I know it’s been a while since my last blog posting, but it’s only because I’ve been trying to balance out my “Social” life with my work life. Social Media life that is.
PR is becoming a pretty interesting industry with all the new media channels emerging. As a business owner, it’s vital that we stay up on these channels, even if that means completely sacrificing your privacy and letting people know where you are at almost every second of the day – I need a vacation.
So in the event that I take another week long hiatus from posting on this blog, don’t fret because now you can “Fan” us on Facebook for invites and photos to our events, “Follow” us on our Twitter page for industry insight into San Francisco’s restaurant world or check out our YouTube profile for videos of our clients.
The worst part about this Social Media era is that my Grandmother is emailing me now, which means she’s not snail-mailing me letters with those delicious stale sticks of gum in the cards anymore. That’s the real bummer.
Congratulations to boys over at Saison for this wonderfully written review by Josh Sens of San Francisco Magazine. Click pages to enlarge and read.
page 1
page 2
Many of you only get a chance to read the review, but we have the privilege to tag-along with these talented chefs and see all the hard work that goes into getting these write-ups. I secretly filmed executive chef Josh Skenes on one of our early morning trips to the fish markets – here’s a short video to give you a taste of what goes into getting that fresh fish, game and produce to your plate.
The constant debate remains of which is a better spend; PR or Advertising.  When it comes to a service related industry, my feeling is that PR is “brand building,” whereas Advertising is “brand bolstering.” Lets use Southwest Airlines as an example and apply this theory to a case study; if anyone has seen Southwest’s new advertising initiative, they’re priding themselves on not charging for baggage and they go as far as taking a dig at other airlines hidden charges, making the verbal claim that “other airlines don’t like your bags.” For those who have not seen these commercials, check out this first video.
Sure, that’s a very heartwarming commercial, but this second video I just took through the window of Southwest flight 202 makes me question if they’ve really got love for my luggage. Â I took the advertising script from the first video and dubbed it over what I saw through the window; as you’ll notice there’s quite a disconnect, and basically I wouldn’t mind paying a couple extra bucks for an additional staff member to ensure this didn’t happen to my baggage.
The reality is that any well funded company can spend their outreach dollars on advertising, however people (or the ‘Public’) will eventually form their own opinions and then it’s up to that company to launch a reactive “Public Relations” campaign to alter consumer perception of your brand. Yes, be bold with your initiative, but be sure your that you’re employees are carrying out your mission — otherwise your consumers will be carrying-on their luggage.
I pulled this image off the Arizona Department of Liquor Licenses and Control’s (DLLC) website.
The DLLC is encouraging restaurant owners to print out this sign and to post it on the front of their establishments before September 29th, 2009 – that is, if the restaurant owner does not want people carrying concealed weapons to enter their venue.
See, after Sept. 29, 2009 a new law will actually go into effect that will allow people carrying concealed weapons to bring them into restaurants and bars (just as long as they don’t drink).
The reason that I put 2009 above in bold is because I just want everyone to be absolutely clear that this 2009 and not 1809 when people would park their horses out front and shoot the place up over a crazy game of poker.
Arizona has banned smoking cigarettes in restaurants, not smoking guns.
Last week we posted a about a blog about a San Francisco restaurant’s Yelp strategy that ended up getting some nice traction with the SF Chronicle, NY Times, Food and Wine Magazine, Gawker and the SF Weekly. Will we see a new trend in online reviews after September 29, 2009? I mean, why waste your time giving a chef a bad review when you could just waste the chef?
Bad service? No problem, that is if you remembered to bring your (hidden) Smith and Wesson.
Regular readers of our blog have probably noticed a theme; we take current real world events and issues and and apply marketing theory/analysis to them. We try to keep it fun and eschew topics of politics and death, but a recent loss has brought up a very interesting question:
Why are more that 100 NEW people PER HOUR on Twitter “following†the recently deceased DJ AM?
Twitter’s slogan is “see what people are doing right now.â€Â So what are these thousands of new people who are now following the late DJ AM looking for “right now?”
