Sponsorships: Affiliation Sells

Partner. Sponsor. Supporter.

No matter the name, partnerships, sponsorships and supporting roles create bigger and better experiences because of the relationship.

Pulling heartstrings.
Loyal customers are a valuable asset. The absence of tangible differences among products or services is an inescapable consequence in today’s marketplace where emotional logic has become the single most important business driver. Without emotional ties, a product or service is just like every other product or service. Affinity or cause marketing events and partnerships mean effective marketing is not tied to ears and eyeballs, but to heartstrings. Through sporting events, entertainment, the arts and nonprofits, smart companies can build brand and customer loyalty by affiliating their company, or its products and services to issues, events and organizations that current and potential customers care about.

Bigger pie.
Sponsored events create media opportunities. Whether through media partners or publicity, event sponsors gain big visibility because events typically generate wide media exposure. For many businesses, the cost of purchasing the same amount of media exposure that a sponsorship may garner through advertising or public relations is not affordable. In a challenging economy, sponsor affiliations can be very a valuable part of the marketing mix, expecially for smaller companies.

Seeing is believing.
Sponsorships can create, change and definitely reinforce the image of a brand. While images and brands can be projected through advertising, paid media can lack authenticity. Sponsorships create direct visual exposure to key audiences and the associated media attention creates credibility. The seeing part is big just from the courtside, trackside and on-the-field event banners and graphics.

Driving traffic.
When companies use the assets of their sponsorships they have many opportunities to create traffic-building promotions to event attendees. Sponsors can typically showcase products at events. Attractions, restaurants or service business may offer discounts. Media outlets can distribute premium items. Take a closer look at the logos printed on t-shirts worn at the gym, grocery store and at school.

Customers speak.
They are willing to reward, or even worse, punish with their wallets. Just think of the recent backlash following the BP oil spill when consumers started a campaign to boycott local gas stations. The spill was not caused by service station and store franchisees, but the oil disaster affected owners all over the U.S. Consumers say “social responsibility” is the number one factor that influences their impression of a company – more than brand quality or business essentials.

Hook ‘em and book ‘em.
Sponsorship are a great hook for driving sales. For example, the sponsorship of a retail product can be used to boost shelf space and increases co-op advertising. Sponsorships can be tied to in-store displays, coupons may be printed on partner bags, and for businesses such as banks new clients come directly from the sponsored teams and venues. This next month watch for the fast food restaurant that will partner with Universal Studios for the added value of luring hungry patrons also seeking discounted Halloween Horror Night event passes.

For more information on sponsorships or if you need help creating the right sponsorship plan for your company, product or service contact me today at 407-341-9866.

Crisis Management: Deepwater Horizon Response Post 1

Post One

What I experienced, learned and accomplished deployed to the Deepwater Horizon Response.

Having just returned from working for Homeland Security in a support role to BP, the U.S. Coast Guard, state and federal partners on the Deepwater Horizon oil spill response, the experience even more indoctrinated my disdain for those who believe things at face value and then repeat the information without regard to fact. It certainly was a challenge for me at times because I wanted to shout to the world about the people behind the scenes working so hard to make a difference and the positive stories about the differences they were making.

Though I lived and breathed it, I watched in amazement at how the political, media and public conjectured. Was the information transparent? At first it wasn’t. Could the situation have been handled better? In the beginning, you bet. A person once told me that appearances are everything. I added to that wise council, “Yes, your point is well taken, but integrity and responsibility don’t appear as anything else.” From a public affairs standpoint, appearances, plus a lack of transparency is where the response to this disaster went wrong in the beginning. A few wrong decisions at the highest levels really affected the local residents and not enough factual information being distributed meant the media and the public were often left to speculate. And once a crisis issue starts out on the wrong track; it makes it easy for those on the outside to continue focusing on the flaws and the flawed.

Once entrenched in the response, I was humbled by the thousands of fellow Americans tirelessly working 12-14 hour days, seven days a week, and away from home for weeks on end. Working to restore the crisis in the Gulf, staff worked side-by-side representing more than 33 different logos...county, state, federal, military and BP.

The crisis was not created by one and each of us knew that alone, one could not solve it. It was not a political issue; it was a United States of America issue. The effort included so many amazing and talented individuals that I am proud to call friends and would serve with again any day. These people weren’t a big corporation; they were like you and me – professionals with passion, feelings, drive, experience and many were from the Gulf Coast region.

