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Now, with a few years in the social media mix – and making real headway for that matter – Pinterest has transformed as a tried and true social media platform serving as a strong marketing tool and connection to target audiences.

During a recent Vocus webinar related to utilizing Pinterest for marketing purposes, the host shared a few successful business case studies – companies who have used and continue to utilize Pinterest – Chobani, Today Show, Martha Stewart, just to name a few.

The Chobani study exemplified how the company uses the social media platform as another form of marketing in this highly competitive industry. Chobani focused efforts on Pinterest (http://pinterest.com/chobani/), generating 26 Pinterest boards and nearly 60,000 followers, making it the leader in Pinterest presence against competitors, Dannon and Yoplait.

Most of the businesses using Pinterest offer services and/or products focused on:

• Recipes (restaurants)
• Hair and make up (salon and spa)
• Fitness (gym or personal trainer)
• Clothing (boutique or even department store)
• Tourism (Chamber of Commerce offices, hotels, tourism websites)
• Home improvement (tips and tricks for painting, hanging, repairs, etc.)
• Furniture and interior design (sample room layouts and color palettes)
• Weddings (bridal boutiques, venues, caterers, etc.)
• Babies (clothes, toys, resources, food, etc.)

So what makes these companies a success story for Pinterest? Well, there are a few significant things to consider for determining if Pinterest marketing makes sense for your business.

• Is your product/service visual?
• Do you have a website to lead viewers back to the source for more information or to purchase?
• Do you have the proper analytics set up to track your Pinterest efforts?
• Will your pins be brand supportive?
• Will your pins be informative? (Will they encourage others to re-pin?)
• Are your pins thought provoking?
• Do your pins provide inspiration?

In addition to these questions, you also need to consider your goals for marketing your products or services and if/how Pinterest can be part of your overall plan. Pinterest offers another medium with the purpose of the following:

• Driving web traffic
• Generating brand loyalty
• Serving as a resource for product/service demonstrations
• Establishing brand personality
• Growing e-commerce

Although there are a lot of options with Pinterest, be sure to be strategic about your goal setting and consider objectives that are reasonable and measurable. Also consider how you can tie Pinterest to your overall social media strategy, for example, using Facebook and Twitter to leverage your Pinterest boards and draw attention to new pins and boards.

One helpful tip to consider when posting to Pinterest for your brand – make your pins the standard width (192 pixels) but longer than normal (up to 800 pixels high), because it will allow the pin to span more of the users page, keeping their attention longer.

As you consider your social media strategy, take a moment to catch up on the latest Pinterest statistics. You might be surprised by what you see!

• 3rd most prominent social media network in the U.S.
• Fastest growing social media site ever
• One of the top 50 sites worldwide
• 10-20% growth per month
• Revenue per pin is up 50% in the past four months
• $180 is the average online order that originated from a pin (higher than Facebook and Twitter)
• Fastest social media for concept digestion by the target audience because of its high visual orientation
• Low barrier to entry (easy to sign up and set up)
• Average time on site per month = 90 minutes

Want more? Review the complete Chobani case study and overall social media strategy in the recent article from Fast Company where Emily Schildt, Chobani’s digital communications manager, shares insight on the company’s strategy and success. http://www.fastcompany.com/1808071/chobani-yogurt-tickles-tastes-pinterest-addicts-and-so-can-your-brand

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A. Bright Idea Advertising and Public Relations will provide marketing and creative campaign development support as Stella Maris marks 60 years of elder care and the 30 years of hospice care as Baltimore’s premier provider of long-term care, assisted living and hospice care.

“We are thrilled to work with Stella Maris and welcome the opportunity to utilize our full range of services for a strategic and comprehensive campaign recognizing the organization’s important contributions to the Baltimore community,” said T.J. Brightman, Vice President of Client Relations. “We look forward to promoting Stella Maris’ strong history of compassionate and professional care to the region through dynamic creative.”