Understanding consumer psychology is the first step for us marketing professionals when crafting an outreach strategy. The second step for us is to leverage the media (public relations) and modern technologies (twitter, facebook, etc) to reach our desired audience. Now however, there appears to be a shift in the paradigm; it seems that these modern technologies have superseded consumer psychology, and it’s the technology itself that we need to fully wrap our arms around.
More importantly, can Twitter be used as a medium for identifying people in trouble?
Did any single one of the more than 115 THOUSAND “followers†of DJ AM see his last living tweet as a cry for help?
Based on his last tweet (featured above) in relation to his previous tweets; it seemed like a plea to me.
As children, we all had “imaginary friends” that we’d talk to – now we have what can be considered the equivalent – we have twitter accounts with “followers” that we tweet to. Â I feel that people are using these new mediums as a way to communicate otherwise hard topics to their “followers” just as we did to our imaginary friends when we were adolescents. It’s as if modern technology has made traditional communication so informal that people are sending out smoke signals of distress via tweets. Maybe I’m over-thinking it, but I will go on record and guarantee this is not the last time we will hear about somebody using convenient technology to express something that is far from convenient.
I’m not a psychologist, I’m a publicist who toes the line of a self proclaimed journalist, so I’m not going to dig up theories to back this logic (to be honest, I don’t think they exist, yet).  I do however look forward to the journalist and their respective publication that that veers away from the traditional Wall Street Journal article on how to increase your bottom line by using Twitter, and instead explores the notion of people using Social Media as cry for help, and on those people that continue to “follow” them when it’s unfortunately too late.
Adam Goldstein (DJ AM) was a very good friend of some of my best friends; our deepest love and respect goes out to him and his family.
Restaurateurs + Chefs- how much would you pay for a Yelp review?
Back in October, we talked about the importance of not Yelping under the influence, however recently I came across a new technique that a restaurant is using to win over their Yelp audience (click image to enlarge).
Mel’s Drive-In’s tag line is “Serving Since 1947,” but their social media marketing strategy is anything but as dated as their jukeboxes (for the record, I was grabbing a Milkshake before a movie at the next door cinema – I felt like I needed a Mel’s dining disclaimer).
As a PR and Marketing firm for restaurants, we strongly encourage the use of “4-Wall Marketing” by way of leveraging the 4-walls of your restaurant to market to your customer – but this technique is foreign even to us. For lack of a better term, we’re deeming this strategy a “virtual bribe.”
So, for all you Yelpers; would you compromise the integrity of your “yelp status” to save $1.00 ($1.49 if “USED TOMORROW”) on your next Milkshake to write a good review for Mel’s? Based on Mel’s current lousy 2.5 stars out of a possible 5 star rating, it doesn’t seem to be working.
*Note, this is for Mel’s Diner in San Francisco, on Mission Street.
Here’s a video we put together on why we’re putting such a heavy focus on new media public relations. Please turn the sound up and make sure to watch it in “full screen” mode.
With the recent onslaught of online newsletters and blogs, we’re getting reprimanded more-and-more by their respective “editors” about not providing accurate information.
Deborah Blum and Adriano Paganini (partners in Beretta) have taken over the restaurant formerly home to Asqew Grill (3583 16th St) in the Castro and will be opening a new restaurant with executive chef Adam Timney (formerly of Bacar, E&O; most recently he’s been curing meats at Boccalone).Â
Executive Chef Charlie Kleinman of the soon-to-be opened restaurant, Wexler’s, just graced us with a surprise visit to our office. He had some concerns with the way his PR firm (us) was positioning his cuisine- apparently we have not 100% nailed down the correct culinary tagline.
We appreciate when our clients surprise us with these visits, but we feel that it’s only fair to surprise them back- so, as he began candidly telling us about his vision and inspiration, I decided to turn on my computer camera and start recording away (sorry Charlie ☺ ). While we work on crafting the correct tagline (suggestions are welcome, please), we’ll let Chef Charlie Kleinman tell you about it directly….
