In the Office

Week In Marketing: #followfood, NFL Advertising, Millenials’ Music, Packaging and Beer

HowardMerrell bike 1. New Packaging for Cyclists
Mcdonald’s has a new promo packaging aimed for cyclists. The packaging was designed to help riders hold their food while staying balance on the bike. The frame work and craft of the box is innovative and captivating. The promo packaging was released in Copenhagen, Denmark and then Medellin, Columbia. The project will be coming soon to Amsterdam and Japan.

2. Follow that truck!!
Dentyne is making a foundation with its #followfood campaign. It shows the benefits and values of following the food with breath-freshening gum. The Dentyne truck will be on tour with its food cousin, the Oscar Mayer Wienermobile, as well as a Kimchi Taco truck, a hot dog vendor and a pizza truck. The following trucks will be traveling to six food festivals across America.

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The Latest Endorsement Guides

Endorsement Howard/Merrell

Are you leveraging social media for professional use?

If you answered yes, then you may want to familiarize yourself with the Federal Trade Commission’s newly updated Endorsement Guides.

The document answers questions people (advertisers, advertising/PR agencies, bloggers, etc.) are asking about the FTC’s Endorsement Guides, including information about disclosing material connections between advertisers and endorsers.

The guidance is now available in the form of the FTC’s recently updated FAQ entitled, “What People Are Asking”. The FAQ covers: Product Placements, Social Media Contests, Online Review Program, Intermediaries, Affiliate or Network Marketing, Expert Endorsements, Endorsements by Individuals, Testimonials and Soliciting Endorsements.

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Lights, Camera, Action: Getting Client Stories on TV

Howard/Merrell TV

Representing a client in the hospitality industry has many perks. The industry by nature is fun and exciting, yet ever-changing. Our client Eschelon Experiences is just that and more with six bustling restaurants, each with its own unique concept.

What better way to highlight what makes them stand out from their competitors than through story telling? After all, isn’t that what good PR is all about? So with some “help” from our friends at UNC-TV North Carolina Weekend, that’s exactly what we did!

Before sharing the end result, and it’s awesome so you’re going to want to see it, let’s backup and tell you how it all came together. It’s important to remember that while many forms of media have evolved over the years, when it comes to pitching TV, the basics have stayed the same. Relationships are crucial, knowing your story in and out is fundamental and understanding the producer’s areas of interest are essential to securing TV coverage.

When we started working with Eschelon, one of their objectives was to increase their presence in the travel and tourism realm. They wanted to make sure locals and tourists alike had a chance to experience at least one of their restaurants while visiting the area. Well luckily, I have a heavy background in travel and tourism and have maintained relationships with media who cover those areas of interest.

In January, we coordinated a press dinner for Basan Bull City Sushi, Eschelon’s latest concept, and invited local media to attend. On that list was Deborah Holt-Noel, UNC-TV North Carolina Weekend’s host and producer. I’ve worked with Deborah on a couple of projects in the past and was excited to pitch my Eschelon story idea to her during the media event. By the end of the night, Deborah had a good background on the Eschelon restaurants, the leadership, the culinary staff and the many things that make Eschelon unique. And, I had secured the TV segment.

During the next few months, I worked with Deborah and Eschelon to layout how the segment will run, which restaurants would be featured, what dishes would be sampled as well as coordinated dates and times for her crew to film at each location. And then on May 15, 2015, the final product aired and we were all thrilled with the final result.

Check it out for yourself! Bon Appétit!

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Fresh, Local Produce for Everyone, including our Employees


We were just named agency of record for The Produce Box, a North Carolina-based company that offers fresh, local produce delivery right to your doorstep. Under the agreement, we are providing strategic marketing counsel as well as public relations, social media and content marketing to the company.

Starting as a small operation serving the Raleigh area, The Produce Box now has almost 10,000 members across the Tarheel state. We believe so much in The Produce Box’s mission to support farmers and make fresh, local produce readily available to everyone, we gave each of our employees a membership to The Produce Box and a monthly credit to go toward the purchase of produce.

