here it is

Aug. 4‘10

It often starts out the same. We embark on a conversation with someone new and the age old question arises, “So, where do you work?” to which we overly articulate, “Miiinnndddspace, an integrated marketing and PR agency in Tempe, Arizona”.  We’ve learned that if we say it fast we’ll be eternally explaining that we are not the come and gone social hangout for teens, almost formerly known as mySpace. Unfortunately for us, we were unaware of the similarity in sound that would ensue at the time of our conception, but because there is meaning behind our name, we think we’ll keep it. So what is with the name?

It’s quite simple when explained. We like to think of ourselves as the company is dedicated to helping our clients penetrate, embed, and expand the mental real estate they own in the mind of their target audience. To us, the only marketing that counts is the kind that sticks to the audience’s gray matter and that occupies a mental space in their minds.

So there you have it. We’re Mindspace. And we’re here to stay.

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Apr. 13‘10

Last week, at an IABC Phoenix / PRSA Phoenix / AMA Phoenix event, I had the opportunity to meet Scott Monty, Ford Motor Company’s Global Digital & Multimedia Communications Manager. Scott communicates with nearly 40,000 people each day on Twitter alone and was kind enough to let the Mindspace PR team ask him a few questions about social media and Ford’s efforts.

Watch the video below to learn about:

  • - Scott’s career path
  • - Ford Motor Company’s Fiesta Movement campaign
  • - Statistics to use in getting social media buy-in from senior-level executives
  • - How Scott differentiates interactions across various social media channels
  • - Brands that Scott feels are doing a great job with their own social media initiatives

As Scott explains, the Ford Fiesta Movement is a social media initiative that was designed to create excitement about the company’s newest car. Now in its second phase, the Fiesta Movement consists of 20 teams with two agents each. Fiesta Movement Team Phoenix, comprised of creative talents Sunny Thaper and Austin Baker, is one of the competitive teams involved in the national campaign. I enjoyed meeting Sunny and Austin last week as well and appreciated them taking the time to share more information about their efforts for this campaign.

Watch the video below to learn about:

  • - How Fiesta Movement Phoenix is being publicized
  • - Social media channels that are proving most effective for the Phoenix market
  • - Ways you can get involved with the Fiesta Movement challenge

Let’s help Sunny and Austin win the Fiesta Movement (and possibly a brand-new Ford Fiesta) and bring the Phoenix market to the forefront of this national campaign. Text message “PhxSpots” to 44144 and sign up for e-mail updates to learn about upcoming events and ways to help Phoenix earn “points” for the challenges.

And to learn more from Scott Monty, check out his personal blog where he shares his perspectives on social media: The Social Media Marketing Blog.

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Feb. 16‘10

Most people who know me know that my parents are from Italy.   While I didn’t “Grow up Gotti” (remember that show?), I can certainly relate to and laugh with the FaceBook group 42 Things in the Life of an Italian Child, which outlines common and funny things that my brothers, sister, cousins and friends can relate to.  Whatever.  I’m not that offended.  I can take a joke. 

Now, I haven’t seen MTV’s Jersey Shore – partly because I refuse to watch it – but it is causing quite a stir among the Italian-American community, particularly The National Italian American Federation (NIAF).

Based on everything I hear – the tans, the clothes, the tattoos, the fighting, the partying, rinse and repeat – it sounds like a dramatic group of young adults who, together, are bound to draw some attention.  It just so happens that they are Italian, and are waving their Italian flags everywhere and busting out of their “I love Italy” shirts while causing all sorts of commotion.  For all the Italians I know in America and in Italy, I don’t know any like them.   

So the NIAF sends out emails monthly to members asking for help “to promote positive media portrayals of Italian Americans,” and has campaigned against the show through national media outlets like Fox, ABC, Newsweek, and The New York Times.  I appreciate the NIAF for valiantly defending the Italian-American name, culture, heritage and reputation, but so much time is spent campaigning against this show.

As a public relations pro, I have a tendency to look at the positives to a situation.  What about NIAF using Jersey Shore to leverage a campaign to educate America on what real life Italian-American families are like?   There is no other time more appropriate than now to launch a positive campaign.  There are many media outlets willing to listen because of the controversy caused by Jersey Shore. 

