Year: 2015

Lilly for Target Launch – Brilliant or Bust?

Tracy LathanFashion, Marketing, Public Relations, ,

Unless you have been completely out of touch, you no doubt heard about the madness that the recent Lilly Pulitzer for Target launch created. Sadly, I found myself smack dab in the middle of the crazy. I am still recovering.

After a super busy week, my family decided to skip church and get caught up on the morning of Sunday, April 19. We were out of everything, so I planned to make an early grocery store and Target run for diapers, toilet paper and other essentials for the week ahead. My husband took the kids out to breakfast and I picked up a coffee and remember thinking how excited I was to be running these errands alone so I could have some peace and quiet. I knew the Lilly line for Target would be in stores starting that weekend, and I foolishly thought maybe I would pick up a cute bathing suit or dress for my daughter while I was there. What I saw when I drove up blew my mind…a huge line winding around the building waiting for the doors to open.

It got worse. Once they opened the doors people went crazy…running to the display, knocking each other over and grabbing as much as they could. The doors opened at 8:00 a.m. and the entire women’s collection was completely gone by 8:02 a.m. Some ladies were cheering and immediately on their phones trying to sell what items they had scored to friends and family. There were tween girls crying in front of the racks because there was nothing left. It was a sad site, folks. Even worse, ladies lined up like vultures outside the dressing room in hopes that something wouldn’t fit and get thrown back to the wolves.

I went on about my shopping just taking it all in. I ended up with a scarf and a jumpsuit for my daughter that someone had discarded in the cleaning products section after the mad dash. I wasn’t even sure I wanted them, but after what I had witnessed I felt like I won the lottery.

Since the launch, there has been a lot of discussion around whether or not it was a PR success or a fail. As a PR professional, I happen to agree with this article from the Bulldog Reporter that it was a little bit of both.

At a previous job, I worked on the Target account and have enormous respect for the brilliant work that comes out of their PR/Marketing department. They are a strategic machine. And since the same thing happened when they launched the Missoni line for Target back in 2011, I can’t believe they were blindsided by this response. After all, everyone is talking about Target, and there have even been social media sites created to buy and sell the Lilly items online. The “limited availability” drove the demand and the hype.

But at what cost? Does this affect how target loyalists feel about the brand? I don’t think so. Speaking for myself, I was not upset with Target for that spectacle…more than anything I was disheartened by people’s behavior. What do you think? Did what happened with the Lilly line affect how you feel about the Target brand? Or should we say job well done?

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How to Win with Marketing Contests

Cherith AndesBlog, Real Estate PR, Trends, , , , , , ,

If I were a realtor, I would hand out fudge. Or hotdogs. Or homemade chocolate chip cookies. Any treat to mitigate the laborious grind of the house hunt. However, with the economy’s upward climb, a proliferation of new housing options have peppered the market, and along with them, a stream of fresh ways to engage potential home buyers.

Home buying might actually be fun again.

Real estate agents, developers and builders alike have re-introduced the age-old concept of the contest but have revamped it in fresh and interesting ways. Potential home buyers now enter a proverbial play ground of incentives, prizes and freebies to ease and expedite their choices. Naturally, the main tenant in real estate appeal still remains the same: location, location, location. But how much can juicy incentives sway a customer’s decision between the his or her top picks?

Successful real estate contests blend creativity, fun and ease with a noteworthy prize—something commensurate with the amount of effort required. And truly effective, engaging campaigns incorporate these three aspects:

Make It Easy: The Harvard Business Review took a close look at marketing variables that affect the “stickiness” of customers—how likely they are to complete a transaction. The bottom-line discovery revealed that the number one factor that influences consumer follow through is the “decision simplicity index,” or simply put, simplicity. In essence, when the task requires too much effort, the customer throws up his hands and walks. The sample principle translates into contests. Applicants shouldn’t be frightened away by convoluted instructions or complex tasks but rather engaged through one or two-step contests that make you think, “Oh, of course, I could do that.”

Make It About Me: Effective contests swing the spotlight onto the potential home buyer, inviting the customer to invest in a personal way rather than tossing their names into an overflowing fishbowl. Ben Marion Real Estate, a California-based agency, asked fans to snap selfies in front of its office sign. Once posted on social media, the photo that garnered the most likes won tickets to see the acclaimed Rascal Flatts in concert. Customers flocked to see their own selfies online and begged friends to visit Ben Marion’s page to vote. Effective.

