Marketing Archives - Page 4 of 9

June 19, 2017

How to Measure Your PR Efforts

Who’s crazier than Charlie Sheen? In our books, Justin O. Schmidt. Why you might ask? He doesn’t have tiger blood, but he did personally get stung by 78 different species of insects. Again, why? He did it to measure the painfulness of each sting. The scale ranges from 1-4, in which he classified and described each level of pain in vivid detail.

For example, a 1.2 is a fire ant. The sting is sharp, sudden, and mildly alarming. He described it like “walking across a shag carpet and reaching for the light switch.” Then there’s the tarantula hawk, ranking in at a 4.0. Schmidt described this pain to be “blinding, fierce, and shockingly electric.” Perhaps better stated, it would feel like a running hair dryer being dropped into the bath that you’re lying in. Definitely not #winning.

Alright, so there are many different measurements out there, some falling under the not most pleasant…or sane, but there is a good way to measure public relations efforts. Wondering how? Here is a list your PR team should be on top of.

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How’s Your Visibility?: Is your brand building awareness? Looking for a good way to tell? First, it is important that your brand is being exposed over multiple avenues. Speaking opportunities, podcasts, webinars, radio, TV, are just a few avenues you should be driving your message home on. This is a great way to get your business, products, or services out in front and center, and an excellent way to gain variety viewership. Your PR team should make sure opportunities like this are occurring. When you increase your company’s visibility, you are increasing engagement, leads, and certainly, sales. One idea is to use Google Analytics to track viewership and leads. By looking at Google Analytics dashboard you can see between your blogs, social media, and articles, what exactly is driving sales and leads. Set up conversion goals so you can precisely track the number of visitors from a blog or article. You’ll be able to determine if it’s hitting the mark or not. Google Analytics is free or you can choose an upgraded version. Go to https://www.google.com/analytics/analytics/compare/ to determine what fits your marketing needs best.
www.popkey.co

Do You Have Valuable Relationships with the Media?: You should ask yourself, is your PR team forming valuable relationships, especially with the media? You need to be present with the public and know that relations are key. Public and Relations. Makes sense once you think about it. Your PR team should be well connected with the media, journalists, and renowned figures. You should constantly be in contact and communication with reporters. What are they working on? How can you help them in their efforts through you or a client’s services? You don’t want to “sell” what you’re offering to the media but to find a way you can be of service. In the end, this will build a strong and lasting relationship, all the while, getting your name out there. To measure media, you should be counting media placements. This is one measurement and shows you PR’s efforts in gaining coverage in multiple publications for your company and or client. After counting the number of placements, consider their quality. How will they affect readers? Will this have a positive impact on your business or a client’s? Do they get your message across accurately? Check to see the number of mentions your business or product receives as well as considering the tone and view of the message.

Are You Hitting Your Target Market?:
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Say you’re targeting customers within the sports market with your new product or service. Your PR team should be able to help you pinpoint these clients. You should know what they read, where they like to shop, their demographic, what they’re posting online, and who they’re following on social media. Social media metrics, the use of data to gauge the impact of social media activity on a company’s revenue, is an important step in calculating this. First, look at volume, the number of messages about your brand, and the number of people talking about your brand, then track how both of those numbers change over time. Facebook Insights has a useful metric called “people talking about this” that measures the number of people who have posted something to their walls about your brand page. Remember though, volume is important but engagement is truly the deciding factor if your product is achieving success. You want to focus on the conversation they are having about your business or product instead of the number of mentions. How is the conversation affecting your bottom line?

Are You Keeping Control of the Competition?: Can you turn that spotlight over here? That’s it, just a little more…perfect! You see, public relations is not only about keeping your business and brand in the spotlight, it’s about making sure your competition isn’t stealing it. Every time you have an article published, a news piece written about your company, or positive mentions on social media about you, you are taking it away from your competition. Keep your ear on the conversation about your brand and your competitors and determine what percentage of your industry is focused on your brand compared to theirs. More importantly, learn from your competitors’ successes. Since most of the social media conversations are public you’ll be able to measure your competitor’s impact as easily as you do your own. Eavesdropping is a good thing when it comes to marketing and measuring. You need to become the Gladys Kravitz of marketing.

www.bewitched.wikia.com

Unlike Justin O. Schmidt, you won’t need to experience 78 stinging insect bites to find the right marketing pathway for your company. The best place to begin is right now. You will be surprised how quickly you can find your niche and market and like Charlie Sheen, be #Winning in no time!

