Against the Grain: Hot Topics

Thanksgiving is just around the corner. Many Americans will gather with their loved ones to watch the Macy’s parade, feast on turkey and cheer for their favorite football team. After the dinner table is clear, the real work begins. Savvy shoppers scrutinize dozens of print and online retail ads to formulate their Black Friday game plans.

Black Friday is one of the biggest shopping days of the year. Retailers pull out all the stops to woo holiday shoppers during the wee morning hours. Many consumers are willing to sacrifice a few hours of sleep and to score great deals on the season’s most popular gift items. Early-bird specials are taking on a whole new meaning this year with several national retailers announcing plans to open their doors at midnight, coining the term “Black Midnight”. Stores including Target, Walmart and Toys R Us are opening as early as 9 p.m. on Thanksgiving and are advertising “waves” of sales for each hour they are open.

Major retailers can afford to pay employees overtime and offer deep discounts—especially on clothing and electronics—because shoppers will pick up day-to-day and high-profit margin items while they’re in the store. Sacrificing profits to get customers through the door on Black Friday may not be a lucrative strategy for small business owners.

Here are some tips to capitalize on holiday spending without breaking the bank:

1. Hold a customer appreciation event. B2C companies can invite VIPs to shop after-hours while munching on appetizers and enjoying shorter lines at the checkout counter. B2B companies can use this social setting as an opportunity to connect with and cross-sell current and potential customers.
2. Include a bonus gift. Give your customers an incentive to spend a minimum dollar amount, like a free $25 gift certificate with a $100 purchase. This will also increase the likelihood of a repeat visit. 
3. Offer exclusive deals to your social media communities. Reward your Facebook fans and Twitter followers for their loyalty by offering modest discounts and specials throughout the holiday shopping season instead of extreme one-day deals. Use a special code or keyword to track redemption rates.

Are you a local business owner? What’s your Black Friday strategy—extreme one-day deals or modest savings all season long? Share your story on Trilix’s Facebook page.

Des Moines native Ben Silbermann started a website in March of 2010 and it grew into the latest and greatest social media startup. Haven’t heard of Pinterest yet? Let me introduce you to one of the most addicting sites on the web.

Pinterest is a virtual bulletin board filled with what I like to call, “pretty things.” The website allows you to collect images of your favorite things and ‘pin’ them in organized categories called ‘boards.’ To get started, you request an invitation. After you receive an invitation in your inbox, you can create an account, find friends to follow from Facebook and Twitter, and set up boards to organize your favorite images. From there, the possibilities are endless. For example, I have boards filled with my favorite recipes, outfits, DYI ideas and much more. You can repin images from other people’s boards and even install the “pin it” button on the menu bar of your browser, and collect images from any website.

So, who pins? Brands, companies, organizations, individuals, men, women, adult, youth and many more pin and share images of their future office space, home, dream wedding, recipes, favorite destinations, bucket lists and beyond. Pinterest is not just for individuals, for example, Drake University has boards set up for everything related to college life from dorm room decorations, homework inspiration, studying abroad and alumni gear. They even have a board dedicated solely to exploring the Des Moines area. My personal favorite? The bulldog mascot board – how clever!

No matter your brand, company mission or industry, Pinterest has a place for everyone to showcase their culture, products and services. So, what are you waiting for? Jump on the Pinterest bandwagon!

It’s that time of year again; time to put away the swim suits, sunscreen and lemonade and break out blankets, crockpots and the good ole’ remote control. Don’t fret! The fall isn’t so bad. We get to enjoy beautiful foliage, crisp air, and of course, the fall TV line up.

Media Island was so kind a few weeks ago when they brought in breakfast and introduced us to what new shows would be making their way to our tube. The excitement was in the air as people chatted about which shows they couldn’t wait to watch and now that premiere week has passed, we asked a few friendly Trilix folks what they watched!

Copywriter Gretchen Westdal tuned into Fox’s “New Girl.” Read her thoughts about the new Zooey Deschanel hit:

“In my humble, television-loving opinion – fall premiere week is always a wonderful highlight that takes the focus away from the fact that summer is over, the days are now shorter and my winter coat will be making an appearance, all too soon.

The stand-out show for me this year is “New Girl“ with Zooey Deschanel. She is quirky, witty, hysterical and charming, and I can't get enough of the show. The premise is that Jess (Deschanel) finds her boyfriend with another lady, she then promptly moves out of their place and into an apartment with three guys, whom she found on the internet, from then on comedic genius ensues. "New Girl" is a mix of heart-warming moments and laugh-until-you-cry scenarios, a winning combination! Check it out: Tuesdays on Fox at 8:30 p.m.!”

Media Specialist Ashley Danielson must have hung out with Gretchen Tuesday night because she also watched Fox’s New Girl:

“My favorite new show is “New Girl.” I’m an avid “Glee” fan so I am already watching Fox on Tuesday nights. “New Girl” comes on immediately following “Glee,” so I think it will continue to do well, just as “Raising Hope” did last year in that time-slot (which was now moved to the 8:30-9 p.m. slot following “New Girl”). It’s full of fun, random, witty comedy and I love Zooey Deschanel so I knew I would probably get hooked fast.”

Public Relations Specialist Gabby Bladdick needs to fast-forward a few decades and realize that we aren’t living in the 60s. She immersed herself in ABC’s "Pan Am" Sunday night and had nothing but positive thoughts to share:

“Oh were the days when flying was a privilege, people dressed up and hot meals were served. I may not know what that is like, but this show helps me imagine the luxury of flying Pan Am in the 60s.

“Pan Am” highlighted the lives of four Pan Am stewardesses and a couple pilots who all had the dream to see the world. Throughout the episode, we get great insights on what flying was like back then, including the weight and appearance test all stewardesses had to pass before boarding (I'm thankful that doesn’t happen anymore!) The show has a surprising underlying plot and between the fashion, mannerisms and class of the 60s, it’s definitely a winner!”

