Monthly Archives: August 2012

The PR Aftermath of One Autoshop’s Good Deed

This morning, I read a story that inspired me. An autoshop in Roanoke, VA completely made over Radford university student Jordan Addison’s car after it had been vandalized four times in three months as a result of anti-gay bullying. The damage included slashed tires, keyed anti-gay slurs and the word “die”.

Richard Henegar, Jr., the manager at Quality Auto Paint and Body, decided to pool his resources and connections with 10 other local businesses, to do $10,000 and 100 hours work free of charge. He stated, “Once I saw the vandalism that was done to it I said, ‘that’s uncalled for we’re gonna fix your car–that’s the least we can do.’” Here’s Jordan’s face after he saw his new car.

I can’t embed the video reaction directly, but it’s definitely worth the two minutes to watch. Check it out here.

Stories like these are inspiring and give great publicity to businesses that deserve them. Here’s my analysis of the PR aftermath for all parties involved:

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Sonicbids: Turning Brands into Rockstars

For my final innovative Boston marketing profile, I’m writing about Sonicbids.** To see how other Boston companies are innovating the marketing world, check out my posts on HubSpot and Pongr.

Many marketers today create buyer personas to better visualize their target consumers. Some statistics, like age, geography and income bracket, are relatively straightforward. However, marketers today have all sorts of tricks to get themselves into their audience’s frame of mind. One of my friends from marketing firm Holland-Mark asks her clients to picture what kind of car their customers most likely drive. Mark Schaefer, author of the Tao of Twitter and {grow} blog, asks his clients to compare their brand to a celebrity and their audience as someone who might relate to that celebrity.

Sonicbids, a social music marketing firm in Boston, would probably ask you what music your customers are most likely to listen to. After all, a Justin Bieber fan makes a much different buyer profile than a Grateful Dead concertgoer. After identifying your target market and goals, they would take that information to create an interactive experience involving your brand, a band and of course, fans. Here’s how they work.

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Generation Bookworm: Why Millennials Buy More Books Than Baby Boomers

Millennials spent more money than any other generation on books in 2011 according to the  2012 U.S. Book Consumer Demographics and Buying Behaviors Annual Review.**   This Christian Science Monitor article  reports that millennials knocked Baby Boomers off their long-held spot as top literary consumers.

See Grandma, I told you I can read something other than my cell phone!

But why the sudden shift in dynamic? The answer may be less straightforward than you think.

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Zooey Deschannel Syndrome: How To Avoid Writing Overly Cutesy Copy

I used to be a big fan of Zooey Deschannel. Why wouldn’t I be? She’s a talented actress with a fun sense of style. Even better, her band She & Him embraces some of my favorite, yet frequently overlooked, genre of music: old country. Not only was I a fan of her movies and cds, but I’d tell my friends about her too–every content creator’s dream!

Then I stopped. What happened?

Zooey Deschannel

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3 Posts About Marketing & The Olympics That You Need To Read

You can’t turn on the television or get online without someone talking about this year’s Olympics. Here are some of the articles you don’t want to miss!

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HubSpot: How Authority Translates into Sales

The second Boston company I’d like to profile is marketing software company HubSpot. I admire this company so much that I’ve applied for a job there. If you’d like to help me turn an application into a hire, tweet this article @HubSpot with the hashtag #HireLindseyHubSpot.

So, why HubSpot?

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