Plaid Swan Inc. is a female owned and operated marketing communications firm with multiple offices located in the Midwest. Looking to make your company’s blog stand out? Don’t have a blog, but want one? What’s a BLOG? Contact us today to see how we can bring your brand to a new stellar level!

www.quickmeme.com

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

-Haley Corkery │ Public Relations Specialist

June 5, 2017

How Heineken Got It So Right and Pepsi Got It So Wrong

Two beverage ads. Two bottles to pop off. You guzzle down both, but only one is respectively refreshing.

Beer. Pepsi. We tend to love them both. But in one particular instance, Pepsi left us with gut rot and the strong desire to pour the remaining 5 cans we have stored in our garage refrigerator, down the drain. So how did Heineken get it so right and Pepsi get it so wrong?

www.giphy.com

Let’s first start with the facts. For those of you who haven’t seen Heineken’s four-and-a-half-minute ad, it features a social experiment involving three different pairs of people who are from the United Kingdom, all with decidedly different beliefs. The participants are in a warehouse talking with each other, completely unaware of their political differences. There is a man who doesn’t believe that it’s okay to identify as transgender, who is paired with a woman who is transgender. There’s another man who doesn’t believe in climate change, who is paired up with a man who does. Finally, you have a man who describes feminism as “man-hating” paired with a woman who describes herself as a young, black feminist. The participants seem to be unaware of their differences and the purpose of the test. They are asked to perform a number of team-building exercises, which ultimately results in them assembling a bar and asking scripted personal questions along the way. They are then asked over a loud speaker to watch a video of the other person discussing and confessing their political views. Once they watch both videos, they must decide whether they want to leave, or stick around, drink a cold beer, and talk it out with the person who has been revealed as their complete opposite. In the end, they all decide to stay.

www.dailyedge.ie

You can watch the full ad here!

On the other hand, you have Pepsi’s two-and-a-half-minute commercial featuring Kendall Jenner with protesters who are trying to come together in unity. The key word here being, tried. Most felt the ad was anything but positive, leaving a bad taste for most viewers. In the commercial, we see Kendall modeling when suddenly, a protester passing by gives her a sexy smile, and she leaves the flashing cameras to follow him, to go protest and March. She soon sees a white male police officer giving a black protester a serious look. So, what does she do? She offers him a Pepsi, because that will surely solve all the world’s problems and end racism – right? The scene with the police officer accepting the Pepsi from Kendall was too reminiscent for most, of an actual protest image; that of Leisha Evans in the Baton Rouge protests last year. The police officer drinks the Pepsi, smiles, and the crowd unanimously raises their arms in celebratory excitement, another big no no to most. It appeared Pepsi was oversimplifying protests and what they really mean, as well as making light of the issues of police brutality. Towards the end of the commercial, it even sounds like the music is saying “Epic fail, fail, fail.” They must have known all along. Pepsi pulled the ad immediately and released this statement: “Clearly we missed the mark and we apologize… we did not intend to make light of any serious issue. We are removing the content.”

www.dailyedge.ie

www.giphy.com

This is a great example of how one brand got it so right and one got it so wrong. Heineken showed Pepsi how to correctly make a politically charged ad. What made it work? Their human moments didn’t appear forced but seemed to unfold all on their own. We felt inspired, we felt compassion, and we felt honesty. Despite these stranger’s different political views, they were able to talk it out over a drink. So, Pepsi, please hold my beer and allow me to make a toast. Here’s to you Heineken!

www.giphy.com

Now, can we please put a bar inside Congress?

www.giphy.com

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

-Haley Corkery │ Public Relations Specialist

May 24, 2017

Why Blogs Should Be Part of Your Marketing Mix

“If “blogging” is a dirty word, then I am scum.” -Kevin Lim

www.sarahsawamovie.com

Is anyone out there? Can anyone hear me? Hellooo?

Wait! Did you hear that?

Yes!

The whispered words over the din of hyperbole and malice that chokes the internet on a daily basis…a soft lyrical voice sending us hope and good cheer – ”The blog is not dead.”

The blog is in fact, still kicking, living, breathing like your old Aunt Gertrude who blew out her 101 candles last June. So what if Gawker.com was put to rest, the soul of the blogger – blogs on. Blogging is still one of the most valuable tools a business can have. So whip out that laptop, flex those phalanges, because here are 5 reasons why your business should have a blog.

