When Is Your Product Ready to Launch?

in , /by

Space Shuttle LaunchMany of our clients are passionate entrepreneurs and CEOs with brilliant ideas and products. Our role (or process for?) in bringing products to market begins as soon as we engage with a prospect. Below are five of the typical questions we ask each of our clients before we set a launch date and begin planning. If you are thinking of launching in the near term, ask yourself these questions to ensure you are fully prepared, before you make the investment in a launch and open the flood gates on PR activities:

  1. What is the value you offer to customers/users that no one else can provide?
    When launching any product the media and influencers covering the market will want to know what makes you unique. Be sure to do your market research and have at least 2-3 differentiators you can point to that set you apart from the competition.
  2. Who are your competitors? (Note: everyone has them)
    Competition comes in many forms. Direct competitors like Microsoft and Apple are to each other for example, and indirect competitors that are in a position to capture your market. These may be smaller players entering the space, with similar products, or larger players like Google that have a potential to erode your market share with a future offering currently in development. Reporters will ask and if you don’t have competitors in mind, they will find them for you. Be sure to know your position in the market and defend it with your differentiators.
  3. Have you beta tested? What references/user benefits/highlights can you talk about?
    Reporters and influencers will be interested in hearing about your product from your company spokesperson, but they will want proof that your product serves a real customer need. Hearing actual use cases from your customers adds needed credibility and increases your chances for positive coverage. Be sure to build positive relationships with your customers and have 2-3 in your back pocket that you can offer to the media as needed.
  4. Do you have an articulate spokesperson?
    Media training is an essential component to ensuring your launch messages are heard and understood. Be sure your company executives are well trained and prepared for media interviews and can convincingly articulate key messages concisely, enthusiastically and consistently. If not, consider holding a messaging session to refine messages, followed by media training for your key spokesperson. This should take place well in advance of the launch date.
  5. Can you confidently demo the product to media?No matter how articulate your spokesperson is, if the product has bugs in it and isn’t ready for primetime, your media coverage will certainly suffer as a result. Be sure to build a solid demo, highlighting the strongest features of your product, well in advance of launching. If your product is difficult to demo in a short time frame, consider building a product video demo/or screencast that can be sent to media to insert into their posts or articles.

Were these tips helpful? Are there any other questions you would add to the list? We look forward to hearing your thoughts in the comments below.

Image Credit: cosmobc

“New Marketing” and “Social PR” are Simple. Talk With Me.

1 Comment/in , , /by

I constantly see chatter, blogs, articles and tweets out there about “New marketing” and “How PR works – or if it’s even necessary” now that social media is so mainstream, easy and accessible. Oy, I am so tired of the misconceptions that social media has somehow replaced these important roles in business. But I’m even more tired of everyone over-thinking this whole “new marketing” thing. Is it really that complicated? Here are a few quick “rules” to it that I think anyone can grasp:

– Social media is a tactic tied into a larger communications strategy. Key word: strategy. Have one. Actually, have more than one, because it’s important not to lose sight of the fact that there are different communications strategies across different parts of your business. Communicating with customers about a service issue is not the same as trying to sell to a prospect or get the attention of a journalist. Make social media a part of how your business communicates. But don’t tell me your “social media plan” replaces solid marketing and PR.

– Marketing has changed in that marketers (and others, like politicians) now have to talk with their audience, not just at them. One of my favorite quotes on this is from Forrester analyst Josh Bernoff in the book Groundswell: “Marketers don’t understand channels where you have to talk and listen at the same time.” That was in 2009, and I think that while many marketers are now understanding that they need to be on social channels, they still don’t know how to start actual conversations that lead to valuable interactions between their business and its audiences.

– New marketers (and PR execs) make their audiences feel important. You can only do this by building a two-way relationship. That means that you listen as much as you “talk,” even when the “conversation” gets uncomfortable (i.e., complaints about your business or products). Be prepared to handle both your brand champions and your detractors – but always let them know how important they are by talking with them. Ask questions, recognize them, make it clear in your content (Twitter updates, Facebook posts, videos, what have you) that you’ve listened to them. Need an easy example? Think Old Spice. People watched, listened, shared because they were a part of it – feeling important and recognized – even if but for a second.

