Archive for the ‘Innovative Media Tactics’ Category

Winning Public Relations Strategy – BowWOWza

April 1, 2016

My friend just posted this on her Facebook page and I thought this was one of the most inventive customer service ideas and also an effective public relations strategy.  It’s not always about the well placed earned print, broadcast or digital media, but more about what the customer experience is through all aspects of the process that can generate free press and organic social media outreach.

Caldwell’s Pet Supply in Portland, Maine, just hit a home run on making the customer experience just that, “an experience.”  Here’s what my friend posted in social media.:

My dad has a new dog that he is house training, and I sent some “potty bells” that hang from the doorknob so that Hobie can let Dad know he needs to go out.  I got this as a customer service follow-up … someone has missed their calling.

Potty Bells

“Your Potty Bells have been gently taken from our Caldwell’s Pet Supply shelves with sterilized contamination-free gloves and placed onto a doggy pillow. A team of 50 employees inspected your Potty Bells and polished them to make sure they were in the best possible condition before mailing. Our world-renowned packing specialist lit a local artisan candle and a hush fell over the crowd as he put your Potty Bells into the finest gold-lined box that money can buy. We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland, Maine waved ‘Bon Voyage!’ to your package, on its way to you, in our private Caldwell’s Pet Supply jet on this day.

“We hope you have a wonderful shopping experience with us. In commemoration, we have placed your picture on our wall as ‘Customer of the Year.’ We’re all exhausted but can’t wait for you to come back!!”

Think of all the goodwill and free social media this company is getting from one very impressed and satisfied customer.    The company is also dedicated to the environment, to improve the lives of dogs, and offer products that will make the life of dog lovers easier than ever.

Kudos to Caldwell’s Pet Supply. This was BowWOWza!

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

Marketing and Branding Lessons from Netflix

December 2, 2015

It’s hard to believe, but it’s been ten years since my love affair with Netflix began (and not long after I was hired to produce an interview with Baz Luhrman for the company and cover a big announcement on the Fox lot in Century City).  There’s just something about getting a fire-engine-red envelope with a DVD inside delivered to my mailbox that makes me happy (not to mention all the great entertainment streaming online and into my living room via Roku).


Their media model and marketing strategy has great tidbits for professionals in all aspects of broadcast, entertainment, marketing and public relations.  Barry Enderwick, who worked in Marketing at Netflix for eleven years, just took a stroll down memory lane with a post on LinkedIn on the growth of Netflix from a DVD company to a major force to be reckoned with in Hollywood — and HOW they did it.  Read more (via LinkedIn).

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

Behind the Pre-planned Oscar Selfie That Went Viral: Samsung’s Integrated Media Strategy Paid Off Big Time

March 7, 2014

If you were watching the Oscars last Sunday, you were probably loving the A-lister selfie moment just as much as I was. As a matter of fact, as soon as Ellen DeGeneres mentioned she was going to Tweet the photo to set a record for Twitter retweets, I was all over it. I retweeted the photo from both of my twitter accounts and managed not to get stuck in the Twitter meltdown. I also posted it on Facebook. The photo was a hit (especially for my Facebook friends that aren’t on Twitter)!

At the time I was watching the Oscars, I was totally sucked in to believing in the spontaneous comedy of Ellen’s hosting duties. It was such a fun moment that it never even occurred to me that it was pre-planned. Now, that’s almost embarrassing for someone in my profession.

FireShot Screen Capture #510 - 'Twitter _ TheEllenShow_ If only Bradley's arm was longer_ ___' - twitter_com_TheEllenShow_status_440322224407314432_photo_1
When I did put two and two together I thought it was brilliant. After all, Samsung spent over $20 million sponsoring the Oscars and why shouldn’t they have an integrated ad campaign. How it was executed made it feel as though Hollywood was a little less stuffy. I loved that it integrated social media with the Untouchables.  By the way, at “press time” today, the selfie was retweeted over 3.3 million times!

I think that there is a lot to be learned by how Samsung’s Galaxy phone was integrated into the content of the Oscars. It is a fantastic example of the new wave of integrated marketing and PR as an excellent case study in thinking outside the box.  Ellen’s team of writer’s deserve a big kudos for their creativity.

For an in-depth behind-the-scenes look at how this blended media strategy took place, read more on Yahoo! Finance.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2014. CMP Media Cafe. All Rights Reserved.

Innovative Media Spin: How to Promote Your Book on YouTube and Beyond

July 5, 2012

I wanted to share an innovative book promotion idea that I saw from my friends at The Huffington Post featuring their interview with media strategist, Ryan Holiday,   I love his refreshing candor in revealing his public relations tactics with bloggers and seeing how he’s using a book trailer (on YouTube) to promote his daring new book that may be giving away one too many “trade secrets.”

We don’t want Soundbites Cafe to be a blog about a blog per se, but when we locate interesting ideas that public relations pros need to know then we do want to share it.  Here is an informative interview that may have missed your radar and is definitely worth a read since it not only showcases a great way to use YouTube to promote a book, but it also reveals the wizard behind the media curtain and is also full of food for thought:

From The Huffington Post

Ryan Holiday manipulates the media for a living. He is a media strategist for various clients, including Tucker Max and American Apparel, whose founder says that Holiday “has done more for my business than just about anyone.”

His forthcoming book, “Trust Me, I’m Lying: Confessions of a Media Manipulator” (Portfolio, $26.95/$12.99 ebook, published July 19th) promises to reveal the secrets of how to trick the media into sharing your message.

Why is Holiday revealing his methods? Because he hates the current system, and he wants to break it.

His book trailer, above, is both provocative and intriguing. We interviewed Holiday on the phone about the news cycle, how he never gets caught, and why he hopes his book will “blow the system apart.” More

A provocative read indeed.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2012. CMP Media Cafe. All Rights Reserved