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It Establishes Yourself as an Expert: To write is to give. When you write useful and engaging content you are driving traffic to your site and establishing yourself as an expert. People will begin to see you as someone who is knowledgeable, dependent, and a leader. Because of this they will begin to trust you more than the competition and when they are in need of your services, it will be you who they go to. Things can only go up from there, including your sales.

It Increases Your Business’s Visibility: When your blog is full of resourceful information, relevant content, useful tips and advice you will be able to increase your businesses exposure, cultivating opportunities for you to meet and attain future leads, employees, and clients. By creating content that people want to read, that they find entertaining and useful, you are successfully getting your brand name out there as well as meeting new people you might not have met otherwise. This puts your business ahead of the pack and that’s ‘howl’ it should be.

You Can Share Your Blog to Social Media: The nice thing about blogs, and perhaps the simplest, is you can share your blog to your businesses social media platforms, increasing engagement and viewers. You can even set up your blog so it automatically posts to social media feeds when it’s published on your website. If you incorporate photos or videos in your blog post, you’ve already increased your chances to receive more engagement. Posts with engaging, funny, and relatable, eye-catching headlines and images, generate more clicks, likes, and shares, than those with just plain written text. So get ‘Disney’ all over your blog and make it technicolor.

www.imgur.com

You Stand Out from the Crowd: In a world that is full of competition it might seem hard to stand out. But have no fear, the blog is here! A blog is a great way for your business to stand out from the pack. If you want to engage with viewers and not be overlooked online, this can help. A blog allows your voice to be heard. You can write your own content or have multiple employees help with the process. By starting a blog, you are getting your name out there, producing pieces that show off your expertise, and engaging with viewers you may not have reached in the past. Get a blog. Do it now. By the time your competitors realize you’re attracting customers thru your blog, you’ll already have an audience established and they’ll be busy playing ‘catch up’.

You Are Able to Attract New Customers: According to a HubSpot survey, 60% of businesses that had a blog attained more customers than those who didn’t. By being present online you are increasing your chances of engaging with a variety of viewers. Thru a blog you show your customer base your doors are open for business. You are showing them that you’re online, you’re relevant, and you’re an expert in your field. A blog also allows you to answer questions. When a potential client reads your blog and sees you as a valuable resource, you’ll be the first one they go to.

www.tenor.co

You thought Grease was the word? Wrong! Blogging is the word. You might be thinking blah, blah, blah, but you should be thinking blog, blog, blog! Blogs should be, scratch that, need to be, a part of your marketing mix.

Blogging is not dead. Only flogging is, but that’s another subject. Perhaps a subject we’ll touch upon in our next blog.

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

www.pinterest.com

www.replygif.com

-Haley Corkery │ Public Relations Specialist

Sources:

https://www.rickwhittington.com/blog/14-reasons-why-your-business-should-start-a-blog/

https://www.sproutcontent.com/blog/19-reasons-why-your-business-should-be-writing-a-blog

https://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht#sm.0009ot7ya6tjdhr11hj105qmpd6yy

May 17, 2017

Uber’s PR Crisis Has Been One Hell Of A Ride

Pump the breaks! If you haven’t heard about Uber’s rough start to the 2017 year then maybe you’ve been driving under one too many tunnels. Uber has been slowly roasting beneath the beaming spotlight these past months for several stunning scandals.

Let’s break this down by months and highlight some of the key points:

January

January 7: An Uber driver crashed their vehicle, paralyzing the passenger. This quickly brought to light the facts that the driver had past misdemeanors that were either missed or simply ignored. A lawsuit followed soon after.

More than 200,000 Uber customers deleted the app as part of a movement called #DeleteUber. The movement began because Uber drivers were still doing business and picking up passengers at the JFK airport during a taxi strike organized by The New York Taxi Workers Alliance. The taxi drivers were protesting President Donald Trump’s executive order, which prevented travelers from certain Muslim countries from entering the United States. After the strike, Travis Kalanick, founder and CEO of Uber, was criticized for his close ties to Trump.

www.giphy.com

February

February 19: A former engineer of Uber published a blog post about the business’ workplace, claiming sexism and sexual harassment occurred there

February 28: Travis Kalanick has been in hot water in the past but recently, in February, he was in the public eyes once again after a video was released of him arguing with an Uber driver who had given him a ride. In the video, the driver tells Kalanick that he and other drivers are financially suffering due to the low fare prices that Uber charges passengers. The driver goes on to say, “People don’t trust you anymore. I’m bankrupt because of you… You changed the whole business. You dropped the prices.” Kalanick fired back claiming “explicit language” multiple times, raising his voice and treating the driver with disrespect.

www.onbreaking.com

March

March 19: Uber’s president Jeff Jones left the company saying his, “beliefs and approach to leadership” are “inconsistent with what I saw and experienced at Uber.”