Responders surrounded me from all ranks and backgrounds. I can’t even begin to explain their dedication to responsibility, the highest regard to integrity and what a wealth of knowledge. From GIS to HAZMAT, writers to pilots, security to meterologists. On the flip side, I also ran into a couple of bad apples in the operation; yep, there were a few people with rotten attitudes and horrible management skills. Thanks mom for reminding me those types are in every organization, whether public or private, and though they are always a challenge and disappointment, patience, positivity and faith are the keys to working with them. On the up side, bad apples do eventually get discovered and the bad parts are discarded. Karma is sweet.

Though the tasks required long days and we were navigating a course without a proven critical path, it was truly a blessing to serve our country during the oil spill response and to work with the more than 1,200 BP employees, Coast Guard, Army, Navy, Air Force, state and federal personnel in the Mobile Incident Command Post.

What I experienced in this response was proof that no matter the task at hand, Americans (and a few British folk) from all walks of life can come together to effectively manage a crisis when everyone lays down their ego to develop and work a plan…and to keep trudging along...even on days when we wanted to be wasted away in Margaretville and covered in a different kind of oil.

Crisis Management: Training And Drills

Plan. Prepare. Practice.

The fact that training and drills needs to happen is not a debate, but for governments, costs in an uncertain economy are an issue. As well, for many companies and government agencies, exercises are scripted plays of cut and past scenarios that are practiced over and over again.

Check out this April 2, 2010 article in The Washington Post, "National disaster exercises, called too costly and scripted, may be scaled back."

As a child, I learned to tuck and cover in tornado drills, how to stand in a door frame during an earthquake, and even way back then, we had a family plan of how to escape our two-story house and a specific location for our family to meet if we had a house fire. We practiced, and yes, we experienced them all for real, even a major house fire.

The measures our family put in place to plan, prepare and practice were small in comparison to larger state or national drills and training, but they saved us when it counted most! Whether a single family or a large agency, it is crucial to have drills and training. Scenarios should be as real as possible because they can save lives. Scenarios also should be goal oriented, measurable and practiced in a way that promotes communication, coordination and collaboration.

Having been involved in local, state and federal drills, some were for fluff, to receive a pat on the back for a “job well done” and only because they were mandatory. In one drill, I observed face-to-face communication and decision makers not being able to agree on next steps. I have been involved in training scenarios where if the situation were real, citizens may have been severely affected because people could not make decisions or made bad decisions.

During one particular training drill, upper management was not pleased with unsolicited feedback from those of us responsible for the ESF#15 function (comprised of county-wide communication folks) as we stood together (four of us at the desk during the exercise) to explain the potential ramifications of their directions and decisions. Fortunately, it was only a drill. After that particular drill, management decided to involve ESF#15 more closely in strategic planning, execution of drill exercises and asked for help in reviewing the entire operation for ways to tighten up. None of us should be afraid to make mistakes, and from our mistakes, learn from them the first time. After all, moms and coaches always say, “Practice makes perfect.”

Speaking as a communications professional, whether in public relations or public affairs, looking at all angles of a situation is ingrained in our thought process. As well, we are used to accountability when planning through objectives, strategy, goals, tactics and measurement. I believe it is our responsibility to encourage and work with management or government leaders to explain the rationale for implementing the same processes employed every day doing business should be used for crisis training and management. Most business and government people understand SWOT: Strengths, Weaknesses, Opportunities, Threats. Those four things can be used to measure performance in training exercises or drills. We can only find the error of our ways, discover weaknesses and adjust when necessary if training exercises and drills are executed with thought, built-in realism and include a mechanism to capture and measure performance. If we don’t insist upon it, then as communication professionals, we are the ones left to clean up the mess!

Stepping back to be sure processes and procedures are in place is sometimes necessary to ensure effective crisis planning, preparedness or practice is in place for a family as well as at the federal government level. No matter the actual hard cost or methods used to practice and train (live or simulated), successfully having implemented those three steps are priceless in a real disaster because people’s lives are at stake.

Does your company or organization have a current crisis plan in place? Do you know if your crisis plan is workable? Have you practiced your plan? Confused about crisis planning and management? Contact me to learn more.

News Release Images Impact

From the approach at your front door to the first thing a reporter sees when opening a news release, images count!

Continuing the post, Spruced Up Releases Spring Media To Action, PRWeb has research to back up the fact that images have impact. They took a closer look at how multimedia impacts news consumption by studying the habits of their news consumers. The research combined quantitative analysis of usage patterns drawn from Web statistics with a survey and sent out to a segment of their email opt-in subscribers.

