News and Updates from 5WPR CEO Ronn Torossian

Category: In the News

When You’ve Got Good Content, They’ll Eat It Up

It seems you can’t sit down in front of the TV, commute to work, surf the internet or read the newspaper without being faced with food ads. Some marketing messages are encouraging you to eat out, and inviting you to head to their restaurant. Other commercials are reminding you of the benefits of dining in your own home, the comforts of your own kitchen and the sense of accomplishment when you’ve prepared a gourmet feast.

With all the restaurants that pop up overnight and new food products that hit the market every day, consumers are literally bombarded with print and online media content competing for their attention. They are overwhelmed with the information being put out there, whether they intend to eat out or dine at home. Obviously, some of the messages are going to get lost in the fray.

When it comes to our food and beverage clients at , we are not willing to let that happen. It’s our responsibility as a top food PR firm to ensure that consumers hear our message; moreover, we want to read their minds to know what they want to hear. We want to be that voice at the back of their head that says, “You know, I kind of feel like making dinner at home tonight and Italian sounds perfect.”

The major client players at a PR agency like 5WPR rely on our team to put together attention grabbing content and prepare it for widespread distribution. As consumers are assailed from all angles with marketing messages for a wide variety of food and beverage products, our content needs to stand out. If it’s not memorable enough to make an immediate impact, there’s no way it will ever last long enough in a consumer’s mind to inspire them to buy.

Fortunately, our team at 5WPR has some tactics up our sleeves that we use while developing the marketing campaigns of our clients. Often, we’ll introduce a new spin on a previous strategy that was successful in optimizing brand visibility. Other times, we’ll have brainstorming sessions when content has gone stale. It’s important for our team to press on when other PR firms might have run out of ideas if we want to stay at the top of the game.

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Preventing Cool Weather Vacationers from Heading South

No matter what the Ground Hog tells us every year, it always seems like winters in the NYC area last well beyond the six weeks he predicts if he sees his shadow in the Punxsutawney morning sun. Even though the days are officially getting longer, the grey and dreary weather takes its toll by the time January and February roll around. We’re getting sick of bundling up, frustrated with the cold, and weary with being stuck inside all the time.

By mid-February, most residents of the northern states are casting their gaze south if they’re able to get away for a few days of warm vacation bliss. The last thing potential travelers want to is go away on a trip to a spot that’s even more bitterly cold that their own neighborhood. If they’re going to spend money on a getaway, it’s difficult for a travel PR firm like to convince consumers to head somewhere with the same – or worse – weather than what they have at home.

Our team is constantly faced with challenges where we’re forced to persuade consumers to spend money on something when they’re inclined to do the exact opposite. And encouraging tourists to visit a cold weather destination toward the end of winter might be considered a losing battle. Of course, we could always use monetary incentives such as offering deep discounts at unpopular times of the year. But these tactics force our travel public relations clients to give up profit.

Instead, successful PR agency will make it their responsibility to find a new approach and use innovative concepts that make a cold destination cool. We must make it appear like an overwhelmingly attractive option even at a time when consumers are looking for sun and fun.

While you may not know it, you have seen this work before. Think of the ice bar and hotel concept, where the excitement is based entirely on the frozen atmosphere that welcomes the visitor. Ski resorts tout the fun of sleigh rides, bonfires and hot tubs in the snow. Even the seemingly impossible can be accomplished with ingenuity and thinking outside the box.

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