Marketing with a Purpose: The Summer of Lebron
As a marketer, I tend to examine the marketing aspect of things in popular culture. If something’s going on in the world, odds are I find a marketing angle. I can’t help it, it’s habit.
For example: I’m a huge sports fan. This has been a GREAT summer for fans of sports. The World Cup, a Celtics-Lakers NBA Finals, and-of course-the Summer of Lebron.
If you follow professional basketball ( at all) you know Lebron James, the reigning two-time MVP and consensus best basketball player on the planet, became a free agent this summer,. He can write his own ticket, and go anywhere to play basketball.
About six teams have a legitimite shot at landing him, and wherever he decides to go will alter the course of professional basketball for AT LEAST the next 10 years. Each of the teams courting him offers something unique: good weather (Miami), an opportunity to win immediately (Chicago), or superduperstardom and the chance to become a billionaire (New York).
At stake are millions of dollars in taxable revenue for the city which lands Lebron. The media frenzy is so great there’s actually more NBA buzz during the offseason than during the actual season. Has that ever happened before? (Checking)….no, no it hasn’t.
On Tuesday we learned Lebron was even given his own 1-hour TV special on ESPN tonight to announce his decision. And, predictably, advertisers are lining up to buy commercial time during that hour. LeBron stands to make even more millions off of this shrewd business move, right?
Wrong!
Right after news of the TV special was released, Lebron announced he would donateg 100% of the advertising revenue to the Boys & Girls Clubs of America. James was smart enough to understand both the impact he could make while the eyes of the world were upon him, as well as the positive goodwill the act would generate. And that’s what fascinates me as marketer.
Is LeBron James enjoying the spotlight? Yes. Is he milking it for all it’s worth? Definitely. Is he coming dangerously close to narcissism? Apparently.
But is he a brilliant brand manager? Without a doubt.
Insert Clever Title Here
Something very, very bad happened today. I got writer’s block.
For someone who earns her living, and genuinely enjoys the process of writing, this is a bad thing. For me, it isn’t necessarily a total lack of ideas, but a lack of good ideas. I saw a thousand roads before me, all leading absolutely nowhere.
For a while, I sat and fumed at my computer. I did some research, thinking it might help unclog my brain. It didn’t. Finally I got desperate enough to Google “how to beat writer’s block.” I came across this excellent page of suggestions, and slowly but surely, the block began to thaw. I started doing some mindmapping, an activity which in the past I’ve always found useless, but in this case, visually organizing my thoughts helped tremendously.
Lorraine came along and we stood on our patio, discussing other possible approaches to take. I switched the project from third person to first, and gave myself permission to write badly. I sat down and began to bang out copy. As I did, I realized overcoming writer’s block isn’t about coming up with a brilliant and revolutionary new idea. Sometimes it’s as simple as sitting your butt in the chair and getting something on paper.
Do I like what I wrote? Not really. But I’m proud I could at least unblock myself enough to get a starting point. Tomorrow I intend to come in and demolish the piece, hopefully coming up with something I do love. But now I’ll be prepared when writer’s block strikes again without warning.
Are You a Spin Doctor?
This morning I read an interesting article by a social media expert Jason Falls. The article examined the evolution of the public relations industry as corporations and well-intended employees/advocates spin news stories and stretch the truth in order to present themselves in the best possible light.
Now, let me start by saying, I am NO public relations expert (thank God for Allison), but Jason’s thought-provoking comments gave me new insight into how complex the “truth” can be. For example he told the story of a PR professional who he greatly respects blamed a problem on a cause almost totally unrelated to the issue. Here’s an excerpt:
“When my friend and noble public relations professional Geoff Livingston recently told us (or more likely repeated an assertion that) fried chicken causes breast cancer, I shook my head at another unfortunate and unsuspecting victim of good spin doctoring. For the record, obesity is frequently a predictive factor in breast cancer, not eating fried chicken. If someone eats too much fried chicken, they may very well become obese, but the person’s inability to eat in moderation is to blame, not the chicken. Geoff’s assertion is akin to saying Apple, Microsoft, Cisco and Dell cause Internet porn.”
