Year: 2013

Attention Tech Companies: DO NOT – I repeat – DO NOT Launch at SXSW

Posted on | by Ketner Group

This blog post is reposted from Laura Beck’s shirtshorts blog. See Laura’s awesome fan-wear business at stripedshirt.com. Also, check out what Ketner Group has to say about SXSWi on our Be Spectacled page.

After 18+ years working for PR agencies, Laura Beck is focused on independent marketing and PR consulting as well as running her own commerce business, www.stripedshirt.com. Until May 2010, she ran the Austin Texas office of Porter Novelli for nearly 10 years.

 

I’m not kidding this just happened to me: this morning, last day of SXSW Interactive 2012, I get an urgent plea from a friend helping a friend who’s “PR firm dropped the ball” b/c the client was ticked no one wrote about them yet, and they needed to call in some favors, get some coverage. This client launched at SXSW (and I’m not making this up): a Smartphone app that’s a free mobile guide for events, complete with location based mapping and social media integration. iPhone only now, but coming soon for iPad, Android.

SERIOUSLY? You and about 2,000 other companies.

This one, is irritated with their PR people for not getting them enough coverage, especially after they got 50 requests for beta day 1. 50??? SXSW attracts over 20,000 tech people. 50? You are but a speck of sand on the beach, in so many ways.

Now, I feel for this PR person or firm, but really, ultimately, it’s their own fault, and here’s where this public service announcement blog post come in handy. Read it, believe it, remember it, and PLEASE please preach it from now on, for all the rest of us PR folks, and the press and bloggers, and the betterment of the tech companies of today and tomorrow.

DO NOT Launch at SXSW

The odds of you “being the next Twitter” are slim to none. And remember, that big moment for Twitter at SXSW 2007 wasn’t its launch anyway. Jack sent the first tweet a full year earlier. SXSW 2007 is just when that “hockey stick moment” happened for Twitter and everyone has been trying to replicate that magic ever since. YOU CANNOT. It was MAGIC. This stuff sometimes happens at SX, often times does not.

Last year, you could argue Group.me and Uber were the buzz, but holy cow they put the money down to do so, whether hundreds of free grilled cheese sandwiches or branding every pedi cab in town. This year, this sweet delusional mobile apps company is competing against Amex launching Sync with freaking JAY Z. Seriously? How can anyone compete with that?

So, again, DO NOT LAUNCH AT SXSW. Or at least do not come expecting traditional PR, press and blogger meetings or coverage. Just do us a favor, and do not come here with those unrealistic expectations that kill us all.

But come! SXSW is an amazing 10 days, 5 (or more) of just us tech folks. There are 20,000 people here, and over 2,000 of em are press, bloggers, influencers. And they are here to meet, and talk, and network. BUT NOT TO BE PITCHED, not to commit to a sit down briefing or meeting.

They come once a year to Austin to put faces with names, meet the companies they covered last year, get their research in for companies to cover in the future, LEARN, and network. They want to spend time with the tech community, with each other.

They will not commit to time with you or make a packed schedule (or shouldn’t) because at SXSW, you don’t know what’s coming at you when. You need to be fluid and flexible, and go with what happens. Enjoy the ride.

So PR people, please counsel your clients. And companies listen and learn. COME to SXSW, use it as an opportunity to talk to anyone and everyone about what you are up to, what you care about, and LISTEN to what they care about too. Talk with the masses, and tell them about your company, your apps, your tools, your location based social discovery smart phone apps. Do take advantage of the feeding frenzy that is 20,000 people combing the streets of Austin as awareness building, branding, marketing, stunts.

Enjoy the ride and that it is so crazy. Do not torture your PR person asking where “so and so” is, and why “such and such” didn’t agree to a meeting. Do not come here thinking you are the next Twitter, or Amex Sync. Just come, and enjoy the experience, and respect the rest of us (including the press and analysts) doing the same. With the influencers, meet them, let them know you love their writing or read their story last week. Build relationships that will last you your tech life time. But don’t pitch them or ask them for anything. Not this week.

