Tag: creative marketing

Where’s the Wonder?

Cherith AndesBlog, Inspirational, Professional Development, , , ,

I just ran across an Instagram graphic detailing 15 time management skills. This was after reading a blog on five ways to improve your writing, nine tips to produce error-free projects and three ideas to maximize your workflow.

Since when did life become one giant checklist?

The question gave me pause. Real pause. Like … enough that my 15 time management skills checklist wouldn’t have approved.

Originally, I ventured into marketing and public relations because of its open door into a world of creativity. While good PR is founded on thorough research and solid strategy, great PR adds the unexpected, a streak of color or a head-tilting idea. The industry has become steeped in analytics, big data and ROI. And yes, while we exist to achieve results, data is not the only goal.

What happened to sitting around the coffee bar spinning out “what if” scenarios? What happened to diving down a rabbit hole of reading just to indulge your inner nerd? What happened to team brainstorms that use crazy props like Play-Doh or Lucky Charms cereal boxes? (I’ve done both.)

What happened to the whimsy of creativity?

On a recent trip to Carolina Beach, I popped into a nook that housed a hybrid coffee shop, pastry mecca and used bookstore.

It was here that I stumbled on a blind date.

The book shop owner had repurposed a vintage card catalogue (Google that one, millennials and Gen Z) and filled its drawers with novels wrapped in brown paper and string. The paper read “Blind Date with a Book” followed by hand-scrawled reviews of the publication. Without the aid of cover art, I could only rely on the intriguing verbiage to get a sense of the secret gem wrapped in the paper.

It was delightful. No title. No images. Just tight, poignant phrases that thoroughly piqued my interest. Suddenly, all I wanted to do was dive nose-first into whatever book contained this “funny, barbed, delightfully winsome storytelling.”

And that’s what I want us to recapture. Just for a spell here and there, shake off the taskmaster of to-dos and deadlines. Let your curiosity wander. Explore a new corner. Try new words. Heck, take a different route to the grocery store. Creativity isn’t a task that can be defined, prescribed and checked off the list. It’s an attitude of pervading curiosity that leads to new ideas, fresh perspective and often, a fascinating journey.

What makes our work effective isn’t the efficiency; it’s the sense of play.

It’s time to reignite your wonder.

Looking for a place to start?

Check out our team’s sources of inspiration. 

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Finding Your Head-Tilting Idea

Cherith AndesBlog, Marketing, Public Relations, , , , ,
You have it. You found your something, your showstopper, your Shark-tank-worthy product that you know will revamp your industry! You wouldn’t invest your time, talent and resources in an initiative if you didn’t believe in its revolutionary power.
Why, then, aren’t media inquiries flooding your inbox? Why aren’t eager customers beating down your doors and clearing your shelves? Why is your social media engagement fizzling to nothing?

Sound Familiar?

Alas, thus is the plight of many brands that come to us — a world-changing idea that hasn’t yielded the results they expected. Now notably, many elements of the business require honest evaluation in this situation, from the product production to the business model itself.
But at Clairemont, we’re in the business of transforming a company’s marketing and PR from “blah to Voila,” as we say. And one of our secret ingredients is what one of our friends – Sean Lilly Wilson of Fullsteam Brewery — once called “the head-tilting idea.”

The Head-Tilting Idea

A head-tilting idea is the element that makes you simply stop … and take a second glance — the “wait, what now?” factor. (That’s the technical term in our PR textbooks.) This twist of creativity swivels the spotlight to your company, placing your brand on centerstage. Whether based on humor, a bold CSR move or an unlikely partnership, the contrast where the expected meets the unexpected produces a magical magnetism, one that we’ve seen catch the attention of busy reporters and create a vibrant buzz amidst consumers.

Ideas in Action

Here are just a few we cooked up in the Clairemont creative kitchen:

Hoedown Showdown: A master-planned community threw a barn-raising themed event to celebrate its first anniversary. To transform this internal milestone into a media-worthy moment, Clairemont concocted the ultimate “dancing with the stars” competition. Media were invited to compete in the square-dance competition dubbed “the hoedown showdown” for a chance to win $1,000 to donate to charity of their choice. This unexpected boot-scootin’ bonanza captured the attention of busy media, landing coverage across the Triangle.

