My formal training in PR began when I worked as a bartenderRoxana Janka - PR SpecialistI learned the essentials to being a good PR pro when I slung drinks at a seafood dive. Be persuasive, clear and enthusiastic Whether it's greeting a guest who sits at the bar or securing approval on a PR proposal, both are best done with energy and sincere enthusiasm. Be clear about what you have to offer. Explain the drink specials or components of a strategy and believe in what you are recommending. If you know it's not in the client's best interest, charm won't help. Anticipate needs and consolidate your trips By the time the raw oysters arrive, make sure lemons to squeeze are already at the table. Similarly, don't make the client ask for something you should have handled. Be efficient. Don't send dozens of emails with one-off questions. Respect your client's time and consolidate communications. On your trip to the kitchen for another side of butter, grab that margarita refill. You'll work smarter, and the client will feel well-fed and tended to. The bar is your domain, you lead the strategy Sometimes bar patrons can be a bit unruly. It is up to you to maintain decorum or adherence to the strategy. When clients ask to throw in ad hoc initiatives or pull the plug on a program prematurely, you must diffuse the situation. Decisively, yet gently, remind them of stated goals and aligning to meet objectives. Be confident in your authority to maintain order and be more than an order-taker. You are there to provide counsel and guide them through the experience — whether dining or PR.
Technology goes retroFarhan Mohammad - Team ManagerThe general perception people have about the tech industry is that it is always looking forward for innovation and breakthroughs. Unlike the fashion industry, there isn't much "retro" in tech. In the late 1990s/early 2000s Microsoft, HP, IBM and others heavily promoted tablet computing, but the market/consumer did not respond because the price was too high ($1,200+), and the technology was not robust. Similarly, Sun Microsystem (now Oracle) was promoting its cloud computing system, Solaris, priced around $5,000. Suffice to say they failed! Then came Apple, Google and Amazon. iPad and Android have revolutionized the tablet-computing market. With the right mix of marketing and robust technology, they are redefining how we consume media and data and interact with the web. This ability was transcended with availability of the "cloud" environment led by Amazon and Google. Technology is moving forward so fast that sometimes we forget to see what we've passed by. I suppose a little bit of retro in tech is not a bad thing.
Will interactive Web 3-D ever die?Armand Kerechuk - Art DirectorIt can be amazing, allowing you to view and interact with an object or scene in all perspectives.
Create loyalty that's rewardingHarvey Kaner - Team ManagerAffinity programs are designed to promote a long-term relationship and affect shoppers' buying habits. Three out of four Americans participate in some kind of rewards program — but the trick is winning them over. Choose an appropriate strategy. Referrals to new customers are good for one-time services; amount of money spent is better for multiple transactions or regularly used products. Target the right people. Half of sales can come from the top 10% most frequent shoppers. Gather as much information as you can about this group. When do they shop? What are they buying? What rewards would they value? It can take as many as 20 new customers to make up for the loss of a loyal customer, so keep the ones you have! Offer tangible goals that are within reach. Customers should be able to reap benefits within the first few months of participation, and rewards shouldn't be too difficult to redeem. Find out what your competitors are doing. What works in your sector or at least what's been tried already. Look for things you like and what you could improve. Promote it. Through employees, email, advertising and PR. A combination of efforts is most effective.
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