Bringing PR and Video Together

Last Friday, an Austin-based company posted an ad on Elance, a job site for companies looking to hire freelancers for contract work.  On Elance, companies post an ad for the work they need done and freelancers and businesses like Pickie Pie submit a proposal and bid on the job.  Then, the company or person looking to hire chooses from the bids submitted.

Austin-based Long Tail Products needed someone to write three press releases for the launch of their new product called Cool As Ice Caps and Flaps.   They needed these releases turned very quickly as the product launch and webpage were scheduled to happen in just five days from the time of their posting.   

Pickie Pie bid on this project by not only offering to quickly and professionally turn those releases by their deadline, but we also offered to add an extra: A high-quality, professionally produced video about the product which included an interview with the inventor and the company's CEO.  This is where PR and video production meet.  Pickie Pie beat out all the other bids.

Because Google owns YouTube and the geeks at Google love video, having a video about your product on your webpage increases your SEO juice significantly.  But, that's not all it does.  A video about your product allows consumers, journalists and bloggers to see and understand its features in a way still photography cannot.

Pickie Pie had the press releases written and ready by Sunday night.  We shot their video the next day  and had it produced and edited later that night.  It's now ready to roll on the company's webpage and on You Tube.

In addition, we produced b-roll of the product and additional raw soundbites for electronic journalists to download and use.  By doing this, we take some of the work and resource allocation issues away in a time when the media has fewer and fewer resources.  Doing some of the work for reporters makes it that much more likely they'll cover your product or business.

We loved working with Long Tail Products and having the opportunity to showcase both our public relations and writing skills coupled with our video production resources and abilities.  We hope to do more work on their future product launches.

Pickie Pie and Bonefish Grill in Texas

BFG Managing Partner Steve Padgett, CIS Development Director Angela Jenkins, Pickie Pie Founder Rachel Elsberry and BFG Joint Venture Partner Ben Miller

Pickie Pie Productions facilitated the Grand Opening of the first Bonefish Grill in Texas with a ribbon cutting and a charity night.  Still to come are several nights inviting and hosting local media at the restaurant.

   

The soft opening charity event which took place on Saturday, July 21, benefited Communities in Schools-Bay Area.  Our goal was to raise about $5,000.00 for the non-profit.  However, our efforts exceeded expectations as we were able to help the group raise $10,795.00.  Those proceeds will be used to support drop out prevention programs within Clear Creek and Dickinson ISD schools.

Pickie Pie is on tap to help Bonefish Grill launch more restaurants in Texas in 2012.   Congratulations, Bonefish Grill!  Welcome to Texas!

 

How Ad Agencies Can Use PR to Drive New Business

 No other marketing tool replicates what PR can do when it comes to building trust with important audiences. 

This is a guest post written by Don Beehler. Don is president of ABC&D Communications, a public relations agency in Franklin, Tennessee. His blog provides PR tips, tactics and tools for small and medium-sized ad agencies and businesses.

After more than two decades in the public relations business, I’ve come to believe that the most important thing PR can do for an ad agency is enhance its credibility. 

