Not Just the Content: Delivery is Key

Digital can add a powerful dimension when enhancing existing behaviours in the physical world, and that’s what we liked about this latest idea from The Guardian.

The general trend in recent years has been towards short-form news, so many readers miss out on quality analysis in bypassing longer articles. To arrest this behaviour The Guardian has launched a print-on-demand newspaper, called The Long Good Read. It uses the Guardian’s API and website analytics to pick out leading online articles, to create a bespoke offline paper with only the richest long-form content. Understanding the importance of picking the time & place, this streamlined paper is freely available at #guardiancoffee, their pop-up coffee shop in Shoreditch’s Box Park – where people have just that little longer to sit back, and engage.

Another newspaper, The Times, has announced its own improved delivery of business content, through a partnership with the business banking arm of Santander. The move will see 10 eight-page business editions over the next 18 months, along with an online networking hub, and is backed by infamous dragon James Caan.

Content may be king, but effective content delivery, is kingmaker.

Posted November 19th, 2013 by talkpr

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#SMWLDN – The Impact & Future of Social Media in Men’s Fashion

This year’s Social Media Week saw an incredible line up of social media related events take place across London. We headed to a debate by Like Minds on the Impact & Future of Social Media in Men’s Fashion, which was moderated by Esquire’s senior fashion editor, Gareth Scourfield.

With panellists including Zach Barfield of The Perfect Gentleman, Richard Martin, the marketing director of Lyle & Scott, and David Hellqvist, online editor of PORT Magazine, we picked up some great insights and have shared our highlights here.

Blending digital with the physical world is something Burberry has mastered like no other. And it’s a trend that’s here to stay, with consumers becoming immersed in the brand experience through bricks and mortar, then heading online to find the best deal (aka ‘showrooming’).

Indeed, one of the only ways for online retailers to communicate their brand aesthetic is at the point when digital becomes physical: The delivery. So with 95% of consumers saying poor quality packaging negatively affects their perception of a brand, it’s no wonder our favourite online stores spend so much time getting their packaging right.

With comparison so easy online, it has become more and more important for brands to have a USP in order to stand out. Highlighting heritage is a key part of this and as long as the messaging is consistent, brands that don’t become a pastiche of themselves, while understanding where they came from, will always survive. Another way to stand out is for brands to use their websites as editorial platforms, rather than just seeing it as a sales tool. There isn’t much better endorsement than a top editor writing about your products, on your site (or even running it, à la Mr Porter).

Finally, selling to men requires an almost entirely different approach to selling to a woman. Men need engagement over time and they need to be convinced to buy into a brand through key touch points. Now that 85% of British men prefer to shop online, it’s never been more important for men’s fashion brands to get it right in the digital sphere.

Posted October 11th, 2013 by talkpr

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Forget street style, Shazam’s new app lets you shop screen style

Last week the company behind music app Shazam announced it would be launching a fashion app that enables users to identify clothing worn by individuals on-screen. Consider what this means for the way we search information, in creating an app that provides users with real time results, which are specific to their request; the company are removing the need to trawl search engines in search of specific information. Shazam has been doing this very successfully with music, and a move into fashion could turn the way consumers conduct search when shopping online on its head. As such, it perfectly illustrates one of 2013′s major marketing trends, the rise of the omni-channel consumer, and offers insights into how shoppers seemlessly move between platforms.

Posted April 12th, 2013 by talkpr

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Online Killed the Radio Star

Turns out it wasn’t video that killed the radio star after all. The latest research from Global Web Index shows that in most countries, time spent online and on mobile devices exceeds a combination of offline media including watching TV, radio and print. In fact, accessing the internet via a mobile device alone accounts for an average of 1.28 hours per day, marginally trumping the average of 1.18 hours per day spent listening to radio. Yet, while this trend is certainly impressive it’s worth remembering that for specific sectors and demographics high-quality influential print media is still an essential route to reaching consumers and influencing opinions. For example, to research beauty products 32% of consumers rely on offline research while only 20% rely on online tools, according to Google‘s own consumer barometer. And despite the rise in online food shopping only 9% of consumers browse for products on the internet before ultimately shopping in-store.

Posted April 9th, 2013 by talkpr

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Google’s Silent Movie Magic

Keen to showcase their speech-to-web API (a tool which allows internet users to use voice commands instead of typing), Google have created The Peanut Gallery - and it’s great. It gives users the chance to create short, shareable silent movies, complete with their own tailored title cards. Selecting from a series of classic silent black & white movie clips, users commentate at various points of the action, and the title cards get automatically added into their film. It leaves plenty of room for users to get very creative. Have a [Play]!

