June 3, 2016
Keith Green, APR (@KeithsTweets) is relatively new to his job as VP of Marketing & Commercial Sales at Guinness World Records (@GWR) but that hasn’t stopped him from directing the company’s efforts to jump in feet-first and become involved with PRSA.
His background in entertainment and events seems to be a perfect match working for one of the world’s most fun and recognizable brands. He spent six years in the NBA for the Philadelphia 76ers, nine years in the NASCAR field as the Director of Public Relations for two different racetracks and eight years for Synergy, an award-winning events agency in New Jersey. Keith’s experience also includes several adjunct faculty positions, where he’s shared his sports marketing and PR experience with undergraduate and graduate students.
We caught up with Keith in advance of PRXNE16, PRSA Northeast District Conference, where Guinness World Records will the Platinum Sponsor.
Q: Your involvement with PRSA has spanned quite a few years. Tell us about your experience with the organization.
I’m a big believer in PRSA. Membership is a great way to interact with like-minded people and learn from the best in the PR business. My career has advanced and my network has grown because of the local chapter events and the international conferences I’ve attended over the years. While it’s like most anything else- you get what you give- (Keith served on the PRSA-NY board for three years and received his APR certification four years ago) PRSA is a terrific organization and I’m bullish on its growth.
Q: Most everyone knows Guinness World Records through the book. What can you share about your role?
A: For our U.S. office (headquarters are in London, with offices in Japan, China and Dubai) I oversee our book marketing initiatives, as well as our commercial sales efforts. Our book, which is still a best-seller, launches every September (although it will be August 30 this year), and our marketing efforts are geared toward the readers (the kids) and those who buy it for them or influence them-teachers, moms and grandmothers. Although the 2017 book will be our 61st edition, the commercial side of our business is relatively new. Companies of all types work with us to have a judge oversee a record attempt and use our logo to pre-promote the attempt, post-event if the attempt is successful, as well as in promotional videos. Although our business is more than six decades old, we continue to evolve, which is extremely exciting.
Q: You started at Guinness World Records about seven months ago. Why do you think it’s a good fit to be involved with PRSA and why are you doing it so quickly?
A: Relationships are important to me. I know the organization and people well, so that’s critical. Because of those factors, I know that when we attend and activate at a conference that we will have the opportunity to show our creativity and add value for the attendees. Working with PRSA also gives us the opportunity to connect with our various target audiences-those PR and marketing pros who work at agencies, brands, non-profits and educational institutions. That’s the beauty of record breaking- it works for just about any kind of business.
Q: How do your marketing and PR teams work together?
A: Nearly every day, a cool record is being broken somewhere across the globe. Since our PR team oversees our digital efforts, it’s critical that we communicate about what’s happening and how we can leverage some of those record attempts in a timely fashion from a marketing perspective. A great, recent example is Dude Perfect, which broke a series of amazing basketball records last month. The content and resulting video were amazing, and it helps us tell a story to an audience we might not reach as easily.
We also work together on two major events throughout the year- our Book Launch event in the late summer (August 30 this year) and Guinness World Records Day-where we encourage people all over the world to break records- on November 10.
Q: You’ve taught marketing and PR at a few universities. What would you tell someone graduating from college or a recent grad about breaking into the PR field?
A: I always tell my students, “If you can write well, you are ahead of 90% of the people in the workforce.” It doesn’t matter if you are writing an email to a client, a speech for the president of your company, a blog post or a concise Tweet, writing is still a fundamental skill that many people lack. I believe social media and texting have further eroded that skill for many of us, not just the younger generations.
About Fast 5
This is a feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is on the fly! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos
Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at email@example.com and pitch your subject expert!
Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or board of directors of either organization.
April 22, 2016
By Aigner Prensky Marketing Group/Food Truck Festivals of America
#PRXNE 2016 Agency Partner
During our many years (okay, decades) in the public relations, marketing and events world, we have attended countless client events that featured plenty of crudites, sandwiches and cheese plates. There is nothing wrong with that, it’s just not that exciting or creative. There are definitely other options to consider as mobile food options have gained more prominence.
When we started our second company, Food Truck Festivals of America (FTFA), four years ago, we had no clue how popular food trucks and their creative menus would become. We started with a list of eight food trucks and now our list is close to one thousand trucks… and growing!
With our national connections, we get many, many requests for food truck appearances every day, which is why we started a special division of FTFA called Food Trucks 2 Go. We post requests to an internal bulletin board read by the truck owners, and they can book the events themselves if they are interested. When we receive requests from companies or agencies looking for something a little different, a little more fun in the food department, Food Trucks 2 Go gets involved. We have worked with an extensive list of clients including:
- Campbell’s Soup
- Jordan’s Furniture
- Suffolk Downs
There’s just something special about an event with six exciting food trucks vs. an event with six catered food stations. Visually, it is more eye-popping, hip and different. A gourmet grilled cheese truck serving fontina and short rib sandwiches or a BBQ truck serving pulled pork sliders with red bliss potato salad just beats that cheese plate every time!
