• Skip to main content
  • Skip to footer

ZB Group

  • Home
  • About
    • Meet Debbie
  • Services
  • Clients
  • Sample Case Studies
    • Natural Skin Care Company
    • Historic Bed and Breakfast
    • Technology Startup
    • Author, Publisher and Radio Host
    • Fortune 100 Consumer Products Company
    • Corporate Training Company
    • Cross-Cultural Communications Company
    • Dental Health Association
    • Health and Wellness Expert
    • International Nonprofit
    • National U.S. Homebuilder
  • Blog
  • Contact

Marketing

August 7, 2012 By Debbie Bayes

Shopping Online, at Stores or Both

A retail store is open for business.You can’t beat shopping online for the convenience it offers busy consumers. However, savvy retailers are now finding ways to integrate their online operations with their brick-and-mortar outlets. The opposite is also true with some online businesses opening physical stores. These changes are giving consumers more opportunities to save time and money along with the advantage of buying exactly what they need.

A recent article by Stephanie Clifford of The New York Times, discussed the growing integration of the online and offline experience offered by retailers so they are profitable while remaining relevant for shoppers. Since the Internet has become an integral part of everyday life it has increased our desire for immediacy. Realizing this fact, Walmart, the Container Store, Sears, Apple, and Nordstrom, allow items purchased online to be picked up at their local outlets. With this option, customers avoid shipping fees and the time incurred between making a purchase and redeeming it.

Transformations affecting retail businesses abound to keep up with consumers’ desires. Those which were online-only for years have augmented their operations with physical outlets and other brands found in mass retail outlets are introducing company-owned stores.

An example of each is below:

The popular Greek-style yogurt, Chobani, which is sold at grocers in the U.S., just opened its first retail location in New York City’s trendy Soho area, stocking items in addition to yogurt and giving the brand its own unique presence.

Athleta, Gap Inc.’s line of stylish athletic wear catering to active time-pressed women, began as a catalogue and online business in 1998. Its first retail store opened in San Francisco last year and then added 20 outlets where classes in yoga, Pilates, running, plus others are offered. Athleta plans to double the number of stores in the near future expanding along with the increasing desire for active woman to remain fit and embrace sports as discussed in this Wall Street Journal story.

Retailers are fulfilling consumers’ desires whenever possible. Whether it’s during a 2 a.m. online search for a little black dress or while browsing at the mall for an espresso machine, factors such as the online and offline shopping experience, the buyers’ values and the products’ features, are all important considerations for today’s marketers.

{Image by londoneye, iStockphoto}

Filed Under: Consumers, Marketing, Retailing Tagged With: Athleta, brands, brick-and-mortar stores, Chobani, Inc., online shopping, retailers, shopping habits, The New York Times, The Wall Street Journal

July 9, 2012 By Debbie Bayes

5 Reasons Media Relations is Effective in Promoting Brands and Services

First off, let’s start with a brief background. Person reading Newsweek on an ipadMainstream news organizations are no longer the gate-keepers of news and information they once were. Consumers interact directly with companies online forming communities and offering both praise and gripes. The popularity of social networking websites, online video, photo sharing sites and blogs now allow people to produce and post news and videos themselves.

News outlets have appeared or taken on many forms to keep relevant. Some were born as internet newspapers and blogs like The Huffington Post , Newsweek merged with The Daily Beast website to stay viable, while others are reinventing themselves and growing their digital capabilities such as Forbes. General interest magazines have created vibrant websites to complement their print editions and this summer, New York magazine is expanding its fashion-focused blog The Cut.

Many large and small news outlets are becoming digital-only platforms ending their print editions entirely such as SmartMoney Magazine and the New York State Hudson Valley Business Journal. One major TV network, FOX Broadcasting Company, has recently launched a new digital lifestyle magazine.

However, even with these transformations, I believe that the practice of media relations which includes designing newsworthy programs and events to pique journalists’ interest in an organization’s products, services, issues or ideas, remains relevant. The skills required to work with professional journalists to help meet their needs are still necessary even as the media outlets and formats change.

What is a placement?

A placement, as used within the context of media relations, is another term for a story or mention about a client arranged by a public relations practitioner but written or produced by professional journalists at print, broadcast or digital media outlets. Unlike an ad, the client does not pay for the space or the airtime given to featuring their product/service/event/issue nor does the client or the PR professional control the final outcome. Two important aspects of a PR practitioner’s job are to understand which journalists and outlets are the right fit for his or her client’s story and then knowing how to craft a pitch accordingly.

Below are 5 ways that placements can help promote brands and services:

  1. Provide credibility. When a brand, service or event is featured within the confines of news outlets inherently trusted by an individual, this is commonly known as third-party editorial endorsement.
  2. Create awareness, understanding and word-of-mouth among consumers both online and offline.
  3. Support and complement other communications campaigns such as advertising, marketing, promotional or social media programs.
  4. Increase SEO for an organization’s website, products and services. Stories that appear in media outlets will also appear in Internet search engines as part of an organic search. This helps provide inbound links to a company’s website.
  5. Provide interesting content. News and feature stories can be linked to on social networking websites such as Facebook, Twitter, LinkedIn, YouTube and others to showcase news about a company. They in turn may be re-tweeted, emailed, viewed and “Liked” by many other friends and followers.

A future post will discuss tips for obtaining effective media placement results. Please stay tuned.

{Image by Yunus Arakon, iStockphoto}

 

Filed Under: Marketing, Media, Public Relations Tagged With: digital media, Forbes, FOX, media relations, New York magazine, Newsweek, promoting brands and services, Talking Biz News, The Huffington Post, traditional media

April 23, 2012 By Debbie Bayes

Foster Connections for Positive Business Results

people connecting
“©iStockphoto.com/Jacob Wackerhausen

Helping people to connect is something I’ve always enjoyed and probably one reason I gravitated towards working in the communications field after college.

In today’s 24/7 world of instant communications it’s become a real challenge for companies and organizations to make a lasting impression on people so they feel “connected.”  People are bombarded with messages from marketers on all fronts. Sometimes it helps to get back to basics.

Ask, how can my brand or service stand out by making a difference within a local community?

Figure out what’s important to those you want to influence then help them make a connection to whatever that thing is. This will establish visibility and goodwill for your organization and motivate consumers to become loyal repeat buyers. Creating programs in support of green initiatives, arts and culture, social causes, education or health and wellness resonates with many today.

People are increasingly aware that in every community there are those who are less fortunate and want to help them beyond making a one-time donation. Americans are living longer lives but many cope with chronic medical conditions on a daily basis. By developing programs where individuals can easily have a positive impact in their local area is a win-win for everyone.

Whether you’d like to influence those in an urban, suburban or rural community, start by developing ways for people to participate in programs or events that support their personal ideals. There will be positive measureable results for your business on several levels.

 

Filed Under: Consumers, Marketing Tagged With: Brand Visibility, Communications, Community

  • « Go to Previous Page
  • Page 1
  • Interim pages omitted …
  • Page 5
  • Page 6
  • Page 7

Footer

Connect with Us

  • LinkedIn
  • Threads
Email

(609) 514-0966

Copyright © 2025 ZB Group Inc.
All Rights Reserved
Website by Blue Kite Web Solutions LLC.