– Share great content. You’ve heard this a zillion times –  but maybe it’s more important to say share interactive and meaningful content that others will want to share as well. Oh, and it should be relevant to your business, whether it’s meant to be a revenue-generator, a branding campaign or simply an awareness builder. A favorite example of mine is Life is Good Radio. It’s sticky content that ties in perfectly to their culture and company mission. If you don’t know how to build good content, get help. Seriously – without it, you are not marketing in today’s world.

– Remember, it’s not that complicated. It’s just changed. Quite simply, you can’t dance if you don’t stop leaning against the wall hoping someone will talk to you. You have to start the conversation. If you don’t know what this means, you probably shouldn’t be in marketing in the first place.

What are your best tips for “new” marketers and social PR?

Stressed PR pros should stress the pros of PR

4 Comments/in /by

“Some are born great, some achieve greatness, and some hire public relations officers.” -Daniel J. Boorstin, historian

Stressed PR ProWhen CareerCast posted a list of the top ten most stressful jobs this week, listing “Public Relations Officer” as the second most pressure-filled career (behind commercial airline pilots), it certainly sparked conversation in the social media sphere. From shout-outs of appreciation by those who made the list to cries of indignation from those who were excluded, there’s no doubt that the list had a polarizing effect on people from every professional path.

With a sluggish economy and an all-too-high level of unemployment, it’s no surprise that job stress is a hot topic. And yes, although I am biased, I do agree that a 24/7 news cycle, infinite avenues of information, smaller budgets, higher stakes and intense deadlines all contribute to PR’s virtual rollercoaster of thrills, chills and spills from one minute to the next. But – while lists such as these do provide a certain sense of validation – they also seem to miss the point.

Any job, regardless of field, is inherently stressful. Why? Because stress is subjective. For every person who shudders at the thought of getting up and giving a presentation, there’s a natural performer who lives for the chance to take to the stage. Sure, CareerCast cites high levels of responsibility for protecting a client’s image, public speaking opportunities, competitiveness and super-tight deadlines as the reasoning behind PR’s #2 ranking on the list. But for people who thrive on a fast-paced environment and who have a propensity for thinking quickly on their feet, it can be a career that is as rewarding as it is challenging.

So what are the pros, according to us PR pros? Check out this list of our top five reasons why PR, as a career path, is still worth considering:

  1. Variety is the spice of PR life: It can vary day-to-day and hour-to-hour (heck, even minute-to-minute), so if you’re looking for a career that will ward off boredom, PR may be a great fit. Particularly for us agency folks, we get exposure to a number of different companies, industries and challenges, bringing something new and exciting every day.

  2. Ability to go both broad and deep: From high-level strategy to media relations, drafting a press release to representing a company at a conference, PR pros have the opportunity to flex numerous mental muscles. But as with every team, you’re only as successful as the sum of your parts, so each member plays a vital role leveraging his or her natural “sweet spots.” For example, one person might be a big-picture thinking and a fountain of ideas during creative brainstorms, while another loves getting into the nitty-gritty of tactical elements of a campaign.

  3. There’s room for everyone: Yes, we are known for being master communicators and bringers of creative ideas, brainstorms and attention-grabbing antics, yet the most successful PR pros also know how to put their money where their mouth is and measure success in the form of analytics and metrics. Because what some dismiss as “fluff,” actually contributes to the bottom line, and we can prove it

  4. Access/interaction with execs: Regardless of where you’re at on the career totem pole, PR pros get excellent exposure to and opportunities to collaborate with senior executives as client companies when, normally, it requires years, if not decades, to secure a spot amongst the C-levels. We not only get the chance to be active participants in shaping the communications strategy of a company, but also get the added gift of learning firsthand about leadership

  5. High risks can translate into great rewards: Sometimes a solid communications strategy can be the determining factor in bringing a company back from the brink when its reputation is at stake. And while, yes, these crisis situations can certainly be stressful, there’s nothing more rewarding than being able to play a sometimes-critical role in helping to save or shape the future of an organization

But enough from us; we’d love to hear from you – what are your favorite parts of the PR gig?