This year marks 60 years of Stella Maris serving the needs of the Baltimore community. Stella Maris has been a leader in providing care for elders, with services including senior living facilities, home care, long-term care, rehabilitation, dementia care, as well as a full-service senior day center. Stella Maris is also celebrating another milestone this year, with 30 years of hospice care – one of the first Medicare certified hospices in the state. The anniversary campaign will celebrate Stella Maris’ tradition of high-quality, compassionate care with a reputation unsurpassed in Baltimore.

A. Bright Idea’s experience working with clients in the hospital, physician and health-related industry, as well as past performance results and new strategic recommendations led to the firm’s selection by Stella Maris.

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Advertising & PR

• mashable.com/social-media/
• mashable.com/business/
• adage.com
• PRdaily.com
• Ragan.com
• prsa.org
• baltimoreadvertising.com

Interactive

• mashable.com/dev-design/
• reddit.com/r/webdev
• howinteractivedesign.com

Graphic Design

• howdesign.com/magazine/
• lynda.com
• pinterest.com
• aiga.org

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A. Bright Idea Advertising and Public Relations celebrates industry recognition with awards in film and video production from the Telly Awards and in interactive, graphic design and marketing from the Audio-Visual Arts (AVA) Awards. A. Bright Idea was presented with one Silver and two Bronze awards by the Telly Awards for the SomethingAboutSonoma.com promotional video, as well as the 2012 Holiday Party Save-the-Date video and Upper Chesapeake Health Star Night video, respectively. The AVA Awards, presented by the Association of Marketing and Communication Professionals (AMCP), honored the agency with a Platinum Award for the Battle of Bladensburg 1812 website, and a Gold Award for The Red Grape website.

“We are thrilled to receive top recognitions by the international AVA Awards and the Telly Awards competitions,” says Anita Brightman, President and Founder. “These website and interactive projects exemplify our approach to consistently developing strong interactive media, including unique concepts, creative design and exciting production. I am so pleased that A. Bright Idea and our creative team earned these high honor.”

A. Bright Idea earned a Silver Telly Award in the category of Travel/Tourism for the SomethingAboutSonoma.com promotional video. The video has been used at events throughout Sonoma County like the Sonoma International Film Festival and appeared on the San Francisco Chronicle website. View the video at here.

A. Bright Idea earned Bronze Telly Awards for the A. Bright Idea Holiday Party Save-the-Date for 2012 with the theme It’s a Wonderful Life, as well as the Upper Chesapeake Health Foundation Cancer Center Star Night Opening Video featuring a James Bond 007 theme. The Telly Awards receives over 13,000 entries annually from the top agencies in the world and grants Silver to its highest recipients.

A. Bright Idea earned a Platinum Award for the Battle of Bladensburg 1812 website. AVA’s Platinum Award is presented to organizations judged to have the most outstanding submissions in the competition. The Battle of Bladensburg 1812 website was developed in commemoration of the 200th anniversary of The War of 1812. The website features interactive maps, timelines, paintings and an interactive video recount of the battle. A. Bright Idea designed and developed this site in working with Bladensburg Archaeology, launching the website in January 2012. Visit the website at http://battleofbladensburg1812.com/Bladensburg/

A. Bright Idea earned a Gold Award for The Red Grape website. A. Bright Idea designed, developed and currently maintains The Red Grape website, which includes an emphasis on Sonoma’s flair for fresh cuisine. The website design features an interactive menu, new specials monthly, and custom photography, while also showcasing the family owners in an “About Us” video. The AVA’s Gold Award is presented to entries judged to exceed the high standards of the industry. Visit the website at http://theredgrape.com.

A. Bright Idea was also recognized with an honorable mention in the AVA awards for their Upper Chesapeake Health Cancer Center campaign video – Hope for Healing, and the Sonoma County Wine Country video for SomethingAboutSonoma.com.

About Telly

The Telly Awards is the premier award honoring the finest film and video productions, groundbreaking web commercials, videos and films, and outstanding local, regional, and cable TV commercials and programs. Our mission has been to strengthen the visual arts community by inspiring, promoting, and supporting creativity. The 33rd Annual Telly Awards received over 12,000 entries from all 50 states and five continents.

