UPSTATE PR UPSTATE PR TRIP TRIP November 5-6, 2009November 5-6, 2009

Places We Visited Places We Visited

THURSDAY:THURSDAY: Michelin Tire North American Headquarters- Michelin Tire North American Headquarters-

Greenville, S.C. Greenville, S.C. http://www.michelin-us.com/north-america/past/

Erwin-Penland Public Relations- Greenville, Erwin-Penland Public Relations- Greenville, S.C. S.C. http://www.erwinpenland.com/http://www.erwinpenland.com/

FRIDAY:FRIDAY: BMW Manufacturing Plant and Performance BMW Manufacturing Plant and Performance

Center- Greer, S.C. Center- Greer, S.C. http://www.bmwusfactory.com/#/home/http://www.bmwusfactory.com/#/home/ Jackson Marketing Group– Greenville, S.C. Jackson Marketing Group– Greenville, S.C.

http://www.jacksonmg.com/ http://www.jacksonmg.com/ 

Michelin Tire Michelin Tire Founded & worldwide HQ in Founded & worldwide HQ in

FranceFrance Greenville Corporate Comm Greenville Corporate Comm

staffers all seem to have been staffers all seem to have been to France a few or numerous to France a few or numerous times. Nice perk! times. Nice perk!

Some have traveled to Some have traveled to numerous countries around numerous countries around the world to conferences or the world to conferences or Michelin facilities worldwideMichelin facilities worldwide

Michelin has 68 Michelin has 68 manufacturing locations in 19 manufacturing locations in 19 countries and has 110,000 countries and has 110,000 global employeesglobal employees

Brazil, India, China, Russia Brazil, India, China, Russia seen as key growth countries seen as key growth countries for tiresfor tires

Space shuttle tires- among many Space shuttle tires- among many types of tires Michelin produces types of tires Michelin produces worldwideworldwide

Michelin North AmericaMichelin North America Michelin has 18 Michelin has 18

plants in U.S., plants in U.S., Mexico, Canada Mexico, Canada

First U.S. plant- First U.S. plant- built in Greenville in built in Greenville in 19751975

Michelin has several Michelin has several plants in S.C. and plants in S.C. and employees 7,850 in employees 7,850 in our stateour state

R&D is in France, R&D is in France, Japan and Greenville Japan and Greenville

Michelin’s Five Core Michelin’s Five Core ValuesValues

Respect for Respect for CustomersCustomers

Respect for PeopleRespect for People Respect for Respect for

ShareholdersShareholders Respect for Respect for

EnvironmentEnvironment Respect for FactsRespect for Facts

Michelin’s PR MissionMichelin’s PR Mission The corporate The corporate

communications communications people see themselves people see themselves as stewards and as stewards and nurturers of the nurturers of the Michelin brandMichelin brand

Five areas within PR:Five areas within PR: External External

CommunicationsCommunications Governmental AffairsGovernmental Affairs Image and BrandsImage and Brands Michelin DevelopmentMichelin Development Internal Internal

CommunicationsCommunications

International Public International Public RelationsRelations

Michelin’s Lynn Martin, Michelin’s Lynn Martin, head of external comm, head of external comm, talked about the talked about the “additional complexities” “additional complexities” of global PRof global PR

““Local is global in Local is global in minutes” in today’s 24/7 minutes” in today’s 24/7 digital news/media digital news/media environmentenvironment

Language is a barrierLanguage is a barrier Cultural and political Cultural and political

differencesdifferences A “cookie cutter” A “cookie cutter”

approach to PR and approach to PR and corporate relations won’t corporate relations won’t work today work today

Global Advertising Global Advertising CampaignCampaign

Just last month Michelin successfully launched Just last month Michelin successfully launched its first global advertising campaign ($20 its first global advertising campaign ($20 million)million)

Effort to attract coverage in business news Effort to attract coverage in business news world with its global announcement (10/6/09)world with its global announcement (10/6/09)

