Posted by Alex Warren on Dec 04, 2014
When it comes to marketing, it takes a lot of guts to take on a brand like Coca Cola. For years, the soft drinks vendor has dominated Christmas advertising with its red trucks, animated polar bears, and suitably bloated Santa Claus. For the last few years however, a growing focus on improved storytelling has left Coca Cola’s advertising team standing out in the cold. Now, there’s a new player in town, and his name is Monty the Penguin.
For the last four years, John Lewis has dominated the Christmas airwaves with tales of friendship, family, and the “true” meaning of Christmas. This year was no exception, with the release of the retailer’s latest advertising mascot: Monty – the little penguin who just wanted to be loved.
Only one month after its launch the campaign is already pegged for multiple advertising awards, with Monty himself expected to go down in ad history alongside Alexander the Meerkat, and that grubby Yorkshire tyke from the Hovis adverts.…
Posted by Ella Delancey on Dec 03, 2014
Any consumer tech PR worth his/her salt will tell you that you should be pitching for Christmas Gift Guides as early as July and we absolutely agree. At the same time there is still work to be done in December when online publications, blogs and print dailies are still hastily putting their guides together.
By December you should have been working on your priority consumer technology, gadget and lifestyle publications for months. Now it’s about casting the net wider and making a last-ditch effort to put your product in front of national and regional daily newspapers.
Follow Wildfire’s Christmas gift guide survival tips to make sure that your client’s festive period really is a season to be jolly.
1. Double-check your PR tools
At this point you’re not going to be sending too many products out for review.…
Posted by Debby Penton on Nov 20, 2014
Don’t get caught up in last click attribution when trying to measure the impact of PR
In my last blog post I talked about how important PR can be in supporting inbound marketing and driving potential prospects to your website. But beware of viewing PR as a lead generation tool. (And to my fellow PRs don’t ever devalue the work you do by being tempted to sell your work on a cost per acquisition basis.) While digital measurement does give us visibility into the power of PR in building links, driving traffic etc, to boil down the impact of PR to these data points would be the end of our profession.
Just as online retailers are turning their backs on last click attribution (LCA), where the affiliate partner carrying the advert that finally drives a customer through to your site before purchase gets 100% of the reward for the sale, marketers must consider the influence of PR throughout the customer journey.…
Posted by Debby Penton on Nov 12, 2014
Inbound marketing is the latest big thing when it comes to B2B marketing and lead generation. And the tech sector is hot for it. Recent research by Sirius Decisions showed that use of marketing automation systems is at its highest amongst US B2B tech companies with 65% adoption, and we are seeing an increasing number of clients and prospects over here doing or considering the same.
And who can blame them. The mighty content generating machine that is Hubspot makes for a compelling and noisy story. And it seems so simple. There are natty little equations that tell you how many leads you can generate by adding in xx many blogs and xx many hero pieces of content and xx tweets. It’s like lead generation sausage machine nirvana.
But where is all this content going to come from? And with all your competitors deploying the same tactics, your prospects are going to get much better at blocking out your brilliant “5 top tips to optimising your xxxx” article.…
Posted by Ella Delancey on Oct 06, 2014
Due to the iPhone 6’s ‘dramatically thin and aluminium design’, the phone has been said to begin warping after being in the back pocket for some time. Computer Bild, Germany’s best-selling consumer technology magazine, posted a video demonstrating how easy bending the new smartphone is. This prompted an angry response from Cupertino with Computer Bild now supposedly banned from receiving future Apple products and attending events. I’ll come on to that.
Apple does seem to be the one company that bears the brunt of hyper-criticism when it launches new products, while it still enjoys a fair share of unconditional love from its many fan-boys and girls.
Either way, no other company is subjected to so much scrutiny. Within days the #bendygate was clogging up my Twitter feeds – a typically rational reaction to a handful of phones bending out of the 10 million sold in just three days!…