Category: Marketing

Photo of the Week: Foodie Dinner

Jasmin SessomsBlog, Marketing, Restaurant PR + Hospitality PR, , , , , , , ,

Ever wonder how foodies take such fabulous photos of mouth-watering, scrumptious-looking plates? In this case, a little teamwork makes the dream work. Check out Trish Witek’s photo of food bloggers collaborating on how to get the best shot at Il Palio’s (client) VIP foodie dinner. As one food blogger shines an iPhone flashlight onto the dish, another friend zooms in on his camera for the perfect (well-lit!) shot.

As a strategy to engage key influencers in an ever-changing food industry and to highlight the grand reopening of the restaurant, Il Palio hosted 16 of the Triangle’s leading food bloggers for a special, four-course dinner event.

Love the work we do at Clairemont? Be sure to read our other foodie posts on the blog.

 

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REI’s Bold Move: Brand Suicide?

Cherith AndesBlog, Marketing, , , , , ,

Recently, REI rocked the internet with its shocking holiday announcement: not only will the retailer remain closed on Thanksgiving, it won’t open on Black Friday. At all.

Commentaries from heavy hitters like Forbes, CNN Money and USA Today grappled with the impact of this corporate decision. Why would any exec in his or her right mind voluntarily sacrifice the sales from one of the largest shopping days of the year? And what about the brand’s life-long loyalists? REI runs the risk of frustrating its core customer base and losing sales not just on Black Friday but into perpetuity.

But a closer look reveals a pay off in REI’s brand strategy.

1. The Right Timing

First, the rule that touts “location, location, location” should actually promote “timing, timing, timing.” For visibility, REI couldn’t have selected a more prominent day. A chain of only 143 stores is by no means a Fortune 500 powerhouse, but yet with that one decision, REI garnered nationwide attention from almost every major news outlet. The sheer juxtaposition of expectation versus execution hooked the media.

2. The Right Reasons

REI applied a foundational marketing principle that may increase brand value over time. According to Fast Company, the top thing that customers want from a brand is not good service or quality products. Consumers want honesty. They crave a company that livesJerry Stritzke quote about REI's brand strategy out its values—a concept known as brand authenticity.

REI is closing its doors to encourage its employees (and fans) to enjoy the outdoors, a principle upon which the company was founded. In theory, true REI fans will recognize this gesture as a valid commitment to core values, including an active, healthy lifestyle. The behavior matches the promise; this must be a brand I can trust. And since brand trust positively correlates to purchase intention, REI may even make up those lost sales–and then some–in the next few quarters.

3. The Right Execution?

So far, so good. The CEO and president, Jerry Stritzke, nailed the talking points in interviews. Feedback on social media has proved to be largely supportive, and the website’s count of #OptOutdoor supporters climbs by the minute. REI even provides options for outdoor activities—albeit far from comprehensive—to foster options. With tweet to REI about Black Fridaygoodwill stockpiled, REI now must execute and leverage its brand strategy. Photos and visuals of staff enjoying the outdoors on Friday or a welcome-back experience for refreshed fans on Saturday would seal the deal and drive home the message.

Let’s watch how REI navigates its bold commitment that will either boost (or blow) its popularity. Tweet us your thoughts @clairemontcomm.

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Video of the Week: Pamper Your Pooch

Jasmin SessomsBlog, Marketing, Raleigh PR Agency, , , , ,

Our pets are more than just pets; they are our best friends and considered by some to be family members. Savvy businesses are catering more and more to pets.

The Lincoln Apartments (client) features a full pet spa decked out with all of the necessities to properly groom your pet. As a creative way to spotlight The Lincoln’s love of pets, Clairemont recently hosted “Pamper Your Pooch,” an event featuring simple grooming tips that anyone can do – especially in The Lincoln’s pet spa.

We partnered with Dirty Dogs Spa to provide the hands-on demonstration, and Cause for Paws of NC was kind enough to bring in Porkchop, a Cause for Paws success story, to serve as the model dog. Check out the marketing video we created to show off the brand new facility and share tips for pampering your pooch.

 

Want to see more of the work that we do at Clairemont? Be sure to check our case study blog posts!