There are so many inspiring stories of immigrants coming to this country and finding their way, carving the path to success, making a name for themselves and building a legacy for their families.  What about the Italian-Americans who have contributed to entertainment, government, law and business in America?  Do the names Giada De Laurentiis, Chief Justice Antonin Scalia, Janet Napolitano or Jerry Colangelo ring any bells? 

NIAF is an influential group based in Washington, D.C. and has access to many of these Italian-Americans who they should include as part of their campaign to “promote a positive image of Italian-Americans.”  They need to act quickly on a positive publicity campaign while this story is still hot.  Then, maybe the NIAF will make the tans of the Jersey Shore group pale in comparison.

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Feb. 11‘10

A few short weeks ago, an offensive letter – mistakenly replaced for a permission letter to the parents of Litchfield Elementary School students – found its way into second graders’ backpacks and into their parents’ hands. Part of the letter reads something like this:  “If your child is either too lazy or too stupid…”  I need not continue because I think you get the point that it is not a permission letter.

So how is this qualified as a crisis?  It diminished the credibility and integrity of the school, the principal and the staff.   Not to mention how it hurt the morale of the students.

It was meant as a joke among frustrated peers, which occurs frequently and across many industries, but this joke got out and parents are outraged and the media is having a field day.  That embarrassing letter is forever housed on AZCentral.com for all to see and reread.

By the immediate actions of the principal, it is questionable whether or not a crisis communications strategy was in place.  He did what he could to rectify the situation.  When he realized the wrong letter had been sent out, he personally called parents and said that a “friend” had sent them the letter and allegedly asked teachers to lie to parents on the origins of the letter.

Now for a minute, let’s say an offensive letter wasn’t sent out and instead a staff member was involved in an altercation or something happened on campus.  A general crisis plan is needed for all the possibilities that can take place.  As the saying goes, prevention is the best medicine.  But crises are likely to happen.  The key is to have a plan in place.

How would you have handled this crisis?

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Jan. 20‘10

Using Your Body for PR:  Sounds risqué, I know.  But I made you look, didn’t I?  Well so did Heidi Montag this week when she appeared on Access Hollywood, Good Morning America, and The View to talk about the horrors of undergoing 10 plastic surgeries in one day – she almost died! 

After being holed up since November, the reality star resurfaced on the cover of People Magazine with the headline reading, “Heidi Montag: My Surgeries Aren’t an Addiction.”   Of course, she needed to further defend herself on national television and tell her painful story firsthand. 

Her interviews have created an outrage among viewers and readers, and of course, the media.  She has everyone talking about her from my coworkers at the water cooler to a board certified doctor on Web MD.  

It’s been a few months since Team Speidi made headlines, they needed some sort of publicity stunt to catapult them back into the spotlight, and not to mention, increase sales for Heidi’s next Playboy cover.  The story definitely meets the journalistic news criteria of unusual and unexpected – okay, okay — and celebrity and prominence, too.  

We’re talking about her, right?  Her publicist’s work here is done – for now, of course.    

PS – I like her before picture.

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Jul. 16‘09

The current storyline on WWE’s Monday Night Raw deftly demonstrates the promotional prowess and marketing magic that have made the show a cable power player, and has shown how the WWE manages to stay on top even in tough economic times. Three weeks ago, in a brilliant attempt to compete with a media -frenzied John and Kate Plus Eight scandal, WWE President & CEO Vince McMahon “sold” the program (due to these harsh economic times) to Donald Trump, but then immediately regretted his decision, repurchasing the brand for double the cost the following week. 

Nearly seven million viewers tuned in to see what Donald Trump would do with a bucket of pyro and a roster of wrestlers. It wasn’t long after these record results were yielded that McMahon announced that instead of one general manager overseeing Raw, each week would bring a new face to create matches, alliances, villains and champions. This has created an ever-evolving character or guest host providing limitless opportunities to jolt the show with more life, more air, and most importantly more viewers.

Testing the waters the first week with some caution, the WWE named Dave “The Animal” Batista as the guest host; a name that excited WWE enthusiasts, as he is currently on leave suffering from a torn bicep. Batista (as he goes by) has a real beef with current Champion Randy Orton and put him through the ringer scheduling him for fight after fight throughout the night.

