Target: Marketing Agenda & Buyer Personas (4/29/2018)

In order for businesses to remain successful and relevant, it is important to understand their target audience and their needs. But before they can do that, they have to establish specific buying personas.

David M. Scott (Author of The New Rules of Marketing & PR) states “buyer persona is essentially a representative of a type of buyer that you have identified as having a specific interest in your organization or product or having a market problem that your product or service solves” (165). And an organization that does this well, is Target.

Target doesn’t just market to one big audience but multiple. Scott discusses that professionals “need to segment buyer personas so [they] can then develop marketing programs to reach each one” (165). And Target markets to several buying personas, specifically to connect with every single one- paying particular attention to buying personas like: families, expecting parents, young adults, athletic individuals and many more. But I’d like to focus on families, especially those who own a home, and young adults, specifically females. Targets seems to know a lot about these two buying personas, and does a good job at marketing to them in different but also similar ways.

PR professionals and marketers want to know their buying personas goals and aspirations but also their problems, and how they rely on products to solve them (166). So, to reach families, I would utilize email messages, Facebook, as well as Instagram, and blogs. But when marketing to younger females, I would use more than Facebook, Instagram and blogs, but Snapchat, Cartwheel (a Target application) and even Pinterest. These types of apps and social media channels can help professionals connect to individuals, and then create new marketing strategies and content that caters to each person based on their search and purchase history.

Images found on Target.com and Google.

Research from The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, 5th Edition, by David M. Scott.

PUBLISHED BY Channing Hertel- COMM 3370: Social Media in Public Relations

Local Brands and Instagram (4/16/2018)

Many brands use Instagram as a way to connect and appeal to their customers through pictures and videos. Though some major companies use Instagram frequently, smaller businesses, and anyone for that matter, can create an account, begin posting, gain followers, and build attention. And while I do follow well-known brands I’m interested in and like/support, in this blog post I wanted to focus on local businesses in the St. Louis area who use Instagram well.

1. Louie DeMun:

Louie Demun is a local restaurant located in the Demun neighborhood near University City and Richmond Heights. The posts on Instagram not only show off their amazing food, but show their employees working, and having fun. The message they send out is of great food, service, and an atmosphere where everyone feels welcome. They seem to not only take pride in their work, but have a passion for fresh, handmade dishes.

2. AR Workshop Chesterfield:

AR Workshop is a boutique that does DIY craft ideas and hands-on classes for creating customs signs, home décor and more. And even though this store isn’t locally based, their Chesterfield location does a good job with promoting and sharing with the local “insta” community. A lot of their posts are of customers and their creations, but they also posts pictures about gift cards and specials, as well as new new paint options, brushes and craft ideas to entice their customers- Thus, bringing them back for more of the creative experience. AR Workshop’s message is one that brings friends together in a fun and creative setting.

3. Arch Apparel:

Arch Apparel is a clothing/sportswear brand from St. Louis. Their Instagram shows off their apparel as well as other products (mugs, scarfs, hats, etc), and their employees as well. A lot of their posts send a message that is positive about St. Louis and what our city has to offer. In addition, they work with other local businesses and show off their collaborations on Instagram, as well as takes photos in and around local businesses to help promote them. Their audience seems very engaged and the founder responds to posts all the time; he posts pictures of his family to better connect with the community and his customers/followers and other local individuals. Relating to your audience on a personal level and appealing to their many interests, from clothing, local restaurants and breweries, to charities, helps gain a broader audience and stronger sense of unity within a city, and in this instance, St. Louis.

All images were found on Instagram: @louiedemun, @ARWorkshopChesterfield, @ARCHAPPAREL

PUBLISHED BY Channing Hertel- COMM 3370: Social Media in Public Relations

American Express Supports Small Business Saturday (4/9/2018)

As companies today try to advertise themselves, it’s important for them to understand the customer. In addition to understanding the customer and what they want, businesses should also be mindful of how to sell their product to these customers without seeming pushy or too forward. And with that, I think many companies have shifted not only to customer influenced ads, but advertisements that present a message and not solely a product.

