Featured

Lidl’s Middle Class Wine Drinkers

We were blown away with the scale of our campaign for Lidl. To drive trial into a more mainstream ‘middle-class’ demographic we used Lidl’s outstanding and previously unheralded wine selection to make newspapers and magazines reconsider quality and upmarket credentials. The story went viral appearing in all national newspapers, and rippling out into digital channels and international media.

Prognosis

It is great to see the latest issue of Prognosis out again. Here’s a message from Julian Best of the Howard De Walden estate:

“After what has been a very difficult year for everyone, it is great to be back with this new digital issue of Prognosis, showcasing the progress that has been made in the Harley Street Medical Area (HSMA) in recent months.

Challenging as things were in 2020, the important work of the HSMA did not grind to a halt. This remained an active hub of clinical excellence and cutting-edge research. Despite the lockdowns and restrictions, work continued behind the scenes to ensure that the area’s medical facilities were in the best possible position to serve their patients the moment that conditions allowed.

While some strategic plans for the expansion of facilities in the HSMA have been impacted by the pandemic, the teams involved have worked hard to ensure that any delays have been kept to a minimum. In this edition, we talk to Shams Maladwala of The Royal Marsden about the fantastic new Cavendish Square cancer diagnostics facility, which is showcasing how trusts – and patients – can benefit from an integrated model of independent and NHS care. We also talk to Dr Brian Donley from Cleveland Clinic, whose new outpatient centre in Portland Place within HSMA is set to open in September followed later in the year by their hospital at Grosvenor Place.

In our centrepiece interview, Professor Roger Kirby, the new president of the Royal Society of Medicine, explains why conversations about global health must include the effects of climate change, and how the global pandemic has highlighted the need for reform, both of the RSM itself and of the wider medical community. We also, as ever, offer a patient’s perspective: Sean Cannon tells us how after years of relying on powerful medication to control constant, debilitating pain, he underwent deep brain stimulation treatment at The London Clinic, led by London consultant neurosurgeon Mr Tipu Aziz, and is now on the path back to a normal life. This issue shows that, however challenging the circumstances, the work of delivering the best possible services to our patients has to – and will – continue. Despite the present difficulties, the HSMA and the wider medical community can still look forward with optimism.

To read Prognosis Issue 8, please click here.”

What is 369 manifestation method on TikTok?

One TikTok trend that has garnered considerable traction over the last few days is the 369 Manifestation. It is reportedly working for a number of TikTokers, giving them money, fame, and more!

What is 369 Manifestation method?

Believers claim that this method allows practitioners to tap into the power of the “universe,” helping them fulfill their dreams and desires. The method is inspired by Nikola Tesla’s “Divine Code” 369, which states that the occurrences of the universe can be mastered by carefully studying the three digits.

There are many interpretations of Tesla’s “theory.” However, the most common one asks practitioners to pick a thing of their desire, write it down three times in the morning and say them out loud. The process is then repeated in the middle of the day — now six times instead of three. Finally, you’re required to do it all over again — nine times, now — before going to sleep. That’s all. After 21 days, they should start to manifest.

The TikTok interpretation

The creator of the 369 Manifestation method, Karin Yee, has combined Tesla’s philosophy with Abraham-Hicks’ 17 seconds-rule. According to Abraham-Hicks, if you focus on a thought for only 17 seconds, divine energies start working on the idea. Hold it for 68 seconds, and the “manifestation” shall begin.

How to practice the 369 manifestation method?

The method generally tells you to concentrate on the things you want out of your life and jot them down, three times a day. Yee advises her followers to write their goals down three times in the morning, six times around mid-day, and finally nine times before hitting the hay.

She also asks the devotees to be as expressive as possible, to let the universe know how they want to feel. You’d also need to make your sentences at least 17 seconds long and pour your heart and soul into them. The stronger your feelings are the more likely it is for the universe to pick it up. Make sure not to let in any doubt or insecurity while you’re trying to manifest. Those 17 seconds are extremely important for the manifestation and need to be handled with utmost dedication.

Whether you should practice the Manifestation method is still a question that needs to be answered.

