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The New York Times

December 1, 2021 By ZB Group

How Brands Can Build Positive Touchpoints with Four Media Types

Creating brand loyalty in the digital age is challenging but it’s on a more-level playing field. You must get consumers to think positively about your brand via different touchpoints. Shira Ovide, a technology writer for The New York Times, explores this in her column with the headline, “The Internet Broke Brand Loyalty.” Here’s a telling part of her piece:

“Think about the ways that you might have bought something in the Before Times – like, before 2010. Maybe you drove to your local hardware store looking for a cordless drill, and it stocked only Dewalt models. You trusted the store to sell a good product – or if you didn’t, it was your only option anyway. That’s what you bought. The retailer essentially made the choice for you, Mr. Levin and Mr. Lowitz said. (co-founders of Consumer Intelligence Research Partners) That’s not usually how we shop anymore. Instead of having that solo choice, we can browse the gazillion cordless drills on Amazon from our sofas and evaluate online customer reviews.”

The pandemic intensified “going online” making it often the first place consumers turn before purchasing goods and services whether by checking-out Amazon or major retail websites, company or brand websites, the news media, blogs, social media, online communities, trade publications, or influencers they follow.

Today, brands need to utilize the four main types of media under the communications umbrella to effectively reach and engage with prospects and customers. The PESO Model, created by Gini Dietrich, the founder of Spin Sucks, demonstrates how each media type ideally provides the greatest benefit when it’s integrated with the other ones.

The model blends paid, earned, shared and owned media, to establish credibility, trust and authority that fuels a brand reputation. Earned media includes building relationships with journalists, bloggers, podcasters, editors, writers, producers and influencers, so they share your story with their audiences – be it readers, viewers or listeners. For example, we garnered these for different clients; a major market radio interview, an interview with a national wire service, a featured story in The New York Times, a Q&A on a blog, a magazine article, a newspaper feature, a bylined article, and a conversation on a podcast.

The PESO Model illustrated in the graphic below, provides a clear framework for communicators like us to explain how the different media types work best in concert in today’s fast-paced evolving media landscape. Kudos to Gini for launching it in 2014 and sharing it widely ever since.

2020 PESO Model Graphic
Credit: Spin Sucks

At ZB Group, our services focus on the earned and shared media spheres within the headings earned media, community, partnerships, reputation and marketing communications, to achieve our clients’ goals. Please reach out to learn how we can add value and turbocharge your marketing campaign so that your brand is top-of-mind.

Filed Under: Consumers, General Articles, Journalism, Marketing, Media, Public Relations Tagged With: brand loyalty, brand touchpoints, community building, earned media, influencer marketing, media relations, PESO Model, Public Relations, shared media, Shira Ovide, The New York Times, Thought Leadership

January 4, 2021 By Debbie Bayes

Why the Work Phone Call is Back in Vogue

Coffee mug with an iPhone while working
Image by Derek Robinson from Pixabay

Surprisingly, the phone call has become a popular method of business communication by young people while working remotely as The Wall Street Journal reported in The Resurrection of the Office Phone Call. Apparently establishing more rewarding connections to decreasing digital carbon emissions are among the advantages of phone calls over video meetings, emails and texts.

During the pandemic, millennials discovered the benefits of communicating with colleagues, mentors, clients and prospects by phone and phone traffic has shot up. The work call provides an effective method for one-on-one discussions without concerns related to using Zoom such as what to wear, whether your background is tidy and appropriate or if the lighting is good.

A phone’s portability is another plus. You can talk while getting fresh air or moving around inside instead of being stuck in front of a computer.

When I started in public relations, reaching out to the media to pitch story ideas and guest recommendations by phone was a mainstay. However, once email became universal it has generally been the preferred method when initially pitching producers, writers, editors, influencers and bloggers.

I often find a hybrid approach of calls and emails is most effective during the follow-up process and cuts back on the number of emails exchanged. Once a media professional is interested in an idea, a phone call is an efficient way to build a rapport while confirming details concerning a proposed interview, product feature, or bylined article. Also, connecting on social media is a good idea to learn more about them and share their work.

With growing concerns about the environment, CBS This Morning’s “Eye on Earth” correspondent shared our reliance on IT for remote work negatively impacts the planet. We may not be commuting as much, but sending 100 emails leaves the same carbon footprint as driving a mile in a car. In fact, the BBC’s Smart Guide to Climate Change says making video calls over the internet has a much higher carbon footprint than do mobile phone calls.

More rationale in support of phone conversations was explained in an article in Scientific American. It discusses a paper slated for publication in the Journal of Experimental Psychology by Professor Nicholas Epley at the University of Chicago Booth School who studies social cognition and Assistant Professor of marketing and psychology Amit Kumar at the University of Texas. Their research indicates people should consider talking rather than typing to forge better connections and more satisfying interactions.

