3 Common Mistakes Marketers Make When Trying To Make Their Campaign Go Viral

By Julian Steinforth, Expedition PR

Photo: Markus Spiske

Photo: Markus Spiske

There is not shortage of articles that offer advice on how to create marketing content that can go viral. However, nobody can tell you for sure what mechanism works behind the phenomenon of viral campaigns: content that gets shared and commented on by millions of people worldwide.

The foundation of inbound marketing is simple: companies need to involve their audience in the creation process. David Spitz writes in his recent article for the Harvard Business Review that we need to change our thinking and ask ourselves “Who are the multipliers we are trying to reach with this campaign?” instead of “How can I make my content go viral?” For a B2B marketer aiming for a “viral” campaign could be even ineffective and a waste of marketing budget, since almost every viral content is targeting the mass market. Social media platforms have become the main source of content discovery and a major channel for audience engagement. Continue reading


These Social Media Marketing Campaigns Scored Gold During The FIFA World Cup (Part II)

By Julian Steinforth, Expedition PR

World CUp Hummels SchachThe first part of the article on how the FIFA World Cup was breaking new records for social media marketing discussed the level of social media activities on Twitter, Facebook, and Instagram, among others, as well as the type of content that was shared by millions of soccer fans around the world.

The second part takes a look at some of the brands that had successful marketing campaigns during the World Cup, getting fans engaged about sportswear and solar power.

Let’s start with adidas, a designer and manufacturer of sports apparel and shoes, and one of the official World Cup sponsors. About 100 athletes that participated in the World Cup had a signed sponsorship contract with adidas. The company had created a “Content Bible” of 1,000 images and 160 videos that the social media marketing could use during the Games to feature the players and tailor messages based on game outcomes. The result, over 1.6 million tweets, retweets and replies mentioned the brand during the first weeks of the tournament. The company’s YouTube audience also doubled, with more than 200,000 new subscribers since the Games started.  By showing 4 to 5 YouTube videos a day adidas gained 90.3 million views for their World Cup videos in total.

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The 2014 FIFA World Cup Is Writing Social Media History

By Julian Steinforth, Expedition PR

neymar-for-beats-by-dre-256x300This Saturday the FIFA World Cup 2014 enters its second stage with the round of sixteen. Long before the finals, the World Cup has already set a world record. The games have become the biggest social media event ever, according to a report by The Wall Street Journal that references statistics from Facebook and Twitter.

– A total of 141 million users posted 459 million interactions on Facebook during the first week of the World Cup, which is more people posting than during this year’s Super Bowl, the Oscars and the Sochi Winter Olympics combined.
– With 12.2 million tweets during the World Cup opening game and eight million tweets during the U.S. game against Portugal the World Cup is trending on Twitter. Athletes and fans from across the world are tweeting, retweeting and sharing content.

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8 Must-Have PR & Marketing Assets For Your Product Launch

By Katja Schroeder, Expedition PR


check_list_greenYour product is ready to be revealed. You are planning a targeted PR and marketing campaign to get it off the ground with the right positioning. Take a look at our check list of marketing and PR essentials that you should have in place for the launch.


1. Corporate backgrounder: Prepare a 1-2 page document that describes your company and the value proposition of your product in simple language. Keep executive bios as add-ons on file to show the strengths of the management team.
2. Visuals: Pictures and videos are the most shared content. Prepare screen shots (high res and low res) that can be shared with the media and via social media channels.
3. Product demo: If you can see it, you believe it. A short product demo video can win reporters – and potential customers over – in less than 2 minutes.
4. Key words: Identify the 3 top key words that you want to own. Those key words should be represented in all your media materials, product brochures, social media posts and website text.

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8 Tips on How to Get Market Visibility on a Shoestring Budget as a Startup

by Katja Schroeder, Expedition PR

Startup New Business Project With Rocket Image Development And LAs a startup, chances are that you only have a limited budget for your marketing program. However, getting market visibility is crucial to your business success. How can you compete against large companies with vast marketing resources? Public relations can be a powerful and efficient tool to reach your customers, if used smartly. While you might not have the same marketing budget as your competitor, your advantage will be speed and focus. Following are eight PR and marketing tips to get your company on the map.

