Job well done, Groupon!

When it comes to risk-taking, I’m like the majority of people—somewhere in between a loose cannon and a scared-y cat.  But according to the email offers I receive from Groupon, Livingsocial, and Yipit, I’m a daredevil! Well, almost..more like an aspiring daredevil.

I was browsing my personal email account and a promotion from one of my favorite coupon sites came through my inbox —Groupon offered a limited-time skydiving deal in South Boston for 39% off. Normally skydiving is not something that crosses my mind. In fact, anytime I hear that someone has embarked on this adventure I automatically think they’re slightly crazy. Today is different. Today, I want to go skydiving! You might be asking what ignited my excitement over this email.  The answer is: Groupon’s online marketing campaign.

Discount sites are becoming more and more popular among consumers because of their strategic marketing.  Their campaigns zero in on targeting bargain shoppers and thrill seekers alike. The frequency of deals and ease with which a consumer can purchase them keeps people coming back for more. With just a few clicks here and there customers are able to get quality deals. Getting a skydiving coupon in the mail just doesn’t have the same appeal as browsing the deal online. Tracking the number of people who have purchased the deal and watching the timer tick as it counts down till closing period causes me to be intrigued with what they’re offering.  The sense of urgency coupled with the exposure of the deal’s popularity is the perfect recipe to get buyers like me engaged.

Since 2008, Groupon has continued to grow at a fast pace. At the end of 2013, the service reportedly had 41 million customers, and trends suggest that Groupon’s popularity will continue to soar.  Whether or not I’m going to purchase this skydiving deal is still up in the air. I can say however that I sent this deal to multiple friends of mine, so whether I purchase it or not, the promotion still grabbed my attention. Job well done, Groupon! Your marketing campaign drew some new customers to your website—and to skydiving.

Marketing After a Tragedy

There seems to be a steady stream of tragedies across the US in recent months, reminding us that we live in a complicated world – to say the least. However, with these somber tragedies came brilliant signs of hope and unity, some of which was reflected in the media. People turned to social media and advertising to get their message out. One of the main questions I find myself asking is: As a business owner, how do you help those in need and initiate community outreach without seeming like you are trying to capitalize on misfortune?

In my opinion, this is all about common sense. I have seen local bars and restaurants designating a day where a percentage of their sales will go to the One Fund Boston. Dunkin Donuts gives their customers a chance to donate when buying their morning coffee. There are even other businesses promising that for every Facebook “like” their page receives in the month of May, they will donate $5 to the same charity. Bravo for these local businesses. These are great ways to offer the kind of support that our beloved Boston needs, while still building excellent brand loyalty.

With success stories, though, come missteps as well. Epicurious, a culinary website, took to social media in a completely inappropriate and insensitive manner tweeting “Boston, our hearts are with you. Here’s a bowl of breakfast energy we could all use to start today”.  Talk about belittling tragedy!

 

Ford has also been the focus of some ridicule due to their “thank you” to Boston first responders. The company posted a picture of two different Ford vehicles with the text “To the first responders of Boston: Thank you. You are true American heroes”. Many have argued that the images of the Ford cars provide little to no value to the image and that it was a shameless attempt of promoting the Ford brand. I have to say that I agree, I think that a simple status update or Twitter post would have sufficed, the not so subtle images were overkill and in my opinion, Ford wasn’t fooling anybody.

 

Managing Director of Edelman Digital Dave Armano recently posted a guide on branding after tragedy strikes. He wrote this after the devastating events at Sandy Hook elementary school back in December. This is a great tool for businesses and marketing consultants to become familiar with. It addresses the point that even in the midst of devastation, professionals still have businesses to run and this helps them not only do just that, but express their sorrow and offer value to the broken communities. It advises business owners to help when you can and stay silent when you should. Social media can come across as insensitive if timing and tone are not well thought out. Companies must evaluate the message they put out there to make sure it could not be misinterpreted.

