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Hi I'm Sunhee Cho! I passionately care about how organizations interact with the public. I believe everyone has a story to tell and that every story should be told in a powerful and compelling way...Here you can read my blog where I share my insightful thoughts and experiences about public relations and life in general. Also I'm a tweeter of anything relevant to PR. Have fun!
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5 Lessons from Coca Cola’s New Content Marketing Strategy

Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“. Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors. Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.


Coca Cola’s mission statement


To refresh the world To inspire moments of optimism and happiness To create value and make a difference

Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content Excellence”

Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social web.

Content for Coca Cola is is now the “Matter” and “Substance” of “Brand Engagement”
So what can we learn from Coca Cola’s new marketing strategy?




Lesson 1: Create Liquid Content

The purpose of content excellence is to create “Ideas” so contagious that they cannot be controlled this is what is called “liquid content”.
On a social web people can easily share ideas, videos and photos on social networks such Facebook.
So create content that begs to be shared whether that be an image, a video or an article.




Lesson 2: Ensure your Content is Linked

The next part of the equation is to ensure that these ideas create content that is innately relevant to

The business objectives of your company The brand Your customer interests

This is “Linked” content…. Content that is relevant and connected to the companies goals and brand.
Ensure that the content communicates your message that is congruent with your mission and values.




Lesson 3: Create Conversations

Coca Cola has realised that the consumer creates more stories and ideas than they do so the goal is provoke conversations and then “Act” and “React” to those conversations 365 days of the year.
The new “Distribution Technologies” of Twitter, YouTube and Facebook provide greater connectivity and consumer empowerment than ever before.
Don’t just publish but interact with your audience and tribe.




Lesson 4. Move onto Dynamic Story Telling

On traditional media in the past story telling was static and a one way street. Television and newspapers shouted at you with no interaction.
Coca Cola has come the realisation that to grow their business on the social web they need to move on from “One Way Story Telling” to “Dynamic Story Telling”
This means you need to allow the story to evolve as you interact and converse with your customers. You need to converse with your customers in many media formats and social networks.
Storytelling has moved on from static and synchronous to multifaceted, engaged and spreadable.




Lesson 5: Be Brave and Creative with Your Content Creation

Part of the new Coca Cola content strategy is applying a 70/20/10 Investment principle to creating “Liquid content“.
70% of your content should be low risk. It pays the rent and is your bread and butter marketing.(should be easy to do and only consumes 50% of your time) 20% of your content creation should innovate of the what works. 10% of your content marketing is high risk ideas that will be tomorrows 70% or 20%. (be prepared to fail)

This provides a blueprint regarding moving on from just developing white papers to maybe trying some content that is more visual

 and engaging in web world that has embraced multimedia and interactive content.




The 30 Second TV Ad is no Longer King

Coca Cola has come to the conclusion that the world has moved on from the 30 second TV ad. So has the the Old Spice brand and many other businesses who are embracing social media as part of their marketing strategy.
We need to move towards a genuine consumer collaboration model that builds buzz and adopts a more iterative approach to content creation.
Learning how to fuel the conversations and interact has never been more important.
Consumers ideas, creativity and conversations have been set free with the evolution of social networks, learning to leverage and wrangle those conversations to increase your brand visibility is now a vital part of your marketing.

What About You?

Do you create conversations with your marketing? How many people are talking about your stories on Facebook?
Is your content liquid, linked and multi-faceted?

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Sunhee Cho: Samsung Galaxy Tab Challenges iPad With New Ads

Sunhee Cho: Samsung Galaxy Tab Challenges iPad With New Ads | sunheecho |
thinner, faster and lighter!
Those are Samsung‘s approach which emphasizes qualities of its Galaxy Tab for the UK market.
The “Lighter” ad makes me think of a situation in which an elevator is so loaded up that the weight of a cup of coffee, rather than the Samsung Galaxy Tab, makes all the difference. The “Thinner” ad shows a dad camouflaging his Tab with a pencil. In “Faster” one, a bratty kid complains that his (unnamed) tablet is too slow while a kid sitting next to him is able to enjoy the speed of the Galaxy Tab.
Though the ads don’t mention the iPad 2 by name, we can figure out the Galaxy Tab is much lighter, faster and thinner than that, which can bring debatable controversy whether it’s faster.
It's slightly different from Comparative advertising which is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it. Because it implies the competitor is iPad 2 but doen't mention it by name.
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Sunhee Cho: How hilarious! such a good example of IMC stategy

