Author: Tracy Lathan

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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What Does a PR Agency Do? The Design Network

Tracy LathanBlog, Case Studies, Furniture PR,

Photo from thedesignnetwork.com

Furnitureland South is widely known as a top furniture destination in the Southeast. In April 2013, Furnitureland South executives Jason and Jeff Harris launched The Design Network, a broadband, all-screens network that aligns the best designers, architects and home enthusiasts to offer instructional and entertaining videos about home design and fashion. In just one year’s time, The Design Network garnered more than a million page views and approximately 10,000 subscribers. Due to this success, the decision was made that on April 1, 2014 The Design Network would make its debut on its own channel on Time Warner Cable in the Piedmont region of North Carolina.

The new Time Warner Cable partnership was a milestone for The Design Network and Furnitureland South. As such, Furnitureland South retained Clairemont Communications for media relations support surrounding the announcement of the launch. We established the objectives as follows:

  1. Build awareness of the new Design Network channel on Time Warner Cable in the Triad by securing placements in at least three top Triad area local media outlets.
  2. Build industry awareness of Furnitureland South and The Design Network by securing placement in at least one furniture trade outlet.

With a tight budget and quick turn around time, we devised a focused media outreach strategy to determine proper timing and pitch targets. Since the cable channel was scheduled to launch on April 1, it was determined the news announcement would coincide and be made that same day. We established our goals and objectives and created our media target list, which included local triad media (TV and print), trade media and design industry bloggers/influencers.

Once the targets were determined, we crafted a news release announcing the new Design Network channel. On the morning of April 1, we kicked off the campaign by reaching out to our media targets with personal calls to pitch the story. We also complemented our pitching efforts by posting the news release on Business Wire. The response was impressive, thus we spent a great deal of time in the days that followed scheduling and facilitating interviews with Furnitureland South representatives and key media contacts, including The Triad Business Journal and the Tomorrow Will be Televised radio program based in New York.

The media relations campaign was a success. We secured placements in three top local papers (Triad Business Journal, Greensboro News & Record, High Point Enterprise), a national online radio program and one top industry trade magazine. Additionally, the Business Wire release was viewed more than 1,700 times and the news was tweeted almost 21 times by a variety of Twitter accounts. Most importantly, traffic to The Design Network website increased, which the client attributed to the buzz about the new channel on Time Warner Cable.

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Trends Tuesday: Behind-the-Scenes with Papa Spud’s

Tracy LathanBlog, Clairemont Client News, Trends, , , , ,

The Triangle Business Journal snapped this shot at the Papa Spud’s media breakfast and ran it as the Photo of the Day.

 

Last week in our Trends Tuesday post, we touched on the growing trend of online subscription delivery services. Let’s be honest…who doesn’t love when something is delivered to your door or when a package arrives. It’s like Christmas morning in the middle of the week!

We are all busy people, and the convenience factor of doorstep delivery is huge. One of our client’s, Papa Spud’s, is a North Carolina CSA (Community Supported Agricultural) service that delivers local, seasonal groceries straight to your door—from fresh produce, dairy and meat to granola, chocolate and jams. For those of us that like to buy local products but don’t have time to make it to the farmers’ market, local fish house or bakery each week, Papa Spud’s is a great option.

Tuesday mornings are a fury of activity at the Papa Spud’s warehouse, and we invited some local media members to see it for themselves. Produce and food items are being delivered, boxes are being packed and sorted and delivery vehicles are being loaded. On the morning of our event we had an unexpected snowstorm, so there was even more activity as the team tried to determine if the deliveries could still be made.

After sampling some tasty treats and coffee,  Papa Spud’s founder and owner, Rob Meyer, shared how the company was started. The media attendees were able to watch the team in action to really see and understand how the produce makes it from the farm to the box on your doorstep, in less than 48 hours. They were able to see firsthand that the demand in the Triangle for locally sourced food products is growing, and that the convenience factor is really attractive for busy families.

Have you tried a delivery subscription service? What products do you wish would show up on your doorstep each week?

 

 

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Friday Five: 36 Hours in Raleigh

Tracy LathanBlog, Free Advice, In Our Community, Restaurant PR + Hospitality PR,

As you may recall, last March the NY Times ran an outstanding piece highlighting our beloved City of Oaks titled, 36 Hours in Raleigh. N.C. The article featured some the local restaurants, shops and museums that have helped put Raleigh on the map in recent years.

I’ve lived in Raleigh for almost twenty years now (wow time flies), so needless to say I have seen how much our great city has changed for the better. The growth has been steady, strong and smart. I have always lived and worked close to downtown, so keeping up with what new restaurants and businesses are opening and thriving has become a personal passion for me.

A few weeks ago, my college roommate came to visit for the weekend. When she left Raleigh in 2001, there were only a handful of good restaurant options and downtown certainly was not the destination it is today. My husband graciously offered to take the kids out of town for the weekend, so I had the chance to serve as tour guide and show my dear friend how things have changed in a “36 Hours in Raleigh” of our own. So, for today’s Friday Five, here are a few of the spots we visited along the way.

Friday Night – 8:00 p.m.

For dinner on Friday night I chose one of my favorite spots downtown, Poole’s Diner. Time after time Poole’s does not disappoint. My husband and dine here often and always prefer sitting at the bar, which helps trying to get a seat on a busy weekend night. The vibe, cocktails and menu are consistently good. We choose a few menu items to share and it was perfection.

