Jul 27 2020
Though different, both advertising and publicity (public relations) are essential tools in the marketing toolkit, and can work together with other marketing initiatives to meet brand objectives. We’ll take a look at what makes them different, and why Let’s start with examining how these two marketing functions are different.
How are Advertising and Public Relations Different?
Though often conflated, advertising and public relations differ on the following:
- Advertising is paid placement, while publicity generated from public relations’ activities results in editorial placement.
- Advertising is your organization telling the world that your brand, product or service is the best – the message is expressly coming from your organization and distributed through ads or commercials. Publicity (often referred to as earned media), is third parties like those in the media or digital influencers sharing some form of the message by telling the world that your brand, product or service is the best.
Messaging Control: Advertising Versus PR
They both offer benefits with regards to communicating brand or product messages to the public. They differ on extent of control with regards to what the message is, and when and where it will appear.
Advertising and Messaging
With paid placement, your organization pays to advertise on select outlets and maintains complete control of:
- The message.
- Where the message appears.
- When the message appears, and the campaigns duration.
Publicity and Messaging
With earned media, journalists, editors, news producers, bloggers, influencers and others who’ve attained trusted status with the public control:
- The message – they can interpret or change the message as they see fit.
- Where the message appears.
- When and if the message appears.
In the editorial space, there are myriad of individuals with myriad of opinions regarding your product or service therefore your business cannot directly control the message.
However, your business can certainly shape the message through strategic public relations activities. And that is where truly excellent public relations’ strategies shine, and a compelling reason to have PR pros on your side.
The Value of Publicity #lookatus
Dec 09 2019
CAN-AM SPYDER RT Experience Specialists
LOOK Marketing is searching for our next set of Spark Plugs to lead our experiential event execution of Can-Am Spyder RT Trials across five US regions. We are looking to fill our ‘Great Lakes’ region team that includes stops in PA, OH, MI, IL, and WI and our Florida+ Team lead. We’re looking for energetic, driven, reliable, engaging, safety minded, ready to see the country and handlebar vehicle loving human experience specialist.
The two-person team will travel to BRP/Can-Am on-road dealers as Spyder Specialists. Teams will conduct on-road dealer training and providing an exceptional on-road experience for current and potential Can-Am Spyder RT owners/consumers. The ideal contracted candidates will be road warriors with a passion for travel and sharing that passion for the road with others.
DESCRIPTION OF THE POSITION RESPONSIBILITIES:
On-Road Experience Specialist
- Manage mobile event package (Ram 2500 and 28’ enclosed event trailer with four 2020 demo units) maintaining event equipment and safely driving truck/trailer package from dealership event to dealership event, sometimes through busy city traffic.
- Strategically manage tour/travel logistics
- Provide product training to dealership staff – we will train you.
- Strategically manage on-site operations at brand dealerships – brand-defining set-up, strategically design on-road experience, manage support staff.
- Lead group rides – must have motorcycle license
- Manage registration and data capture equipment and lead post event reporting
- Engage consumers as a brand specialist – with expert product knowledge – we will train you.
- Portray the Spyder RT life – a tinge of gray and some experience wrinkles, with a few 1000 miles experience behind handlebars a plus.
- Must be a people person and enjoy living on the road for extended periods of time.
- Physically capable of lifting event equipment up to 100 pounds and working outside in occasional cold and hot conditions.
- Must have some Powersports industry knowledge and MacGyver skills
Project Regions – Updated December 23
- West Coast, Texas+, and Minnesota+ Tours – Filled
- Great Lakes Tour will include 16 events and kickoff in Ohio mid-March going through August 1 – with Easter and July 4thweek(ends) off.
- We are also looking for an experienced Event professional to be the LEAD for our Florida+ team. Space Coast based would be huge plus.
- We pay for flights/travel home for the Holiday breaks and off weekends.
All tours will include one-week of product and event production training prior to start. Events are Wednesday-Saturday with Sunday-Tuesday travel and/or off days
Experience Specialist Compensation:
- Team Lead Role $1200-$1400 per week based on experience and ability
- Team Support Role $900-$1100 per week based on experience and ability
- Full Travel Expenses Budget
- Performance Bonuses
Integrity, Energy and Passion are required in that order! The experience specialist must be motivated to live and work in an ever-changing environment and deliver projects at an award-winning level our clients expect and deserve.