Put out a global spokesperson: Senior VP Put out a global spokesperson: Senior VP Michelin Communication & Brands Claire Michelin Communication & Brands Claire Dorland ClauzelDorland Clauzel

Complemented by a N.A. spokesperson: Scott Complemented by a N.A. spokesperson: Scott Clark, Executive VP, Michelin North AmericaClark, Executive VP, Michelin North America

http://www.michelinmedia.com/default/http://www.michelinmedia.com/default/kw=TheRightTireAdkw=TheRightTireAd

Michelin’s New Ad Michelin’s New Ad CampaignCampaign

TV Commercials Airing WorldwideTV Commercials Airing Worldwide ““Michelin Man Rescues Dog”Michelin Man Rescues Dog” ““Michelin Man Defeats Evil Gas Michelin Man Defeats Evil Gas

Pump”Pump” Print Ad:Print Ad:

Targeting MediaTargeting Media

For the global announcement in New For the global announcement in New York, specific influential media are York, specific influential media are targeted including AP, New York Times, targeted including AP, New York Times, ForbesForbes

The goal is coverage and to “spark tire The goal is coverage and to “spark tire conversations” and stress “pillar conversations” and stress “pillar messaging” of fuel efficiency, longevity, messaging” of fuel efficiency, longevity, safetysafety

Michelin very happy with the resulting Michelin very happy with the resulting coveragecoverage

Michelin and Social Michelin and Social MediaMedia

Most media/advertising is one-way Most media/advertising is one-way communication– monologue vs. dialoguecommunication– monologue vs. dialogue

Idea of social media as two-way and Idea of social media as two-way and conversational conversational

Only 14 percent of people trust advertisingOnly 14 percent of people trust advertising While 78 percent trust peer recommendationsWhile 78 percent trust peer recommendations Social Media encourages dialogue, debate, Social Media encourages dialogue, debate,

content to (potentially) a large audiencecontent to (potentially) a large audience Michelin is focusing on Facebook, YouTube, Michelin is focusing on Facebook, YouTube,

Twitter, Flickr and LinkedIn to get out its Twitter, Flickr and LinkedIn to get out its messages and try to get it out “above the fold” messages and try to get it out “above the fold”

Company adheres to “Social Media Principles” Company adheres to “Social Media Principles”

Michelin Man Tweets! Michelin Man Tweets!

Today the aged and iconic Michelin Today the aged and iconic Michelin Man is hip to 21Man is hip to 21stst century century communicationscommunications

He tweets “wherever he goes and He tweets “wherever he goes and whatever he does” whatever he does”

http://twitter.com/michelinmanUShttp://twitter.com/michelinmanUS

Michelin’s Evaluation Michelin’s Evaluation ProcessProcess

PR Metric and Analytics Component PR Metric and Analytics Component How does Michelin’s PR prove the value How does Michelin’s PR prove the value

of its work? of its work? ““How can we measure our results?” How can we measure our results?” Michelin (and many companies) use Michelin (and many companies) use

Vocus– on-demand software for public Vocus– on-demand software for public relations management- relations management- http://www.vocus.comhttp://www.vocus.com

New Global Ad Campaign generated $1.6 New Global Ad Campaign generated $1.6 million in “advertising equivalency” million in “advertising equivalency”

Erwin-Penland IMC Erwin-Penland IMC AgencyAgency

Erwin-Penland PR/Advertising- Greenville, S.C. Erwin-Penland PR/Advertising- Greenville, S.C. http://www.erwinpenland.com/http://www.erwinpenland.com/

Fourth or fifth largest PR/marketing agency in Fourth or fifth largest PR/marketing agency in the South, employees 250 people. Founded 1986the South, employees 250 people. Founded 1986

Is all about IMC– not organized by departments Is all about IMC– not organized by departments but by teams--all physically located together in but by teams--all physically located together in the officethe office