What someone chooses to post, or even not post, can influence the public enormously. During that Marathon Monday afternoon, it was through social media that people were able to keep up to date on the unraveling events. The FBI encouraged us to get the images of the suspects out to the public via social media so that they could identify these men as soon as possible.  The very next day, they were urging us not to post too much for fear that the suspects would have an inside look at the investigation. With all of that being said, it is a true testament to how prevalent social media has become in the past years. It is also a reminder about how social media should not be taken lightly: it can be what makes or breaks your reputation and your company’s brand during a time of need.

A Newcomer’s Take On What it Means To Be #BostonStrong

There are many things that a person can accomplish within 90 days, like: lose weight, train for a race, finish a semester, or see the seasons change.  Ninety days, however, does not seem like an adequate amount of time to comprehend and understand what it means to be a part of Boston, MA.  It just does not seem plausible that a transplant would be able to truly absorb the culture of his or her new home town in a measly 90-day time span, right? After this week, I would argue that it is.

I have lived in Boston for 90 days—and if there were ever a time for a newcomer to witness the true colors of Boston, its people and its essence, it’s now. 

As someone who was raised in Cleveland and lived in Chicago for 7 years, this is truly my first time experiencing life on the East Coast.   There are many attractive things about Boston to me– from the waterfront, to the sports teams and the strong ties that Boston has to America’s infancy. Yet, one of the most attractive things to me, for professional reasons, is the city’s close proximity to the finest news sources that our country has to offer.  Boston is truly a great place for a Midwestern PR gal to plant some roots.

  While it has just been a short time since those seeds have been planted and began to sprout, it is the character of the city that was revealed in the past week has really shown me what it means to be a Bostonian.  Some argue that cities are living entities that have personalities and characteristics making them each unique.  With that argument in mind– If I could create a marketing tagline to describe what Boston has uniquely demonstrated, it would be: Boston: United as one, divided by none.

As a PR professional, most of the day is spent searching for a story, searching for creative ideas, and always searching for positivity in clients’ messages.   This past week however, it was a challenge to stay positive. As for creativity, it was stifled underneath sadness and confusion—and the story? Well, there was only one story that we could all focus on.

Through it all, reporters were communicating through social media directly to athletes, families, and law enforcement in an effort to spread the word. All of the retweets, and Instagram photos and Facebook posts were done with the pursuit of justice at the forefront.  It was Boston’s united front and open communication that ensured that the goal would be accomplished.

For a person new to Boston, hearing the phrase “Boston Strong” might not mean anything unless this past week was lived and witness first-hand.  “Outsiders” always imagine certain criteria when thinking of Boston, whether it is lobsters, or the accents, or Neil Diamond’s ‘Sweet Caroline’.  But clearly this is a city that has far more depth than the stereotypes offer. For me, the only thing that comes to mind when thinking about being a Bostonian—is pride.

As for my former hometown of Chicago—bravo to you! The media really focused on what was important through all of this— communicating that Americans will not be separated in times of need. The writers at the Chicago Tribune used the power of the press to demonstrate solidarity. Thank you sweet Chicago. So this week and every week at EZG, we will continue to find the positivity, keep our creativity sparked, and move forward, just as our town of Boston has.

Adidas: All Day I Dream About Sales

March Madness has come to an end with the Louisville Cardinals being crowned the Men’s NCAA Division 1 champions. But almost two weeks ago the spirit of the team was crushed when sophomore stand out Kevin Ware suffered a gruesome compound fracture to his right tibia on live television. If you were fortunate enough to miss that game you were spared the unexpected gross factor, but social media outlets like Twitter (#PrayForWare) and YouTube quickly got you caught up to speed.

CBS – the network that was broadcasting the game – acknowledged the severity and sensitivity of this injury and chose to limit the amount of times they replayed the incident. Instead, they took to airing the reactions of fellow teammates, the competing Duke team, and the expressions of those in the arena. I truly give CBS kudos for their tasteful actions.