March 24: Uber halted its self-driving car program and raised questions about its future when one of Uber’s self-driving cars hit another vehicle that didn’t yield on an Arizona highway. Thankfully, no one was hurt.

April

April 8: The city of Rome bans all Uber services.

April 11: Uber’s head of global PR, Rachel Whetstone, left the company. One too many PR crisis’s can do this to a person. Stay strong Rachel. We’re sure a break is much needed.

April 18: Sherif Marakby, VP of global vehicle programs and leader of Uber’s self-driving-car project also leaves the company. Another one bites the dust.

It seems this past year Uber has dealt with several PR crisis’s. But have they learned their lesson? The company’s CEO, Travis Kalanick, has taken several steps out of the crisis management book to try and do just that. Kalanick apologized for his outburst with an Uber driver that was caught on camera and said he would get help with his leadership skills. He issued a statement about sexism saying, “There can be absolutely no place for this kind of behavior at Uber—and anyone who behaves this way or thinks this is O.K. will be fired.” Kalanick has also promised to release statistics about diversity at Uber.

So, has Uber learned its’ lesson? Some of the steps they’ve taken have been promising, but it seems time will tell. For now, people will be watching with peeled eyes.

If you’re ever facing a PR crisis, hopefully not as bad as Uber, or dare we even say United Airlines, here are a few tips to settle the tide.

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1. Be Honest: Telling the truth is a smart business strategy. Everybody makes mistakes, but people will be less forgiving if you try to cover up the facts with lies.

2. Gather the Facts: Gather and analyze the facts so you can understand the issue at hand. Many things can be overlooked when people feel the pressure, especially when they are rushed. Do the research, talk to employees, figure out as much as you can.

3. Live and Learn: Even when the issue is settled, learn from the situation. Ask yourself, “What should we do differently next time?” Have a recovery strategy in place. Live and learn.

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

www.giphy.com

www.weheartit.com

-Haley Corkery │ Public Relations Specialist

Sources:

https://www.trendkite.com/blog/facing-a-pr-crisis-it-could-be-worse.-you-could-work-for-uber? utm_campaign=Blog%20Emails&utm_source=hs_email&utm_medium=email&utm_content=51530590&_hsenc=p2ANqtz-9KWFk5anj2W0uQFnNtxlk7gcT41EqG17D-sY9VEBmkyUMlHmwKudA7k8ZokxEX8umIaSKXrU5k8SdQu0PkeEisk2BvyA&_hsmi=51530590http://www.businessinsider.com/uber-in-crisis-timeline-2017-3http://www.prnewsonline.com/has-uber-learned-its-pr-lessons/

May 15, 2017

Dove Releases New Body-Shaped Bottles: When Good Brands Make Bad Decisions

No curves? You shall be a banana. Large waist and small hips? Yes, you are an apple. Little upper body but large hips? Nailed it, you’re a pear.

Women. Fruit. What do these two things have in common? Sounds a little fruity, but society does compare the two. For the longest time, we have associated women’s body shapes to fruit. So, women, you get to be fruit. But now you also get to be soap bottles. Body wash bottles to be more precise, thanks to Dove.

In the most recent years, Dove has been getting it right. They’ve connected with women, encouraged us to love our bodies, and we adored, praised, and related to them for it. So how could Dove get this so wrong?

Dove recently released a new advertising campaign giving their plastic soap bottles a whole new makeover. Just like women, Dove wanted to show that bottles come in all shapes and sizes. They designed and created six different bottles from curvy, pear and apple shaped to tall and slender. The response? Think of an apple getting violently thrown to a face. A foot slipping on a banana peel and breaking a leg. Yeah, we’re talking that bad. People instantly took to social media criticizing the product. Twitter didn’t disappoint.