While many businesses these days are keeping up with appealing to their consumers, there are others that are going even further. Some businesses can present their ads for a particular product, but also advertise other messages and influence individuals at the same time. American Express put out an advertisement supporting small businesses, stating that small businesses “make your town, your town” (ISpotTV). This support of small businesses sends a message to not only American Express members, but to anyone who is interested in supporting small businesses (local, or not). I think that American Express is supporting something, while at the same time, advertising them, their company, and what they stand for.

American Express mentions in this video that they are proud to be a founding partner of “small business Saturday,” but they are selling the event, not necessarily their business, (which actually in turn sells/promotes American Express). And in the video they use individuals, workers, families and more to illustrate how friendly small businesses are. The depiction of real people using American Express, is supporting small businesses, and proves to be more powerful because it isn’t only relatable, but motivational and influences people to act on a certain cause.

The Small Business Saturday video has 11 likes on YouTube, but is shared among other sites and platforms, and I assume others agree with the same cause and intent behind the video/advertisement.

FROM HEEL TO TOE: THIS IS OUR BEST ZIP YET (3/5/2018)

When it first came down to our Zippy Shoes we, as a company, wanted a wide variety of options for everyone. But with our newest addition to the line, we wanted to provide extra comfort, focusing on knee impact and joint pain that runners, other athletes, and normal individuals experience. We call it the ZipFactor.

With any workout, the effect of a shoe and how it impacts our joints is crucial. So, with our newest design, we wanted not only to focus on comfort and safety, but provide our customers with something that fits them and their needs, but is just as stylish and has the same feel our other products do. And the new ZipFactor does just that!

The ZipFactor features a cushion insole with upgraded technology to absorb all impact from pavement to trail running. In addition, we’ve added a more flexible, breathable fabric to help with moisture, and odor, as well as making it feel like you have nothing on your feet. Plus, the ZipFactor reduces impact on the knees by 25% compared to other running shoes on the market.

We’ve added colors you can customize and personalize, as well as a variety of laces you can mix and match to your own liking. Please check out our Facebook and Twitter for the latest news and developments for Zippy Shoes, and our new favorite, The ZipFactor.

Also, check out our Instagram and Snapchat to vote for your favorite color combos and what types of new designs you might like.

We hope you take a look, and enjoy our new Zips as much as we do! @CMarieHertel

PUBLISHED BY Channing Hertel- COMM 3370: Social Media in Public Relations

Meryl Streep Joins Cast of Big Little Lies Second Season (2/26/2018)

While this might not be news for everyone, it is for the Lane Moriarty lovers and HBO Emmy Winning Limited Series, Big Little Lies, watchers, and Meryl is in the building you guys!

January 24th, 2018, HBO producers of Big Little Lies, (the television series based on Lane Moriarty’s New York Times best seller) announced that Meryl Streep- Yes, THE Meryl Streep, will be joining the cast for the second season, out 2019 (Business Insider).

Streep will be along side other award winners like Reese Witherspoon and Nicole Kidman, as well as returning cast members Shaliene Woodley, Zoe Kravitz, and Laura Dern. Streep is to play the mother in law of Nicole Kidman’s character (whose husband was killed in the first season). So, if you’ve watched the first season, then you understand the anticipation and excitement over the drama that will likely ensue in 2019 (NYT).

When it was first announced, fans were reassured by Twitter and the show followers that this is, in fact, happening:

And with all the hype for Meryl, fans are also gifted the same cast that they had in the first season, with a little extra.

To have the mainly female cast return is not only important for the show, but the fans are excited too. This cast of female actors inspires viewers through the show and touches them on many levels. So, the level of excitement we all have is hard to contain. Let’s cross our fingers that the second season is not only just as good, but better than the first!

