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The Law Firm of de la Grana | Boardman Offers Reward for Apryl Foster

Apryl Foster- Missing Since 2/12/15, last seen in Ybor City.

Playbook’s client the Law Firm of de la Grana | Boardman is joining the Gonzmart Family and Premier beverage in offering a $2500 Reward for Apryl Foster. This brings the total reward to $16,500 (Ulele $10,000 & Premier $4,00 DB $2,500) for information leading to finding Apryl Foster last seen in Ybor City on 2/12/15.

Law firm has been there 20 years. De la Grana Family, owners of De la Grana Tourist Agency has called Ybor City home since the early 1940’s.

“I am just very concerned. I have a daughter that age and I can’t fathom what parents are going through. Apryl seems like a wonderful person in every sense of the word, a thoughtful daughter who loves and communicates regularly with her parents, talented in many aspects of her life, and serious about her work and career. It’s just disturbing that this would happen in my community, my backyard, to such a responsible and kind young woman,” said Frank de la Grana.

If you have information about Apyrl Foster, please contact the Tampa Police Department immediately at (813) 231-6130.

Thank you. Our thoughts and prayers are with Apryl and her family. May she come home safely today.

Emotional Appeal Marketing

Emotional Appeal Marketing

Budweiser_dog_superbowl_ads_2015Did you notice something different about this year’s Super Bowl commercials? I did. They were decidedly less jovial.  Instead of getting laughs, the majority of the commercials focused on pulling your heart strings and creating an emotional response. Even most of the male-targeted commercials appealed to the sensitive man that cared about his family and wasn’t afraid to be a nurturing part of the home life. I like to call it “Sensitivity Marketing” and the fact that this kind of advertising dominated the Super Bowl shows us the Millennials have not only arrived but are major influencers to mainstream media!

With the advent of social media and the ability for consumers to have brand information on a daily basis, the marketing messages have softened and become more emotional. Millennials seem to connect with deep emotions and feelings. They don’t want to feel like they are constantly being sold a product. They want to buy a product because it “feels” right, maybe it is green-friendly or evokes good memories from their childhood, or the company is run by good people. This emotional appeal marketing strategy is effectively influencing purchasing decisions for both men and women.

Emotional Appeal Marketing uses a variety of techniques such as tone, lighting, color scheme, and mood to appeal to consumer emotions like empathy, sympathy, and happiness. This, in contrast to Rational Appeal Marketing, which attempts to prove the product’s quality and usefulness to the consumer by performing a product demonstration or citing facts.

According to Executiveboard.com, Emotional Appeal Marketing messages are twice as effective as Rational Appeal or promotional advertising.

The chart below highlights just how effective emotional marketing can be.

emotional marketing

According to Neuroscience Marketing, campaigns with purely emotional content performed about twice as well as the rational content approach, and those that were purely emotional did a little better those that mixed emotional and rational content.

Hiring a marketing company that understands how to make an authentic emotional campaign is key. Since the marketing firm should believe in your product and understand the emotional value, your potential customers will too. Emotional marketing increases brand loyalty and will help you build long-term relationships with your target audience.

What’s your marketing and PR strategy, and is it appealing to your target audience?

Rasa-Lila Fest2014 Live on TV

rasa-lila-fest-yoga

Rasa-Lila Fest is an annual yoga and healing arts festival that takes place every Fall in Odessa, FL. This Tampa Bay festival hosts a full schedule of yoga classes, kids activities, SUP, meditation, and music with overnight camping available.

We linked them up with WEDU’s Arts Plus program to share their story with the world. Here’s the link to the full
http://www.wedu.org/artsplus/#/cove/39cc4e4f-28a4-45a9-9a15-ebc1d36cce02

Client News: Playbook creates flyer for Joyful Dating

Joyful Dating

Starting your own business is hard work. Partner with us and we can help you with branding, positioning, SEO, PR and marketing materials. We created this flyer for the relationship coaching service, Joyful Dating. It has helped to attract new clients in search of help in their dating experiences.

Tampa Bay Based DDA Development Closes on Land in Downtown St. Petersburg

Fashionable, Urban Luxury Lifestyle Becomes a Reality at The Salvador

St. Petersburg, FL, January 20, 2015DDA Development closed on an acre of land in the heart of Downtown St. Petersburg today. The closing is the next step in the development of The Salvador, a Green-Certified 13-story luxury building located within the City’s Arts and Innovation District. Mesh Architecture, a local architectural firm and a St. Petersburg Pier design finalist, is collaborating with DDA Development on this project. The Salvador will complement the development activity already taking place within the Arts and Innovation District, near USF St Pete, the Mahaffey and the Dali, and will transform the block into a gorgeous, convenient, hip and energy efficient place to live.