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www.1london.net

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Where did Dove drop the soap, I’m sorry – bottle? They made women feel ostracized when buying body wash. We should speak to all women the same, no matter their shape, size, or color. We shouldn’t talk to them based on what their bodies look like. Women don’t always need to be categorized. Who wants to go to a store, walk down the body wash aisle and say to themselves, “I’m pear shaped, so I’m going to buy this pear-shaped bottle?” Cue the crickets. Women don’t want to make purchasing decisions based on their body type. While in the shower, would you like to be reminded that you look like an apple or would you rather steam up the bathroom, peak out over the curtain and seduce the mirror, believing and knowing you are applesolutely delicious?

What Dove should consider, is what if this same ‘marketing idea’ was about men? What would we compare their bottle sizes to? Male body parts keep flying around in my mind. Think of that trip to the store, perusing that aisle of men’s body wash. What kind of bottles would be lined on the shelf? One small, one medium, one with an oversized cap?

www.jbuffyangel.tumblr.com

www.giphy.com

This is the perfect example of when a good brand makes a bad decision. Don’t get us wrong. Dove has done great things, they’ve taken risks, and spun their brand in the right direction. Their previous advertising scored a home run with young girls and women alike. But with the recent release of these bottles, Dove’s marathon of success has gone down the toilet, leaving them to do some serious damage control.

How did this get through so many checks and balances at Dove? This brand had nailed their niche, better than most companies in history, through supporting and empowering women and here they are assigning us body types.

Here, at Plaid Swan, we are a female owned and operated advertising and marketing agency. We understand women, we understand marketing, and we understand how stereotypes are taboo and need to be shaken and forgotten.

So to all the women out there, we don’t see you as fruit nor relegate you to a certain size or shape. We know Dove can do better and we believe they will. To forgive is to move forward and we’re just beginning our trek.

Looking to make your company’s blog stand out? Don’t have a blog, but want one? What’s a BLOG? Contact us today to see how we can bring your writing to a new stellar level!

Plaid Swan: (563) 556-1633

Email: betsy@plaidswan.com

www.replygif.net

-Haley Corkery │ Public Relations Specialist

Sources:

https://www.washingtonpost.com/news/business/wp/2017/05/09/why-ladies-didnt-love-doves-latest-gender-empowering-ad-stunt/?utm_term=.4592053499ba

May 1, 2017

In Search Of The Perfect Client

When a male penguin falls in love with a female penguin, he will search the entire beach to find the perfect pebble to present to her. When he does find it, he waddles over and places the pebble at her feet. In the marketing world today, we are all like the male penguin, or more like a group of penguins looking for the perfect client to present our pebble too.

Are you trying to figure out who’s your perfect penguin – your perfect client? Well, chillout and let us help you seal the deal!

www.blog.nus.edu.sg

3 Ways to Find the Perfect Client

1. Know Who You Are: Although this seems simple, it is still extremely important. In today’s market we have Amazon, Overstock, Ebay and a plethora of other businesses all geared to have something for everyone. This isn’t always feasible for a small business. To understand and determine your ideal client you need know what exactly your business is, what it does, and what it does well. How many times have you run into someone who still hadn’t mastered the ‘elevator pitch’ and couldn’t quite tell you what his or her company did? Tell us either: “I work for an advertising agency” or “We’re a marketing and communication firm who offers a variety of services including copywriting, media buying, public relations, strategic planning and research.” Be precise and don’t over gloss what your company is or does by trying to sound more prestigious than you are. Let your potential customer clearly see how you can be a perfect fit for them

www.theodysseyonline.com

2. Great Minds Think Alike:

www.tenor.co

I recently read a story online about a fisherman who, no matter what, always caught the trophy fish. Many other fishermen spent as much time fishing as he did, but they were never as successful. When asked how he always seemed to succeed he simply stated, “Think and be like the fish. What are they hungry for, where do they like to swim, what are their characteristics?” These same rules apply for finding the perfect client. You need to start thinking like them. Where and how do they engage in conversation? What news sources do they utilize? What are their interests, what are their needs? You might have to do some digging, but in the end, it will be worth it. Think and be like the fish. Think and be like the client!

