FreeThink: January 2009

FreeThink: a blog published by Maxwell PR

Where have all the writers gone?

As print publications feel the effect of tightened ad spending and trim the editorial mastheads, many newly unemployed (or less reliably employed) mainstream journalists are making their way to the World Wide Web.

We already know that blogs are driving purchase and now, with experienced journalists flocking online to continue their reporting work, the digital media is continuing to grow its credibility and influence. For clients with a soft spot for print media, there's another upside to reaching out to Web-based writers now - many of the friends we make online during these "trying economic times" will ultimately go back to work for print publications... taking their new-found brand affinities with them.

Additionally, as newsroom staffs and editorial teams shrink, journalists are tasked with doing more in less time and with fewer resources. We're now seeing editors turn to blogs for research and sometimes even expert sources. The result? Food, fashion and beauty bloggers are showing up quoted in the pages of glossy magazines recommending products and highlighting trends.

For an agency already well into the work of "blogger relations" it's nice to see the new energy infused into existing online media as well as the creation of new blogs and Web sites. Our recommendation is that now, perhaps more than ever, it's important to build and nurture relationships with bloggers and Web writers... you never know where they'll go!

- Erica Erland

posted on January 20, 2009

Happy Birthday, Oregon!

Can you say "sesquicentennial?"

Christina and I attended an AMA luncheon today about "Marketing on a Shoestring," related to Oregon's 150th birthday coming up this February 14.

To kick things off, Governor Ted Kulongoski assigned a smart, driven team of marketing professionals with the enormous task of creating a grassroots, partner-driven campaign with the lofty goals of 1) making sure everyone in the state knows 2009 is Oregon's birthday and 2) making sure everyone has at least one positive Oregon experience during 2009.

I don't know about you, but rarely do marketing professionals go along with goals that require reaching everyone.

Luckily, the team lead by Lee Weinstein and Saga Shoffner were up for the challenge. To date, they've been incredibly successful gathering partners and sponsors, navigating some tough waters to unite public and private groups and exploring a variety of marketing avenues that seem to be on track to actually reach every Oregonian.

If you're not sure how you're going to celebrate, the Oregon 150 team has also made it easier to follow all of the sesquicentennial events. Meet Seski, the lovable and mysterious sasquatch mascot, who enjoys showing up in unexpected places like the Oregon Zoo and Civil War football game, and who also happens to be quite good at social networking. Check him out on Facebook, Twitter and his very own blog.

(Not to worry -- Christina and I were just acting scared for the camera. He really is very polite. And very tall.)

So whether you're a native Oregonian or an Oregonian in training, find something to do this year that celebrates our great state. And who knows, maybe you'll see a sasquatch along the way.

-Laura Herbert

posted on January 13, 2009

A Perfect 10

New Year's Eve has come and gone, but my friends and I are still talking about the fantastic time we spent saying goodbye to 2008 at Portland's Ten01 restaurant. It was a perfect 10 evening -- praise I rarely dispense. The ambiance, the food and the beverages were as good as I could possibly imagine. Of special note were the Manhattan cocktails prepared by our favorite bartender, Kelley Swenson, who also created Oregon Bounty beverages at the New York City media event we produced for Travel Oregon last fall.

If you're looking for a wonderful dining experience, Ten01 fills the bill.

-Vicky Hastings

posted on January 12, 2009

The End of Consumerism?

As a marketer, it's my job to help our clients sell goods and services. Some people have challenged that my career choice is in direct conflict with my advocacy for sustainability. I'll admit it's a paradox, which is why we work so hard to align Maxwell with businesses that believe in investing in sustainable business practices.

There's another type of inconsistency to ponder; it's what economists call the "paradox of thrift." The Wall Street Journal reported yesterday that consumers are finally curbing the spending spree of the past decade, and actually saving more and spending less. We all know the DIY movement -- from backyard gardening to old fashioned sewing -- has gained huge momentum. Looks like the days of our parents (depending on your age) and grandparents -- where reduse, reuse, recycle stood for being thrifty -- are back.

The irony is that, what used to be revered as a quality character trait, is now bad for the economy. Typically savings help fuel investments, but in a recession, when consumers pull back, it contributes to a downturn. Like everyone else, I want the economy to get back on its feet and the millions who have lost their jobs to regain financial security. But I'd be lying if I didn't admit to some satisfaction that people are digging their hands in dirt, cooking their own meals, reading on public buses and, hopefully spending more time with loved ones. It's a forced slow down for sure, but maybe our culture will benefit in the end.

-Jen Maxwell-Muir

posted on January 07, 2009

Stores That Really "Pop"

It's a slow holiday week, the perfect time to catch up on my pile of industry reading. I just finished the Hartman Group's 2009 Cultural Trends report, which had some great insights and interesting concepts. First on the list (and my personal favorite): the "pop-up" store.

In 2008, brands ranging from Fiat to Target created mini-stores in major cities to raise awareness of their products and personality. Open for a limited time, and frequently offering specialty items not typically available on shelves, pop-up stores provide consumers with playful, unique shopping experiences and a whole new level of brand interaction.

Target's four NYC storefronts, dubbed "Bullseye Bodegas," were open for only four days, giving New Yorkers the chance to pick up exclusive fashion creations by high profile designers.

Method's pop-up store in NYC offered their consumers a way to fully engage with the products. It featured aroma stations, exclusive mix & match kits and an opportunity to trade out old, toxic household cleaners for free Method products, In addition, brand ambassadors were on hand to answer questions and give advise.

I've always loved the pop-up store concept, though I've never actually been in "the right place at the right time" to go to one. I wish more companies would give people outside of major metropolitan cities (particularly NY and LA) the chance to have unexpected interactions like these. Oh well, maybe someday. In the meantime, I'm keeping my eyes peeled for that magic moment when I finally happen upon one in real life...

-Sam Burton

posted on January 05, 2009

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