However, not everyone involved in “March Madness” acted with such class. Almost immediately after Ware’s injury, Adidas – which is the University of Louisville’s athletic sponsor – created a T-shirt sporting their new slogan “Rise to the Occasion.” The problem? The “S” in “Rise” was the same font and color of Louisville’s #5, Kevin Ware’s jersey number. Adidas saw the endless amounts of prayers, well wishes, and support from fans, fellow Universities, and even NBA players, and so they decided to capitalize on the situation. They directly played on the emotions of the consumers who were supporting the student-athlete, and used that player’s injury to make a buck.

For $24.99 consumers were able to purchase the t-shirt (until recently when Adidas pulled the t-shirt from sales). What makes this marketing fiasco even more of a hot topic is the constant discussions of whether or not college athletes should be paid. I personally do not think student-athletes should be compensated. You choose to play a sport, you choose to go to a big time school, and if you’re a great player you go into that University knowing that your school will profit off of your success. I personally believe student-athletes and their schools use each other to better themselves. The school provides the platform for you to be seen, bettering your chances of playing professionally, and in return they market your legacy to attract revenue and recruit new students.

The issue that I have with Adidas is that Kevin Ware wasn’t the all-star player on Louisville’s roster. He became famous because of his injury, and to profit off of his misfortune is distasteful to say the least. His injury was used by a multibillion dollar company for marketing, and the NCAA as well as Louisville stood idly by instead of protecting their student-athlete from exploitation.

Kevin Ware’s basketball future seems uncertain. To come back from such an extreme injury will take time, dedication, and support from those around him. My hope is that the school and the NCAA remember that this is a young man who may go pro at something other than sports, so it is important for them to support him on and off the court.

Humility, Not Winning, Will Take Care of Everything

It was over three years ago when Tiger Woods, the number one player in the world, considered by many as the greatest who has ever played the game of golf, and a role model, fell from grace through a series of self-inflicted, personal indiscretions.

There he was, in December 2009, the great and powerful Eldrick Woods, one of the most recognized people on earth according to many well respected consumer surveys, on the “world’s” stage, with his mother, Kultida, in tow, tearful, requesting forgiveness, looking ashamed and embarrassed, bearing his soul about his personal failings.  The universe watched as Tiger fell precipitously from global sports icon to universal pariah in a blink of a lie.  I now wonder why Red Bull, with its penchant for sponsoring falling objects didn’t sign up with Tiger right there and then as Woods’ descent, like “Felix the Spaceman,” was truly supersonic.  Even Nike, Tiger’s largest and most loyal endorsement partner, a brand that never shies away from controversy but instead embraces it, was nowhere to be found on that day as Tiger was “swoosh less” at the microphone.

The apology tour had begun.  Tiger Woods apologized, repeatedly, for days, weeks, and months.  He asked the world for privacy and patience.  He asked the globe for forgiveness. He asked the universe for a second chance; however, people all over still had questions.  Were we willing to hear him out, accept his apology, and grant him a second chance?  Would we ever be able to watch Tiger play golf again without thinking about the personal fiasco he created?  I believe the world responded with one giant…“let’s wait and see.”  So, we did.

We waited to see if he would take care of Elin Nordegren, and he did.  Who knows if one can ever overcome what she’s gone through, but $750 million seems to be a good place to start to soften the agony that she’s been put through.  Their relationship today, from the outside looking in, seems to be cordial.  We waited to see if he’d take care of his kids, daughter Sam and son Charlie, and it appears that he has.  But even the intensely private Woods won’t be able to keep Sam and Charlie away from “Googling” the events of 2009 and viewing the millions of stories that have been written as a result.

And finally, after three years of reputation rehab, the world watched to see if he’d take care of his golf game.  It appears that he has.  He’s back on top, returning to the number one spot n the world, with three tour wins this year, and six titles in the last six months.  The clutch putts are falling once again, the fist pumps and big smiles have returned, the red Sunday swoosh is all ablaze, and ugly memories of the past have faded to the background.  Finally, Tiger has climbed back to the top of the Matterhorn.  Even skiing superstar Lindsay Vonn is alongside to help him with this summit, as he chases his elusive 15th major.

