Pokemon Go: Poke-Marketing?

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Do you want to be the very best, like no one ever was? If so, then you’re probably one of the 7.5 million people who have downloaded the Pokemon Go app since its recent launch.

The app, a location-based augmented reality game that enables you to catch virtual Pokemon in the real world, has experienced a tremendous start since its release in the United States. Pokemon Go has captivated mobile users of all ages worldwide, quickly becoming a cultural phenomenon.

Within weeks, the game generated an estimated $1.6 million in revenue per day. Benefiting from this instant success is Nintendo, parent to Pokemon Co., which has already seen a 25 percent increase in stock shares and added nearly $11 billion to its market value.

The popularity of Pokemon Go and its clear potential for profit not only have opened the door for Nintendo’s success, but also have become a tool for Pokemon-inspired marketing by food and retail businesses.

The game format encourages users to explore their real-world cities to find in-game Pokemon , PokeStops or Gyms, which can be found at actual landmarks and local businesses. This alone is a valuable marketing tool that can result in rising visits and an increase in foot traffic for any organization hoping to convert locals who want to play into customers willing to pay.

Real-world marketing value

Some establishments have already realized the marketing potential of the virtual Pokemon in the real world. By flaunting ties with the game, Main Street businesses have been able to set themselves up for an increase in recognition, popularity or profit.

Storefronts have found a number of ways to engage with the traveling hordes of Pokemon trainers. One of the most popular methods of capitalizing on the app’s hype is to place Lure Modules at Poketops at or near a business’ location.

A Lure Module is a well-recognized in-game feature that enables users to attract Pokemon to a certain area. Although the Lure Modules were designed to bring in Pokemon, they’re also bringing in a slew of gamers.


‘Poke-marketing’

Pokemon Go has become a great way for retail business to attract potential customers to its location. Once gamers are lured in, stores have taken “Poke-marketing” a step further by offering tailored discounts and promotions.

These strategies are just the start of what is sure to become a more prevalent marketing approach as the app rolls out in more countries, evolves and inspires copycats. Bringing an entire generation’s childhood nostalgia into the modern age of augmented reality gaming is unlike anything we’ve ever seen before.

Although this level of popularity can be fleeting, Pokemon has retained its status as a recognizable and well-loved brand since 1996. With the game’s technological sophistication and promise of added, advanced features—in-game chat functions, head-to-head battles, Pokemon trading, and so on—there doesn’t seem to be an end to Pokemon Go’s success anytime soon.

Kelly Holcombe is an account coordinator at Flackable, a national financial public relations and digital marketing agency. Connect with her on Twitter: @kelly_holcombe . This article was reposted from http://bit.ly/29WN08c (PR Daily)

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[INFOGRAPHIC] 7 Statistics That Can Raise Your Facebook Engagement

With organic reach and engagement numbers plunging on Facebook, marketers are doing everything they can to stay ahead of the game before the social platform goes to an exclusively pay-to-play model. 

A recent Ogilvy & Mather study found that brand posts in February reached just 6 percent of fans, compared to 12 percent in October. 

So frustrated by this perceived slap in the face was Eat24 that the company deleted its Facebook page and “broke up” with Facebook in an open letter that went viral. 

But maybe there’s hope. This infographic shares a few pointers to help boost your engagement. Beware, though, as soon as you find something that works, Facebook will undoubtedly switch its ever-devolving algorithm until all you see in your newsfeed is babies, kittens and whatever your super religious aunt is yammering about. 

Without further ado, check out the infographic below (and realize that its tips could be irrelevant by the time you finish reading it): 


Written by Kevin Allen. Kevin has developed social media strategies for Fortune 500 companies and created content for major brands across multiple social platforms. Previously, he served as an editor and reporter for theChicago Sun-Times, ESPNChicago.com, FoxSports.com and Ragan Communications. As a reporter, Kevin has covered MLB, NHL, NBA, PGA, NCAA football, national political campaigns, backyard barbecues and just about everything in between. He’s been a contributor to PR Daily since its launch. Visit PRDaily where this excerpt is originally appeared

20 Job Openings in The PR and Marketing World

PR and Marketing path

Though every workplace has its share of characters, they might not be as recognizable as those atPBS

For one thing, you’ll never find an accounting department quite as enthusiastic about numbers. Sure, some co-workers can seem cliquey, and others are downright grouchy. But even the brutish exterior of the office monster quickly crumbles. If anything, most staffers are probably too friendly(that’s HR’s problem, though). 

