“The fact that social media marketing has become the latest rage does not mean that events and trade shows, or print and electronic PR and media relations should be ignored. In fact, all marketing and PR strategies should be integrated.” – Kristin Gabriel
RECENT MEDIA HITS
BLUEPRINT FOR A CUSTOM HOME
The Wall Street Journal, for The Plan Collection, valued at more than $10,000 in equivalent media dollars.
Does that mansion look familiar? More people are buying luxury building plans online, then customizing them to add individual touches; paying extra for a soaking tub and wine-tasting room.
Herbalix Restoratives – (www.Herbalix.com)
We obtained this television segment on “From the Couch“ focusing on their Detox Deodorant.
Also here’s a light but informative article that appeared in the EPOCH Times“Time for Some Armpit Cleansing, Ladies?” that highlighted the company’s exclusive Detox Deodorant.
Client: KOREBALL (www.koreball.com)
Challenge: Launching a new product in a saturated marketplace is never easy, particularly for small businesses. MarCom began working with KOREBALL in March of 2014 to launch this exciting new high-tech fitness system, a kettlebell that is collapsible, weight-adjustable and portable.
Solution: It is all about building the right strategy and sticking to it. First and foremost, we revised the company’s messaging, then re-wrote their website copy, programmed their website correctly using onsite SEO strategies, and began offsite SEO, knowing it could take as long as four to six months to kick in given the space. We added a press room, press materials, and high resolution images of the KOREBALL, so the media had what they needed, and we continually publish newsworthy press releases. MarCom also began building content on their site by assisting with their blog writing. The client’s social media marketing with our guidance began to give them brand awareness in online communities.
Results: KOREBALL’s SEO is progressing nicely, and a year later the site is ranked for numerous keywords like “kettlebells” or “medicine balls.” The PR campaign has been a smashing success with hundreds of thousands of dollars in media equivalency value. MarCom has obtained articles in many major fitness magazines, plus TV segments and online press — everything from online fitness blogs like XOJane to newspapers in Cleveland, KTLA-TV, Good Morning San Diego TV, and popular fitness magazines from Men’s Health to Muscle and Fitness, not to mention an upcoming features salted for the July 2015 issues of OXYGEN plus other hits in SELF, and SHAPE magazines! See this recent TV placement on Good Morning San Diego
Client: American Veteran Awards Show
Challenge: For more than seven years, MarCom was retained by the American Veteran Awards (AVA) show hosted at the Regent Beverly Wilshire Hotel in Beverly Hills, CA. honoring our past, present, and future military soldiers, sailors, airmen, marines and coastguardsmen. Uniting Hollywood with America’s military leaders every year, Veteran of the Year awards went to Hollywood favorites including: Tim Conway, Ernst Borgnine, Chuck Norris, Dennis Franz, Kris Kristofferson and Cliff Robertson.
Solution: MarCom was responsible for supervising strategic and tactical marketing, PR and event coordination for the shows, from writing all press materials, to media relations, to event planning and production, photography coordination and follow up services including BETA video/script and sound bites. We completed the 9th annual American Veteran Awards and then the show was retired. The last show premiered on The History Channel and later on American Forces Network.
Results: Los Angeles Times, LA Daily News (front page), and Daily Variety (Army Archerd column), plus event coverage including EXTRA, Access Hollywood, Entertainment Tonight, Entertainment Hollywood, TE-TV German Television, TVE-Television of Spain, KCBS-TV, KABC-TV, CNN, KCAL-TV, KTTV, KTLA, KCOP-TV KMEX, and KABCand KNX radio, not to mention the military magazines.
Client: Applied DNA Sciences, Inc. (OTCBB: APDN)
Challenge: MarCom was retained at the start up phase of Applied DNA Sciences, Inc., a provider of patented DNA-based technologies to prevent and identify counterfeit and fraud. It is one of a very limited number of companies worldwide to pioneer DNA biotechnology applied to anti-counterfeit and fraud prevention services.
Solution: MarCom provided strategic PR and IR PR counsel, developed all press materials including corporate communications documents, numerous press releases, collateral materials, and investor (IR) and sales kits. We managed strategies, tactics and implementation of marketing activities and trades shows, managing the design and printing of all materials.
Result: In less than six months, MarCom garnered vertical trade and business articles in over 60 vertical trade and business publications including Business Week, the LA Times, and the Wall Street Journal. Within two years, we had branded the company, it went public and its stock valuation went from $2.50 to $3.50 per share between Feb. and Nov. After entering the next phase of its business cycle, moved back east where their lab was instituted, and the company is now focusing on product performance and growth.
