AgencySpy LostRemote TVNewser TVSpy FishbowlNY FishbowlDC GalleyCat SocialTimes

Nancy Lazarus

A Blueprint for Keeping Brands Relevant During Renovations

Cooper Hewitt Museum Orange Scaffolding  SignThe holiday season turned brighter on east 91st Street and Fifth Avenue in New York on Friday, when the Cooper Hewitt, Smithsonian Design Museum‘s Carnegie mansion reopened to the public after a 3-year hiatus. The goal was to “provide cutting edge digital experiences,” as director Caroline Baumann said at the official ceremony.

To stay competitive, most museums now are redesigning, but renovating isn’t exclusive to the art world. Many companies, like hotels, banks, stores, and other retailers can look to Cooper Hewitt’s approach if they undergo branding, communications and design changes.

The mission of Cooper Hewitt’s multifaceted program was to “renovate and reinvent” the museum, Baumann noted. That entailed coordinating 13 design firms to refresh the landmark mansion and grounds as well as a concerted PR, marketing and merchandising effort.

Keeping various audiences informed was a key part of the plan. Cooper Hewitt did so through media outreach, member e-newsletters and mailings, a blog highlighting daily objects, social media updates, and clever building signage with messages about the redesign progress.

Read more

Media Outlets Angle for Coverage During the British Royal Couple’s New York Visit

British Tea Shop Inside Final2Will and Kate, aka Duke and Duchess of Cambridge, arrived in New York City with great fanfare on Sunday for a 3-day visit. Their stay represents a pleasant diversion from the recent sad news and protests that have enveloped the city, though a continuation of the traffic jams. As media outlets converged on the Big Apple, we witnessed different types of stories emerging.

During a walk in the Meatpacking District and West Village on Sunday afternoon, we came upon Tea & Sympathy, an English-owned restaurant and shop. There NBC News was in the middle of interviewing the owner about the Royal couple. “The whole city erupts, and it’s great for my business”, she said. By the time we left, local newspaper reporters had also arrived.

Read more

Retailers’ Mobile Products Get Smarter

Lowe's Iris System Final“Smart is becoming the synonym for connected, and data is the new currency. There’s a shift towards digital data and having products doing things on our behalf. We’re moving towards a post smartphone era of having 50 billion connected devices, where siloed data streams will be combined for a seamless customer experience”, said Shawn DuBravac, chief economist and senior director of research for the CEA, Consumer Electronics Association, and author of the book Digital Destiny.

DuBravac was speaking at ANA/Association of National AdvertisersMobile First, Mobile Everywhere Conference recently in New York. “Approximately 65% of mobile use now is non-communication, such as shopping”, he added. Presenters from retail giants Walmart and Lowe’s discussed how their brands are keeping up with homeowners’ and shoppers’ growing mobile demands.

Read more

Consumer Brands’ Mobile Products Get Smarter

Heineken Share the Sofa“Mobile is the closest you can get to consumers. Our positioning is based on mobile’s personalization, pervasiveness and proximity to users.”

So said Greg Stuart, CEO of MMA (or the Mobile Marketing Association). He spoke at ANA/Association of National AdvertisersMobile First, Mobile Everywhere Conference on Tuesday in New York.

“Now consumers expect that they can fulfill more needs via mobile. During ‘mobile moments’ throughout the day and night, their wishes are met through mobile devices”, said Josh Bernoff, Forrester Research Inc’s SVP of idea development and author of The Mobile Mindshift. Consumer brand presenters from Starwood Hotels & Resorts, Heineken USA and Timex detailed their companies’ smart mobile initiatives that address customer’s desires 24/7.

Read more

YouTube Food and Lifestyle Personalities Share Branding Tips

YouTube Truvia Baking Contest Final“Mix, taste, frost, yum and done” – those were among the steps that a contestant used to bake brown sugar cupcakes. She was competing at an event this week to be a baking star sponsored by Truvia, a natural sweetener. Four YouTube food and lifestyle stars judged the desserts and offered insights on how they each rose to video fame.

While the baking techniques were straightforward, the path to becoming a YouTube sensation isn’t as clear cut. As moderator and YouTube beauty channel host Rachel Talbott noted, it takes time. As the judges concurred, it also takes resourcefulness and an ongoing, concerted effort to stand out from the crowd. The panelists included:

Byron Talbott: professionally trained chef, Byron Talbott channel
April Moore: online foodie, mom and lifestyle expert with 3 YouTube channels
Gaby Dalkin: cookbook author, food/lifestyle writer, What’s Gaby Cooking channel
Joanne Ozug: recipe developer behind Fifteen Spatulas channel

Read more

Pinterest Media Partnerships Exec Talks Stats, Updates and Priorities

shutterstock_220532287

Pinterest has captured the fancy not only of skiers, gourmet cooks and brides-to-be, but also media executives thanks to its high referral traffic. Robert Macdonald, an avid skier recently hired to head Pinterest’s media partnerships said the platform’s dynamic reminds him of when he used to find and clip ski images from magazines, then saved them for future reference. In his new role he’s focused on ecommerce and monetization plans for Pinterest.

