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


Getting Ready for 2014: Watch Out for These 7 Events in Q1

By Julian Steinforth, Expedition PR


“Music-Gear-Expo” Credit: Merrick Ales (http://sxsw.com/press/images)

Here are some of the key events (sorted by date) that should be on your calendar for the first quarter of 2014. Remember how Oreo showed us that “you can still dunk in the dark” when the lights went out at the last Super Bowl? Even when you are not physically onsite, some of these events might be a good conversation starter and media angle for your company.

1. Consumer Electronics Show (CES), Jan. 7-10, 2014, Las Vegas

Hashtag: #CES2014

Now celebrating its 40th anniversary year, CES has been the launch pad for many world changing innovations. More than gathering 3,200 exhibitors and 152,000 attendees gather in Las Vegas for the latest innovation in consumer technologies. Check out the technology innovators key note series.

2. Sundance independent Film Festival, Jan. 16- 26, 2014, Park City, Utah

Hashtag: #sundance

Slightly ten years younger than CES, Sundance Film Festival continues to provide “a space for independent artists to explore their stories free from commercial and political pressures.” But don’t let this slogan fool you; there is lots of deal making and cool hunting going on during Sundance. The event attracts media from around the world and has large sponsors, i.e. HP and Chas. Sundance also has become a platform for address innovation of filmmaking and production – and that includes using tech and social media.

3. World Economic Forum in Davos, Jan. 2225, 2014,Davos, Switzerland

Hashtag: #WEF

More than 2,500 top business leaders, international political leaders, intellectuals and journalists attend this annual gathering to discuss the global state of the economy. This year’s motto is “The Reshaping of the World: Consequences for Politics, Business and Society.”  Sustainability has become a set agenda item. Every year, Corporate Knights reveals its list of the world’s most sustainable companies, known as the Global 100 during Davos.

Continue reading


Dogfish Accelerator Demo Day Lesson #1: Producing Film and New Media Content Starts With Audience Engagement

By Julian Steinforth, Expedition PR

Last Friday the Dogfish Accelerator Demo Day took place at the Microsoft Technology Center in New York City. For the very first time film production companies pitched their projects to the investment and entertainment community, taking a page from the tech industry playbook.

Dogfish Accelerator Demo Day 2013 in NYC

Dogfish Accelerator Demo Day 2013 in NYC

Inspired by the TechStars model, eight production teams presented 13 films, 3 marketing and distribution platforms, 2 multi channel networks, and ancillary streams of revenue including graphic novels, video games as well as a fashion line to more than 200 investors and media representatives at the Dogfish Accelerator Demo Day. The first cohort of the Dogfish Accelerator program was selected from 440 applications.

Dogfish Accelerator was founded by James Belfer and Michelle Soffen to help indie film producers think like startups. Belfer, who worked on several film productions with his company Dogfish Pictures, realized that the film industry needs to change.

“I experienced firsthand the many challenges the independent film industry faces,” stated Belfer in his opening remarks.  “The real issue isn’t that the times are tough, it’s that you can’t be disruptive without knocking down a few walls. Or without trying new investment and business models, testing new marketing and monetization strategies, or utilizing distribution opportunities across multiple platforms.”

The Dogfish Accelerator program offers seed financing, office space and access to resources to nurture companies that are willing to take the leap with a new model and change the industry.  More than 20 industry mentors, from financing to marketing, support the teams throughout the program and beyond. Continue reading


Mobile Takes the Lead: Mobile App Marketing Drives Reviews, Downloads, Industry Distinctions

By Katja Schroeder, Expedition PR

It’s easy to see that we’re living in a mobile world.  The Mobile Marketing Association just released their research indicating that mobile marketing is projected to represent more than $400 billion to the U.S. economy in two short years.

A recent Developer Economics report by Vision Mobile showed that developers who do not develop for iOS or Android generate about half the revenue of the developers who do.  Also, in the findings iOS emerged as the highest priority platform.

Expedition PR has been working closely with clients who develop and introduce pioneering mobile applications.

Most recently our client, Morton Subotnick’s Pitch Painter,  received a 2013 ON for Learning Award from Common Sense Media.  Pitch Painter was just one of 50 apps, games, and websites to receive the award celebrating the very best in kids’ digital media products.  We’re so pleased that Pitch Painter was recognized for its innovation and ingenuity.

Also, we’re proud of all of the work we’ve done for our clients in the mobile space, so to learn more about Expedition PR’s Mobile App Promotion Offerings, just check out our latest announcement.


Think in #Hashtags

By Katja Schroeder, Expedition PR

A common practice in media and messaging workshops is to develop a message house based on three pillars, with each pillar representing a core message.  The house always has a roof and the roof has room for a sentence that describes the company’s overall mission.  Putting a company’s mission into a single sentence is  not an easy exercise. A company has many dimensions and addresses a wide range of internal and external stakeholders. However, boiling down the message really helps to focus on the essential.

Stan-01-OpinionsWe can take this exercise even one step further. Today, a company’s mission needs to fit into a Tweet, 120 characters (not 140), that can be easily shared and re-tweeted. Ideally, you should think about your company’s mission in a hashtag format. What is it that your company wants to change? Express it in 1-3 words.

For example, we work with Seed&Spark, a crowd-funding and distribution startup exclusively for independent film. They use the hashtag #stayindiefilm or #filmcurious to communicate their mission of changing the independent film industry for the better.

For more ideas on how to communicate your company, take a look at our slideshow and download our eBook on “How to Prepare for Your First PR Push“.



Startups Get Serious: The First PR Push for the Company Launch

Free eBook Series Offers Help to Launch New Company


By Katja Schroeder, Expedition PR

Let’s start with some positive news. According to the Small Business Administration, there are more than 28 million small businesses in the United States, which employ half of America’s workforce.

Unfortunately, the not-so-good news is that stats published by SCORE reveal that one-third of these businesses fail within one year, and 70 percent go under by year five.  Some scary metrics for any budding entrepreneur.

Stan-07-ConclusionWhen starting a busy, it is easy to get caught up in product development and operations, and forget about marketing. However, marketing should be a critical element in your business plan to launch – and grow the business.

It’s time to stay focused and utilize tried and true strategies in your Marketing Communications efforts.

To help small business owners, Expedition PR is offering a free Startup Series eBook “How to Prepare for your First PR Push.”   In this eBook you’ll learn how to navigate five stepping stones on the path of your first PR push. Continue reading