Leveraging PR s Role in the Marketing Mix

1. Leveraging PR’s Role in the Marketing Mix April 25, 2007

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

3. 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 Impact. Advertising is Self-Directed. PR is Other-Directed. Advertising buys a way in. PR messages find a way in.

4. 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.

5. 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 minds. PR vs. Media Relations. Not just pitching stories. PR is the art of actively managing relationships and perception.

6. 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 development

7. 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

8. 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 authentic

9. 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

10. PR is nimble – tactics can change on a dime Travel is one of the heaviest advertising categories 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. Why PR Works for Travel

11. Age of Consumer-Driven Media YouTube AllRecipes.com TripAdvisor.com Consumer reviews/ratings Links to nearby attractions Links to other reviews (Fodor’s) and published articles

12. 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 attractions More than 20 million unique monthly visitors worldwide 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

13. TripAdvisor.com

14. 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.

15. THE METRO PIZZA STORY 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 Pizzeria. John and Sam (The Pizza Guy and the Other Pizza Guy) Best of Las Vegas: Metro Pizza

16. Best of Las Vegas: Metro Pizza

17. Best of Las Vegas: Metro Pizza

18. Uncorked: Wine Blog with Mark Fisher, Dayton Daily News

19. 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 provide Deliberate, creative thinking almost always sets the stage for a successful PR campaign/program.

21. Groundhog Day in Punxsutawney, PA

22. Legend of a Monster: Loch Ness, Scotland

23. Twinsday Festival, Twinsburg, OH

24. Return of the Buzzards in Hinckley, Ohio

25. Wizarding in Wilmington, Ohio

26. 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

28. 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

29. Claus.com: Year of the Elf

30. News release posed Elves as biggest pop culture trend of 2003. Featured Claus.com’s Elf School, Elf Movie, Lord of the Rings’ Galadriel Radio interviews with “Doogie the Elf.” Results: Syndicated article called “What’s 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

31. A Christmas Story HouseCleveland, Ohio

32. Harry Potter Power New Theme Park (Fla.) Worldwide “Magical Tours” Wizarding in Wilmington Wegerzyn Gardens’ Camps (Dayton) $600

33. Marketing Mix: Getting it Right Factors to weigh Overall budget – can you outspend your competition on ads? If not, you’ll need to leverage dollars and earn exposure among your targets. 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?

34. 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 lines. Use research, creativity, insight to choose key focus areas. Commit to niches based on product strength. Marketing Mix: Getting it Right

37. 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

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

39. 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

41. Understand the Tools of the Trade Bacon’s (now Cision) Contact/profiles Edcals Clipping services Real-time monitoring Findarticles.com Google Alerts Factiva PRNewswire, Businesswire

42. 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

44. Beyond Media Relations: Leveraging PR Collect stories – they are tremendously valuable assets 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 don’t oversell (Metro Pizza) If you control spending, INVEST in PR If you don’t, CHAMPION PR

45. PR’s Next Frontier… Tackling online Print will not go away, but segmentation will increase Consumer-generated media will continue to grow Think small, not big More innovative use of YouTube Pod mania – better-quality pod casts

46. What’s Your Story?