FreeThink: January 2008

FreeThink: a blog published by Maxwell PR

Fighting Rogue Online Reviews, How SEO Saves

As conscientious stewards of the brands we serve, we keep a close eye on the rumblings within the World Wide Web...and luckily we work with beloved brands boasting loyal followings of fans saying great things about their products online. But occasionally we still run across a bad Internet apple, or blog post, as the case may be.

The good news is that our clients aren't alone in their occasional suffering through spotty reviews or disgruntled customers. And most companies (and their PR agencies) understand that in today's age of instant information it's no longer possible, or even advisable, to attempt to squash these "alternative" opinions.

But a snarky blog post or bad review can still hurt, as some bigger companies like Delta Air Lines, Wal-Mart and Starbucks admit, having recently felt the sting of high-profile Web sites like http://www.deltareallysucks.com/, http://www.wakeupwalmart.com/ and http://www.ihatestarbucks.com/.

Today, Brandweek writer Mike Beirne offers some solid tips for optimizing positive messages, keeping the company Web site on top and helping to push rogue reviews off the front Google page.

We're fortunate to have clients we're proud of with happy fans, but the struggles of others are still a good lesson for all companies to keep Web site tags, key words and content current and searchable so the key messages float to the top. It's like the old "if a tree falls in the forest" question...if Google can't see the good stuff, does it matter if it exists?

- Erica

posted on January 17, 2008

Unmarketable

I just finished reading Unmarketable by Anne Elizabeth Moore and while I devoured it quickly, it's taken me a few days to really organize my thoughts about it. The premise is that the punk and DIY movements of the past 20 years have been ripped off (ahem: co-opted) in today's non-traditional marketing tactics. She demonstrates this by showcasing several case studies of marketers (e.g. Nike, Toyota Yaris, American Girl) doing wrong by these very earnest and passionate communities including graffiti artists, punk rockers, crafters, and zinesters.

As a former Manic Panic-using, Bikini Kill-worshipping outsider myself it's a fascinating indictment of my profession and an argument that I personally struggle with. Then I look around at industry events at all the other "sell-outs" in the room who play with their bands late on school nights or write poetry on their lunch breaks and I really don't see the difference between "us" and "them."

As Ms. Moore proves in her book, the line is blurring more and more every day...soon there may not be a line anymore. Whether that's alarming or comforting depends on your point of view, but I think if we all make personal and professional decisions based on integrity and respect, we'll all get along just fine. Feel free to disagree with me, though.

- Jen Scott

posted on January 15, 2008

What's Tappening?

Have you heard about the latest campaign designed to stick it to the man? It's called Tappening and it's a crusade against bottled water. We've been hearing more and more about the evils of bottled water (The Biggest Loser banned it this season) and conversely the benefits of tap water. The Tappening movement makes it super easy to display your preferences by purchasing a reusable water bottle, right on their Web site.

I have to give the marketing guys behind this movement credit for taking this one step further with their latest PR stunt: sending one million used water bottles stuffed with messages to incoming Coca-Cola CEO Muhtar Kent. What a great example of taking basic marketing and branding principles and starting a movement for change. We'll be keeping an eye on this one.

- Jen Scott

posted on January 11, 2008

Surf's Up in Oregon

Through our work with Travel Oregon, we just received word that the world's top surfers have about 48 hours' notice to descend on Lincoln City, Ore. for the third annual Nelscott Reef Tow In Classic, one of only two professional tow-in surfing contests in the world and the only one in North America.

After a three-month holding period, the event was just given the green light to host the competition this Friday, Jan. 11. The Nelscott Reef Tow In Classic is expecting three days of large waves, with swells to remain in the 20-foot range through Sunday afternoon. If conditions do not pan out on Friday, the contest will be held either Saturday or Sunday.

If you're planning on visiting the coast this weekend, make sure to swing by Lincoln City to check out pro surfers tackle these huge, powerful waves.

- Laura

posted on January 10, 2008

This Ding Dong Isn't for Ding Dongs

Warning: What I'm about to say may come as a surprise, but, Ding Dongs are NOT GOOD FOR YOU.

