Blog « Robin Leedy & Associates

Integrated Marketing – The New Face of PR

April 30th, 2013

I read an article this week about one of the largest PR agencies in the world and how they are re-branding themselves as “integrated marketing” to “better serve marketer clients in the 21st century.” What was interesting to me was not the concept of public relations morphing into integrated marketing, but the idea that they are launching a major campaign for themselves to let the world know – a $750,000 campaign, to be specific.

RL&A has been doing integrated marketing for several years now, but we’ve never treated this transition as a news event, or, conducted a campaign to announce it to the world – it’s just been a natural evolution that made perfect sense to us. I guess it’s our bad for not promoting this – especially since it makes us unique amongst most small to mid-size “PR” firms. But no excuses – this really IS big news deserving of some self-promotion, so today marks the start of our campaign to launch the “new” integrated marketing RL&A, with a number of upcoming “events” (including a re-vamped website) to officially mark our unique range of marketing services, including:

• Public relations/traditional media relations
• KOL outreach and consumer activation
• Social media marketing across different channels
• Digital content development
• Online advertising, including CPC and PPC
• Brand management services, including retailer/shelf assistance (Coming soon!)
• Video production and digital distribution
• Package design assistance
• Print advertising

Some of the listed services are handled through very trusted partners, whom we know from experience can be effective working with the type of clients we typically work with – small to medium size brands – and some are handled in-house. Regardless, we make sure it’s all handled seamlessly. The newest service, which we’ll be rolling out very soon, is brand management and retailer assistance, and we’re very excited about this (we have a former OTC/CPG brand manager on the RL&A staff who will manage this in-house). So check back with us from time to time for more news and information on RL&A’s integrated marketing services and new look – we’re hoping you’ll take advantage of some of these new services.

Tags: Beauty PR, Brand Consultant, Brand engagement, Brand Management, Brand Planning, CPG marketing, Facebook, HBA social media marketing, healthcare public relations, healthcare social media, Integrated Marketing, Marketing, marketing to women, OTC brand marketing, OTC Brands, OTC emerging brands, OTC marketing, OTC PR, OTC social media, PR, Social Media, social media marketing, social media PR, Traditional Media
Posted in Agency News, Brand Consultant, Brand Management, Brand Strategy, OTC Brand Marketing, OTC Brands, OTC PR, Social Networks, Talking PR, Uncategorized | No Comments »

OTC Purchasing Behavior is a Window to the Real World

March 27th, 2013

I just came back from the Annual Executive Conference of CHPA in Naples, Florida, where the focus was “Consumer Centricity” and for which RL&A was a sponsor. One of the presentations focused on OTC purchasing behavior and was particularly interesting to me – someone who doesn’t personally think about the price of drugstore items that I need for myself or my family: If I have a reason to purchase something, be it an OTC or HBA product, and the price seems reasonable relative to other products on the shelf, I will usually buy it. The reason for this cost acceptance might be because I am usually in the store in the first place to purchase a prescription product, which for me, makes the OTC prices pale in comparison due to what seems like increasing rising co-pays we pay with our drug coverage (I am forever amazed at how much the co-pay is on my short list of medications).

The more likely reason, however, for my OTC price acceptance is that I am more fortunate than most in that I don’t have to choose between purchasing an OTC and buying food for my family. This means I don’t have to spend hours figuring out/researching where I can get the best price/value/discount for what I need to buy in the drugstore. Most consumers do, however, and they put a lot of thought and energy into it. I understand that price is not something that OTC brands can always control completely and is often dependent on the retailer. But I believe that more time needs to be spent thinking about how to capture those consumers who are shopping based on price and how to reach them with your special offers and value proposition. Obviously there are traditional marketing channels, like TV and print, but the price of these traditional channels is high, and typically the advertising focus needs to be on brand awareness vs. value/pricing. Social media and online/digital channels, however, offer brands an opportunity to target those customers who are shopping based on price/value, right down to where they live, shop and behave socially, capturing their interest when they are researching what they want to buy.

Which brings me back to the real world. When I left the conference I went to visit some family members for a few days, and this price/value focus really hit home – right in my own backyard, so to speak. If you’re a mom with limited free time (or even the money for gasoline) to physically shop around for the best price/value of something you need, like an OTC, or, you are someone struggling to make ends meet – which so many of us are – and the choice is between two similar products with very different pricing, or, even to buy or not buy something that may only be marginally necessary, it comes down to a basic but new marketing strategy: reaching these consumers where they are (online) vs. having them find you. Let your consumers know what you are offering, such as social coupons or rebates, etc., that will help them make the purchase decision before they reach the store.

