March 28, 2011
Verizon brings new services, PR war, to Capital Region
-Nick Antz
On Friday, March 25 Time Warner Cable met its first serious competitor in the Capital Region cable market when Verizon announced that it has begun providing Fios TV service to residents in the Towns of Colonie, Guilderland, Bethlehem and Scotia. This represents some serious public relations opportunities and issues for both of the providers.
Time Warner Cable is the area’s primary source of cable, television, and Internet service. They’ve faced competition from various other providers in the past, such as Direct TV or DSL Internet, but Verizon’s Fios is probably their first serious competitor in recent years.
Before when Time Warner faced competition, they had the upper hand in that they had the more reliable, faster technology. They were accurately able to communicate to their customers that their service, though more expensive, was a lot stronger and faster. Take for example the transition period between dial up Internet service and Broadband. At the time the phone companies tried to promote their DSL connection, but consumers knew the service couldn’t compare with the cable company’s high speed Internet.
Another reason Time Warner has been at the top so long is that no one else has delivered as comparable a product for the price. Fios, however, brings a lot more to the table than past competitors, and has shown it in their new Capital Region campaign. One of the best things they’re doing now is showing the advantages of their network. The service is run across a completely fiber optic network. This allows them to easily and more reliably transmit HD video and sound to their consumers. They also have a larger selection of High Definition channels and are competitively priced.
Verizon is also spreading the message that residents “now” have a choice as to where they get their cable/internet/telephone services from. This is a bit misleading, as people could have chosen to go the satellite or antenna route before, but I think this is just the message that could get them more deeply imbedded in the market. The message sets up Time Warner as the “old” choice, the relic of an ancient time when Capital Region residents were savagely forced to choose between them or not having cable (the horror!). Alternatively, it sets up Fios as the new service everyone should want because it’s so shiny and polished and not Time Warner.
Time Warner is likely to promote themselves as “old reliable.” Whether or not Fios’s network may be better, Time Warner has been servicing this area for years. People tend to dislike change, even if it’s for the better. The cable company should also keep rolling out the extra features, like the recently released iPad application that allows customers to watch TV anywhere there’s Internet on their tablet device. It’ll be extras like this that give Time Warner an edge in keeping their old customers.
Though Fios TV has only just cracked the nutshell that is the Capital Region market, I think this is an issue we’re going to hear a lot more about in the coming years. It’ll be interesting and educational for PR practioners and students to see from where and how hard the two companies come down on each other in the coming public relations battle.
March 20, 2011
Chrysler 200 ad just not about the car
I must say you have to love a comeback story, and while I don’t believe this ad campaign represents the city of Detroit’s comeback. It definitely makes you want to root for the motor city.
At a first glance of Chrysler’s super bowl ad and follow up commercials for its new car the Chrysler 200, one might think this is a public relations advertising campaign for the city of Detroit.
This is why I love this campaign so much it really isn’t just about the car. It’s not even about rebranding a city that has been known for its imports. Instead it is an image reinforcement for a city that has experienced hard times in the worst way. A failing industry that supports its economy, a housing crisis, and worst a crime rate that is through the roof. Yet you see in this commercial a city that hasn’t given up but instead one that is rising from the ashes.
Who better a celebrity endorsement then the hometown boy done good, rap star Eminem, someone who has a comeback story of his own. What started as a commercial has turned into a Public Relations campaign for the city of Detroit, Imported from Detroit.
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March 7, 2011
Head & Shoulders Gets a New Face
by Lexie Guccione
Joe Mauer for Head & Shoulders
Joe Mauer, catcher for the Minnesota Twins, is the face of Head & Shoulders’ new campaign. Subsequently, Head & Shoulders is now the Official Shampoo of the MLB.
The campaign will combine traditional print and television advertising with public relations techniques, like a Facebook fan page and a consumer engagement movement.
Already the official shampoo of the NFL, Head & Shoulders has previously used Troy Polamalu , safety for the Pittsburgh Steelers, in their campaigns. Polamalu was a clear choice because of his infamous mane of curls and popularity with fans.
This promotional video featuring Polamalu shows the online campaign Head & Shoulders used to garner interest in their products, while enticing consumers with Super Bowl tickets. Although the Steelers didn’t win the game, Head & Shoulders definitely gained some winning points for the fun and interactive site.
In recent years, Head & Shoulders has been pushing a younger, more active target audience. This strategy is supported through the use of sports starts like Polamalu and Mauer.
Head & Shoulders has also established an online presence through both their own website and the social networking site, Facebook.
The creation of a fan page on Facebook gives Head & Shoulders the opportunity to communicate with consumers in a public forum. Additionally, they are able to post links to videos, alert fans of new developments, and facilitate discussion.
While it’s hard to argue that this method of building client relations is ineffective, the ethics of celebrity endorsement is an issue of debate.
Some claim that celebrity endorsements foster unrealistic expectation for consumers. For example, no matter how often you wash your hair using Head & Shoulders, your hair will probably never look like Polamalu’s without the help of extensions and you won’t be acquiring a handful of Superbowl rings.
But younger fans, who are still developing critical analysis skills, may be unable to see that distinction. Imagine a hoard of teen boys buying out the shampoo section…
That being said, I don’t think there is any scientific evidence citing that Head & Shoulders has a number of negative side effects, absolving them of any backlash due to health concerns.
Another issue is the brand association. If Mauer is involved in some sort of scandal in the coming months, will Head & Shoulders have to get involved?
Celebrities gone “bad,” like Tiger Woods, can sway consumer opinions on the products they are associated with. Situations like that require a wave of crisis communication efforts from the business’ PR professionals – a costly and messy experience.
So, here’s to hoping that this works out for Head & Shoulders. On a personal note, I am very supportive of guys with well-conditioned hair. Take a note from Mauer, boys!