How to be a Good PR Client

in /by

In the client/service business, there’s always a lot of discussion about how the vendor can treat the client well, what constitutes good client service and how to yield valuable results. But it’s also important to think about what it takes to be a good client – like any relationship, it takes two. As the economy picks up and marketing budgets return, PR, marketing and social media agencies are adding to their rosters again – so it’s a good time to take a look at what it means to be a good client, in order to get the most out of your agency investment.

First, it’s important to understand why being a good client matters. Being a good client means you’re taking your investment seriously and that you’ve thought about your ROI. It also means that you understand a PR firm can’t work in a vacuum – you have a responsibility as a client to work with your agency as a partner – to provide resources and information, to participate in the process, to ensure decisions are pushed through in a timely manner, and to give thoughtful and productive feedback.

Make the Right Investments

Too often, companies want to invest as little as possible into PR – and yet have great expectations. They compare themselves to other companies who invest 10x what they do into PR and marketing, and expect the same level of awareness, which is unrealistic. The bottom line is that you get in what you put out – both financially and from a time perspective. PR is not only about good communication and strategy, but it’s about the time available to execute on that strategy. Promoting something in one place or only one time is much less effective than a continual stream of information – and having an agency get information out in a consistent manner means they need the time – and the budget – to do so. Yes, good – even great – things can happen on smaller budgets. Just be sure you aren’t expecting $35,000 results on a $5,000 budget.

Check Your Expectations

This is especially important for companies that want “quick hits” – that is, they expect an agency to quickly place really big feature media hits or social media campaigns that drive action – such as buying a product or downloading an app – and don’t want to “waste time” on trend pieces, market overviews that include competitors, product reviews, social media campaigns or other “less important” outlets like blogs. They don’t want to listen to the agency’s counsel on why other elements of PR matter just as much as media relations.

The truth is, a big part of PR is helping to establish, build and promote a brand – not just your product, but a credible and likable entity that people want to do business with and that they trust. This doesn’t happen overnight, or even in one week. Many companies don’t think about brand credibility as it relates to PR – or they don’t really care. They just want to launch a product or service, get media coverage and expect the world to want to buy from them. But for long-term success, it’s necessary to understand PR’s valuable role in building thought leadership alongside product promotion, and to stop comparing yourself to the 500 pound Gorillas in your industry. Unless you’re Apple, Twitter, Microsoft or Facebook, stop expecting your PR agency to get feature articles about you on the cover of Fast Company or Wired when you just launched a week ago (even Twitter, founded in 2006, didn’t land there for a couple of years). In 99% of cases, it’s not realistic. And when your agency gets you in a trend piece that also features those 500 pound Gorillas, respect the process – it’s all a part of building your industry credibility.

Be Respectful

Like any good relationship, an agency/client one is best when there is mutual respect, open communication and a sense of equality. Remember you hired a PR agency to help your business succeed, and you must trust that they are going to do that – understanding they are there as a helpful partner, not an adversary. If you talk openly and frankly with your agency, tell them the real story – including the fact that you do indeed have competitors, or when something goes wrong with the product or service that you offer – and bring them into planning early, they can do a better job. Withholding information, berating your account team when something goes awry, or never taking the agency’s counsel does not make a good, trusting partnership. Even the best PR teams can run into situations where a strategy didn’t work – and was out of their control – like your broadcast coverage being canceled because war broke out and dominated the news.

In the end, any good investment is worth protecting, and that includes the relationship with your PR firm. Make it a positive one and you’ll get more positive results.

 

McDonald’s PR Push– Da-Da-Da-Da, Are You Loving It?

3 Comments/in /by

In an effort to change the longstanding career image of the low-paying, dead-end work also nicknamed the “McJob”—McDonald’s has announced “National Hiring Day”– a massive hiring spree on April 19. The fast-food giant is hoping to recruit 50,000 Americans—both full and part time– in a single day at nearly 14,000 U.S. restaurants. Yes, 50,000 jobs– a number that is roughly equivalent to a quarter of the new jobs created in the entire U.S. in March.