I have done SXSW now since 2004. I have seen the show grow like crazy. I still love it. But maybe that’s because I play it right. Along with friends, I created an event each night for a smaller group of people, including national – and local – press, bloggers, analysts, influencers, VIPs where you can go to just talk with people, hang out, catch up. A “no pitch zone.” I do the same at any other events I hit, I enjoy the moment, don’t party hop or try to catch Leo or Tobey. I don’t look over my shoulder the entire time I’m talking with someone to see if anyone better is there. And I decline any PR project that comes my way that involves “launching at SXSW.” I have a lot of press friends who I hope respect and like me, because I will NOT call in favors or abuse their time here at SXSW (or anytime).

Please keep this blog URL, PR peeps and tech entrepreneurs, because I promise, if you’ve gotten to the bottom and agree with me, you’ll forget by SXSW 2013. Or you’ll talk with someone who doesn’t know, hasn’t been here, and will need this advice. It’s easy to get caught in the glamour of imaging you doing the PR for the next Twitter, being the “Next Big Thing At SXSW.” But those odds are very slim, rare and Magic! DO NOT Launch at SXSW. Rather, just come and enjoy the experience. It’ll serve you way better in the future, and over the crazy 5 days we live every March.

Viral Videos, Marathoning & Some Small Biz Love for Austin

Posted on | by Ketner Group

Wherein I ramble about current events, keeping Austin weird, the latest memes and TV marathons

Sometimes news is absolutely shocking—like the time the president of the United States admitted to the public that he kept his Multiple Sclerosis a secret for seven years. Whoops—that’s all the West Wing I’ve been watching.* Um, for a real example… I nominate the news that broke on Valentine’s Day that a beloved South African Paralympic champion allegedly murdered his model girlfriend. The New York Times headline announced “a nation reels…,” and I don’t doubt it.

Photo courtesy of Outhouse Designs

But sometimes news is anything but shocking—say, last week when The Business Journals named Austin the best city in the U.S. for small business growth.

It’s hardly surprising that a city with such an obviously entrepreneurial spirit, evident down every street lined with local and independent restaurants and boutiques, should earn such an accolade. I maintain that you never have to eat somewhere twice in Austin, nor step foot in a chain, unless you want to. Austin has more pro-local loyalty cards than you can shake a stick at (Go Local, GoodyBag, LOCALoyalty and Belly, to name a few), and its thriving local business community is represented by the well-respected Austin Independence Business Alliance, who’s been Keeping Austin Weird for years. The confirmation that Austin’s independent spirit is alive and well even post-recession is just one more reason to love and be proud of our great city of Austin. Ketner Group is a small business itself, and we could not be happier to be part of the flourishing small business community in Austin, Texas.

But KG and the Business Journals are not the only ones loving on Austin lately. BuzzFeed’s “50 Sure Signs that Texas is Actually Utopia” list went viral last week (at least among Texans), and more than a few folks thought BuzzFeed missed the mark just a little, rewriting the list on behalf of Austin specifically (I side with the proponents of Austin).

Lastly, and just because KG is über cool and to prove my point that Austin really is the most awesome city for small businesses and humans alike, I present the latest viral video done right: the Harlem Shake on the Main Mall at the University of Texas at Austin.

BIGGEST Harlem Shake (University of Texas at Austin) Original

(Confession: I’m not so cool as to really “get” the whole Harlem Shake thing, I’m just cool enough to know it exists, and I’m ok with that.)

*The New York Times just wrote an interesting (and quick!) read on Americans’ new proclivity, thanks to the availability of DVD box sets and streaming sites like Netflix and Hulu, to watch entire seasons or series of TV shows in marathon bursts, and how this trend is changing the way TV shows are developed and distributed. I can’t believe I personally was not interviewed for that story. My “TV bingeing” resume includes Sopranos, Greek, The Wire, Big Love, The X Files and West Wing.

Mobile POS: Breaking down barriers

Posted on | by Ketner Group

Fixed till points and long queues are soon to become a thing of the past, according to BT, as mobiles and tablets become a ‘normal’ part of the shopping experience. Mobile technologies are increasingly being used in retail to simplify and enhance the in-store experience, and to bridge the gap between online and offline. Mobile POS solutions, in particular, are enabling forward-thinking retailers to provide a more personalized experience on the shop floor that strengthens customer satisfaction and loyalty.

