Paradise with a Purpose

LuxeFit Brings Together Luxury & Fitness in a 5 day long retreat!

You know that feeling when you get back from a vacation and you feel like you need a vacation from your vacation? Too much booze, too much food, too little sleep, sooooo much fun. Yes, you had a blast, but you came back a little bit overweight, a lot tired, and not as rejuvenated as you would have hoped.

LuxeFit Brings Together Luxury & Fitness in a 5 day long retreat!

Have you ever thought about doing it differently next time? Maybe you’ve thought about doing some kind of yoga retreat, but weren’t sure you wanted an entire week’s worth of omming and downdogs. We hear you, and incidentally, so did the founders of LuxeFit, Loren Mayo and Holly Morris! One is a journalist with a background in marketing, the other is a human resources manager with a first career in hospitality management. So basically, the perfect duo.

This dynamic duo had the good sense to recruit Orangetheory fitness instructor, Mia Duval, as their head trainer, and together they came up with a masterpiece:

Week-long luxury fitness retreats to exotic destinations, arranging workout sessions and activities, nutritious cuisine prepared by a private chef and opportunities for socializing and fun – all in a luxurious private beachfront estate setting. Retreats are all-inclusive — all but airfare is included. Guests enjoy five-nights in either a 5-Star villa or luxury condo, freshly prepared meals with an emphasis on local cuisine, fitness and yoga sessions, the ability to work out with a first-rate fitness instructor and round-trip transportation to group activities.

As we said earlier, it’s paradise with a purpose. The next time you’re ready for your next vacation, make it a LuxeFit retreat. To learn more, visit https://www.luxefit.co/.

Your PR Questions, Answered!

You Emailed and Asked…Nicole, How Do I Find Value in a PR Campaign?

The thing about PR is that you decide what the value is to you or your brand based on your earned media placements.

As a publicist, I know when you don’t value what I do.  I also know that you probably don’t understand how PR works and how I spend my time reaching out to media contacts on your brands behalf.  After a series of months of pitching and following up results come in.  I find that the clients who don’t understand how we spend our time are the one’s who can’t seem to find the value in PR.

If you are not being featured in a story or a TV segment, its likely that your competition is.  And your competition is likely either working with a PR team or they are doing their own PR to get coverage.  So what happens after you land an earned media placement? Your article comes out or your segment airs.  Do you know how to value and quantify the measurements of the earned media placement that you or your PR team has garnered for you?

Value in PR can be quantified and defined for you or your brand in many ways – depending on the person, team, expert, brand and feature or segment.  You can then asses the value of PR using a variety of available metrics.

1) Website visitors attracted by an earned media article
2) UVM’s from online articles (Unique Visitors Per Month)
3) Impressions
4) Viewership from the station/show where you booked your segment, market placement
5) Shared stories and re-tweets

General rule of thumb. If you get any media placement – you in turn earned incredible value.  Think about how lucky you are that you were featured.  I look at it this way – reporters, journalists and editors get pitched 100’s of times per day. Its a big deal that your story, headline and email pitch was opened and read and responded to with interest.  To get a placement is a big deal.

Last year, one of our clients had a book out and we booked a TV segment in Los Angeles for them.  Los Angeles is the #2 TV media market in the US.  This client exclaimed that they didn’t know the value of why they were doing the segment.  I was perplexed.  They had a book they needed to promote.  They were going to be on air in the #2 market.  They had to fly in to LA.  They were tired. They were overwhelmed.  They were short with us.  They were still building their brand and their name in the media. But they were building relationships with the media.

You see, I can help you see the value for doing this.  But I can’t convince you that you should do this.  I just know why you should.  I know how it will raise your credibility and your profile. I know how hard I worked to book that segment (many months).  I also know how hard I have worked to keep that relationship in tact and to continuously bring the producer amazing experts and brands.