Effective “speed shop” approach—often spends Effective “speed shop” approach—often spends just 2-3 weeks on a campaign from getting just 2-3 weeks on a campaign from getting business to launchbusiness to launch

No one has an office not even the president No one has an office not even the president

Andy Mendelson, EVP, Andy Mendelson, EVP, Creative Director Creative Director

Great time to be in Great time to be in advertising advertising

Great opportunities for Great opportunities for messaging with so many messaging with so many new venues todaynew venues today

Good ads make you think Good ads make you think and feel something and feel something

TV commercials used to TV commercials used to cost an average of cost an average of $400,000. Cost today $400,000. Cost today down due to less demand down due to less demand for visual perfection in for visual perfection in part because they are part because they are being seeing on smaller being seeing on smaller screens (i.e. computers) screens (i.e. computers)

Erwin-Penland Drinking the Erwin-Penland Drinking the Social Media “Kool-Aid”Social Media “Kool-Aid”

Case Study– Yes brand car floormats Case Study– Yes brand car floormats E-P developed a creative spill interactive site in E-P developed a creative spill interactive site in

which you could poor different things on a which you could poor different things on a woman’s head such as milk shakes, ketchupwoman’s head such as milk shakes, ketchup

Then quickly shows the spill on the floormat Then quickly shows the spill on the floormat being completely scrubbed awaybeing completely scrubbed away

The “ad” was Internet-based– they got bloggers The “ad” was Internet-based– they got bloggers to help get it goingto help get it going

Site was imbedded with codes to track many Site was imbedded with codes to track many things such as click-through ratethings such as click-through rate

Claim that 10 percent of visitors clicked through Claim that 10 percent of visitors clicked through to purchasing the floor mats! to purchasing the floor mats!

How Sweet the Sound How Sweet the Sound CampaignCampaign

Verizon phone service was noticeably under used Verizon phone service was noticeably under used in Memphis, especially among African-Americansin Memphis, especially among African-Americans

E-P brainstorm session produced idea to have a E-P brainstorm session produced idea to have a best gospel choir competition best gospel choir competition

Gospel music huge in MemphisGospel music huge in Memphis People invited to submit videos of favorite church People invited to submit videos of favorite church

choirschoirs E-P and Verizon found way to connect with a E-P and Verizon found way to connect with a

demographic(s) and increased business demographic(s) and increased business Have now held “How Sweet the Sounds” contests Have now held “How Sweet the Sounds” contests

in 11 cities and held a national best church choir in 11 cities and held a national best church choir competition competition

http://www.erwinpenland.com/news/details/26http://www.erwinpenland.com/news/details/26

Joe Erwin’s “Tips for Joe Erwin’s “Tips for Getting a Job in Getting a Job in

Advertising” Advertising” Master the process– Master the process–

call, write, call again, call, write, call again, network, learn the network, learn the businessbusiness

Follow the news– know Follow the news– know the key players and the key players and pubs in an industry: pubs in an industry: Ad Age, PRWeek, for Ad Age, PRWeek, for exampleexample

Don’t let mom and dad Don’t let mom and dad do too much, do too much, pressuring their pressuring their contacts on your behalfcontacts on your behalf

Exhibit confidence, Exhibit confidence, leadership, leadership, personality personality

Be a humble Be a humble servantservant

Bust through the Bust through the resume trap resume trap

Close with tenacity Close with tenacity and manners– be and manners– be courteous to all- the courteous to all- the art of the follow-up art of the follow-up

Joe Erwin’s “6 Ways to Joe Erwin’s “6 Ways to Blow It”Blow It”

In the door, you’re “almost home” he In the door, you’re “almost home” he sayssays

But never lieBut never lie Don’t say or write “I look forward to Don’t say or write “I look forward to

hearing from you”hearing from you” Don’t treat the receptionist poorlyDon’t treat the receptionist poorly Don’t criticize the company’s workDon’t criticize the company’s work Don’t talk about yourself excessivelyDon’t talk about yourself excessively Avoid typos and other “stupid stuff” Avoid typos and other “stupid stuff”

