Tag Archive for: PR

Making Air Quality Monitoring Mainstream Across the Airwaves for Airthings

Before COVID had you ever considered monitoring Indoor Air Quality? Airthings has been at it since 2008 and their devices have completely changed the way people monitor and analyze cancer-causing radon and other dangerous indoor air pollutants. While they had carved out a name as a respected niche brand from a small country in a specialized industry, they also sought to get people talking about WHY they should care about the air they breathe, especially with Radon being the leading cause of lung cancer for non-smokers. 

With this goal in mind, GreenRoom channeled the company’s passion and unique product range of smart Radon and IAQ detectors into a public relations program with a priority on premium, high-quality results that effectively conveyed the mission and overarching benefit of Airthings and its products. 2019 was also slated to be Airthings’ first CES with a robust booth presence on the show floor, and to supplement this presence, the brand needed a steady cadence of media coverage and interest leading up to the show, offering third-party validation and credibility to support the brand’s merit in CES award submissions.

Explore Our Results (Button)

Stemming from CES efforts alone, GreenRoom secured coverage for Airthings on national broadcast segments with FOX & Friends and NBC News, airing in more than 100 markets, in addition to online coverage on Forbes, USA Today, Reviewed.com, MSN.com, and more. Additionally, Reviewed.com selected Airthings’ Wave Mini as a “CES Editors’ Choice” award winner.

GreenRoom’s compelling and thought-provoking entry for Airthings’ Wave Plus in the 2019 CES Innovation Awards resulted in the product being named an Innovation Award Honoree. Airthings’ Wave Plus was also selected as an honorable mention in the Health & Wellness category for Fast Company’s 2019 “Life Changing Ideas” Awards, further cementing Airthings’ industry credibility and reputation for having a valuable impact on lives. Seeking additional third party validation from venerable media outlets, GreenRoom crafted an entry that ultimately led to the Wave Plus earning the distinction of one of TIME’s Best Inventions of 2019.

And there’s even more to speak of in our full case study.

Get In Touch Today (Button)

In the Consumer Electronics space and need help getting your offerings across the airwaves? We’d love to work together.

Peripherals and PR: Helping Roccat Climb the Gaming Accessory Leaderboard

When gamers seek computer peripherals for a competitive edge, what brands immediately come to mind? GreenRoom ensured ROCCAT would be one of them. The company designs and manufacturers gaming peripherals by combining German engineering and a genuine passion for gaming. At this point it had developed its first-ever keyboard switch that delivers industry-leading speeds to gamers: the Titan Switch Tactile [BM5] — soon to feature on its upcoming flagship keyboard, the Vulcan. 

Combined with the introduction of its proprietary AIMO RGB lighting tech, ROCCAT needed an integrated communications strategy to gain share of voice in the market. Over the course of 8 months, GreenRoom highlighted the brand’s innovations and industry-leading technology in the gaming and technology vertical markets.

GreenRoom’s work helped garner inclusions in nearly every top-tier gaming and technology outlet including Tom’s Guide, IGN, TechRadar, PC Mag, PC Gamer, PC World, Polygon, Mashable, Engadget, CNET, MSN and more, aiding in the sell-through of the overall product line.

With over a year’s work, it all culminated in over 2 billion impressions and a quarter million in comparative ad value – not including web, the bulk of earned media. The Vulcan 120 was also awarded the prestigious 2019 iF Design Award after it was nominated following agency-developed submissions, marking a first for ROCCAT. With the company’s profile raised within the media, entrenched competitor Turtle Beach acquired the brand soon after.

Explore Our Results (Button)

With over a year’s work, it all culminated in over 2 billion impressions and a quarter million in comparative ad value – not including web, the bulk of earned media. The Vulcan 120 was also awarded the prestigious 2019 iF Design Award after it was nominated following agency-developed submissions, marking a first for ROCCAT. With the company’s profile raised within the media, entrenched competitor Turtle Beach acquired the brand soon after.

Get In Touch Today (Button)

In the Consumer Electronics space and need help adding a competitive edge to your brands communications? We’d love to work together.

 

How GreenRoom Helped Red Vines Become a Visionary, Confectionary Leader

How does an iconic candy brand like Red Vines stand out in a crowded confectionary industry space? GreenRoom found the solution by working closely with Red Vines’ marketing team to create a unique, never-before-done product that would get the attention of media brand fans. Known for their popular Super Rope, GreenRoom opted for the adage, “Bigger is Better” and helped the team develop a 50-foot long Red Vines Super Rope to commemorate National Licorice Day.