LEKKER’s 24 Hour Tour: Fans flocked to see North Carolina’s  newest star — one that made its debut for just 24 hours in Greensboro. The celebrity made appearances at everything from restaurants and boutiques to morning TV shows and even on stage at a live band performance. The guest celebrity? A Dutch fashion bicycle making its debut in the United States. Clairemont positioned the LEKKER bike as a celebrity that spent its first American day doing photo opps, “signing autographs” and meeting its new fans. Clairemont transformed a typical product launch into an anticipated debut, garnering fans, securing bold coverage and topping the season’s holiday shopping list.

Wrangler Dave Launches the Railinc CowParade: When Railinc, IT provider to the rail industry, asked Clairemont to give them some creative ideas to promote its sponsorship of CowParade North Carolina, we said we’ll do you one better and give you something no other sponsors have! We’ll give you a cowboy! Clairemont’s Wrangler Dave became the official cowboy of the Railinc cow. In full cowboy getup Wrangler Dave starred in videos and on the Clairemont-created landing page talking about how supporting mooovelous causes like the CowParade made Railinc an udderly amazing place to work. We collaborated with the 16-year-old artist selected by Railinc to paint their cow to include QR codes in the cow’s design, linked the landing page. Railinc employees were invited by Wrangler Dave to participate in a cow-naming contest, a photo contest and to join Wrangler Dave at CowParade events. During Raleigh’s First Fridays while Railinc’s cow as on parade, Wrangler Dave hosted “Chow Cow,” a promotional game that highlighted career opportunities and helped boost Railinc’s employment!
Are you looking for that new angle, a fresh pizzazz to bring your brand to life? Drop us a line to find your head-tilting idea!
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Finding Inspiration

Cherith AndesBlog, Professional Development, The Clairemont Team, , , , Leave a Comment on Finding Inspiration
I think it’s safe to say we all are in need of a little inspiration from time to time — especially those of us who work in the public relations field. Sometimes the secret sauce needs a little shaking or a  fresh ingredient. Our fabulous Clairemont team is no exception, so we wanted to share with you some of those golden gems that spark our creativity!

Tracy Lathan

I find that my kids are my creative inspiration. At just five and seven years of age, they already know the new technology, games, apps, movies and dances that are all the rage. They keep me on my toes and on top of what is trending. I also find inspiration from various blogs I follow on topics such as food and fashion. And I always make sure to stay up to date on industry trends in PR Strategies & Tactics and other outlets to see how other public relations pros are tackling challenging subjects.

Nathan McDaniel

I find much of my inspiration in the promise of the end result. I want to work hard towards a goal or task so that when it is finished, if done correctly, the satisfaction of doing a good job provides me with motivation. I take pride in my finished products; so when I am putting in the hard work I can push myself, because it will produce a better result. Creativity is a factor that often inhibits progress due to its ability to frustrate and confuse us. If I am stuck, I go completely outside of the box. Sometimes, a brand new style or an off-the-wire idea can generate the best work. Having a brainstorming session over fresh coffee is the best way for me to come up with ideas.

Yasmine Evans

Whenever I’m feeling like I’m in a rut, I switch it up with some music. The type of music just depends on what I’m feeling that day, but music can usually get the creative juices flowing. If I’m feeling like I’ve been stuck for awhile, I’ll try a change of scenery like going for a walk or hanging out at a coffee shop or library. That usually does the trick!

Cherith Andes

Grouch0 Marx amuses me with one of his hallmark quotes: “I find television very educating. Every time somebody turns on the set, I go into the other room and read a book.” I concur! The power of the written word can not only educate and entertain but also inspire and invigorate. From blogs, news stories and op-ed pieces to the back of a cereal box, creative copy reflects a different point of view that can often spark fresh ideas in my own work.

