VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
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Doug Simon (@DSSimonDoug), CEO of D S Simon Media spoke with David French (@GoParks), SVP of Marketing, Communications & Corporate Partnerships at The National Park Service during The Corporate Anniversary Forum about their groundbreaking centennial anniversary celebration and how they leveraged partnerships to spread their message.
Some of David’s VlogViews:
“Our objective with our centennial anniversary was not only to have a birthday party and honor the great 100 year legacy of America’s national parks but also to engage the next generation of visitors, advocates and supporters. For us it was really about setting the trajectory for the national parks for the next 100 years and extending an invitation for all Americans especially our youngest ones to be part of that.”
“My biggest motto is never be afraid to ask. You would be surprised at the number of partners that you might find in all areas and sectors…We’re not doing a big media buy. We’re asking for a lot of partners to get behind it, share the message that is why it’s really more of a movement.”
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Doug Simon (@DSSimonDoug) , CEO and Owner of D S Simon Media spoke with Ted Ryan (@TedRyan64), Director of Heritage Communications for The Coca Cola Company at The Corporate Anniversary Forum about Coca Cola’s landmark anniversary celebrations including the 100th anniversary of the iconic Coca Cola bottle.
Some of Ted’s VlogViews:
“The message house is critical to anything that we do. You have to have your story, you have to have your key elements. For the coke bottle, we want to reignite passion for the coke bottle, that’s the overarching and then from there you determine how you’re best going to do it. The message house helps you pull together your story and then your activation and tactical plan based on that.”
“Focus on your message, focus on your story and determine the story as it applies to your business. We wanted to drive people, to re-ignite a passion for the Coca Cola bottle so everything we did focused on art, fashion, music and design. Those are core elements that people can relate to…if you stick to your core, you know what you want to accomplish and you have your target, that’s half the battle.”
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Doug Simon (@DSSimonDoug), CEO at D S Simon Media caught up with Carmen Ferrigno (@SaintGobain), Vice President of Communications at Saint-Gobain at The Corporate Anniversary Forum. Saint-Gobain recently celebrated its 350th anniversary, and Carmen shared with us some advice for achieving that kind of longevity.
Some of Carmen’s VlogViews:
“The biggest thing is to realize that this is about the future. You can use the past to reference who you are and where you’re going but ultimately, you’ve got to pivot. So, the ability to set that context, and then move toward who you are and who you’re going to be is really the purpose of it.”
“I think the idea of doing favors and helping people, putting yourself in their positon is the most important relationship management to a live scene. If you go into this trying to help other people, you’re going to have a wealth of goodwill. You’re never going to know when you need it. But when you do it will be there, and that’s the bank you’ve been building.”
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This July 4th marks our 30th Anniversary. Some of the industry’s top thinkers and celebrities from the sports and entertainment world helped us celebrate in this short video:
30 years ago we dedicated ourselves to creative uses of production technologies to help organizations achieve their public relations and marketing goals. That dedication has not changed though the tools and how we consume content certainly have.
Thanks to all who have made it possible.
Doug Simon (@DSSimonDoug), CEO at D S Simon Media spoke with David French (@GoParks), Senior Vice President of Marketing, Communications and Corporate Partnerships for the National Park Foundation in the first installment of D S Simon’s “Looking Back/Looking Forward” series celebrating our 30th Anniversary. The series will feature top communicators from around the world and will continue for the full anniversary year.
In this video, David French outlines how the National Park Foundation celebrated its 100th Anniversary and the communications lessons he’s learned from that experience.
David French Looking Back:
“Thinking about who is your target audience, making sure you’re smart about your messaging and you have the right call to action. Those things remain as critical today as they were a hundred years ago.”
David French Looking Forward:
“You have to be using more than one voice. You have to be embracing different cultures, different ethnicities and speaking to the wide variety of people that make up what America is today and that’s a great and beautiful thing because that gives you even more opportunity to share your message and share your brand.”
