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Leveraging PRs Role in the Marketing Mix


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Title: Leveraging PRs Role in the Marketing Mix

Leveraging PRs Role in the Marketing Mix
  • April 25, 2007

Marketing Mix vs. Integrated Marketing
  • Traditionally, a simple pie chart
  • Today, more and more overlap

2002 Book The Fall of Advertising The Rise of
PR Al Laura Reis
  • Advertising is Visual. PR is Verbal.
  • Advertising is Incredible. PR is Credible.
  • Advertising Needs Volume and Frequency. PR Needs
  • Advertising is Self-Directed. PR is
  • Advertising buys a way in. PR messages find a way

According to Reis
  • Imagine a scene where the sun and the wind are
    both trying to get a man to remove his coat.
  • Advertising is like the wind. It tries and tries
    to blow the coat off, but the man just holds on
    tighter and keeps his head down.
  • PR is like the sun. It asks itself, Hmmm.why do
    people wear jackets anyway? Then shines brightly
    with all its might to warm the man until he
    decides to remove his coat.

About Public Relations
  • Public Relations
  • The management function that establishes and
    maintains mutually beneficial relationships
    between an organization and the publics on whom
    its success or failure depends. Cutlip, Center
    and Broom
  • PR can shape opinion, inspire action and change
  • PR vs. Media Relations. Not just pitching
    stories. PR is the art of actively managing
    relationships and perception.

What it means to be PR-Led
  • In our case, larger percentage of fees allocated
    to PR activities vs. Advertising
  • PR and Advertising each execute niche campaigns
  • In some models, PR team determines all key
    niches, areas of focus Ads follow suit
  • Media reach/placement considered a key measure of
    success in the overall marketing program
  • In a few cases, PR focus defines product

When PR Works
  • Product/subject is truly unique
  • Destination/attraction is new
  • There is a story to tell
  • More than meets the eye
  • Enthusiasts already exist
  • PR-driven marketing successes
  • Starbucks
  • Amazon.com
  • Botox
  • Red Bull
  • Google
  • Harry Potter
  • Prozac

When it is more challenging
  • Commodity, price-driven decision
  • Culture resists storytelling
  • No spokesperson
  • No belief in the power, value of PR
  • Unwillingness to accept potential criticism in
    editorial - viewed as wrong rather than

Why PR Works for Travel
  • Travel is an endorsement-based business.
    Decisions are based on recommendations, reviews.
  • Segmentation ability is high
  • Credibility is high
  • Cost effectiveness
  • Resource is time, not money
  • Places stories
  • History of a place
  • Innkeepers, chefs, owners
  • Events provide constant news
  • Grand openings
  • New features
  • Trends

Why PR Works for Travel
  • PR is nimble tactics can change on a dime
  • Travel is one of the heaviest advertising
  • Airlines
  • Hotels
  • Car rental companies
  • Attractions
  • Services and booking engines
  • Countries
  • Cities
  • States
  • Counties
  • Districts
  • Online is the 1 Source for Travel Information.
    PR can find a way in.

Age of Consumer-Driven Media
  • YouTube
  • AllRecipes.com
  • TripAdvisor.com
  • Consumer reviews/ratings
  • Links to nearby attractions
  • Links to other reviews (Fodors) and published

  • Largest online travel community in the world
  • More than 5 million unbiased reviews and opinions
  • Real advice from travelers about more than
    250,000 hotels, vacations, resorts, inns, travel
    packages, vacation packages, travel guides and
  • More than 20 million unique monthly visitors
  • Winner of dozens of awards, including PC
    Magazine's Top 100 Web Sites and Forbes Best of
    the Web
  • Nominated for a 2007 Webby Award (the Internet
    "Oscars") for Best Travel Website
  • There's not a lot you can do about negative
    reviews but you CAN encourage all your visitors
    to submit positive review

Power of editorial endorsement
  • All I know is just what I read in the papers
    Will Rogers
  • Sources of travel information
  • Online 1
  • Word of mouth 2
  • People want personal experience/insight. Media
    reviews are the next best thing.