Had to share this invite that recently came through my inbox (click it to enlarge). Sonic Drive-In is actually a sponsor of the “Heart Healthy Food Festival.” Ordinarily I’d blame Miami for allowing something this cheesy to happen, but in this case I’m pointing my finger at Sonic’s marketing team.
Sonic has legally trademarked the phrase “Drive-In,” which is probably the only cuisine worse for you than than “drive-through” (with drive-through at least you can burn a couple calories steering the wheel and pressing the gas peddle). It’s going to be hard to burn all 980 calories of that SuperSONIC® Cheeseburger sitting in a parking lot.
For the record, I like a number two, 2-cheeseburger meal just as much as the next guy, so I’m not bagging on fast food. I’m just wondering how a company with the legal wherewithal to trademark “Drive-In” could have the marketing oversight to pick this event to partner up with. “Now That’s Sonic Good Bad®.”
What You’re Seeing: Steve Rivera (RPR) and Patrick Heig (Citysearch Editor) getting (Man)icures and pedicures at this SOMA Spa. Â Randomly found this little gem of a photo on Yelp.
February marked the announcement of the James Beard semifinalists, today we learn which chefs “made the cut.”
This year, the locals received nominations in the following categories: Outstanding Restaurant (Boulevard), Rising Star Chef (Nate Appleman) and Outstanding Pastry Chef (Nicole Plue, Redd). The real meat of thecompetition lies in the Best Chef: Pacific Region,†and nominees include: Jeremy Fox (Ubuntu), Douglas Keane (Cyrus), Loretta Keller (Coco500), David Kinch (Manresa) and Daniel Patterson, (Coi).
And a special nod to the following local journalists who represented our local publications in these categories:
How far we’ve come from this post(click here) back in December when executive chef Michelle Mah was rocking flannel and picking out carpet for the restaurant with GM Catherine Green.
The carpet is down, the flannel has been replaced by a chef coat – opening for dinner TONIGHT – we give you a sneak peak inside midi Restaurant (click here for a secret video):
Swing by Ducca for our March Madness Patio celebration at Ducca- I’m tied for lousy 70/114 (check out our pool) but I don’t feel so bad cause Demetrius is already eliminated. Four 54″ outdoor flat screen televisions on the award winning patio (two located above our heads).
In the event you haven’t been lucky enough to have seen this commercial for the Snuggie, it’s a pretty good indicator that people are still spending money out there.
For those of you that are on the fence about whether or not you need a blanket with sleeves (see video below), the marketing geniuses at Snuggie have included a free Book Light (if you order in the next 10 minutes) to help you pull the trigger on purchasing this fabulous fleece.
In this “New Economy,” sometimes you just need to offer a little something extra to get your potential diner through the door. If you don’t have extra book lights laying around, perhaps offer a “complimentary dessert?” Make sure the offer is for a dessert and not an appetizer; people will always take the appetizer, but they won’t always be hungry for dessert (perceived value). Pretty basic advice, I just needed an excuse to post this video below cause I’m infatuated with it.
Â
If I were the kid in this video, I may have a few things to say to my TV Dad:
* Dad, you promised you and mom wouldn’t wear your Snuggies to my baseball games!
* Um Dad, if the snuggie is in fact made with 100% “ultra soft fleece,†maybe we shouldn’t be roasting marshmallows around this raging flame?Â
* Why does Mom always get the Sage Green Snuggie and I always have to wear Royal Blue!
Â
Although we’re still a few hours away from the opening of the Tipsy Pig, we’ve got a sneak preview into the restaurant for those who were unable to attend our opening festivities this past weekend. So here you go, the Tipsy Pig, from soup-to-nuts and from the mouths of the owners (also nuts):
What You’re Seeing: Doug Dalton (Bourbon and Branch, Cask) and Steve Rivera a larking’ over a game of Big Buck Hunter at the soon-to-be opened Bloodhound Bar. Jared Rivera and Nate Valentine giving a rifle cheers even though Nate beat me cattywampus. All y’all best be getting over yonder to the Bloodhound lickety split; it’s fit as a fiddle and you’ll be walking on a slant when ya leave.
