Tuesday, November 12, 2019

LCWA Shows Magazine Editors that We’ve Got Them “Covered”!

While we may be gearing up for cold temperatures and snowfall, shelter magazine editors are already thinking spring! With that in mind, we recently headed to Meredith Corporation in Des Moines, Iowa – the headquarters for several of the nation’s leading home and lifestyle publications, including Better Homes & Gardens, Midwest Living and Traditional Home – to promote some 2020 outdoor living must-haves from our new client Classic Accessories.

Classic Accessories is the leading manufacturer of high-quality, benefit-rich protective covers, furnishings and accessories for outdoor living and today’s active lifestyles. In spring of 2020, the company will launch a new patio collection under its Duck Covers brand and we wanted to give editors a sneak peek at what’s to come. (You’ll have to wait until next year to learn more!)

We met one-on-one with more than 20 editors representing 15 different Meredith print and online properties. Our display proved a great conversation starter, allowing us the opportunity to discuss in detail the Classic Accessories brand and new products. Each editor walked away with a comprehensive media kit and story ideas that could feature the new collection or other Classic Accessories products. And, LCWA walked away with a number of great leads for editorial coverage in spring and summer editions!

Overall, our visit to Meredith Corporation afforded us direct access to editorial influencers and provided the opportunity to position Classic Accessories as the leader in protective covers and as a valuable resource for outdoor living coverage. LCWA effectively solidified relationships with known editors, established rapport with new editors and laid the groundwork for future editorial coverage.

Thursday, November 7, 2019

Influencer Marketing – Not Just a Consumer Tactic

When you talk about “online influencers,” most people think of mommy bloggers, celebrities or fashionistas telling consumers about the latest “must have” products. But influencer marketing can also be a huge asset for business-to-business marketing. Here are a few reasons why B2B companies should consider partnering with influencers in their next PR push.
  • Drive critical audience awareness. There are influencers reaching every segment of the population, it’s just a matter of finding the right person for your messages. Today’s influencers cover a wide variety of topics and reach audiences through workplace blogs, LinkedIn timelines, ongoing podcasts and more. To find the right influencer, look for three things: reach, relevance and resonance. If you have those things, the influencer will have the power to bring critical awareness to your campaign within your audience.
  • Build thought leadership. Influencers are always looking for new and interesting content. Have interesting survey results or an intelligent white paper? Send it to an influencer to discuss and dissect in a new and interesting way, keeping your brand at the forefront of the conversation.
  • Help your company stand out. Influencer marketing in the B2B market is still relatively untapped, so why not be the first in your industry to harness it? Your brand will stand out and apart from competitors. Influencer marketing isn’t slowing down, so the sooner B2B companies lean into it, the more ROI they will get out of it.
  • Create essential credibility. Building customer trust is important and necessary when growing a business, and there’s no better way to illustrate your credibility than by working with a trustworthy third party.  Choose an influencer that matches up with your company’s values and style so that their followers will connect with your brand’s content. An influencer stamp of approval is useful in demonstrating credibility and can win you new fans for the long term.

There are many great influencers out there. Hopefully this insight will encourage your company to start applying influencer marketing into your next campaign!

Monday, November 4, 2019

First Alert Celebrates Fire Prevention Month

When it comes to fire and carbon monoxide (CO) safety, First Alert works hard to ensure everyone has the tools to keep loved ones safe year-round. During October, the fire service, nonprofit organizations and industry partners offer families ample fire safety education for Fire Prevention Month. According to the National Fire Protection Association (NFPA), three out of every five home fire deaths result from fires where there is no smoke alarm or no working smoke alarms. To highlight the importance of home safety, LCWA worked with First Alert to improve awareness nationwide.

To reach consumers directly and underscore this information, First Alert partnered with Lowe’s stores and local fire departments across the U.S. to educate the public about how to protect their families and homes from the threats of fire and carbon monoxide (CO). This involved fun, family-focused activities to teach families about equipping their homes with smoke and CO alarms, as well as planning and practicing a fire escape plan.

LCWA assisted First Alert and Lowe’s in announcing the partnership with a press release as well as distributing a separate release focusing on fire safety and reliable protection for Fire Prevention Month. First Alert shared new data which showed that 60% of consumers do not test their smoke and CO alarms monthly as many forget or aren’t aware of the need for regular testing.

To ensure successful events at the participating Lowe’s stores, LCWA assisted in securing participation at the events nationwide. This included customer service support and coordination with fire safety professionals.

To increase public education, LCWA coordinated a multi-faceted media campaign. This included two media tours promoting home safety and the Lowe’s events in local markets. Additionally, we conducted outreach to numerous local markets to highlight the home safety events occurring at local Lowe’s stores.

In total, LCWA coordinated more than two billion impressions for Fire Prevention Month. Through this outreach, we hope people take home safety seriously all year!