By encouraging a wide user base to come into contact with the tool, Google will be hoping to drive demand among developers, who are the real focus of the campaign.

Posted March 29th, 2013 by talkpr

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Talk PR’s Social & Digital Taskforce set upon Bounce, the official home of ping-pong

Bounce, the official home of ping-pong, was last week set upon by Talk’s Social & Digital Taskforce. Fueled by an early round of cocktails, the Talk team took to the ping-pong tables for some heated rounds of singles, doubles and around the world, unleashing our competitive sides (and a chance for our Head of Social & Digital, Toby Schuster to show off his nifty moves).

Posted February 28th, 2013 by talkpr

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Talk PR boosts Social Media & Digital Offer

We’ve appointed Toby Schuster as head of social media and digital to help drive growth across our fashion, luxury, beauty & grooming, lifestyle technology and global divisions. Toby is heading up a cross-divisional social and digital task force of eight to oversee campaign development and integration within each of our specialist teams.

Toby joined us in summer 2012 as a consultant to work on several client projects as well as our participation in London’s Social Media Week last September. He has a background in UK and international consumer technology and brand PR and was most recently head of social media at a specialist food and drinks agency.

Our CEO, Jane Boardman, commented, “Social media and digital communications is a growing part of our offer, so we don’t believe it should sit in a silo but live and breathe across the business. Toby brings the right mix of strategic planning, meticulous implementation and technical know-how to lead a pan agency team of social and digital specialists and help Talk PR bring clients’ brands closer to consumers.”

Posted February 13th, 2013 by talkpr

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Virtual Fitting Gets TV Boost

Virtual fitting rooms look set to enter mainstream consciousness as start-up Metail, where Talk PR CEO Jane Boardman is a non-executive director, has landed a position on ITV’s This Morning fashion feature, ‘Takeover the Makeover’.

Metail’s 3D visualisation technology builds a virtual image of the show’s models by uploading their photos and a few basic measurements. Viewers of This Morning are being invited to style the models live via their second screens, using the show’s ‘virtual wardrobe’. The user generated styles then appear on an interactive wall, to be commented on by the show’s presenters.

It’s another example of TV working interactively with second screens, and a first in the world of the virtual fitting room. Importantly, it’s bringing the technology to millions of UK viewers. Bellwether.

Posted January 24th, 2013 by talkpr

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Hello amazing 3D content!

Amazing 3D content without the silly glasses.

The image is taken from two slightly different angles and shaken to give the 3D effect.  I’m thinking a little bit of photoshop magic has taken place here too.

Posted February 4th, 2010 by talkpr

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Buzzing Brands 2009

Virtue 100: Top Social Brands of 2009

iPhone comes in at #1.

With a fair share of other brands from electronics to retail.

Gaming consoles come top of the list Wii #7, Xbox#9, PlayStation #13, Nintendo #21

Brands leaping up the list this year include Adidas, also NBA, Nike, MLB, Nissan, Victoria’s Secret, HP, KFC all made impressive gains, check out The Vitrue 100 from 2008

Luxury brands on the list this year with good representation – Gucci #27, Louis Vuitton #81, Prada #88 and Burberry #94

Media brands make up 8% of list – CNN #3, MTV #4, ESPN #23, CBS #32, ABC #33, Turner #36, Fox News #56, NBC #68 – perhaps illustrating our socialization of their content

Cosmetic brands under represented missing outside of Avon at #97 as well as travel brands as jet Blue was the only airline to make this year’s list

Sport brands make sense to be so prominent too as people are very passionate NBA #5, NFL #12, MLB #29, NASCAR #43, NHL #46

Restaurants also make sense – people talk about where they want to eat – Subway #50, McDonald’s #62, Krystal #63, KFC #66

Car manufacturers are all up there on the list too – Mercedes #17, BMW #20, Ford #24, Honda #25, Ferrari #27, Toyota #38, Audi #45, Kia #53, Porsche #55, Jeep #56, Dodge #57, Suzuki#61, Volkswagen #67, Chevrolet #80, GM #85

It’s interesting to see that the list includes brands from a wide spectrum of sectors and touchpoints for audiences, its also evident that this is from a US market point of view but inevitably will have overspill into UK markets, influencing consumers from a UK and European perspective.

It goes to show that people are still actively talking about brands in social spaces and that there is still a need for brands to pay attention to this medium; marketing mixes are now shifting in favour of Social.  eMarketer has established that the percentage of the Fortune 500 not using Social Media has dropped from 43% to 9%.

Posted January 5th, 2010 by talkpr

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