“We were attracted to the neighborhood feel of this location. Residents are within walking distance to Publix, the hospitals, USFSP, the Dalí and Mahaffey Theater, and are just a few blocks from great restaurants like Z-Grille and Red Mesa Cantina. We are excited about everything happening in downtown St. Pete and are happy to be a part of making it a better place to live,” says Bowen Arnold, of DDA Development.

North Exterior Rendering with Home Views of Downtown St. Petersburg’s Skyline & The Pier

North Exterior Rendering with Home Views of Downtown St. Petersburg’s Skyline & The Pier

Downtown St. Petersburg continues to gain national media attention for its urban renaissance, spurred by its vibrant cultural center, culinary hotspots, and urban growth. Recently, The Huffington Post named St. Petersburg in their Top 5 Up-and-Coming U.S. Tourism Cities, saying, With a celebrated museum devoted to Salvador Dalí and a revamped downtown that’s home to multiple craft breweries, the former retiree community of St Petersburg is boasting a younger energy that’s giving the Florida city a totally new vibe.”

Floor Plan B with Exterior Views on the North, East & West Sides & an Expansive Great Room

Floor Plan B with Exterior Views on the North, East & West Sides & an Expansive Great Room

About The Salvador

The Salvador provides a fashionable, urban luxury lifestyle with prices starting as low as $335,000 and ranging up to $1,400,000. One and two-bedroom condos range from 964 square feet to 1,810 square feet, and the pair of three-bedroom penthouses with approximately 2,500 square feet. All homes will come with Bosch stainless steel appliances; wine coolers, gas cooktops, European-style cabinets and wide plank engineered wood flooring. Luxury features of the building include an 11,000-square-foot amenity deck on the third floor, with a spa, heated saltwater pool, and a fire pit, along with a fitness center/yoga room. A two-story lobby offers a full-time concierge with a large seating and greeting area.

Smith & Associates Real Estate, the exclusive listing agency for The Salvador, with over 30% of homes sold to date. Site preparation and demolition will take place in the upcoming weeks followed by a groundbreaking ceremony scheduled for March.

About DDA Development:

DDA Development is a full-service development company with capabilities in investment, finance, asset management and construction. Based in Tampa, the firm focuses its efforts on developing residential buildings, primarily within the metropolitan Tampa Bay region.

For More Information:

The Salvador

http://www.thesalvador.com/

DDA Development

http://ddadevelopment.com/contact/

Smith & Associates

http://www.smithandassociates.com/about/

Mesh Architecture

http://www.mesh.ws/

The Importance of Branding

The Importance of Branding

brand-building“Fundamentally, it’s not just about content. It’s about identity, relationships, and content,” said by Amit Singhal, vice president at Google. Branding is about intertwining these three ideas into one grand design to attract consumers. Companies use logos as an identifiable trait to help define a company. A company’s brand is the body and soul of a business.

Branding is vital to the survival and success of a business because it must be relevant with culture and cater to our society. Customers are attracted to a brand’s value and consistency, which creates customer loyalty with the brand. Not only do they respect and love their favorite brands, they also tell their friends. According to Nielsen, 92 percent of people trust recommendations from their peers and family more than other type of marketing. When a brand is well loved the company will continue to flourish because of their exceptional branding strategies.

As the world continues to evolve to a computer generated, paperless society consumers tend to pay more attention to branding when it’s placed in a social media standpoint. Not only is it easy, but it’s also the most effective method to get their brands superiority and information to the general public. Many consumers do their research before they commit to any particular brand, and they do that through blogs and sites such as Facebook and Twitter. When branding embraces their consumers they gain more than just capital they gain maximum potential for their company.

Rev Up Business with New YEAR Passion

Why is the start of the New Year one of the most important times of the year for a business? Here’s a hint, it’s because of the way your employees feel. They feel excited for the year ahead and ready to accomplish goals and quotas. The New Year is a universal period to foster and initiate changes.

Your employees probably have spent the last two weeks of December getting off their routines. By the time January 1st rolls around, they are tired of partying with friends and family, of eating foods that make them feel sluggish, and of being away from home with travels. They crave routine and a sense of accomplishment. They are EAGER and EXCITED for the possibilities that the New Year brings.

They are ready to hit the reset button. So learning about your employees’ goals and align your culture to foster engagement and support because your employees personal goals will ultimately bring rewards to your bottom line. We all know that support and teamwork make achieving goals easier. For example, most people want to lose weight and get healthier in the New Year. So offering a yoga class or nutritional class once a week during lunch hour will help your employees feel supported in that goal. What’s your reward? Healthier and happier employees who miss less work and are happy and engaged while they are at work! Ultimately, you will attract and retain a better talent pool!