Yes, jotting down your goals is still a great exercise, as it gives you a clear idea of what you’re working for. However, hoping for divine intervention, especially in this day and age, might not be the way to go.

Still, all things considered, if you have a young heart and are impossibly hopeful about the mysteries of the universe, you should definitely give this method a shot.

The apps that you need in your everyday stack

Whatever stage your business is at you need a stack of apps at your fingertips to engage your audience efficiently and creatively.

One thing all start-ups know is that it takes money to make money. When you are trying to get your company off the ground, it seems like every tiny move you make comes with fees or charges. The great news for start-ups, especially web start-ups is that there are tons of great free apps and tools online that can make things run a lot smoother! Some of these apps save you time, some save you money, and some even make you money. 

Checkout these six free apps that every start-up should be using!

Logo Creator

You can skimp and cut a lot of corners, but you aren’t going to make it without a logo. A logo is a prominent focal point of your marketing images. The truth is that you don’t need to hire an expensive graphic designer to create the perfect logo for your brand. You can easily do it yourself with a free online tool like www.logocreator.io. Your brand’s logo should be a reflection of your brand and a representation of what you brand is about. It is great if you can personally design this element so that it is authentic and tells your story.

Canva

Canva provides you with free online graphic design tools and templates. This will allow you to cut costs by doing lots of small marketing tasks in-house, such as designing social media posts and creating great graphics for flyers and newsletters. You can even use some of these tools to refresh images and graphics on your site. Using high quality templates will give your graphics a more professional look and help to build the credibility of your brand. 

MailChimp

This is an awesome service that takes old school direct mail marketing and moves it into the virtual market place. MailChimp can take your email list and help you automate direct emails that will increase your brand awareness and bottom line. MailChimp does offer premium services, but the free service will work fine for beginners just getting started. Once you learn the ins and outs of email marketing, you will be able to make a clear decision on whether or not you think paying for the premium services would be a worthwhile expenditure for your brand.

Trello

If you are looking for a secure place online where your team can all collaborate on a project then Trello might be just what you are looking for! Trello allows you to build teams and create and share boards and lists with team members. It is great for organization and is a good tool to use if you have several team members working remotely. 

SurveyMonkey

Just like its name implies, SurveyMonkey lets you make surveys you can use on your website or on social media. The importance of this tool, if used correctly, can not be overstated. Customer feedback is king! Anything that gives you better access to your customers and what their needs and preferences are should be considered priceless and used wisely. Aside from just the information this makes available to you, using surveys can create interactive social media which will help build brand awareness and brand loyalty as well. 

It’s just not easy getting a start-up off of the ground. You should use every tool and advantage that you have available to you. Your brand is your baby, and in a lot of cases do it yourself can be a good thing. You will love your brand more and have a better idea of what you want than anyone you could ever hire. So, if you can do it yourself and do it for free, why wouldn’t you?

What is a non-fungible token (NFT)?

What is an NFT – the ‘new bitcoin for art’?

Grimes, Beeple, Logan Paul, the creator of Nyan Cat, and many other artists and celebrities are making huge amounts of money selling the ownership of digital images.

Grimes sold 10 images of digital artwork, the most expensive for nearly $400,000, to someone who wanted ownership of the online goods. Its not a marketing trend – it is genuine artwork.

These artworks are called NFTs, or “non-fungible tokens”, and they exist on a similar blockchain technology to bitcoin as a way to prove “ownership” of them.

Or is it just a marketing trend?

The idea has exploded into popularity recently based on the rise of cryptocurrency technologies, and the desire for digital artists to have greater ownership – and monetisation options – over their craft.

A non-fungible token (NFT) means a digital item that belongs to the person that purchased it. In economics, fungibility is the property of a good being interchangeable, or replicable. For example, if you shared a photo from your phone to another person over a text message, the data and image would be replicated.

The NFT does not stop that replication – you could still take a screenshot of a digital artwork or share a Nyan Cat GIF – but it does show who ‘owns’ an original image.

