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Posts Tagged ‘Internet Week’

12 Ways for Seasonal Brands to Stay on Consumers’ Radar

“Out of sight, out of mind” need not apply to brands that are seasonal, annual or under renovation. Multiple marketing options, beyond having a social media or mobile presence, allow for destinations, museums, hotels, TV series, film festivals and sporting events to remain relevant throughout the year.

We’ve gathered twelve methods across categories to show how selected brands remain in public view. While these are similar to initiatives that year-round brands use, they often require more resourcefulness and additional resources.

     Make your presence known

1. Events: Offering a rich history, scenic countryside and famous golf courses, Scotland is a popular destination. During off-season April, Scotland hosts Tartan Week in New York. Festivities include a parade with Scots (and Scottish terriers) in kilts, and a trendy plaid fashion show.

2. Pop-up/temporary exhibits: Amsterdam’s Van Gogh Museum closed temporarily for an upgrade and will re-open this spring. Meanwhile, museum-goers can view the Dutch painter’s works at Amsterdam’s Hermitage museum.

     Get the word out

3. Generate buzz: Last year when New York’s legendary Waldorf Astoria was under construction, the hotel created an amnesty program  where prior guests were encouraged to return items they’d “borrowed” during their stays to showcase in the lobby. The program was intended to feed the hotel’s social media platforms and appeal to younger guests.

4. Sharing expertise: New York’s Cooper-Hewitt National Design Museum is currently closed during renovations. To draw designers’ notice, their acting director and curators started a blog. Called Object of the Day, it features graphic design items from the museum’s collection.

     Brand extensions

5. New location spin-offs: In 2002 Tribeca Film Festival launched to revive downtown New York after 9/11’s terrorist attack. The brand expanded its universe in 2010 by adding a Doha, Qatar location. In 2012 Sundance Film Festival introduced a London edition.

6. Counter-seasonal additions: Marketers learned about these brand extensions from the ski industry. Years ago Aspen was known just for snow sports. Ever since Aspen’s Food & Wine Classic was introduced, the town is also recognized for summertime culinary fare. Countless brands have copied this concept.

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Mediabistro Course

Mediabistro Job Fair

Mediabistro Job FairLand your next big gig! Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job. Register now!

Notable Quotes from 2012 Events

Savvy presenters at business events know the audience is there to hear candid comments, fresh insights, and surprising anecdotes–not humblebragging, self-promotion or overused buzzwords. If presenters don’t deliver, attendees will tune out and spend more time networking outside the conference hall. Not every speaker got that memo, however: it’s still a challenge to sift through all the jargon and make each event worthwhile.

We’ve highlighted seven memorable quotes from various New York-based events we covered in 2012. They deal with a range of topics: creativity, media relations, CEO visibility, producing original content, the risks of using celebrity spokespeople, teamwork, publicity and controversy.

1. “Grit is especially important when it comes to creativity. If it was easy, someone else would have done it.

-Jonah Lehrer, author of Imagine: How Creativity Works and former contributor to The New Yorker and Wired magazines, delivered a keynote at ARF’s Re:think conference in March. In the ensuing months, Lehrer saw his own career falter after being accused of plagiarism and quote fabrication–so he didn’t follow his own advice.

2. “Now it’s a better age between journalists and PR. There’s an absence of friction, and PR is part of the data stream.

-David Carr, New York Times media reporter, spoke during Internet Week in May. Carr’s welcome though limited remarks on the dynamics of the relationship came in response to an audience question.

3. “A few companies with secure, confident CEOs take the lead on issues and speak out, but it’s hardly a universal practice.

-Richard Edelman, president and CEO of Edelman PR, addressed Ethisphere’s Best Practices in Ethics Communication event in June. His comments have since been echoed by others in the industry.

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Men’s Fashion Finesse on the Event Stage

Awards shows aren’t the only venues where one can make a fashion statement. While conferences don’t feature red carpet entrances, the corporate event stage still represents a prime occasion for speakers to display their sense of style.

With more attention being paid to female executives’ wardrobes, our focus today is on their male counterparts. A recent New York Times article pointed to the rise in men’s fitted suits, but colorful accessories or footwear can also attract notice. Nowadays, almost anything to draw the audience’s gaze towards the stage instead of their mobile devices amounts to a good strategy.

We’ve compiled six examples based on New York-based events we’ve covered this year at which some element of the presenters’ attire was as buzzworthy as their performances.

Well Suited: Oakland Athletics general manager Billy Beane (left) sported a gray suit during an Internet Week talk in June. We couldn’t help but think that since Brad Pitt portrayed him in the movie Moneyball, he’s always got to look his best in public (though the actor himself seems to have stopped trying).

Pumpkin Power: Nothing conveys leadership like a bright crewneck sweater, since hoodies now are cliché. That must have been Google executive chairman Eric Schmidt’s view when he wore an orange pullover to an October appearance at the 92Y. As his interviewer, Kara Swisher, remarked, “By the way, I’ve got to tell you that you rock in that pumpkin [colored] sweater!”

In Mufti: Former (and perhaps future) TV show host/sportscaster Keith Olbermann wore blue sneakers to an April evening event at the Paley Center for Media. Sneakers were a smart choice that day, since he filed a lawsuit against Current TV, his former employer, then attended a New York Mets game and appeared later at the Paley Center. When you’re so busy, you need comfortable footwear.

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‘NYT’s David Carr at Internet Week: ‘Now It’s A Better Age Between Journalists and PR’

It was Page One on day two of Internet Week as visitors got an inside look from New York Times’ top media reporters.

Last year’s Page One documentary profiled The New York Times media desk, and today two of its best-known reporters, David Carr (left) and Brian Stelter (below), appeared on stage at Internet Week. They not only chronicled what it’s like to work at the “paper of record,” but also commented on the paywall, social media platforms, their relationship with PR professionals, and with each other. Below are highlights.

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Moneyball’s Billy Beane Leads Off Internet Week With Lessons About Data, Hiring

Billy Beane, GM of the Oakland A’s, is renowned for being an early proponent of using big data in baseball to predict player performance. He was the subject of Michael Lewis’ book, Moneyball, which was made into an Oscar-nominated movie of the same name last year.

Beane, portrayed by Brad Pitt in the film, once turned down an offer to be the Boston Red Sox’s GM because he didn’t want to move east. However, he did accept an invitation to deliver the keynote address to start off Internet Week in New York on Monday. Besides, as he acknowledged, “I try not to watch the games, that’s why I’m here.”

Beane spent most of the time talking about data in baseball and the evolution of his career, and in doing so touched upon universal themes such as innovation, career planning, hiring practices, and changing an industry’s corporate culture.

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Coming in September: Weeks Week

The brains and notable names behind some of New York’s biggest week-long events, including Fashion Week, Restaurant Week, and Internet Week, will join forces for one monster week of celebrating weeks.

The International Academy of Weeks  is launching Weeks Week,  taking place September 19 through 25. And, on September 25 — Weeks Night — Shark Week will be honored with a Lifetime Achievement Award.

“It will capture the energy, diversity, and creative spirit that are a hallmark of New York’s thriving Week industry,” Internet Week co-chairman David-Michel Davies said in a statement. “Who knows, if it’s successful, maybe we can expand it to an entire month.”

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