Another study with young children cited in The New York Times showed that telephone communication was just as effective as being able to touch and see a parent. “The clear implication is that you don’t need to literally see your loved ones and friends to feel your bond with them,” psychiatrist Dr. Richard Friedman writes in a recent op-ed.

As the iconic song reminds us, “Everything Old is New Again.”

Contact us to learn how we can help promote your brand with our hybrid approach and other effective strategies to amplify your marketing in 2021.

Filed Under: Consumers, General Articles, Journalism, Media, Public Relations Tagged With: 2021 integrated marketing, BBC, Business communications, CBS This Morning, media relations, millennials and work, pitching journalists, Scientific American, The New York Times, The Wall Street Journal, working remotely

May 13, 2020 By Debbie Bayes

To Pitch or Not to Pitch in a Crisis? That is the Question.

COVID-19 has affected many facets of life from travel and the economy to schools and parenting.

During ordinary times, we reach out to the media regularly with all sorts of pitches crafted about our clients to pique interest in different story ideas. From travel and health to beauty and retail, our pitches may be associated with consumer trends, small business, CEOs, thought leadership, holiday gift guides, human interest, how-to tips, roundup articles, and everything in between.

But these are not ordinary times.

In the age of the coronavirus is it a good time to pitch?

We say yes, as long as the pitches are sensitive to the evolving health and economic crisis. This is an unprecedented time including for those who report the news. Bloomberg reporters candidly explain how they have been affected.

COVID-19 abruptly changed our lives causing great uncertainty about “returning to normal” for the foreseeable future. In March and April, as this Wall Street Journal article discusses, while stuck at home consumer spending on food and alcohol, gardening, home amusements and comfort items boomed but with declines in other sectors.

During early spring only pitches associated with the coronavirus pandemic or those describing acts of kindness were warranted, as Jamie Yuccas, a correspondent with CBS News, along with two other journalists, shared on Navigating Newsrooms During COVID-19.

Coronavirus-related pitches and those about brands giving back to benefit essential workers are still appropriate, but other types are also relevant now to incorporate into pitches for journalists, bloggers and influencers:

FOOD & DRINK – healthy recipes, desserts, cocktails and easy meals to make for single adults, couples or families cooking at home together.

BEAUTY – at-home beauty, hair, and skin-care tips for looking your best on Zoom calls and to boost self-confidence

ORGANIZING – tips to declutter an apartment, house or home office

CLEANING – easy ways and useful products to clean and sanitize especially for frequently used kitchens and bathrooms

TRAVEL – properties and attractions currently closed but producing video for virtual visits to sustain interest; those that are reopening with key health and safety plans in place

PARENTING – ideas to get work done with young children at home; fun family recreation with playdates limited and perhaps no summer camp

LOCAL DESTINATIONS – convenient places for getaways accessible by car

VENUES – those that are equipped to host small weddings, meetings or special occasions since previously planned larger affairs or major conferences and events are likely cancelled or postponed

EXERCISE – companies that offer online classes, fitness equipment, or exercise products, for maintaining good physical and emotional health

RETAILERS – those offering ordering online and curbside pickup or contactless delivery as well as stores that are reopening

SMALL BUSINESS and PROFESSIONAL SERVICE COMPANIES – those who have pivoted from in-person to offer consulting, training or other services online; small businesses who have instituted new ways of doing business

EVERGREEN IDEAS – these are not event or time-sensitive including human interest or thought leadership ideas from CEOS, founders or entrepreneurs  

In the midst of a pandemic or not, by customizing each pitch stating why the idea is of value for the media’s audience, will help increase positive PR opportunities and build enduring connections with consumers.

Please reach out if we can help. Be well and stay safe.

Filed Under: Consumers, General Articles, Journalism, Media, Public Relations Tagged With: Bloomberg News, CBS News, coronavirus, Covid-19, earned media, media relations, New Jersey Monthly, New York magazine, pitching media, PR, Public Relations, story ideas, The New York Times, Wall Street Journal, Woolverton Inn

February 6, 2019 By Debbie Bayes

Insight into Influencers

Depicts how social media influencers grow their communities of followers with comments, likes and shares.

Pre-Internet the sources we often turned to before making a purchase included recommendations from family, friends and neighbors, books and magazine articles, and experts we trusted.

As you know, times have changed.

We may still check with those sources but also frequently do our own online research. Googling a product or service for more information, reading reviews and asking friends on social media are now commonplace.

That’s where influencers come in. Who are they and why should you care?  

Influencers are trusted like a best friend who tips you off about a hot new restaurant, the latest method for maintaining healthy hair or a charming country inn for a weekend getaway. They offer another means to build authentic features and stories about your product, service, destination or experience to help you reach new customers and drive awareness online.

