Category: 5WPR

Tips for Adult Beverage Marketing for the “Other” Holidays

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With the holidays just behind us, we can reflect on the season with our family and friends enjoying meals and good times with an adult beverage. Wine is served at many Thanksgiving tables, and cocktails abound during the December festivities. When New Year’s Eve is upon us, many toast with champagne to ring in the New Year and say goodbye to the old one. The last couple of months in a calendar year are a boon for alcoholic beverage producers, as the holiday season is their most profitable time.

However, there are several other holidays throughout the year that offer marketing opportunities for the makers of different alcoholic beverages. One of the most reputable PR firms in New York City, 5WPR has spent countless hours reviewing consumer trends related to adult beverage consumption on behalf of our food and beverage clients. As part of the process of educating our team, we have found that there are some consumers that simply have a favorite cocktail and will not change their habits. On the other hand, there is a large group of consumers that will sip on a cocktail based on certain holidays. It’s up to 5WPR to seize on this opportunity and turn it into profit for our client.

As an example, Mardi Gras is usually celebrated during February, depending on when Easter falls in a particular year. Traditionally a party where people enjoy a last hurrah before more well-mannered behavior is expected during Lent, however Mardi Gras has become a holiday unto itself. Firmly established in New Orleans culture, the Hurricane is a traditional beverage and a strong PR firm like 5WPR will take advantage of the opportunity to maximize visibility for its rum producer clientele.

Cinco de Mayo is another case in point where the holiday itself conjures up a taste for a certain beverage. In fact, for producers of tequila and Mexican-style beer, the week leading up to May, 5th is among their most profitable times of the year. And of course, St. Patrick’s Day wouldn’t be the same without a pint of Irish stout. Ronn Torossian’s team at 5WPR steps up its marketing efforts for these clients who will benefit from the additional exposure conferred by the upcoming holiday’s flare.

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Using a Corporate Wellness Program to Boost Morale

Boosting morale within your business is becoming something that more and more business owners are becoming concerned with. From Casual Fridays to free donuts in the break room, there are several approaches to making your employees happier and, in turn, creating a better work environment for all involved parties.

However, one of the morale boosters you should seriously consider is incorporating a corporate wellness program. After all, what are the reasons for people missing work? Reports indicate that that it comes down to illness, stress, and lack of sleep—all brought on by rigorous working conditions. Therefore, incorporating a wellness program of any kind not only tackles this problem head on, but shows your employees that you do indeed care for them.

The goal of corporate wellness programs is to promote health and wellness throughout an organization. This extends beyond simply physical health, but also incorporates emotional and mental health as well. These types of programs can either provide employees with a very basic package of services or much more comprehensive packages.

There are ultimately two significant roles for a corporate wellness program:

1 – They promote and lead to a healthier lifestyle for your workers. Any companies will create events or contests that are structured around their wellness programs; these include things like mock Biggest Loser contest for weight loss or contests for the tastiest and healthiest recipe.

2 – They result in a decrease in health care expenses while also drastically improving worker morale. The sense of community and healthy lifestyles ties in with these decreases in spending, making everyone happier.

In addition, a well-planned corporate wellness program includes several levels of participation. A few suggestions include, but are certainly not limited to:

· Health risk evaluations

· On-site diagnostic screenings

· Meal planning,

· Screening and planning for disease prevention

· Educational tools related to the health improvement of workers

Larger business may also want to look into creating a space where their employees can work out and distress during breaks or even before and after work. Larger businesses are already doing this and showing great results in worker performance and attitude. Of course, this area or facility doesn’t need to be anything elaborate. After all, there is a fine line between promoting your corporate wellness program and allowing workers to take advantage of such good graces.

The important thing to get across in this entire process is to let your workers know that you view them as more than just a production unit. By beginning a corporate wellness program, you are showing that their health and well-being comes first.

As a business owner, you will see an increase in productivity and employee attitudes and satisfaction. A corporate wellness program can quickly become a staple if your business and can actually cause more than just increases in worker productivity—it can also paint your business in a new and more positive light. So while the program is geared towards the betterment of your employees, your business will see huge results as well.

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Using Charity Work to Overcome Publicity Snafus

Your business is your lifeline and you devote enormous amounts of time, energy and money towards making it the best. Despite your best efforts, unfortunate incidents can hit your company without warning and beyond your power. You need to stem the flow of negative publicity before things spiral completely out of control, and direct attention elsewhere to put your company back in the positive limelight.

Unless you’re completely disconnected from pop culture, you know that the best PR companies for celebrities often have their hands full cleaning up the regrettable moments of their clients. Fortunately, you can incorporate some of their tactics when faced with less than stellar chatter about your business.

You can’t turn back time to erase a disastrous episode, but you can turn the spotlight on a more positive picture of your company. Monetary donations, dedication of time, and other efforts to charitable causes can be coordinated to defeat bad press – or at least distract some attention away from it.