McDonaldsAccording to the press release, McDonald’s wants to use the nationwide recruitment to educate potential applicants that the “McJob is one with career growth and endless possibilities.”

With a two week-long PR blitz and ambitious ad campaign launching yesterday—McDonald’s will be showcasing the employees of McDonald’s, hoping to prove that working at the fast-food chain is indeed a desirable employment opportunity. According to Ad Age, “the campaign will appear in print magazines such as People, Us Weekly, Ebony and various ethnic publications, on the fast feeder’s social-media and digital channels, local radio spots, and as point-of-purchase, in-store marketing and on packaging on certain items.”

Interestingly, TV will not be a component for the campaign. “We found that print was the best medium to communicate the story about the brand and the opportunity people have here,” said Tania Haigh, marketing manager at McDonald’s USA.  In addition as part of the social media push, short videos starring employees of varying ranks– from cooks to corporate– will reveal why they love their jobs, in an effort to promote a positive image of working at McDonalds.

Whether the campaign gives the company a competitive advantage or brings McDonalds to the top of the hot jobs list—the company’s goal of redefining the McJob and offering 50,000 jobs in the midst of high unemployment, does raise some questions—is this an image-boosting PR stunt?

Whether you’re loving or hating it— what are your predictions for this campaign? What are some of the campaign missteps? And what do you see as their best moves? Please share your thoughts in the comments below.

If Your Social Content Isn’t Brand-Relevant, It’s Just Noise

1 Comment/in , /by

In the PR industry, we’re paid to make people take notice. Notice of products, services, people, companies. Notice of articles, comments, updates, events. And it’s not always easy – it’s a crowded world out there and “breaking through the noise” is a big challenge. Social media has opened up the options for promotion – we’re not tied only to third parties, such as media, to spread the word. We can create, share and promote our own content more than ever – and ask fans, customers, and followers to validate such content through “liking” it, sharing it, commenting on it, etc.

The biggest mistake we see in this type of promotion is a failure to connect the dots. Too many companies are so busy providing status updates and ad hoc content just to fill a page (or justify someone’s job), that they aren’t thinking about an integrated strategy. There’s also a lot of unrelated content posted by businesses that doesn’t seem to support the brand, the products or the company’s mission. Even if you are just trying to entertain your community and be conscientious to not over-promote to them, you should still make sure you’re posting content that makes sense. Otherwise, it’s just unnecessary noise.

The old ABC adage – Always Be Closing – doesn’t apply to social media and community efforts by brands. Of course you don’t want to be overly-promotional in your networks, or you’ll turn your fans away. They don’t want to be marketed to – they want to be talked with. And that means sharing interesting content that’s helpful, entertaining or intriguing in some way – but it should still tie to your brand.

One good example I saw recently was by the Life is Good company on Facebook. As a company that sells “optimistic apparel & accessories,” they are constantly posting inspirational quotes and images. They’re lucky in this aspect because it ties to their company’s mission. Recently, I noticed a post with a link to “Life is Good Radio.” I thought it was interesting that an apparel company took the time to create an online radio station. But when I listened, it made total sense – the songs were all upbeat, inspirational and happy. The station reinforces the company’s mission – optimism. Music provides that emotion for many of us, and the company describes the programming as “eclectic and reflective of the company’s positive outlook.” They nailed it.

When thinking about your social media and marketing content, how do you ensure it ties to your brand or company’s mission? Are you considering the tone you’re setting with the content you share? Are you taking the time to train anyone responsible for growing social networks and community on your behalf, so that they are fully aware of that tone/sentiment, and so that they know how to tie interesting and engaging content to your brand?