So if your agency or client is looking for a memorable lunch or after-work event, consider offering food trucks as a fun alternative.
Aigner Prensky Marketing Group and Food Truck Festivals of America is a proud partner and supporter of PRXNE. For more information about either the agency or the fabulous Food Truck Festivals, contact Janet Prensky at firstname.lastname@example.org or call (617) 254-9500, or visit the Festival site at http://www.foodtruckfestivalsofamerica.com to find a festival near you.
March 7, 2016
This month, PRSA Boston’s theme has been cause and marketing partnerships, and if anyone knows about the B2B sponsorship game in Boston it’s HubSpot. The company’s annual event, “INBOUND,” is one of the most anticipated motivational and educational experiences in the city, drawing over 14,000 attendees in 2015.
We interviewed Nathaniel Eberle, (@ThanEberle) director of PR and brand at HubSpot, who for over his 18 year career, has built and executed publicity and digital media programs for emerging technology companies and global brands. Before arriving at his current position at HubSpot in early 2015, he worked for Weber Shandwick, Tufts University and Racepoint Group.
1. How do you keep up-to-date with what’s new in the sponsorship industry?
When we look at what’s going on in the industry, we pay close attention to the biggest events, and specifically how companies use those opportunities to really break the mold and provide a top-notch, memorable attendee experience. We love seeing brands that take chances with their sponsorships, because it provides great inspiration to us when we go to tailor experiences of our own, whether through sponsorships or through our own hosted events.
2. Tell us about an important trend you think will impact the corporate sponsorship market this year.
I think we will continue to see the rise of creativity. While opportunities like branded wifi, goodie bags, and logo’d banners will never disappear, attendees don’t really derive much value from these in relation to the sponsoring company. They’ve become ubiquitous among a sea of sponsors. Brands will start to see some real return on their dollars when they aim to “wow” attendees with unique experiences that add serious value to the event and add surround-sound experiences through social media. Even though it takes some extra brainpower (and maybe a little extra dough) to create a tailored sponsorship, the return will be much higher for meaningful and memorable experiences than for an otherwise standard sponsorship.
3. What factors are most important to you when weighing decisions about who to sponsor?
When we’re deciding whether or not to sponsor an event we take a close look at what our dollars are affecting and how big an effect they will have. Partnerships with our technology partners or agencies are often mutually beneficial because of the large area of overlap in our goals, and can be especially valuable when they’re in our hometown (or the home region of another HubSpot office). For example, we recently sponsored a Startup Pitch-off event by TechCrunch here in Boston, featuring the launch for our new program, HubSpot for Startups. Because many attendees were from startups themselves, they were able to get a ton of value from our presence, and on the flip side, HubSpot’s new program got some valuable face time in front of its target demographic.
One exception to the above is in regions where trade shows are THE place to convene and do business. A great example is the upcoming DMEXCO event in Germany — while we tend not to invest in trade shows, for our industry, this particular event is the must-attend (and expected) event in Germany. When we’re deciding whether or not to sponsor an event we take a close look at what our dollars are affecting and how big an effect they will have. Partnerships with our technology partners or agencies are often mutually beneficial because of the large area of overlap in our goals, and can be especially valuable when they’re in our hometown (or the home region of another HubSpot office).
4. How do you know when a sponsorship has been successful (or not) and has been worth the investment? Are there certain metrics you prefer to track?
As we all know, sponsorships can be hard to track because it’s not always about lead generation (which would be easy to measure). Instead, it’s often about building brand awareness or supporting a cause. While we have tools to measure brand awareness overall, drilling down to the marginal return for a specific sponsorship can be difficult or impossible. That’s why we usually look for sponsorship opportunities that are tied to thought leadership (speaking), as it ensures we can get up on the stage, where the impact is one-to-many and much greater than from a booth or table (which is very much one-to-one). It’s much the same when we’re sponsoring an event that supports a cause — we always try to get up onstage and talk about why that cause is important to HubSpot, and really get that messaging across in a meaningful, one-to-many way.
5. What is your “must-attend” conference, trade show, expo, event or meeting of the year?
Naturally, our “must-attend” event is INBOUND, HubSpot’s annual event here in Boston where the inbound movement meets up to learn and grow every year. In 2015, we saw over 14,000 registered attendees, and hosted content ranging from heartfelt with The Malala Fund to hilarious with Amy Schumer. With over 250 sessions and hundreds of hours of content for attendees, it’s our chance to provide a really great opportunity for like-minded brands to showcase their messages – in innovative ways – as sponsors of the event.
Join us on Tuesday, March 15th, as PRSA Boston hosts a webinar training session for corporate brand, marketing and PR managers on how to negotiate and design a corporate sponsorship. It’s free, so register today!
About FAST 5
This is a new feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as … winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos
Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at email@example.com and pitch your subject expert!