Taking first the concept of financial contributions, I want to stress that these are important only when used in conjunction with other measures. After all, we’re talking about making a swift and immediate impact to divert eager cyber minds away from negative chatter. Your money is obviously a generous gesture, but 5WPR has seen firsthand that writing a check is not going to buy a shiny new image.
The truth is that donations of time toward charitable causes go further than money alone. You don’t necessarily need to spend a year abroad with Doctors Without Borders to draw interest away from your medical practice that got hit with a malpractice suit. But a presence of some sort at popular, local events with a charity angle is easy and can be accomplished on a modest budget.

Even before you have the need to work out damage control, it’s wise to cultivate and develop relationships with charities. You will be first in line when they consider which company is the right fit for their silent auction or event sponsorship.
Participating in a meaningful way to charitable causes has an impact that will resonate with the online distribution channels when properly focused. The best part is that the charity itself usually takes the lead role in publicity of an event, whether it’s a gala for community leaders or plunging into a frigid lake in the middle of January. Society websites in larger cities and social media events pages are filled with pictures of the past weekend’s fund raiser and announcements of upcoming festivities. This visibility is priceless to your company’s image.
You’ll also need to do your part to circulate your company’s charitable contributions. Post your involvement on all of your blogs, and include links to the charity’s page of sponsors and participants. Take your own pictures at the event, and upload these to your website and blog posts. Of course, charity events are perfect newsworthy pieces to include in a press release. Focus your content on how your company is generously invested in the community and involved at a local level.

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Social Media Craze Spins into Popular List Building Tool

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If you have spent any time at all on social media  recently, you probably ran across something sponsored by ListChallenges. The website is a clearinghouse of surveys that works overtime to capture users’ attention, and then their information. Ronn Torossian says this list building tool is also a tremendous PR tool taps into several factors that humans tend to find irresistible.

The premise is simple, you go to the website and complete a quick “click if you’ve seen it” survey list. There are also “heard it” or “know it” options. Your answers are scored against the entire list. When finished, users are given the option to “share”, or “post” their results. Or invite their friends to play. It’s almost irresistible. But why? Torossian explains:

#1 – We want to test ourselves

Humans love to see how good we are at stuff. Particularly if there’s no one there to see, or hear, or critique. It’s why we sing in the shower, or dance when no one is watching. These tests are also completely meaningless. We won’t have to “remember” anything, and there’s literally no way to lose.

#2 – We want to belong

Hey, this invite was sent to you by a friend, presumably a friend that you are about to discover something in common with. This is a massive need for the vast majority of people in the world. We desperately want to belong to something. Anything.

#3 – We want to be better than others

Now, this is a funny one. See, for the most part, we don’t want to think we are superior, or better. We want to feel like we are, silently…and we don’t want to feel like a jerk for wanting to feel this way. These surveys allow us to harmlessly “prove” our superiority in a way that, we all know, “really” doesn’t matter. But it does.

Taken together these psychological experiments can be incredibly effective at capturing people, and getting them to volunteer information they would NEVER offer to a stranger.

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Get Out of the Dark Ages: Maximize Your Brand in the New Age of Marketing

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If you don’t have an online presence across several media channels, you and your brand suffer. Whether or not you have a brick and mortar business, it’s no longer enough to utilize direct mail tactics, or take out an ad in the in the local yellow pages. Even if you have a web page, you are only passively sitting out there in cyberspace, waiting for the right user to type in words that trigger your domain name or meta tags.

To really drive traffic to your site, you need to aggressively attack online marketing channels and force your company to the top of the Google hit list. There is nothing passive about hard line tactics, and simply updating your webpage to announce a new product or service is an unsuccessful approach. In order to propel your brand and your company to the forefront of the results page, you need to inundate online media channels with stories that relate to your business.

However, even those companies that have a grip on the concept of “content is king” tend to focus it in one direction. It’s wise to have a blog, better to have several blogs. Perhaps your business relies on a public relations company like 5WPR to churn out press releases to get your name and brand in front of users as they meander through online distribution outlets. 5WPR is not like the other PR companies: it picks up where these let off by providing the necessary internet content as support to drive traffic. Manipulating content across multiple channels of distribution is the priority of reputation management.

Don’t me wrong, the blogosphere is an enterprising – and necessary – way to maximize your online presence. But in the new age of online marketing, businesses that have just begun to comprehend the importance of having an online presence have not yet grasped the idea of diversified marketing on the internet. Adding a press release or two on a regular basis doesn’t pick up the slack. Think of your business is being at war with your competition. Would you make the mistake of attacking from one front and facing your enemy from a one dimensional stance? No great general would find this acceptable. From a reputation management standpoint, you need to elevate the battle and command the assault from several fronts.

Such a strategy would command countless hours, time that should be spent dedicated to your business’ specialty. A more shrewd investment is to retain a company with expertise in maximizing your online presence and manipulating content to direct attention to your site. 5WPR engages a multi-dimensional methodology to successfully accomplish this goal for its clients and position them among the highest ranks. Anything less would be medieval.

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