branding

Media Relations Tips For Any Sized Business

journalist

Media relations is beneficial for any business, no matter its size.  Journalists are always looking for story ideas that will benefit their readers and media placements can help showcase your business as an expert or resource.  Below are media relations tips for businesses that are looking to increase their awareness.

1) Monitor the News.  By reading or watching the news, you become aware of topics that journalists like to cover.  In addition, you may spot an opportunity to newsjack or insert a company opinion about a trending topic.  Google Alerts allow consumers to receive news alerts based on their chosen keyword and Google Trends showcases the latest searched topics.  These tools keep you proactive in finding a story to pitch.

2) Pitch a story idea based on a timely event of public interest.  If you track upcoming events or holidays occurring in your community, your business may find an opportunity to pitch a relevant story idea.  For example, around mid-August and early September, many back to school stories appear on the news.  If your company relates to this season, you can integrate your company in a back to school story idea.

3) Be the Journalist’s Assistant.  After the journalist confirms his or her interest in writing the story, assist the journalist by providing the information he or she needs and coordinating the interviews.  A journalist will remember the work you put in to help the story get published.

4) Show Gratitude. Thank the journalist for the story.  Let him/her know that you appreciate his or her work.  Gratitude goes a long way and journalists will remember you the next time you pitch a story.

 

What are you waiting for? Develop a Connection with Hispanic Millennials.

Hispanic Millennials

Brands should invest marketing dollars in Hispanic Millennials.   A Telemundo Case Study called “Who is the New America” reveals that there are 50 million Hispanics in the United States that possess $1 trillion of disposable income in total.  They outspend Non-Hispanics in electronics, clothing, beauty products, CDs, and groceries.  Latino Millennials currently make up 46% of the Hispanic population and are members of the fastest growing demographic in the United States.

To connect with the Hispanic millennial, brands must understand how they like to communicate and their passion points. Approximately 64% of the Latino youth are Spanish dominant/bilingual and connect emotionally with Spanish or ‘Spanglish” messaging.  A Nielsen, Univision Communications and Starcom Media Vest Group study, “The Bilingual Brain”, found Spanish Ads to be more effective in driving emotional engagement and memory activation than their English counterparts.  The Hispanic millennials in the study were more engaged with a Spanglish Ad following English programming in comparison to Spanglish ads following Spanish programming.

When creating brand messaging, marketers need to look beyond simply translating an English message.  Instead, they should focus on the fact that historical context and cognitive abilities play an influential role in how Hispanics perceive an advertisement.

LVM provides insight to its clients on the Hispanic millennial ‘voz’ or voice and helps them identify brand-specific passion points that will engage this growing audience.  Through experience, we know that Hispanic millennials are receptive to brand messaging when communicated in the right way.

The Importance of Shopping Local

Independent Retailers Month

 

 

 

 

 

Independent retailers in several countries continue to celebrate Independent Retailer Month.  Also known as ‘mom and pop’ shops, independent retailers encourage consumers to shop local through various in-store and online promotions.  They also educate consumers on how local shopping impacts the economy.  According to the American Express Open Independent Retailer Index, nearly half of the total retail sales in the U.S. come from independent businesses.  When a consumer spends a dollar at a locally owned store, it is spent six to 15 times before it leaves the community (reports the Independent Retailer Month).  LVM encourages consumers and business owners to support their local businesses year round.

Here are some social media marketing tips for local businesses who want to promote Independent Retailer Month.

social media

 

 

 

 

 

 

 

 

 

– Share statistics with your social media followers about shopping local and its effects on the economy

– Create a Check-In offer on Yelp

– Spread the love and showcase your favorite local retailers

– Connect with Independent Retail Month’s Facebook and Twitter accounts and join the conversation with the official hashtags: #indieretailusa and #shopindieretail

-Check out Independent Retailer Month’s Idea Bank for more ideas

LVM is excited to showcase some of its favorite independent retailers in the area:

– LVM’s Favorite Independent ‘Fashion Retailer’ – Bardot in Newport Beach.  Inspired by Brigitte Bardot, whose quintessential seaside style made her a fashion icon, Bardot of Newport Beach brings the latest in fun, flirty, and feminine fashion for the Bardot girl in all of us.

– LVM’s Favorite Independent ‘Wine Retailer’ – Hi-Time Wine Cellars in Costa Mesa. Since 1957, this boutique wine cellar has served Orange County with the best in California, French and world wines and always offers the best selection of wines from the beloved country of Argentina.

– LVM’s Favorite Independent ‘Family-Owned Retailer’ – Custom Comfort Mattress in Orange.  This family-owned company values the art of upholstery and designs/creates each mattress in its workshop.  After a long work day, you will appreciate an ‘honest, genuine piece of American craftsmanship that affords you a good night’s sleep!

– LVM’s Favorite Independent ‘Mercantile & Culinary Retailer’ – Fleur de Lys in Costa Mesa.  Fleur de Lys showcases a hand picked selection of items that cater to your home and lifestyle.  This is our ‘go-to’ shop for gifts for all occasions!

Next time you shop, we hope you will support (or continue to support) an independent retailer in your area!