While NTFs exist on a blockchain, like the cryptocurrencies used to buy them, there are a number of other differences: NFTs are indestructible on the blockchain, cannot be divided, and can always be traced back to the original creator.

Some examples of NFT:

The CryptoKitties game, where players traded digital kittens on the Ethereum blockchain, was very popular in 2017. Different cats – or images of cats – had different characteristics and users swapped them to collect varieties of different digital animal.

Image: Cryptokitties.co

For some artists, NFTs are a way to make money from digital art. Royalties can be built into the artwork directly, so that each time the artwork is sold the creator receives a cut. It’s much more than a marketing trend. For potential meme dealers who want to make money out of the images they create, this can be an attractive prospect.

“It gives power to the creator,” Chris Torres, the creator of Nyan Cat, has said. “The creator originally owns it, and then they can sell it and directly monetize and have recognition for their work.”

Depending on how easy, or difficult, it is to create artwork, it can also be a fast way for celebrities to make money. Grimes sold $6 million worth of digital artworks in under 20 minutes.

These artworks have such a high value for the same reason physical art has a high value – the scarce nature of NFTs, and the thick wallets of people with enough cryptocurrency to purchase them.

The volatility of the market, where NFTs can surge and drop vary rapidly, means that only people with enough disposable income to be protected from a bad investment. This, once again, puts it in favour of the rich. Maybe its just a marketing trend but who knows!

Gucci Ghost

This last sold for $3,600, but the current owner is asking for $16,300. GIF by Trevor Andrew

What’s the point of research in a locked-down world?

There’s new research out today from data company, Stravito, in conjunction with independent polling company Censuswide that tells us that two-thirds (66 per cent) of UK companies have commissioned market research in 2020 which has never been used due to the disruptions and delays caused by Covid-19.

The main reason that research has been dropped is because the data is being immediately rendered out of date because of societal changes caused by the pandemic.

I don’t know why, but I really like it that consumers are getting harder to read, and are breaking free from the demographic standard boxes which have captured them. I like to think of myself as not an average consumer, I like to think that I am different and that my consumer behaviour can’t be predicted by algorithms.

Its good news too for us marketers who employ less broad stroke tactics and more engaging and tailored communications strategies. We know that people, ultimately, have a need and that they buy their products because they are good and fit for purpose.

But in the long run people love their brands because they make them feel… something.

How to get coverage in the press right now

How to get press coverage right now

The never ending story of Covid19 is still dominating the news agenda, as it has done for the last 12 months. But it doesn’t mean that there aren’t any opportunities to get brands impressive coverage in print, broadcast and online. 

We’ve had a look at the editorial output of different publications and this is what we think is working right now for editorial coverage (earned media).

Although it feels like Groundhog Day with national newspapers and that not much is happening, in fact newspapers are in a fortunate position that there is actually ‘too much news’.

The media landscape is swamped right now and ever changing – we don’t know what huge global events are going to break from one moment to the next. It is an unprecedented time in the news agenda.

A story that might have been a front page leading story a year might only make a small nib now. The many tentacles of Covid19 are far reaching and we’ve seen USA election, & inauguration, and social related issues in the UK fighting to take centre stage in the media. These are all big serious issues based news items. 

Unless you have a serious news angle to contribute give a wide berth to piggy backing on these sorts of stories. 

Where we recommend engaging with media is bringing ‘light’ to complement the dark. Nationals are really looking for light and fun stories right now. We categorise ‘light’ as being funny, light hearted, striking imagery, glamour and triumph over adversary. The Tik Tok trend essentially captures this sentiment with silly, catchy, home-made video set to music. 

News outlets are capturing the imagination of their readers with feel-good stories featuring good Samaritans, delicious foods and innovative gifting. 

One product that we’ve had tremendous success with is www.cocktail-hour.com – these are beautiful themed cocktail boxes delivered to your home with accoutrements, music, food and drink guides. It has really captured the imagination with its emphasis on luxury, quality and treating yourself well. Bloggers and journalists alike have snapped up imagery and samples generating a good result in terms of return on investment for the business.  The Cocktail Hour has been featured in, to date, The Evening StandardThe Sun, The Mail, The Telegraph amongst others. 