Follow more news about this story @CMarieHertel

PUBLISHED BY Channing Hertel- COMM 3370: Social Media in Public Relations

How Brands Use Social Media, and How to Stay Relevant (2/17/2018)

Over the course of my lifetime I can remember not having social media, and I now recognize how it has changed everything we do in business and in our personal lives. Today, the term social media is known and, furthermore, used by almost everyone in some way. In the beginning, social media was just a way for people in connect via the internet, but it has emerged into something much bigger.

Since the Internet is everywhere, and people can connect to WIFI or a network instantly, we use social media to interact, look up information, and now shop with just a few clicks, or swipes. And businesses now use social media in real time to connect with their customers and other networks, not only to get a product out, but for feedback and inspiration as well.

For example: Apparel businesses aren’t relying on their customers to come into the physical stores anymore, so they put advertisements on social media. Depending on what you follow or what you shop/search for, different advertisements will be directed to you. For instance, Anthropologie, an American clothing and retail company (apart of URBN Brands which includes Urban Outfitters, FreePeople etc.), uses Pinterest, Twitter, and Facebook to embed and share advertisements, but also uses sites like Instagram for click shopping, and story updates.

This is a good strategy, because shoppers have access to learn more about the products immediately and are reminded of them more frequently as they search for similar options. But this is more of a one-way communication, when the business could use other ways to build their customer base.

Social media sites can cater to specific audiences with different platforms- We have Facebook, Twitter, Instagram, and more, people use for similar reasons, but receive the content differently. I’ve seen businesses use social media to get feedback about products and invite customers to respond to live questions and updates. I think that Anthropologie could do this more, instead of just putting out advertisements- but allow shoppers to see live videos of styling with their clothing, using the beauty products they sell, or show how they design for their catalogs. In addition, they could ask their audience through story timelines what they want more of and share live personal style/beauty tips and design ideas. There is a blog called Anthro Blog; but if they gave their audience an interactive way to not only shop, but provide their own personal input to updates, and learn new ways to use their products from other customers, Anthropologie, and companies like them within URBN Brands, can stay relevant in the market, and expand their social media reach and response.

PUBLISHED BY Channing Hertel- COMM 3370: Social Media in Public Relations

Viral Videos (2/12/2018)

In the fast paced society we live in today, technology is at the forefront of everything. Technology allows people to share and view things instantly; that includes videos by specific brands, as well as just reviews and tutorials about brands and products that aren’t sponsored or produced by that company.

There are a lot of viral videos circulating that depict reviews and experiences with product in which can not only boost sales and attention to a certain brand, but also hurt them, their sales and/or reputation.

Out of all the videos out there, I do remember one specifically, not because it was funny, but I know it got a lot of attention with my friends and work/social media network. I’m definitely one who enjoys skin care, but when I saw the viral videos for the infamous charcoal mask, I had to second guess why I used certain skincare products.

Natural Science “Black Masks Charcoal Masks,” among other brands, came out with a charcoal mask to remove impurities and help pores, but what the company didn’t know was that this mask would start a huge trend- Not only for skin care, but for people trying these masks. These masks appeal to the company’s target market, especially since skincare seems to be a hot trend. So, after multiple reviews and viral videos came out about the mask, it boosted sales and attention to the product, however, they also brought on negative attention as well. Some videos could make the company look bad, even though the company itself and what it represents isn’t really mentioned in the videos, just the product and its quality/effectiveness. So, with that, I think that the viral videos can be both good and bad for a company. While the viral videos aren’t sponsored by the company, they do draw attention to the product and get people talking about it, or willing to try it, (for entertainment or personal reasons). But the downfall could result from reviews urging people not to purchase because of the flaws, or that it hurts. Either way, these viral videos help boost attention to the product, and I think any attention is better than none- It starts and continues a conversation, in addition to influencing people to use their products as first time customers just to see what happens.