Strategic use of public relations can help small and mid-sized agencies—even a one-person operation—level the playing field with larger competitors.
How is that possible? Because people quoted by the news media and influential bloggers are perceived to have expertise in the topic being discussed, regardless of the size of they firm represent. The impression the audience gets is that the person quoted is among the cream of the crop in his or her profession.
That may or may not be true, but perceptions don’t have to be true to be effective. 
Can you think of a better advantage over your competitors than being positioned by a credible third-party source as a leading expert in your field?
Here’s a real-life example from one of my clients who runs a successful hedge fund. After I made several introductions to financial publications on his behalf, he started getting contacted by finance reporters and quoted in their stories. As a result of this coverage, a business writer for Associated Press found him after doing an Internet search for a source and contacted him for an interview. That led to a good deal of national coverage and more spin-off interviews.
National news media discovered him through these stories, and because he is responsive, articulate and competent, reporters keep coming back to him for his insights and analysis. He now has regular appearances on a national TV business program, giving him instant credibility with prospective hedge-fund clients.
Here’s the kicker: His firm is a one-man show, and three years earlier he was still in college. Yet, he now enjoys a distinct name recognition and credibility advantage over scores of hedge-fund managers with larger client rosters and decades more experience.
It’s no different for ad agencies because targeted publicity allows an objective secondary source–the news media or bloggers–to position your agency or CEO as an expert in a particular niche.
John Sonnhalter, CEO of The Sonnhalter Agency near Cleveland, Ohio, is a shining example. His business-to-business agency used social media, especially a niche blog called “Tradesmen Insights,” to target a very narrow audience: Manufacturers that are trying to reach professional tradesmen.
His agency has gained expert status in its niche and routinely gets requests to do interviews, guest posts and take part in industry-related workshops and seminars. He’s also frequently asked to either contribute an article or be part of an industry story in key trade media outlets.
As is the case with my hedge-fund client, the news media and bloggers that reach his audiences now come to him.
PR helps make you “discoverable” through . . .

• Local, regional, national or international consumer media coverage
• Niche industry trade publications and websites
• Blogs your clients/prospects read
• Online buzz

While public relations is a great way to generate awareness, positive associations and credibility in the eyes of a skeptical world, in my experience few ad agencies use PR strategically to drive new business.
In fact, it’s not unusual to find agencies using PR to promote themselves without having a carefully thought through plan for what they really want to accomplish and how PR can help them meet their objectives.
If properly targeted, your PR activities will get the attention of decision makers. But if you use a shotgun approach or try to be all things to all people, your PR efforts will fall short of their potential.
The key is to have a PR plan that compliments new business development initiatives with a clear focus, target and purpose.
The flip side of all this is if your agency lacks PR capabilities altogether, you may be missing out on some wonderful new business opportunities. Put yourself in the client’s shoes: If two agencies are perceived as equal in capabilities and service but one has PR capabilities and the other doesn’t, and you have a product or service you believe is newsworthy, which agency would you choose?
Clients know that you can’t have a truly integrated marketing communications campaign without a PR component to take advantage of publicity opportunities.

 One final word:

A successful agency PR program is a consistent one. A start-and-stop publicity effort makes about as much sense as running a print ad once every six months—there just isn’t enough ongoing exposure to make it work, even if the ad itself is great.  Advertising and PR both require a certain amount of frequency to be effective.

About Michael Gass
Michael is an international new business consultant to advertising, digital, media and PR agencies. Since 2007, he has led in the use of social media and content marketing strategies to make agency new business EASIER.

4 Reasons Pinterest Wins with Women (And Facebook Loses)-from Forbes

From Forbes:

