Cam Newton was a Super Bowl 50 loser on the field and he earns a Media Training Minute grade of F for walking out on his post game press conference. After a successful year on the field and off the field building his brand, will this hurt his marketability long term? What can communicators and marketers learn about dealing with the media and preparing your spokesperson for tough interviews.
The Broncos weren’t the only winners over Super Bowl weekend. Who won the Super Bowl ad pre-game show? Doug Simon, President & CEO of D S Simon Media, provides insights into the celebrity spots that were most shared before the game featuring Drake, Ryan Reynolds, Alec Baldwin and Chris Martin of Coldplay for T-Mobile, Hyundai, Amazon and Pepsi.
Other big winners who weren’t on the field? NFL players Antonio Brown of the Steelers, Colts Punter Pat McAfee and former Seahawks long snapper Nate Boyer all set Guinness World Record records that were broadcast on NFL Network. Attempting to set a Guinness World Record is a fantastic way to get exposure for your client and the opportunity has just gotten better.
D S Simon Media and Guinness World Records have partnered on a joint marketing initiative to maximize media coverage of record breaking attempts.
You don’t need a five million dollar commercial budget to create Super Bowl buzz. Smart marketers need to leverage the pre-game buzz of the game to amplify their campaign’s message. There is no better starting point than the spokesperson you pick and how their authenticity cuts through all the media clutter.
Mike Bako, D S Simon Media’s Marketing Director, provides insight into two recent Super Bowl campaigns executed by D S Simon featuring retired NFL Hall of Famer and prostate cancer survivor, Michael Haynes, and retired NFL player, former Travel Channel host, and food enthusiast Dhani Jones.
Big names might be appealing, but a spokesperson should not just be a hired gun who has no connection to the campaign or cause. Media and consumers are more sophisticated than ever and can see right through an athlete or celebrity just looking to cash a paycheck. Real connections and experiences with the product or cause will help your message resonate with the media and consumers.
Another tactic to create buzz is to release your commercial spot before the big game. Brands that have done this have created pre-game buzz and have benefited from the sharing of the spots on social channels.
Four of the top ten most shared spots have featured a celebrity spokesperson:
4) T-Mobile – Restricted Bling
Total Shares – 115,168
7) Hyundai – Ryanville
Total shares: 49,215
Celebrity: Ryan Reynolds
8) Amazon.com – Cheese Footballs #BaldwinBowl
Total shares: 47,448
Celebrity: Alec Baldwin
10) Pepsi – The Rumors Are True: Coldplay is our first #PepsiHalfTime Artist
Total shares: 40,535
December 2rd 2015
Celebrity: Chris Martin
Let us know if you are interested in our guide to picking a spokesperson. Email: MikeB@dssimon.com
Over the years GUINNESS WORLD RECORDS™ has been witness to some of the most impressive and awe-inspiring record attempts by organizations around the world. Could your campaign be next?
Guinness World Records and D S Simon Media are excited to announce a joint marketing initiative to help organizations and brands utilize video and digital distribution for record-breaking attempts.
Peter Harper, SVP Americas, Guinness World Records and Doug Simon, President & CEO of D S Simon Media discuss how the joint marketing initiative will help brands and organizations looking to amplify their record-breaking message across broadcast and social platforms.
Contact your D S Simon Media representative or email GWR@dssimon.com to find out how we can bring your Guinness World record attempt to life.
Doug Simon, President & CEO of D S Simon Media, appeared at the Tri-State Vistage Executive Summit hosted in Brooklyn, NY to discuss communications strategies that can help an organization grow their bottom line and help make their CEO an industry thought leader.
*The five common mistakes CEOs make that undermine the brand.
*The best ways to build a thought leadership reputation in your industry featuring the CEO and top leaders that build your client base and relationships with key partners.
*Top tips to avoid blowing money on your communications plan–so effective they’ve been trademarked by the U.S. Government.
*Three things you need to do first thing tomorrow to make sure you are on the right path.
We wanted to wish you Happy Holidays and offer thanks to our clients, partners and friends who supported us in 2015. It’s been our tradition that we express this thanks by contributing to causes our employees are actively engaged in.
All the best in 2016.
Here are some of the organizations D S Simon Media supports on behalf of our employees.
Doug Simon, President & CEO of D S Simon Media, appears with Donna Anselmo on Bold Talk Business Radio, to discuss media and public relations strategies for business owners. They also discuss the findings of the D S Simon Media Influencers Report and how business owners can utilize the findings to increase share of voice in their industry and drive revenue.
If you would like to download a copy of the report please click here.
Michael Smart, Media Pitch PR Coach, of Michael Smart PR joins Doug Simon to discuss the value of using video during your media outreach efforts, changes in the way journalists accept produced video, and the findings of the D S Simon Media Influencers Report.
If you would like to download a copy of the report please click here.
Michael Smart on the value of earned media:
“You get much more of a credibility boost when it’s earned rather than paid.”
“Links are way more valuable than the traffic they send back to you site or your video. The higher value comes in the message they send to Google and the other search engines that NYtimes.com or mashable.com, a very trusted URL in Google’s mind; that this site values this content, so that’s a key signal to serve it up higher when we do our Google searches.”
“The act of creating social media helps PR people strip out the bad habits that were beat into us when writing news releases for the wire, when we can write a Facebook post or tweet in the same voice we use for our personal feeds.”
Michael Smart’s biggest takeaway from the Media Influencers Report:
“The dominant majority of media outlets that will accept outside produced video. That’s a relatively new phenomenon. When I was a newspaper reporter, we couldn’t even accept a still photograph that we didn’t shoot and that was only 15 years ago.”
“Folks (journalists) will be receptive to stuff we produce, so long as we disclose it right, which is another one of your key findings. It should be really empowering to a lot PR Pros.”
Doug Simon, President & CEO, of D S Simon, offers analysis on the most common mistakes CEOs make when it comes to communications.
The three problem areas:
Don’t assume you can have total control over media coverage or that the media cares about your self-serving story. Don’t assume you can have zero engagement and then be trusted when you have to speak during a crisis or make a significant announcement.
Failing to align your internal and external communications A huge mistake is not taking ownership of what is communicated internally or being authentic in this communication. The vacuum will be filled and given the power of social media, your employees can become a negative force when not engaged.
Strategy: plan execution and logistics. This is the area where CEOs create the most problems. Here’s a sample:
* Not connecting PR to business objectives
* Not defining the CEO role in the plan
* Ego issues
* Failing to utilize video effectively–video feeds social media
* Wasting money on resources you don’t know or trust
* Failing to engage early when you have to sign off on the final plan (This is demotivating).
“There is no doubt that communications drives success in an organization.”
“Each CEO is going to be different. They are going to have their individual styles and individual approaches. They are going to drive communications differently. The CEO’s who understand communications are going to be successful in driving business.”
“Something that is not often thought about early in the process is making sure that you have alignment in your organization. Making sure that people understand where you as a leader see the organization going, what your priorities are, what the strategies are, and getting people aligned behind you. The single most important thing that communications can do inside that company is driving that alignment.”
“Each CEO is going to view (communications) differently, they are going to approach it differently, they are going to structure communications differently. It will be very much based on their own individual approach.”
“Different CEO’s have different strengths. Some are good with investors and financial analysts, some are good with customers, some are good with employees. They (CEO’s) need to go with their strengths. They also need to keep all their constituencies in mind. Working from the inside out is the most important thing of all.”