GreenRoom leveraged the lengthy treat in custom media boxes and event activations that showcased the beloved brand’s sense of fun, innovation in the candy marketplace, and 100+ year old history. Carrying the initiative further, GreenRoom helped bring Red Vines’ creativity and whimsy to the industry’s most impactful tradeshow, Sweets and Snacks Expo (SASE), to help unveil new products ahead of the busiest confectionary buy-in season of the year.

Roping in the results.

The results? GreenRoom positioned Red Vines as a visionary candy brand leader. The agency secured the brand a steady flowing stream of top tier media results with outlets like People Magazine, Oprah.com, Hello Giggles, Us Weekly, Delish, Tastemade, SimpleMost, Bustle, The Daily Meal, and Reader’s Digest as well as coveted trades like Candy Industry Magazine, Candy & Snack Today and many more. 

Explore Our Results (Button)

The measurement of sweet success stemming from the agency’s tailored outreach and creative planning over the course of 16 months looks a bit like this: 

  • 1,487,046,750 total online impressions 
  • 11,519,589 total circulation 
  • $1,151,227 print and broadcast comparative ad value

Get In Touch Today (Button)

In the Food and Beverage space and need help adding some sweetness to your brand? We’d love to work together.

 

GreenRoom Nominated as Finalists For 3 Innovation SABRE Awards!

As we continue to pace toward a better year for 2021, we’re ecstatic that we’ve received nominations for Provoke Media’s Innovation SABRE Awards (North America) across three categories!

We’re floored by the results we were able to achieve for our clients through periods of global uncertainty which included our work with:

  • AirThings on “Humidity Heroes: Airthings Condair team to slow disease progression” for Healthcare / Pharmaceutical / Health-tech
  • American Licorice Company on “Sweet & Sour sides of YouTube & TikTok” for Crowdsourcing and Co-creating
  • Ogden’s Own distillery on “Relief for Utah’s Service Industry and Sanitization for the Navajo Nation” for Best in Digital/Print Media – Regional (Earned)

We look forward to results on February 24th and wish good luck to all!

Learn More (Button)

GreenRoom Recognized in 2020 Best Places to Work by PRWeek

Closing out the year in spectacular fashion, the agency was honored in the 8th annual awards program by the leading industry organization, PR Week.  As stated by the award criteria, internal development, compensation, camaraderie and employee support have always been key issues for the judges. This year these qualities are all viewed through the lens of COVID-19. Organizations’ response to the unique circumstances of an unprecedented year factored heavily on the honorees selected.  

“It’s always appreciated and noteworthy, as is the case with this firm, when employees note their agency is all about good people and good work,” commented one judge. “And they clearly did a remarkable job protecting jobs during COVID and emphasizing diversity and inclusive efforts.” 

GreenRoom was among six other honorees in the Small Agency category.

While a difficult year for obvious reasons, the GreenRoom team persevered with exceptional work that was recognized by the venerable Shorty Social Good Awards, two wins from the Bulldog PR awards, and nominations from the In2 Innovation Sabre Awards as well as a nomination from PR Week for Outstanding Boutique Agency.

How We Can Help (Button)

CES 2018 and Beyond

CES 2018 Trade Show Collage

Images from GreenRoom and its clients during CES 2018 and the PGA Merchandise Show, both industry trade shows.

Each January brings the first of many industry trade shows in the annual Consumer Electronics Show in Las Vegas. Brands across a wide spectrum of vertical markets participate, and many clients say that the show (and its allied events such as Pepcom) can be incredibly impactful to attract media attention, drive brand awareness, and develop relationships with partners and consumers for the year ahead.

Planning for industry trade shows and events such as these can be challenging; how to select which shows offer the best opportunities to execute communications strategy, budgeting for them successfully (both in terms of dollars allocated and internal resources dedicated), and building media calendars for public relations/ leveraging digital and social media content into success at the trade show itself.

One great example of this is utilizing an industry event or trade show to promote new partnerships. At the PGA Merchandise Show in Orlando, we aided our client Blast Motion in the announcement of an exclusive deal with golf giant TaylorMade. With all the biggest names in golf media attending the show, this provided a platform to amplify the news in the right place at the right time. The GreenRoom team has a strong track record in developing successful strategies for such industry events, and helping clients manage participation to maximum effect.

Following each event, leveraging media and industry contacts into high-profile coverage and dynamic relationships often overwhelms internal teams focused on a number of deliverables. Here, too, we find that having a team of professionals, such as a communications agency, at your command expands the amount of time and energy brands have to plan for future events on the calendar. This can drive media coverage and sales opportunities throughout the year, resulting in met or exceeded marketing goals, all while engaging consumers and building a community of brand ambassadors.