Get ready to leverage your passion for the road, meeting new people, sharing your love for recreational products. Dig into your creativity, and business acumen to take both our business and your career to new places. LOOK recognizes that talent is the key to its success. Bring your passion for providing exceptional customer experiences and join a dynamic team that values the entrepreneurial spirit!
Please forward your pitch and resume for our on-road Experience Specialist to Info@look-marketing.com for consideration.
Aug 08 2018
How do you get the attention of boating media editors whom are invited to dozens of incredible press events every year? Produce a disruptive event invitation. To stand out in Public Relations you have to disrupt.
The invitation is one of the most important elements of the entire event production. The invitation also sets the tone and expectations of what the attendees will experience. A well crafted and executed invitation can bring your brand to the forefront and set the stage for an epic event. You have to have people attend the event to have an event. Our strategy related to this specific event entailed a custom printed video book with personalized invitation video.
LOOK Marketing received two 2018 ADDY awards from the American Advertising Federation Space Coast Chapter for the production of a Press Event Video Invitation for client Sea-Doo watercraft. The two 2018 ADDY awards received for this project included; Judge’s Choice Award and Gold Addy for the category of Card, Invitation or Announcement.
Produce an invitation that disrupts normal in-mail and introduces the brand’s new model year campaign and key messaging. The goal was to create an invite that intrigued and demanded invitees to attend the event and learn about the new product.
Press Event Video Invitation Project Strategy
LOOK Marketing would design a physical, video book invitation that would be sent by express mail to targeted editors. The book visuals would include key message copy and high level event details including location and dates over imagery of the actual event location. The auto playing video included a brand hype reel and a personal, event invitation message to to engage media through a sensory experience of visual, audio and tactile modes. The three sensory modes would work together to help convey Sea-Doo’s 2018 story theme of “Escaping the Everyday” with Sea-Doo.
Targeted North American and international marine media and regional vertical and general press received the video invitation. The invitation set the tone for the Sea-Doo “Escape the Everyday” Press Event. It immediately pulled invitees into the world of Sea-Doo by sharing a unique, adventure-themed video.
The video began with auto play when the book was opened. It opened with vintage clips of Sea-Doo watercraft, sharing the news that 2018 marked 50 years of Sea-Doo revolutionizing the personal watercraft industry and followed by teasing the 2018 adventure-ready platforms.
A glimpse of everyday epic adventures being lived out by Sea-Doo riders around the world would follow the 2018 launch reveal. The video then invited them to attend the made-for-media event to experience their own epic adventure on the Colorado River aboard the all-new 2018 Sea-Doo models. The video invitation culminated with imagery of the natural beauty of the epic event location, and how the PR team would ensure a production and fun event.
The video invitation generated exceptional results. 91% of the media targeted by LOOK attended the press event. Feedback from the media also noted the invitation strongly influenced their decision to attend. Three mainstream media noted that the invitation alone intrigued them enough to attend, where a traditional letter or e-mail invite would not have. Four boating media noted this was the best press event invitation they had received in years. This invitation was the first step in a complete brand immersion that carried the key messages from invitation to published articles. #lookatus
Event Invitation Project Awards
ADDY: Judge’s Choice Award
ADDY: Gold Award-Card, Invitation or Announcement
Select Published Media Generated By The Event – (three of the 21 published articles)
Aug 02 2018
If you are looking for a way to improve your Facebook advertising, LOOK Marketing discovered a very cool tactic that will help make stronger customer connections. We’re going to show you how your customers are going to write your next Facebook ad for you, and it’s going to kill it. You’re going to LOOK and listen to what is important to your customers, and then use their words, literally, to talk to them in their own language. They’re going to tell you how to write copy that ‘s important to them.