Look out Facebook. A picture is worth a thousand words especially if you are looking to speak to female consumers. That’s why Pinterest boasted 104 million total visits in March, and is now the third most popular social media platform behind Twitter and Facebook.
Women are almost completely responsible for Pinterest’s success—according to Inside Network’s AppData. In fact, 97 percent of the site’s users are women.
Women trust recommendations from Pinterest more than any other platform, per BlogHer’s annual study on women and social media. Eighty-one trust Pinterest versus Facebook (67 percent) and Twitter (73 percent).
Why? Because women trust other women in their circles more than anyone else. As a result, 47 percent of women bought something based off a recommendation from Pinterest where as only 33 percent bought because of a recommendation on Facebook.
It’s no surprise that brands have been jumping on the Pinterest bandwagon in troves and have seen their followers grow over night. Many products are getting more exposure than they ever could on Facebook and Twitter, and it’s relatively easy to see why.
To sum it up, here are four reasons why Pinterest is superior to Facebook when targeting women:
1. It is simple, clean and fuss free. This makes browsing delightful and easy: two main components to marketing success. Because of Pinterest’s visually appealing layout, consumers just see a picture with very little text. Facebook on the other hand is very word heavy and can turn off potential consumers.
2. Marketers have an open window into consumers’ interests. They can easily see a gold mine of information on potential customers. For example, an interior design marketing team can see who is influential in the ‘home decor’ section. They can then start following and see what trends people are repining and liking.
3. It’s relaxing. Pinterest creates a curated experience for its users in a fairly anonymous way. No constant updating of feeds, no overload of people’s lives. On Pinterest it’s about enjoying your hobbies—not having to like someone’s status or wish anyone a Happy Birthday. It lets users share experiences in a negative-free zone, briefly comment and move on without the weight of Facebook etiquette.
4. Brands have found cool ways to use it. Martha Stewart Living and Kate Spade are pinning like crazy with overwhelming response by adding more than 19,000 and 34,000 followers respectively. Kotex even has bragging rights for hosting one of the first Pinterest campaigns. The brand found 50 “inspiring” women in Israel and looked at what they were pinning on Pinterest. Then, Kotex sent the women a virtual gift. If she pinned the gift, she then got a real one in the mail that was based on something she had pinned. The result: success—nearly 100% of the women pinned and commented on their gifts.
All told, Pinterest has brought women together online in a way never seen before and tapped into an extremely influential consumer market without even trying. In many ways, this makes Pinterest genuinely more appealing than Facebook and far more trendy among women consumers who get the picture.

Melissa Pitts is a marketing intern at gyro. She blogs regularly at Newstaco.com, FlamingTortillas.com and Americas Quarterly.
Follow her at @mpittsm

What's Your Flavor?

Leveraging Social Media in Food Marketing

by Karlene Lukovitz, Jun 29, 2012, 1:32 PM

food, research, retail, social media

When it comes to learning about food, nearly half of consumers use social networking sites, and 40% use Web sites, apps or blogs, according to a new study from The Hartman Group and Publicis Consultants USA.

“Consumers used to rely on mom and family traditions for meal planning, but now search online for what to cook, without ever tasting or smelling,” said Hartman Group president and COO Laurie Demeritt.

In addition, nearly a third of Americans overall -- and 47% of Millennials -- use social networking sites while eating at home. 

So how can food makers and retailers best leverage this social media power?

According to the researchers, they need to understand that consumers’ social media behavior falls along an engagement continuum, and create tailored communication strategies relevant to each type of three users:

* "Spectators” use social media as an extension of their network of friends, family and peers. They use social media for product reviews, recipes and good deals.

* “Dreamers” curate and push food-related content through social networks. They aspire to have larger followings and more influence than they currently do.

* “Doers” are the most engaged. They are the core of food and social media, creating content that inspires followers.

There are many possible brand opportunities for each type of consumer. “For example, a brand may entice Dreamers by incorporating their recipes on its site, or appeal to a Spectator by offering incentives in exchange for a video review,” pointed out Steve Bryant, president of Publicis Consultants.

The study, “Clicks & Cravings: The Impact of Social Technology on Food Culture,” was conducted in October and November 2011. Qualitative ethnographies were fielded in two major U.S. markets, and more than 1,600 U.S. adults participated in an online survey.

Read more: http://www.mediapost.com/publications/article/177904/leveraging-social-media-in-food-marketing.html#ixzz1zU7H00ay

The White Party is one of Pickie Pie's favorite events of the year.  We provide pro-bono PR services for this event.  This year, we took on a greater roll in securing media sponsorships and advertising trade for the party which benefits Lifeworks.

We also secured a fashion segment on YNN's Fashionably Yours with Anne Hudson featuring Austin jewelry designer Kendra Scott and lovely models dressed in white frocks from Estilo, a boutique on 2nd street in Downtown Austin.  The models had their hair done by stylists at Ron King Salon, who will also provide an updo bar at this year's party for the gals who need a quick re-style to get them through the night.
Pickie Pie clients Dagar's Catering and Fleming's Prime Steakhouse & Wine Bar will also serve delicious nibbles in the party's Tasting Grove and VIP cabanas.