Tags: Brand Consultant, Brand Management, Brand Planning, healthcare public relations, healthcare social media, OTC brand marketing, OTC Brands, OTC emerging brands, OTC marketing, OTC social media
Posted in Brand Consultant, Brand Management, Brand Strategy, OTC Brand Marketing, OTC Brands, OTC PR, Talking PR | No Comments »

NEW CLIENTS/BRANDS ADDED TO RL&A HBA ROSTER

March 26th, 2013

We’re thrilled to announce the three newest client wins this year: Matrixx Initiatives, Inc. for the Zicam® family of pre-cold and nasal congestion products, Crosscare Limited for Colief® Infant Drops for colic related to transient lactase deficiency, and Cirrus Healthcare Products, LLC for its EarPlanes™ brand of air pressure ear plugs and the launch of the new licensed-character AquaEars™ ear plugs for children.

“We spoke to a number of social media and PR firms, but it was evident that not only does RL&A know how to navigate successfully the sometimes complex landscape of OTC and homeopathic brand marketing, but their solid knowledge of and creativity in activating alternative media channels to make a real impact against our target consumer was the differentiating factor,” comments M’lou Arnett, CEO, Matrixx. “We’re excited to add them to our marketing team for the social media, consumer PR and other online marketing initiatives for Zicam this year to help facilitate an integrated approach for our brand.”

Business at RL&A thus far in 2013 is reflecting industry projections regarding the increased use of inbound marketing. “The brands we represent at RL&A are smartly focusing efforts on creating content and conversations with consumers that populate search – while increasing frequency and recency of brand messages – to secure a presence at the zero moment of truth when purchase decisions are researched and made,” says Alyson O’Mahoney, EVP and partner, RL&A. “Utilizing various support vehicles, from pay-per-click advertising and video development and distribution to social media and traditional PR to engage consumers with our clients’ brands is showing measurable and trackable results and is impacting positively on a consumer’s path to purchase.”

Learn more at www.rlapr.com, or connect with the agency and its latest news at www.facebook.com/rlachatter.

Tags: Beauty PR, CPG marketing, HBA marketing, HBA social media marketing, Marketing, OTC marketing, OTC PR, OTC social media, social media for beauty brands, Social Media for OTC Brands, social media marketing, zero moment of truth
Posted in Agency News, OTC Brand Marketing, OTC Brands, OTC PR | No Comments »

An Open Letter to ______(Fill in Most Cleaning, Spraying, Laundering, Cooking, Domesticating, etc., “You Know Who You Are” Brands) from a Professional, Married, Working Mom

March 23rd, 2013

Dear Brand X,

Yes, you know me…and, by default, my family. You know that my daughter’s basketball uniform needs a de-sweating (is that a word?) three days a week, Or, that the fresh scent of Gain is probably the only reason laundry ever actually gets done in our house (seriously, open the bottle and smell it!). Or, maybe, that nothing pleases me more than my glistening granite counters after a spritz of Windex. Now that my kids are older, I have to worry less about your Magic Eraser, since I don’t really have scuffs and fingerprints on walls so much anymore. Yes, I know that your wares are germ-fighting, odor-zapping magic. And, yes, you know what goes on in my busy household and the ways you can help make us smell, shine and gleam so bright.

However, what you neglect to realize in ALL of this is that all this scrubbing and buffing and spritzing is not all MY responsibility. As a married, working mother, I admit to cooking maybe 10% of the total amount my lovely husband does for our family (he would likely argue I cook less, but I count take out as cooking with air quotes – hey, I picked it up, didn’t I?). And, nothing turns me on more than when I see him vacuum up a mess or my yellow Lab’s hair balls. So why, oh why, do you try to sell me your goods showing the MOM smiling and happy doing all the heavy lifting in the housework?

You know what would make me so excited? Show your lemon-scented wonder in dad’s hands during your TV spot. And, no, not in way that makes him look like a bumbling idiot who can’t work a spray bottle, but, actually have him scuffing and buffing like he means it..and wants to do it….because he’s my partner. Now, THAT would make me drop my dryer sheet and get me running out to buy your products. Why? Because it would be different than the 100% of the ads I see out there in your category and many others, I might add. Sure, I’m still going to do my share as mom, but if you could REALLY see my household as a partnership, that would be fabulous….refreshing, actually, and I think I might really take notice.

I just think we’re beyond these marketing stereotypes, whether a mom works outside of the house or not. It’s like we’ve just transported Ms. Cleaver to a kitchen with granite and stainless steel, but the message is still the same. Sheryl Sandberg says “lean in,” but I say spritz less!