Once we pitch you – and the media bites and we book you – you need to follow through.  Don’t decide at the last minute that you don’t seethe value or a reason to fly in to do 4 minutes of air time. If you don’t do it, your competition WILL. I should note that we are not breaking up our long term media relationships so that you can change your mind.  I will find someone else to take your place because I don’t want to ruin my reputation.You hired us for a reason and that was to build your credibility, relationships, partnerships and more…

When hiring a PR team here are some things to keep in mind so that you can gain more value from the partnership:

1) Your PR firm has a wide array of media relationships they have spent years building.  When you get a bite from an outlet, editor or journalist be quick about responding in a timely matter.  Ask necessary questions about the placement up front.

2) Ask to be updated on a weekly basis on everything your PR team is doing to get your brand out there.  If you have questions about the direction or the value of the outlets or placements this is the time to voice how you feel.

3) Be an active partner in weekly or biweekly team check ins to ensure your goals haven’t changed/to reassess your goals depending on what milestones you’ve been able to reach since signing on (aka the plan changes as you change).

4) Figure out the best way you can communicate with your PR team.  Some people like calls, emails or texts – decide what works for you or your team.  Make sure your PR firm addresses your concerns immediately as they come up (rather than waiting for the weekly meeting if it’s that important).

5) Consistently update your PR firm on story, message, tips and more so that you make it easier to land placements.

6) Be thankful and grateful for every media placement.  You are lucky to have them.  If you feel so inclined – send a note to the editor or producer thanking them.  They might even feature you again!

A client once asked me to book only television.  So our team worked to get tv placements.  They then complained that the #2 market and two National Show placements weren’t good enough for them.  I was horrified that they thought that it wasn’t good enough, since most brands I know would be over the moon about them.  If you think about the ad time for the brand for two earned media (free placements) those National show placements alone equaled $500,000 dollars of paid air time.  To me that was a win, a BIG Win.

I hope that you can gain a new understanding and awareness about how to value your PR and your placements.  The fact that you were chosen over hundreds of other pitches and stories is a big deal.

PR Talk: How to Strike a Balance Between What’s Trending & Your Social Media Campaigns

If you’re an entrepreneur or if you have a public brand, it’s incredibly important to have your finger on the pulse of what is trending. The more current you are, the more you can target your brand messages – social media campaigns, ads and the like – and the more relevant and “on the pulse” you appear to your audience. And that translates into fierce loyalty among your supporters.

That said, it’s equally as important to be cautious about how you talk about what’s trending in your posts and campaigns, because sometimes, it can backfire. I’ve seen some big brands get huge backlash from some of their social media posts that – while on trend – carried a message that angered their supporters. 

When good campaigns go bad: When Prince passed away, Cheerios tweeted, “Rest In Peace” but they replaced the dot of the I with a Cheerio. While on point, people found it to be distasteful because they were trying to market their product when they should have been simply paying tribute to a musical legend. Cheerios took down the tweet.

Cheerios also got backlash when they featured an interracial couple in one of their cereal commercials. It produced so many hateful, racist comments in their Youtube comment section that they had to close it. Happily, Cheerios stood by their decision to feature this couple, and the commercial is still running.

People are going to judge and offer an opinion about what they feel is right or wrong in most situations (in the newspaper, online, on TV). But as a brand, you have to expect that if you are going to comment or take a stance on a current and relevant issue in your messaging, you must be prepared to either stick to your guns or else admit you were wrong, apologize (right away or not at all) and move forward. The internet has made it incredibly easy for everyone to have an opinion – with no exclusions. And opinions – true, false, right, wrong or otherwise – can spread like wildfire. Before you release any statement or message of any kind into the ethers, you must know what you stand for, you must know who your audience is, and you must know what your brand can withstand.

Know who is doing your social media so that you don’t have to apologize for the intern getting canned for the incident. After all this is your reputation. Companies need to have a conversation about what they want and what voice will be heard in social media. Whoever is responsible for hitting publish can confront the possibility of positive comments or a backlash. Be careful and avoid the obvious:

  • A hashtag that was meant to start a conversation that generates poor publicity for your company
  • A poorly timed post in the wake of a tragedy or other hot-button topic
  • Your social media manager doesn’t bother to research why a topic is trending

When good campaigns go well: In 2016, there were some pretty impressive social media campaigns such as one from the Superbowl that was considered one of the funniest and most recognizable ads from Doritos, which featured a woman getting an ultrasound and an apparently very hungry baby, went viral during and after the game. Since it aired the video on Youtube has received over 15,028,641 hits.