Social Media Scores as an Effective Marketing Tool

Posted on | by Catherine Seeds
super-bowl-social-media
Image courtesy of Branding Magazine

Super Bowl XLVII Shines in the Dark: Social Media Scores as an Effective Marketing Tool

Here is a statistic that will blow you away: According to a study from the Mobile Marketing Association and Session M, during the Super Bowl, a whopping 91% of viewers used their mobile devices during the commercial breaks!

After hearing this, one thing is for sure – we love our mobile phones as much as, or even more, than my three-year old son loves his special security “blankie.” Speaking from personal experience, when it comes to any highly-anticipated sporting event or celebrity-fueled telecast (such as the upcoming Academy Awards), my iPhone is never too far away. My need for instant gratification and social connection leads me to constantly check out what my friends are saying on Facebook and to make my own witty comments about the details of the event.

We all know that the Super Bowl commercials have become just as important to the overall event experience as the game itself, especially now with the saturation of mobile devices and social media. Brand marketers and advertisers have certainly stepped up their digital media game in recent years, and last Sunday was no exception. A few highlights:

Instant Advertising through Social Media
After the Super Dome lost power at the beginning of the third quarter, the quick-thinking team at digital ad agency, 360i, posted a picture of an Oreo cookie on Twitter with the tagline “You can still dunk in the dark,” moving from concept to posting in five minutes. Raise your hand if you were craving some Oreos and milk after seeing that posting! The ad became a viral hit, retweeted more than 15,000 times in the first 14 hours. Other brands tried to take advantage of the 34-minute game delay through Twitter, including Calvin Klein, Tide and Volkswagen – but none of them seemed to have the same affect that the Oreo ad did.

Online Contests and Customer Interactions: A New Focus on Online Integrated Marketing
While watching the commercials, I noticed that many brands developed advertisements that directed viewers to their websites for a more interactive experience. Coca-Cola held an online poll to vote for the ending of its commercial, asking viewers to select which one of the three groups in the ad (cowboys, showgirls and badlanders) would win a race across the desert to reach a bottle of Coke.  Oreo again received rave reviews for their commercial that asked viewers to vote, via Instagram, whether they preferred the cookie or the cream part of the Oreo. After the cookie vs. cream campaign, Oreo gained more than 50,000 followers on Instagram.

The TV spot for CBS’ new show, Under the Dome, directed its viewers to visit www.UndertheDome.com

and enter your address to see what your home would look like under an actual dome. I did this and saw my house under a dome similar to what was shown on the commercial. I really don’t know what the show is all about, but the TV spot left an impression on me so I will probably check out the first episode.

Overall, the notion of online integrated marketing seemed to resonate with Super Bowl viewers. According to social marketing solutions provider, SocialCode, brands that advertised during the big game saw Facebook fan increases 2.7 times higher than non-advertisers, when compared with previous fan growth.

The Second Screen Super Bowl Wins
Super Bowl XLVII has been deemed the “Second Screen Super Bowl” meaning that CBSSports.com, for the first in Super Bowl history, provided a digital live stream of the game, as well as all of the TV ads and the halftime performance. This second screen experience gave fans new ways to interact with the big game and generate as much as $10 to $12 million for CBS.

What were some of your highlights from Super Bowl XLVII? Any forecasts for how NBC might try to checkmate CBS on the digital media front during the 2014 Winter Games? 

Originally posted on Digby’s blog, The Mobile Retail Blog by Catherine Seeds

Big Time

Posted on | by Ketner Group

Stocking the latest styles can be a challenge for any clothing retailer — but it’s even more so when your clientele is defined by big and tall sizes.

Casual Male Retail Group has been providing clothes for big and tall American men for more than 35 years. While big and tall has been a part of the U.S. clothing market for decades, most retailers cater to this cohort primarily by focusing on size over style. After acquiring big and tall chain Rochester Clothing in 2004, Casual Male expanded its inventory of styles: The company recently debuted Destination XL, a larger-footprint store focusing on a wider selection of inventory and styles, and is in the process of consolidating its 400-plus smaller stores into nearly 250 stores.

