» Marketing Mishaps

When Good Bloggers Go Bad: Identifying Bloggers Who Just Want Freebies

In the age of self-publishing, it seems anyone can hang out their writing shingle and label themselves a blogger or editor. But PR pros beware — a small minority of bogus bloggers have crept on the scene. Find out how to suss out unscrupulous bloggers and build meaningful relationships with the right bloggers for your brand.

Is Your Social Media Marketing ‘Expert’ a Phony? Five Ways to Tell.

While for many marketers, the social media world seems like second nature, some long-hesitant brands are just beginning to dip their toes in the social media marketing waters. And with an ever-changing landscape packed with plenty of marketing opportunities – and pitfalls – it’s no surprise that social media marketing consultants are cropping up at lightning speed to help brands sort it all out. With so many talented professionals to work with, how do you separate the cream of the crop from those who are fudging their way through social media marketing? Here are five tell-tale signs that your social media marketing specialist might not be as socially networked online as you thought.

When Twitter Goes Bad: Copenhagen Leak and the Power of the Press

Twitter advice for marketers: focus on press online to really ignite the buzz.

Blog update: moving to a new platform

Folks:

Sorry this blog has been so quiet lately. I'm in the process of moving content to a new blog platform (changing from Typepad to Wordpress). This will allow this space to become more like an online magazine where some content can stay up as a separate page for longer periods, as well as accommodate podcasts and downloads.

One reason for the change is that I plan to begin adding interviews with eco-economy leaders. People who are making it happen at companies that you know and admire, and maybe a few that you've not yet heard from. The format will be a hybrid of reporting and Q&A…and if I get very ambitious, a podcast.

This will be a running series that will help readers see how peers are solving many of the same issues they face. Real companies, real time. My plan is to compile this information along with other research and insight into a book.

So please sit tight and I'll let you know when I'm back up and running. And in the meantime, if you read this but have not signed up for the feed, take a minute to do so. This way I'll be sure to be able to let you know when and where things are back to normal.

Dying Newspapers Leave “Integrity Vacuum”

Okay, "newspapers" and "integrity" in the same sentence may already have you laughing. Let me start by admitting that in recent years, most media outlets have not held to the highest standards of journalism. Political leanings are no longer hidden, and with shrinking staffs true reporting has become rarer than a fedora.

But still, the craft of journalism plays a major role in keeping some level of objective mass messaging in the U.S. and abroad. Let's face it, when the filter is removed between organizations and the public, everything becomes harder to believe.

This week, the Seattle Times closed, and venerable papers across the country are teetering on the edge of the abyss. And it's not just newspapers, Best Life magazine shudders in May what I'm sure will be a series of glossy periodical closures in the next 36 months.

True, this is largely economic fallout, but there's something more afoot: corporate self-publishing. As a PR pro, I've been telling clients to bypass the media for years and communicate directly with consumers. But not until recently has it been so easy: RSS releases with embedded video and links to microsites are our standard form of campaigning these days, not cold-calling media.

True, we still enjoy strong personal relationships with press, especially the lifestyle pubs, and nothing is as powerful as a good hit in a traditional outlet. But as more and more firms begin practicing PR 2.0 tactics, the balance of objectivity will be severely out of whack.

Good PR folks know that overly commercial messages on the Internet are useless. But insidious spin can be even more dangerous, and not just to readers. Nothing will kill a company faster on the Net than dishonesty.

So PR folks turn more to RSS feeds, microsite campaigning, social media PR and even search engine optimization, the entire profession needs to step back and take a long, cool drink of integrity.

This new Wild West of public relations is a dangerous place. In the past, a curt "no thanks" from a journalist only hurt the ego. As we wade directly into the waters of public opinion, the rip tide of objectivity will churn with considerably more power and wrath.

Sperry Top-Sider Tackles “Real Value” for Changing Consumer Landscape

Lately, I've really been harping on aligning your business to fit into what I see as permanent changes to the culture of consumerism in the United States. My last few posts have cited studies and experts that corroborate the view that marketers won't be able to solely appeal to Americans' spend happy ways, that instead each will need to find a way to bring "real value" to the equation.

For many companies, the green movement has provided the context to providing a greater value to consumers. However, while green commitments are important, they are fast becoming status quo and unless its part of your brand DNA (folks like Seventh Generation and Patagonia), it will be hard to use green as lasting platform.

You gotta go with what is most real to you and your target, finding that cross-section of passion that speaks to them in both practical and emotional ways, equally and powerfully.

One company that has quietly affirmed its "real value" is Sperry Top-Sider. (full disclosure: they are a long time client of Cercone Brown & Co). They are making serious moves to bring value to their consumer base.

First, they recently announced a joint effort with the New York Yacht Club (NYYC) to reignited the roots of competitive sailing. Together they will launch a new regatta this fall, the Invitational Cup, that brings sailing back to the early days of the America's Cup. Back when the best amateurs from across the globe competed for bragging rights and the love of the sport, and before such events required sponsorship from the world's largest corporations just to compete. Granted, yacht racing isn't something that most of us can afford to do, but for those that appreciate seamanship, this is a grand and pure stage not seen since in the sport for a long, long time.

And at a time when most are scaling back R&D, Sperry is coming to market with the most technically advanced boat shoe ever created. Called the ASV Collection, anti-shock and vibration, the shoes save the feet, leg and lower back from the severe pounding of waves. Instead of bringing the same-old to market, they have identified a real need and provided a real solution… which is exactly my point about REAL VALUE.

