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Holistic Nature of Advertising and PR

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Holistic Nature of Advertising and PR

  1. 1. Good Morning Class!
  2. 2. Holistic Nature of Online Brand Promotion Chris Abraham President & COO, Abraham&Harrison LLC Email: cabraham@abrahamharrison.com Twitter: @chrisabraham (10,444) @abrahamharrison (7,143) Facebook: facebook.com/chrisabraham (4,680) facebook.com/abrahamharrison (284) LinkedIn: www.linkedin.com/in/chrisabraham (1,701) www.linkedin.com/companies/abraham-harrison (11) Mobile: +1 (202) 352-5051 (SMS) Phone: +1 (202) 657-4063 Skype: chrisabraham
  3. 3. Too Many Silos in Advertising & PR
  4. 4. Holistic Nature of Online Brand Promotion  PR needs creatives and art direction to give good gifts  Ad agencies need their own communication channels  Being beautiful is not enough online  If you build it, will they come?  Even haute couture needs word of mouth as much as marketing  Everyone needs social media because community is more than broadcasting and shouting, right?
  5. 5. It Takes a Village to Sell a Book  PR and Advertising need A-list bloggers  And also B-Z-list bloggers  And board- and Listserv-owners (gate-keepers)  Facebook Page admins and Twitter list-owners  Publishers need social media and communication channels  Everyone should be mining the experience and successes of affiliate marketers, SEO experts, and reputation management  There is a lot to learn from “below the fold” and below the belt
  6. 6. Is Integrated Something the New Black?  A couple months ago I reached out to 777 c-suite Advertising executives to ask them a couple questions  Over 175 executives agreed to get onto the phone with me  I wanted to know more about advertising  More than Mad Men, anyway  Advertising is scared shit  … and a little desperate
  7. 7. Is Integrated Something the New Black?  I discovered quite a few things during my call  Agencies want to become their clients' one-stop-shop  Agencies know they cannot rely on the 30-second spot − Broadcasting out is becoming less and less essential  Advertising needs Public Relations needs Marketing  Beauty needs to be Charming needs to Get Out There
  8. 8. I Learned a Lot from the Calls  I also discovered that it isn't all about New York any more.  The Internet allows small, distributed, and NINY* agencies and firms to compete.  Ad agencies and PR firms are good communicators and story-tellers, but what about tech?  Are the best people available in the same city as your suite of offices?  Even now, WPP and DDB and others are already distributed across cities and countries.  Some hire talent in, others outsource talent. *Not In New York
  9. 9. The Advertising World is Flat More Things I Learned from My Calls  The Internet & cell changed everything  Minneapolis is an advertising center  Lots of good agencies in the Carolinas  And Texas, and Hawaii, and Miami, etc  The barrier to entry is collapsing  Big ideas with low overhead is a reality  Fewer clients are hiring for prestige or box seats at Yankees stadium any more  Advertising is being treated less and less like “consiliere” and more and more like “contract fulfillment.”
  10. 10. Culture is as Essential as Brand  Speaking of Hawaii, I am from Hawaii.  Hawaii is like the Internet.  Hawaii does share 80% of its culture with the continental United States.  However, 20% or more of Hawaii's culture is unique, an amalgam of the Pacific, Asia, the UK, and the US.  Even McDonald's knows to offer Saimin; Spam, Portuguese sausage, eggs, and rice for breakfast, and the McTeri burger.  The Internet is a shared-culture, too.  However, each country, region, social network, language, and demographic can have its own sub-culture.
  11. 11. The Abraham Harrison Experience  35 members of the team  Spanish, English, Portuguese, Polish, and Russian teams worldwide  Over 40,000 bloggers in many topics  Topic, languages, geographic  Twitter and Facebook Pages in English and Spanish and Portuguese  AH takes over the complete campaign  National & International clients such as Kimberly- Clark, Motionbox, Habitat for Humanity, OLX, Goethe- Institut, etc  BrandsClub is 100% Portuguese and Spanish- language
  12. 12. Channel + Gift + Culture = Earned Media  Snuggle Crème launch.  Wanted to reach out to moms.  National brand.  Over 4,000 mom blogs prepared for the campaign.  The infamous embeddable cabbage patching bear coupon!  Channels are required.  Relationships are key.  Also need the perfect gift!  Give the right gift.
  13. 13. Do You Have Any Questions? I have for sure become tired of slide-making so please fire away!
  14. 14. Merci, Danke Sehr, Gracias, Mahalo Chris Abraham President & COO, Abraham&Harrison LLC Email: cabraham@abrahamharrison.com Twitter: @chrisabraham (10,444) @abrahamharrison (7,143) Facebook: facebook.com/chrisabraham (4,680) facebook.com/abrahamharrison (284) LinkedIn: www.linkedin.com/in/chrisabraham (1,701) www.linkedin.com/companies/abraham-harrison (11) Mobile: +1 (202) 352-5051 (SMS) Phone: +1 (202) 657-4063 Skype: chrisabraham

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