Here are top-line takeaways from that research:

1. People spend more time on releases that contain multimedia – Images really do have an impact on how much time people spend consuming news releases.

• Releases with no images had an average time-on-page of 2:18; and 
• Releases that contained images had an average time-on-page of 2:47.

Since journalists receive hundreds of releases each day, every second of every eyeball spent on a page can be a huge advantage to getting a story noticed and picked up in the news.

2. Bloggers and journalists actually use multimedia – Not only does multimedia positively enhance the experience of news releases, evidenced by indicators such as increased time-on-page, but news producers (journalists and bloggers) actually use multimedia they find on news releases to help construct their ensuing stories.

• 48% of journalists and bloggers who subscribed to receive PRWeb news releases used an image or video in a news story or blog post.

3. Bloggers and journalists favor some forms of media over others – When it comes to various types of multimedia, content producers clearly favor images.

• 88% of producers agree or strongly agree that images enhance their experience of a news release;
• Half agree or strongly agree that video enhances their experience of a news release; and
• Only 28% agreed that audio enhances a news release.

Spruced Up Releases Spring Media To Action

About two years ago, I began adding custom graphic headers and including photos and logos in Satellite Media Advisories. Several producers offered unsolicited feedback about how the image/graphic grabbed their attention when they were booking the SMT.

A picture is worth a thousand words." So it made sense I should use images to support the words in news releases as well. Below is a recent news release as an example. With media kits, high-res photos are included on a disc or thumbdrive.

Put A Spring In Your “Door”Step with a Personalized Doormat

-A custom doormat is this year's fabulous front door accessory!

ORLANDO, Fla. (April 20, 2010) – A beautifully customized doormat from The Personalized Doormats Company is the perfect way to welcome warm weather while also putting a spring in your “door”step. Keeping more than 50 percent of the dirt outside, doormats are functional, but a personalized doormat is a customized design accessory that is sure to perk up any front door.

"When it comes to a house, what’s out front actually can say a lot about what is on the inside,” said Interior Designer and TV Host Josh Johnson. “For example, how your front door area appears when approaching up close is similar to a home's curb appeal at street level. Does it feel warm, inviting and welcoming? Or does it give off an impression that is drab, unappealing and even a bit shabby? An entryway, whether large or small, sets the tone for your home’s interior and also portrays the personality of the individual or family living there.

At first thought, a doormat might not seem that exciting. But these doormats will fashionably perk up any porch, patio and the grandest of porticos with panache while also fulfilling the ultimate function of keeping the floors clean. The Personalized Doormats Company offers doormats that are stylish, affordably priced and selections in a variety of materials, sizes and colors. By offering personalization, what was once a simple mat at a door, changes the whole meaning of ‘doormat’. Doormats are an integral part of a home’s décor and speak volumes about the owner or renter as well.

“An online company, they have something for every style and budget. Selections range from classic to chic and from simple to just plain stunning. Materials include eco-friendly recycled plastic to beautifully hand-woven coconut fiber and I really love the sparkle of the cast aluminum. A doormat is something every home needs and The Personalized Doormats Company has certainly stepped up the doormat to make it a fabulous front door accessory,” said Johnson.

In addition to a variety of materials, the mats come in sizes and shapes to fit single and double doorways, both narrow and wide. Doormats are made of different materials and depending on the location, some styles are better suited for covered entryways, others are excellent when exposed to harsh weather such water or direct sun and select doormats are very reliable under heavy or muddy foot traffic.

Pura Vida (Live the Good Life)! Stop 50 percent of the dirt from coming in your front door with the stepped-up style of a personalized doormat. Order a mat from www.PersonalizedDoormats.com for a sunny forecast this spring on your stoop, steps, covered porch or drive-up portico.

For more information or to order a doormat from The Personalized Doormats Company, call them toll free at 1-800-899-0620 from 9 a.m. –6 p.m. EST, email CustomerService@PersonalizedDoormats.com or shop online anytime at www.PersonalizedDoormats.com.

The Personalized Doormats Company, www.PersonalizedCoormats.com, is an online retail store based in Longwood, Fla. Founded in 2002 as a small online company, Jill and Alan Mecca purchased the company in 2008. Now offering upwards of 15 different product lines, their personalized doormats are shipped to customers throughout the United States and Canada. The Personalized Doormats Company offers more top-quality personalized doormat styles for homes and businesses than any other U.S. retailer.