Another successful campaign came from Emirates’ marketing team. They feature a variety of brand components and video shorts of destinations, videos of their airplanes, also incorporating influencers to truly capture their buyer persona. By using Jennifer Aniston they show consumers and competitors that they are confident in all of its products, not just its premium cabins. In the ad Jennifer discovers the appeal of economy class on an Emirates A380 and opts to trade her first-class seat for a seat in the economy cabin. The video garnered 5,397,259 views. The best plug for Emirates on social media, is when they upgraded YouTuber Casey Neistat from Business Class to First Class on a flight from Dubai to New York. With 6,258,716 subscribers around a cumulative total of over a billion views for his videos and this video has received 32,576,547 views and counting. After watching him enjoy his flight, you’ll want this experience too (if you can afford it that is).

Know what kind of brand you are. Know what you stand for. Keep up to date with what’s trending and what’s hot. And by all means, target your messaging based on that. But be sure to strike a balance, and know that you can’t please everybody all the time. Pick your battles, and if you’d rather not fight, stay as neutral as Switzerland while also staying current. No one is saying it’s easy, but it sure can save a lot of headaches.

Go to our website and sign up for our newsletter for more great articles and features on some of our health and wellness clients! We are running a free webinar March 28, 2017 on how to build a TV pitch that gets you booked on TV without knowing a single TV producer! Come join the fun and learn how to stand out in the “sea of experts!”

Building Brand Love

Here at DPM, our main focus is to build meaningful relationships and partnerships for our clients. But in order to successfully build brand love and loyalty, these relationships must not only be strategic, but also authentic. But how do we do that?

Just like you prefer to talk to a real, live person rather than a recording when you’re trying to resolve a technical problem, so too do your customers. Brands who nix the typical form of advertising and instead participate in live, in person events and social media campaigns are the ones who do the best at winning people over to create customers for life.

It doesn’t mean you have to be at every event. But your product sure does. So when you’re not doing live, social media appearances, find events that are in line with your brand, and then, think swag. There is a reason why many companies have a guarantee their product: they know that if you try it, you’re almost certain to like it. And that creates a life long customer. The same principle holds true: try it for free once, and you just may buy it for life.

I can’t tell you how many times I have personally received a gift bag at an event and become a customer of those products as a result. I remember getting samples at a beauty event thrown by our community friends at Wanderlust of toxin free cosmetics called “W3LL People,” and instantly I fell in love. Their story was compelling (it involved a treehugger and a makeup artist, come on!), and they cleverly had a company spokesperson at the event to speak about the product. I was so intrigued between the story and actually trying their product that I still buy and follow the brand. I heard recently that Target picked up their line. Surely it wasn’t all because of free swag, but I’m willing to bet that it had a lot to do with it. It’s grassroots advocacy at its best: bring together like-minded people at a live event and give them products that are in line with their tastes. Tell them a story that inspires them, and you’ve got a great recipe for brand loyalty.

At DPM, we have created relationships with Reebok Hub, Bloomingdale’s, Well + Good, Create & Cultivate, Foundermade, LA Fit Expo, Santa Monica Pier Group, Health-Ade Kombucha, Under Armour, Bulletproof, Wanderlust, Garden of Life, LA Times, Livestrong, Bandier, MOBOT, Vital Choice, Vega, Quest bars and KIND (to name a few, haha). This kind of grassroots connecting gives the brands we work with the opportunity to tell their story in a natural way within a community that is already on the lookout for what our brands have to offer.

So, how can you create a brand that people will fall in love with? Consider the following:

1. What story does your brand tell?

It’s hard to sell anything if you’re not clear on why you’re doing it in the first place. People can feel your authenticity (and lack thereof). So get clear on your story. Why are you doing this? What inspired the brand?

2. Have smart goals

There is a reason this acronym comes back time and time again: it works. Make your goals specific, measurable, attainable, realistic and timely. I would also add strategic. If you’re selling health food bars, don’t go to a motorcycle convention to build brand awareness! Stick to marathons, health fairs and the like.