Client: Avenues of Art & Design
Challenge: Attendance had been down for this prestigious local event in West Hollywood, and little press had been garnered at prior events for the venue representing more than 300 retailers.
Solution: MarCom Associates strategized with the Avenues of Art & Design to encourage trade, press and targeted consumer attendance. We developed an event press conference and handled all media relations affiliated with the event. Our objectives were to:
- Create trade/local media and consumer awareness of Avenues of Art & Design.
- Instigate pre-press coverage in the major trade and local consumer press.
- Insure attendance of the media at all press related functions.
Results: MarCom obtained a full one-page feature in the Los Angeles Times plus other media coverage prior to the event, thus pushing attendance. The results from our efforts drove attendance up from 10 to 15 customers per store the night of the event from the year prior, to 300 customers per store. The event was a huge success.
Client: iolo technologies, LLC
Challenge: MarCom was retained to manage all of the company’s public relations efforts to launch new versions of the company’s award winning software products, System Mechanic, and Search and Recover.
Solution: The scope of services for iolo included strategy, writing communications/press materials, product launches, media relations and trade show/conference initiatives as needed by the marketing, channel marketing and corporate divisions. Launch events included the prestigious Showstoppers media events surrounding new products.
Results: In less than six months, MarCom successfully positioned iolo technologies as a leading provider of Windows-based utility software for home, business, and enterprise-level PCs. We garnered over $1.2 million worth of media exposure the first year by obtaining articles and product reviews in almost every technology trade and consumer magazine. The company’s revenues increased substantially over the next two years of service, until the company opted to manage PR in-house.
Client: LA Architect Magazine’s Downtown L.A.: Where Design Hits the Road
Challenge: LA Architect, the magazine serving the Southern California design community, needed strategic event planning and public relations for the first annual Design Walk, Downtown L.A.: Where Design Hits the Road, a public event that took place in May. Initially the magazine simply wanted to host a block party on Traction Avenue in downtown LA for the design community and to focus attention on the major revitalization underway in downtown Los Angeles to preserve and resurrect the grandeur of the city’s legendary architecture.
Solution: Once on board, MarCom’s strategy evolved into a much bigger marketable event for the public. Guided bus tours sponsored by Historic Consultants, made a loop of the historic core of downtown with docents on-board highlighting new loft projects, historic landmarks. The DWP donated the electric buses and hosted a discussion on solar power. The daylong event ended with a gala VIP cocktail party and silent auction at SciArc for sponsors, industry professionals and celebrities. Funds raised benefited Project Angel Food, a Los Angeles-based meal delivery program for people with AIDS.
Results: MarCom garnered extensive press coverage prior to the event and a big return on investment for the publication and its sponsors. The daylong event drew nearly 3,000 visitors to downtown Los Angeles. Media placements appeared in three articles in the Los Angeles Times including: Kathy Bryant’s Design Notes column, Best Bets Calendar section; and in the California section. Downtown News ran two articles on the event; KNX, KPCC and World News Radio aired segments, while the Associated Press and KCBS-TV and KABC-TV covered the event, not to mention online media exposure.
Client: Panda U.S.
Challenge: During a six-week consultancy project MarCom was brought in to work with the marketing team for the US branch of this Spanish anti-virus software company for future expansion. The first problem that many growing, self-funded companies face is how to upgrade sales, marketing and operations practices to meet the incredibly tough US national market – which is a global market in disguise. The second challenge was how to get noticed in the vast antivirus market. Panda had discovered that when people tried out Panda antivirus, they found viruses on already-protected machines, putting their existing vendor instantly in doubt. So the main focus was to get Panda’s software in the hands of IT managers at home, get them to try it, and then consider Panda at work.
Solution: The scope of work entailed researching, strategising and writing email letters and online ads and targeted at small business/home office professionals, small to medium sized businesses, larger enterprise IT professionals, and consumers. We implemented interactive marketing campaigns with focus to the four vertical audiences and deployed to multiple opt in lists of over 50,000, which were measured weekly against lead generation and revenues.
Results: In six weeks, promo-out more than doubled, lead generation doubled, and revenues for that period increased substantially. Among the marketing team’s successful programs was The Panda Challenge, which gave the company an opportunity to demonstrate to IT managers that they were inadequately protected by their existing security vendors. This paid off when many corporate customers were hard-hit during the next series of virus attacks.