Below are a few links for the viral videos:

Charcoal Mask Gone Wrong

The Truth About The Charcoal Peel Off Mask

PUBLISHED BY Channing Hertel- COMM 3370: Social Media in Public Relations

Social Media and Managing A Crisis (2/5/2018)

In terms of social media and dealing with a crisis, I think it can go both ways, however, I do think it’s important for social media to not necessarily reach out to followers, or people who support companies, but for those dealing with a certain situation and feel as though they are heard.

It is often that individuals use social media to get a message out, and not only that, but to get their message out. Many people these days (thanks to technology) have the ability to do just that. So, now it can be hard to differentiate which issues are more important than others (at least to some). Yet, that aside, the opportunity for organizations to see what clients, customers and followers are feeling/ sharing/ talking about, can help them better solve problems and understand where their customers are coming from and what they want and/or need.

In my opinion, when media chatter is ignored, the companies aren’t listening to their clients or customers. In order to stay relevant and keep sustainability, organizations, even when they don’t like it, must read or listen to the posts (even negative) to better help and support their clients, but to create new products and stay important in its customers eyes. Certain media chatter can extremely hurt a company, but at the same time, build them up and make them more successful.

An issue with social media ignored, can have an effect on the entire company. Buy ignoring tips or requests from followers/majority fan base, companies aren’t accessing their full potential, or utilizing the fans’ input they’re asking for; who could be future stakeholders, creators, etc.

Example:

Treyarch Studios (creator of Call of Duty), requested a poll by players and followers, yet ignored responses and requests for most “anticipated map,” so people then retaliated by not buying the games they provided because they said they would use social media, and failed.

Treyarch Link

The previous link is related to those who have complained about Treyarch (Activition). This isn’t directly related to my mentioning social media above, but it does point out this type of social media can give a negative influence on company. Anyone can search and find social media sites relating different issues or topics, but the more people that discuss and mention issues in the media, the more it’s high-lighted or discussed.

PUBLISHED BY Channing Hertel- COMM 3370: Social Media in Public Relations

Three Brands That Do a Good Job Delivering Messages on Social Media: Platforms They Use and Why They Are Effective. (1/26/2018)

In the ever changing and instant world of technology we live in today, it’s crucial for companies and their brand to stay relevant with their audience and social media. With that the ability for brands to use social media, they can grab the attention of their customers, as well as a broader client reach, to share with bigger groups of people and networks. And while there are many companies that have succeeded with social media, in my opinion, the brands that use social media the best are ones like:

1. Netflix

2. AirBnB

3. GrubHub.

First, Netflix understands what it’s viewers want. And with phrases with “Netflix and chill,” the brand has grown bigger and more popular. People now share this phrase, tweet, and discuss how relevant it is, and refer to it (tag it) with different situations. Netflix has data from its users, but uses social media to find out how to use the data, or which shows/movies/content are trending with their customers (AdWeek.com).

Second, Airbnb has been a great brand for people and travelers since 2008. And with that they have used social media such as Instagram, to not only share featured Airbnb’s, but to share other people’s experiences. Instagram allows individuals to share and post their experiences while giving Airbnb the credit and promotion (SmartInsights.com).

And thirdly, GrubHub is another brand that I think does a good job with social media. While Netflix uses data from the customers and trending content to gain/maintain audiences and users, and Airbnb uses Instagram to share locations, GrubHub has an app that allows customers to instantly order food. But in addition to having an app (like other brands do today), GrubHub will use and share pictures customers have taken to entice more foodies to do the same, or just order from GrubHub.

Related links:

10 Brands Doing An Amazing Job on Social Media (AdWeek.com)

6 Brands That Are Killing It on Social Instagram (SmartInsights.com)

PUBLISHED BY: Channing Hertel- COMM 3370: Social Media in Public Relations

Undergraduate Senior at UMSL (January 26, 2018)