Tag Archives: offers

Our survey says… more please!

7 Jan

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Welcome Prime Timers – to the first blog of the new year.

If you’re struggling with the thought of the five-day working week, then this blog probably won’t help. I’m going to get underneath the skin of a recent survey and debate the PR-Journalist-Consumer relationship. That’s right folks, we’re exploring a three-way relationship.

The Energy Saving Trust has commissioned a survey which reveals that more than half of consumers prefer to see advertising claims backed by facts and figures. A further 41% are more likely to believe ideas supported by a third party expert organisation.

‘This is interesting’ I hear you say. But you’ll be even more surprised when I say just 1% said celebrity endorsement would increase their product loyalty.

So, judging by this report, big brands such as Nike, Pepsi and L’Oreal should scrap Ashley Cole, Beyonce and Kirsten Dunst and re-invest their budget elsewhere, because apparently it doesn’t work!

PR
From a PR point of view, what avenue you go down to get coverage depends on who your target audience is. Top titles such as the Metro and the Daily Mail are packed with survey stories, but you can’t have a conversation with a lifestyle journalist without a celebrity partner as back up.

That’s because celebrities don’t just push product, they market an experience. Are the research respondents actually telling me that when they’re looking for trainers they’re turned on by Which? statistics rather than the thought of looking like a model?

Which sectors should prioritise stats?
1. Financial
2. Technology
3. Healthcare

Consumers
I’m not expecting consumers to believe everything celebrities say. We’re in the middle of a sponsorship era. Do well in youe field, you get offers. Lie, cheat or fail to perform and those offers are taken off the table. So, media savvy readers will know that celebs will agree with almost anything as long as it pays well. These endorsements are PR through and through.

In some cases, celebrities can’t even uphold an exclusive sponsorship deal. In the Evening Standard tonight I saw that in an interview with the Radio Times, actor Ben Miller has admitted to fancying Typhoo Tea opposed to PG tips. He’s rocked the boat and put his personal opinion above his cash cow.

Which sectors shouldn’t prioritise stats?
1. Fashion and beauty
2. Arts and culture
3. Media

Journalists
But, when it comes to securing coverage, it takes far longer to explain your headline stat and sample size, compared to uttering the words ‘Gwyneth Paltrow‘. And, more often than not, she adds more weight.

I’ve actually had a journalist put the phone down on me, not because he wasn’t interested in my pitch but because he simply didn’t believe the figures.

There’s a time and a place for numbers and percentages. When they’re unusual, fool-proof and complement the product or service, they sit well with all everyone involved. But, if in doubt, find someone who will communicate your messages without the hassle.

What do you prefer?

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Cineworld indulges in childish insults

26 Apr

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Cinema brands get my goat. Why? Because they clearly don’t understand social media, but continue to put people in charge that either say too little or far too much – to the point where they insult their customers.

A few months ago I blogged about Odeon, which failed to respond to a Facebook status complaining about ticket prices. Hours became days and days became an entire weekend where nothing was done, allowing the post to gain momentum through more than 170,000 ‘likes’.

Now it’s Cineworld’s turn to commit social media suicide, although this time the brazen brand has no remorse. The tweets that you’re about to see are still on the company’s Twitter page.

Let’s start this story with a quiz. If a customer complained about costs to you on a social network would you:

A) Apologise that they feel that way and use a pre-approved policy statement to explain why costs have risen before directing them to special offers that you’re currently running etc

B) Ignore the statement, after all you’ve got so many other tweets to respond to

C) Antagonise your customer and explode into a flurry of insults and childish backchat

I’m sure you can guess by now that Cineworld took option ‘C’. The backchat included:

Well you ‘say’ we’re definitely going bust in 1-5 years. If you’re psychic can you tell me the lottery numbers.

For someone that doesn’t like talking to us, you’re certainly persistent. Excuse me I have homework to do :]

And my personal favourite:

Fine OK we’re just evil millionaires who are trying to destroy cinema, you’ve blown it wide open. Enjoy Odeon :]

Shocked? I’m guessing (and hoping) that this approach has lost Cineworld more than one customer since its 42,000 followers witnessed the feud with customer Alan Bishop.

But, what’s more frustrating about this story is that The Drum questioned whether brands should be engaging with Twitter trolls.

Let’s be clear – Alan is not a Twitter troll. He had an opinion which the company failed to recognise. Instead it was belittled and mocked in the public domain which won’t do Cineworld any favours. Perhaps the big bosses need to remind the social media managers that they’re being paid to have some manners.

Am I overreacting? Or should brands be sticking up for themselves like Cineworld? Let me know!

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