 

Additional sources:

http://www.forbes.com/sites/nicoleleinbachreyhle/2014/07/03/celebrating-independent-retailers-their-strong-future/

http://www.pcr-online.biz/news/read/independent-retailer-month-aims-to-boost-local-businesses/034299

 

 

Our Favorite Marketing Moments of the World Cup

Facebook announced that the World Cup has generated more than one billion interactions, making it the largest event in Facebook history.  On top of this, Twitter users have sent 300 million World Cup related tweets. As World Cup fans are utilizing social media to share their favorite moments throughout the games, brands are monitoring the World Cup closely and aligning their content strategy with it.  Since the World Cup is coming to an end this Sunday (sadly), we want to share our three favorite marketing moments of the World Cup.

3. Aeroméxico’s Tweet after the Netherlands vs. Mexico game

We appreciate how Aeroméxico was positive and supportive to its national team, despite its loss to Netherlands.  This tweet roughly translates to, “Thanks for a great championship. We are proud and look forward to having you home.”  To date, this tweet has 7.5 thousand retweets and 6.5 thousand favorites.

Aeromexico tweet

 

 

 

 

 

 

 

 

 

 

2. Adidas’ @Brazuca Twitter Handle

On December 3, 2013, Brazuca, the official game ball of the FIFA World Cup introduced itself with this tweet.

Brazuca intro tweet

 

 

 

 

 

 

 

 

 

 

To date, Brazuca has 2.69 million followers and has generated 546 witty tweets in English and Portuguese.  He shares with his followers how #ballin he is.  One of his tweets boasts about scoring the most goals at the World Cup; another says that he wears Pharrell’s hat better than Pharrell himself.

Brazuca 100th goal tweet

 

 

 

 

brazuca and pharrell

 

 

 

 

 

 

 

 

 

The @brazuca Twitter handle currently has more followers than the official @Adidasfootball handle and they both utilize different campaign strategies.  The @brazuca Twitter adds personality to the games and to the Adidas brand.

1. Nike’s ‘Risk Everything, Campaign

Since Adidas is the official sponsor of the World Cup games, Nike was tasked with developing a creative campaign without mentioning the World Cup.  The 372 million views campaign, ‘Risk Everything’, combines the World Cup storyline, product placement and influencers in an effective and clever manner.  According to Nike, this campaign has proved to be the brand’s most social and mobile campaign with 22 million campaign engagements to date.  At the moment, the hashtag #riskeverything has been used 650,000 times on social media and The Last Game Facebook post is one of the most shared Facebook posts.  Nike will be releasing its mobile soccer application tomorrow and users can use its ‘Risk Everything’ microsite to buy their favorite Nike gear.

nike-world-cup-ad1

 

 

 

 

 

 

 

We wish the remaining teams the best of luck in their quest to win the World Cup.  We cannot wait to engage with you on social media this Sunday during the World Cup final.

 

Sources:

http://mashable.com/2014/06/27/world-cup-numbers/

http://mashable.com/2014/06/30/world-cup-facebook/

http://www.forbes.com/sites/markfidelman/2014/07/01/nike-is-dominating-the-world-cup-heres-why/

 

The Tools To Dominate SEO Are Here

SEO“The Internet will not promote your content for you. It’s not that good yet and likely never will be.”

In an article written by Kevin Bailey, CMO of Digital Relevance, Bailey eplains the critical role that SEO strategies play on the survival of businesses. “Effective content promotion takes great content, thorough media research and lots of outreach sweat,” said Bailey. What exactly does this mean for companies striving to grow their online presence? Online rankings are affected by what companies claim about themselves on their website, and by what is said about them on other sites, (off-site SEO). Google’s algorithm heavily weighs the off-site content, when ranking sites on it’s platform. While such content was heavily influenced by spammers in the past, contorting Google’s process, due to algorithm updates – this is no longer the case. The links that drive traffic back to company websites result in real business, and can even be measure in real-time. This allows companies to accurately determine which efforts are deemed successful and worth while to their growth, and those which are not.

What was once a smattering of content laced with key words and back-links hoping to increase rankings, is now a calculated and strategic system. Moz has emerged as one of the most prolific SEO software companies, acting as an endless resources to companies by tracking back-links, visitor traffic, keyword searches, organic traffic and more. It is beginning to reveal to its audiences the impact that effective SEO strategies can have on businesses’ success nationwide and even worldwide. Savvy PR specialists are jumping at the opportunity to utilize the endless opportunities that SEO tools such as Moz have to offer, in order to grow their clients to their potential.

Here at La Voz Marketing we know the capabilities of these innovative online marketing tools and specialize in developing strategies to re-brand your business and increase SEO. To learn more about the possibilities that are available to you and how LVM can help your brand build its online presence, visit us at lavozmarketing.com.

Big-Name Brands Focus Marketing Efforts Toward Hispanic Consumers

As the Latino community grows and the demographic increases in spending power and population, big brands are targeting the community through redefined marketing efforts.

