Category Archives: Monday Morning Quickie

Monday Morning Quick Tip – Did You Know June 30th is Global Social Media Day?

An ‘official’ Social Media Day (SMDay) was started last year by the influential social media site Mashable; the second annual event is this week, and growing. How will you participate in the conversation?

On Mashable’s announcement of SMDay last year, they had this to say:

Social media has changed our lives. It has not only changed the way we communicate, but the way we connect with one another, consume our news, conduct our work, organize our lives, and much more. So why not celebrate?

In 2010, Mashable urged readers to organize meet-ups to celebrate, and people responded, with over 12,000 people participating globally in 600+ meet-ups in 93 countries; over 30,000 tweets were posted on Twitter using the official #smday hashtag.

At this time, there are 1,374 meet-ups scheduled around the world for SMDay 2011Go here if you’d like to find a 2011 meet-up in your area, or you can start one yourself. Wouldn’t it be cool to have the first-ever trail ride meet-up to celebrate SMDay? Or to organize a meet-up at a horse show, tack store, barn, or feedstore near you?

Here’s how Mashable’s celebrating SMDay 2011. How will you?

Are you planning to do anything for Social Media Day 2011? Share your thoughts via the Comment link below.

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Filed under Equine Industry Marketing, Facebook, Monday Morning Quickie, New Media, Twitter, Uncategorized

Monday Morning Quick Tip – Holy Cow! A Horse Trainer On David Letterman?!

PLEASE NOTE: This appearance was rescheduled to Thursday, June 23rd, in order for Dave & Buck to spend more time talking.

Fire up your DVRs, folks! Horse trainer and ‘horse whisperer’ (he inspired the book by Nicholas Evans and the movie based on it) Buck Brannaman is a scheduled guest on David Letterman tonight. His appearance is part of a sweeping PR campaign supporting the award-winning documentary Buck, which recently received the Audience Award for best documentary at the 2011 Sundance Film Festival.

Image from BuckTheFilm.com

From a marketing viewpoint, this is a ‘dream’ project. You’ve got:

  • a knowledgable, hard-working guy (he travels 40 weeks of the year doing clinics) who’s a household name in many parts of the horse world;
  • a well-received and now award-winning film currently making the rounds of theaters in the U.S.; and 
  • a media campaign that’s using both traditional and social media to get the word out.

At the well-organized BuckTheFilm.com website, you can read articles and film reviews from publications such as the Wall Street JournalAARP The Magazine, National Geographic, the LA Times, and New York Magazine, among others; just click on the Press tab to get there. Under Media/Photos you’ll get candids from various events and clinics, including Sundance.

Will we see Buck hitting the talk show circuit? Maybe. But I think the cool thing is that this kind of mainstream media attention, combined with a thought-provoking film that shines a light on a different aspect of human-equine relationships, could inspire non-horse people to want to join our world.

Let’s be sure we welcome them with open arms and a good experience.

Have you seen the documentary Buck yet? If not, are you planning to? Share your thoughts via the Leave a Comment link below.

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Filed under Equine Industry Marketing, Monday Morning Quickie, Uncategorized

Monday Morning Quickie – Change Is The Only Constant

Greetings, my lovely and loyal readers! I’m now into Year Two of the No Biz Like Horsebiz blog, and Year Seven of writing about equine industry marketing…and while the subject matter is consistent, my how things have changed!

  • Social media was hardly a blip on the radar screen back then
  • What’s this gizmo called an iPhone?!
  • Decent quality video (and photography) required costly equipment

And so on. So much has changed since I started sharing my marketing and PR knowledge and expertise with the horse world that I love, even my own methods of delivering information have changed dramatically. Who’d have thought I’d ever be called a ‘Twitter Badass?’

Way back then, I started writing about horsebiz marketing because I saw all the talented, knowledgeable horsemen & woman who weren’t succeeding because they were spending all their time and energy on the horse end, and not enough on the marketing end. I had the hope and the dream of inspiring horsebiz owners to improve their marketing, and the plan to teach them about tools they could cost-effectively use to do so.

