Tag: Raleigh PR Agency

From Shoe Blow Out to Custom Knockouts

Clairemont InternBlog, Public Relations, Raleigh PR Agency, , ,

All it took was less than a minute of the most anticipated college basketball game of the season. Ticket prices hovered just below those of the Super Bowl LIII, and celebrities from around the country had flown to North Carolina to watch what many sports fans call one of the greatest rivalries of all times, the University of North Carolina Tar Heels versus the Duke Blue Devils.

This year’s game had an even higher percentage of viewers than normal. Duke’s Forward Zion Williamson, the likely number one pick in the 2019 NBA draft and arguably the biggest basketball powerhouse since young LeBron James, had developed an enormous following. It was 30 seconds into the game at Cameron Indoor Stadium when Williamson jumped down and planted his feet. Jaws dropped as Williamson tore entirely through his left Nike shoe, leaving him flat on the floor with a minor knee injury. Far from a tiny rip or hole in the shoe, the sole was completely ripped.

Within hours, Nike found themselves trending on social media. Viral videos of former President Barack Obama (who sat courtside at the game) saying, “His shoe broke!” took the internet by storm, and close-up pictures of Williamson’s destroyed Nike PG 2.5’s were the front-page story for countless sports outlets.

Nike Works to Dissolve Crisis

One of the hardest parts of crisis management is the inability to predict when a crisis (big or small) will happen. Unfortunately for Nike, this shoe fiasco hit during the most-watched game of the regular season, with 4.34 million viewers on ESPN.

Nike, however, pulled out all of the stops to diffuse the crisis. Immediately after the incident, the company released an official statement acknowledging the broken shoe and identifying the actions it was taking.

“We are obviously concerned and want to wish Zion a speedy recovery. The quality and performance of our products are of utmost importance. While this is an isolated occurrence, we are working to identify the issue.”

When Nike stocks dropped by more than 1 percent the following Thursday morning, Nike decided to go the extra mile. That same day, the company sent a team of upper-level employees to Durham to meet with Zion Williamson and his coach Mike Krzyzewski to figure out what had gone wrong. Following their meeting in Durham, the team then flew across the globe to China. They personally oversaw the construction of a more durable and resilient shoe for Williamson.

The priority treatment didn’t stop there. Within the same week, the Nike team returned to Durham with a variety of shoe alternatives for Williamson. Nike wanted to ensure the same incident wouldn’t happen again and that Williamson would be ready for his anticipated and suspenseful return to the court in the ACC Tournament against Syracuse.

Williamson didn’t disappoint. His return following the shoe fiasco was a basketball game filled with one-armed dunks and electrifying energy that led Duke to a quarterfinals victory. After the game, Williamson raved about his custom knockout pair of Nike Kyrie 4’s to reporters, giving an enthusiastic thanks to Nike and the steps they had taken for him.

Nike’s Next Steps

While not every company can afford to fly around the world to appease a client, public relations professionals can still take a note out of Nike’s crisis management handbook. Nike was thorough and strategic in its crisis management. Since Zion Williamson is one of the most popular players in the country, it reflected highly on Nike that the team took the time to oversee the production of a custom shoe, reinforcing the idea that even a corporate powerhouse believes in a personal touch and quality care. Nike didn’t try to deny its responsibility in the crisis. Instead, they owned up to the isolated incident and went above and beyond to ensure Williamson and devoted fans were satisfied.

Nike’s actions are also a great look for a future endorsement deal with prodigy Williamson, who will be signing a contract with one lucky shoe company once he goes pro later this year.

Want to learn more about how social media can be detrimental during a crisis? Check out our blog post on Social Media in Crisis.

Written by Alex Davis-Isaac, a senior at UNC-Chapel Hill.

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In Living Color

Kelli FletcherBlog, Public Relations, Raleigh PR Agency, , , ,

When Pantone announced its Color of the Year for 2019, we were extra pumped. Maybe it’s because the chosen shade, Living Coral, fits so well with The Clairemont House’s existing colorful décor. Or maybe it’s because coral has long been our list of must-have hues. (Kelli snagged a coral iPhone XR this fall, and Cherith chose the coral Billie razor.)

So yes, the color is pleasing to our eyes but also clearly the eyes of others. Pantone shared that it took note of branding efforts by big hitters including Apple and Airbnb. These companies used the coral color in recent campaigns, suggesting the rise of the color’s familiarity and popularity among the public.

What our Clairemont team loves even more is Pantone’s definition of Living Coral as a color of “carefree happiness” that “symbolizes our innate need for optimism and joyful pursuits.” Because that’s not just who we are; it’s also what we do!

Perhaps it’s working to strategize a rebranding campaign for a new client, helping a long-time client announce a new venture or assisting with an anniversary event for a downtown Raleigh hotspot. Or maybe it’s networking in our community to make connections that build our professional development AND relationship opportunities for our clients. Either way, we’re excited to show up every day for our own “joyful pursuits.”

We look forward to the collaborations that happen in our colorful office. We’ve seen this setting spark creativity for ourselves and our partners. And much like Pantone suggests with its 16-1546 Living Coral color, these walls indeed “provide comfort and buoyancy” in our everyday lives.

As we move forward in 2019, we’re looking forward to seeing more brands embrace this color trend (we have to admit: it’s a favorite of ours.) And in the event it isn’t just a trend but actually a pigment that can persuade a state of mind, we’re all for keeping around this energizing, animated color.

What’s your favorite Pantone color? Will you embrace this year’s Pantone Color of the Year?