Sharpen Your Savvy: How to stay on top when working for a marketing or public relations company

If it’s true that marketing agencies’ last client on the totem pole is always the agency itself, it certainly follows that a marketer’s last priority is typically also themselves. However, it is imperative for continued personal and professional growth that marketing and PR professionals invest in themselves both inside and outside of the office to advance in the future and stay sharp to handle the challenges of right now.

How exactly do you do this when the client-related things on your checklist only seem to grow by the hour? Here are a few tips on how to make investing in yourself a habit and not another overwhelming item on your agenda.

Get Out

Some of the best business opportunities, learning experiences, and in-depth conversations I’ve had have occurred during chance meetings with total strangers at bars, business events, or sitting on airplanes. After an exhausting day of work, most of us are typically ready to zone out at home with the Netflix and a glass of wine. But what if you pushed yourself for one more hour and dropped by the coding seminar you’ve been thinking about attending, or that charity event your coworker invited you to? You never know who you might meet. It could be your next client, partner, or employee. If you never expand your social circle, you’re limiting the number of opportunities, perspectives and ideas you’ll come in contact with as well.

Read Up

As a marketer, especially if you work in PR, content marketing, or social media, a large portion of your day is devoted to reading: client emails, journalists’ stories, bylined articles, Tweets, and that’s just before lunch! Reading for pleasure is a concept most marketers will laugh out loud at. However, reading is one of the easiest and cheapest ways to expand your knowledge base. To make a habit out of this, try taking the first ten minutes of your day before you even open your email and reading one relevant article while you sip on your coffee. It will help you start your day feeling in-control and you’ll be brushing up on important skills. Some of my favorite reading material comes from AdEspresso, Social Media Examiner, Adweek, Business 2 Community, and KissMetrics. Bookmark your own favorites, or subscribe to newsletters so that you always have fresh material on hand.

Have a Hobby

For many in the agency world, we could proudly wear t-shirts that say “work is my hobby.” However, according to Inc. Magazine, the most successful people are committed to developing skills and hobbies ex-officio. Right now, I’m rehabilitating an abused dog—something I had no prior knowledge about. It has required reading, networking, and creative problem solving over and over again. All skills that are directly transferable to my work environment. Whether your hobby is cooking, skiing, or building model ships, doing something that you enjoy and that requires time and effort is like exercise for your brain. If you only ever work it out in one way, it can grow sluggish. Stretch your thinking and your skills at home with a new endeavor.

Find Time

One of the biggest obstacles to personal growth, as echoed in the tips above, is finding time. However, there are likely pockets of your day that are going unused—and those minutes when added up at the end of the week can turn into hours of personal development. Commute via train in the morning? Grab yesterday’s paper (they’re free) from Starbucks and read an article or two on the way to work. Commute via car? Listen to NPR or a podcast instead of bad morning talk radio. Like to scroll through your phone before you get out of bed in the morning? Download an app like Duolingo and learn another language instead. Waiting for your Uber? Check the news. Waiting in line at Chipotle? Talk to one new person. These little changes can get you outside of your personal bubble, keeping your knowledge and social skills sharp.

Make Time

Besides working professional development around your normal schedule—sometimes it’s important to stop and work it into your normal schedule. Talk to your boss about what her expectations are in terms of your development, what your own goals are, and what you think is the most valuable use of your time in order to achieve those goals. If there is a webinar or meetup that happens during work hours that you find extremely beneficial, ask if you can take an hour or so to set aside work and focus exclusively on your skill development. Many companies offer compensation for continuing educational opportunities, or networking opportunities. It is an investment that will not only pay off in your career, but could immediately pay off if you meet a new client or are able to solve an existing client’s problems based on the connections and knowledge you gained.

With any of these habits, it’s important to connect them mentally to specific goals, personally and professionally. You can also choose to focus all these habits on one particular goal or area if you’re looking to see immediate progress. For instance, maybe your goal for the year is to learn Spanish, become a wake board instructor, sign one new client, or meet someone who can teach you Photoshop. If your goal is to learn Spanish, spend all the extra time you find on just that; listen to podcasts in Spanish; do your morning reading in Spanish. By setting goals, you’ll never feel guilty about giving time and effort to these things, because you know they are helping you get where you need to go.

Facebook: An Emotional Wreck

93% of our daily communication is nonverbal, leaving only 7% for words. So how can social media be a reliable communication channel when it only conveys 7% of our message?

Lets take a step back and divide the 93% of nonverbal communication into specific elements, 38% of nonverbal communication is sound (tonality, attitude, pitch, volume) and 55% is body language (gestures, hand movements, facial expressions).

