Subaru of America, Inc. Thinks “Outside the Track” To Publicize 2009 Subaru Models

BOSTON, MA. (Feb 26, 2009)-  When it comes to media relations, most car companies follow a time-tested public relations formula: test-drives with the likes of Car & Driver, Automobile, and Road and Track. And while positive reviews in the auto press are essential, this year Subaru of America is taking a road less traveled to reach the American consumer: the CBC Winter House, an innovative media relations program from Boston PR agency Cercone Brown & Co. (formerly CerconeBrownCurtis).

This January, Subaru of America, Inc. put top consumer journalists behind the wheel of their 2009 Tribeca and Forester models at the CBC Winter House, where journalists were given the opportunity to test products in a natural setting. No contrived media pitches – just the product in the environment for which it was intended; in Subaru’s case, real roads, a wintry setting, and drivers of all skill levels.

“This was a unique way for us to get consumer journalists into Subaru vehicles and see what our products are all about,” said Heather Ward, manager of corporate communications for Subaru of America, Inc. “Park City was a great setting for us to show off the go-anywhere capabilities of our vehicles. With standard all-wheel drive and the legendary Subaru boxer engine, the media got to see a different side of our vehicles – not only are they safe and durable, but they are also a lot of fun to drive.”

Media pros from top press outlets ranging from Men’s Health to Good Morning America stay in the Winter House in Park City, Utah for three-day sessions, and have the opportunity to taste, touch and drive innovative 2009 products. In many cases, these products have not been released to the public.

“I had the opportunity to try products I wouldn’t have seen for months and have fun while I was doing it,” said Natalie Gingerich, Prevention. “I previously breezed over brands I was unfamiliar with and the Winter House gave me an opportunity to see new brands, and test familiar brands in a new way. I have always thought of Subaru as an outdoor car company but they have upped the ante. Their new models are luxurious and it was great to test them in icy conditions to see what they’re capable of”.

This year, the media really had an opportunity to test product that has yet to hit the market place, from brand new Kettle Chips flavors to heated jackets from Mountain Hardwear and brand-new watch models from Timex. Participating in Winter House gives companies an opportunity to use the media as a focus group on product that is new, innovative and still in its preliminary stages. Additionally, companies like Kahtoola and Karhu use the Winter House forum to get their name out and test product currently on the market. The program has lead companies to look at media relations in a whole new way.

“The media that attend the CBC Winter House and Summer House collectively sway huge influence on the consumer trends in the US and abroad,” said Noelle Guerin, the architect behind the program for CBC.  “Subaru created a powerful impression for journalists that typically don’t have the chance to report first-hand on the driving experience. It groups their new models within the realm of the most innovative and exciting products of any kind in 2009, not just new cars.”

Coming on the heels of a successful Winter House program, the Summer House, CBC’s sister program on Nantucket, has already signed on several companies. The Summer House kicks off on June 7. For more information on how to participate in Summer House or other experiential media relations programs please contact Noelle Guerin, nguerin@cerconebrown.com

About CBC

Located in Boston, Massachusetts, CerconeBrown&Company (CBC) provides branding, advertising, public relations, promotions and social media services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

About Subaru of America, Inc.

Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Subaru makes the best-selling All-Wheel Drive car sold in America based on R.L. Polk & Co. new vehicle retail registration statistics calendar year-end 2007. In addition, Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency (EPA) fuel economy standards. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife Habitat by the National Wildlife Federation. For additional information visit www.subaru.com.

Media Relations Tips for PR Agencies from Journalists

I came across a good article on effective media relations I thought I’d share. It’s from the Bulldog Reporter, a news source for PR professionals. It was from the blog Journalists Speak Out, which is a must read for all PR agency folk. While there’s not a lot of new information for people who work hard on packaging news with specific media needs in mind, it’s at very least a quick and easy reminder of some major do’s and don’ts for media relations agencies from Boston to Baton Rouge.

The big tip for me is the “nut graph.” You can be sure that all of our publicists at CBC will be adding this to their pitches and releases.

Enjoy…

New Year’s Resolutions Journalists Wish PR Practitioners Would Make
By Brian Pittman
“A resolution many journalists probably wish PR people would make could be to commit to doing more homework before calling us,” says Kristin Bender, the Berkeley reporter for the Bay Area News Group-East Bay, which owns The Oakland Tribune. “It doesn’t have to be extensive. Just ‘use the Google,’ as President Bush says,” continues Bender, who is also a freelance writer and frequent Bulldog Awards for Excellence in Media Relations and Publicity judge. Read more

Media Relations In a Down Economy: Three Rules to Getting Ink

These days, media relations pros are finding the universe of press opportunities dwindling.  True, there’s a whole host of things your PR agency can do with online and social media marketing, including bolstering search results through smart SEO copywriting, promotional campaigns, Facebook and Twitter.  But the truth is that a huge amount of sway in public opinion is still held by the traditional media.  

Public relations pros still need to reach the national news outlets and magazines that are reporting on trends and products with great depth and authority.

But with advertising support at an all time low, these outlets have less time and space for editorial. So PR agencies need to work smarter for their clients than ever before.  Here’s Three Rules to Getting Ink that should help get bolster your media relations efforts in these times of scarcity: Read more

Staring Down the Numbers Without Blinking

     No matter where you look these days, the numbers are daunting.  Unemployment is nearing double figures. Fourth quarter was dismal, and first may be even worse.  Seems cost cutting is the only way to gain leverage in this worsening economy.

     With this backdrop, I got a call yesterday from a client that wants to put all marketing on hold.  Seems a reasonable response… see a number, make it go away. But my fear is that by abandoning marketing in your greatest time of need is like jumping from a lifeboat into the water.

     Consider that this company has very low awareness, and an even lower understanding of its brand … which, by the way, shows huge loyalty once a consumer is exposed to the brand story.  What’s more, a recent study conducted by this very company shows consumers are continuing to buy this category.
     Under normal circumstances, one would put it together: low awareness in an active category + a brand story that aligns with the professed interest of its target consumer. This should be a lay up, really. And in a time when others are cutting back, the noise level is low.  With a little effort, WE COULD BE HEARD.
     Folks, I understand the reality of dollars and “sense”. But PLEASE consider that unplugging the electricity that keeps the lights on is not a great answer.  You can run on batteries for a bit, but eventually things go dark.
     However, this isn’t a blind plea for fluffy marketing. You MUST demand an ROI strategy for marketing efforts. This doesn’t mean that you can forecast income based on investment. If marketing were a formula of “spend one dollar, make two”, we wouldn’t have this conversation. But you at least need to see how a program will deliver sales, leads, prospects or target engagement.  
     Do this, and you’ll see the numbers, all right.  Ones that you can take to the bank.

Tips for PR Pros From Journalists

I came across a good article I thought I’d share. It’s from the Bulldog Reporter, a news source for PR professionals. It was from the blog Journalists Speak Out, which is a must read for all agency folk. While there’s not a lot of new information for people who work hard on packaging news with specific media needs in mind, it’s at very least a quick and easy reminder of some major do’s and dont’s.

The big tip for me is the “nut graph.” You can be sure that all of our publicists at CBC will be adding this to their pitches and releases.

Enjoy…

Read more