 

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Did the Grinch steal Starbucks’ Christmas?

Jasmin SessomsBlog, Marketing, Restaurant PR + Hospitality PR, , , ,

Christmas comes with snow flinging. Christmas comes with children singing. Christmas comes with little elves. Is Christmas leaving Starbucks’ shelves?

As Thanksgiving nears, companies are ramping up for the Christmas season. There is a plethora of brands that change their marketing efforts to appeal to customers in different seasons, and there are certain brands that take it to the next level–like Starbucks and its iconic red holiday-themed cup.

The facts behind the holiday cups

Since 1997, Starbucks’ holiday-themed cup has created countdowns to the release date around the world. The Starbucks cup signifies the official start of the season and serves as a symbol for Christmas. But with the 2015 switch to plain red cups, critics are lashing out at Starbucks on social media, stating that the brand shift is a “war on Christianity.” But does the shift in marketing harm or enhance the company’s brand? Here are a few reasons I think the new holiday design is here to stay:

Big ideas work

Big ideas are more important than ever. Although it seems harsh to consumers, Starbucks didn’t badger us with TV commercials or any media relations efforts about the new cup. Most big ideas tug at the emotions of the consumer. I think Starbucks used this to its advantage. Although there is negative backlash on social media, the big idea of the cup change is grabbing all of the attention and keeping Starbucks relevant in conversation.

Keeping the details secret

Starbucks vice president Jeffrey Fields explained that the company “wanted to usher in the holidays with a purity of design that welcomes all of our stories.” According to USA Today, it is also rumored that the plain character of the cup offers customers the opportunity to create their own holiday designs on the cups.

Engaging the consumer

Consumers can be a source of great thinking and ideas. The new cup allows for creativity and a sense of community with its customers, an opportunity for them to write their own message and share it on social media. Free marketing and community relations? I say yes.

What do you think? Do the red cups help or hurt Starbucks’ holiday brand? Are you planning to play Picasso with the new cups? Follow Clairemont on Twitter, and send us your thoughts!

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5 Food Photo Tips for Smart Phones

Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PR, , , , , , 2 Comments on 5 Food Photo Tips for Smart Phones

It’s a good bet that if you’re sitting down to dinner, you’re snapping a photo of your food. Compelling images have the potential to create cravings that boost a restaurant’s appeal and garner engagement on social media. But not all of us carry a Nikon in our evening clutch. So we combined forces with Stacey Sprenz, founder of Stacey Sprenz Photography, to share some of her most shutter-worthy food photography tips–all tailored to your smart phone.

  1. Screen Shot 2015-11-04 at 10.41.36 PMTurn off the flash. In food photography, a flash casts a shadow, washing out the subject and warping its appetizing hues. Natural daylight is best, so find a window whenever possible. And don’t be afraid to move the subject around to several places in the room to capture optimum lighting.
  2. Try three different angles.
    1. 45 degrees or less: Use this angle to demonstrate the height of a dish, perfect for showcasing an appetizer with microgreens or a salad with garnish mounded on top.
    2. 90 degrees: The overhead angle typically works well for soups, skillets or table settings.
    3. Zero degrees for drama: Hold your smart phone level with the table to capture a particularly artistic plating or display.
  3. Frame the shot. Use the rule of thirds. Divide the frame into three segments (horizontal, vertical and diagonal), and position the subject to fill either one-third or two-thirds of the frame. Allow “negative space” to fill the rest of the shot to focus emphasis on the dish.
  4. photo with utensils by Stacey SprenzStyle on site. Utensils, textiles, table décor, background – experiment with available props to create a scene or elicit an emotion. Prop spoons at an angle, nestle the dish on a casually folded napkin or position a bottle of wine as a backdrop.
  5. Use an app(lication) for your app(etizer). The custom technology of photo apps help to correct exposure and white balance, increase clarity and saturate weak color palettes. Experiment to find a phone app that works best for the type of photo you’re taking. For food photography, Stacey loves Afterlight.

Want to know more food marketing tips? Check out our blog on festival and event marketing–a great place to use your new photography skills. Peruse Stacey’s collection of culinary photos or chat with her on Twitter for more artistic inspiration.

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