So, to succeed as Americans change their consumer focus, I believe you need to bring more to the table than ever before. Something that's true to your brand, and important to your target. And PLEASE, it doesn't all have to be green focused. Consumers care about green, but we're fully rounded people. We care about a lot of things. For Sperry customers, it's the passion for the sea, and that's what the brand brings (by the way, they also provide a lot of environmental support through Oceana, but just don't wear it on their sleeves.)

Bottom line: Find what hits home, then drive it home. And that's real value.

Best Life Magazine Closes: Sign of the Times

May will be the last issue of Best Life Magazine, the lifestyle alter-ego to Men's Health. Like MH, it was a well-written publication dense with content for the under 40 male. They will be missed.

But let's face it, it's tough to be in style these days. People are closing their wallets. Last year's fashions are looking fine in the closet. Especially when guys are afraid that layoffs are just around the corner. Needless to say, this translates into lower advertising support, and Best Life was a victim of the squeeze.

Too bad. Good guys. Good work. We wish the entire staff good fortune in their next endeavor.

Story Links:

http://blogs.reuters.com/mediafile/2009/03/11/best-life-ends-life/

http://www.marketwatch.com/news/story/rodale-stop-publishing-best-life/story.aspx?guid=%7B304FC5B6-44FC-4A4E-9B19-0B5AFC466644%7D&dist=msr_1

Mafia Wind Energy Plot Foiled

Being an Italian-American, I've watched the Godfather somewhere in the neighborhood of 1.2 million times. In fact, my oldest brother learned the basics of Italian (which he speaks pretty well) from Godfather II. "Cicc', a porta!"

So with the glamorous suit-and-tie Mafia in my head, you can imagine my surprise to hear the latest Mafia plot to invest in wind power in Sicily. INVEST. Not steal. Not intimidate. Not even to extort… To invest.

Acccording to the Associated Press: Italian police on Tuesday arrested mobsters, businessmen and local politicians who allegedly used corrupt practices and bribes to gain control of a project to build wind farms in Sicily.

Operation "Aeolus," named after the ancient Greek god of winds, netted eight suspects, arrested in the Trapani area of western Sicily, as well as in Salerno on the Italian mainland and in the northern city of Trento.

Police in Trapani said the local Mafia bribed city officials in nearby Mazara del Vallo so the town would invest in wind farms to produce energy.

So Mafia muscle is now used to get in the front of the line to invest in clean energy. Can you imagine? If this isn't a sign of changing times, what is?

Next, we'll hear the the Mob will is no longer in the "sanitation" business, opting instead for a back-room interest in American Girl (why else would that store be so impervious to recession?)

I guess clean energy is truly an offer we can't refuse.

Three Rules to Getting Ink in a Down Economy

Just posted an entry on my company blog I thought readers here may be interested in. It's specific advice on how to make media relations in traditional outlets more effective. To read it, just visit: www.cerconebrown.com/blog.

Enjoy.

Making Sense of Word of Mouth, Part 3: “Grassroots”

Unlike its look-at-me cousin The Stunt, grassroots marketing is, like the name implies, under the surface. It is an effort that is seeded, nurtured and grown. And if cared for, it spreads roots throughout your target community that will endure for years.

A good example of a successful grassroots program is Boston’s Harpoon Brewery. Every Wednesday night during the summer, Harpoon sponsors a mountain bike ride. Very simply, the brewer reaches out to mountain bikers through bike shops and local clubs. They post the schedule in the local dirt rags, burrito shops and coffee joints. And every Wednesday, without fail, they greet riders at the end of the dusty trail with cold, frothing mugs of Harpoon Ale. And there’s nothing like creating brand loyalty like the well-timed ale.

The result? In their most important market, Harpoon enjoys a fierce loyalty of 20-something, adventurous outdoor types…and perhaps more importantly, those that want others the think if them as adventurous, outdoor types. In short, premium beer drinkers.

As simple as Harpoon’s grassroots program is, it is effective because they follow the Three Laws of Successful Grassroots Marketing:

1. Keep It Simple: Grassroots programs need longevity. The best are ones that can be gently nudged from the nest, and then take flight on their own. If it’s too complicated, chances are it won’t catch on.

2. Appeal to What Is Important to Your Customer, Not You: Grassroots isn’t about a sales pitch. Don’t push yourself too hard. Trust me, people will make the connection to your wares. Instead, provide something of true value, even entertainment, to your customers. If it isn’t real, it will never work.

3. Muster the Courage to Believe in What You Do: You need to really believe in your grassroots efforts for a couple of reasons. First, authenticity. If you don’t believe in it, people will sniff you out like a dog smells fear. Your program will reek of half-baked intentions, and you’ll do more harm than good. And just as important: you need to believe in the program, because metrics are hard to come by. For Harpoon, it’s difficult to tell how many beers they sold because of their Wednesday rides. Sure, they could ask for folks to complete a survey, but talk about breaking the mood. Instead, they believed in their beer and their beer drinkers. And the rest seemed to take care of itself.

Be patient. Like a fine crafted beer, you can’t rush it. Grassroots programs need time to ferment, to come together. And just like that cold one at the end of a long, hard ride, all the work is well worth the results.

Speaking of a cold one, it’s just about 5:30 …

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