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Contact: For more information, to set up an interview or to request high resolution photos, contact Ms. Monte Martin, WOW! Marketing, Public Relations & Events at 407-341-9866 or by email at MMonte@hotmail.com.

Media Interview: A Dark Secret Lurks At Disney

At Walt Disney World, every day is happy...

...Or so you think!

Tuesday and Wednesday of this week, several reporters will get the chance to interview Disney Author Ridley Pearson about Kingdom Keepers III: Disney in Shadow. Set in Disney’s famous theme parks, this third book in his series of thrillers transports readers into a Disney World never seen by the average guest - after closing time and the last employee leaves - a world where evil characters rule the parks after dark.

BEHIND THE SCENES
New York Times Bestselling Author Ridley Pearson offers a glimpse into the world of the Kingdom Keepers and evil Overtakers such as Maleficent, the dark fairy from Sleeping Beauty who gives off a chill wherever she goes, shape shifts at will and has the ability to teleport herself and send bolts of lightning at enemies. Filled with action and brimming with the same meticulous detail as Kingdom Keepers: Disney after Dark and Disney at Dawn, Kingdom Keepers III: Disney in Shadow (Disney-Hyperion Books) is the third book in Pearson’s thriller series for young readers.

SCHEDULING INTERVIEWS NOW!
Reporters or bloggers wishing to set up an interview time should contact Ms. Monte Martin at 407-341-9866 or mmonte@hotmail.com.

THE BOOK

When five teenagers audition for jobs at Walt Disney World, they are hired as park guides. Using new technology, holographic projections of the teenagers lead guests through Disney's parks. The teens soon discover their job as a Disney Host Interactive (DHI), also known as a Daylight Holographic Image (DHI), isn’t exactly what it seems. Disney Imagineers (imagination + engineering) had no idea the technology might backfire. But backfire it did: some nights when the kids go to sleep, they wake up in one of the Disney parks as a hologram. The Kingdom Keepers discover their Imagineer friend has gone missing. Then the stakes grow higher when what starts out as a puzzle puts them on a quest for a sword, and the parks are in danger of being destroyed by a renegade group of Disney characters. They find themselves in a fight for their lives in order to save the parks - and the world.

THE GAME

In a groundbreaking and interactive Transmedia campaign, Kingdom Keepers III: Disney in Shadow includes bonus pages of clues as well as augmented 3D reality on the last page of the book. The online game, http://www.thekingdomkeepers.com/, enhances the reading experience. The book helps gamers unlock the game's interactive map and clues to online help Kingdom Keepers defeat Disney’s evil characters. Players must work together to defeat the villains who have escaped the parks and are now wreaking havoc on the Internet.

ABOUT PEARSON

• Best-selling adult crime novelist with more than 25 titles translated into 22 languages in 70 countries;
• Friend and co-writer of books with Dave Barry, humorist, columnist and Pulitzer Prize-winner for – Peter and the Starcatchers series;
• Guitar player and founding member of The Rock Bottom Remainders, a band of best-selling authors including Dave Barry, Stephen King, Amy Tan, Scott Turow and Mitch Albom; and
• Calls St. Louis home with wife, Marcelle, and their daughters Paige and Storie. (That's right, a page and a story.)

MORE

For more about Pearson and Kingdom Keepers: Disney in Shadow check out www.RidleyPearson.com or www.ridleypearson.com/blog_kids.html.

Social Media: Twittering About Twitter?

Termed, micro blogging, Twitter is a great resource for expressing a personal brand, thought leadership and corporate brand.

Nielsen recently released staggering statistics about Twitter:

• It is the fastest growing community site increasing 1382% in visits in February 2009 versus February 2008;
• The majority of the user base (42%) is between the ages of 35-49;

Here are helpful tips for tweeters:

• Check out and consider using a hash tag when appropriate as it is a way for people to search for tweets that have a common topic. #(insert topic)
• Change your bio often to reflect a description of a project, not just about you or the reason for your twitter page;
• Include a photo or logo to connect you or your brand to your tweeple for page personalization;
• Monitor your followers. Just because you have lots of them doesn't mean they are desirable followers. Check a few followers and see who they are and what they do ; - ) Let me know what you learn! (you can change your settings to accept or reject new followers); and
• Share the "love"birdies. Retweet! Copy and paste the original tweet, then put RT @ (insert originator’s username) at the beginning of the tweet and share the best links, tweets and gems with your followers. 

Still twittering about Twitter? Not sure how to use it for your business? Contact me today to turn up your Tweet volume and tune into Twitter.