Sunhee Cho: How hilarious! such a good example of IMC stategy | sunheecho |
Nutricia Belgium has launched a product promotion advertising and marketing campaign through its new video commercial “The Instant Pregnancy" and iPhone app “Baby Connection”.
Created and developed by creative agency Duval Guillaume Antwerp, Nutricia, one of the well known brand and specialist of baby food and clinical nutrition products, has offered Belgian fathers to have a chance to experience the pregnancy with a high tech empathy suit.
Aimed to introduce the fathers-to-be about what thier wives and girlfriends go through, the empathy suit mimics the sensation of pregnancy. As demonstrations, Nutricia has been taking the empathy suit to shopping malls to let people try it. As a result, the guys who try it on seem to come away with a new respect for their better half.
As a part of the integrated communication strategies, Nutricia also created an awesome iPhone app “Baby Connection” designed for both pregnant women and their husbands, allowing both to record aspects of the pregnancy in a timeline that can be shared via social media.
The Baby Connection apps share everything that they plan, learn, feel, see and hear during these special pregnancy months. The iPhone app also automatically allows two phones held together to form one giant screen.
I think this is such a great case of an IMC strategy that contatins advertising, promotion, viral marketing and social media for communicating with their core target. Their method to approach the target is so remarkable because they considered not only the current target who is pregnant and husband but also the prospective target who is going to be the pregnant and husband in the near future.
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Sunhee Cho: Do you want to be Remarkable? - Purple Cow Marketing

Sunhee Cho: Do you want to be Remarkable? - Purple Cow Marketing | sunheecho |
Are you happy being average? Or would you prefer to stand out from the herd?

That was the challenge posed by digital marketing guru Seth Godin in his popular book ‘Purple Cow: Transform Your Business by Being Remarkable'.

What is a Purple Cow?
Seth’s definition of being a Purple Cow is that ‘products, services and techniques so useful, interesting, outrageous, and noteworthy that the market will want to listen to what you have to say’.
Being a Purple Cow is not about being loud or quirky, but about being more outstanding and remarkable than your black and white spotted competitors.

What’s Purple Cow marketing?
Purple Cow marketing is that products and services are so amazing that people can’t stop talking about them.
A key theme in Seth’s ‘Purple Cow’ is that marketing needs to be remarkable because the effectiveness of traditional methods to launch a new product is questionable: people have been through so much mass targeted advertising that TV and print ads are failing to get noticed.

How can I become a Purple Cow?
If you want your marketing to be remarkable, and stand out from the rest, then you need to think about how you can make your message more unique and special to your customers.
This marketing example shows that even a toilet can be a purple cow. This ad is by a Swedish toilet company that showcases a feature of their toilet that makes it a purple cow. As of writing, this video is the first result on YouTube when you search for "toilet", and has over 1.9 million views. How cool is that?

So what’s your remarkable story?
If you want to become a purple cow then start thinking about what’s unique, special or exceptional about you. What’s your background story? How can you make your product sound more noteworthy than the rest?
Once you’ve developed your remarkable story, start thinking about how your marketing can be remarkable too. How can you tell people an engaging story which will capture their interests, connect with them on an emotional level and be a story they’ll eagerly share with others?
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Sunhee Cho: Social Media Damage Control ㅡ Preventing the viral crisis

Sunhee Cho: Social Media Damage Control ㅡ Preventing the viral crisis | sunheecho |
Social media is a fabulous tool to broadcast the positive, but when others start repeating, re-tweeting, and adding to a negative message, the problem can become a crisis. The crisis can quickly spiral out of control leaving a company's reputation damaged and public opinion sinking.
Many organizations have jumped on the Social Media bandwagon, but woefully unprepared when something goes wrong.

5 main strategies that companies can use to become prepared and prevent a major social media crisis

1. Anticipate
By announcing and addressing a problem beforehand, you appear more honest, pro-active and customer-focused.

2. Ignore
It's one of common methods. Why pour fuel on the fire?

3. Engage
You seek to open a dialog with the troublemaker and the wider social media community. Without the authority to solve the situation, you may be able to demonstrate reasonableness, compassion and understanding. You'll not only diffuse the situation, but also learn something important that can be fed back into your products development or service delivery process.

4. Fight
This strategy is aggressive engagement but should only be used once the troublemaker crossed a line, or other crisis techniques have proven unsatisfactory.

5. Solicit Support
The goal with this is to ask you engaged community to advocate on your behalf such as Twitter or contact directly by picking up the phone or writing on email. Reach out or your supporters!
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Sunhee Cho: What is the difference between advertising and public relations?