On social media, email or even texting, vocal elements have been substituted with hashtags and case changes. For example, if you’re trying to be sarcastic, simply end your post with #sarcasm. Throwing some shade? Add #JKNotReally. And if you think you’re not being heard scream your thoughts out LOUD by using capital cases and add as many exclamation marks as YOU CAN!!!!!!!!!!!!!

Gestures? That’s what emoticons are for. Not enough? Well, you have over 150 sets of stickers to choose from, including our personal favorite, the Power Rangers set. To make your life easier, you can filter them through the different emotions you’d like to express.
Facebook Stickers Facebook, Communication, Digital Media, Public Relations, Strategy

Conversations are being limited to 140 characters; you can technically have a full conversation using emoticons and hashtags, try it. You can even tweet your pizza order to Domino’s with a pizza emoticon.
Dominos Pizza Meme

Not all conversations have diminished, we still write comments when the like button is not enough… oh wait, Facebook, WHAT HAVE YOU DONE? Facebook just rolled out ‘reactions’ so you don’t even have to type.
Facebook Emotions

So what does this mean for brands who use social media as an engagement tool? Social media is one of the leading consumer research tools and brands that listen to their customers and adapt their products and businesses through their customers’ feedback have seen great success. Can brands adapt their strategies to follow the nonverbal movement? Only future software updates can tell us that.

Lights, Camera, Preparation: 3 Things You Need to Nail a TV Appearance

Lights, Camera, Preparation-

While the online media has completely exploded in recent years and video has become much more prevalent, television is still a coveted medium. The awe-inducing factor of seeing either a product or yourself on TV hasn’t gone away despite the YouTube stars who, in some, cases have more fans than Hollywood stars – but I digress.

TV can have a major impact on a brand, and it’s important that each appearance is met with meticulous preparation and rehearsal. There are a few things to keep in mind, especially if you’re appearing on national TV:

  • Questions! There will be a lot of them from the production team, and you should be asking many more yourself. Most national shows have rounds of production meetings, and you’ll need to provide a litany of press materials, bios, collateral and video links so be prepared. TV production can often move quickly, so be ready with these things as soon as they’re asked.

 

  • Messaging: While any speaker should always feel comfortable on camera, it’s important to make sure that person has a rock-solid knowledge of their topic. The best interviews are ones that are conversations and not static Q&As. While the speaker should be very well-versed, they should also make sure the delivery is very natural and doesn’t feel robotic. The quickest way to either be cut from a segment or not asked to return is by being cold and sterile. Communicating effectively on camera is a skill that takes practice, even if it’s with your smartphone’s camera.

 

  • Details: Everything from transportation, timing, contacts (and their cell numbers), location, body language and even attire needs to be considered. While most production teams will have a lot of this information ready, it’s critical to ask even the smallest questions. Knowing that your client won’t blend in with the green screen and be a floating head (yes, we’ve seen it happen to other people!) will undoubtedly make sure you sleep better the night before. Don’t forget to crack a  smile – you’re on TV!

 

What Mad Men Taught Us About Life, Cocktails and Love(ing your career)

madmen_1_long_image

It truly was the end of an era. Seven seasons of perfectly timed mental breakdowns, escapades, weeklong binders and expertly crafted messaging that grew our love for Sterling Cooper (and all variations of the company) to the mega-agency McCann Erickson. What was part fiction, with expertly woven historical events tied neatly into a world of fantasy, was every PR person’s TV addiction. We tuned in weekly to see Don’s antics, only to realize there was always a method to his madness – much like that of our own supervisors. Mad Men is now a gravestone in the history of excellent TV scripting, but we’ll always remember the lessons we learned.

 

  1. Love your job and you’ll never work a day in your life (Stan Rizzo – he lived for being an illustrator)
  2. Culture is important. While maybe not at 11am, an Old Fashioned is always appropriate (Don Draper, especially at 11am)
  3. You can’t buy talent or passion (Pete Campbell – although he never stopped trying)
  4. Own and refine your personal brand – even if it’s a façade (Don Draper aka Richard “Dick” Whitman)
  5. Men and women belong in the boardroom. Talent is talent, who it comes from is irrelevant (Joan Holloway and Peggy Olson)
  6. Believe in the underdog (Peggy.Olson.)
  7. Education is important and you’re never too old for school (Betty Draper – kudos for attempting college despite your fateful demise from lung cancer)
  8.  Understanding client demands (Ken Cosgrove’s run-in with a bullet that led to a slick eye patch for half the series)
  9. Never forget the human side of the business. Technology does not solve all problems. In fact, it creates many. (Michael Ginsberg, RIP right nipple)
  10. Inspiration strikes at any time, don’t ignore it (cue: #MadMenFinale or Hershey Bar episode)