Making it for Mom

Fleming's Prime Steakhouse & Wine Bar offers brunch three times a year:  Easter Sunday, Mother's Day and Father's Day.  This year, we pitched and secured a segment on KEYE's We Are Austin Live featuring Fleming's Chef Erick Nixon and a yummy breakfast in bed viewers can make for mom. French toast!

Here's a link:
http://weareaustin.com/lifestyle/features/austin-live/stories/vid_370.shtml

Social Media Is About Cultivating Community, Not Corralling Cattle

In the Relationship Era, Sales Tactics Drive Consumers Away

By: Bob Garfield Published: April 23, 2012

inShare276

Bob Garfield

Were you ever in a public place and became aware that a guy nearby was frantically scribbling in a notebook, a disheveled lunatic madly writing as if the future of the world depended on his accumulated observations? Yeah, that was me yesterday. Not being the curious onlooker. I was the lunatic.
I was scribbling notes in some documents prepared for client of mine -- never mind which -- by his agency partners, never mind whom. The documents were outlining social-media strategy. Here was one sentence that caught my eye: "Marketers are using social media to drive loyalty and repeat transactions." Then came the delineation of a three-point strategy, the first two points of which -- cultivating community and conversation -- made perfect sense in the obvious ways. Then came Point 3: "Convert conversations into transactions that support business objectives."
Cut to me in close-up: Scribbling, scribbling, scribbling like a madman. Because what I'd just read was so classically the mentality of unreconstructed Mad Men. Though designed to reassure clients about the efficacy of social marketing, it was terrible advice. (What you're now reading is a transcription, minus the blotted ink and spittle, of my own.)
Yes, we are all of us in business with transactions in mind. Yes, more transactions are almost always better than fewer transactions. Yes, we hope our social media efforts -- like everything else we do -- will be followed by more people purchasing our goods and services. Indeed, if you succeed in forging relationships with your various constituencies, and you are open and honest and share (i.e., in both directions) compelling and relevant stuff, loyalty and trust will grow and from that will flow more business at lowers acquisition costs.
But if you are cultivating community and conversation for the purpose of corralling cattle into the slaughterhouse, you are not engaging in a social strategy. You are engaging in a sales strategy, which is pretty close to the antithesis of social marketing. We are in the Relationship Era. This is no time for manipulation.
If you believe luring friends and confidants to your social space is the right way to set up a business relationship, why take half measures? Join Amway. Don’t forget the motivational tapes.
A second document prepared for my client proposed a content strategy, much of which was pretty much dead on. Yet it included a large component of content focusing not on the community, and not on the general concerns of the category, but on the brand itself. What its history is. How to use it. How special it is. Blah. Blah. Blah. You know what that stuff is called? It's called "advertising." Also, when it excessively dominates the conversation, "bad manners."
Welcome to our home! Please be our guest. Let's get to know one another. But first: Let us tell you how great we are. We are soooo great, in the following ways….
Sounds like a super fun evening.
When "The Human Element" finally emerges next year, my co-author Doug Levy and I will list the mounting evidence of the inverse relationship in the Relationship Era between brandedness and engagement. The harder you try to sell, the more you scare -- or simply bore -- people away. This central truth is not difficult for brands to understand, but for some reason it is hard for them to internalize and act upon. What is first required is to embrace social relationship-building not as the latest marketing fad, or even as a new reality that has been forced upon you, but as a means to revaluate who you are, what you stand for and why you are in business in the first place.
If the only answer is "more transactions," the future will not be kind to you. You may not wind up on a park bench filling notebooks, but you sure won't keep many friends.

ABOUT THE AUTHOR

Bob Garfield, now a consultant, has reported on advertising, marketing and media for 28 years.