*If you didn’t understand a word I just said and you plan to check out the Bloodhound, you might want to brush up on your Southern Slang here.
Look out New Jersey, there’s a new “Garden State” in town and it goes by the name of California.
click images to enlarge
Buzz words on the majority of menus these days include “local and sustainable.”  It’s becoming the norm, so now the question is; how close is your “local” produce being delivered from?  50-miles?  5-miles?
How about 5-feet!  The Tipsy Pig is introducing their version of a Victory Garden, equipped with Buddha’s Hand, Avocado trees, spices and other such surprises that will play into the food and beverage components of this soon-to-be opened American Gastropub.
The Tipsy Pig is slated to open the second week of February, but you can probably pop over and catch up with co-owner Nate Valentine (pictured above) over a little gardening.
Come on over to our office, grab a cup of drip coffee and a magazine from our new magazine rack.
If you need a good steel guy to build anything in your establishment look no further than Paul Troutman: 415.608.5425
Almost as impressive as this towering 25 foot magazine rack is that we have a client in just about everyone of those magazines on it. Â Now, I just need to figure out how to get to the top of this monument to reach the Wine Spectator….Â
Not since Harrison Ford in the movie The Mosquito Coast have I seen anyone go so crazy about ice.  Last night at the opening party for Charles Phan’s new restaurant Heaven’s Dog, me and a few other industry folks proved what nerds we were by actually putting one of the restaurant’s hand chiseled ice cubes on the bar and placing bets on how long it would take to melt.
The over/under was set at 25 minutes.  After 40 minutes (and about 7 Pisco Punches later) the ice cube showed very little signs of melting.
In addition to entertaining industry mucks for 40 minutes, a good ice cube can also elevate a cocktail to a whole new level. There’s good news for you restaurateurs that cannot bear the labor costs to have your staff hand chisel ice cubes from a single block.  Recently legal in San Francisco under Title 24, there’s a new ice cube machine that makes the “perfect cube.”  As a result, cocktail aficionados will begin seeking these cubes in their drinks.
Want to know how to get one of these ice cube making monsters in your restaurant? Shoot me an email and I’ll give you the secret.
I know, it’s pretty odd to admire ice like this; but some people work in a cube, others sit around and watch one melt. I prefer the latter.
Our main goal as Publicists is to pitch our clients story ideas to writers/editors in hopes that they will in-turn tell this story to their readers. After years of working closely with these media, we’ve realized that there’s also a story to be told about them. In this column, “Turning The Table,” we feature a different media person; this week’s subject is Roxanne Webber.
Click on the image to enlarge and look a little closer; past the darling headband and the cute smile, and you’ll notice a Harley Davidson T-Shirt on this rising star editor.
At a live Death Metal concert or drag racing motorcycles.
Think I’m kidding? Then check out this video of her below and you’ll be convinced faster than she smokes her opponent in the quarter mile drag race (11.5 seconds to be exact).
If I had penny for every time my brother/business partner Steve and I heard that comment, I could probably afford to buy that beautiful purple and teal velvet sweater that Steve is wearing in this photo of us taken circa 1980 (click image to enlarge).
Yes, my brother and I are young business owners; however, it’s important not to mistake “youth” with “inexperience” and/or “influence.” Even more important is to make sure your organization is successfully executing a New Media marketing campaign to reach the “youth,” as they are your futures and media is undergoing a major transformation.
The future of PR is not pitching, it’s participating in an ongoing dialog with your customers. With social networking sites and new media, there are more ways than ever to go straight to the source to reach your audience. Here’s a nice article from an interview I recently did with American Express Briefing that can help your organization begin doing some preliminary steps (link).
Don’t be “too old” to recogonize that the “too young” crowd is exactly your target audience; and we can help you reach them. Find out more.
I know it’s been a while since my last blog posting, but it’s only because I’ve been trying to balance out my “Social” life with my work life. Social Media life that is.