Here are a few tips:

  • Post content that gets people thinking about an issue, topic or trend that ties to your business. Content should relate to your business in order to help brand recall. If a customer remembers your brand when thinking about an issue, you’ve won. For example, as a parent, I’m always thinking about ways to keep my children healthy. Say I follow a company on Facebook that makes children’s iPad apps, and they post 10 tips for helping my child to build a strong memory. I’m going to remember that brand as helpful and resourceful, and oh yeah – I should probably check out their app.
  • Post content that gets people to engage with you. It’s all well and good to post a funny dog video but it’s even better – especially if you sell products to dog owners – to get people to answer a question about the video on your Facebook page – spending more time exposed to your brand, logo, messages, etc. – and likely to come back again to see what other people’s answers are to that question (enforcing that sense of community around your brand).
  • Post content that makes sense. This seems obvious, but if you work for or represent Chrysler, Tweeting that people in Detroit don’t know how to drive is … well, just stupid. Even if it was your personal opinion. Social media doesn’t mean you have to share every thought. Especially if you want to keep your day  job.

 

 

PR Advanced: Be The Change – What Advice Would You Give?

3 Comments/in , /by

Last weekend I was invited to be a speaker at PR Advanced: Be The Change event at Boston University. I was excited for the opportunity to sit on a panel with executives from other PR firms, notably Fleishman-Hillard and Edelman. Other speakers included executives from the likes of IBM, MTV, APCO Worldwide and the Boston Celtics.

The first thing I noticed about the event was the energy from the students. I sat in on a few working sessions before I spoke, and I was impressed with the students and their ideas. In one session, the students were divided into groups and assigned the task of designing, with as little resources as possible, an out-of-the-box campaign for Of Rags, a sustainable fashion organization. I watched the students brainstorm together and then present in front of the judges – and I was impressed with the number of ideas, the professionalism of the presentations and the ability to show creativity and solid plans with only a half hour of prep time. In addition, none of the students in the room had ever met each other before, and yet they presented as cohesive groups. Some professionals don’t even work together that well!

During my panel session, the moderator asked some basic questions about a career in PR, what the Boston PR industry is like, hot upcoming markets for PR and so on and so forth. Students asked questions and we answered them with both large and small agency viewpoints. Questions came through about how agencies decide who to hire, what would get the attention of a recruiting manager, what a typical day is like (answer: that’s the best part about agency life, there is no typical day), etc.

It was a pleasant panel and I think that the students appreciated the insights – or at least, the follow up conversations and thank you notes I received indicated so. If you’re a student or a new professional entering the PR industry, what questions do you have that we can help answer? If you’re already a professional in the industry, what’s one piece of advice you would give to students and new recruits so they can indeed “be the change” our industry needs to survive and thrive?

 

Thanks for the Free Taco – Five Things Taco Bell Did Right

1 Comment/in , /by

Taco Bell

Big companies with deep pockets are notorious targets for lawsuits. So when the news broke surrounding the truth in advertising of Taco Bell’s ground beef mixture, I wasn’t quick to make assumptions. Yet, nor was I surprised to learn that said kibble was a mix of beef and other things. In response to the crisis, did Taco Bell bring it? I, for one, think so. We welcome your opinions, too.

Five Things Taco Bell Did Right

1. Delivered a rapid response – The company took immediate steps to address the allegations. Taco Bell was able to quickly realize that anything other than a direct and swift response would have appeared dodgy and run the risk of lending credence to the claims. This is not to say it’s not appropriate to take pause and assess your crisis. But remember the operative words are “pause” – then take action.

2. Harnessed key resources – If you’re a brand with big financial resources, there is no better time to call in the big communications guns then during a crisis. Taco Bell used their deep pockets to produce and run full page ads in major daily newspapers, launch a YouTube video and an online campaign on Google, Yahoo, video and other search engines and social media networks. Even without beefy finances, you should still have a go-to list of resources you can tap when in crisis – whether it’s an emergency fund, industry experts, colleagues and/or clients.

 

3. Disclosed details – The touchstone of the company’s ad campaign was “setting the record straight,” starting with an attention-getting, tongue-in-cheek headline, Thank You for Suing Us. The ad copy aimed to answer the questions on everyone’s minds, starting with, WHERE’S THE BEEF? By sharing the information that everyone wanted to know, Taco Bell succeeded in getting the public’s attention and, for many, erasing any doubts over the company’s integrity.