Creating a Powerful Personal Brand

Entrepreneurs in Austin get a special opportunity every March.  It's Rise Week and features networking events and information sessions on everything from using video effectively to tax information to brand building for small businesses.  Below are notes from a session we attended presented by Marny Lifshen about the importance of building a personal brand.

Creating a Powerful Personal Brand

Just like products, people have a brand.  It’s important to have a powerful personal brand.  Think of people who are brands.  Some examples would be Oprah, Howard Stern and Sarah Palin.  Come up with two to three statements about what you want to be known for. 

Include:

·         Special talents

·         What you are like to work with or interact with

Your personal brand is built upon experiences and perceptions.  People will talk about the experience they have with you often more than they will talk about your product.  If you’re a great lawyer but you’re a jerk to work with people will relay that to others.  It will impact your bottom line.  Your technical abilities are important but people have to have a good experience with you.  This is why it’s important to learn how people perceive you and make changes and adjustments.

To have a powerful personal brand, you must be:

·         Authentic

·         Distinct

·         Consistent

Being distinct tends to be the most challenging for people.  You cannot get mixed up with your competitors.

BEING THE FRONT MAN OR WOMAN IS PART OF THE JOB WHEN YOU OWN A BUSINESS. YOU MUST BUILD THE SKILLS.

It’s also important to note your personal and professional brands are linked.  Think about Tiger Woods, for example.  You cannot separate them.  You have to be who you are.  You, as an individual, are your own company.  Think of yourself as a company.  You are building your brand all of the time.  Take a hard look at your Facebook.  What you do and say impacts your professional brand.  Think about Anthony Weiner.  Brands are lasting and hard to change.  Your brand precedes you. A lack of a brand also precedes you.  No brand can be as bad as a negative brand.

Ask yourself:

·         What is my brand today?

·         Am I out of touch?

Other things that impact your brand:    

·         Your physical appearance

·         The company you keep

·         Your reputation

·         Your demeanor

In terms of personal appearance, it is one of the most important things when it comes to making a first impression.  For women, it’s especially important to look modern and wear age-appropriate clothing.  Plain and simple, dressing appropriately is a sign of respect.  You’ll never be uncomfortable if you are the best dressed in the room.  Evaluate and update your appearance.  Dress the part.

In terms of the company you keep, assess your network.  Who is in your inner circle?  What does your network say about you?  Do you need to make some adjustments there?

Other points:

·         Identify your brand heroes

·         Look for leadership opportunities

·         Find/utilize mentors

·         Embrace your strengths

·         Address your weaknesses

You need to know what you are really good at doing.  Ask others to be honest with you about how you are perceived.  Talk to your mentors and previous co-workers (don’t ask your spouse or current co-workers or staff).  Keep in mind people will tread lightly.

Finally, 93 percent of our communication is non-verbal (body language, tone, facial expression).  Seven percent of our communication is verbal (the words we use or choose).  When you text or email, you are leaving 93 percent of the message on the table.  Why would you do this when a phone call or an in-person conversation puts you at 100 percent?

Best Practices-Kendra & Cocktails

Pickie Pie Productions facilitated the partnering of Fleming’s Prime Steakhouse & Wine Bar with Kendra Scott Designs on an event which featured drinks from Fleming’s new cocktail menu, Kendra’s spring jewelry line and benefited Lifeworks, a local non-profit.  The event, called Kendra & Cocktails, was held in the private dining room at the Downtown Austin Fleming’s at 320 E. 2^nd Street from 6:00-8:00 pm on Thursday, April 5, 2012. 

Kendra Scott:

Kendra Scott is an Austin-based jewelry company whose founder and namesake is a local celebrity in her own right with boutiques in Austin, Beverly Hills and Dallas.  She has a tremendous following among fashionistas and women in the 25-45 demographic not only throughout Texas but nationally.  Her jewelry is often spotted on prominent celebrities and is featured often in publications such as InStyle Magazine, Lucky and Glamour.