Meanwhile, the characters on the PBS KIDS public relations and social media team are experienced in both fields, a professional precedent its newest associate director will need to uphold. 

Supporting the network’s PBS LearningMedia initiatives, this person will work with its corporate communications team on projects ranging from managing media contacts and developing editorial calendars to assisting with PR and crisis communication efforts. 

Click here to read the full job description, and then find out even more about the characters working at PBS

Not the job for you? See what else we have in our weekly professional pickings: 


About the author:

Alan PearcyAlan doesn’t like when people refer to themselves in third-person, so he will henceforth, stop it, now. Born and raised in Springfield, Ill., I’ve had my fill of all-things Abe Lincoln. Inching upstate on the map little by little, I attended Bradley University in Peoria, where I graduated in 2008 with a B.A. in communications and advertising. I kept moving on up until I reached sweet home Chicago a couple years ago. After a stint at Leo Burnett in the Windy City, I freelanced as a writer and advertising pro of sorts, along with a few other odd-jobs, until joining forces as an editorial assistant with Ragan Communications. Things you should note: I am a Gemini, I am blonde, single, I bruise like a peach, I have webbed-toes, I will stop at nothing to wear flip-flops, and that aside from writing, I sustain sickly obsessions with popular culture, exercise, coffee, and amazingly poor choice in both film and TV. I also fall a lot.

If you have a job you would like to see highlighted on PR Daily, please email me or send me a message on Twitter @iquotesometimes

Visit PRDaily where this excerpt originally appeared.

An Ogilvy Director’s Insights for Industry Hopefuls

A few weeks ago, I sat down with the managing director of Ogilvy Atlanta, Mickey Nall, for lunch, and my life goals changed. 

The day began with his talk at The John Koten Distinguished Lecture Series, hosted annually at The University of Alabama by The Plank Center for Leadership in Public Relations. Afterward, UA’s public relations student leaders were invited to a lunch with the man of the hour. 

Nall is a firm and straightforward speaker, filled with love for his field and high expectations for future leaders. His sound bites could scare a lion, but the passion behind his every word offers hope for potential colleagues. He is a leader I hope to grow to be one day. 

Nall spoke about leadership, storytelling, and passion. He enticed us with stories of his path to Ogilvy and his time at the firm. He gave just a glimpse of the life we all are about to venture into, and we were allowed to ask as many questions as we wanted. 

Below, I’ve listed some of the key points he made. Some of his advice may scare you, but odds are you’ll want to handwrite him a thank-you note later. 

1. If you want a job, stand out

“Unless you have three internships and are in grad school, you probably won’t get our internship,” Nall said, explaining that Ogilvy receives 153 applications for every one internship position. “You’ll have to network harder than you ever thought in order to get out in our business.” 

2. Get involved. 

Did I just scare you with the “three internships” comment? Don’t worry. Nall considers serious organization involvement as an internship. PRSSA, PRCA, and even getting into PRSA after college will increase your chances of employment. 

“Three-fourths of you will not be able to find a job right out of college,” Nall said about the inevitable fact of job searching. “You have to use your involvement and get connected.” 

3. Make your résumé pop. 

Obviously, experience should be highlighted, but the only résumés that will get in front of Nall are those without error, show true skill, and are specific to the job and firm. 

“You should make a résumé for every new job for which you apply,” Nall said. Point blank, if it is obvious your résumé is generic and used for every application, no one hiring will want it. Side note: Nall said color should be minor and keywords of the company’s values should be major on your résumé. 

4. Be a “storyteller” or a “truth teller.”

You should love public relations and all that you can do with it. 

“Do not just do this because you couldn’t get into business school,” Nall said. “Do it because you have a passion for PR.” 

Nall described a “storyteller,” one of David Ogilvy’s favorite descriptors, as the “truth tellers” of our industry. “You have to be an employee that will help tell your brand’s story. You have to want authentic stories as well as know how to get them out.” 

Nall gave the example that he would rather hire a gamer with passion in his or her eyes than a public relations major who just wanted to avoid math. 

5. Use that wiggle room. 

“There is a lot of wiggle room, fun to be had, and power of public relations out there,” Nall said. “Look outside of corporate and agency. There are plenty of places that need PR work that you’d never expect, like a nonprofit.” 