In every aspect of business, simply listening to your customer will tell you everything you need to know to serve them. If you listen, people will tell you exactly what they want, making it easy to cut through the noise and deliver what they need. It comes down to data; doesn’t everything digital? But this tactic focusses on research of words and sentiment, not numbers. If you want to know what’s really important to people read their reviews of a product, experience, or service.
Here’s how to activate the “‘The Full Circle Conversation‘ Tactic.
THIS IS EASY AND IMMEDIATE ACTION RESEARCH
The first step is research. Look at your own company’s reviews. you will find these on your page home.
Look at the 3-star reviews as these usually share equal good and bad aspects and aren’t biased to one extreme or the other. You should also look at your competitors’ reviews as you can determine where you have a competitive advantage and exploit them. Another valuable source is Facebook Groups. Some larger brands have the reviews section turned off but Facebook Groups will provide mostly unfiltered insight. Large brand pages can also review fan posts to the page in which they ask questions or for brand feedback, both positive and negative. Keep in mind if one person posts a concern, that same concern is probably shared by exponentially more fans.
The goal here is to listen to what people are saying. To find out what is truly important to them, which can many times be something very different than you thought. Look for trends but even if the comment is referencing a one-off occurrence, it’s probably not a one-off occurrence and is an opportunity to win over a customer. Let’s look at some examples.
THEY WILL WRITE THE Facebook ad COPY FOR YOU
We are going to show examples of how this works for three different kinds of businesses, a restaurant, a retail product, and a service business.
The first case uses an example of a local, Melbourne, Florida family restaurant. We look at one of their 3-Star reviews. There are positives and a clear opportunity to win them over to a 5-star advocate. If this is your restaurant you have an opportunity. First is to revisit your recipes, second, now you know what people want.
Here’s what the sample Facebook ad from LOOK Marketing could be. A scrumptious image of a chili dog and side of slaw with the following copy and call to action, “Are you looking for food with a lot of flavor? We recently updated our menu, including a flavorful new chili dog with slaw. Click here to put in your to-go order now.”
We literally used the customer’s words in the ad copy. We are speaking their exact language. They will feel that we get them and that we are speaking directly to them. On the flip side, a competitor could do this same thing playing on your weakness, or you could play off one of their reviews if your restaurant can offer a ‘more flavorful chili dog.’
Our second example comes from one of our global marine industry client pages, Evinrude Outboards. This isn’t a review but it includes two questions from a visitor post to the page. We know many others may have the same questions. This presents an opportunity to create an on-point ad that will focus on one of the product’s big competitive advantages.
One of Evinrude’s advantages is there is no special break-in procedure for new engines. Apparently we aren’t doing a great job promoting that. Obviously it’s important to new buyers and tells us we need to promote it more and this is our opportunity.
Here is what the sample Facebook ad from LOOK could be. An image of a new engine and boat on a trailer leaving an Evinrude dealership with the following copy and call to action, “Do you know what the break-in period is on a new E-TEC G2? What if we said there isn’t one. Find out how now (link to product page).”
This post actually generates two opportunities to give customers the information they want. The second Facebook Ad could be; A POV image taken over the shoulder of a person looking at two different Evinrude E-TEC G2 engines with the following copy and call to action, “Do you know what the difference between the E-TEC g2 and the E-TEC G2 H.O. is? We go into every detail in our comparison guide here (link to comparative guide).”
Our third example is a service oriented business, a local Brevard County health care provider. To grow their business they could look at their local Space Coast competitor and use this Facebook Ad tactic.
Here’s what the sample Facebook ad from LOOK could be. A stock video clip of a clock with the hands spinning fast, coupled with the following copy and call to action, “Patients’ time is just as valuable as the doctors. You don’t want to wait 45 minutes for your appointment. See our doctors with minimal wait time. (link to appointment page).”
Look for reviews, listen to what’s important to your customers and use their words again. Try this tactic in you Facebook advertising and LOOK for strong returns. If you want more tips on successful Facebook Advertising and learn how LOOK marketing is applying this tactic to organic (unpaid) social media posting, contact us now. Now go create a ‘Full Circle Conversation.’ #lookatus
Mar 04 2018
LOOK Marketing was recognized by the American Advertising Federation Space Coast Chapter with two 2018 ADDY awards for its video production and interactive branded content. The winning project was produced for client Sea-Doo, partnering with Boating Magazine titled “Summer Spring.”