 

4. Avoided spin – As communications professionals, we have a keen awareness of the spin cycle. Amidst digital media and social networks, current generations are quicker to question corporate propaganda – they actually expect transparency. Taco Bell didn’t try to dress up, distract from or skirt the issue. They put their middle-aged, native Australian CEO on video to “set the record straight.” So when you’re faced with a crisis, big or small, think of this example as you consider the merits of authenticity.

 

5. Showed R-E-S-P-E-C-T – Although I’m not a long-time Taco Bell watcher, I can see from their website, Twitter feed, and Facebook page that the company is proficient and prolific in their public communiqués. The myriad exchanges on these social networks capture a balance of brand and product promotions and one-on-one discourse with customers and fans. Providing a link to a Spanish language translation of the website is another proof point for thoughtful communications. And, just today, the company put icing on the cake (ahem, or toppings on the taco) by thanking fans for their support with a goal of rewarding 10 million free tacos to its Facebook community. Lessons learned here? This should be an easy one – after all, the customer is – unequivocally – king.

 

Seeking PR Influence? Read. Share. Think. And Make Your Own Rules.

1 Comment/in , /by

This past week I participated in our Founder, Christine Perkett’s (@missusP) ReadyTalk (@RTWebSem) webinar titled “PR Experts as Influencers: How social media has changed the PR landscape forever – and what it means for you.” She discussed the importance of PR professionals using their connections, relationships and influences to help positively influence others or drive awareness (or directly drive customers) for their clients. Also, she shared the ins and outs of how any brand—personal or company– can adopt and achieve value in social media effectively. In Christine’s words: Successful PR is all about you.

Some insightful points I noted from her webinar:

  • We’re tastemakers — we’re all consumers who help dictate styles and trends. It’s important to share your brand experiences (positive and negative) in a way in which you can also share insights for other brands or clients. Turning your experiences into a helpful marketing or PR lesson helps raise your profile as a smart marketer and brand influencer.
  • Read every single day. Then use social media (ie: Twitter, Facebook, etc) to show your community what you’re thinking. This will help elevate your expertise in the areas in which you specialize. Don’t just share links – provide commentary on each piece.
  • Don’t ignore the opportunity to build your personal brand because it lasts forever — it’s like a live resume.
  • Be authentic — there’s tremendous opportunity via social media to “do what you do and do it well” – that is, showing reporters, clients, prospects that you are paying attention, engaging, and have valuable insights so share.
  • Speaking of sharing — make sure to tie in business marketing or PR lessons to elevate content and position yourself as a smart marketer. You want to be an influencer not just a participant.
  • Make your own rules — social media provides a great testing ground because everyone is exploring. Encourage your company or clients to try some innovative new marketing or PR ideas by testing the waters yourself. Post a thought provoking question that you know will spark debate. Write an unexpected blog post. Involve customers in a marketing campaign. Take some chances and share what you’ve learned to encourage your marketing team to innovate.

After the webinar, I started really thinking about Christine’s thoughts — about how convoluted PR and social media have become (and how much it doesn’t have to be). PR isn’t changing — it’s already changed. And will continue to change. Social media has the power to drive authenticity and build brand loyalty, but you need to fully understand how to effectively use social media as a PR tool — a communications tool. Bottom line: PR and social media need to be giving a lot of strategic thought. They don’t just “happen,” at least happen well, by signing up on a popular network. And a PR agency with the know-how, skills, and proven success is just the thing to assist a brand in doing so.

And then I made a connection.

I immediately thought of a company I “liked” and have been following on Facebook for the last few months after reading a feature article on Boston.com. This brand has not only enthused me daily, but has been one of the most creative fashion brands I’ve seen on Facebook — EmersonMade. As stated on her Facebook page’s company overview: EmersonMade offers a one-of-a-kind and compelling shopping experience that believes in celebrating the uniqueness of the individual, the joy of being alive and all the smallness that makes up the Big Beautiful.

And the brand delivers just that.

 

If social media is an opportunity for a company to break the mold and create unique content (content being the key) — EmersonMade achieves this. She makes her own rules. Her updates are interesting, fresh, and relevant. She has tapped into what her followers want and keeps doing it. From Facebook to Twitter to her company blog—she not only leaves me wanting her beautiful products, but I always find myself marveling her creativeness, thinking, how did she come up with that?

