Potential Marketing Material You’re Missing Out On

What comes to mind when you think of a cease-and-desist letter? A few paragraphs filled with legal verbiage, reprimanding and threatening a business or person for participating in some type of illegal activity? Usually, you’d be right. Most cease-and-desist letters follow a similar format and structure. However, Netflix stirred things up with latest recent cease-and-desist letter to an unauthorized bar themed around the company’s original series, Stranger Things.

Netflix made the letter casual and lighthearted–emulating the series and its characters’ overall mood and spirit. Ditching the typical formal greeting, the company started off the casually-written letter by addressing the owners of the bar by nickname, Danny and Doug. What followed was just as informal and playful, with references to the show’s notable use of walkie talkies, the Upside Down an even Dr. Brenner. However, despite the informal tone, the company made it very clear that if the owners didn’t shut the bar down, there would be serious consequences–like the Demogorgon or their mom getting involved (yikes!).

Showcasing Your Company’s Personality in an Unexpected Way

Although entertaining, the letter is much more profound as it showcases the company’s brilliant understanding of marketing. For years, companies have tried to showcase their personality to the public through different marketing materials. For companies with bigger budgets, these materials are usually in the form of commercials, provocative billboards  and a strong social media presence. For those with smaller budgets, a grassroots approach is more likely to be utilized. However, would you ever consider a legal document with potentially serious ramifications as a form of marketing? Netflix demonstrated clever marketing which was leveraged as  a solid public relations story that achieved their goal without tarnishing their reputation. Netflix enforced it copyrights while portraying itself as a fun and cool company, which is quite a feat.

In another unique example, McDonald’s flipped its iconic golden arches upside down across different outlets, including a branch’s outdoor sign, to celebrate International Women’s Day. The company could have simply sent out a tweet acknowledging the cause, but chose to make a serious statement and  flipping one of their restaurant’s outdoor signs. In doing so, the company sent a message and strategically placed itself as a serious advocate of women, which consequently strengthened the company’s image of being socially responsible.

Ultimately, companies like Netflix and McDonald’s prove there are countless–and frequently overlooked–opportunities to spotlight and heighten your brand’s image. Whatever image you wish to present to the public, whether it’s a creative and user-friendly personality like Netflix’s or a socially-conscious and thoughtful personality like McDonald’s, could be conveyed through all aspects of your company. So, the next time your PR department is constructing a press release or your HR department is sending a letter of warning to a fellow employee, conceptualize ways your brand’s personality could shine through and be reinforced.

PR , Politics, and the Ever Changing News Cycle

More than ever, politics is taking center stage in different aspects of our lives, and the publications we read every day are taking their cue from this dynamic. As such, journalists who don’t typically cover politics are now pulling double – or – triple duty to keep up. From a PR perspective, this presents a challenge for brands to have themselves featured and written about when more and more stories are politics – based.

An agency with their finger on the pulse of the media will be well equipped to capitalize on this shift and secure great hits.

At GreenRoom for example, we are always ready to pivot and develop strategies that will ultimately position our clients to be successful. With journalists increasingly focused on producing politically – focused coverage and reducing bandwidth for product – oriented media, it can be challenging for a brand to get the attention they are seeking. Your team should have strategies at hand that allows you to leverage your brand within the evolving news cycle. One example of a strategy we employ is “media newsjacking”; our approach is to look at trending political stories and put our clients at the forefront of these topics. This is a good way for a brand to get great corporate and business – oriented coverage. Select a lead executive on your team and give them an opportunity to discuss the effects certain political policies are having on your industry. These soundbites and quotes may be syndicated across different markets and lead to the establishing of your company as an industry leader.

A priority for your team is to have a healthy, revolving mix of coverage that transcends different vertical markets.

While it’s always great to have a large volume of product spotlights, you will need to make sure that you’re focused on further establishing yourselves within your particular industry. It can certainly be difficult to break out of the mold of traditional press and move towards a more business – focused angle, but when you’re collaborating with a holistic agency such as GreenRoom our strategies are designed to leverage the current media conversation and ensure that your brand is involved.

GreenRoom PR Agency Awarded Prestigious 2017 In2 SABRE Award

Miami-based innovative consumer products public relations agency recognized for an influential campaign in the micro-marketing category  

MIAMI – (February 20, 2017) – GreenRoom Agency, a leading consumer products public relations agency, won a 2017 SABRE Award in the micro-marketing category for its campaign with client Blast Motion and Major League Baseball. The SABRE Awards is run by the Holmes Report, a leading authority in the industry dedicated to providing insightful reports and analysis on public relations. The competition garners more than 5,000 entries annually, and shines a light on the most innovative and successful campaigns that truly make in impact for brands.

 

The agency was tasked with positioning Blast Motion as the technology solution of choice for one of the largest and most valued sports leagues in the country, MLB. Additionally, GreenRoom underscored the significance of the way metrics continue to have a major impact on how the general public is experiencing sports. GreenRoom’s media campaign to officially launch the partnership was a resounding success with secured placements in leading publications, resulting in over 135 million impressions and accomplishing the goal despite a strict timeframe and limited budget.