1. Focus on key influencer network: Scan the media, the blogosphere, social media and industry events to identify the top 15-20 influencers in your sector (media, analysts, academics, etc.).
2. Compile corporate quick facts: Develop a one-page backgrounder on your business:  who you are, and what you offer to whom.  Include third party validation, such as awards and market stats, as available. Turn technical language into simple words that clearly explain the business value of your product or services. If your grandmother can understand your description, you’re good to go. Post it on your site and social media platforms like LinkedIn and Google+.
3. Include key words in press materials.  Make a list of your top 10 key words. Use GoogleAdwords’ search-based keyword tool to find the right key words that improve your search engine pick up and website traffic. Use those key words consistently in your website and press materials and as tags.

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A Few Tips to Start Your Crowdfunding Campaign

By Julian Steinforth, Expedition PR


Crowd Funding Button.

Crowd Funding

To find out more about crowdfunding best practices, I recently attended the webinar “Learnings from Crowdfunding” with and the author Johanna Lehmann, author of “How to Love San Francisco” who is currently running her own campaign on Indiegogo. The webinar was hosted by EFactor Webinar.

Here is a quick recap of what companies should do to run a successful crowdfunding campaign.

A successful crowdfunding campaign needs planning in advance. There are three different stages that you have to consider, I) activities before the campaign II) activities during the campaign and III) activities after the campaign.


 I. Before the campaign

To ensure coverage of your crowdfunding campaign, start engaging with bloggers, reporters and journalists before you launch the campaign. Similarly, you need to build your social media channels prior to the campaign in order to have the reach to create some buzz at the launch. Facebook and Twitter are both highly effective channels for promoting a crowdfunding campaign. Invest some time – and maybe even some money – in your video. The funding community will most likely decide if they want to support you while watching the video. If they don’t like your video, they probably won’t even read the campaign’s summary. Also use crowdfunding platforms such as Kickstarter or Indiegogo and if your campaign is film related we suggest Seed&Spark. People trust those platforms.

 II. During the campaign

Don’t aim too high for your financial campaign goal. You can run a series of crowdfunding campaigns; which means that you launch your first crowdfunding campaign to collect, for example, money for your prototype. In a second campaign you collect money for marketing activities. Remember that 30% of the donations will most likely be from friends and family. So make sure they know about your project first and contribute early on. This initial interest will encourage others to follow suit.

Your campaign summary should be as visual as possible; try to be emotional and give your campaign a personal touch. Do not use “Please guys, I need your help” sentences. Instead tell them why they should support you and what value you are bringing to them.

Try to offer exclusive or limited perks in your campaign. Don’t offer more than nine different perks. Also, think about cross marketing – is there another crowdfunding project with which you can exchange perks? Are there companies or friends you can partner with to offer exclusive perks?

To support the first days of your campaign organize a launch party for friends and family a day before you officially launch your crowdfunding campaign. Invite them for brunch, dinner or a glass of champaign and make sure they will support you during the first days after your launch. Put some thoughts in finding the right day for the launch of your campaign – usually Wednesdays and Thursdays are the best days for crowdfunding launches. Schedule your campaign during a week in which YOU are not too busy, as running a crowdfunding campaign takes time. You will be busy promoting the campaign via social media, e- mail and phone calls.

After your campaign started, update your campaign about three times a week. Add new photos, introduce new perks or update the video and summery text.

III. After the campaign

If you were successful – good for you! But the work is not over yet. Make sure to thank everybody, send out the perks, and let them know what you are using the money for.  Stay in touch with your supporters. Think about what worked well, and what can work better next time. For example, what channel was the most successful to attract supporters?  What perks were the most popular? Chances are, you’ll be running another crowdfunding campaign, and you can perfect the art of running a crowdfunding campaign with every time.


3 Marketing & PR Practices that Startups and Small Businesses Can Adapt from Large Corporations

By Julian Steinforth, Expedition PR


This Or That Way Directions On A SignpostIn many ways large companies and startups organizations have a different business culture, level of bureaucracy and organizational structure. They also have different pain points. While startups and small businesses are struggling with a limited budget and lack of in-house expertise, large organizations often have an abundance of resources but suffer from an absence of flexibility and innovation. Albeit resources are not the same, startups can adapt some nifty corporate PR and marketing practices that can work for them. Here are three winning communications practices that can lay the foundations for a successful communications strategy – even on a shoestring budget.