3. Create a strategy with a PR Firm

It takes a lot to build brand awareness, and no doubt, you can do it on your own. By why do the legwork when you can work with a PR Firm that has worked for so long to create relationships with partners who will benefit your brand? Let your PR firm do the heavy lifting.

4. Have great key messaging

This is where your story comes back in. Get clear on your story, and your message will follow. Then, make decisions for your brand based on that message.

5. Reward supporters so they amplify your message

Pay attention to your fans. Give them a pleasant surprise (maybe a shout out on social media, a free sticker, one of your products, etc.), and you will instantly turn them into super fans. They won’t be able to stop talking about how awesome you are, and their captive audience will undoubtedly soon become fans too which turns into buyers.

This is how you create a brand that you – and your fans – will love. So, what are you waiting for?

The Great American PR Debate: Finding Hope for a New Beginning on Inauguration Day


January 20th is fast approaching. And it seems like half the country is looking hopefully toward it, while the other half seems to be scrambling to find a way to turn back time. From what we read about in the press the American people are excited but anxious at the same time.

We here at Dunn Pellier Media choose to be positive and hopeful about creating our next chapter. We accept what is, and pledge allegiance to our country no matter its leader, no matter our political biases. Because like all inaugurations that came before this one, it marks the start of a new beginning.

No matter the leader, as citizens of this country, and us specifically as the keepers of news and media, we have a responsibility to use our voices to lift others up, no matter how different ours and their views may be. And indeed, every time we use our voices, we are engaging in Public Relations. So it’s very important for your message to be on point.

You may have caught the highly publicized and controversial speech delivered Meryl Streep at the Golden Globes earlier this month. Some viewed it as an attack on our new president, and others agreed with her. Whether or not you agree with Meryl Streep, it spread like fire through television, social media, and the internet.

How amazing that we have a PR battle of good and evil happening right before our very eyes! And the great thing about it is that you get to decide which is which. Who is the evil party? Who is the do-gooder? How interesting that it’s completely dependent on your values and perception to decide which is which.

We here at Dunn Pellier Media want you to get off to a great start in 2017. An Inauguration is really just that: a new start, a new beginning. It’s one of the things we admire so much about this country. No matter how bad things get, we always come out better than before.

So how can you look at your own life, at your own PR needs, and use this inauguration not to tear others down, but rather, to lift others – and yourself and your business – up?

We have seen the power of PR help to elect arguably the most controversial president in our history. So how can you harness its power to help you achieve your own goals?

Public relations can assist in expanding your message and expertise. It raises awareness for brands, and it builds relationships that run deep.

Our approach with our clients is to target the audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. We understand that Public Relations will help you to maintain a positive public image for your brand which in turn will help create a strong relationship with new and existing customers. You aren’t building sales campaigns, you are building relationships.

So how can you harness the power of PR for good this year? How will you build positive relationships with the public? How will your new start incorporate the good and the great of public relations to build the brand you’ve always wanted to build?

If you need help answering those questions, we are here. We will always be here. And we will always have your best interests and long term vision as our top priority.

Fitness and Wellness Trends for 2017

Our celebrity wellness experts and certified fitness mavens have the ultimate guide for you and your readers on what’s to become hot and trendy in fitness and health for 2017. If you want to use any of the information below for a story, we will happily share on our experts social media and our platforms for maximum exposure!

The traditional cookie cutter workouts are out. Now people want innovative methodologies, accessible fitness, well-rounded classes, and advanced trainers to challenge their physical and and mental abilities. Natural beauty and natural ingestibles are at an all time high, and the demand for natural non-toxic ingredients have never been greater. The answers are all in the gut – literally. Your gut is the navigator to your health ailments and disorders. Paleo is no longer – say hello to Ketogenic.

POE Yoga

Infrared anything for 2017: Our client Poe Yoga wants you to ditch the stuffiness and overflow of germs from traditional hot yoga rooms and add a far infrared yoga class to your fitness routine. You will soon discover the amazing benefits of cell regeneration, organ detoxification, reducing inflammation in the body and the intensification of your asana flow in Far Infrared Heat.