I’m now seeing a lot more marketing folk travel down this same path, of helping horsebiz owners improve their marketing, which I love! A rising tide floats all boats, and when we’re all succeeding, the industry is succeeding and getting stronger as a result, with more people experiencing the joy of horses.

So, as I review my own work, and consider how to reach bigger audiences and have a bigger voice, I’d like to make a few changes to the Monday Morning Quickie. But first I want to learn about how YOU read and absorb the information, so I hope you’ll help me out by filling out the quick survey below.

The one thing that will change is the name – instead of ‘Monday Morning Quickie,’ going forward you’ll be greeted with the ‘Monday Morning Quick-Tip’ – too many people were finding this blog from a Google search on ‘quickies’ and I thought better to nip that in the bud. Not something I fully thought through when I named it, but lesson learned!

Many, many thanks to each of you that reads this blog, shares your thoughts and comments as part of the conversation, connects with me by Twitter or email, and joins me at events where I’ve been a speaker. I truly appreciate your support, and it helps me to hear how this blog serves you now, and can do so better in the future.

All the best,

Lisa Kemp

Please note: You can check all the boxes that apply. Thanks in advance for completing the survey!

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Filed under Equine Industry Marketing, Monday Morning Quickie, Polls & Surveys, Uncategorized

Monday Morning Quickie – ‘Horse World Gives Back’ Radiothon Today

Last Monday featured the PR campaign for the Horse World Gives Back radiothon & Retailer Day to benefit horsebiz owners affected by the recent flooding and tornado disasters throughout the U.S.; tonight is the radiothon, and tomorrow (June 7) is the Retailer Day. I hope you’ll tune in and consider a donation, no matter how large or small. Horse Radio Network founder and radiothon host ‘Glenn the Geek’ Hebert says have the Kleenex ready.

Here are a few tips to add to last week’s post about the PR campaign:

  • Social Media Avatar Images: If you have images or logos available for the media to use, add in a square-shaped image or two that folks can use as their social media avatar. I used the Horse World Gives Back logo and it worked fine, but it did cut a bit off the top and bottom. Consider it another way to ‘get the word out’ about your campaign, by giving supporters a way to show that support.
  • Live Social Media Messaging: Myself and Jackie Baker from the Regarding Horses blog will be live-messaging during the radiothon, both via the Horse World Gives Back Facbook page and Twitter account, and I’ll also be live tweeting via my own @KempEquine account. Remember that the official Twitter hashtag for the event is #horserelief, but you can also use #HorseWorldGivesBack; including one of those in your tweet turns it into a searchable active link. The #horserelief hashtag is also shown on the Horse World Gives Back website Twitter timeline. Live messaging via social media is a way to engage people in the moment, and share the experience across your social media community.
  • Giving Thanks: Pulling together and promoting any event takes a lot of time, effort, and people. Be sure to build in a place to give acknowledgement to those that helped you along the way. Keep a running list so you don’t forget anyone! I’d also include their contact information, so that you have it all in one place and don’t have to dig for information you thought you had.
You’ll be able to listen live via the Horse World Gives Back radiothon internet player – please join in to make a difference for all the folks who lost so much in the recent disasters.
Disclosure note: I’ve been helping Horse Radio Network with some promotion for this event on a pro bono basis. In case you were wondering.

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Filed under Equine Industry Marketing, Facebook, Monday Morning Quickie, New Media, Twitter, Uncategorized

A PR Plan Into Action – Horse World Gives Back For Tornado, Flood Relief

We’ve all been seeing images of the recent U.S. flood and tornado devastation; if you’ve wondered how you might help horses in need and their owners or what you can even do, wonder no more. At the same time, you can see a bang-up PR campaign that’s getting underway, and learn from it in the process.