6. Take advantage of the “four big opportunities.” 

Nall said there are “four big opportunities” in public relations right now: “An opportunity to focus on your own reputation, create your own content, become a ‘storyteller,’ and an opportunity for employees to become advocates.” 

Know what companies you admire and set your goals through that. Take these opportunities on, and you will be ahead of the game. 

7. The interview is not all about you. 

“When it comes to conversation, remember that this is a business,” Nall said. “Tell me what you can bring to benefit me, but don’t talk about yourself too much. Create a conversation; I want to know that I can work with you.” 

If this article doesn’t make you want to work harder than you ever knew possible, I’m not sure what will. Speaking with Nall was a joy, and I imagine working with him would be even better. 

Students, print this list and keep it with you. Then go the extra step. Don’t let anything be an excuse that stands in the way of success. 




Myreete Wolford is a senior at The University of Alabama studying public relations and communications. She is also an editor for Platform Magazine, the school’s student-run public relations publication. Visit Ragan’s PR Daily where this excerpt is originally appeared.

Do you really have to kiss up to clients?

A big part of being on the agency or consultant side of our business is building and managing the client relationship. Your job is to establish rapport and trust with clients. You want them to see you as a partner. 

However, in some instances, this “relationship building” can cross over into “kissing up” territory pretty quickly. 

What am I talking about? Oh, don’t pretend you’re not guilty. 

What about that time you told the client “great work” even though it clearly wasn’t their best effort? 

Or that time you elbowed your way through the group so you could sit directly beside the client—then proceeded to laugh at every one of her jokes (and some of them weren’t funny)? Or that over-the-top positive email you sent to the client after what was obviously a fairly painful brainstorming meeting? 

I think most of us have been guilty at one point or another in our professional lives. I know I have, but do we really have to go down this road? 

Does relationship building equate to kissing up in our line of work? 

Having been at this for almost 20 years now, I’d say no. Here’s my thinking: 

Relationship building and management are definitely part of the job—but that should always manifest itself as trust, not flattery. Some of the best relationship building you can do has nothing to do with the relationship itself (at least in the way you’re probably thinking about it). It has to do with your work. 

  • Do great work and deliver on time, and your client will love you.
  • Make your client look great in front of her boss, and your client will love you.
  • Win awards for your client and her organization, and the client will love you. 

This is how professional relationships are built—on a foundation of hard work and results. 

Now, is there a little relationship management built into that? Absolutely, but I would argue it doesn’t have to translate into toadying. 

Relationships are a two-way street, right? So, as much as you want to get to know your client, shouldn’t your client want to get to know you, too? You’re more likely spending more time with this person than you are with your family. Make it count. 

In any relationship, you’re looking to build trust based on genuine concern, empathy, and interest. So, look for opportunities to show concern, lend and ear, or ask about a hobby or interest outside of work. 

Here are a few ways this comes to life for me. 

Whenever I talk on the phone or in person with a client, I try to ask about a few personal things right off the bat. How was your vacation? How are the kids? How is Scotty’s soccer coming along? These kinds of things. Why is this important? Because these are the things everyone wants to talk about. If you ask me about my kids, I’ll embark on a 15-minute monologue about my son’s basketball game or my daughter’s American Girl doll fixation. People love to talk about themselves; all you usually have to do is give them the opportunity and then show genuine interest. Not too tough. This is definitely not kissing up. 

I also look for opportunities to send a note in times of joy or sadness in my client’s life. Thanks to things like Facebook and Twitter, this is much easier now. I’m thinking about things like birthdays, illnesses, and moving into a new home. A short note during any of these events will go a long way. A handwritten note—even better. Again, show empathy and concern. This is not kissing up. 

Finally, if I know my client plays golf, for example, I might try to get him out on the course. Golf is a hobby (and passion) of mine, so when I see others play, I jump at the chance to connect on that level. Other areas where I’ll do the same: beer (geeky beer, at least), and Kansas Jayhawk basketball (or Gopher b-ball, for that matter). 

There’s something about getting together with your client or colleague during non-work hours doing something you both enjoy. I think that connects you a bit more—and it usually leads to a stronger relationship. Again, I don’t see this as kissing up—I see it as doing something you both love to do. 

So, do you really need to kiss up to clients? What do you think? 


Arik Hanson is principal of ACH Communications. The first version of this story originally appeared on his blog, Communications Conversations.