About AVA

AVA Awards is an international competition that recognizes outstanding work by creative professionals involved in the concept, direction, design and production of media that is part of the evolution of digital communication. Work ranges from audio and video productions to websites that present interactive components such as video, animation, blogs and podcasts, to interactive social media sites as well as other forms of user-generated communication. The 2013 competition drew over 2,000 entries from the United States and several countries.

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If you were not a Spanish-speaker, what would you assume the following Spanish word meant in English: “Embarazada?”

It sounds a lot like “embarrassed”, doesn’t it? This would be a false cognate since the actual meaning is “pregnant.” Imagine how truly embarrassed you would be if you accidentally used this word when trying to convey your feelings, but now the confused gentleman who you ran into is suspiciously looking at your stomach.

The Baltimore Public Relations Council (BPRC) used this example at its recent Multilingual Communications event, which focused on adapting communications to Spanish audiences in the Mid-Atlantic.

As a way to always keep our clients in front of changing market trends, A. Bright Idea consistently recognizes new ways to reach out to more audiences. The Hispanic/Latino communities are fast growing in the United States, especially in areas on the west coast and in the northeast.

What does this mean for businesses trying to reach this market? Well, truthfully this large and growing population may not respond to traditional marketing techniques. Businesses need to be receptive to alternative marketing strategies to tap into this growing demographic, including incorporating translated versions of campaigns or considering bi-lingual campaigns.

This brings us back around to the importance of translation. The BPRC referenced the Mortgage Disclosure Act in their recent seminar, in which officials filed the documents in a plain English-to-Spanish translation. One field asked for the individual’s verification of residence, meaning his/her address. Translated as “verificación de residencia”, many people thought the form was asking for information on their Green Cards, intimidating them from completing the form. “Verificación de residencia de su domicilio” would have conveyed the true intent.

It’s important for businesses to recognize the changing demographics of the country and how they may affect their target audience. If you haven’t done your research and you refer to your audience as Hispanics, this may confuse them as the United States government actually created the term, making it insignificant in Spain and Latin America. On the other hand, referring to your audience as Latinos would exclude everyone from Spain.

For businesses interested in embracing a broader cultural audience, accurate translation is a must. Be sure you work with your agency to complete accurate and in-depth research on your audience to validate whom you are reaching and that your message is as you intend.

Perdido en traducción

A veces personas en los Estados Unidos que no hablan español oyen algunas palabras y piensan que tienen significados incorrectos. Por ejemplo, muchas personas que no estudian español piensan que la palabra, “embarazada” significa “avergonzada” porque suena como la palabra en inglés. “Embarazada” es un cognado falso para esta razón.

Ellos están avergonzados de verdad cuando usan “embarazada” y luego aprenden que la palabra no tiene relación con los sentimientos; en realidad, ¡la persona con quien habló piensa que tendrá un bebe!

El Consejo de Relaciones Públicas en Baltimore (BPRC) usó este ejemplo en su evento recién, “Comunicaciones Políglotos,” que enfocó en adaptarse comunicaciones a las audiencias españoles en el Atlántico medio.

Para siempre exponer nuestros clientes a las tendencias cambiantes del campo, A. Bright Idea sistemáticamente reconoce maneras nuevas para llegar a nuevos públicos. Reconocemos que los Hispánico/Latino comunidades están creciendo muy rápido en los Estados Unidos, especialmente en áreas en la costa oeste y el noreste.

¿Qué significa tiene esta información para las empresas que quieren llegar a este mercado? Pues, con sinceridad, este grande y creciendo populación tal vez no responda a técnicas tradicionales de la comercialización. Las empresas tienen que estar receptivas a estrategias alternas de la comercialización para aprovechar este demográfico creciendo, incluyendo incorporar versiones traducidos de las campañas.