Produce and publish via digital platforms a branded content video. The feature article and video should showcase how easy it is to have ‘one fun day’ with Sea-Doo watercraft.
Branded Content Project Strategy
LOOK Marketing would leverage the topical ‘record heat’ of summer through a branded video. The LOOK produced video would highlight the experience of escaping the summer heat by riding Sea-Doo watercraft at Florida’s refreshing and picturesque Silver Springs. That video would then be shared on the media partner’s digital platforms including Facebook and their website. Then Sea-Doo would share the posted video on their Facebook page.
Follow a young family as they explore Silver Springs, Florida, where they show you that even in a more laid-back setting your PWC can still give you an escape from the everyday.
You get to see the family enjoying the peacefulness of the springs by exploring the crystal-clear waterways at a much more tranquil pace. This helps them to enjoy snacks and take a peek at the marine and wildlife life along the way.
The laid-back environment allows them to spend some quality time as a family as well as giving them an opportunity to relax at the nearest tree branch while having some fun, making memories and cooling off. What better way to beat the heat then a day on the water!
Sea-Doo and Boating Magazine shared the branded content video on Facebook, reaching over 677,000 fans between the two pages. Boating Magazine additionally published a companion article on their website.
ADDY: Film/Video/Sound Branded Content More than :60 seconds
ADDY: Online/Interactive Branded Content & Entertainment
LOOK’s awards and accomplishments.
Feb 25 2018
LOOK Marketing was awarded their fourth Neptune Award by the Marine Marketers of America during the recent 2018 Miami International Boat Show. LOOK Marketing received the award for Best B2B Marketing for the excellent work performed for the Club BRP/Sea-Doo Dealer Test Ride Experience. The experiential event resulted in the highest wholesale orders of Sea-Doo watercraft in over a decade.
“Being recognized by the Marine Marketers of America for industry best work for the forth time in four years is a humbling honor,” said LOOK president Tim McKercher. “We are very thankful to do award-winning work for client BRP/Sea-Doo, the global leader in watercraft sales. LOOK is proud to have won four Neptune awards in four different categories, showcasing our integrated capabilities.”
LOOK delivered the objective of the Sea-Doo Dealer Test Ride Experience. The event design and execution provided an engaging and exciting experience for global dealers that led to wholesale orders for 2018 Sea-Doo watercraft.
The Experience – Dealers began the experience with a brief, expectation-setting video during a bus ride to the product trial site. Once on-site LOOK executed a brand message “Escape the Everyday” immersion with ambassador and product expert engagement. Dealers learned about the new models’ innovations and key messages with interactive product walk-arounds and brand immersive meals. The event culminated with rides on the new watercraft models. The experience format design showcased product strengths and capabilities. Nearly 900 dealers from around the globe test rode the new 2018 Sea-Doo models. The 900 dealers in attendance experienced over 2100 individual rides incident free over the two-day event.
Learn more about LOOK Marketing, the LOOK team or any of the services offered by contacting us firstname.lastname@example.org
Nov 14 2017
Making the marketing magic happen!
A glimpse behind the camera with a few out-takes from photo shoots we produced for Florida-based client Arnott Motorcycle Air Suspension.
LOOK Marketing’s founder Tim McKercher (learn more about Tim here) is an avid motorcyclist – he owns a Ducati Monster G20 and a few other motorcycles. He brings his enthusiasm and knowledge of motorcycling to the agency’s commercial motorcycle photography and videography projects. Like some of the photos and videos we’ve shot for Arnott’s print marketing materials and and digital platforms. Some of those can be seen in our portfolio and on Arnott Motorcycle Air Suspension’s:
- Social Media Channels
- Promotional Materials
- Product Catalog
- Brochures and Posters
Aug 23 2017
This is a first person perspective from our summer 2017 intern Tyler Fischer, a Business major from Florida State University. LOOK threw Fischer into the deep end of the social media and digital marketing pool and he didn’t flounder for a second. Here is his take on his summer in Melbourne, Florida with LOOK Marketing.