Kendra Scott & Fleming's Operating Partmer James Cooke

Entry Fee & Dining Credit:

Guests paid a $25.00 entry fee which was good for two cocktails and heavy appetizers prepared for them  by Chef Erick Nixon.  Fleming’s turned around and donated the entry fee received from guests to Lifeworks.  A $25.00 dining credit was given to attendees who stayed for dinner after the event.

Cocktails:

Fleming’s provided a choice from three cocktails from the new menu with a beautiful table display and bartenders in the room shaking them up in front of a beautiful backdrop provided by Kendra Scott.  Guests were given two drink tickets when they paid their fee at entry.

Shopping & Activities:

Jewelry from Kendra Scott’s spring line was on display and for sale at the event.  Kendra Scott donated a portion of jewelry sales to Lifeworks.  Guests also enjoyed mini-blow outs and updos from NY Vixen Hairstyles and make up touch ups from Just Jill Cosmetics, both local businesses.  Beijo Bags and Just Jill Cosmetics were also available for purchase.

Kendra & Cocktails Event

Raffle:

Guests had their name entered into a raffle for a number of great prizes including Fleming’s gift cards, jewelry from Kendra Scott, a facial, makeup and hair treatments by filling out the Friend-of-Fleming’s cards as they entered the event.  This allowed Fleming’s to capture their information for future use.  Kendra and James Cooke, the Operating Partner at the Downtown Austin Fleming’s, drew names throughout the evening for the raffle prizes, adding an element of fun and surprise to the event.

Pre-Event Promotion & Event Coverage:

Kendra & Cocktails was promoted via various social media outlets, electronic and print publications and television (click here for video link).  The non-profit component of the event made promotion much easier to secure. 

YNN's Anne Hudson, Kendra Scott, Chef Erick Nixon & YNN's Eddie Garcia

The event was also promoted through Kendra Scott’s email database and social media and by Lifeworks database and social media.  Reporters from several publications also attended the event with cameras or photographers.  Fleming’s also hired a photographer for the event.  Post-event coverage is expected in a number of publications along with social media.

 

Fundraising:

Fleming’s donated close to $2,000.00 from collected entry fees to Lifeworks in addition the portion of sales donated by Kendra Scott.

Overview:

This was a highly successful event for the Downtown Austin Fleming’s on many levels.  Not only did it get the restaurant press but it aligned the restaurant with a key non-profit (Lifeworks) and one of Austin’s most-highly successful business women (Kendra Scott), celebrities and brands.  The event also appealed to the 25-45 female demographic of Austin which has a high disposable income, purchasing power and allegiance to brands which they feel value them and support their causes and interests.  Guests had a very positive experience.  The room remained full all the way up to the stop time and many guests stayed for dinner.

The Importance of Photos

This is a re-post of some great points from the folks at Gas Pedal!  Love them.  Great points here!

Great copy can do incredible things, but it's hard to beat the perfect visual when it comes to telling a story. Here's how a smart use of photos can improve your marketing: 1. To make it more professional 2. To let your fans do it 3. To tell a better story 4. Check it out: The manly Pinterest 1. To make it more professional Airbnb is great for finding a place to rent in almost any city in the world. But there's some natural uncertainty involved because you're renting a stranger's home. You end up relying a lot on photos. So if they're crappy, you're much less likely to rent the property. But professional, polished photos add a sense of legitimacy to the experience. To help with this, Airbnb started something cool: They sponsor professional photographers to come in and shoot properties. Because these photos are so much better, renters have more confidence in the property, property owners get more renters, and Airbnb gets more revenue. The lesson: What professional services could you offer your clients to make both of you more successful? Learn more: PSFK 2. To let your fans do it You don't have to be a professional photographer (or hire one) to get great photos. Check out White Castle's website for an example. It's filled almost entirely with fan-submitted photos, and it's constantly updated. It's basically a stream of pictures White Castle fans have lovingly uploaded that feature their signature mini burgers. None of the photos will win any photography awards, but it definitely makes for a fun website. The lesson: Your fans make better content than you. Instead of doing all the work yourself, just ask them -- they'd love to contribute. Learn more: White Castle 3. To tell a better story On eBay, you can buy just about anything. But have you ever noticed that for most items, there's only one photo? That's because until recently, sellers had to pay extra to post more than one. But eBay just changed their policy, allowing sellers to post up to 12. This means buyers get to see a whole lot more angles of all the random, one-of-a-kind items that make eBay so special. And since a picture is worth 1,000 words, more images will answer more questions -- and probably generate more sales. The lesson: More photos with more angles make it easier for online buyers to really see what they're getting. Learn more: Marketing Pilgrim 4. Check it out: The manly Pinterest Pinterest is pretty cool, no doubt. But for guys, it can feel a bit like a ladies' party. So, if you're looking for more pins featuring motorcycles, sports, and gadgets, check this out. Check it out: Gentlemint