Best of Las Vegas Metro Pizza
  • In 1905 Gennaro Lombardi established the first
    Pizzeria in America. It was located on Spring
    Street in the heart of New York's Little Italy.
    By good fortune, when our grandparents came to
    America they settled just 50 yards away. Ever
    since those early days, pizza has been at the
    center of our family life. Our parents got their
    first jobs feeding coal into the big bakery ovens
    where Sicilian pizzas were baked and carried out
    into the neighborhood to feed the immigrant
    families hungry for a taste of home. Over the
    years the time-honored skills of the Pizzaiolo,
    the pizza chef, have been handed down from our
    fathers, uncles, aunts, brothers and cousins -
    from one generation to the next. As Italian
    immigrants settled across the country, they
    carried their love for combining food, family and
    friends with them to every corner of America.
  • At Santarpio's in East Boston, the Home Run Inn
    on Chicago's South Side and at Tommaso's in San
    Francisco's North Beach, this tradition has
    continued and evolved. Every neighborhood has
    placed it's own personal stamp on it's local
    pizza. The debate over which city makes the best
    pizza will never be settled, because each of us
    has such warm memories of that first date or
    family gathering at our own neighborhood
    Pizzeria.At Metro Pizza, we honor the great
    traditions of America's landmark Pizzerias. Our
    dough is made fresh each day from the finest
    wheat, hand-stretched and cooked on the stone of
    our hearth ovens. Our sauces are made from only
    the finest vine-ripened tomatoes and topped with
    select cheeses, choice meats and the freshest
    vegetables, herbs and spices available.
  • Each of our pizzas is a hand-crafted labor of
    love, backed by three generations of
    experience.We believe that a true Pizzeria should
    be a gathering place for family and friends to
    relax, share great food and enjoy each other's
    company. We have visited hundreds of Pizzerias
    across the country, learning and gathering
    recipes to bring our guests a taste of home,
    wherever home might be.Which city has the best
    pizza? At Metro Pizza we celebrate all of the
    great traditions of the pizza experience and we
    Thank You for choosing us as your neighborhood
  • John and Sam
  • (The Pizza Guy and the Other Pizza Guy)

Best of Las Vegas Metro Pizza
"Best Pizza in Las Vegas" Zagats Review,
2006 "Best Pizza in Las Vegas" LV Weekly
Magazine. Readers Poll, 2006 "Best Pizza in Las
Vegas" By the subscribers of AOL.com "Best Pizza
in Las Vegas" Citysearch.com, 2004 "Best Pizza
in Las Vegas" Las Vegas Weekly Magazine,
2004 "Best Pizza in Las Vegas" Zagats Review,
2004 "Best Pizza in Las Vegas" CitySearch.com,
  • "Best Pizza"
  • Las Vegas Weekly Magazine, 2003
  • "Best Pizza"
  • Las Vegas Weekly Magazine, 2002
  • "Best Pizza in Las Vegas"
  • Las Vegas Review-Journal Poll, 2001
  • "The Best of the Valley"
  • City Life, 2000
  • "A Shrine to Old-Fashioned Pizza"
  • Zagat's Restaurant Review, 2000
  • "Voted Citysearch's Best Pizza"
  • CitySearch.com, 2000
  • "A Story of Family Pride, Tradition and Great

Best of Las Vegas Metro Pizza
Uncorked Wine Blog with Mark Fisher, Dayton
Daily News
Leveraging PR Getting Started
  • Identify the strengths of your site/region
  • Pinpoint your sources of business
  • Characterize your target consumer
  • Know your target media
  • Think about your story and the experience you
  • Deliberate, creative thinking almost always sets
    the stage for a successful PR campaign/program.

Kissing the Blarney Stone - Ireland
Stories of Luck
Groundhog Day in Punxsutawney, PA
Stories of Tradition
Legend of a Monster Loch Ness, Scotland
Stories of Legend
Twinsday Festival, Twinsburg, OH
Stories of Whimsy
Return of the Buzzards in Hinckley, Ohio
Stories of the Weird
Wizarding in Wilmington, Ohio
Stories of Magic
Power of Creative Thinking A Classic PR-led
Travel Campaign
  • Holiday Inn
  • Research showed that 93 of people had stayed in
    a Holiday Inn
  • Many cited tales of stolen towels, stories
  • Towel Amnesty Day Campaign
  • Idea generated by PR
  • Advertising to support (critical piece)
  • Charity connection
  • Iconic
  • Emotional connection

(No Transcript)