Tags: Brand Consultant, Brand engagement, Brand Management, Brand Planning, Marketing, marketing to women, social media marketing, social media PR, Traditional Media
Posted in Brand Consultant, Brand Management, Brand Strategy, Chit Chatter, Talking PR | 1 Comment »

Shopper Basket Data: 3 key reasons why this point-of-sale (POS) data is a great brand management tool for small and emerging OTC and CPG brands.

March 20th, 2013

I went into the store recently to just buy laundry detergent, but I ended up with an $87.46 grocery bill that also included fabric softener, chewing gum, greeting cards, a rotisserie chicken, fresh fruit, dog food, magazines, chips, lots of frozen pizzas, cupcakes, and some trash bags. Admittedly, this is typically what happens when I shop with my kids. They just roam through the aisles and add things to the basket that I forgot about or wanted to forget about. Now, that $2 off coupon for the laundry detergent that brought me into the store in the first place seems wasted.

While my total grocery bill annoyed me, the information it can deliver to manufacturers is extremely valuable, providing insight into consumer purchase motivations, in-store shopping paths, product associations, brand loyalties, methods of payment, and message processing. This is called Shopper Basket Analysis, and it also shows which products tend to be purchased together and which are most conducive to promotion.

The great thing is this information isn’t only valuable to large manufacturers — whether you’re an OTC start-up or emerging CPG brand, there are three reasons why this information can help you with your brand management:

Reason #1 – You can create or suggest bundling recommendations. If you’re launching an OTC brand (applies to all types of brands) be sure you understand the associative shopping process as it applies to your brand. For example, if a consumer buys jelly they will also likely buy peanut butter. So, if a consumer buys your brand, what might they also buy on that shopping trip? Understanding which products tend to be purchased together can help you improve cross-selling opportunities across categories or create the best couponing campaign to customers buying both products. And don’t just think inside the store – this information can also help you target your digital and social media efforts against associative, like or competitive products on the internet, thereby maximizing digital dollars and creating efficiencies with the use of shopper basket data.

Reason #2 – You can strategize and recommend product placement opportunities with the trade: Even if your product isn’t the main motivator for a shopping trip, there is still opportunity for a consumer to purchase your brand based on the shopper’s preferences for your product in context with competitive items found nearby, or, based on your brand’s location of their shopping path. What are the top purchased items in your category? In your aisle? Where are they placed on the shelf? How often are they promoted or on end-caps? Can you find a strong associative relevance to other products in the basket or could they be impulse purchases? Again, think outside the store. For example, if you are on shelf, but you have poor shelf placement, or are in small niche category, give your consumers instructions on how to find you in store – on coupons, within social media (such as Facebook, Twitter or in your blogger outreach). For example, let consumers know to “look for us in the family planning aisle” or even post a photo of your brand on the store shelf.

Reason #3 – You can prove the impact your consumer is having (or will have) on a retail environment: Bottom line, retailers want to know that your brand will bring in shoppers. And if you can show them the dollar contribution of your average consumer to their store….even better. Using my experience above, my anticipated $13 purchase of laundry detergent actually ended up contributing a total of $87.46. Find a way to show how much your brand’s consumer is really worth to the store and prove your shelf worthiness.

by Kamilah Lewis

Kamilah Lewis is a Brand Consultant/Account Supervisor at Robin Leedy & Associates (RL&A), which offers consumer brands integrated marketing and consulting. With an MBA in Marketing, Kamilah has worked for several OTC and CPG brands in brand management, and with this hands-on brand experience, she and RL&A are now offering brand consulting for clients, new/emerging brands, brand acquisition, U.S. product launches and more. For inquiries about how RL&A can help with your U.S. brand management, contact Klewis@rlapr.com.

Tags: Brand Consultant, Brand engagement, Brand Management, Brand Planning, healthcare public relations, healthcare social media, Marketing, marketing to women, OTC brand marketing, OTC Brands, OTC emerging brands, OTC marketing, small OTC brands, Social Media, Social Media for OTC Brands, social media marketing, social media PR
Posted in Brand Consultant, Brand Management, Brand Strategy, OTC Brand Marketing, OTC Brands, OTC PR, Social Networks, Talking PR | No Comments »

What I Learned as an OTC Brand Manager: 10 Tips for 10 Minutes with a Retail Buyer

February 26th, 2013

If you’re lucky enough to get a face-to-face meeting with a retail buyer, chances are you have a product they’re interested in adding to their store shelves. However, despite the interest in your product, you’ll have to convince them of your product’s shelf worthiness and value to their store. Whether you have an emerging OTC brand or a thriving CPG product, in most cases you will only have 10 minutes to present your product in consideration for the store’s next shelf reset date. Here are my 10 tips to make your 10 minutes as effective as possible.

