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CATEGORY: WOM Marketing
Bad Reviews Can Be a Very Good Thing
April 22nd, 2016 by Jeannine Wheeler on Flack Me
What’s so good about a bad review? Ask brands today that are using good (and bad) reviews — as well as other forms of consumer-generated content — to substantially boost their messaging, improve their products, and redirect their marketing plans. This, according to a Target Marketing webinar sponsored by Bazaarvoice...

Fiskars Puts a PESO in Its Pocket
May 1st, 2015 by Jeannine Wheeler on Flack Me
That’s the PR model PESO — paid, earned, shared, and owned; and if PRs are not using it, say industry experts, they can kiss their jobs good-bye. One brand that put a nice twist on the Paid and Earned aspects of the model is Fiskars, the 357-year-old scissors company. Suffering from flagging sales, Fiskars in 2006 ran focus groups that told them that if it were a color, it would be the color beige.
Phenomenally Branded Online Platforms
February 18th, 2014 by Cindy Wendland on Beneath the Brand
Facebook’s ability to connect people and share information plays out all the time. Today a friend shared a post about Paul C. Brunson’s 20 successful habits he learned from working with two billionaires. That interesting read led to another of his posts on new-age entrepreneurs featuring “on fire” Marie Forleo. If you don’t know Marie Forleo, she is the creator of B-School. It is an eight-week online training program that teaches you everything to you need to know to “Make Money. Change the World.” The eight online modules include topics like website development, killer list building, social media and marketing writing secrets — basically smart online marketing. The modules include videos, templates, resource lists, and action guides.
Time For A New Year, New You . . . Again.
January 2nd, 2014 by Sarah Jane Dunaway on Beneath the Brand
Every year brands scurry to shove messages of renewal and revitalization down the throats of consumers. However, this year may be the right year.
#PRants: Prankvertising is Earning Bad PR
November 12th, 2013 by Shawn Paul Wood on Flack Me
If you are in advertising, or even if you have an office in an integrated agency, you know what this tantalizing trend is. However, for those flacks not in-the-know: "Prankvertising" is when a brand pulls a marketing prank on random, unsuspecting consumers.
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