At the end of the show, they announced that Ted Dibiase (AKA Million Dollar Man), would guest host the following week hopefully as a draw to bring back old school fans. Dibiase is famous among wrestling fans for his “heal” or bad guy persona he made famous in the 80’s and 90’s with WWE. The throwback could be an attempt for the WWE to cater to past fans at a time when there is Monday Night Football or the NBA to compete with.

Then in an attempt to shake things up the next guest host was announced to be Seth Green. Seth Green? Yes, the Buffy the Vampire Slayer, Austin Powers, 5’4,” potentially 140 pound star, stood face to face with such big guys as John Cena, Triple H, and Chris Jericho.  He even put himself smack in the middle of a 6 Man Tag Team match.  Green wasn’t only there for fun, he promoted his newest project Cartoon Network’s hit Adult Swim series “Robot Chicken” through a series of clever dialogue and vignettes alongside the wrestlers.

The role of guest host works not just to add novelty and viewers to the program, it also creates a platform of promotion for the host, which certainly is a revenue generator for WWE. WWE has put a new exciting face on a format that has been a proven success for Saturday Night Live and numerous talk shows.

How has this guest host idea worked out for the show’s ratings? The WWE is on the eve of announcing their 2nd quarter earnings and though they haven’t seen the kind of numbers that Trump’s appearance brought in, the angle keeps a degree of mainstream appeal and relevance for the company, while allowing key storylines to gain momentum and keep viewers entertained. 

So who will be the next guest star in the squared circle? It was speculated that the honor would be bestowed upon “The American Dream” Dusty Rhodes, another throwback wrestler. However, speculation couldn’t have been more off the mark, it was announced that the host would actually be Dusty Hill and Billy Gibbons of ZZ Top. A brilliant move for both parties, as the band is looking to garner publicity for their current tour, and the WWE Universe is dying to see an answer to the age old question: what would ZZ Top do with a steel chair, a sledge hammer, thumbtacks, and a locker-room filled with talent? 

Yes, by consistently reinventing itself, by thinking out of the box, by partnering and cross marketing with both the familiar and the new, and by not being afraid to take a chance, the WWE is a marketing model which many businesses should be thinking about to get back on their feet again. 

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Jun. 26‘09

Between watching live breaking news coverage on CNN, and checking updates on Google News, NYTimes, and Twitter, it was hard to tell if the news of Michael Jackson’s death was true.  TMZ.com was reporting his death, Tweeters were posting “RIP Michael Jackson,” yet CNN was reporting that he was in a coma.  I mean, was TMZ.com really the most credible source to break the news?  Perhaps yes, since they are an entertainment source, but I wasn’t believing it until NYTimes.com said it.

Once the Associated Press reported that Jackson had passed away, many media outlets began posting obituaries, biographies, life timelines, highlights, pictures, videos, montages, you name it…

How were they able to get all of this information together within minutes of his death? Perhaps they had time to write these stories when reports of his cardiac arrest had taken place?  Possible.  Most likely is that many of these outlets already had his biography written and on file for when a tragedy would occur. 

It is not uncommon for the media to do this.   Last year AP had written Britney Spears’s obituary when the troubled star was at an all-time low.  In defense of the news, AP entertainment editor Jesse Washington told US Magazine, “We are not wishing it, but if Britney passed away, it’s easily one of the biggest stories in a long time.”

The AP reportedly has 1,000 obituaries on file, according to TheWire.com, including one for Amy Winehouse.

In the book, Mediawriting: Print, Broadcast, and Public Relations, the authors state, “Both newspaper reporters and public relations practitioners often keep on hand up-to-date biographical narratives or pre-written obituaries of prominent people.”  This ensures that when someone prominent dies, the appropriate stories are written in a timely manner. 

So keep this in mind when you are watching live coverage (or sometimes, marathon coverage) and wondering how the media is able to get this information together so quickly.