Make It Worth It: In preparation for its May 16 grand opening, Wendell Falls— a new-home community in Wendell, North Carolina (and Clairemont client)—invited potential home buyers to enter for a chance to win something big: $50,000 towards a new home in Wendell Falls. How much is $50k? This eye-popping prize–approximately the same amount as the average American’s annual household income–attracted several hundred contestants to throw their hats into the ring with heart-warming stories and some whacky selfies. Who wouldn’t?

We have to give a high-five to Wendell Falls and ad agency partner Roni Hicks for incorporating all three of the “it” factors into its contest as well. With only a few words to write and fun selfies to snap, fans enjoy spotlighting their own personalities in an easy, accessible process. Well done, team!

(P.S. This is your official invitation to attend the May 16 Grand Opening Event at Wendell Falls where the winner will be unveiled. Join us to see a successful campaign unfold!)

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What does a PR Agency Do? LEKKER Bikes

Jasmin SessomsBlog, Case Studies, Raleigh PR Agency, , , , , 2 Comments on What does a PR Agency Do? LEKKER Bikes

Client: LEKKER Bikes US

Objectives: In 2014, LEKKER Bikes US became the first American distributer of LEKKER bikes, Dutch-inspired bicycles originally established in Amsterdam and later sold in Australia. LEKKER Bikes US retained Clairemont Communications to research the U.S. cycling market, capture the public’s attention and craft a dynamic event to introduce this custom-designed cruiser to the American audience.

Execution: To maximize online and in-person engagement with LEKKER’s target audience, Clairemont focused its efforts for “LEKKER Bike’s First 24 Hours in America” in the following areas:

24-Hour City Tour: LEKKER’s debut event introduced the first LEKKER bike in the U.S. by positioning it as a celebrity during its first day in America. During the 24 hours of festivities, the LEKKER bike made stops at nine local hot spots throughout Greensboro. Clairemont strategically planned the event in tandem with First Friday—one of Greensboro’s most popular community events—to maximize visibility.

Media Outreach: We targeted each news outlet with hyper-individualized pitches, highlighting the nontraditional 24-hour aspect of the event. Clairemont secured local TV anchors to host the bike as the first appearance of the day and live-tweet an inaugural ride on the morning show.

Social Media Campaign: Clairemont established LEKKER’s online presence and engaged its target audience on Pinterest, Instagram, Facebook and Twitter. Pre-established relationships on social media paid off as local organizations spread the word through Twitter and Facebook.

V.I.P. Reception and Community Outreach: Clairemont hosted a special V.I.P. reception during the 24-hour event at a local restaurant for community leaders, biking experts, media and bloggers to increase in-person interaction with the bike.

Website and Print Collateral: We carefully crafted SEO-friendly content—key messages, company history, mission statement, product descriptions and photography—to showcase LEKKER’s custom quality and accessible style. Additional collateral featured eye-catching photography and easy calls to action; Clairemont designed and distributed these materials during the event to attract and secure new leads for future sales.

Onsite Support: The Clairemont team worked around the clock for 24 hours to escort the bike between locations, distribute information, encourage interaction and live post the bike’s adventures on social media.

Results: Our efforts landed the bike on stage with a nationally renowned bluegrass band, at a pub party and in a four-star hotel where the chef honored the bike with its own signature cocktail. With the goal of only four stories, Clairemont secured a total of five media stories, one in every key outlet in the market. The event produced five blog posts and more than 100 social media posts to at least 285,000 followers, a result that exceeded the goal by more than 300 percent. Through the 24-hour event, more than 350 individuals encountered or interacted with the bike, including 30 community influencers that attended the V.I.P. reception, also exceeding our goal.

Our team agrees that this was one of our most fun assignments in 2014. The LEKKER bikes are beautifully designed, and we loved introducing it to everyone from potential buyers to members of the media to fashion bloggers who saw the bike as a hot summer accessory! Thank you Will at LEKKER Bikes US for letting us be part of bringing LEKKER to North America!

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“The Loss of Your Pet has Touched Us All”

Sarah HattmanBlog, Copy Cat, Public Relations, , , , 1 Comment on “The Loss of Your Pet has Touched Us All”

On March 13, 2015 I said a final farewell to my sweet Jack Russell Terrier, Piper, after 13 years together. The sad goodbye actually started months earlier, on December 20, when I received a call from the vet and learned that she had transitional cell carcinoma – bladder cancer. The prognosis was grim to say the least. I was told she had only weeks to live and that I should prepare myself to make the decision to have her euthanized.