For the past 14 weeks, I’ve had the pleasure of interning with the award-winning agency, LOOK Marketing. I am incredibly grateful to have worked for such a fantastic agency and expand my knowledge of the marketing field. As a marketing student at Florida State University, it was extremely valuable to relate academic learnings to real world integrated digital marketing. Some of the tasks included; managing an Instagram account, monitoring Public Relations, developing monthly reports, and helping anywhere I could prove useful. As my time with LOOK comes to an end, below are some insights I have gained through this experience.
I Thought I Knew Social Media
Growing up with social media platforms, I considered myself fairly knowledgable of digital marketing. However, I quickly learned that I was barely scraping the surface of social media. LOOK challenged me with leading an Instagram page for a major boating industry client. I took this page on as if it were my own; I immediately began researching everything related, linked, and loosely associated to the client’s brand and lifestyle, including its history, competitors, and audience. My posting is based on my own interests and are only seen by friends. In contrast, a client’s Instagram profile requires a completely different mentality. Your audience is potential customers and owners, they are the people who are going to talk about the brand to their peers.
As I managed a big brand’s Instagram page, I was given access to extensive analytics. I was tasked to advance plan a month’s worth of content, learn what content yields the best output using analytic tools, develop monthly reports including actionable tactics, and generally grow the page and audience. It was fascinating to see followers engage with the content that I had created. With access to these tools, such as Iconosquare and Percolate, I was able to stay organized and make smart digital marketing decisions. As social media continues to be a staple for today’s fast changing digital world, I’m confident with my skills to grow and keep up with social media for clients.
The Constant Task Of Content Generation
A few weeks in to my internship with LOOK, I started to see social media differently. My mentors encouraged me to look deeper into the content of the pages I followed and to note the techniques and strategies that top companies were using. Quickly after starting to manage this social media channel, it was surprising to learn of the constant need for content. I had initially assumed that content must be flooding in from followers and photo shoots, but it’s not the case. I would spend hours scrolling through hashtags and followers’ pages in search of potential pictures and videos to use. A majority of the UGC is not usable for various reasons, but finding a good one equal to striking gold.
For our client, Wellcraft Boats, new user-generated content was minimal, as the brand was literally relaunched only three years ago, so it was vital that I find as many owners of these new model boats online and engage with them. Through this process, we started to find pages that post great photos and videos and leveraged this content. Through our engagement strategy, we saw an increase in people sharing their photos with us.
Although this was the case for a smaller page, it was insightful to see how the larger pages operate; larger clients like Sea-Doo watercraft and Evinrude Outboards, which have a huge online presence, have a lot more content at their disposal due to larger budgets and higher engagement by their fans. I also learned the more you ask, the more you receive. It became a norm for our Instagram posts to end with a phrase like, “Tag us in your photos for a chance to be featured.”
After a few weeks of posting to Instagram, I learned that the quality of content directly influences the success of a page, and part of the quality involves delivering the message to our desired audience. We could do this through strategic timing, quality, relevance, and a well-planned, strategic editorial plan. One of the best pieces of advice my mentor gave me throughout my internship was to take a step back and look at the whole picture; does the content of all these posts together tell the brand story we want to communicate? Providing value to these followers is extremely important; if there is no value, there are no followers.
Some Communicate More Than Others
I believe good communication is the key to success, and after my experience with LOOK, this statement goes far beyond success. Communication is the key to everything. Whether the communication is with clients, your audience, or your team, the more there is, the better. I had the chance to work with a ton of great companies and see how each one communicates differently. For example, some clients would communicate often with feedback, expectations, upcoming events, etc. However, some would provide much less, which wasn’t necessarily a bad thing, it just required a different approach. With less client direction and hands-on involvement, there is more freedom to post what I saw as valuable to fans. This meant there were minimal approval processes, which meant there was always a lingering uncertainty.