Exclusivity can help win you bigger coverage. Rather than blanket coverage try and consider delivering an exclusive with one publication to secure stronger key message delivery, and potentially more space. 

While page space is squeezed in national newspapers online is essentially infinite! There are infinite opportunities for coverage online and in the same media brands, just their online versions. 

While print is limited by space, online publications are technically infinite, it is still not a case of  ‘slapping it up online’. There are huge pressures on online journalists to not only create a huge amount of content but achieve huge clicks too. The news agenda online still remains quite different to their print counterparts and that is driven by their readership number and targets. 

Celebrities are I’m afraid universally popular so anywhere you can attach talent to the story then all the better. 

I love a survey but sadly they are increasingly disliked by many editors. If you do a survey make sure that you have a significant number of respondents (2k+) and ideally work with a reputable survey company

Producing outstanding stories

No matter what sector, brand or product quality stories are what all media and online news outlets want. But, right now, it is more important than ever to create outstanding stories and here’s why:

People often ask me if we still do ‘press releases’ or if there’s some other more digitally advanced way of communicating. In reality we use a whole box of tricks to get our stories noticed – and we need to because it has never been more competitive to get into the press.

Many different bodies are all fighting over the same space in rapidly reducing newspapers. Papers themselves are smaller than ever with less advertising and more expensive printing costs, the number of pages in a newspaper has been reduced across the board by an average of nearly 20 per cent making it harder than ever to land coverage.

We know about the switch online, but when you consider that the front pages of all newspapers contain the biggest international news of the day, the back is dedicated to sport and the middle to lifestyle features, you can see how the space for products, brands and people is massively reduced and therefore only the most outstanding stories will land successfully.

Reduction in national newspaper space:

PublicationNumber of pages November 2019Number of pages November 2020Difference in pagesPercentage difference in pages %
The Sun64568-12.5
Daily Mirror726012-16.7
Daily Star56488-14.3
Daily Express72608– 16.7
Daily Mail1008812– 12
Daily Telegraph40346– 15
The Times76724– 5.3
Metro723636-50
Guardian564016– 28.6
     
Average page decrease   19%

We are supporting Feed London

Give the gift of Christmas dinner this year

We are delighted to be helping Miracles Charity which is to launch a major new initiative to support vulnerable families on Christmas Day. Containing all the ingredients to prepare a festive Christmas meal, Feed London’s food boxes will be delivered to some of the 1,000’s families predicted to go without a meal on Christmas Day in London.

By donating £25 people can give the gift of Christmas dinner. Businesses and corporations are also invited to purchase a complete family hamper for £175. Feed London desperately needs the support of the London community – from local business and from local citizens in each borough.

Even before the pandemic, in 2019, the Greater London Authority estimated that 400,000 children aged 16 or under faced food poverty and food insecurity. 

The Feed London Christmas box contains all the ingredients to produce Christmas dinner complete with recipes, traditional Christmas crackers, aprons for the children (so they can cook on the big day), a supermarket voucher, Christmas pudding and vegan options.  

Buy a box and donate at www.feedlondon.org/ priced at £25 per Christmas dinner, or £175 for the complete family hamper.

James Burton, Project Director, Feed London, said; “There are many reasons why a family might be living in poverty but for children it’s simple: they are born into it. We believe in taking a whole family approach. We want to encourage long-term healthy eating and to introduce children to the fun of cooking – because nothing tastes better than food you have cooked yourself.”

Feed London and Miracles run year round campaigns to benefit children living in poverty. London has the highest rates of poverty of any English region. In London there are 700,000+ children living in poverty – that’s more than in Scotland and Wales combined. The 5 Boroughs with the highest rates of poverty (after Housing costs) are; Tower Hamlets, 53%; Newham, 43%; Hackney, 41%; Westminster, 41%; and Islington, 40%.

Save the children’s survey of households on universal credit or working tax credits found nearly two-thirds had run up debts over the past two months, 60% had cut down on food and other basics, and over a third had relied on charities for food and clothes. According to this research over a quarter of respondents said it was harder to afford food compared to the start of the pandemic, while 22% reported using a food bank.