Sunhee Cho: What is the difference between advertising and public relations? | sunheecho |
What is the difference between advertising and public relations?
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Social Timing Insights - Markerters Post at Work Instead When Their Audience is Listening

Social Timing Insights - Markerters Post at Work Instead When Their Audience is Listening | sunheecho |
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Sunhee Cho: 6 ways to make your presentation captivating

Sunhee Cho: 6 ways to make your presentation captivating | sunheecho |
Presentation in any field has become inevitable as you know. It's never easy to prepare and give the presentation in front of audiences, but I usually manage to transform myself from someone who is terrified of standing up in front of an audience to an in-demand public speaker. Here's my point - and how you can do the same:
Treat the presentation as a creative project in its own right.
Don't think about "presenting your work." Apply the same level of imagination and passion to your presentations as you do the rest of your creative work. Once you do that, you'll start discovering all kinds of interesting ways to get your message across in a persuasive way. Here are some tips to help you make a killer presentation.
1. Tap your enthusiasm.
Everyone preparing for presentation says they want to be more confident - but what I can tell them is toforget about confidence and focus on enthusiasm. Confidence can be impressive, but it can still leave your audience cold. Enthusiasm, on the other hand, is infectious - it will be hard for the audience to resist your passion.
2. Get to the core of your message.
You must know how important it is to present the most important points clearly and simply. Only introduce details when people have grasped the big picture and are ready for more. If organizing information is new to you, then here's the alternative:
Boil your presentation down to three key points your audience must understand. This forces you to hone your message to its essence, and helps you remember the structure of your presentation (even if the worst happens and the projector fails). It will also make the message more memorable for your audience.
3. Tell a captivating story.
Next time you hear a presenter say "I'll begin by telling you a story..." watch the audience - you'll see them relax into their chairs. They are re-entering the pleasant "storytime trance" they knew and loved as kids. As their critical guard is down, and the speaker has a golden opportunity to engage them emotionally, by telling a powerful story that is relevant to the theme.
Once you have the seeds of a story, practice telling and retelling it until it makes you laugh, cringe, groan, flinch or grin as you speak. When it affects you like this, it will move your audience too.
4. Wow them with words.
You should never try to get your presentation word perfect, by memorizing every single word - that will only make for stilted delivery. But it does pay to sprinkle it with a few choice phrases and add the odd rhetorical flourish.
For instance, It's true that "statistics can be misleading," but that can't get people to sit up straight. Instead, say "There are three kinds of lies. Lies, damned lies, and statistics."
5. Create stunning slides.
Slides are optional, but if you're going to use them, make them great. Even if you're not a graphic designer, it's relatively easy to stand out from the crowd of bullet points and PowerPoint templates, by searching creative and high-quality images.
6. Keep it simple.
Simplicity - focusing on core themes and eliminating fluff - is the key to a lot of great design, great writing, great music, and great art of many kinds. It's also one of the things that makes presentations powerful and memorable.
This is all you need for a truly captivating presentation:
One big ideaThree key pointsOne compelling storyOne idea per slide (and no more than six words)One clear call to action
You probably don't have all of these skills, but I'm sure you have at least one or two. Start with these, then work to acquire the others using the resources I've listed.
For example, I'm pretty good with words, and telling stories is second nature to me, but I'm craving for learning how to develop visually striking slides. But if you're good at it, just start creating remarkable slides, which will boost your confidence - then start working on your verbal delivery and storytelling.
The ultimate test will be your audience's response. But a sure sign that you're on the right track will be when you start looking forward to creating your next presentation.
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Sunhee Cho: What a bold PR event for Heineken Italy!

Champions League Match vs Classical Concert
(Real Madrid, AC Milan)

A really successful PR event for Heineken Italy. The audience will never forget it.
This is a pretty brave guerrilla marketing event by Heineken on the eve of one of the biggest matches, Real Madrid vs AC Milan. You might think of the event to take advantage of all the soccer fans, but you’d be wrong.

Heineken decided to stage a fake classic concert in an Italian theater event at the same time the game was to be played. To make this happen, they recruited about 200 people to get 1000+ males into this event, sacrificing the biggest game of the season!

Heineken even had the event broadcast live on SkySport for the Authenticity. As the event got underway and the males in the audience got increasingly bored, the stage slowly released clues to involve them as the big reveal came! A live projection of the entire game for all 1000+ people in the audience, with Heineken the absolute heroes!

Very cool on a massive scale.