Esta cuestión nos trae a la importancia de la traducción. El BPRC citó un documento en su evento en que los oficiales escribieron en una traducción sencilla de español. Una pregunta fue para la verificación de residencia, que muchas personas hispánicas pensaron fue para información de sus tarjetas verdes. En actualidad, el documento solamente quiso la verificación de residencia de su domicilio.

Es importante para las impresas reconocer los demográficos cambiantes de este país y como pueden afectar sus públicos objetivos. No siempre pueden llamar los grupos que hablan español hispánicos porque esta palabra no tiene significado en sus países; el gobierno de los Estados Unidos creó esta palabra. Sin embargo, la clasificación de latino excluye todos que son de España.

Para las empresas que están interesadas en aprovechar un grande público cultural, la traducción fiel es muy importante. Tienen que trabajar con sus agencias de publicidad para completar la investigación a fondo en sus públicos para que validen a quien están hablando y que el mensaje es como la intención.

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At a recent event hosted by the Public Relations Society of America, Maryland Chapter (@PRSA_MD), our strategists exercised their media training skills, keeping abreast of the latest trends. We’ve shared a few of the basic points to keep in mind when preparing for media encounters. A good rule of thumb – consult your agency to develop a thorough media strategy, preparing you for positive or negative questions and appropriate responses.

Five steps to preparing for a media interview:

1. Research the reporter/outlet prior to the interview
2. Develop your core messages
3. Prepare specifically for difficult questions
4. Have your last question response ready – “I’d like to add…”
5. Offer to provide additional information and have it on hand or readily available

The art of a good sound bite:

• Make it locally relevant
• Stay specific to your target audience
• Offer something different – breaking news
• Set up a visual
• Provide an anecdote, analogy or third party endorsement

Do’s during an interview:

• Be friendly
• Translate technical terms
• Build the relationship
• Ask questions back
• Provide follow up

Don’ts during an interview (and a few examples of an effective response):

• Never say “no comment” (“I’m sorry I can’t respond to that question, but I can address..”)
• Don’t go beyond your expertise (“I can’t speak to that but I can tell you…”)
• Don’t speculate (“Here are the facts as I understand them…”)
• Don’t bash the competition or complain (“Our company values dictate…”)
• Avoid using or repeating negatives
• Never go “off the record”
• Avoid taking the bait (“Actually, contrary to that thought…”)
• Don’t answer hypotheticals

If there is a media interview in your future or you’re looking to garner media attention, be sure your brand and your spokesperson are properly prepared. Need a little more training? Call one of our media experts for an in-depth media training session.

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A few things immediately evident as I travel across the U.S., hoping to take advantage of the best dining our country has to offer:

1. Smart phones and Google are the best invention ever
2. Not everything you read on the internet is true
3. Nothing beats the eye 

Making my way from one coast to the other in a good, old-fashioned road trip, I can’t help but notice the branding and signage along the route. Before I hit the road, I made a rule of no ‘chain’ restaurants – I wanted local, unique and creative. I’m not sure if I’ve been blessed with good luck at picking out great places to stop, or if I simply know how to use the information available to me, but every stop fulfills my need for not only good food, but a great and memorable brand experience.

The first stop, although not too far from A. Bright Idea headquarters in Bel Air, was in Cumberland Md., at the Queen City Creamery. A simple Google search on my smart phone for “best places to eat in Cumberland” provided me with a plethora of rating websites, Yelp reviews, locations and more. After seeing the Creamery appear on several sites, I decided to check out their website. You notice a historical feel to the logo, which matches their historical building on the main street. When we pulled off the highway and onto the street, the building, signage and quaint nature of the place caught my eye, and I know it would be what I expected and wanted. The creamery is known for its homemade ice cream, but the deli sandwiches were a treat. You can tell it’s a local favorite by the number of groups of people laughing at the diner-style tables and talking with the staff like they were friends. I indulged in one of their well-known milkshakes as headed West. For me, a restaurant brand is not just about the outside looks and website, but from the moment I visited their website, I formed an expectation and the physical restaurant, atmosphere, service and fare didn’t disappoint!