Detox Retox Gets Good Press

Functional Fitness Team with KEYE's Hunter Ellis

Pickie Pie garnered some great press for Detox Retox, a once-a-month workout at the Domain in North Austin featuring clients Functional Fitness and Fleming's Prime Steakhouse and Wine Bar.  We secured segments on KEYE's We Are Austin Live with Reporter Hunter Ellis.  He shot two segments for the 4pm broadcast, one featuring the workout or Detox portion of the program and another with Chef Boyer Derise at Fleming's featuring the Retox portion of the event.  YNN's Anne Hudson also featured the workout in her weekly Style Guide and shot a segment on New Year's fitness fashions with our other partner on the event, Lululemon Athletica.

Happy New Year from Pickie Pie

Pickie Pie Productions Founder Rachel Elsberry with friend Jette' Momant of Jette' Momant Public Relations

Dagar's Catering with a Texas Twist on 2012

We garnered this placement for our client Dagar's Catering on KEYE's We Are Austin live program.  Kathryn Dagar-Albarado provided viewers with a Texas Breakfast Casserole recipe for an easy, make-ahead brunch.
Here's the link: http://weareaustin.com/austinlive-story/?nxd_id=205647

PR Best Practices-Partnering with Complimentary Businesses

Pickie Pie and Fleming’s Prime Steakhouse & Wine Bar at the Domain have teamed up with local personal trainer Shawn Martinez of FunctionalFitness and Lululemon Athletica for an ongoing monthly fitness, fashion and food event on the first Thursday of every month.  It’s called Detox Retox.

The “detox” portion of the event consists of an hour-long urban workout using the natural and man-made attributes of the Domain, an upscale outdoor shopping center in North Austin, starting at 6:00 p.m.

Following detox, guests make their way over to Fleming’s Prime Steakhouse & Wine Bar where they “retox” and enjoy a special happy hour menu created especially for them by Chef Boyer Derise.  

 The menu, using existing menu items, includes skinny cocktails, light beers, wines and low-carb appetizer selections offered at happy hour pricing until 8:00 p.m. for guests of Detox Retox.  This special menu is printed with the Fleming’s, Functional Fitness and Lululemon logos.  When the weather is nice enough, this event is hosted on the outdoor patio.

Since starting this event, it has been consistently well-attended and has provided some great public relations opportunities and placement with local media, especially at the start of the New Year when fitness becomes the focus.

A Note about Lululemon: Lululemon Athletica works hard to make each of their locations unique and feel like part of the community.  They are excellent at making what is a chain feel local by featuring local instructors who are the company’s ambassadors and regularly holding events and classes for their customers.  The store has been called “the best retail growth story in retail today” by a senior analyst with Credit Suisse.  Teaming up with this retailer ,if there is one near your location, is an excellent way to target and gain exposure with female consumers who have disposable income, are loyal to brands they feel are loyal to them and are active participants in their local community.