But what do we get in return for holding up our end of the bargain by giving Tiger a second chance?  After all of this – after his warp speed trip from the top of the world, to the abyss, and now back?  What do we get from this man and his most loyal “be swooshed” bedfellow in Nike?  We get:

Now I know I’m falling into the trap that Nike has set for me – guilty as charged.  They’ve trapped me into talking, blogging and tweeting about their “risky and controversial” new ad campaign with Mr. Woods.  I’m jumping all the way in.  So as I do, I have to ask, on behalf of all everyone who has reentered into a contract with Tiger after he so repeatedly asked for our patience, forgiveness, and time three years ago.

“Does it, Tiger?  Does it really?  Does winning take care of everything?”  I ask Tiger directly – not his representatives at Excel Sports Marketing, and not Nike.  I want to hear it straight from Tiger’s lips.  Obviously this is a direct quote.  “Tiger…the world wants to know if you actually believe that winning truly takes care of everything?”  Will someone at the Golf Channel please step up and ask this same question?  Maybe you have should have run this quote by Elin, Charlie or Sam.  I wonder what they think about this ad?  What about your Mom, Tiger?  What does she think about this new campaign?  Finally, what about us, Tiger?  I guess we didn’t “wait and see” long enough.

Nike and Tiger have blown this one.  The first rule in advertising and public relations is to know your audience.  In this case, the audience happens to be a little group of people who make up the world!  Hello…knock…knock!  Is anyone home?  Why are billions of potential Nike customers now being reminded that three years ago we really didn’t like you?  The second rule in advertising is never to bring up the elephant in the room once it has left.  Why conjure up the ghost of scandals past and remind the consumer the full circle Tiger has drawn.  The third rule is to follow the first two rules.

If Tiger and Nike were represented by Ebben Zall Group, we would have recommended a strategy of humility and gratefulness in his current Nike campaign, speaking especially to people (like myself) who have indeed given him the compassion, patience, and apology acceptance that he so tearfully asked for just three years ago.  We would’ve advocated for self-effacement and modesty, not swagger and cockiness, from Tiger (and for him to partake in a history lesson too).

But instead, we’re in search for that same contrite Tiger Woods who now seems to be missing in action, literally, until he saunters up Magnolia Drive next week.  Where is that person who was so humbled by his mistakes?  My guess is that he’s been there all along.  In the meantime, I believe Woods, as a result of this advertising decision or lack thereof, has unfortunately stunted the growth of his recovering brand, and at the same time, diminished whatever reservoir of compassion that he had recovered in my eyes and the eyes of a few billion of my friends.

So no, Tiger, we don’t agree.  Winning doesn’t take care of everything.  Humility does.  We can only hope that someday we’ll see some from you.

Hedge and PE fund marketing unchained?

Financial services marketing breaks free. Yes, it looks just like this.

Let’s talk “new territory.”  For all the ambiguity and trepidation around financial services marketing, players in regulated industries are finally getting a handle on which communications tools can be most effective.  But wait – just when you thought it was safe to go back in the water, we’re now looking down the tunnel at the oncoming train of loosened restrictions for hedge and private equity funds.

These high powered entities have always been limited in their capacity to market themselves, but the Jumpstart Our Business Startups Act (JOBS Act) will change all that.  After a frustrating waiting period, the Act is on the short list of approvals for new SEC chief Mary Jo White, who plans to make the JOBS Act one of her early priorities as she takes the helm.

When the ball starts rolling, hedge funds and private equity leaders will be able to market directly to their pool of investors.  For many, that means institutional investors, but some firms are getting the jump on things by lowering their barrier to entry so that individual accredited investors can get on board.  Carlyle Group is leading the pack, dropping the minimum investment to $50,000 for some funds, while Blackstone and KKR are taking similar measures.

Douglas MacLean, an EZG friend and colleague with Armor Compliance, has been watching the trend materialize and believes that the new law could mark a turning point for smaller firms, as well.  He points out that the current rules and regulations governing hedge and private equity funds are subject to interpretation; smaller funds that were constricted in their marketing efforts for compliance reasons have been competing at a disadvantage.  The JOBS Act will create a level playing field, and private funds that want to advertise will know the rules of the road.