Lauren Boggi

Streaming Fitness Services: Bring the luxury of boutique fitness studios straight to your home for half the price. Our client and Philadelphia trainer, Lauren Boggi’s Cardio-Cheer-Sculpting workout has developed quite the following. For those who can’t make it to Lauren’s 3 posh Philly studios, Boggi’s new Virtual Studio LB allows women and men who are looking to tone, get leaner and push their overall fitness the ability to stream her workouts all over the world. Perfect for your living room, bedroom, or hotel room and ideal for when you need to squeeze in a quick workout. Promising that you will ‘never burn out and never plateau,’ 2 new workouts are added weekly.

Nutrex Hawaii

Ingestibles: Reap the multitude of health benefits through ingesting natural oral supplements and how they are reducing inflammation and biohacking your brain. Improving quality of life direct from Hawaii, Nutrex uses all natural processes to grow and cultivate microalgae for human consumption. The world’s most vertically integrated astaxanthin and spirulina producer, making the Aloha way of life the key to vitality and optimal wellness.

Club Pilates

‘Fitness will be Franchised’: Club Pilates is taking the boutique fitness world by storm. Franchising since 2012, Club Pilates is the nation’s largest and fastest-growing Pilates franchise. Class formats target a wide range of clients needs from young to more senior and beginner to advanced. Club Pilates is the first studio to create a 500-hour Teacher Training Program designed to thoroughly and safely teach group Pilates apparatus classes along with TRX, Triggerpoint, and Barre. Club Pilates has already sold 350 territories throughout the United States. Its over 300 instructors provide a current annual rate of over 2 million workouts to tens of thousands of members.

Dr. Trevor Cates

Skin is Your Magic Mirror: Dr. Cates teaches readers specifics on eating anti-inflammatory foods that support the liver, kidneys and digestion, and how to avoid common foods that trigger skinflammation. Your diet should include: skin loving fatty acids, antioxidants, probiotics and prebiotics, Collagen-boosting nutrients. Did you know ⇨ 6 servings of vegetables and antioxidant-rich fruit a day is recommended! Two servings of veggies with each of your three meals. Include at least 1 daily serving of onions, garlic, and another of the brassica family, such as broccoli, cabbage, cauliflower, and brussels sprouts. Broccoli, Kale, Rutabaga, Turnips, Collards, Cauliflower all good for detoxing.

Dr. David Perlmutter

The trendiest diet since paleo – the ketogenic diet trains your body to rely on fat (instead of carbs or glucose) for fuel. Dr. Perlmutter, author of NY Times Bestselling book “Grain Brain” and “Grain Brain Whole Life Plan” teaches that ‘Food is Your New Prescription’ as the ketogenic diet is proven to increase brain function and treatment for depression, migraines, Alzheimer’s. Dr. Perlmutter recommends omega-3s, coconut oil and extra virgin olive oil as simple means of incorporating more fats in a ketogenic diet!

Three Cheers for New Cardio Trend!

You can almost guarantee that every year the media will be covering traditional calendar topics that they covered the year before. Editors, Journalists and Bloggers use the calendar to organize major events or themes for upcoming content.  For example; December’s health and wellness topics could be “How to Avoid Holiday Weight Gain,” the “5 Tips to Lose Weight During the Holidays,” “Healthy Party Snack Swaps,” leading into January for all the “New Year, New You,” content you could ever imagine.

Uncover your greatest asset to creating content that the media will cover by utilizing the traditional American calendar and its many holidays, special days and more.

Three Cheers for New Cardio Trend?
Could the latest workout trend have you cheering for cardio?

In September we pitched the Doctors TV show.  Our angle included that September was National Cheerleading Month, and that “Cardio Cheer Sculpting” is one of the new hot workout trends featuring our client Lauren Boggi.  We shot the segment in October and the segment aired in late November.  Three cheers for the calendar and expert tie ins, they do really work.  Thank you Doctors TV for featuring our client and her amazing workout!

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