3. Communicate, Communicate, Communicate:

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“What we got here is a failure to communicate.” A classic line from a classic movie, Cool Hand Luke, where Paul Newman’s character is in jail for a petty crime but forced to do hard labor. His boss man in the film constantly berating him and stating this line. The key to any successful partnership is knowing what your client’s needs are and making sure they understand what you need from them. Make sure everybody is on the same page. You’ll want to provide a clear marketing and PR plan that everybody understands. Make sure you are receiving clear feedback from your client as the project progresses. Preferably, you’d love a client who is consistent and optimistic when they work with you, but even if the client is not overly communicative, with the ground work laid out on their needs and yours, you’ll have a long-term partnership. You also need to remember, clients need communication from you. They will want you to be there when they need you. When everybody is communicating clearly – great things can happen!

By putting into place these three simple steps you can shift through your pile of rocks to find the perfect pebble, or should we say, the perfect client.

www.pinterest.com

-Haley Corkery │ Public Relations Specialist

Sources:

https://www.hiveage.com/blog/find-the-perfect-client/

https://getflywheel.com/layout/three-steps-finding-perfect-clients/

April 26, 2017

Beauty and the Beast: A Small Provincial Town Reborn

A tale as old as time. With time – a tale can change, and the times are changing. In the past, Disney movies wouldn’t touch sexuality or any subject that would be considered risqué, with a ten-foot pole. Welcome to the 21st century Disney, you’ve come a long way! What better way to showcase this forward thinking than recreating a classic, as they did with their iconic and beloved, Beauty and the Beast.
The story remains the same, still true to the original that we have always known and loved. A scholarly young woman with a love for books, still hoping there’s more to life than what her small and provincial hometown offers. Her nimble-minded father lost in the woods on his trip to the city, found and held captive in a castle by a beast. Our heroine rushing to save him, volunteering to take his place in exile, if the beast lets him go. A compelling candlestick, a finicky clock, and a tender teapot with a young son (teacup) named Chip, magically running the castle as servants and cook. All the while masterminding a ‘love match’ with their beleaguered prince with the new ‘prisoner’ Belle. A conceited prince, transformed into a beast, who must find true love before the last rose petal falls if the spell is to be reversed. A spell cast by a wicked witch who has transformed this palace and everyone who lived in it, into a dreary nightmare.

www.nytimes.com

www.entertainment.ie.com

The screenwriters stayed true to the story but included more details, fleshing out more of the backstory. You get to see the story of Belle’s mom, and you get more details into why exactly the prince got turned into a beast. But what’s really life changing and forward thinking in this remake, besides the fact this film is not animated but an actual live-action film, is it features an openly gay character and an interracial kiss.

The director of the film, Bill Condon, who is openly gay, talked about the character LeFou, played by Josh Gad, and stated, “LeFou is somebody who on one day wants to be Gaston and on another day, wants to kiss Gaston. He’s confused about what he wants. It’s somebody who’s just realizing that he has these feelings.” Disney thickens the pot of diversity even more by including the first ever live-action interracial kiss with two different couples in the film.

www.theodysseyonline.com

www.theodysseyonline.com

Cadenza – the piano, (a new character in the film) played by Stanley Tucci, and Madame de Garderobe, the wardrobe from the original animated film, played by Audra McDonald, share a kiss that will forever go down in history as the first interracial kiss in a live-action Disney film. But wait, there’s more! There is a second interracial kiss that is shared between the lively candlestick, Lumiere, played by Ewan McGregor, and his feather dusting darling, Plumette, played by Gugu Mbatha-Raw.

www.cosmopolitan.com

www.fangirlish.com

According to the New York Times, the film cost $300 million dollars to make and is reported to earn over 1 billion dollars at the box office. We would call that smashing expectations! But this Beauty and the Beast is special in more ways than just earnings.

Disney decided to embrace the way things are now and not the way they were back in 1991, when gay couples and interracial kissing would have been considered too taboo to show on film. By taking a film as beloved as Beauty and the Beast, then adding these modern characters and themes to it, Disney didn’t just step into the 21^st century, it jumped in with both feet. Disney is synonymous with dreams coming true, and this film follows that theme for everyone and anyone.

Forever, a tale as old as time. With a slightly different rhyme. Beauty and the Beast.

www.ve.emedemujer.com

-Haley Corkery │ Public Relations Specialist

April 12, 2017

The Ultimate Face-Off: Wall Street’s ‘Fearless Girl’ vs. ‘Charging Bull’

His hooves hit the pavement. The steam roles off his nose like the engine to a train, getting ready to derail anything that crosses its path. His eyes as dark as the wooden chess piece he just moved, locked in on his target – the matador.