1.Base your brand communications on a simple, but powerful key message: You have to identify the value that you contribute to your customers and transfer it to a clear and simple message that all of your customers and other stakeholders, such as investors and partners, can understand and relate to. Do not communicate the whole facet of offers that you might have, because this leads to confusion on the customer’s side. A simple and appealing key message is the foundation to build a strong brand over time.

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Social Media and Data Analytics are Main Ingredients for Good Restaurant Marketing Recipes


Case Study: The Opening of Falansai Vietnamese Kitchen

By Katja Schroeder, Expedition PR


One of the industries that technology is changing dramatically for the better is the food and restaurant business. Technology spurred the creation of new types of food services and is helping restaurants with their operations and marketing. There is a food tech boom in New York and many of the new food companies are based in Brooklyn. Crain’s New York reported that investors have a huge appetite for Brooklyn food startups. The on-demand dining industry is growing, driven by new types of companies that help consumers prepare gourmet meals at home with home-delivered packages that include ingredients and recipes or help consumers purchase fresh produce and organic products via the Web. Examples are Plated, Blue Apron, Kitchensurfing, Food52, Wholeshare and Farmigo.

But also the traditional restaurant industry is using technology from point-of-sales (POS) systems, online reservation and delivery services as well as social media marketing.

Brooklyn Based Named Falansai Among the Best New Restaurants in 2013

Brooklyn Based Named Falansai Among the Best New Restaurants in 2013

Thus, we were very excited to be brought on board to execute an integrated marketing program for the opening of Falansai Vietnamese Kitchen (pronounced faa-laan-sai) in Brooklyn, New York. Continue reading


For Marketers, The Game For Winning Super Bowl Audiences Plays On YouTube

By Julian Steinforth, Expedition PR

Frito- Lay’s Doritos “Crash the Super Bowl” challenge - www.doritos.com

Frito- Lay’s Doritos “Crash the Super Bowl” challenge – www.doritos.com

With more than 111 million viewers glued to the TV, traditionally the Super Bowl has been the launch pad for the year’s most exciting TV ads. But today TV is not the only star of a successful Super Bowl marketing campaign. Weeks prior to the game kick-off, marketers start drumming up excitement and even crowdsource content from audiences for their campaigns on YouTube. While the Super Bowls draws millions of viewers on game day, YouTube engages more than 1 billion unique users each month.  According to ComScore, people are willing to spend 2.7 minutes watching an online video.

Last year Mashable published a YouTube report stating that Super Bowl ads shown before the Big Game generate 600 percent more views. Ads (including teasers) related to the game were viewed more than 66 million times on YouTube prior to Super Bowl Sunday.

Some brands launched campaigns that engaged the audience prior to the game. One example is Frito-Lay’s Doritos brand and its “Crash the Super Bowl” campaign that airs multiple ads that were sourced and selected by fans.

The idea behind Frito- Lay’s Doritos hosted “Crash the Super Bowl” challenge is that fans can submit commercials and the online community votes which spot will be shown during the next Super Bowl. Next to the fan pick a second spot is picked by the company’s marketing board. To be able to vote for one of the spots, users need to connect with their Facebook profile and spread the video on social media. Last year’s popular vote winners – “Goat 4 Sale”, “Fashionista Daddy” and “Road Chip” – were aired during the Super Bowl and got rave reviews by fans and critics alike. Continue reading


Don’t Be Afraid to Re-Evaluate Your 2014 PR Planning After Q1

Katja Schroeder, Expedition PR

2014 is now in full swing. Your 2014 communications goals are set, your strategy vetted, and the program started like clockwork. You are on track for a successful first quarter.

Communications Programs Need a Quarterly Review to Ensure a Tight Alignment with the Business Strategy

Communications Programs Need a Quarterly Review to Ensure a Tight Alignment with the Business Strategy

But what happens after the end of March? Business strategies change throughout the year and are often altering a company’s communications platforms and priorities.

While dealing with the unexpected has become a daily routine for communications professionals, it does not mean that executing communications plans has become a thing of the past. On the contrary, a fast changing business environment just changed the communications planning cycle.

Like financial and sustainability reporting, communications programs need to be re-assessed on a quarterly basis to stay aligned with the business and the news cycle.

Expedition PR offers instant access to senior PR counsel. We can help to review PR programs on a quarterly basis to keep it aligned with the business strategy and help achieve department goals.   

You can book consulting services on demand directly via our website by following this link.