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Jun. 17‘09

As the talented and tenacious publicists across the country furiously craft and spin pitches about their companies or their clients in an attempt to gain the interest of certain journalists, the Iranian government is cracking down on its journalists in an attempt to prevent them from covering the opposition.  That means they are supposed to stay in their offices and not report from the street.  They are, however, permitted to conduct telephone interviews and monitor “official sources” such as state TV.   This isn’t good enough for a journalist, and it isn’t’ good enough for the people of Iran.    

There is a natural need for people to be informed and to share information, and it is the role of the journalist to deliver an unbiased story to the masses.  However, in Iran, the government is withholding the facts and not allowing journalists to deliver a solid, well-rounded story.

The people of Iran are on the brink of making world history with their silent protests and very vocal and visual posts to social networking sites such as Twitter, FaceBook, MySpace and YouTube.   Journalists are turning to these social networking sites in an attempt to gain important access to the images and the opinions, and to what is happening on the ground.  

YouTube’s blog states that Iran “has become a citizen-fueled news bureau of video reports filed straight from the streets of Tehran, unfiltered. Because the Iranian government is cracking down on local and international media coverage, these citizen-generated videos are providing an exclusive look at the developing violence.”

The movement in Iran is proof that news is vitally necessary to a society, and journalism is reigning through its citizens with the help of social networking.  

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Jun. 8‘09

At Mindspace, we work hard to develop cutting-edge flash solutions for our clients. At the vanguard of what’ s hot in the flash community these days is a new technology called augmented reality (AR), which provides a unique interactive solution for users with a webcam.  AR combines real-world data with computer-generated imagery, such as the yellow first down markers displayed in football broadcasts.

Given the “wow” factor that AR offers, expect to see more and more of it in the coming year as marketing agencies find creative ways to reach out to consumers using Flash and AR. And after scratching the surface of what AR offers, I can’t wait to use it more extensively.  Here’s what you need to do:

1) Make sure your webcam is on. Augmented reality does not work without a webcam.
2) Print out the tracking target.
3) Be sure to hold your tracking target so it faces the camera directly. If it’s pointing the wrong way, we can’t work our magic.
4) Mac users  – you may need to activate your webcam via your “Flash Player Settings”. Just right click the pop-up window, select the webcam icon, and choose USB video from the drop-down list.

Once you’re ready, click on the image below and select “Allow”.

ar

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May. 28‘09

With the temperatures inching towards the triple digits, you can pretty much find me any given weekend lounging by the refreshingly blue waters of my pristine community pool with an assortment of intellectual summer reads, including OK Magazine, US Weekly, People, or Life & Style Magazine. And there are plenty of opportunities to exchange reads at this popular weekend hangout!

It isn’t often when I have this burning desire to rant (or Twant, as it is called in Twitterverse) about the content of a celebrity gossip magazine and the much ado about this show I had never heard of called Jon & Kate Plus 8.

I remember the day quite distinctly when I first heard these words uttered. It was at our company staff meeting, a Wednesday, when B-Diggs (himself guilty of reading celebrity gossip) leaned over to show me the latest breaking news conveniently made available on his Blackberry. “Jon of Jon & Kate Plus 8 caught cheating.” To which I loudly replied, “Who?” I sensed his disappointment, but my remote control rarely makes it past E! Hollywood.

Well since that day, this Jon & Kate Plus 8 show has become a phenomenon – no, a media sensation – making headlines on every possible gossip magazine, show, RSS feed, column, blog, and yes, even CNN. It was the headline on the homepage of CNN that stopped me in my tracks and made me “pick up the pen” to write this blog post.

This much I know:

1) The best television shows available ceased to exist after a dramatic grand finale week in mid-May.

2) Jon & Kate Plus 8 premiered on Memorial Day

You don’t have to be a publicity genius to know that this, eh em, scandal was the brain child of a scheming publicist looking for a way to make this 5th season premier with a bang.

Did I watch it? No. Will I? Yes, I probably will at some point because I’m curious after reading all the juicy tidbits in People Magazine and US Weekly. “Is she as much a control freak as they say she is?” “How does she keep those kids looking so sparkling and happy?” “Did he cheat?” I certainly hope he didn’t, and yes, I want to know how she manages those kids!

Here’s the thing. We all need to make a living, and I don’t blame this family of ten one bit. I’m just calling a spade a spade, and the Jon & Kate Plus 8 saga looks like a publicity stunt.

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