While those programs are still a work in progress, Macdonald spoke recently at Association of Magazine Media/ MPA’s Audience 2.0 event in New York. There he discussed Pinterest’s mojo, key statistics and analytics, latest and planned features, how it’s different from other social platforms, and future priorities, such as video.

Read more

TD Bank’s Social Media Balancing Act

TD Bank ATM Machine Cropped“TD Bank has a subtle approach as a consumer-facing bank. In July we turned ATM’s into “thanking machines” to reward customers. We also offer coin changers, lollipops and dog treats”, said Albert Raymond, TD’s head of U.S. privacy and social media compliance. But as part of the regulated financial industry, TD Bank takes serious measures with social media.

Raymond discussed TD’s social media programs and the tradeoffs involved at a recent BDI Summit on the future of financial communications in New York. “Compliance and social media are now higher profile topics, but financial companies take an inherently conservative approach to the use of technology and social media since there’s a strong trust factor involved”, he said.

“FINRA (Financial Industry Regulatory Authority) offers guidance on social media, though there haven’t been major changes from the offline world”, Raymond said. “We still must monitor and retain customer communications. Financial orgs have a playbook with 7 areas serving as a social media reference point so financial companies don’t need to create programs from scratch.”

Other selected comments from Raymond provide clues regarding how TD Bank handles social:

Read more

Sound Insights on Storytelling and Branding at Communications Week

Telling brand stories may seem simple, but far more goes on behind the scenes than many realize. Creating “aha” moments, integrating messages across platforms and navigating multiple agencies can often seem daunting. Just when you think all is clear, newer tools like Whisper and SoundCloud make both literal and figurative noise.

The complex art of storytelling was the topic at a Communications Week panel Thursday night in New York.

commsweek 4

L to R  – Moderator Patrick Coffee (Senior Editor, Mediabistro), Brendan Murphy (Senior Partner, Design, Lippincott), Tiffany Guarnaccia (Founder, Kite Hill PR), Shoshana Winter (Executive Planning Director, Digital Integration, mcgarrybowen), Pam Workman (CEO, Workman Group Communications), Tyler Gray (Editorial Director, Creative Newsroom, Edelman)Andrew Fingerman (Media Director, MRY)

The event was hosted by Workman Group, creative comms industry group ADC was the venue partner, and the entire undertaking was organized by Communications Week.

PRNewser’s very own editor Patrick Coffee moderated, and panelists represented a mix of PR, digital and brand marketing agencies:

Read more

Communications Week Panel’s Recipes for Pitching Digital, Video and Local Media Outlets

The Better Show Candy Corn CupcakesMaking a splash in social media, having a local hook or access to experts with interesting back stories will gain the attention of digital, video or local media outlets. But don’t bother sending another pumpkin spice recipe or it will end up in a pile with all the other Halloween pitches. Those were a few of the tips producers mentioned at a PRSA NY-hosted panel on Tuesday, during the inaugural Communications Week in New York.

Four media outlets and panelists participated:
•  WABC-TV’s Eyewitness News show and 7online site – Bob Monek, executive producer, digital and social media
•  Meredith Corporation’s The Better ShowWillow Hacket, senior associate producer
•  HuffPost LiveCindy Vanegas, executive producer
•  TheStreet‘s OptionsProfits site – Jill Malandrino, product development manager

Aside from their individual takes on pitching prospects, they also gave detailed rundowns of their outlets, including content, types of guests who appear and their social media approach.

Read more

10 Lessons in Monetizing Content from Digital Publishers

Gear Patrol Sunglasses Beach TowelGenerating revenues from content is a tricky and even risky business, but it’s also essential for media companies’ long-term viability. While some digital publishers integrated the commerce side from the start, others have been busy catching up. Selected media brands shared their stories from the trenches at the Content to Commerce / C2C Summit in New York on Tuesday, hosted by Skimlinks, a content monetization platform.

Publishers large (Gawker Media) and small (Gear Patrol) dispensed advice ranging from the types of content that drives traffic to different format options and logistics. Interestingly, while Gawker has extended from content to commerce, Gear Patrol has evolved in the opposite direction. (Image above courtesy of Gear Patrol)

Below are 10 key takeaways.

1. Create commercial content that benefits readers:

Gawker’s priority is relevance to readers, and they use various methods to source optimal products, according to Erin Pettigrew, VP of business development. They utilized crowdsourcing and user-generated content when they asked readers for their picks of the best luggage carry-ons. Then they compiled the list and readers voted for the top five. They also feature tech deals on their sites like lifehacker.

Read more

NEXT PAGE >>