We talk a lot here at Dynabrand about the concept of relevancy. In fact, relevance – along with distinction and focus – are the three key elements to building a strong brand image and form the foundation for the PR programs we develop for our clients. I saw a humorous case of overlooking that reality the other day as I was driving to a meeting on yet another scorching-hot summer day. As my fellow Austinites know, we are experiencing the hottest summer on record with nearly 70 days of 100-plus degree temperatures. At the entrance to a local shopping center was an employee of Schlotzky’s, the national deli chain that, incidentally, makes delicious sandwiches, holding up a large promotional sign that read: “GET TOASTY! TRY OUR OVEN-TOASTED SANDWICHES!” “Get Toasty?” On a 102-degree day at the tail-end of a summer-long heat wave that has left us all yearning to do anything but? Now, don't get me wrong. I LOVE Schlotzky's! They're a great, Austin-based company and I want them to earn bread in addition to toasting it! Schlotzky's certainly could have leveraged their differentiated "toasty" positioning to build the brand during the summer time. For example, they could have done a fun Schlotzky's lifestyle survey (with the results sent to the media) about how people nationwide enjoy and stay cool during the toasty temperatures of summer. Or they could have leveraged the news the Austin heat wave has been generating and focused the survey on how Austinites are staying cool during these toasty times. That would have generated some fun, relevant and strategic media coverage for the brand. To motivate your target consumers to action, always make sure that your communications are as relevant as possible.
Showing posts with label Dynabrand. Show all posts
Showing posts with label Dynabrand. Show all posts
Thursday, September 3, 2009
TODAY'S HOT TOPIC: RELEVANCY
We talk a lot here at Dynabrand about the concept of relevancy. In fact, relevance – along with distinction and focus – are the three key elements to building a strong brand image and form the foundation for the PR programs we develop for our clients. I saw a humorous case of overlooking that reality the other day as I was driving to a meeting on yet another scorching-hot summer day. As my fellow Austinites know, we are experiencing the hottest summer on record with nearly 70 days of 100-plus degree temperatures. At the entrance to a local shopping center was an employee of Schlotzky’s, the national deli chain that, incidentally, makes delicious sandwiches, holding up a large promotional sign that read: “GET TOASTY! TRY OUR OVEN-TOASTED SANDWICHES!” “Get Toasty?” On a 102-degree day at the tail-end of a summer-long heat wave that has left us all yearning to do anything but? Now, don't get me wrong. I LOVE Schlotzky's! They're a great, Austin-based company and I want them to earn bread in addition to toasting it! Schlotzky's certainly could have leveraged their differentiated "toasty" positioning to build the brand during the summer time. For example, they could have done a fun Schlotzky's lifestyle survey (with the results sent to the media) about how people nationwide enjoy and stay cool during the toasty temperatures of summer. Or they could have leveraged the news the Austin heat wave has been generating and focused the survey on how Austinites are staying cool during these toasty times. That would have generated some fun, relevant and strategic media coverage for the brand. To motivate your target consumers to action, always make sure that your communications are as relevant as possible.
Sunday, May 17, 2009
THE EARLY BIRD GETS THE STORY
PR people can often get so wrapped up in executing their approved PR plans for clients that they forget how important it is to stay nimble and jump immediately on opportunistic news events. Frankly, this is why all of our media people are broadcast, print and online news junkies. You can’t leverage opportunities if you don’t see them. For example, when a story broke recently on MSNBC about an antibiotic-resistant strain of acne, we jumped on it, recognizing the strategic opportunity it presented for our client, Zeno, which makes a terrific, over-the-counter device that gets rid of pimples within 24 hours for 90% of people. Within hours, we had secured a story on FOX News validating Zeno’s position as an effective option for those suffering from blemishes. Thus far, the segment has run on more than 30 FOX television stations nationwide, including affiliates in seven of the top 10 markets: New York, Chicago, Philadelphia, Boston, Atlanta, Washington, DC and Houston. In all, we were able to reach more than 30 million viewers with Zeno’s efficacy message, while the company’s competitors were nowhere in sight. So, when you’re watching TV or reading the news, think about how that story might be relevant to your company or product and flock to it.
Subscribe to:
Comments (Atom)
