Tag: Research
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| Tia Hejny |
| Social Media and Viral Campaigns |
| 11.05.2009 20:03:20 | |
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Striking a balance between traditional PR and social media can be difficult, but when done correctly it can have viral effects. I have found this to be true as we conclude a highly successful campaign and red carpet event for one of our clients, Goldsmith Co. Jewelers. Pre Campaign: Low brand awareness, low to no online presence with a new web site and blog still under construction. Post Campaign: Multiple prominent blog posts and facebook profiles. A flurry of tweets, broadcast and radio segments and significant print coverage. All attention leading to dramatically increased foot traffic. In the weeklong campaign, thousands of people visited Goldsmith Co. Jewelers.  People waiting inline to get thier free pearl necklace.  The campaign was weeks in the making, beginning with focus groups and participant identification. Partnering with a private consultant, we identified and followed multiple influential social media gurus. We approached each of them individually and offered compelling value. We strategically arranged and framed a red carpet event highlighting Goldsmith Co. Jewelers’ generosity and unique approach to business. The evening consisted of pampering, networking and jewelry education. Each blogger received a beautiful PANDORA bracelet, freshwater pearl necklace, swag bag, jewelry cleaning and plating and amazing food. Supporting images and reference materials were also provided.   Dark yellow PANDORA bracelet. Additionally, each participant received a coupon for a free strand of freshwater pearls ($100 retail value) to give away to their blog, facebook and twitter followers. The pearl coupons and media coverage effectively perpetuated the campaign into a viral model by providing value to both the media and consumer.  Pearls. Our aim was to increase store foot traffic and awareness for PANDORA and Goldsmith Co. Jewelers in preperation for Mother's Day, which we did. We took a balanced two-pronged PR approach. First, we reached out to and facilitated an event for a very influential group of mommy bloggers, tweeters and facebookers. Second, we followed up with a heavy round of traditional PR. This campaign is a great example of how using social and traditional media can help PR professionals achieve success for their clients. Watch for more details, statistics, and coverage links in my next post. Cheers! Tags: bracelets | necklace | freshwater | coupon | free | Goldsmith | Jewelers | jewelry | pearls | media | the press | Twitter | Facebook | Public Relations | Utah | Research | Viral | PR | Marketing Hits: 679 | Read more... |
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| Melissa Flinn |
| The Lemonade Stand |
| 19.07.2008 03:44:29 | |
 Yesterday I played 9 holes Park City Golf Course. Don't worry. This isn't going to be a real golf story. They bore me a little bit too. Anyway, the course runs through a neighborhood in Park City and the summer is really busy for them so the course frequently gets backed up. As we get to the 6th hole, we are waiting for the two groups in front of us. There are two boys that must be about 8 or 9 years old who live in the house by the 6th tee box. They have golf balls and gum for sale. On occasion an extra golf ball would be nice but generally I haven't lost all of my balls by the 6th hole and most people are better golfers than I am so they haven't lost all of theirs yet either. But, by this time I am hot and very thirsty having already finished my first bottle of water. So I asked them if they were selling lemonade. They answered to me, "that is what everyone else keeps asking for." I told them, "if that is what everyone is asking for, don't you think you might sell something if you had what they want?" Both boys looked a little confused but one eventually agreed with me and said they would try lemonade next time saying only, "I guess if that's what people want maybe they would buy something from us." I'm sure he didn't realize how profound this statement was. But maybe today, with a product meeting the needs of their customers, they are having better sales. Tags: Park City | Golf | Lemonade | Research | VOC | Voice of Customer Hits: 1029 | Read more... |