I feel like I see this kind of thing all the time. Any time a tragedy or problem occurs, what’s the first thing we do? Place blame. Identify a scapegoat. Find a culprit (or make one up).
Toward the end of the article, Jason goes on to ask the reader to look within and think about how they digest the information presented to them:
“But what happened to us as a society that we’re so apt and willing to believe a one-sided story? When did self-directed decision-making leave our conscious?
Did ‘good’ PR kill good PR? Is our ADD society producing droves of drones who’d rather accept the common thread rather than raise a hand and ask questions? Will the consumer-based marketplace reverse the trend or will the socially-adept extremes dictate popular belief?”
The article definitely made me think about how I viewed the news. I can be honest enough with myself to know I constantly jump to conclusions. What do you think? Does the emergence of social media dictate that the old methods of “spin” are extinct? Is Jason right? How far can you stretch the truth before it snaps?
To read the full article (which I highly recommend), click here.
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Side note: I first heard Jason Falls speak at a Confluence event in Indy last summer. He is as interesting in person as he is in print. If you are looking for a chance to hear him, he will be back in town for BlogIndiana later this summer.
Revenge of the Little Blue Bird
By now most of you have heard something about an oil spill in the Gulf Coast. The spill, one belonging to British Petroleum, has been a PR disaster for the company. A few days ago, Lorraine wrote a post displaying some of the “redone” BP logos angry folks had designed, spurred on by Greenpeace.
While that is certainly a creative way to lambaste BP, I found another outlet one dissatisfied opponent of BP’s crisis 
management has decided to utilize: Twitter.
Fans of PR news will be familiar with BPGlobalPR, a fake Twitter account that has been set up to mock BP’s response to the oil spill. As one article on Time Magazine’s website states:
BPGlobalPR, a fake Twitter account that apparently went live a week ago today, is now being regularly updated with messages that mock BP’s response to the ongoing oil spill in the Gulf of Mexico. Poking fun at everything from the firm’s corporate profits to its ongoing struggles in shutting off the oil stream, BPGlobalPR has already attracted more than 25,000 followers. And the number keeps ticking upwards.
Tweets from the account range from poignant to hilarious, for instance:
- I’ve gotta say, at night the gulf really doesn’t look that bad.
- A bird just stole my sandwich! You deserve everything you get, nature!!!
- Feeling down? Why not take a long drive and blow off some steam?
- Lots of people blaming this on Bush or Obama. Pph, we wish.
- The truth is Presidents don’t have any control over what we do.
What do you think about they way social media is being used to criticize BP? Is this a sign of things to come? Will other companies face the same fate if they disappoint their customers and the general public?
And what, if any response should BP take?
Four Visibility Strategies Which Work On and Off Line
As a marketing firm serving the small business community, our clients rely on us to develop cost effective marketing strategies. Those strategies rarely include advertising, relying instead on effective PR campaigns to deliver the key messages.
With the explosion of internet news services it is easier then ever to get messages into the marketplace. Off line, my small business clients want to be featured in the IBJ or Indy Star. On-line they want the first position on a Google search. While the outlets have changed, the tactics for on and off line media are very similar.
For example, here are four strategies which work on and off line.
- Buy Advertising – Advertising is a good way to start the ball rolling and introduce your brand, but advertisements will never have the credibility of editorial content so you will need to offer more eventually. On-line only 10% of traffic will ever come through an advertisement
- Relevant Content – Send press releases with new or information on hot issues, and on-line review your copy verifying it contains key words
- Frequent Updates – Off line I refer to this as the drip theory; sending small updates to local media so they know what is going on in your business, and have the perception you are a dynamic firm. On-line frequent blog posts or updates to your site let Google know your site is worth visiting on a regular basis moving you up in the rankings
- Create Links – In the off-line world this involves staying connected to other businesses who serve your client. In the on-line world there are many ways to build links to your site including asking your friends and associates to connect to you in exchange for a connection to them or posting content on relevant sites or simply distributing press releases through on-line news sources.