Power of Creative Thinking
  • Holiday Inn Results
  • Campaign garnered 850 media placements including
    mentions of the book in 25 of the top 50 DMA
    newspapers in the country
  • VNR/B-roll package garnered 208 media placements
    (1.9M TV media impressions)
  • More than 350,000 Web site visitors
  • If each of those 350,000 people would to book a
    single hotel night, it would generate 25 million
    in revenues
  • Book-based fundraising for Give Kids The World
    raised 10,000

Power of Creative Thinking
  • Claus.com Year of the Elf

Power of Creative Thinking
  • News release posed Elves as biggest pop culture
    trend of 2003. Featured Claus.coms Elf School,
    Elf Movie, Lord of the Rings Galadriel
  • Radio interviews with Doogie the Elf.
  • Results
  • Syndicated article called Whats all this about
    Elves? published by Knight Ridder Services
  • Coverage in more than 125 newspapers nationwide
  • Web site saw a 35 increase in total unique
    visitors to the site (2002 vs. 2003)
  • 50 spike in Q4 vs. Q3

A Christmas Story HouseCleveland, Ohio
Power of Creative Thinking
  • Harry Potter Power
  • New Theme Park (Fla.)
  • Worldwide Magical Tours
  • Wizarding in Wilmington
  • Wegerzyn Gardens Camps (Dayton) 600

Power of Creative Thinking
Marketing Mix Getting it Right
  • Factors to weigh
  • Overall budget can you outspend your
    competition on ads? If not, youll need to
    leverage dollars and earn exposure among your
  • Really think about your site
  • Is it unique?
  • Do you have amazing stories?
  • Can you relate to a current trend or event?
  • Would articles and editorial placements tell your
    story better than traditional ads?
  • What are your sources of business?

Marketing Mix Getting it Right
  • Define the relationships that matter to you, and
    build partnership strategies into your planning.
  • CVBs
  • ODTT
  • Consumers
  • Media
  • Partners (Lodging, Dining, Transportation)
  • Learn to love fuzzy good programs blur the
  • Use research, creativity, insight to choose key
    focus areas. Commit to niches based on product

Discover Ohio in Bloom
Discover Black History in Ohio
Maintain a Robust Media Relations Program
  • Focus on things that
  • Deliver information
  • Build acclaim/reputation
  • Connect in a unique way
  • Media list Highly focused, based on sources of
    business, areas of interest/strength
  • Embrace a departure from PR 101 go exploring
  • Press kit(s)/media packages
  • News release calendar
  • PRNewswire, Businesswire
  • Editorial calendar roadmap

Maintain a Robust Media Relations Program
  • Online press room
  • Story Ideas
  • Images and B-Roll Critical tools in
  • Use Media lead services
  • ProfNet (PRNewswire)
  • Media Leads
  • Media Kitty
  • Travel Publicity Leads
  • TIA
  • SATW

Model Program Biltmore Estate N.C.
  • Fabulous press room
  • Image library
  • Stories galore
  • Well-written news releases
  • Fun facts
  • In-depth Pod cast series
  • Virtual tour
  • Stunning photography
  • Helpful itineraries
  • Packages and specials

Model Program Biltmore Estate N.C.
Understand the Tools of the Trade
  • Bacons (now Cision)
  • Contact/profiles
  • Edcals
  • Clipping services
  • Real-time monitoring
  • Findarticles.com
  • Google Alerts
  • Factiva
  • PRNewswire, Businesswire

Build the Case for PR through Results
  • Clip counting vs. content analysis
  • PR Trak
  • Clips vs. share of discussion
  • Media audit/survey
  • Monthly/quarterly media summaries
  • Know the approximate value of earned placements
  • Best Where did you hear about us?
  • Front desk
  • Online
  • Phone

Big Payoff
Beyond Media Relations Leveraging PR
  • Collect stories they are tremendously valuable
  • Famous visitors
  • Quotes/testimonials
  • Articles written
  • Learn the art of storytelling
  • Always talk to strangers
  • Ask people where they heard about you
  • Encourage delighted guests to post reviews on
    your favorite sites
  • Compete for awards, rankings
  • Always be building your arsenal
  • Be passionate, but dont oversell (Metro Pizza)
  • If you control spending, INVEST in PR
  • If you dont, CHAMPION PR

PRs Next Frontier
  • Tackling online
  • Print will not go away, but segmentation will
  • Consumer-generated media will continue to grow
  • Think small, not big
  • More innovative use of YouTube
  • Pod mania better-quality pod casts

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