Another stop along the way, thanks to another Google search and Trip Advisor recommendation landed me at Wild Eggs in Louisville, Kentucky. From the reviews, to the social media, to the website, I knew we were in for something special when I decided to stop at this breakfast spot. Like some of the reviews proclaimed, we got to the restaurant and had to wait almost an hour for a table. However, from the time you walk in until the time you walk out, guests wait in the lobby and even outside in the cold to eat at this restaurant, so you know they must be doing something right. This family-owned restaurant has a great history and photographs of their delicious food on the walls, and a somewhat ‘wild’ appearance from the outside with bright colors. The Wild Eggs ‘story’ hangs on a poster in the lobby, providing something to read and learn. The Wild Eggs brand is all about tradition, history and comfort. With signature dishes and favorites, the waiter had no problem steering us in a direction he thought would please our palette. Their specialty strawberry tall stack, Eggs Bennie, grits and cinnamon roll did not disappoint, and looked just like the photographs on the website, foursquare photos and on the restaurant walls. For locals and tourists alike, the Wild Eggs brand is set for success.

For great views of downtown St. Louis, those who are 21 and over should stop here to view the city from above at 360 Rooftop Bar. With some of the best views of City Hall, the Gateway Arch and Busch Stadium, the 360 Bar is an upscale tapas restaurant and bar with modern amenities. Cool fireplace features on the outdoor patio and outdoor TVs to watch sporting events, the 360 degree glass walls allow you to see any feature of St. Louis, even a Cardinals game from above. The 360 brand is modern and speaks to a certain crowd, and features DJs at night for this crowd. The modern website and logo pair with the created brand and atmosphere of the business. The tagline, Sip See Savor, captured my attention – I’m a sucker for three word taglines – and spoke true to the 360 mission and brand.

A final brand on the road trip thus far included Andolini’s Pizza in Tulsa, Oklahoma. Deciding where to stop and eat on the way to Oklahoma City was a challenge, but my smart phone and Google helped out yet again. Two local places sat next to each other and had favorable reviews, so we decided to check them out from the outside before making the final selection. One review for Andolini’s said, “If you’re looking for something with an ambiance, Ando’s is not your place, but if you want fresh ingredients and great food, this is your stop.” Well, as soon as we saw the place, it screamed ambiance. The outdoor fireplaces and brick walls welcome visitors. The chefs tossing pizza in the air in the windows was the final seller. The menu was designed well and included a great selection of signature pizzas, local craft beers and more. I’m not sure what the reviewer meant when he said the place had no ‘ambiance,’ but I’m glad we chose Ando’s, and the waitress even provided me with my very own Ando’s glass as a souvenir.

From experience, I know many local joints depend on their loyal customer base and word-of-mouth, but an investment in a solid brand is never wasted. For those businesses looking to grab the attention of a traveler, hope you have good reviews, have a website and be true to your brand in all aspects of your business, and you’re bound to earn a stop from this guy.

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The expanded physical space allowed for A. Bright Idea to grow its creative talent as well, adding eight new staff members, including:

• Lissa Tilley, Administrative Assistant and Client Coordinator
• Lisa Morris, Junior Marketing Specialist
• Antonio Jara, Graphic Production Specialist
• Deborah Scott, Graphic Production Specialist
• Jason Wojcik, Graphic Designer
• Sandra Heitzer, Graphic Designer
• Bradford Pratt, Audio/Video Engineer
• William Gamble, Custom Fabrication Specialist

A. Bright Idea also promoted several staff members, including:

• Cobey Dietrich to Vice President of Advertising and Marketing
• Melissa Mauldin to Director of Advertising and Marketing
• Katie Mercado to Assistant Director of Advertising and Marketing
• Jill Dombroskie to Assistant Director of Graphic Services
• David Wells to Multimedia Manager and Marketing Specialist
• Eric Bach to Multimedia Specialist and Designer

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