She stares. She waits. Her patience is legendary. It has come with a price, a league of women before her. She comes without the blood-stained cloth, no need for parlor tricks or fancy waves of the hand. No, hers are placed firmly on her hips, spine slightly arched. She looks upon him without fear, whispering underneath her breath, “I’m Ready! Are you?” Her opponent not the bull, but history.

We all know the saying “take the bull by the horns.” Sometimes you need to confront a very difficult situation, deal bravely, decisively, and take it ‘head on.’ It seems one little girl took those words quite literally and now she is one of the most high-profiled young women on Wall Street. They call her simply the ‘Fearless Girl.’

The ‘Fearless Girl’ is a 50-inch bronze statue located on Wall Street in New York City. She was installed to honor International Women’s Day on March 8, 2017 to help draw attention to the pay gap between men and women and gender inequality. The statue was originally scheduled to only be standing until April 2^nd but New York’s Mayor, Bill de Blasio, announced she would be standing tall, hands on hips, until next year’s International Women’s Day –March 8, 2018.

Kristen Visbal, an American sculptor who specializes in bronze compositions, created the sculpture which was later installed by State Street Global Advisors, an investment service company. SSGA has seen gender equality pay off in other ways. Its SPDR SSGA Gender Diversity Index ETF launched in March last year and was the top-selling exchange traded fund of 2016. It invests in U.S. companies that advance women to boards and director positions. Since it’s launch last year, it has raised more than $200 million. SSGA are encouraging companies, especially those on Wall Street, to increase gender diversity, asserting research shows that businesses with more diversity have a stronger financial performance.

A plaque below the statue simply reads, “Know the power of women in leadership. SHE makes a difference.” Quickly she became a popular tourist attraction, being welcomed across the world as a representation of women’s rights.

The ‘Fearless Girl’ stands to face the “Charging Bull” statue. The Charging Bull was originally a temporary installation created by Italian artist Arturo Di Modica in 1989 to represent the strength and backbone of America. It soon became an iconic feature for Wall Street and supporters of the ‘Fearless Girl’ are hoping to see the same outcome. Since her installment, more than 28,000 people have signed a petition to keep her there.

And there she will stay, at least for the next year. She knows adversity, it was taught to her as it was taught to her mother and her grandmother – her sisters. Her wisdom has been gained thru years of patience but her determination is what will win the battle.

Waiting, daring, hoping. The bull is not her opponent, it never was. Perhaps better to see the bull for what he represents. Male dominance, aggressiveness, power. These three words represent the US workforce. A workforce which encompasses both men and women. So how can it be that women only earn 78 cents for every dollar a man earns? The percentage of female CEO’s in Fortune 500 companies is as low as 4%. On Wall Street, a mere 10% of female professionals are on the trading floor. These numbers are brutal to the core, yet honest. They are the horns of the bull bucking and bruising.

The ‘Fearless Girl’ stature clearly stating we will no longer be the bull, chasing the same piece of red cloth. We choose to be the matador, we choose to be the ‘Fearless Girl’. She is the one that stands defiant, determined, and destined. She is the one staring history in the face and speaking volumes for the millions of women behind her, beside her and ahead of her.

-Haley Corkery │ Public Relations Specialist

Sources: http://fortune.com/2016/06/06/women-ceos-fortune-500-2016/

April 3, 2017

Please, Please Complain!

Ever since high school marketing courses, right up through college, you hear the stories of the “silent customer.” Those individuals that purchase from businesses and when dissatisfied just quietly leave, never complain, simply just slip away. I always promised myself that I would never do that. As a business owner, I felt obligated to politely, but openly ask for a manager and share why I was unhappy and give them a chance to correct the situation. After all, if we as managers and owners don’t know there is a problem, how do we make it right and keep our customers and clients coming back?

Well, I was horrified this weekend to realize, that I have in fact, become a statistic. That percentage of the population that just quietly moves on.

It all started at a local retail store in our mall. I picked up some active wear as the sign said 70% off. I thought, “It is getting warmer out. These will be great for walking the dog.” I also grabbed a pair of earrings, marked 25% off. When I stepped forward to the counter to make my purchase I was informed that neither of the items was on sale and that someone must have put the wrong signs out. I just smiled, said that I understood and explained that I would not be purchasing anything after all. The employee just said, “Ok.” Never offered to call a manager or walk over to check out the sign. As I was leaving, I thought, “This is my last time in this store. There is always something a little shifty about their sales.” And with that, I realized I was done. I won’t go back.