We’ve always worked hard to understand our clients’ businesses and the products and services they market. A membership to The Produce Box allows us to truly get the full experience. This first hand knowledge will help us better promote The Produce Box and understand their customer experience, while eating healthy.

We look forward to a long relationship with The Produce Box. Learn more in the press release.

Staring at a Blank Screen?

Writers Block

Sometimes it is hard to tackle a writing assignment even if all the information is right in front of me. There have been occasions when I have tried writing something, multiple times, and it still does not sound right. I’ve even found myself halfway through a plan or proposal, and I don’t know how or where to go next.

What can you do?

After researching the topic a little, I found some advice experts have given in the past.

Here’s a list I compiled:

1. Eliminate distractions
2. Get your blood flowing – i.e. run, walk, do jump-n-jacks
3. Step away from whatever you’re writing and do anything that’s creative. Maybe even play – Legos, puzzles, clay
4. Change your environment
5. Read a book, article, poem – Sometimes reading other people’s work can get your creative juices flowing
6. Listen to music – Perhaps a type of music you don’t listen to on a regular basis
7. Brew some coffee – Maybe even drink it
8. Spend time with someone who makes you feel good
9. Call a friend
10. Brainstorm ideas in bullet points
11. Freewrite – Just write anything
12. Write early in the morning – Start at the part you’re stuck on first
13. Write “while you sleep” – Start 15 minutes before “bedtime” (which supposedly helps tap into your subconscious)
14. Unplug – No TV, no internet
15. Eat a healthy food or snack
16. Take a nap
17. Put your thoughts in outline form
18. Change your writing device – Switch from technology to paper or pen
19. Try social writing – Write with others
20. Read something old you have written – Maybe you’ll be inspired

I’m not sure this list will help anyone else. But, conducting the research did take my mind off the writing assignment — enough so that when I went back to working on it and was able to bang it out successfully.

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What Brands Can Learn From Target’s Latest Designer Collaboration

brand partnershipsNearly three months ago, one of the biggest announcements to come out of Target hit the Internet. The popular retailer was partnering with Lilly Pulitzer for their next designer collaboration. That’s right, THE Lilly Pultizer. Queen of American resort wear and floral prints that leave you daydreaming of sunny beach vacays and drinks in coconuts. Facebook, Twitter, Instagram and Pinterest exploded with the news! Devoted Lilly fans get a new wardrobe of springy floral prints to add to their closets while admirers, like myself, who’ve been priced out of the brand, can now live the Lilly life. Life was good. Everyone was happy. Well, almost everyone.

Turns out, some Lilly loyalists were very upset, even insulted that their beloved brand would consider partnering with a mega store. And following millennial fashion, they took to Twitter to voice their frustration. #LillyForTarget

Their comments were even echoed in some of my social groups. Which led me to think. Are designer collaborations a good brand strategy? Do they help or hinder brands in the long run? Is the payoff of penetrating into a new market worth the risk of offending your brand loyalists?

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 Was Lilly for Target a Winning Idea?

This weekend, preppy girls everywhere descended on their nearest Tarlilly pulitzer for targetget Stores to purchase a coveted item from the Lilly Pulitzer for Target collection. The mania rose to Black Friday hysteria among 20-45 year old women. Target stores sold out in minutes and the retailer’s website went down temporarily. Now, there are thousands of Lilly items listed on eBay, selling for three to five times the original retail prices.

So, was this designer collaboration a winning or losing idea for Target? Let’s take a closer look.