An article in USA TODAY Hispanic Living magazine, written by Michael D. Hernandez, highlights a key player in the Hispanic marketing world. Fred Diaz, who joined Nissan Automotive in April 2013 to lead the company’s day-to-day operations in the U.S., was pleased by the automaker’s budget devoted to Hispanic marketing.

“There was no need for me to do any arm-twisting or insisting that we needed to do more,” said Diaz, who had previously served as CEO of Chrysler’s Ram Truck division, and is credited with helping build the truck into a popular brand with Hispanic consumers.

Walmart and McDonald’s are among other brands following Nissan’s lead, stretching their budgets to reach the $1.2 trillion Hispanic consumer market. According to Advertising Age magazine, Hispanic media spending in the U.S. grew to $7.9 billion in 2012, a statistic that justifies Walmart’s strategy in setting out to double its multicultural marketing in hopes enhance outreach. According to research, these companies have the right idea; the Selig Center for Economic Growth reports that this demographic will account for about 11 percent of all purchasing power by 2017.

“It’s a pretty excmcdonalds13iting time, and the (Latino) community is coming into its own by embracing, like never before, these cultural elements such as music, food and novelas,” saids Jorge Plasencia, chairman and CEO of República ad agency in Miami. Audiences can expect to continue seeing more dual-language advertising campaigns in the media, as big-name brands focus marketing efforts toward Hispanic Consumers.

Here at La Voz we offer special expertise in the Latino market, providing unparalleled insight into reaching and positively impacting this community. Led by experienced bi-cultural and bilingual marketing professionals, we connect our clients with this diverse, dynamic and brand-loyal audience through innovative campaigns.

Summer Happenings at Newport Dunes Waterfront Resort

movies

Towards the end of 2012, LVM worked closely with Newport Dunes Waterfront Resort & Marina to strengthen its Branding and successfully identify the resort’s unique point of differentiation.  Since then, LVM has focused on highlighting and leveraging this unique brand via targeted marketing initiatives.  For example, LVM transformed the resort’s Facebook and Twitter profiles and has been growing its Social Media presence and interactivity by engaging with its fans, followers and customers on a daily basis.

In supporting Newport Dunes Waterfront Resort & Marina, we have learned so much about the beautiful property and all of the exciting events and services that they offer our community.  Take a look at some of their summer activities that you can tap into in the coming months…

Movies on the Beach: Every Friday and Saturday through Summer!

Bring your blankets, lawn chairs and jackets to Newport Dunes Saturday, May 25th as their ‘Movies on the Beach’ series kicks off!  All summer long, near the Watersports area, they will be projecting your favorite films on a giant screen! Admission is FREE! Find the full movie schedule here.

Wine Tasting Dinner: Saturday, June 8th

Back Bay Bistro, in partnership with the sommeliers of the Wine Elite, will host another exciting Wine Tasting Dinner on Saturday, June 8th. The third of its series, this educational guided wine and dinner pairing will be directed by Sommelier Joey Kleinhans and Executive Chef Kurt Schaeffer. Tickets are $65 per person and can be purchased by calling (949)729-1144.

RussoRusso and Steele’s Legendary Auction Event: Thursday, June 20th – Saturday, June 22nd

Newport Dunes Waterfront Resort will be home to Russo and Steele’s legendary auction event from June 20-22. For the first time ever in Newport Beach, one of the nation’s most extraordinary collections of top-of-the-line European sports cars, hot rods, American muscle vehicles and custom autos will be on display. For more details on this exhilarating auction event, including information on bidding registration and the consignment process, visit russoandsteele.com.

Clam Bake: Every WEDNESDAY Night!

Join Back Bay Bistro every Wednesday night from 5-7pm and enjoy a fun family dining experience with a variety of Clams, Mussels, Shrimp and more! Back Bay Bistro’s very own, Chef Kurt Schaeffer was kind enough to create a video, showing us how to make our own clam bake right from home!

Shrimp Night: Every THURSDAY Night!

Going on now and continuing every Thursday night, Back Bay Bistro hosts Shrimp Night! For only $19, guests can enjoy their choice of tempura, coconut, scampi or crab stuffed shrimp and 2 sides. Seats fill up fast, so reservations are recommended and can be made by calling (949) 729-1144.

Reasons Why Branding Plays A Vital Role In Your Marketing

Your brand is your most important asset. It links your product/service to your customers and tells them what you promise and what you stand for. Due to technology and globalization, consumers now have more product/service choices than ever before! On top of this, social media has greatly altered the relationship between brands and consumers. Now, the power to define and control a brand is shifting from businesses to individuals.

Here are a few examples of how to establish your brand through other areas of marketing, obtained by HubSpot article titled, ‘7 Reasons Branding & Design Play a Vital Role in Your Marketing:

Brand Style Guide

Brand style guides are crucial in your companies branding process. Once your brand establishes a unique style and differentiation, it is important to maintain that specific style and branding consistency. With a brand style guide, you can help make everyone in your company look professional, even those non-brandy and non-designery people. Use your brand style guide within all creative collateral and communication elements like blog posts, templates, presentations…everything! Establishing what’s expected and giving employees the tools to re-create these elements helps reinforce and maintain your brands new image.

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