Study: Bad weather sours online reviews

If you’re not already reading online reviews with a large grain of salt, here’s even more reason to do so. 

A recent Georgia Tech/Yahoo Lab study of online restaurant reviews finds that weather is associated with the positive or negative nature of online reviews. 

From Eater

Customers who visit a restaurant on a rainy day are more likely to leave a negative review, while customers who review a restaurant on a warm sunny day are more likely to leave a positive review. 

Also, during snowy days, users rate restaurants lower than other days. 

The study’s abstract states that it has “implications for designing online recommendation sites, and in general, social media and online communities.” 

Some other findings: 

  • There are lower ratings and a higher number of reviews in July and August.
  • The highest ratings come in November.
  • Areas with a high concentration of educated people see more reviews—three times more, in fact—than places where fewer than 10 percent have diplomas.

Will the study lead to change in online review sites? Maybe. For now, if you’re doing marketing for a restaurant, consider building a weather-control machine.

 

About the author

Kevin Allen has developed social media strategies for Fortune 500 companies and created content for major brands across multiple social platforms. Previously, he served as an editor and reporter for the Chicago Sun-TimesESPNChicago.com, FoxSports.com and Ragan Communications. As a reporter, Kevin has covered MLB, NHL, NBA, PGA, NCAA football, national political campaigns, backyard barbecues and just about everything in between. He’s been a contributor to PR Daily since its launch.

7 Top Tips For Successful Infographics

What makes a great infographic?

Infographics are all around us. Although they have come under some scrutiny in recent years, done well they are an extremely useful way of presenting data in a cohesive way that allows you to easily compare and contrast key findings. With good creative work, they can also be a really attractive piece of marketing communication.

When pulling your data together for an infographic, you must focus on a topic that is engaging to your target audience. However, once you have all the data, have created a beautiful image, and have it all set to go, you’ll want to maximize its effectiveness, so here are our top seven tips for doing just that:

Size matters
Always provide a high-resolution version of your image. If press or bloggers want to share it, they’ll need it in high resolution, so don’t limit your options before you start.

It’s also a good idea to build a smaller version of the infographic, or an “infogram,” which will appear as a small, attractive image when shared on Facebook and Twitter. Typically an infogram is a concise part of an infographic that can be viewed as standalone content.

Though not essential, this will make outreach a lot more successful, as you can offer bloggers an infographic to host on their site and an infogram to share online. The infographic must look great, but you should make sure it is also the right size for your website.

What’s in a name?
Get your title right. The page should have a catchy title and an introductory paragraph, as well as a few more paragraphs outlining the highlights. If posting into a blog, make sure you have a catchy post title that can be easily shared on external sites and by bloggers who may want to reference your work.

Brand it
Don’t go overboard with the branding; less will usually be more during the outreach process. Bloggers will appreciate being affiliated with an established brand, but they know their worth and won’t feel comfortable providing free advertising for you. Make a judgment call that makes sense for your audience.

Break it down
Breaking down the infographic into sections can help make data easier to digest. If you take this approach, you should still provide the full infographic at the bottom of the page so that users can still view your creation in all its glory. A great example of this can be seen here.

Offer your insights
Don’t leave your infographic as a standalone piece of communication. It’s the perfect opportunity for you to showcase data-led insights.

The infographic is also more likely to be shared and linked to if it offers real value to people. Adding extra tips/stats/data could turn the onsite page into a resource that would be easier to pitch to bloggers and journalists. The bonus info also will encourage people to share it.

What’s more, providing insights to back up your statistics will increase the topical relevance of the page, enhancing the chance your content will rank well in searches.

Reference
Enhance its credibility by referencing all the great data sources you’ve used to compile your infographic. Make sure you use clickable URLs so that blogs/sites can actually find all the information in case they want to add something when publishing the infographic. This includes referencing research that you may have completed in-house as well. These should be placed at the bottom of the page.

Build it, and they will come?
Finally, you must consider the visibility of your infographic; after all that hard work, you’ll want to tell everyone about it. Make sure you share it across your social networks, as well as engaging with your influencers to share it through their sites.
The content will generate SEO value for your brand, so ensure that appropriate links are included.

Written by Matt Carrington, April 2014
Matt Carrington is a digital promotion analyst at iCrossing UK, a digital marketing agency specializing in data driven strategies to build connected brands. This post was originally appeared in http://bit.ly/1hb0ZrS via @PRDaily