We see two clear implications for two different audiences:

1. Hedge funds and private equity firms that are smart and swift in getting their message out will win.  Regardless of how long they may have been in business, the JOBS Act creates a new first-to-market game that will allow some leapfrogging in the marketplace.  I’m not proposing we’ve reached a “go loud or go home” inflection point, but firms that stay behind the curtain are likely to lose market- and mind-share in the coming years.
2. Financial advisors are going to be faced with more noise, more questions from clients, and more decisions to make. As marketing messages start to reach individual investors, their financial representatives will need to be educated on which funds are the right fit and which may distract clients from their investment goals.

Whichever side of the equation you’re on, this will be a fascinating marketing adjustment for financial services.  The trick will be getting in front of the message while keeping transparency top of mind for the sake of investors.  The game is afoot!

Valentine’s Day is Over

It’s almost my favorite time of year again. Time to put on my hat and jersey, walk down Lansdowne Street and Yawkey Way and arrive at one of my favorite places on Earth. Fenway Park. There is something about being there for the first time of the season. It happens the same way every season for me. As I make my way underground, I take in all the familiar smells, hot dogs, popcorn and beer. I fight through the foot traffic frantically trying to find the entrance to my section, bumping the shoulders of other excited fans. Then it happens, the moment I’ve been waiting for, I walk up that hill and get my first glimpse of the field. Goosebumps.

It’s truly amazing how brand strength supports a troubled product, and nowhere is this easier to see than in sports.  The nostalgia, the association with (or hope for) victory, and the constant connection with history and a city make us forget transgressions every Spring.

The Red Sox certainly stepped up their branding game this winter.  After the debacle of Bobby Valentine and a failure in spirit and in the standings, the announcement of a new manager was followed by almost weekly interviews, town hall meetings, and a barrage of media exposure meant to make John Farrell the symbol of serenity for the franchise.

It was over the top, but it wasn’t a wasted effort.  The gesture put new images in our minds — new brand associations that would slowly override the painful failures of 2011 and 2012.

Of course, let’s face it: the Red Sox could survive with even less effort.  Fenway Park holds 37,495 people and even more memories for me. It’s where my Dad would take me as a kid. Where we would easily be the loudest cheering fans every time Nomar Garciaparra hit a homerun. It’s where I had my first date with my husband and where we took our engagement photos years later. Fenway Park has become a second home for me, even when the Sox are below a .500 average for the season and have lost their fifth straight game, I always seem to have a bit of extra faith when I’m sitting in those extra tiny seats.

As a fan, I personally can’t wait for the season to start, so that – yet again – we have a chance at a fresh start. To my dear Red Sox, we all have our hopes up. We are all watching your every move and listening to your every word. Please don’t take advantage of this fresh start! 2013 could be our year… no pressure.

 

Hack-a-thon: Burger King and Jeep Edition

As we individuals in the social media atmosphere know, last week two major companies had their Twitter accounts hacked by an anonymous user. On Monday, Burger King was the first to fall victim of the hacking spree, only to be followed by Jeep on Tuesday.  You don’t have to be in PR to know that this was a very bad thing to happen. While most tweets issued by the hacker were comical and provided a few chuckles (i.e.: “we just got sold to McDonalds”, and “If I catch you at Wendy’s we’re fightin”), a lot of the tweets issued by BK and Jeep were obscene and caused some negative attention for the brands’ images.

When BK finally regained access to their account, they immediately updated their profile photo, deleted the imposters tweets, and edited their description which had been changed to “Just got sold to McDonalds because the Whopper flopped” during the hour long frenzy. What they did next was a smart move – they addressed the situation to their followers by issuing this tweet:

But in this case, I have to ask if negative attention is really only negative? Besides everyone talking about their brands, reports show that BK and Jeep gained thousands of followers on Twitter because of the hacking incidents. Although we are sure the two companies would have preferred not to have been hacked, they can’t deny that the incident got them some free publicity! The entire social media world – as well as real time news outlets – was reporting on each brand’s activity as their crisis management teams attempted to gain control back over the accounts.