My golf coach always said, “Energy plus motivation equals PASSION.” When your employees feel passionate about where they work, loyalty rises and they become product champions. A loyal employee creates a loyal customer. They are most likely to be talking to their friends and spreading the word about how great your company is. And according to a Nielsen survey, word-of-mouth recommendations from friends and family are still the most influential in influencing buyers.

Studies also show that happy employees are 12% more productive than the average worker. If you ride the wave of energy that they already feel with the New Year, you will have employees that are giving it their all at the workplace.

Schedule a brainstorming session with key employees this month and be open to new ideas. Maybe there are some interesting projects you can assign or an employee incentive program that would encourage and reward your employees. Create product champions now and spur commitment and growth within your corporate culture. The rewards will be worth the effort.

What is Content Marketing?

What is Content Marketing?

Content Marketing

Content Marketing

According to Content Marketing Institute,

[quote align=”center” color=”#999999″] “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”[/quote]

Part 1: What is Content Marketing?

Blog Writing

Blog Writing should be the first important component of your Content Marketing Strategy. An expertly written blog is an important way to grow the organic search reach of your brand. It improves search engine rankings, which makes it easier for people to find your brand in their searches, and it plays a significant role in your long-term marketing PR strategy. For example, if your marketing materials are designed to make you “appear” as an expert in your field then your blog is the perfect way for you to voice your expertise. According to Social Media Today research, 81% of the online population trusts the information they receive from bloggers.[2] Here are 3 quick ways to make blogging a part of your marketing strategy:

1. Quality Counts.

It’s simple – your consumer doesn’t want to read a blog that is uninformative or poorly written. If writing isn’t your strong point or you don’t have time then hire a marketing PR firm that offers blog writing services.

2. Know Your Market and Set an Editorial Calendar for Content.

Ask yourself: What information would be useful to my customer? A blog writing schedule should be planned out for the year in order to help capitalize on trending topics. For example, when PBPR wrote the blog for IQuit with AHEC (Tobacco Free Florida’s in-person option of “3 Free & Easy Ways to Quit”) this May, we wrote about smoking’s effect on skin cancer, since the trending search topic during the month of May is Skin Cancer Awareness. Our client’s blog has the potential to expand their organic reach when the topic is relevant.

3. Use Keyword Rich Blog Content.

You want your blog to come up when people are searching for topics that pertain to your field. Then your blog better contain keywords relevant to that topic. But be careful Google will penalize you for overstuffing your blog with keywords! Blogging also gives you a way to connect with others in your business community and makes customers feel like you are reaching out to them in a friendly, useful manner without just being sold to. Not only that, but you can start to build a network with other bloggers to promote your product or to be a guest writer on their site.

In Part 2 of our blog series, “What is Content Marketing?” we will discuss the second important element of Content Marketing: Sharing relevant content through social media marketing.  

 

1 http://contentmarketinginstitute.com/what-is-content-marketing/

2 http://socialmediatoday.com/irfan-ahmad/2443541/tips-developing-solid-blogger-outreach-strategy-infographic

The Power of a Friendly Brand

The Power of a Friendly Brand

In the past an authoritative voice had the power to drive sales. Those of us above 35 all remember  “4 out of 5 dentists recommend Trident for patients that chew gum.” The advent and popularization of social media sites like Facebook, Twitter, YouTube, and Instagram have changed the way companies communicate their brand message. Now, the most successful brands are the ones who get “friendly” with their audience. Consumers want to see photos of the faces behind the brands, they want stories that inspire, and they want brands that give back. If you aren’t communicating in this way, you are probably losing out on a large part of your market share.  Here are 5 tips on how to get friendlier with your customers and future customers:

1.  Have a plan

You need to devise a comprehensive marketing and public relations strategy. Plan out your goals, how you want the company voice to feel and sound, and who are the faces of the brand.

2.  Use social media

There are so many social media avenues available to reach customers in a seemingly one-on-one manner. Decide on which ones best suit your company needs and then go for them full-force. Don’t spread yourself too thin and then not monitor or interact on those avenues or you will lose the value of your efforts.

3.  Encourage earned media

Studies show that people value “earned media” as much as paid media and see this as real. Have people like your message, share, post, rate, etc.

4.  Form mutually beneficial partnerships

Align yourself with strategic business alliances. These alliances can help you get your product in front of new audiences and will help you look like you are a community friendly company.

5.  Keep interacting

This is an on-going relationship with your audience. While you might revise the marketing plan to keep it fresh, consistency is the key. We suggest having an in-house staff member dedicated to interactions and public relations or hire it out (often the more cost-effective option). But make sure, you have eyes and ears out there daily.

Make your brand’s PR and marketing goal for the year very clear: Get real and get friendly. If you consciously make your company’s brand approachable, the viral impact will be well worth the effort it takes.

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