And there is absolutely no comparison with big fashion brands like Zara, BCBG, Madewell (to name a few). Their approach is, well, boring. They seem to not understand that social media is not about how many fans you have or just showcasing your products — it’s engaging your target audience. Not in an average way — but in an ingenious way. A way we have never been afforded until now.

Christine’s final words of her webinar have stuck with me: Be an innovator. Thinking outside the PR box. Adopting social media in ways to support innovation. Trying new ideas. Taking a chance and making it pay off because as Christine stated, this will lead to greatness.

So my fellow tastemakers — what are your secrets to influencing your social communities? Do you have a favorite brand that nails it? Or is there a brand that you wished could give you more? Please share your thoughts in the comments below. And thanks for reading!

Four Loko Divorces Social Media

2 Comments/in , , /by

Four Loko – aka Black-Out-In-A-Can – aka Liquid Cocaine – is causing quite a splash nationwide. If you haven’t heard of it, it’s the alcoholic energy drink – already been banned in Michigan, California, Washington, Utah, and now Massachusetts – the most recent state to jump on the “anti Four Loko” bandwagon. For the economical price of $2.50, college students (its target audience) can buy a twenty-four ounce can that is equivalent to four beers, a red bull and a shot of espresso. Four Loko is owned by Chicago-based manufacturer Phusion Projects – founded in 2005 by three Ohio State University friends who were looking for an alternative to Red Bull and vodka. In fact, Four Loko is blamed for causing severe alcohol poisoning for nine students at a college party in Central Washington University—one female student nearly died*. Now, the Food and Drug Administration is getting involved by issuing a warning to all manufacturers of caffeinated alcoholic beverages that they need to either pull product – or prove their products are safe.

However, the real buzz involves the egregious PR blunder by Phusion Projects issuing a press release regarding being unfairly blamed for the Central Washington University incident. The company clearly states that they have “taken a unique position and made a conscious effort to reject the social media marketing tactics that other companies embrace – including many of our competitors. There is no company-sponsored “Four Loko” Facebook page or YouTube channel.”

BrandChannel didn’t buy this statement. The brand guru resource launched an investigation into Phusion Projects bold statement and after some sleuth work— revealed some interesting social media marketing campaigns involving Phusion Projects. The article uncovers how the brand tried scrubbing its former marketing messaging on Fourdrinks.com and then points to a former “Four Shots” gallery screenshot (below) where drinkers were asked to show their “happy-face” by uploading photos with Four Loko. When questioned, the manufacturer blamed its interns for the creation of such highly professional sites.

The article continues to find more contradictions in Phusion Projects statement—finding several dedicated Facebook pages— while not technically “company sponsored,” some were issued by paid marketing representatives (aka college students) of the manufacturer. Some of these pages have since mysteriously vanished.

As much as Phusion Projects would like us to believe it has consciously distanced itself from social media and marketing to minors (hmm, bright colored cans in a variety of fruity flavors), it’s clear from BrandChannel’s thorough research that the company was involved in an orchestrated “viral” campaign. In fact, on YouTube a general keyword search returns over 5,000 results—many of them showcasing people chugging or shotgunning the drink. Four Loko music videos are incredibly popular– one by Gwop Gang has racked up over 1 million views.

In a digital age where businesses are desperately trying catch social media marketing fever, yearning to connect with their consumers through Facebook, Twitter, and YouTube—Phusion Projects found success; however, this brand’s apparent social media denial—perhaps an attempt to clean its image—is perplexing. Maybe to help counteract its negative perception, it’s time for the brand to create its own “official” Facebook page and YouTube channel. The power of social media could be valuable to Phusion Projects. It could allow them to take accountability for their out-of-control, harmful product and help prove they uphold responsible business practices.

So fellow social media hounds– what do you think about Phusion Projects social media marketing decisions? What could they have done better? Do you think there’s anything left to salvage from the Four Loko brand? Please share your thoughts in the comments below.

* Source: The Daily Record, 10/26/2010