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The Strategy Room

Phoning It In, Another Under Armour Marketing Exec Leaves, Etsy Gets More Creative, and More

By: Adam Yosim

Lunch Break July 31

QUICK PR READS YOU CAN TACKLE BETWEEN BITES

 

Happy Tuesday, Lunch Breakers! We’re counting down the days until the rain, rain finally goes away. In this week’s edition, we cover the proper way to pitch, a top marketing departure, and a new LinkedIn feature.

Don’t Waste My Time

The debate rages on about phone vs. email as the most efficient way to grab the attention of a reporter. Ted Kitterman with PR Daily argues that PR pros shouldn’t offer a ‘get-to-know-you’ call, since background information is available via a few Google and social media searches. What’s most important, says Kitterman, is being able to deliver the goods concisely (via email) and making sure you pitch the right reporter. A follow-up phone call can cut through the clutter of digital overflow, but make sure you have a specific reason for taking up the journalist’s valuable time.

A Marketing Crack in the Armour

The Baltimore-based sports apparel giant is without its top marketing guru following the departure of VP for global brand management, Adrienne Lofton. This follows the exit last November of UA’s former CMO. Lofton’s portfolio includes the recent campaign with Dwayne ‘The Rock’ Johnson. AdAge reports that CEO Kevin Plank hinted on a recent conference call that tweaking the marketing strategy might be the prescription to protect his house.

The Etsy Bitsy Spider

Who among us hasn’t purchased a bedazzled ferret onesie on the e-marketplace dedicated to homemade arts and crafts? One thing Etsy didn’t have going for it—until now—is a global advertising campaign. According to AdWeek, be prepared to be bombarded with a cornucopia of social media ads highlighting the importance of individuality—which starts with something as simple as the thousands of coffee mugs available for sale on the website.

Leave a Personalized Connection Message After the Beep

In this week’s edition of things we never really needed, LinkedIn users can now send voice messages to connections. The company bills it as a more convenient way to have a conversation. So, go ahead and practice your elevator pitch before reaching out to Karen from that HR company you met briefly at a networking event. Always remember—people are more likely to respond to a personalized voice message instead of a generic one.

 

Bonus: Check out The Daily Beast’s dizzying tale of how an ex-cop stole became an ‘instant’ millionaire by rigging the McDonald’s Monopoly Game before getting busted in a McSting.




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