 

“We were particularly proud of the results of this campaign and honored to have been awarded the In2 SABRE Award for our efforts,” said Brian Metcalf, chief executive officer, GreenRoom PR Agency. “The results of this media campaign embody our mission to deliver outstanding results by providing a personalized and results-oriented approach to every program.”

 

About GreenRoom

Founded in 2012 by Brian Metcalf and Benjamin Burroughs, GreenRoom is a fully integrated public relations and digital marketing firm that works to elevate brands through strategic campaigns, innovative storytelling and relentless execution. Through our innovative approach, GreenRoom executes individualized strategies to ensure bottom-line results for each individual client.

To learn more about GreenRoom and the services offered, please visit the website at GRNRM.com. Additional information can also be found on Twitter, Instagram, Facebook and LinkedIn pages or by emailing info@grnrm.com.

 

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Media Contact:

Patrick Gevas

Vice President of Public Relations

Patrick.g@grnrm.com

305-347-1787 x303

Policing the Internet; Impact of Net-Neutrality on Users

Net-neutrality has become the buzzword in the realm of Internet service, both in the public and private sectors.  On January 14, 2014 the FCC ruled to decline the position for net-neutrality. Because of this ruling, and for clarification purposes, cable and Internet providers now have the legal right to block a series of websites, applications (or apps), blogs, videos or cloud technology services. What this means for the average Internet user is, your Internet or cable provider has the legal right to determine if they want you to read this article, even further, to give priority access to content of contract services that pay a higher toll for faster and/or uninterrupted access.

This is not the first hack at net-neutrality. During the George W. Bush administration in 2002, the FCC made a decision to classify broadband services (i.e. the Internet) as an “information service”. However, there is a long-standing legal term called “common carrier”. Common carriers are organizations or companies that provide access to a communication media, such as a telephone system or Internet service provider. These common carriers exercise no control over the content that they provide. When applied to the Internet structure, this means that all traffic must be treated equally. Why is this important?  Because, when the FCC classified broadband as information services it, in turn, made them exempt from these common carrier requirements.

Internet freedom, or what we would like to call, one of our Internet Amendments, is one of the basic rights allowed to us as subscribers of Internet technology. The ruling negatively affects the everyday lives of businesses and Americans and will alter the free state of the Internet. Since its inception, the open nature of the Internet has been a founding element of the technology, in that the user has every right of access and accessibility that founded the communication medium. This FCC ruling will adversely affect these rights and accordingly the rights of free speech.

It is unclear what the exact short term and long term ramifications of the net-neutrality ruling will have on businesses, but what is clear is that most businesses will at some point feel the impact of this ruling in the immediate future.

We’d love to hear your thoughts. Should service providers be forced to pay a higher premium for better bandwidth and selection of content? Does the FCC ruling affect you or a service you provide consumers?

After CES: Now what?

The biggest consumer trade show is over (with dates already announced for 2015) and by all accounts it was a tremendous success. New products were lauded over by media and buyers alike, resulting in a slew of blog posts on highly trafficked sites and pre-orders with key retailers. Everyone at the office can pat themselves on the back for a job well done. But now a month has passed and unforeseen manufacturing delays have made forecasted shipping dates seem overly ambitious. So how can you keep from losing momentum and continue to engage media, buyers and customers?

1) Utilize Social Media – Face it, there is no better direct line of communication with key stakeholders. Social media can be used to provide regular progress updates, showcase product developments and even gain consumer insight into packaging design, feature sets and more. Not to mention the ability to incentivize customers to pre-order on your site while also devising creative initiatives that will bring new potential customers into your social channels, creating a network of brand advocates ready to share your new product. Additionally, your social media presence is often tied to brand perception and sentiment. Are you giving your audience a reason to engage?

2) Air Freight Samples for Non-Published Strategic Reviews – Having an experienced independent reviewer test your new product prior to sending to media is mission critical. This non-published review will provide critical feedback that will help guide your PR strategy. Does the product have shortcomings? Do we need to change the messaging or positioning? What are the key advantages over the competition?  How does the feedback affect publications and reviewers that might receive a sample?

3) Seed Key Long Lead & Marquee Media – Provided the non-published review was positive, consider seeding samples with influential media in advance of retail availability. This will give media time to conduct a thorough evaluation of the product so the publishing of their reviews coincide when retailers begin selling your new product.

4) Availability Press Release – Remember all of the amazing media coverage that hit when you debuted your product at the show? Once your product is ready to go to market, distributing an availability press release is like launching your product a second time. Make sure to tout retail launch partners in the press release, this will provide them with additional exposure and streamline the sales cycle.

We get it – debuting a new product is like bringing a child into the world. It’s exciting, scary, and you can’t wait to hold it in your arms. We also know that Murphy’s Law is more prevalent in manufacturing that virtually any other industry. But with the right strategy, even manufacturing delays can turn into brand-building opportunities.