If you are interested in participating in this series please contact Kristina Doytchinova at firstname.lastname@example.org or 212.736.2727.
Doug Simon (@DSSimonDoug), CEO at D S Simon Media spoke with Chris Graves (@CGraves), Global Chairman at Ogilvy Public Relations about changing people’s minds and changing misconceptions from the Capitol Communicator PR Summit. Chris breaks down the science behind changing someone’s mind through storytelling.
Some of Chris’ VlogViews:
“Instead of attacking you with facts of why you’re wrong, I tell you a story of somebody a lot like you who is struggling with this concept privately and trying to figure out what to make of it…By hearing this story and by living the story…then you have a little bit more hope through this empathetic process that they’ll be more vulnerable to changing their minds.”
“If you look at tracking studies over the last forty, thirty years you will see an unending rise in cynicism, decline in empathy, unending decline in trust, and rise in distrust at the same time. So if you see that kind of environment, people don’t want to be tricked or fooled. So if you think about anything from native advertising to influencer marketing, you have to be careful that you’re doing it for the right reasons and with the right techniques.”
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Doug Simon (@DSSimonDoug) , CEO at D S Simon Media spoke with Pam Jenkins (@PamJenkins1), President of Powell Tate at the Capitol Communicator PR Summit about her conversation with Mary Engle of the Federal Trade Commission. They spoke about native advertising and spokesperson disclosure.
Some of Pam’s VlogViews:
“The most important rule of the road is to make sure consumers know what they are seeing is paid not editorial.”
“I think you have to expect that if you are trying to hide something or paying someone and not disclosing, eventually that will be learned and the worst thing to happen to your brand reputation is for that to be discovered after the fact.”
“This is the first time the FTC is talking to our industry and it shows how the industry has evolved.”
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Achieving your public relations and marketing goals is increasingly dependent on your ability to earn media. While it seems like it’s harder than ever to do, there are more opportunities than ever before.
That’s according to our Influencer Report 2016 and that’s where Custom Content Media Packages™ come in. The idea is to use narrative storytelling concepts and create custom video for specific broadcast and online journalists who are pre-pitched and want the content you will be sharing with them. There is great demand for this content—especially online.
Our D S Simon Media Influencer Report 2016 found 71% of online media outlets use outside video content and 80% will either post, air or share your entire video. Even more interesting, 79% of them want content from brands and 76% want it from non-profits.
Custom Content Media Packages(TM) are efficient to create and can be highly targeted to reach a specific media market or consumer ready to make a buying decision. These packages are scalable and can reach a nationwide audience in the millions. It’s a great tool to maximize exposure from trades shows and conferences. The video that is created also feeds your social media eco-system driving more media coverage.
You can download a copy of the survey at D S Simon.com/Digital
Danny Robinson, Senior Vice President, The Martin Agency USA discusses the judging process at the NY Festivals with Doug Simon, President & CEO of D S Simon Media.
“What we do needs to connect to an audience; part of what’s critically important in the process is strategic focus, and the strategy before the work is developed. So that you know that you’re connecting not just with an audience but with the audience you are trying to talk specifically to.”
“Part of the job is to get people to pay attention, and Ted Ward who is the Geico client, he looks at work and always asks; do people think that this is an ad for insurance and if the answer is “no,” then it’s interesting to him.”
FRANK BODIN, Chairman & Chief Executive Officer, Havas Worldwide Switzerland joins Mike Bako of D S Simon Media from the NY Festivals to discuss industry trends and what the creative process was like to pick winners for this years Festivals.
“It’s a good trend when there is no trend (among the winners and applicants), we had a lot of diverse, fantastic campaigns”
“The good thing is it’s not a trend so in each category you find new standards”
“Being authentic is essential for communicators”
“When you walk on the streets, too often you see the same, same, same, but here we see exceptional creative answers on normal briefings. That is why I like being a judge on such a jury, for me it is always a good learning experience too.”
“For me, (being a judge) is also a very good learning experience in how to answers boring briefings, how to find new fresh ways to solve a problem.”