January 27, 2012

The Secret To Creating Public Relations Campaigns For Women

A Video Conversation with Lippe Taylor CEO Maureen Lippe

Ms. Lippe, who started her firm over 20 years ago, is an expert at catching the eye of the press with creative campaigns. For her award-winning campaign for Jenny Craig, Ms. Lippe explains how crucial it was to do something immediate and exciting -- something they found with a celebrity endorsement through Kirstie Alley. Through Kirstie's diet struggles, Lippe Taylor was able to create a world-wide cheering section, creating an emotion connection between Kirstie and potential dieters.

In recent years, more and more brands are targeting real women, rather than celebrities, to represent brands. Women of all ages seem to see most celebrity endorsements as paid, rather than genuine, praises for a brand. With their proprietary market research direct-to-teens and direct-to-moms, Lippe Taylor is able to understand this tolerance for endorsements and other motivators that drive customers to buy -- or not buy -- certain products. Campaigns have to be smarter and more creative to make it engaging, and this is why brands are desperately seeking the attention and approval of social media and blog influencers even before a product hits the shelves. The next big thing? Ms. Lippe says the next few years will be all about mobile marketing.

"I think mobile marketing is going to get stronger and it's going to get more direct," explained Ms. Lippe. "We don't know if customers necessarily have a computer, but we know that they most definitely have a cell phone."