1.    Since Target’s announcement of the collection back in January, news outlets, fashion blogs, and social media have covered the story. There was even a celebrity launch party with a fashion show, covered by media around the globe. The retailer was able to generate massive public relations and social media buzz leading up to the product launch and engage key influencers for their overall brand demographics. #winning

2.    Now that the collection has debuted and sold out, Target is getting even more news coverage related to the frenzy in stores, the website failure, shoppers reselling items on eBay, and customers being upset about not having the opportunity to purchase items. Some may think these stories are negative PR, but we think otherwise. #winning

3.   Lilly Pulitzer broadcasted news about its collection at Target on all of their social media channels, thus promoting and elevating Target to a new customer base. #winning

In my opinion, the Lilly for Target collection was a smash hit for Target because everyone is talking about them and has been for months. At the end of the day, we all have Target on the brain. #LillyforTarget #LillyonEBay

Calling All Intern Candidates!

HowardMerrell intern

Are you a responsible, motivated, hardworking individual? Do you like to write, conduct research on the internet, and do some creative thinking? Are you ready to get some hands-on experience in the field of Public Relations, Social Media or Advertising? If so, you should consider applying for an internship with us this summer.

We are looking for interns to work 10 – 25 hours a week. We prefer students who have taken a few communications classes and/or have some previous internship experience.

If you are an eligible candidate, please send your resume to

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Week In Marketing: Apple Watch, Latest with Instagram, Facebook & Snapchat, #InternationalWomensDay,


1. Marketers Now Post More on Instagram than Facebook

A new report shows that brands now post more on Instagram than Facebook. The photo-sharing app has become popular because content is more visible and guaranteed to be seen in users’ feeds, unlike Facebook in which brands have to pay to promote their posts. Instagram now boats more than 300 million users – many of whom belong to the coveted millennial audience that is often hard to reach.

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Three Secrets to a Successful Pitch

Using the same old media pitch formula over and over isn’t effective when it comes to securing top-notch media placements for a variety of clients. For PR wins, it’s all about creativity, strategy and a little ego stroking. Here are three simple media relations tips to keep in mind when crafting your next pitch.

How to pitch the mediaFrame your angle

A successful pitch is one that contains compelling content – give the media something their readers will find useful and interesting. But creating compelling content can be a challenge. One sure-fire way to create an angle is by exploiting pop culture. Today’s generation is obsessed with the entertainment industry and is often the source of social media sensations. So leverage pop culture’s reach and popularity and apply it towards your pitch. It may require creative thinking, but if done correctly, piggybacking on a current trend could be the golden ticket.

Media Lists and the 80/20 rule

No pitch can be successful without a targeted media list. Without it, all the effort you put into creating your pitch is wasted. When creating a media list, be sure to prioritize three journalists per outlet. This ensures that you have back-ups in case your first pick is unresponsive. It also places your pitch in more than one inbox. However, it’s important to note that you shouldn’t send the same pitch to all three reporters. Each pitch should be relevant to that reporter, their beat and their audience.

Now that you have created your media list, how do you know where to focus your efforts? The answer is to apply the 80/20 rule- spend 80% of your time on the top 20% of your media list. Applying this rule will enable you to focus your media relation efforts on five to 10 crucial influencers. How do you know which outlets are top-tier? Simply look at their metrics and apply them to your public relations goals. Is your goal to increase revenue for your client? Is it to increase brand awareness? Or is it a combination of both? Identifying the answers to these questions will help you create a target media relations strategy.

Start with a Compliment

The first few sentences of your pitch are the most important. Journalists receive hundreds of pitch emails every day and often only glance at the first few sentences and decide right then and there if they will continue reading or hit the delete button. So how do you get a journalist to keep reading? Sincere and specific compliments.

Journalists and bloggers, like the rest of us, like to talk about themselves. So when you acknowledge their work (new and old), it gets their attention. It also shows them that you have done your research and aren’t just sending them a generic pitch. After genuinely commending them on a story or post relevant to your pitch, ease into an explanation of how your story idea relates. This approach works even better now than in the past since many journalists moonlight as bloggers for the publications they work for and can extend that coverage with your new story angle. Just be sure to keep your pitches short and succinct. A long drawn out pitch is a quick way to get deleted.