategy?  Read the article here

Adidas’s Stirring ‘Take It’ Is Crushing the Rest of Web Video

Super Bowl Campaigns Continue to Hang Around

Photo Credit:  Advertising Age

Photo Credit: Advertising Age

Adidas has shot to the top of our weekly Viral Video Chart, which tracks views of campaigns in the week ending each Sunday, as compiled by Visible Measures. The Adidas “Take It” push was helped by star turns from athletes including Messi, Derrick Rose and Caroline Wozniacki, and it crushed any other online campaign within sight.

But Google also made a respectable showing with traditional internet ammo: animals being cute.

And the Super Bowl continued to leave a mark on web video, with Super Bowl-related clips from Nissan, Bud and McDonald’s taking up three slots.

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