I really love the way they’ve done a bit more with their sponsorship than just logo slapping. And the mixture of sheer joy and relief coming from the audience is palpable – genuinely delightful.
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Sunhee Cho: What the hell is MPR?

Sunhee Cho: What the hell is MPR? | sunheecho |
When IMC(Integrated Marketing Communication) uses public relations to promote a brand, it’s known as MPR (Marketing Public Relations). MPR uses nonpaid media vehicles to inform the public about a product, service, or corporation.

MPR deals with the “selling” of a corporate or brand image to a specifically defined target audience, which is different from traditional corporate public relations that deals with many different publics and has been relegated to a support role, responding more to what the client wanted than what the advertising message required. In MPR all communication efforts are controlled. They have access to the press, an ability to reach the target, and credible reputations.

PR comes into the IMC process with experience in creating opportunities for two-way communication between the company and the target - making it a vital player in determining and
managing the relationship between them. Because of this, PR is excellent at initiating communication efforts through interactive exchanges between the public. This dissemination of information gives symmetrical information to all interested parties, bridging the gap between word-of-mouth gossip and fact.

Defensive MPR
Ideally, PR practitioners will find themselves in an offensive position when introducing or maintaining image; but if any kind of negative publicity does arise, they will need to take a defensive position. A company’s reputation directly affects the ability to create or maintain the brand equity and brand loyalty. In a crisis or negative situation, the way in which the corporation’s view or position is handled can eliminate any lingering negative effects concerning the corporation, product, or service.

If the public is not given the satisfaction from the corporation or organization, word of mouth takes over and affects thier equity and loyalty. When corporate ethics result in a scandal, it can be very expensive to win back confidence and brand-loyal consumers. Continual informative messages are critical to the continued success. Initiating or beefing up an old-fashioned “open door” policy is a key first step to reenter the marketplace and to win back public acceptance.
“Cynical consumers, zapping commercials and ignoring print ads, are more receptive to the editorial message. The third party endorsement allows advertisers to sell a now product while enveloping the commercial message in a creative environment.” That is the essence of MPR.
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Sunhee Cho: Ten Reasons To Do PR

Sunhee Cho: Ten Reasons To Do PR | sunheecho |
1. You’re a little fish in a big pond
Beating someone else’s ad campaign with your own paid advertising can be difficult if your competitor can afford to it. In advertising, money buys you more media space and airtime. In PR, on the other hand, creative thinking wins you media space and airtime.

2. Your product or service is the best – and nobody knows about it
Have to tell your story in more engaging manner because the media isn’t interested in advertising your product for free for you. Plus, consumers know that an ad is an ad – they’re skeptical. They have tendency to believe PR more than advertising, because it is compelling and trustworthy to them, which is encouraged by the media.

3. Your product or service isn’t better than anyone else’s
“It’s more important to be a good marketer of what you do than a good doer of what you do.” by Winston March, an Australian business consultant.
The more PR you do, the more you, rather than your competitors, become established as the leader in your field.

4. Management cuts your marketing communications budget
Marketing costs such as ad space, graphic design studios go up every year, which marketing budgets often stay flat. PR is the most cost-effective marketing on the planet. It can achieve better results than paid ad. When you can’t run as many ad as you used to do because ad budget is slashed, step up your public relations efforts. PR can help your presence continue in those media but you can no longer exposure it as frequently as in the past.

5. Management demands tangible results from marketing expenditures
“What results are we getting from our marketing dollars?” management demands. “Show me the numbers”

6. Traditional marketing isn’t working as well as it used to
Current tactics decline in effectiveness over time. When it comes to DM(Direct Mail), the response rates have declined in recent years, while postage and printing costs have been rising, which is more difficult for DM to generate a profit.

7. Your competitors get all the good press
With diligent, vigilant PR, you can increase the likelihood that editors will think of you when they’re writing about you.
“The way to be there when people are looking for you is to be there all the time.” Rob Gilbert.

8. You need venture capital
PR can make an impression on venture capitalists that you’re carefully conceived projections do not.

9. You are media-genic
If you have a product or service with an inherent element of fun in it, don’t be shy. You’re likely to gain a great amount of media exposure, which you may take advantage of. Show the public your colorful or flamboyant characters that have the edge. Use your natural charisma to your advantage in charming the public and the press.

10. You really enjoy working with the media
Never engage in PR for PR’s sake : getting your name in the paper just to see your name in the paper. When you consider your time valuable, it must be supposed to help you achieve a specific business goal. Just put your natural enthusiasm to work such as a PR campaign that generates results for you. The more you enjoy your things, the better results you get.
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