Tip 1: Don’t be late. Seems obvious, but retail buyers are extremely busy and have several meetings per day during key review seasons. Being late can start you off on the wrong foot or they may cancel your appointment altogether. You’ve put a lot of time, preparation and money into this meeting, so don’t be late.

Tip 2: Know the company. Buyers will take you more seriously if you show that you understand their company – layout, merchandise categories, loyalty programs, number of locations, store brand name, price structure, and their competitors. Take the time to research annual reports, press releases, and other relevant trade information so you can customize your pitch to support their growth strategies.

Tip 3: Give them your best elevator pitch right away. In 30 seconds you need to give a grand introduction of your product, the top three benefits to their consumer, and give two key facts about the category that will persuade your buyer to ask follow-up questions. During your meeting, you must make the product relevant to the particular retailer, be persuasive, organized and clear. Don’t ramble or give them information they don’t want to hear. No more. No less.

Tip 4: Know your numbers. Your buyer’s #1 goal is to determine profitability for their store and to make sure they hit their margin requirements. Your goal as a manufacturer is to make sure you can meet your own margin requirements. In order to be successful when talking and negotiating pricing with a retail buyer, you must clearly understand profit margins, know the retailers profit margin requirements, know your own margin requirements, and know your proposed retail price point.

Tip 5: Know their competitors. Consumers have many choices when it comes to buying products and the buyer wants consumers to come to their stores to shop. Make the buyer understand that you know how important it is to keep the consumer in their stores. Offering one-of-a kind packaging, special pricing, bonus items, or differentiated forms/flavors will get you some brownie points.

Tip 6: Find your balance between pushy and pushover. You may hear an immediate “no thanks” but you need to convince the buyer that your product is a fit for their store. Find the right communication strategy because being too pushy can come across as annoying, arrogant or desperate; being a pushover and accepting an easy “no” can come across as a lack of confidence or that you weren’t serious anyway.

Tip 7: The new 4Ps – presentation, products and pretty pictures. Never walk into a buyer meeting empty handed. You need product to display and leave behind and you should always have a presentation with organized supporting data, pictures, and research to leave behind. Don’t expect your buyer to have the time to walk through your deck, so make sure you create your leave behind materials so they can be easily understood and viewed in your absence.

Tip 8: Show support for your brand/product. Any smart buyer, seasoned or just starting, will ask you for one key piece of information…the marketing plan. You must be able to show the buyer that you can and will be able to provide marketing support and help drive consumers to their stores to make a purchase. Brands should expect to spend at least 15-50% of expected sales profit, especially in year one, on marketing programs, such as advertising, PR, social media, digital media, etc. Companies like Robin Leedy & Associates have been working with small to medium sized companies and start-ups for more than 25 years and can help you put together a strategic plan to help support sales on store shelves or provide you with brand management services for strategic brand planning.

Tip 9: Practice, rehearse, and review. There is no such thing as over-preparing for a retail buyer meeting. Practice your pitch, rehearse your product FAQS and get a brand consultant with retail buyer presentation experience to review your sales materials.

Tip 10: Determine follow-up procedures and preferences. Whether your buyer gives you a no, yes, or maybe, you will need to follow up. Don’t assume you already know the best way to follow-up. Ask the buyer when is the best times to reach him/her, the best way to reach him/her (email vs. phone), and what other materials would be helpful during their decision-making process. It’s important to find your balance between pushy and pushover during the follow-up period as well.

by Kamilah Lewis
Kamilah Lewis is a Brand Consultant/Account Supervisor at Robin Leedy & Associates. With an MBA in Marketing, she has worked for several brands as a brand manager and now offers brand consulting for new/emerging brands, brand acquisition, product launches and more. For inquiries, contact Klewis@rlapr.com

Tags: Brand Consultant, Brand Management, Brand Planning, OTC brand marketing, OTC Brands, OTC emerging brands, small OTC brands, Social Media, Social Media for OTC Brands, social media marketing
Posted in Brand Consultant, Brand Management, Brand Strategy, OTC Brand Marketing, OTC Brands, OTC PR | No Comments »