We also had the most wonderful chocolate dessert at Poole’s made with Videri chocolate from the local chocolate factory in the Raleigh Depot. Videri is BYOB and has a great patio, so it’s a perfect spot to enjoy one last glass of wine and some delicious chocolate before heading home. They also offer factory tours and serve up Stumptown coffee if you are in the neighborhood have a chance to stop by in the morning. The owners, Sam and Starr Ratto, have really created something special.

Saturday Afternoon – 2:00 p.m.

We spent the afternoon on Saturday shopping, and since we both have young children, we had to stop in one of my favorite children’s boutiques in Five Points, Progeny Shoppe. Store owner, Lauren Hood, has created a curated collection of modern, hip clothing, accessories and toys for little ones. The store is delightful and it’s almost impossible to walk out empty handed!

Saturday Night – 6:30 pm

 For dinner Saturday night I decided on another favorite of mine, Bida Manda. We started with a moscow mule and shared the lettuce wrap appetizer. The service is always fantastic, and the décor creates a warm atmosphere that draws you in off the street. A creature of habit, I always get the Pad Tai and am never disappointed.

Sunday Morning – 8:00 a.m.

I couldn’t think of a better way to end our weekend than with breakfast at Joule. Joule has quickly become my hands down favorite spot for leisurely weekend brunch, or for a quick breakfast during the week. I love the coffee, the hipster vibe, the vibrant décor and the community table. Obsessed with the grits and sourdough toast with avocado…what a great addition to downtown!

These are only a few of the spots we visited during our weekend tour – there were so many more we didn’t have time for. I was proud to see what Raleigh has become through her eyes. What also became clear along the way is that Raleigh has achieved the best of both world’s…home to an amazingly talented group of chefs, small business owners and entrepreneurs, Raleigh has maintained a local, organic, laid back feel. Nothing fancy, just good people, good times and really good food.

 

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WHAT DOES A PR AGENCY DO? PDQ Blogger Campaign

Tracy LathanBlog, Case Studies, Public Relations, Restaurant PR + Hospitality PR, , , , 2 Comments on WHAT DOES A PR AGENCY DO? PDQ Blogger Campaign

Client: PDQ (People Dedicated to Quality)

Situational Analysis

PDQ, which stands for People Dedicated to Quality, is a fast-casual restaurant that specializes in hand-battered chicken tenders and offers a full menu of fresh, made-to-order items, including daily cut fries, hand-spun milkshakes and fresh salads. Founded in Tampa, Florida in 2011, PDQ opened its first North Carolina location at the end of 2012 and now has five locations in the Triangle. As PDQ quickly expanded in the area, managers wanted to introduce moms and families to the restaurant and build awareness of the company’s brand.

PDQ turned to Clairemont Communications to introduce influential moms to one of the newest fast-casual dining options and raise awareness about the restaurant’s dedication to freshness and quality. With no microwaves or freezers in the restaurant, Clairemont wanted to educate moms that there are healthier options available when they need to feed their families on the go. Clairemont created an event that directly targeted PDQ’s key audience of moms and in turn created loyal PDQ brand ambassadors.

Planning

Based on our primary and secondary research, Clairemont established the following objectives to achieve brand awareness for PDQ:

  1. Increase awareness of PDQ by securing at least five bloggers to attend the event.
  2. Secure 15 social media mentions.

We offered two seating times – a late lunch and an early dinner – to better increase our chances of coordinating with their schedules. Since PDQ is a family restaurant, we also decided to open the event to the bloggers and their families so they would get the true experience.

Because the Clairemont team knew that the bloggers would be live tweeting and posting pictures on Instagram, we created a document with the attendees’ handles so we could make sure PDQ’s social media team tagged them and responded accordingly. Additionally, we worked to identify which bloggers had allergy concerns and coordinated with PDQ to develop a document that detailed menu items’ ingredients to answer any allergen or dietary concerns.

Execution

To maximize engagement in-person and through social media, Clairemont focused its efforts for the mom blogger event in the following areas:

  • Creating the Dining Experience for Moms: To get the full experience, we directed them to the counter to order directly from the menu. As most of them had never been to PDQ, we encouraged them to ask the staff questions. This allowed employees to demonstrate their knowledge of the brand and its menu, while showcasing their excitement for PDQ. It also allowed the bloggers to experience how easily menu items can be customized as part of a regular PDQ visit and not just at a special event.
  • Engaging the Kids: With two moms on the Clairemont team, we know that the key to happy moms is happy kids! The children of the mom bloggers were treated as VIPs at the event. They were given behind-the-scenes Fresh Tours of the kitchen where they were invited to make their own shakes and to try the “potato punch down” that PDQ uses to make fries.
  • Onsite Support: Two members from the Clairemont team staffed each of the sessions to engage with the bloggers, distribute information and take pictures to be shared on PDQ’s social media channels.

Evaluation

The PDQ executive team attributes this event to helping put the brand on the map in the Triangle region, and Clairemont successfully exceeded our objectives within our budget as follows:

  1. Secured attendance of 14 bloggers, exceeding our goal of five, which ultimately resulted in 10 blog posts. In aggregate, these 10 blog sites receive approximately 212,865 unique site visitors per month.
  2. Secured 21 social media mentions, exceeding our goal of 15 posts, which were visible to more than 42,000 combined followers.

Additionally, the bloggers provided feedback, stating that this was one of the best-planned and executed blogger events they had attended. They were impressed by the food, service, the allergy information and the special way their children were treated. Overall, Clairemont effectively engaged a group of vocal, visible bloggers, many of whom have become regular customers and PDQ brand advocates.

 

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