We are helping to raise awareness with PR.

Mooncup

We are delighted to be helping Mooncup turn 18 and take its mega cool brand even further into the mainstream with a national consumer PR campaign.

Mooncup has just launched its latest campaign, starring real Mooncup Users where women share their own diverse stories in a virtual ‘word of mouth’ campaign celebrating 18 years of the Mooncup menstrual cup, and its impact in smashing menstrual taboos.

Mooncup Director, Kath Clements said; “We’ve had an overwhelming response to our shout out to our community to share their experiences as part of the #RealMooncupUser campaign. It’s been such a privilege to hear from so many, telling it like it is, without shame.  The success of the Mooncup® has always been driven by word of mouth recommendations, and these days even more are choosing to take control of their bodies and make the switch to a positive, ethical one-off purchase. Many have told us that it feels empowering, all the more so with growing awareness of the environment, and our social and cultural structures.”

People took part by posting a photo of themselves to Instagram in their ‘natural habitat’, showing what makes them unique finishing the sentence, “I love my Mooncup because….” The real Mooncup users feature as ambassadors telling their stories in a digital campaign.  

Choosing six inspirational stories, Mooncup menstrual cup users Michelle, Lizi, Emilie, Jaineesha, Helen and Holly came to Mooncup HQ in Brighton for a weekend shoot to talk about periods;

  • Emilie Woodger Smith, has a degree in environmental science and was inspired to use the Mooncup menstrual cup through her work in the recycling and waste industry
  • Lizi Carey is a personal trainer and self-confessed ‘gym bunny’ who uses the Mooncup for environmental reasons, but also for comfort and convenience while exercising
  • Michelle Hopewell is an actor and body positive model
  • Jaineesha Solanki is make-up artist based in the Midlands who specialises in the Asian bridal industry and switched to the Mooncup to reduce the amount of plastic she uses
  • Helen Bowman is a teacher from Brighton who has found the Mooncup indispensable in positively managing her perimenopause
  • Holly Matthews is a student and illustrator who loves the convenience and the amount of money that she saves by using a Mooncup

Watch all the stories at https://www.mooncup.co.uk/real-mooncup-users/ where they talk about first periods, menstrual cup folds, first Mooncup impressions, and what they love about the Mooncup. Or watch on Youtube https://www.youtube.com/user/mooncupltd/ and on the Mooncup blog https://www.mooncup.co.uk/blog/what-kind-of-person-uses-a-mooncup/

Orthopaedic Specialists

We are delighted to be working with leading Orthopaedic Specialists as their health PR agency to expand knowledge of their newest techniques to treat a variety of conditions. These guys deal with trauma and degenerative conditions to change people’s lives and get them mobile again.

We often look for the most unsual stories because new and not seen before treatments make the best national features in publications like the Daily Mail and The Mirror. But it doesn’t just have to be the unusual stories, great feel good stories about relationships, about lives changes, and overcoming hurdles make for great PR content.

This is very exciting work for us because it is about communicating at the forefront of new orthopaedic technologies. It makes us proud to be tapped into the very latest developments in healthcare as a health PR agency.

We are extremely proud to be working with some of the most talented Orthopedic surgeons in the world. We have the challenge of communicating some of the amazing work that they do to treat people to the mainstream media.

Some of the things that they do are incredible and they change people’s lives. Just one case is Keith who was treated by the inspirational, Mr Nima Heidari, who was able to replace bone with a cage. Thanks to the Mail On Sunday you can read all about Keith and Nima’s story here… https://www.dailymail.co.uk/health/article-8559627/The-3D-printed-cage-spare-hundreds-Britons-leg-amputations.html

One of the best things about being a healthcare PR agency and working in wellness is speaking to case studies and hearing stories about how their lives have been changed for the better.

We often deal with the most unusual and outstanding stories – because we understand what makes a good health feature. But its a reminder of just how hard the medical profession works to take care of us.

As a health PR agency we nuture relationships with leading national journalists to ensure that our clients and the stories of the people that they have helped get heard.