RL&A Unleashes Inner Fashionista at New York Fashion Week

February 24th, 2013

Models. Celebrities, Catwalks. Parties. Fashion. What’s a girl not to love? New York Fashion Week is a highly coveted event attended by fashion’s crème-de-la-crème from around the world, which we attended this year supporting our client, Conair. As the lead sponsor, of Style360, Conair styled those strutting down the catwalk as well as those who attended the shows in the complimentary Conair Styling Station.
On the last day at the Metropolitan Pavilion, I got a peak into the backstage on goings during the Voz, Boy Meets Girl, and Maison DeLacour shows, which showcased ready-to-wear collections for fall fashion. The vibe backstage was chaotic and the hustle and bustle made it exciting. Counters were overflowing with hair products and countless makeup containers, and I was constantly walking through a cloud of hairspray. Models were swarmed with people attending to their hair, make-up, nails, and wardrobe fittings. Hanging near the racks of designer clothes were white poster boards featuring all the elements of each models looks from head to toe. While getting primed for the catwalk, the models munched on food. Who knew that models actually ate?

For the Voz show, the Conair team led by Ric Pipino created a laid back hairstyle of straight tousled hair using the latest Conair curling iron. For Maison DeLacour, the models donned teased ponytails with blunt cut bangs that looked polished. Ponytails continued for the Boy Meets Girl show, which worked well bringing out the character in the clothes for tweens.

After hours of prepping, the models were dressed and inspected to ensure everything was perfect and in place. Suddenly, the stage went black. The crowd went silent. Fast-paced music pumped out of the speakers. The lights came up and the catwalk came alive.

While I didn’t strut the catwalk, I did strut the red carpet along with other celebrities from all levels of fame who were occupied with photographers and giving interviews. I was star-struck when I had the opportunity to meet some of them. It was definitely a memorable and exciting day on the job!

By, Nicole Egan

Tags: Beauty PR, Social Media, social media PR
Posted in Chit Chatter, Clients in the News, Promotions in Motion, Talking PR | No Comments »

In Suffering and Salutations, Silence is Often Best
December 19th, 2012

The benefit of Facebook, Twitter and other social mediums is that they instantly connect people to people, companies to people, brands to people, and all of these individuals and groups to current events, such as holidays, elections and so forth. While 95% of this is done in mostly good taste and spirit, as a brand marketer, I felt that the best reaction a company and its brand(s) could have to Friday’s devastating news was to have no reaction at all. In essence, silence. Once the news was fully out and most of the correct facts were known, we instantly ceased all planned Facebook and social activity for the day and subsequent weekend for each client. We didn’t rush to the C-suite to prepare a condolence message from “company or brand XYZ”….we opted for respect and mourning in radio silence. Our return to activity this past Monday was done carefully and with thought.

I know it is the human way to attach ourselves to large events…to be the rubberneckers of society’s biggest news in some way, to give it meaning in our own lives, but there are times when quiet is actually more powerful, more respectful. When I kept seeing messages about holiday deals posted amid the updates on the number of deceased, I felt a bit dirty. However, I also don’t need to know that the brand of shoes I wear, the spray that cleans my windows or the beverage I drink is thinking of Newtown….we ALL were and still ARE thinking of Newtown. I “like” many brand pages since it is my line of work, and I was inundated with this messaging to a point where it was borderline obnoxious. The notion that this tragedy had a hashtag on Twitter – that brands were using – is absurd. I’m offended by that as both a mother and a marketer, and equally as such.

While of lesser importance, I find this similar to holiday greetings. I’m not of the mindset that our clients’ brand pages need to wish everyone a Happy Valentine’s Day or a Merry Christmas on Facebook….so many brands do this and all it does is create white noise. So much so, that is loses its meaning anyway and can actually invite negative feedback (“It’s not HAPPY HOLIDAYS, its Merry Christmas,” consumers retort).

Therefore, I beg of brands, businesses and their marketers to consider this for their New Year’s resolution: decide that saying nothing might be more powerful than saying anything at all.

Posted in Uncategorized | No Comments »

RL&A Is Growing
December 18th, 2012

Manhattan here we come! Yes, after 26 years in business (in Mt. Kisco), RL&A is taking a bite out of the big apple with our new office – right in the heart of it all. The new Manhattan office, at Fifth Avenue and 44th Street, is an additional office — not a replacement of our Mount Kisco location, which will remain our headquarters.

We’re very excited to expand our firm to better serve our clients! If you’re ever in the neighborhood, stop by for a coffee!

Posted in Agency News | No Comments »

Happy Holidays From RL&A
December 17th, 2012

It’s been a great year and we just needed to celebrate the holidays Gangnam…oops…wait…we mean Santa Style! Happy Holidays from the RL&A team! Enjoy the video, and don’t worry, none of us is giving up our day jobs to dance in videos!

Posted in Uncategorized | No Comments »

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