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Archive for pr

REI Closes For Black Friday — Good Business??

Prepping to Bike The Gap Trail At REIREI’s Move To Stay Closed on Black Friday Has Real Benefits:

Did you see what REI announced today?  They are closing their 143 stores for Black Friday.  They are paying their employees to head outdoors — which is what REI is all about — getting outdoors.  But is it a good business move, to close on the “biggest” shopping day of the year?

Well, they first announced to their members.  REI is a co-op and you can join the co-op for a one time fee of $20.  My guess, most members applaud their decision and are eager to take their cue and head outside.

Next, they announced it to the press — the result — HUGE news coverage. They are the talk of the news cycle.  REI’s CEO was on the CBS Morning Show today.  That’s pretty good media coverage.

How much would an ad cost on CBS?  Did they just get more than that for Free?  For sure.  An interview is much more than an ad.

In addition to the morning interview on CBS, NBC had CEO footage and the company received additional coverage on the 6:00 News. I’m betting on the 11:00 news as well.

It’s a good move from a marketing perspective but it is also a good morale booster. It sends a positive message to the community —>>> GO OUTSIDE!! When you look at it they have succeeded in making an impression with their members, their staff, the community at large (all prospective customers).  Can it get better than that?

So, how can you generate PR like this? How can you do something that gets attention and is a goodwill move for your company? Look around.

Here at Compass Rose Consulting, I am preparing to announce our plan to offer our full online Marketing Center to non-profits and include one monthly Ask The Expert call, that will give them access to expert consulting via a conference call. The entire package is valued at over $4,000. Here is our plan:

1. Release a press release via our own distribution program that will get the news out to over 240 news outlets nationwide.

2. Create an application form –>> since the program will be limited to 50 non profits initially.

3. Create a video promotion both talking head style and white board style and distribute using our video distribution software. Rank the video on page one of Google….

4. Promote on our social media outlets including Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest and Periscope, plus a few more.

5. Host a radio show about the program on Blog Talk Radio: Leadership Navigator.

Now, you have a full marketing plan for this one program, laid out for you!! You see from REI the value of creating a good will program for your company.

Here are a few ideas:

1. Instead of rebranding — take the money allocated in the budget for it and use it to award a real world benefit to a client. For instance, a local bank decided to change its branding. They replaced all of their signage at each branch with new signs, replaced instore colored branding, replaced marketing pieces —>> website, brochures, giveaways (pens, pads of paper, key chains…etc.). If they had opted for a good will strategy they could have taken that money and saved the houses of perhaps 5 families that were losing their houses to foreclosure. Imagine the media.

2. Instead of paying to rename your company — reallocate the budget to offer marketing services to a startup company or two.

Each time, you can create media via press releases and news coverage that builds more good will towards your brand than your new colors or new name or new branding will ever do.

REI is a leader in outdoor equipment and quality service. Not a huge company in comparison to some, but making a major statement that is resonating across the country.

What statements can you make? What do you think of REI’s decision to close on Black Friday? Leave your comments below:

Leadership Navigator Radio: Public Relations in Business

Public Relations A Must For Business

All businesses need public relations to build awareness and credibility of their company, their leadership, their product and/or their service.  Public relations when executed correctly can positively impact the bottom line of one’s business.  Public relations is not marketing, it is not advertising, it is not selling – although each of these disciplines are intertwined under the same communications umbrella.  I will discuss how public relations is a targeted approach to reach one’s audience through third party endorsements, which, ultimately lead to increased credibility and sales.

Amy Wachtel Delman has been involved in public relations, marketing, and branding for over two decades. Her expertise lies in using media exposure to raise awareness and increase revenues in companies where she has worked in-house or as a consultant. She has been mentioned in Inc. magazine and the National Journal of Public Relations. To find out how Amy can help your company grow, contact her by phone: 201-563-4614 or e-mail:

amydelmanpr@verizon.net. follow her on Twitter  @amydelmanpr.

About Amy Delman Public Relations, LLC

Amy Delman Public Relations, LLC is a boutique public relations consultancy.  Founded on the principles of servicing companies as their off-site Director of Public Relations, rather than a traditional agency, Amy Delman Public Relations  strives to become an integral partner with each firm’s leadership.  We are not an agency; our niche is providing top shelf public relations, media relations and marketing guidance.  We advise, position and package top leadership so they will attract the attention of the media, their specific audiences and enable the public to gain awareness of each company’s service and or product.  We have found this heightened awareness leads to increased name recognition and ultimately impacts the bottom line.

Listen to the Show!

Listen to internet radio with Compass Rose Leadership on Blog Talk Radio

Amy also interviewed me for her column with the Alternative Press.  Be sure to check it out:
http://thealternativepress.com/articles/the-public-relations-power-of-the-online-press-re

Public relations is such an important aspect of your business development efforts.  What are your PR questions?