Turns out that even though I'm craving the chocolaty snack cakes fortnightly, the chemicals involved in cookin' up these Twinkie cousins are, ahem, more likely to come from a mine than from the earth.

Luckily, Portland's local Elephant's Deli has whipped up the perfect solution to my cream-filled cake addiction with their homemade Ding Dongs. Unlike the Hostess version, these babies are made with gourmet dark chocolate and hand whipped vanilla cream to create a decadent, much better for you (ha) alternative to the traditional treat.

This is good news since I'm pretty sure that without a viable alternative I'd be hard-pressed to resist the temptation, rocks or not.

So…thanks Elephant's for lookin' out for me in these dark willpower-challenged days - Viva la Ding Dong!

- Erica

posted on January 09, 2008

Return of the Original Barista

News is all over the business pages about Howard Schultz' return to the CEO role at Starbucks. It'll be interesting to see what happens. Unfortunately, in an attempt to provide a consistent experience around the globe, Starbucks lost a bit of its soul.

I worked in Seattle during the early 90s when the company was a hometown darling. Now it's a global standard (and no I didn't buy stock). When the infamous memo leaked last year it was heartening to see someone was paying attention, the founder no less. I have a lot of respect for Mr. Schultz' decision to return to the helm. He certainly doesn't need the financial incentives. I hope he talks with his front line employees (I know I get a few eye rolls from my favorite peeps at the local bucks on a few "corporate" issues) and bring back a little personality. I miss the belly button.

- Jen Maxwell-Muir

posted on January 08, 2008

Built to Last, Not Exactly

Remember this 90s Ford ad slogan? It was actually pretty short lived, which seems appropriate given that I just learned that 99% of what consumers buy - NINETY-NINE PERCENT - is trashed within six months. Talk about a throw-away society. It's all illustrated in a new web clip at http://www.storyofstuff.com/ brought to you from the folks behind the Meatrix. Take the full 20 minutes to view it - it's clear, engaging and full of real (scary) facts delivered in a very nonpreachy way.

Speaking of preachy, there's also the outrageous antics of Reverend Billy, who espouses Credit Card Exorcism and offers a "stop shopping" blog. Anitconsumption and marketing? Can't deny there's a lot of tension there, which is why adoption of sustainable business practices is a priority for our agency and the clients we choose to work with. At least I still feel okay about my passion for antiques.

- Jen Maxwell-Muir

posted on January 07, 2008

Kettle Foods - The Greenest Chip Around

To many, Kettle Foods is the Oregon company that makes all natural potato chips with distinct flavors. Having worked with Kettle Foods over the last four years we see a side of the company that goes much deeper - and finally, the world is seeing it too thanks to amazing coverage that we've generated in Newsweek and most recently, NBC Nightly News!

Back in September 2007 Kettle opened a second U.S. manufacturing facility in Beloit, Wisconsin. They set out to create the "greenest" food manufacturing facility and became the first U.S. food manufacturing facility to receive Gold Leadership in Energy and Environmental Design (LEED) Certification. The NBC Nightly News coverage of the new facility was a great start to the New Year – the broadcast enlightened more than 9 million viewers to what we've always known – there's more to Kettle than just great tasting chips.

But that's not all they do. Partnering with the National Wildlife Federation (NWF) to launch their newest flavor, Backyard Barbeque, Kettle Foods is challenging fans to create their own certified backyard for native flora, fauna and local wildlife.

For every backyard certified by August 31, 2008 through www.nwf.org/kettlefoods, Kettle Foods will donate $1 to the NWF. The fans will also receive a coupon for a free bag of KettleTM brand Potato Chip and a certificate worthy of framing. Check out this article in PROMO magazine that recognizes the innovative way that Kettle was able to work its commitment to sustainability into marketing and product development.

Let it be known that while "going green" has become the popular buzz word of consumers, businesses and even celebs, Kettle Foods has always taken their commitment to the environment seriously. To them it's not an afterthought but at the heart of the company's core values, which continue to evolve as our culinary and cultural worlds do. When they harnessed the power of the sun back in 2003, it was by building the largest commercial solar power array in the Pacific Northwest. Whereas others may throw away uncooked corn or raw potatoes, at Kettle it becomes "cow chud." Biodiesel beetles, wind turbines, composting, you name it - Kettle is currently doing it or has plans to in the future, which is one of the reasons I enjoy working with them so much. For them, it's not for show, it really is about doing the right thing.