Horse World Gives Back logoHorse World Gives Back is a campaign to do just that – allow the horse world an avenue to help other equestrians and horsebiz owners in need due to disaster. This fundraising drive centers around a 3-hour Horse Radio Network Radiothon on June 6, 2011, and a Retail Day the following day, June 7th. Donations will go through the U.S. Equine Disaster Relief Fund and the Red Cross.

As for the part about learning from their PR campaign, I think Horse World Gives Back is doing a great job so far. Here’s a breakdown of the parts:

  • A timely topic that’s likely to be interesting to equestrian media and their readers, viewers, and listeners
  • A well-branded, interesting event to promote
  • Tools to help the equine media tell the story
  • Completely set up for social media sharing
  • Ways to sign up, and recognition of those committing to help
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A Timely Topic

Looking at this campaign purely from a news and PR view, it’s a story that’s on the minds of most these days. Major news outlets are covering tornado and flood issues on a daily basis. Add in the public’s desire for more information and updates on this top-of-mind story, plus the desire of many to help others in need, and the possibilities are wide open for ongoing news coverage and a good chance for Horse World Gives Back to be picked up as a media story.

A Well-Branded & Interesting Event

Despite coming together quickly as an event, Horse World Gives Back is well-branded, with a strong visual identity. The charities collecting the funds are well-known and respected (Red Cross, U.S. Equine Disaster Relief Fund). We’re all familiar with the concept of a telethon or dance-a-thon, but a horse industry radiothon could be a first, upping the newsiness.

Equine Media Tools

All news media are time-pressed and on deadline. It’s important to give journalists (and bloggers) the facts and tools they need to tell your story. Horse World Gives Back has set up an excellent Media resource on the official website, giving a well-written press release in two versions (a PDF document, and a web version); official logo JPG files in several sizes; additional click-thru web graphics; and social media text options.

There’s also a ‘listen to the radiothon’ link to the Horse Radio Network Radiothon Player; anyone can add it to their website, giving visitors a way to listen to the radiothon broadcast.

The only things I’d add would be a selection of several photos, and an explanation about the official Twitter hashtag. Here’s why:

    • Photos would provide a visual to help illustrate the dire need and provide a ‘call to action’ for viewers, but they could be difficult to come by. There’s also the issue of copyright and paying the photographer, unless the images were donated; in lieu of images, it’s good they have the logo available.
    • Due to its nature, Twitter is an excellent social media tool for breaking news. ‘Hashtags’ are words that, when combined with the # sign, become live, active links – click on one, and it will take you to a stream of all other tweets or posts with that same hashtag. In the case of Horse World Gives Back, the official hashtag is #horserelief, but depending on your goals you could select a more branded one, such as #HWGB or #HorseWorldGivesBack. It’s a good idea to have a short hashtag, but longer ones can work, too.

Social Media Tools for Horse World Gives BackSocial Media Sharing

Not only has Horse World Gives Back provided social media (Twitter, Facebook) tools in their Media area, they’ve also included buttons to connect you directly to their own Twitter and Facebook accounts, AND they’ve included a livestream of the official #horserelief Twitter hashtag, so you can see the Twitter traffic streaming by. In our networked world, social media is crucial in a time-sensitive campaign like this, to get the word out quickly.

Ways to Participate, Commitment Sign-Up & Recognition

Not only has Horse World Gives Back provided a sign-up for retailers participating in the Retail Day, they’ve built-in a sign-up for the equine media outlets, websites, and blogs that will commit to promoting the event as Affiliates. Both result in a clickable list of participants, recognizing their commitment to help.

There’s also a Participate link, giving everyone who wants to a chance to take part and spread the word to promote the fundraiser.

In The End…

The final success of this fundraiser will be in the dollars raised to help horses and people affected by these recent natural disasters. However, Horse World Gives Back has built in all the tools for a successful word-of-mouth PR campaign, so I wouldn’t be surprised if that success is a big one.