From the moment I received the phone call, I vowed to love Piper as much as I could and to make her as comfortable as possible for as long as I could. We spent a weekend at her favorite place, Holden Beach, visited all her favorite parks and trails and took extra long walks daily. I also let her eat all the human food she could stomach – including rib bones.

I’m not sure if it is was all the love she was being showered with, or simply her tenacious nature, but she had more than a couple of good weeks; she had a couple of good months. However, in early March I started noticing signs that let me know the cancer was progressing and I came to the realization that she was in a lot more pain than I wanted to admit. The end was quickly approaching, and I would have to make the one decision I hoped I would ever have to make.

But how could I be expected to make this decision? Piper and I had been through so much together including 11 moves – two of which were cross country and she was in my lap both times for all 3,500 miles –  four jobs, two careers. Not only that, she was always the one who consoled me when I was sad or calmed me down during times of high stress. She was my constant companion, and I could not imagine life without her.

Throughout the process, I was in touch with Dr. Maria Glover at Kildaire Animal Medial Hospital. She and I spoke on a regular basis as I updated her on Piper’s situation and proceeded to ask her a ton a questions. On more than one occasion she told me that I knew Piper better than anyone and I would know when it was time to put her to sleep. I never thought it would happen, but it turned out Dr. Glover was right. After many good days and bad days with Piper, I was suddenly aware that I was being selfish and Piper was suffering.

My husband and I were with her in her final moments, and I wanted to make sure she knew how much we loved her and that I was grateful for the all the joy she had given me throughout the years. I hugged and kissed her, told her she was a great dog and that I would never forget her.

In the days that followed I was overwhelmed with texts, phone calls and sympathy cards. However, it was the card I received from Dr. Glover and her colleagues that moved me to tears. On the outside it simply read, “With Sincere Sympathy,” but when I opened it up I could hardly believe my eyes. Not only had 13 people written a heart felt note, but a separate card was enclosed informing me that Kildaire Animal Medical Center had made a monetary donation to the Andrew Davis Memorial Fund in memory of Piper.

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A portion of the card reads, “The loss of your pet has touched us all greatly.” While I knew they all cared about Piper, this line really stood out to me. As I continued reading, it became evident just how moved they were by the loss of Piper. The Andrew Davis Memorial Fund is set up to help low-income families pay for basic services as well as emergency procedures.

This simple, yet extraordinary gesture was completely unexpected, but greatly appreciated. While I continue to miss Piper each and every day, knowing the donation made in her memory is helping others experience the joy of having a pet brings a smile to my face.

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Trends Tuesday- Triangle DQ

Jasmin SessomsBlog, The Clairemont Team, Trends, , ,

Everyone has their own way to decompress after a long week. Although I love to pamper myself with a tranquil massage or veg out on the couch for never-ending Lifetime movies, I discovered this past weekend that a quick stop to Triangle Dairy Queen satisfied my sweet tooth and had me smiling the rest of the day. Since Triangle DQ is one of our esteemed clients, I know the Blizzard menu like the back of my hand.

So what’s so prodigious about Triangle DQ you ask? For me, I love knowing there is always a new Blizzard waiting for me as soon as I step into the door. Leave the classic Neapolitan flavors behind as you bask in the glory of the Salted Caramel Truffle Blizzard of the Month. If salted caramel truffles, buttery toffee pieces, choco chunks and rich cocoa fudge – just to name a few options – aren’t enticing you into a Triangle DQ store, the new DQ Bakes items are sure to do the trick.

I was ecstatic to hear about the new menu options DQ would be introducing and the opportunity to try them out for myself. DQ Bakes is a new line that features artisan sandwiches, snack melts and deserts a la mode. If you are already in love with the traditional menu items, the new additions to the menu take your taste buds to a whole different level.

Did I mention that the Clairemont team got a VIP tasting of the new menu additions? The girls and I spent an entire lunch hour serving as official taste testers for the brand. Not only was the food delicious, but owner and operator Andy Valkanoff was one of the first in the state to offer the new menu.

But for me, the DQ treats are what are sure to keep me coming back for more. Create a special birthday with a custom DQ ice cream cake, make mom smile with a Blizzard after dinner. So this weekend, skip the massage and ditch the gym. I am sure that DQ will aid in a blissful weekend and if not, your next Blizzard is on me.

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