I can honestly say that having Kettle Foods as a client is a privilege; I have so much respect for them and what they do and I love supporting an organization I believe in. Oh, and the chips aren't so bad either!

- Katy

posted on January 04, 2008

Guess Who's Coming to Dinner

Imagine sharing a seven-course dinner at a table with strangers over a four-hour period. That's what my husband and I did New Year's Eve at Beast, Naomi Pomeroy's latest entrepreneurial venture. We're glad to see that she's landed on her feet after the demise of the Hebberoy life. More power to you, Naomi!

I'm delighted that a restaurant providing such excellent food and service is located in my neighborhood.

To get on the mailing list for these special prix fixe dinners, go to the Beast Web site, peruse the menus and sign up for the newsletter. I wish you many foodie adventures in 2008!

- Vicky

posted on January 03, 2008

One Beautiful Campaign

There's no doubt about it, everywhere you look someone is weighing in on what the ideal woman should look like. Size 0, long blonde hair, defined cheekbones and piercing blue eyes are often the common stereotype that society upholds as what is considered beautiful. The latest addition to this ongoing conversation was Jennifer Love Hewitt's recent need to defend her figure and declare that a size 2 is not fat. Did that really have to be explained? Apparently so.

When I look around at my peers, workmates and family there are very few who are a size 2, yet to me are all still beautiful. Beauty does not come in just one standard mold or stereotype -that's why I love Dove's positioning. I first heard about their Campaign for Real Beauty when I attended last year's WOMBAT conference and was so moved, that it was all I could talk about. The goal of their campaign was to "change the status quo and offer in its place a broader, healthier, more democratic view of beauty, a view of beauty that all women can own and enjoy everyday."

Being a huge fan of Dove, when a coworker passed along their latest promotion, I felt the need to spread the word again. From now until January 9, regular, real women and wanna be filmmakers can enter the Dove Cream Oil Body Wash Ad Contest.

All you have to do is create a 30 second commercial that answers how showering in everyday luxury with Dove Cream Oil Body Wash makes you feel. Five lucky finalists will be flown to L.A. for an Oscar private viewing party with the winning advertisement airing on Oscar night.

- Katy

posted on January 02, 2008

Unexpcted Partnership of 2007

OfficeMax has been doing fun, pop culture inspired, alt-advertising for a few years now - playing pranks on middle schoolers when Punk'd was in its prime, creating the world's largest rubber band ball, and more. At first glance, their latest choice in partners is just plain odd...but upon further inspection, makes amazing sense. The business supply store last month joined forces with phenom-of-the-moment Miley Cyrus (aka Hannah Montana) for her first concert tour.

By tapping into Miley's audience, OfficeMax is hitting both the school supply buying set as well as their eager to please, impossible-to-score-ticket-buying, parents. Here's a rundown of what I find to be the coolest elements of the campaign:

OfficeMax branded stations outside concerts where fans can create signs to hold up during the show (what tween wouldn't want to express her love for Miley/Hanna in glitter on a neon poster board?)
Parent lounges at concerts to allow chaperone's time away from the throngs of screeching tweens, complete with computers, earplugs and snacks (I can hear the gasps of excitement from moms around the country now...)
A pre-concert video with Miley promoting OfficeMax's cause-related program, "Adopt a Classroom" (a little do-gooding never hurt anyone)

The Craziness that is Hannah Montana:

Miley Cyrus has sold over 4.4 million CD's
Stadiums are selling out in minutes for her concert, a rarity according to promoter AEG live. Tickets are being re-sold at up to 20 times face value - for prices surpassing The Police, Bruce Springsteen and Van Halen shows.

End result: a lot of visibility in an unexpected (but hugely popular) space. Check the full story out here.

- Sam

posted on January 01, 2008

	This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.

Articles

Recent Posts

Worth reading:

Contributors