E-P HR Recruiter AdviceE-P HR Recruiter Advice

Post your resume online with links to things Post your resume online with links to things you’ve written, videos you put on YouTube, you’ve written, videos you put on YouTube, your blog, your websiteyour blog, your website

What is your brand? Sell your brand!What is your brand? Sell your brand! How are you unique? How are you unique? How are you a fit for this position? How are you a fit for this position? How are you a fit for the E-P culture? How are you a fit for the E-P culture? What have you done? What have you done? Be “authentic” and be able to demonstrate Be “authentic” and be able to demonstrate

your valueyour value

BMW Plant- Greer, S.C. BMW Plant- Greer, S.C. South Carolina South Carolina

assembly plant assembly plant opened in 1994opened in 1994

The U.S. plant has The U.S. plant has helped BWM increase helped BWM increase American sales from American sales from 51,000 to 288,00051,000 to 288,000

Plant employees Plant employees 5,000 workers5,000 workers

Average pay $25 hour Average pay $25 hour for plant workers for plant workers

Boon to South CarolinaBoon to South Carolina

500 X5 and X6 SUVs 500 X5 and X6 SUVs are shipped by rail are shipped by rail from the plant to from the plant to Charleston’s port Charleston’s port daily daily

The plant has The plant has suppliers in 37 of suppliers in 37 of S.C.’s 47 countiesS.C.’s 47 counties

$30 million in $30 million in product is built daily product is built daily

Role of the Automotive Role of the Automotive Communicator Communicator

Engineer– understand Engineer– understand and explain the car and explain the car manufacturing processmanufacturing process

Labor negotiations- fine Labor negotiations- fine points and sensitivities points and sensitivities

Trend setters- cars are Trend setters- cars are part of popular culturepart of popular culture

Social scientist- can’t be Social scientist- can’t be tone deaf to changing tone deaf to changing consumer demands and consumer demands and needsneeds

Industry cheerleader- Industry cheerleader- visible spokesperson for visible spokesperson for the car industry the car industry

Attributes of Auto Industry Attributes of Auto Industry CommunicatorsCommunicators

From Tom Kowaleski, VP, Corporate Communications From Tom Kowaleski, VP, Corporate Communications Constant Constant

inquisitiveness about inquisitiveness about and knowledge of the and knowledge of the outside worldoutside world

Understanding of how Understanding of how cars are a fabric of cars are a fabric of society– all societiessociety– all societies

Passion and Passion and competencecompetence

Trust the business to Trust the business to manage your career manage your career

Jackson Marketing GroupJackson Marketing GroupGreenville Greenville

This IMC agency was This IMC agency was founded in Detroit in founded in Detroit in 19801980

Found niche with Found niche with product launches and product launches and car dealer training car dealer training

Focus today in on Focus today in on “building brand value”“building brand value”

Specializes in Specializes in automotive, motor automotive, motor sports, business-to-sports, business-to-business, and Greenville business, and Greenville marketmarket

Jackson Marketing GroupJackson Marketing Grouphttp://www.jacksonmg.com/http://www.jacksonmg.com/

Marketing Marketing New Media New Media Advertising Advertising Public RelationsPublic Relations Motor SportsMotor Sports Event ManagementEvent Management Video Production Video Production Support Services- Support Services-

such assuch as inbound/outbound call inbound/outbound call center services for market center services for market research, order processing, event research, order processing, event registration and customer service registration and customer service surveys. surveys.

Motorized Couch Too! Motorized Couch Too!

A Jackson A Jackson Marketing staffer Marketing staffer (right) tinkered with (right) tinkered with a sofa and an a sofa and an engine…and created engine…and created this motorized sofathis motorized sofa

Anything to better Anything to better serve the client!serve the client!

YouTube Video: YouTube Video: http://www.youtube.com/watch?http://www.youtube.com/watch?

v=LNL8vHWViaQv=LNL8vHWViaQ