Why Should You Be Celebrating IHOP’s National Pancake Day?

Today, March 3, 2015, is International House of Pancakes’ National Pancake Day.  The event started in 2006 as a way to support charities in the communities in which they operate.  To date, IHOP has raised over $16 million dollars – not a bad chunk of change.  This year marks the tenth anniversary of the event and to celebrate the “Decade of Giving,” guests will receive a free short stack of pancakes in return for their donation to Children’s Miracle Network Hospitals or another designated, local charity.

We’ve seen our fair share of “reward for spending” or cause related marketing efforts as of late.  In fact, the amaraReps team has done a few ourselves, we’ve put together campaigns with both Soles 4 Souls and People Water, which created amazing opportunities for the clients (and people) involved.  Tom’s has even taken it so far as to base their entire sales/marketing strategies around the concept.  The great benefit to companies that create these customer rewards campaigns is that they create customer loyalty and increase brand sentiment.  A good experience is likely to create a repeat customer, furthermore giving customers an incentive to choose your company over others will strengthen the bonds that already exist.  Essentially, the customer is asked to invest a dollar today and they can expect to get much more down the road which gives them a feeling that they chose wisely.

Personally, I find it is a great tactic for so many reasons.  In particular, IHOP’s approach of connecting their customer directly to a charitable cause increases their sales and gives them a PR boost at the same time.  Furthermore, any investment in your community is an investment in yourself.  Food for thought… pun intended.

The Second Episode of Manny Santiago’s “Live & Learn” is Here!

Check out the latest installment from professional skateboarder Manny Santiago + co as they continue their adventures through Puerto Rico.  Once again, your favorite PR team is in the mix!

A Few Basics When Creating a Wikipedia Page

Whether you are researching a topic for a pitch, checking the details of a potential client, or just plain curious about a subject, Wikipedia is undoubtedly one of your top resources for information.  That being said, have you ever created or contributed to one?  When you think about it, having the know-how to design such a major asset for a client can be a huge win for them and your team.  Creating a Wikiedia page can be quite the task, especially considering the how-to that they provide.  Not that they aren’t informative, but WOW the amount of rules and regulations can be quite daunting.  There can be pressure to make sure a client is represented in a positive light, however you also must be honest and informative.  Here’s a few tips to get you started:

  1. First, if you want to contribute to Wikipedia you must create a profile.  It’s super easy and anyone can do it.  It’s the standard profile you would create on almost any other site.
  2. The number one rule of thumb within Wikipedia is to contribute true and referenced information.  Basically meaning any and all info you put up there must be verified elsewhere.
  3. Information presented cannot be praiseful, only factual.  Meaning if you want to write something in a positive manner you will have to get a bit creative, but that’s why you’re in marketing right?!  Here’s an example:

    UNACCEPTABLE: “John Doe’s website is amazing and he is the best at promoting himself as an artist.”

    ACCEPTABLE: “Doe has turned his moniker and website, “John Doe,” into a brand in itself.”

  4. When creating an article about a person, refer to them in a professional manner.  For the most part, this means addressing them by their last name:

    UNACCEPTABLE: “John is currently the highest grossing artist in the nation.”

    ACCEPTABLE “Doe is currently the highest grossing artist in the nation.”

  5. Use quotes!  The best way to add that extra bit of zing to an article is to add quotes from notable sources to share a clients accomplishments.
  6. Reference/contribute to other articles BEFORE creating one.  Don’t get me wrong, I’m all for creativity and blazing your own path, but in this case there’s no need to reinvent the wheel.  Look at the formatting, context, and content of other, well-established Wiki’s and take notes.  Better yet, do some research and add to those pages!
  7. DO NOT advertise or promote a business/client.  Remember, this is solely an informative site, not a place to sell.  This may be a bit confusing as isn’t that your job as a marketer?  Perhaps, but creating a relevant Wikipedia page that will last is doing just that: informing people on a topic of importance and interest.  If you put up a juiced up sales pitch that has no business being there, it will be taken down soon anyway and your credibility may go along with it.
  8. Reference everything!  Yes I said this in bullet point number two, however it is so important that I’m putting it twice.  Any accomplishments, quotes, contributions, ANYTHING AND EVERYTHING must be referenced.  This is what will give your Wiki credibility and keep it established.

These are just a few basic tips to get you started, there is A LOT more to go through, but I didn’t want to overwhelm you right off the bat (follow up post?).  Wikipedia states that you should not write about friends, a website, or basically topics you are particularly close to.  The idea behind this is that you may not present information in a neutral manner, I believe that as long as you can stick to their rules then go for it!  Bottom line…Wikipedia is an amazing tool where everyone goes for information, so why not play a part in creating another asset for your client?  Good luck!

How We Write Boilerplates That Don’t Make Us Cringe

The phrase boilerplates brings to mind a sweaty workshop full of steam where menacing fires surround weary people.  And writing a boiler plate can make one feel like a character out of a Dickens novel.  As a content writer, I see it in a different way.  After talking to a business person for ten minutes about their company I can usually find the ‘flint’ necessary to write a boiler plate with a professional appearance and a bit of warmth.

The original idea with a boilerplate was to have a bit of general information about a notable person or company that could be popped in to any news story to clarify, for the unwitting, what or who was being discussed.  This information now usually exists on the About Us page on a company’s website.

If you research the term boiler plate you will come to find that this should include where you operate, how long you have been in business, what you do and so on.  You will also undoubtedly return with hints and tips about including your awards, accolades and unique product offering or position statement.  The writer may even include examples from huge, well-established companies that are filled with them.

As a new company, you may feel like a waif next to these stuffed and sparkling boilerplates and tend to fluff up your achievements in order to fit in.  DON’T.  A lean boilerplate is still functional and meaningful to the reader.  It is better to add a touch of your company’s spirit to the boilerplate than to convolute it with $5 words and aspirations for the future.

The Marketing Partners at amaraREPS call upon the brand promise that we develop with our clients in designing a new boilerplate.  This is an exercise in which we drill down to what our clients want to be known for, what makes them superb, how they supercede the competition.  We swap out statements like “with a proven track record of XYZ” and “cutting edge blah, blah and blah” to give boiler plates tone and integrity.

Need help constructing your boilerplate? We’d be happy to give you some additional pointers, or some inspiration if you get stuck! Send is a request on our contact form, and we’ll get back to you with some superb ideas!

Welcome to the Family!

amaraREPS is proud to announce our new client, Essence of Money.

Essence of Money was founded in September 2012 by Ritu Hasan.  Ms. Hasan has been able to combine her extensive background in energy healing and banking/ financial law to provide her clients with clear focus and solutions when it comes to their finances. A devoted fan of personal development, Ms. Hasan has a huge drive to give back and allow her clients to not only change their perspective toward finances, but to allow them to create the abundance that they deserve.

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Check out Essence of Money on the interwebs!

 

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