While Burger King’s account had only been hacked for a little over an hour, the negative – and ultimately positive – damage had been done. And even though Jeep suffered the same social media crisis the next day, it seems like both brands got the last laugh, or chirp, at the end of the day. With thousands of new fans and followers, Burger King and Jeep had a new audience to influence when it came to their next Twitter campaign!

EZG Puts Its Spin on TODAY

What happens when PR meets the TODAY mob?

With the sun nowhere in sight, Ebben Zall Group’s public relations team set out to investigate when the TODAY show took its “Friday Field Trip” to Boston.  We approached the bustle of people, wires, cameras and lights illuminating the center of Faneuil Hall, armed with two blazing yellow EZG signs toting the classic British slogan, “Keep Calm, I’m in PR.” EZG tested its teamwork to get our sign on air, and shared the results with clients, fans and local industry folk on social media.

TODAY tweeted its Boston appearance less than 24 hours before we stepped onto the cobblestone square.  The ever-vigilant team EZG noticed the buzz immediately on social media and decided on a whim to spend Friday morning as part of the cheering crowd.   Arms stretched to the sky raising our signs, team EZG employed a number of tactics to get captured on camera that morning.  From lifting colleagues up on our shoulders (talk about team building!), to dividing-and-conquering the layout of the show’s crowd barriers, plus squeezing into the place of departing fans, we stayed on our toes for more than two hours, laughing all the time.  A cameo by one of our pooches (the oft blogged about Mo) lent moral support.

When not taking our turn as sign holder (for a thankful hand rest), EZG members worked in some PR charm by engaging media members we spotted and posting live updates on Facebook and Twitter.  We also met other Boston public relations pros, who noticed our sign and laughed heartily.  Seems like TODAY was the place to be for our industry.

When the show wrapped, we shared our experience on social media – it’s always entertaining to see how traditional media and social media weave together.  We received a round of great commentary from clients (thank you!), responses from media, and follows from PRSA Boston and Boston.com.

Ebben Zall Group’s mix of team morale and social media savvy made this mini-outing a forum for creativity and camaraderie.  And we thank our clients and colleagues for putting up with our playful side!

Duck Tours for Valentine’s Day: Extend your brand’s season with social media

During the holidays, aisles, checkout counters, even outdoor POP are overwhelmingly filled with holiday goodies. With marketing gimmicks right in your face, it’s almost impossible to walk out of a store right now without snatching up a Valentine’s Day chocolate. But what about when the hustle and bustle of the holiday season has died down and the pop-Halloween store no longer exists…is there still a market for witch costumes and bunny stuffed animals?

There’s no question that seasonal businesses take a hit during the off-season. People get grumpy when a Christmas tune is played too early or upset when Halloween costumes pop up without proper adjustment to Fall. With a small shift in marketing approach and implementing a strong social media strategy, seasonal businesses can coast along till the appropriate season begins.

Word-of-mouth is one of the top ways to increase brand awareness. Social Commerce Today recently reported that 92% of consumers trust recommendations from friends and family above all other forms of advertising. With social media as one of – if not – the top conversation starters between businesses and customers, it is important for seasonal companies to use this tool to leverage campaigns year-round in an effort to attract and engage new and old customers. As social media continues to advance, frequency of customer engagement advances as well. Companies who sit back during the off season lose momentum and, most importantly, business. Forbes explains that “unlike traditional marketing, social media gives brands a chance to interact directly and immediately with their customers,” stressing the importance of communication urgency and consistency.

A prime example of a seasonal company successfully marketing year-round with social media is Boston’s very own Boston Duck Tours. From a quick glance at their Twitter feed, this company is staying up-to -date with relevant news about their industry and engaging with their followers, even in February! Whether it’s off season or in the midst of seasonal buzz…communicate!