Questions about how you can create a colorful campaign for your business? Send us a note!

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Marketing Real Estate in 2019

Cherith AndesBlog, Marketing, Real Estate PR, , , ,

Change is in the wind, or in the case of the real estate market, it’s coming with a blustery gust. 

The Federal Reserve’s recent interest rate increase along with national and international economics have impacted the 2019 real estate projection in several ways.

The shift in real estate necessitates an adjusted approach to marketing and public relations. It’s an opportunity for exploration and creativity along with a re-invigorated look to specific tactics.

So what’s around the bend in 2019?

1. Drop in Sales, Growth in Price

Lovely news right out of the barrel, no? Affected by numerous factors, including rising interest rates, affordability will pose an issue to most demographics. According to Forbes, sales will likely slow with a simultaneous increase in demand for houses in the $250,000 – $300,000 range.

Since buyers will be much more wary of purchasing, communities and homebuilders should take the opportunity to showcase their differentiating factors beyond just products. Take a step back and highlight your community’s lifestyle. Pinpoint key, visceral ways to forge an emotional connection with the buyer, perhaps through tactics including resident stories, virtual tours or resident-for-a-day programs like those at Clairemont clients Briar Chapel and Wendell Falls. Social media plays a strong role in helping the young mother find her stroller-mom run club or the mountain biker set eyes on your community’s miles of trails. Play matchmaker — connecting homebuyer with their ready-made-and-waiting lifestyle.

2. More Millennials Buy Houses

Despite rising costs, millennials may become the highest home-purchasing demographic. With the millennial homebuyer comes millennial communication preferences. 

Millennials crave experiences; they’re willing to sacrifice resources for time richly spent with friends or loved ones. Often, connection drives decisions, and this group turns to social media to seek that connection. Now more than ever, companies should focus on a well-honed social media strategy that includes both organic and paid reach. Simple reposts or links to articles and blogs won’t cut it. This group seeks relatable, unvarnished peeks into your community — what will they feel, what will they see, who will they meet? Brands should hone an authentic online experience through videos, images, apps and even VR tools to bridge the gap.

In addition, millennials do their research — including online reviews. It’s time to revisit your online review process highlighting Google and even Facebook. Decide how you’ll make this program grow (referrals? direct asks? approved incentives?) and dedicate resources to improving that presence.

3. The Rise of Experiential Retail

Smart Cities points out that e-commerce has cannibalized physical shopping destinations. To combat this, developers will be beefing up the offerings of brick-and-mortar stores, positioning retail as an experience rather than just a transaction. As Tech Crunch says, stores must go far beyond functionality. Meaningful interaction plays a vital role; it’s about the doing, not the buying. For example, Casper mattresses recently opened a room reserved for 45-minute naps called The Dreamery.

In this case, thoughtful marketing can unveil the experiences that developers craft. Videos and even VR can provide a taste of the experiential retail online to attract customers to the brick-and-mortar location. Better yet, social media can help co-create the experience through apps, games, challenges and Instagrammable moments that translate from the physical into the virtual. 

As you adjust your real estate sales strategy into 2019 and 2020, take full advantage of the benefits a strong marketing plan can provide.

Looking for a new approach or want to bounce around a few ideas?

Drop us a line!

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The Intersection Between Fashion & PR

Clairemont InternBlog, Fashion, The Clairemont Team, , ,

Made in Addis Ababa, Ethiopia.

I resided in the rolling hills of sunny California before making it to the water tower town of Holly Springs, North Carolina. I’ve always repped the West Coast, but these days my heart is set on staying in the East. Maybe even to the “Concrete Jungle Where Dreams Are Made” — New York City, the fashion capital of the world.

When people say “I love fashion” I’m always curious to know why. Let’s be honest; fashion is a world on its own– a vast universe filled with dreams and goals but also a cutthroat industry that can get quite superficial.

Here is why I love fashion:

Beyond allowing me to be who I want to be, fashion has always reflected and supported our culture and identity politics throughout time. Contrary to popular belief, fashion can be intellectual, from adapting suits for women to wear as they entered the male-dominated workplace in the ’80s, to providing an outlet for different subcultures to express themselves, and even to deconstructing gender binaries with unisex clothing.

As a public relations major, I’ve learned that millennials and Generation Z are the current driving force in the ever-changing apparel world. This new generation of shoppers are seeking out meaningful experiences and finally placing their trust in designers to deliver authentic and organic marketing.

Five years ago, I discovered what I wanted to do with my love of fashion. I was 19 and living in Los Angeles. Fairfax Avenue, the mecca of street culture, became the go-to shopping destination for my friends and me. To any visitor, the iconic street exudes a generation of muralists and skaters making their mark on the city and entrepreneurial shop owners coming in to capitalize on the mainstream of its aesthetics.

Although these new successes on the block parallel the increasing success of streetwear as a whole, I noticed a void. Streetwear brands don’t cater to women, while the very few that do make the mistake of trying to interpret the look for women, when women are attracted to wearing it the way it existed in the first place.

The more I learn about fashion, I realize that the culture still falls short of inclusivity. As someone who has a voice and understands the impact of PR, I want to amplify the voice of the profession. I want to pursue a career in fashion PR and align myself with brands that ultimately create meaningful relationships with younger, cause-driven consumers. Millennials aren’t just more likely to shop ethically; they’re also more inclined to purchase garments that visibly champion their beliefs. In a digital age of personal branding, fashion exceeds mere aesthetics and propels us towards empowerment.

Written by Clairemont Intern Ru Wolle, a senior at NCSU.
All photos from Canva.

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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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