Senior Designer Angel Smith caught NBC’s new show, “The Playboy Club” by surprise and it kept her attention long enough to watch the entire episode,

“I watched the pilot of one of the most-advertised new shows, “The Playboy Club.” To be honest, I caught the show by accident, so I didn’t have high expectations. The main character, Nick Dalton plays a character very similar to "Mad Men’s" Don Draper –– can’t go wrong there! I was surprised by the murder/mobster aspect of the show; I thought that was an interesting twist. As far as getting canceled? There seems to be a lot of shows centered around the 60s era nostalgia –– it definitely has competition.”

Fun fact: Our very own Abe Goldstein has ties to premiere week! His one-year-old twin great nieces appeared in last week’s CBS premiere of "Two Broke Girls." I wonder if he can hook us up with an autograph?

While most manufacturers focus exclusively on building share-of-market, smart manufacturers understand the value of building share-of-heart — connecting with customers in a more personal and meaningful manner. One of the best ways to do that is to develop a random acts of kindness strategy.

Your customers want to know you care about them and their world. A random acts of kindness strategy does just that.

Use social media or traditional research to gain a better understanding of what's happening in your customers' lives. Get involved in those organizations or initiate your own program to positively impact their lives. Then, use public relations and social media to let customers participate in your random acts of kindness. As a result, they'll have a greater affinity for you and your products.

Trilix is a full-service advertising agency headquartered in the Midwest with expertise in helping businesses market effectively and drive sales success. Learn more at www.trilixgroup.com or email Todd Senne at tsenne@trilixgroup.com.

I love blogs. I could get lost in my Google Reader for hours. I discovered some of my favorite entertainment venues, foods and restaurants based on recommendations from bloggers.

Local blogger Emily Beckmann’s energy and positive attitude are contagious, and TheDishOnDesMoines.com is filled with opportunities to get involved and give back to the community. Pete Jones’ “Why Eat at a Chain Wednesday” blog series inspired me to try dozens of local restaurants. Pete and the seven talented contributors at DesMoinesIsNotBoring.com are young professionals who live and work in Des Moines – just like me! Their blog is my go-to guide for dining, entertainment and events happening in the Metro. Kristin Porter from IowaGirlEats.com introduced me to the wonders of Chobani Greek yogurt and her intense treadmill routines helped me survive the treacherous holiday season unscathed. Surely, she would never lead me astray.

I admire bloggers and their ability to build strong online communities. I respect their willingness to let me eavesdrop on the daily happenings in their lives. I admire their commitment to providing valuable content and the time they dedicate to posting on a regular basis. I’m very receptive to events, products and services recommended by bloggers because I can easily relate to them.

If you are opening a new business, hosting an event, introducing a product or launching a service, you should reach out to influential bloggers in your market. The most successful public relations campaigns use a mix of traditional and social tactics. You should share newsworthy information with bloggers just as you would with your local papers, radio stations and television affiliates. Bloggers have an uncanny ability to reach large segments of your target audience, and they have a lot of credibility with their readers. Most bloggers are PR-friendly and they are happy to write about your business, event, product or service, if they think it will benefit their readers.

Here are some tips for incorporating bloggers into your public relations strategy:

• Identify influential bloggers in your community and/or industry.
• Do your research. Read some posts and familiarize yourself with the blogger’s mission before you approach him/her. “Don’t send mass email pitches,” advises Beckmann. “Address each blogger by name and show a personal interest in their blog.”
• Get to know the online community. Read the comments posted on the blog. Identify the blogger’s target audience and make sure it’s similar to yours.
• Make a connection. Take the time to develop a relationship with the blogger. Leave a comment on a post, or engage with him/her on Facebook or Twitter. “Try and build a mutually beneficial relationship with the blogger. It's nice to make a personal connection and engage in two-way conversations,” says Beckmann. “I enjoy blogging because I get to meet new people and learn new things. It's important to me to establish and build relationships in the process.” 
• Be respectful. Bloggers deserve as much courtesy as a traditional journalist. “My advice is to treat a blogger like you would any other media outlet,” says Jones. “But please understand that many of us do this for fun and are not professionals in the industry.” 
• Plan ahead. Most bloggers have full-time jobs and their editorial calendars are planned weeks in advance. Give them adequate notice about your announcement or upcoming event.
• Provide background information. You can send a press release or talking points to share details about your announcement, but most bloggers prefer to write their own posts. Give the author the creative license to tell your story in their own voice.

It’s also important to decide if you’re willing—and determine if your company is legally able—to compensate the blogger for their efforts. Bloggers are required by the FCC to disclose if they were paid or received freebies for their posts, so make sure these transactions comply with your company’s ethical and legal guidelines.

Most bloggers do not expect anything in exchange for the publicity, but Beckmann explains that it’s easier to write about things like events and restaurants, if you’ve experienced them first-hand. Remember that most bloggers write as a hobby and they are doing you a favor, so whenever possible, it’s a nice gesture to help cover their expenses by waiving their ticket fees or giving them a free sample of your product.

Porter sites Blue Bunny as a company that has a great blogger-outreach program. Last summer, they invited her and a handful of other foodies to tour their facility and sample their new products. Then they dedicated a portion of the afternoon to teaching the bloggers how they can grow their online brands and communities, so it was a mutually beneficial experience for the bloggers, their readers and the company. Porter says she appreciates Blue Bunny’s approach because it gives her an “insider’s look” at the company and the chance to test their ice cream without feeling pressured to write product reviews.

So the next time you’re formulating a marketing campaign, include bloggers in your PR plan. You may just create a brand advocate — or find a new subscription for your Google Reader.