St. Louis Business Journal Women's Conference remarks

Moved by Nostalgia (and Social Media)

How do you reach me... a small business owner in the 40-something category, who is a professional juggler - carefully balancing family, work, personal interests? (No, I'm not really a juggler, though one of my favorite clients has been

Circus Harmony!)

I don't tend to watch television news, I read the local paper on-line, I subscribe to the Business Journal and USA Today. I only watch Mad Men on demand and my only live shows tend to be American Idol and some sports; My Twitter feed tends to sprinkle me with breaking news (it's how I learned about Michael Jackson's untimely passing), Quaker quotes and industry-relevant materials all day long..

I'm a communications fundamentalist - I tell my clients and all who attend our series of seminars -- You must have an objective and strategies to reach your identified stakeholders. The rule of reaching someone 4-5 times before they change their behavior still applies... you just have a few more tools in your kit to accomplish this goal. And I am a good example of a shift in how you may be able to influence me and those like me.

Let me walk you through the way Pepsi influenced me to purchase their product....

• It started with reading about their decision to forgo the purchase of Super Bowl advertisements this year in favor of a more direct social media strategy. I read about it first on Twitter, I discussed on-line, in person.
• I discussed how this shift will be watched carefully and how I believe it has the ability to change the face of advertising on major sport properties, which has a huge potential economic effect. I watched and participated as dialogue unfolded.
• I helped a client directly reach clients through a targeted Facebook ad with much success and limited resources.
• I saw a Pepsi employee at a community event related to diversity and had a favorable impression.
• I remembered growing up in the 70s as part of the Pepsi Generation... I heard about the Throwback Pepsi can design and formulation (with real sugar!) It made my radar, first step.
• I am not a regular soda drinker and definitely not a purchaser, but low and behold I purchased a twelve-pack of Throwback Pepsi at Dierbergs. I shared with my children, discussed the nostalgia of my youth and recalled the days when real sugar was part of soda and we hadn't heard the phrase high fructose corn syrup, rediscovered a flavor (which is spot on to what I remember) ... all because I was reached in some new ways...TOUCHDOWN PEPSI!

Move me to change my behavior and buy your product ... appeal to my youth, reach me through social media channels, and make it fun for me to share with the new generation....

The Case for PR

An excellent case in 1/14/10 Economist for the increased importance of public relations.

Effective, strategic and cost effective communications solutions are becoming more relevant in the new digital age. According to the article, "We used to be the tail on the dog," says Richard Edelman, the head of Edelman, the world's biggest independent PR firm. But now, he continues, PR is "the organising principle" behind many business decisions.
I teach Introduction to PR at St. Louis Community College Forest Park this semester and this is required reading:
http://www.economist.com/businessfinance/displaystory.cfm?story_id=15276746

In fact, PR firms with diversified services stand to increase their revenues. Here's to 2010 and beyond!

Kurt Warner Stars On and Off the Field: Tips for Athletes from his Foundation Head

As Arizona heads to New Orleans this weekend for the next round of NFL playoffs, I caught up with Marci Pritts, long-time Executive Director of Kurt Warner’s Foundation, First Things First (http://www.kurtwarner.org), to get her perspective on athlete philanthropy. Pritts, formerly head of the St. Louis Rams community relations department, was tapped by the Warners in 2001 to help facilitate their charitable efforts. Her efforts have helped to translate the vision the Warners have into reality, making a substantial impact on many lives.

Last year, USA Weekend named Kurt Warner USA Weekend’s 2009 Most Caring Athlete. There is no doubt that Warner and his wife, Brenda, have made substantial contributions in the communities where they have a connection. Indeed, Warner’s story helps to frame his philanthropic efforts.

Many have heard the story of Warner’s rise to greatness with the St. Louis Rams and a victory in Super Bowl XXXIV, but USA Weekend included the following that sets the stage for Warner’s philanthropic efforts: "Brenda's parents were killed, and I was struggling in football," Warner says of a dark time in 1996 that led to a spiritual renewal. "It seemed like everything was falling apart. So we simply put our lives in God's hands. That's when we felt comforted, not scared. Since then, we have sought to share ourselves and our faith and to touch other people's lives."

The Warners have stayed that course during their 12-year marriage. Through their First Things First Foundation, they oversee a staggering range of outreach efforts. They've raised more than $675,000 for victims of the 2008 Midwest floods. Their most recent annual winter coat drive in St. Louis, where Warner won a Super Bowl for the Rams in 2000, brought in 18,000 donated coats. They've shipped hundreds of care packages to troops overseas, a project close to Brenda's heart (she's a former Marine).

Pritts has helped to guide their efforts every step of the way and shares these points for athletes who are looking to start their own philanthropic efforts. She says these are the top points she would ask an athlete to consider:

• What are you passionate about? Is there anything in your history that made a big impact that you can focus your efforts on? She adds that the Kurt and Brenda's efforts focus on a variety of causes based upon their experiences, including assistance for single mothers and those in the military.

• If you want to start a foundation, how much money are you willing to donate yourself on an annual basis? It’s not enough to raise money to put in your foundation; a personal commitment is what makes the difference between success and failure. Putting your money where your mouth is helps you to leverage other resources. Also, it can be helpful to have a professional staff person to ensure that you maintain your focus on and off the field, but this often takes your own resources. The Warners have made a substantial contribution of time and money to further their efforts, and have plans to continue their efforts following Kurt’s playing career. (Don’t ask! He is not talking retirement this week, just staying focused on this week’s game, taking it one playoff game at a time as he always does. With a personal 9-3 playoff record, he is poised.)

• For those players who don’t have interest in charitable efforts (and you know who you are), think about your brand. The right community involvement can be a useful tool in marketing yourself, Pritts adds.

Pritts speaks from experience with the Warners, but these tips ring true for other athletes who are looking to involve themselves in charitable efforts. It’s a big commitment of time and resources, but has a big payoff in the lives you change and the brand you build for yourself and your family.

How Social Media Agency Service Has Shifted in 2009

Leslie Bradshaw of NMS offers some key trends on how agencies have shifted this year, and what is to come. Strategy will be key moving forward, but an agency that can teach you to fish will be key to success!

How Social Media Agency Service Has Shifted in 2009

View more presentations from Leslie Bradshaw.

What is Twitter and How to Use It

Ekaterina Walter of Intel and I had a chance to serve on a panel at Integrated Marketing Summit St. Louis in December. Her Twitter overview that follows is basic, to the point, and catalogues some of the many uses and tools for this communications tool.
For those in my St. Louis Community College Introduction to Public Relations this is a helpful backgrounder and required reading for our Spring 2010 semester on-line class.

What is Twitter and How to Use It

View more presentations from Ekaterina Walter.