Dana Phelps

Inspiration is everywhere! Shelves of my grocery store offer innovative packaging and clever copy. Art work — whether displayed in The Prado or quickly sketched on theback of a paper placemat by a child — never fails to get my creative juices flowing. Possibly the best way to kick start my brain into idea generation is to first clear it, and nothing does the trick like nature. My favorite place to be is on a beach at sunset. When I can’t make that happen, simply pushing away from my desk and talking a walk around downtown Raleigh always puts me in the right frame of mind.
Looking for your own dose of inspiration? Check out the fun ideas in our case studies!
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3 PR Tips from a Rising Star

Clairemont InternBlog, Professional Development, Public Relations, , ,

Written by Casey Moore, senior at the University of North Carolina at Chapel Hill.

Throughout my time at UNC-Chapel Hill, I have been lucky to enough to learn from established professionals within public relations. I have taken courses in Crisis Communication, PR Writing, Marketing, Case Studies and PR Campaigns. Despite this robust selection, I still believe I’ve learned many valuable communication lessons outside of the classroom. I spent time as a Media and Journalism School Ambassador, the marketing manager of an improvisational comedy group and a multi-media leader for Relay for Life, among other things. With these groups, I have walked away with a few  “aha” moments.

1. You can’t please everyone.

Sometimes it is best to trust your instincts rather than ask for a vote on campaign items. Crowd-sourced design or writing can be hard to manage, and there will also be things various voices wish you had done differently. That being said, it is better to turn in the creative deliverable on time than worry about getting it “perfect” according to every party.

2. Wacky Can Work.

Crazier marketing material can garner significant online traction! Due to the fact I was often promoting comedy shows, I had freedom to get sillier. My team used guerilla tactics on campus to nab attention. For one show, we staged a milk and La Croix chug in the center of the university. Approximately 50 students gathered around to gape at the showdown, and hundreds watched the video via Facebook Live. Another comedic venture was “Fall for Chips.” Several teammates decided to stage fake tripping incidents on campus, causing a ruckus in the library and in lunch halls. They filmed passerbys’ reactions, creating a hilarious video was viewed more than 6,000 times on Facebook.

3. Timing Matters.

While every millennial seems to be on her phone throughout the whole day, there are certain times where more college-aged people will see your post. In Relay for Life, we carefully strategized when to announce updates or post on Instagram. Most people scroll through their entire newsfeeds first thing in the morning and right before they go to sleep. While you may be eager to post an exciting design or picture, post in these windows of opportunity.

Check out Casey’s other tips on how to keep your audience’s attention!

 

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Calls-to-Action You Can’t Refuse

Cherith AndesBlog, Copy Cat, Marketing, , , , , , , , ,

Calls-to-action (CTAs) are the life breath of advertising and marketing strategies. Why bother crafting (and funding) a hefty communications campaign without utilizing the number one catalyst to recruit leads? Click, download, listen, like, share—no doubt you’ve been peppered with these same pop-ups vying for your attention. And no doubt you’ve ignored equally as many pop-ups (probably with an eye roll thrown in for good measure).

However, communication strategies can’t afford to skip or skimp on these vital triggers. As Megan Marrs points out, effective CTAs incorporate not only striking design but more importantly compelling copy. So please note, whether in print or online, content still reigns as king.

As I was perusing one of my favorite fashion retail sites (don’t tell my husband), I encountered one of these CTAs. Same old, same old—until I read the last line.

Ann Taylor Call to Action

Option 1: “Enter Your Email for 50% Off Your Entire Purchase.”

Option 2: “No thanks, I prefer to pay full price.”

Wait…back up! I don’t want to pay full price! And hence, you see the beauty of this particular pop-up, not in the actual CTA but in the opt-out text. By cleverly articulating the consequences of opting out, Ann Taylor actually convinced me to relinquish my precious personal email address…hook, line and sinker. And now I’m a regular newsletter recipient!

The lesson? Take a second glance at your standard copy and look for a fresh way to frame the customer’s or client’s options. What’s in it for them? What will they truly lose if they refuse your offer? Honest and creative positioning cuts through the competing marketing “noise,” nabs the reader’s attention and just might make the difference in your sales, clicks, shares, downloads, sign-ups, tweets, posts, replies…you get the picture.

Now it’s your turn. What quality makes your copy effective?

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