Megainfluencers such as celebrities and well-known media personalities have followings in the millions, microinfluencers’ followings typically fall between 10,000 and 100,000 and nanoinfluencers’ are in the low thousands.

Micro and nanoinfluencers make up for their smaller audience size with high levels of follower engagement as demonstrated by the number of likes, comments, shares, views and clicks their posts receive.

Some influencers require payment to partner with brands and others do not. Whether influencers are paid, receive free products or agree on another type of mutual arrangement, it must be clearly disclosed according to Federal Trade Commission guidelines.

There are various ways influencers work with brands. Here are examples:

  • product demonstrations on YouTube
  • posts on blogs and websites about firsthand experiences
  • Instagram posts with images, reviews, or short videos
  • documenting trips and visits via video, images and blog posts
  • hosting giveaways
  • featuring products in holiday and other popular annual gift guides
  • Q & As with founders or other spokespeople
  • developing a series of interesting blog posts
  • Twitter parties
  • Facebook live videos
  • online radio shows and podcast interviews

Whatever it may be, the influencers’ content is carefully developed and presented for its appeal so audiences stay engaged with them over time.

Influencers may specialize in one category or work across a few. Some have expertise with beauty and fashion, green and eco-conscious products, travel, baby boomers or millennials, food and recipes, parenting, home décor, men’s lifestyles and other topics.

Journalists are becoming influencers too as many cultivate their personal brands through podcasts, e-newsletters, books, and social media.

It’s important to identify, vet and choose influencers whose audiences align with your target customer’s profile and whose personas are a good fit.

Since we have a long track record of connecting clients with journalists to secure earned media coverage, working with influencers is a natural extension of the services we provide. The influencers we work with generally are not paid fees and are within the microinfluencer realm. Results of working with influencers on behalf of a skin care client are here.

Are you interested in finding out more about the benefits of connecting with the right influencers? Get in touch with us and we’d be happy to talk.

Filed Under: Consumers, General Articles, Journalism, Marketing, Media, Public Relations Tagged With: earned media, influencers, journalists, microinfluencers, The Atlantic, The New York Times, The Profile

April 8, 2013 By Debbie Bayes

Six Ways Marketers Can Really S.P.R.I.N.G. Forward

Spring seasonWe love spring don’t you? The weather warms up, the sunshine-filled days are longer and we get inspired to revitalize our work and personal lives. To celebrate the arrival of spring, here are six ways to engage consumers and put some spring in your brand’s step.

S = Store Experience

Physical stores are here to stay for a long time but they are no longer the center of the shopping experience. Consumers now use technology such as the Web and mobile apps along with the in-store visit to compare prices, learn about an item’s features and search for what they want. Even so, the popularity of the store visit hasn’t waned so it needs to be a great experience for everyone who enters.

For a look at the future of retail from Deloitte and STORES Media click here.

P = Personal Involvement

Consumers are human so they take things personally. Whether it’s the foods they eat, the cars they drive, the homes they live in or the clothes they wear, our purchases reflect who we are. Brand marketers must understand what makes their customers tick and demonstrate a personal connection with them so they become loyal customers.

R = Relationship Building

Just like people, every local community has its own personality. Marketers can build strong relationships with consumers by demonstrating an interest in improving the fabric of the local community. Our Fuse4Community program helps marketers achieve this goal by working with and leveraging the resources of nonprofit organizations for mutual benefit.

I = Involve Consumers

We are in the Age of the Consumer. Influence has shifted from manufacturers to consumers. Take a few minutes to watch this video where a Dean from The School of Business and Technology at FIT explains this important change.

N = News Coverage

Getting a brand featured in traditional news media is still a valuable communications goal for any marketer. However, today there are dozens of niche blogs, online outlets and many social media platforms which allow brands and companies opportunities to tell their story and engage with target consumers. It’s now much easier to connect with your target audiences and industry influencers in two-way conversations due to the proliferation of new media opportunities.    

G = Give Back

It’s good for a company to give back. Consumers will notice and will support those companies that do. Donna Karan explained her belief in and practice of conscious consumerism when she spoke in January at the National Retail Federation’s BIG Show. She urges retailers to do their part to make a difference.

Evidently this idea also applies to individuals who work for companies and is discussed in length in a recent story penned by Susan Dominus in The New York Times Magazine. Adam Grant is the youngest-tenured and highest-rated professor at Wharton who has written a new book based on his research called, “Give and Take.” His work in the field of organizational psychology suggests that the more individuals give back of their time and energy to help others, the more they and the companies they work for will reap the benefits. You can read the story here.

Happy Spring!

Filed Under: Consumers, Marketing, Media, Nonprofits, Public Relations, Retailing Tagged With: Adam Grant Wharton Professor and Author, community partnerships, Conscious Consumerism, Fashion Institute of Technology, Giving Back, National Retail Federation, Physical Stores, STORES, The New York Times

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