If You’re Going Global, Localization Is Key — Here’s How To Do It Right

Posted on July 12th, 2016 by Carm

In the past month, two clients have made a move to expand their service and products into several other regions of the world. If you’re thinking about it, too, be advised that moving into new markets is not as easy as changing your shopping cart’s currency from dollars to yen. With growth and expansion comes the important steps of localizing your products, services, website content and more.

Entering a new market correctly is paramount to protecting a company’s image. It’s an all out, all-hands effort, from marketing to operations and customer service. If you don’t know how to approach localization or where to start, you’re in luck. Matt Arney, founder and CEO of translation and localization company TranslateNow, shared some expert advice on how to tackle this initiative and ensure it’s done right. Read about it on the Forbes Agency Council.

The Biggest Little Secret To Finding A Winning PR Agency: Skip The RFP

Posted on July 6th, 2016 by Carm

No-RFP-300x300PR is not only a financial investment; it’s an investment in your time and your team’s time. This is one of the first things I bring up with any new potential client: Will you, and the necessary executives and team members, be willing and available to play your part in the success of this program, starting with the agency selection process?

Finding the right agency for your needs can be incredibly time-consuming, especially if you go all out and create a request for proposal (RFP). Here’s a consideration: skip the RFP step altogether.

Carm Lyman explains how and why on the Forbes Agency Council.

The launch: old school PR or still a sound strategy?

Posted on May 2nd, 2016 by Carm

I recently witnessed a highly-anticipated product launch stumble out of the gate. It wasn’t fun to watch, especially because a more thoughtful strategy and execution could have resulted in an entirely different outcome.

Nowadays, product launches tend to strategically roll out slowly for a multitude of reasons: Updates and fixes will be added as you receive feedback. You expand from iOS to Android and then other platforms or vice versa. You add features you didn’t have ready on the first day of availability. You want to ensure your product and team can scale. You go live on some level, whether it’s a public beta or just making your product available, but you’re not shouting from the rooftop. You take it slower to learn lessons as you go and set expectations accordingly.

Read the rest of the story posted published in the Forbes Agency Council.

When Is Spam Not Spam?

Posted on March 31st, 2016 by Chris

When is spam not spam? When it has utility to the audience, conveying timely and relevant information.

Case in point: at the beginning of this winter, we had the idea of an email that aggregated resort happenings and content for client Mammoth Mountain. An email blast is certainly not an original concept, but this had a catch: recipients would be journalists–a group already possessing ample disdain for many PR practices. Especially email blasts, the exact idea we were toying with.

So we thought long and hard about it, and carefully curated a list of about 60 contacts who covered this beat. We agreed to send it once per week or in some cases, not at all, if there wasn’t anything meaningful at hand.

The format was simple: a catchy headline with hero image (this was our gut check; if the headline was lame, we didn’t send for that week), a news nugget,  events/something notable coming up, and feature content.

With a plan together, first draft crafted and with the option to unsubscribe prominently noted, we huddled once more to make sure this was a good idea. Would journalists flame us? Could we end up on the receiving end of a tweet bemoaning PR practices? Might locusts descend on our offices? These thoughts and a few others percolated as fingers hovered over the send key. But we did it anyway.

Why? Because one the mantras LPR lives by is we have two customers: the client, and the media. We work diligently to keep both happy, and felt our rapport with journalists on list was such that if we sent them something, they knew it was for good reason.

Today marked the Mammoth Media Update’s 10th version.  Of the 56 contacts on initial list, there was one unsubscribe. Open rates have hovered around 50%, which is to say pretty solid. In the end we actually sent media fewer emails through the winter, and saw numerous stories and placements where photos or videos were lifted and used. Most importantly, aside from the single unsubscribe, not one negative reply back.

This certainly isn’t a tool we’d employ for many clients as the formula is a unique one. But for the right situation we’ll certainly give it some thought.