Please consider how you can participate in, tell others about, and donate to Horse World Gives Back. Even if you can only give a little, it adds up. If all horsefolk joined forces on this one, think of the difference we’d make! Learn more about Horse World Gives Back here.

Disclosure note: I’ve been helping Horse Radio Network with some promotion for this event on a pro bono basis. In case you were wondering.

 

 

 

 

 

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Filed under Case Studies, Equine Industry Marketing, Facebook, Monday Morning Quickie, New Media, Twitter

Monday Morning Quickie – The Importance Of Checking Facts In Media

I got all excited when this morning’s NBC-5 News in Chicago featured a horsebiz in their Mug Monday segment…but when I went to their website to learn more, I found it linked to a church website rather than a horse farm.

OOPS! NBC-5 News linked to this church website in error...

Keep in mind, the media is run by people just like us – they make mistakes, and are working hard to do more with less. So things like this happen. But for Walk On Farm, what could have been a nice media mention that might have directed new clients or supporters to their site has instead resulted in a glitch that might just lose those same people. And they’ll never know.

...when THIS is the horsebiz that NBC-5 News actually featured on their Mug Monday segment.

It’s not a good idea to make people work hard to find you online. I had to try multiple searches and click through a lot of pages to find the Mug Monday link on the NBC-5 News site, and then once I found it and discovered the link error, I had to google Walk On Farm to find the actual website. How many people would take the time to dig to that level?

In addition, when you’re working with the media, it’s important to dot your ‘i’s’ and cross your ‘t’s’; while entire books have been written about how to work with the media, here are a few tips for horsebiz folk to remember:

  • Ask to do a fact/quote review on print articles – and if you ask, be available to do it within the reporter’s deadline
  • Provide links and images by email, so you have documentation of what you sent, and there’s less chance of error on the media’s end
  • Remember the basics of having a good story to tell and sticking to your brand messages, even when reporters start digging for information in other directions
  • Check back after the segment or article is out, to be sure things are correct – if they’re not, ask for a correction, apology, or retraction, whichever is appropriate for that media mention

On the plus side, here’s another new NBC-5 Chicago feature – a small business blog called Inc Well; I look forward to reading this blog and if there are things I find that are applicable to the horse world, I’ll be sure to share them here.

Has a media outlet made a mistake when reporting on your horsebiz? How did you handle it? Share your experience here via the Leave a Comment link.

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Filed under Equine Industry Marketing, Monday Morning Quickie, New Media, Uncategorized

Monday Morning Quickie: Strategy + Tactics = Results That Win

About a week ago, I received an award for a client e-newsletter I wrote and produced in 2010. While my decades of writing experience certainly had something to do with it (how the time does fly!), there are some basic strategies and tactics that can help your own horsebiz communications, too.

That's a happy me, holding my Silver Trumpet award!

The Publicity Club of Chicago is the largest independent PR membership organization in the U.S., so award recipients represent the ‘cream of the crop’ when it comes to public relations. Other winners in my category, a Silver Trumpet in New Media, included The Field Museum, University of Illinois at Chicago, and a PR firm handling a campaign for Sara Lee, all nice company to be recognized in.

You can read the 2009/2010 archived e-newsletters for Horsemen’s Laboratory at their website to see what I did, but here are a few strategic tips & tactics you can implement for your equine business:

  • When there’s only a template option, using colors and images consistent with your brand can result in a more custom look.
  • A focus on client education can position your business as a leader and trusted resource.
  • Variety in articles and information, including industry news and guest expert interviews, can add interest for the reader as well as information.

Have you ever heard the carpenter’s adage ‘measure twice, cut once’? It applies in public relations and marketing strategy, too. Think through what you want to accomplish, and then design your tactics to hit that target. Whether your efforts win awards or not isn’t important, as long as they win over customers.

Share your thoughts about these tips via the Leave a Comment link below!

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Filed under Awards, Equine Industry Marketing, Monday Morning Quickie, New Media, Uncategorized