Gravitant Enhances Cloud Governance Capabilities

Posted on | by Ketner Group

Gravitant has announced enhancements coming this month to its award winning cloudMatrix cloud brokerage and management platform:

Continuous cloud asset discovery and sync (starting with Amazon Web Services today with additional providers added over time), which enhances internal governance capabilities to discover and control shadow I.T. and provide alternate sourcing options.

Vine: The New Social Sensation?

Posted on | by Ketner Group

VineWell we’ve just begun 2013 and a starlet app has already hit the social scene. Vine is the new kid on the block everyone is talking about – could it be the next big thing in social sharing? It’s still too early to tell, but the mobile technology industry seems to think this Twitter spinoff has a pretty good shot.

Vine is a video creation platform designed to let users record 6-second video clips or GIF-like spots and share them to the social sphere. After its January 2013 release by Twitter, the industry hype surrounding the app has been on the rise. Other social video products, like SocialCam and Viddy, have been circulating the mobile sharing community as early as 2011. These platforms gained momentum rapidly, but after the launch of the social media giant’s own video app, the chances of survival have dwindled drastically. Viddy has experienced the most significant blow to followers and finances after supposedly turning down a buyout by the very company that is putting it out of business.

Brands like Trident and Wheat Thins have already jumped on the Vine train, and more companies are on their way to implementing the new social feature on Twitter. While the video application offers a unique outlet to not only promote products and services, Vine does come with bugs and burdens as new platforms typically do. Some non-Apple mobile devices have seen difficulty viewing the clips and other issues involve the inappropriate or unintended use of Vine for explicit content. Vine has its concerns, but the possibilities for future use are potentially endless. Specifically, the entertainment industry is interested to see how this new face of social sharing will impact music marketing.

So will Vine become another addition to the list of failed “Instagram for video” platforms, or will this new app see a consistent following in the coming months? Only time will tell, but KG looks forward to observing the role Vine will play at the fast-approaching SXSW Interactive Festival!

KG Clients Make Big News at NRF: Retail’s Biggest Week in Review

Posted on | by Ketner Group

The biggest week in retail has come and gone, but let’s not leave NRF behind so quickly! KG had a great time at the trade show and we were thrilled to see our clients making some big news. Take a look at a few of the top clips from NRF this year!

CrossView
Forbes – No Jamba Juice Line For You: iPhone That Order In With PayPal

Digby
CNBC.com – How Mobile Technology Is Revolutionizing In-Store Shopping

Predictix
Supply Chain Shaman – The BIG Show: Clouds of Sensors and Sensing
RIS News – Best of NRF 2013: Top 10 Takeaways
Chain Store Age – Retailer Tech Deployments in the Spotlight at NRF

Profitect
Apparel – Going to NRF’s Big Show
RIS News – Best of NRF 2013: Top 10 Takeaways

Ketner Group had quite a year at NRF 2013 and now we can only hope to make the next round even more successful. Until NRF 2014!

Best of NRF 2013: Top 10 Takeaways

Posted on | by Ketner Group

RIS News summarizes the top 10 takeaways from the National Retail Federation’s 2013 BIG Show.

#1: Walmart to Boost U.S.-Made Product Purchases by $50B, Commits to Hiring Veterans
#2: Chico’s Reveals Innovative Item-Level RFID Use Cases
#3: SuperSaturday Analyst Day Builds Momentum
#4: Four Magic Words: Rock & Roll Retail
#5: Macy’s Mobile App Improvements Grow User Base 19%
#6: Amazon’s Bezos, Crocs, Lululemon Honored by NRF
#7:  IT Forecast for 2013: Mobility Still Gaining Momentum
#8: Key Retail Technology Deployments
#9: Major New Technology Announcements at NRF
#10: A&P, John Lewis, O’Reilly Auto Parts Reveal Success Strategies

How Mobile Technology Is Revolutionizing In-Store Shopping

Posted on | by Ketner Group

There’s mobile technology-driven change brewing in the way you shop in brick-and-mortar stores.

Disappearing are the days when you walked in and headed blindly for the sales section; or located a much needed item then headed straight for the checkout counter. Retailers from Bed, Bath & Beyond to RadioShack are investing in new e-commerce technology that encourages consumers — often with smartphones in hand — to shop strategically for deals inside physical stores.