Want to learn more? Sign up for our PR on a Shoe String or one of our other on-line education programs
The programs are FREE and include discussions on Marketing, Business Planning, Web design, and PR/Social Media Each program includes emails, blog posts, worksheets and the occasional podcast or video. Enroll in one today!
The Internet Makes PR More Challenging and More Effective
PR used to be an easy gig.
- Step One – Write a press release, educational article or case study
- Step Two – Submit it to a list of reporters in your targeted media
- Step Three – Collect the clippings and start over
But as newspapers struggle to find advertisers, the amount of content shrinks. As a result, especially here in Indy, fewer and fewer stories are featured in the print version of the publications. In an interesting article in Web Designer Depot, the author suggested that the iPad may very well be the last nail in the coffin of traditional media.
While I am not sure printed publications will disappear completely, I do believe they comprise a smaller and smaller piece of the news picture. As a result, when I work with small businesses to develop PR strategies, I have shifted the majority of my efforts away from traditional printed media, to on-line venues. I believe the ability to leverage the on-line media exposure is much greater then what you can do with a single article in a printed publication. Why? Because once a story runs in the paper, the best you can do is cut it out and hang it on your wall. In contrast once you are featured on-line you can post segments on your blog, link to the original article from your blog. In addition, you can post comments on social media platforms ( Twitter, Facebook, and LinkedIn) and include the links in your newsletters to clients and prospects.
The benefits of online PR expand beyond just the coverage. When used properly, it becomes SEO fuel for your website too!
Roundpeg On-Line Education for Small Business Owners
Most small business owners will admit they have a lot to learn about business planning, marketing, web design, social media, pr and networking. However, with the day in, day out challenges of running a business, there isn’t really time to take off for a seminar. And when you do, there is always so much information to digest and act upon.
I know this is true, because I run a small business.
So I have developed a series of FREE on-line courses on Marketing, Business Planning, Web design, and PR/Social Media Each program includes emails, blog posts, worksheets and the occasional podcast or video.
Sample Press Releases
At Roundpeg, we distribute hundreds of press releases each month to both local and national media outlets. How does a small firm turn out so many news stories? It is easy when you realize most press releases are relatively simple; just a few paragraphs, designed to whet the appetite of the writer.
Here are a few examples of typical press releases you can use as a starting point for your own release. substitute a few details about your firm, and you are well on your way to completing your release.
- New Hire Press Release
- Sample Press Release: New Product
- Press Release Sample: Special Event
- Press Release Example: Award
Want to learn more about the Art of PR? Sign up for our FREE on-line program: ”PR on a Shoestring”. Simply complete the form today!
If you hold an event and no one comes, is it still an event?
Small business owners often consider running a special event as a way of introducing their business to prospective clients. They hope the event will generate PR and create BUZZ. Our new intern Allison Carter shares some thoughts on how to structure the event to attract the attention of both the media and the community.
By Allison Carter:
Holding an event is a great way to raise your profile in your community. It gets your name out there, and lets you meet face-to-face with potential customers and share your expertise. But even the best event in the world won’t help you if no one attends! So here are a few questions to ask yourself when planning your event:
- Who am I trying to attract? Am I trying to gain new customers from the community at large, strengthen my relationships with existing customers, to network with other businesses?
- Is my event interesting or important? Is it relevant to the people that I want to come to my event, and geared to their level of knowledge?
- Am I going to charge for the event? If so, is this something that people would actually pay for?
- What is the best way to communicate with my audience? Do they read the newspaper? Do they Tweet? Do I have an email database of potentially interested people? Meet your audience where they feel most comfortable.
If you answer these questions honestly, know your audience, and truly have something interesting and unique to share with the community, you’ll find people lined up out the door for your event.
Lunch and Learn with PinpointMultimedia
My good friend Dave Anderson has asked me to be part of his Lunch and Learn program next week. The topic is social media, and I will be sharing the panel with some of my favorite local social media experts; Colin Clark, Dave Anderson and Michael Reynolds.
The event will be from 11:30 – 1:00 on December 2nd, at the Fox and Hound on 82nd Street in the Castleton Area. There is no cost to attend the informal event, but RSVP’s are requested since space is limited.
Hope to see you there, for what is sure to be a lively conversation!