Getting to experience both ends of the spectrum was extremely valuable. It taught me how to handle different types of clients. Another aspect of communication I have come to appreciate is working with a small team. LOOK truly treated me as one of their own and included me in a variety of tasks that I may not have been exposed to in a bigger team. This meant I could give my opinions and ideas on projects, participate in calls with multiple clients, and have real responsibility within the agency.
After talking to my friends who had been interning at large corporate organizations, I found it was rare for them to engage with their higher-ups. I am grateful to have had the chance to work closely with the founder and his expert team; at any point during the day, I could talk with Tim, ask questions, and gain insights on anything and everything. Ultimately, being able to communicate fluidly played a huge role in my ability to get the most out of my time as an intern.
Why LOOK Marketing
Interning at LOOK Marketing was an amazing experience. I was provided with the experience needed to grow professionally and personally. Working with a smaller team allowed me to take on real responsibilities under their direct guidance. I was able to ask questions frequently, make mistakes, and learn from the experience as a whole. Every member of the LOOK team provided valuable expertise. I know I was learning from some of the best digital marketing minds on the Space Coast.
Aside from my team, LOOK as a company is a cool place to work. LOOK has neat equipment like drones and SPX water cannons at our fingertips. Awesome clients like Sea-Doo, Evinrude, Wellcraft, and many more made this an intriguing experience especially with my interest in action sports. Not to mention LOOK Marketing also shoots its own content for client use, which I participated in. One shoot involved riding a Sea-Doo through the crystal-clear water of Silver Springs while drones flew overhead for Boating Magazine. My summer highlight with LOOK was a solo mission down to the Keys to deliver a Sea-Doo unit to be used in a shoot for Sea Ray boats. The highlight was pulling a Sea-Doo up onto a 3-million-dollar yacht, which I luckily accomplished first try.
Although my time with LOOK Marketing was short, everything I have learned here will stick with me. LOOK Marketing has provided me with valuable experience and a tremendous amount of new knowledge. It’s exciting to take the next steps in my education with this added knowledge.
Aug 16 2017
This summer LOOK Marketing’s event team produced four experiential marketing events in Texas for client Sea-Doo which resulted in highly successful demo rides and a very happy client. We’ve shared a few of our behind the scenes photos from one of the events held in Houston, Texas.
Jeremy, lead event specialist at LOOK Marketing, is prepping a customer for a demo ride on Sea-Doo‘s luxury watercraft, the GTX 300 at Team Mancuso Powersports.
Tim McKercher is seen here lending a helping hand in the very busy registration tent. McKercher, LOOK Marketing’s founder and events’ expert, spearheaded this event marketing and production project for Sea-Doo’s Texas demo rides.
Marc-Olivier, the Global Digital Marketing Coordinator for Sea-Doo, offering some pre-ride tips to this father and son duo onboard a 2017 WAKE 155 watercraft.
This group of riders had a blast trying out some of Sea-Doo’s most popular watercraft during the demo ride. They had a fun and memorable time on the water, and experienced what it would feel like to own a personal watercraft – and more importantly, a Sea-Doo watercraft! When ready to buy, these shoppers will certainly recall the awesome day on the water they spent riding Sea-Doo watercraft.
Jul 12 2017
Our Melbourne, Florida event marketing planning and production efforts reach across North America. With that it means our trucks, clients’ products and our event staff are put through logistical gauntlets. With all that travel come stories. The people, places, weather, and everything else that we encounter that are unexpected is what makes event marketing so unique… it’s all memorable. The event itself better be very memorable for the consumer in attendance but it’s the time in-between that’s so memorable for the teams putting the ‘show’ on the road.
LOOK produced a four event Test Ride Experience Tour in Texas for our longest standing client Sea-Doo watercraft. On the way from Florida to Texas our lead event specialist Jeremy Schandelmayer had to deal with driving one of our box trucks with vehicle trailer in tow through Tropical Storm Cindy. While that was thankfully uneventful, what he found on the other side of the storm, wandering aimlessly along the white line of Interstate 10, was memorable. A hitchhiker? Not in one of our event trucks. But there’s always an instance where an exception has to be made. After all, ‘event’ is the prefix to ‘eventful.’
LOOK at being memorable by being a good human.