Over the last few months, I have walked away from several companies both with brick and mortar locations and online. Not once reaching out to “Chat” if I am on their website or ask for a supervisor if I am in a store.

Why? Several reasons:

I am in a rush. I don’t want to wait for someone to come from across the store and more likely than not, tell me what the employee has already shared.
I am frustrated that I really don’t see management on the floors anymore. Employees are stuck in the registers, or the lines are backed through the store and no management is in sight.
For that particular product or service, I am simply not brand loyal. I can easily go elsewhere for it. For brands I love, like Subaru, I may change dealers, but not brands.

So, how can we ensure our customers and clients feel comfortable telling us the negative stuff?

By making complaining easy. SHORT follow up surveys are fine. Don’t ask 15 questions that create more agitation. YELP has this mastered. Rate with stars and comment if you wish. AND, if you send out a survey, get back to your customers. Tell them that you read it, understood their point of view and what you plan to do to make things better. Then follow through.
Encourage clients to complain. Meet with each client during the year over coffee or lunch and ask, “What can we do better? How can we make your life easier? NEVER make excuses. Certainly, there are times when you cannot accommodate a customer’s request. Be honest and explain why you can’t meet that particular request, but offer an alternative. “I am sorry, I cannot meet with you in person every week as your company is across the country, but I will locate a very user friendly video program we can use, so we can talk face to face.”

As for me, I will try and do better. I likely won’t complain about all the missteps, not my style, but if I am at the point of no longer patronizing a business, I will stop, communicate and listen.

I really did want those earrings.

-Betsy McCloskey | Principal/Partner

February 27, 2017

Creative Publicity Creates Huge Impact

Most of us have heard the saying “There is no such thing as bad publicity.” When it comes to singer-songwriter Joy Villa, this couldn’t be truer. The artist decided to turn heads on the 59^th Annual Grammy’s red carpet by wearing a red, white, and blue dress that unveiled “Make America Great Again.” For those unfamiliar with President Trump’s slogan, it clearly stated on the back in bold letters the name of the man himself. Villa definitely created waves but it might not have been the perfect surf she was looking for. On social media it was more like a tsunami causing mass destruction in its wake.

Image result for joy villa grammy awards 2017

The singer posted a photo of herself on Instagram at the award show wearing the outfit and stated:

“Go big, or go home. You can either stand for what you believe or fall for what you don’t. Above all make a choice for tolerance and love. Agree to disagree. See the person over the politics, carry yourself with dignity, always. Life is made to be lived, so go boldly and give no effs!”

Without question Villa went big, but from the majority voice on social media, they wanted her to go home. Thousands of people commented on Instagram bashing the singer while others took to Twitter sharing their lack of patience for her political stunt.

Whether you liked Villa’s outfit or not, the twenty-five-year-old singer’s Pro-Trump dress parlayed into what was, one can only guess was her definitive goal, skyrocketed music sales! Villa’s 2014 album I Make the Static, jumped to number one on Amazon’s top digital albums and was still there the following day on Monday. She also became #1 on Apple’s U.S. iTunes Store. Her presence on social media soared as well. On Twitter she went from 15,000 followers to 116,000, quite literally overnight.

Perhaps Joy Villa was taking J.Lo’s lead by wearing something provocative. J.Lo’s popularity soared when she wore Versace’s “barely there” green chiffon dress to the 42^nd Grammy Awards back in 2000. The Grammy’s are known for their unconventional outfits, with many viewers tuning in just to see what the artists are wearing. Lady Gaga arrived on the red carpet with what can only be described as two pieces of black leather barely covering her ample front. But Joy Villa took front and center with her politically charged statement and has album sales to prove it.

Whether the message Joy Villa was sending was perceived by the majority as negative, the publicity was earned and she ended the night as the ‘sly fox who caught the award’. In the music business where legends are only as good as their last hit, gaining any type of publicity for herself was an achievement all alone. So the saying does hold true; ‘Bad publicity is better than no publicity.’ Joy Villa is basking in this acknowledgement and taking the money to the bank.

-Haley Corkery │ Public Relations Specialist

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