Oct 1 14

Introducing the “Conscious Consumer” and our new joint venture, Gibbs-rbb


Over the last decade, the decision-making process about the foods we choose to buy and eat has become even more complex.

Today’s Conscious ConsumerTM wants to know a lot more than just price, calorie counts and brand name. The Conscious ConsumerTM is interested in the quality of product ingredients, nutritional value, impact on the environment in terms of how it was made or how it was packaged, and even who produced it and if they act in a socially responsible manner.

The likely success of a brand can begin long before it makes its first appearance in the supermarket. With careful thought given to the entire value chain, brands can better communicate with a growing consumer base who care more, share more and spend more.

That’s why we’ve launched Gibbs-rbb, a company that understands the Conscious ConsumerTM and can guide brands to unlock the potential from this lucrative market.

Gibbs-rbb is the perfect blend of two nimble, independent firms – Gibbs & Soell, with a deep expertise in B2B supply chain, and rbb, an award-winning firm strong in food and beverage consumer marketing.

We share an award-winning culture, a no-nonsense approach to business and a passion for results. While the two firms will continue their separate operations, our joint venture truly makes one plus one equal three.

Gibbs-rbb invites you to find out more about today’s Conscious ConsumerTM.

Posted in: rbb News

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Sep 18 14

10 essential tactics for developing successful online videos


Did you know that 100 million Internet users watch an online video every day? In fact, a third of all online activity is spent doing just that.

You may think this equates to millennials watching funny YouTube videos or Vine loops all day, but the truth is far more interesting than that. According to Digital Sherpa, 50 percent of users watch business-related videos on YouTube once a week, and 75 percent of users visit the marketer’s website after viewing a video.

The fact of the matter is that it’s becoming more important for brands to include videos in their content marketing mix. As such, I’d like to share 10 tactics for creating successful online videos.

read more…

Posted in: Social Media

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Sep 15 14

A millennial’s perspective on working at a “Best Place to Work”


rbb has a reputation of being a “best place to work” (and the awards to back it), but that didn’t come to life for me until I actually started here.

As a recent college graduate, I was unsure what exactly it meant for a company to be a “best place to work.” I read about all of the rbb’s accolades and formed expectations (yes, they were high) of what my future workplace would be like.

The recent recognition of rbb as one of Florida Trend’s Best Small Companies to Work for in Florida, along with my one-year work anniversary, led me to reflect on my preconceived notions. It’s hard to believe that, in fact, my high expectations were actually exceeded.

To help others grasp exactly what makes “a best place to work,” from the perspective of a millennial, here’s my list of the five best things about working at rbb.

read more…

Posted in: rbb News

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Sep 3 14

Why brands must go social to survive, for better and for worse


There’s no denying how much the Internet has changed the way brands and customers interact, but not all companies have embraced this notion. The online world can indeed be intimidating, and some companies are still afraid of social media.

However, the reality is that a 21st century Breakout Brand must go where its audience goes. According to a study conducted by Ipsos Open Thinking Exchange, Americans spend more than three hours a day on social networks on average.

As such, joining these social networks does entail exposing your brand to the bad, yes, but also the good. And, more importantly, it’s up to brands to ensure they’re prepared for both.

read more…

Posted in: Crisis Communication, Social Media

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Aug 26 14

How print media are surviving – and thriving – in the digital era


There’s no question that print media have been profoundly impacted by the Internet. In fact, the medium’s failure to enter the 21st century and adapt quickly to the web caused the demise of many esteemed publications, while the business model built to support print-only publication became obsolete.

But the print medium hasn’t completely faded out. Quite the contrary.

Still Alive

In fact, Mediapost.com has reported that a total of 93 new print magazines launched in the first six months of 2014; many of those magazines were related to regional interests and business-to-business.

read more…

Posted in: Public Relations

Aug 21 14

rbb takes the ALS Ice Bucket Challenge


Following on the heels of Susie’s astute post on how the ALS Ice Bucket Challenge encourages us to be better marketers, we went ahead and took the challenge ourselves. (At the behest of our client, Homewood Suites.)

Of course, we had to bring our A game. We not only dumped the ice, but we’ll also be making a donation on behalf of the agency.


Posted in: Social Media

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Aug 18 14

How the ALS ice bucket challenge challenges us to be better marketers


For the past few weeks, my social media feeds have been dominated by family, friends, celebrities and complete strangers dumping buckets of ice on themselves as part of the ALS #IceBucketChallenge. I have also seen many posts where people are annoyed and questioning if the challenge is actually making a difference.

Well, aside from creating an awareness for ALS (amyotrophic lateral sclerosis), often referred to as “Lou Gehrig’s Disease,” it is actually raising “buckets” of money and bringing in new donors.

As a public relations strategist, this grassroots campaign is one that stands out as the most successful in a very long time.

read more…

Posted in: Marketing

Jul 23 14

Shifting attitudes about media make a case for integrated communications


Americans’ faith in the major news media platforms is at record lows, according to a Gallup Poll published in June 2014. The actual behaviors of the average consumer, though, should make PR pros take notice, given that media relations is a significant portion of what we do.

Gallup’s Poll shows that people trust newspapers the most, followed by the Internet, with television news bringing up the rear. However, the American Press Institute notes that this order is reversed in terms of how Americans actually consume the news. Television, which reportedly has the lowest public confidence, is the most frequently used medium for getting the news, with laptops/computers ranking second and newspapers coming in last.

While trust in the Internet as a source is slightly lower than when Gallup first measured public confidence in 1999, this year marks the first time that another news medium (television, in this case) has fallen below the Internet in public trust.

read more…

Posted in: Public Relations

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Jul 14 14

Granada, not Grenada: Six spellchecking tips that could save your brand


You may have read recently that one vowel might cost British Airways a pretty penny after sending a couple to the Caribbean (Grenada) instead of their intended Spain vacation (Granada). In a digital age where public blunders go viral before brands can even think of hitting the delete button, it’s more important than ever to be mindful of producing well polished content.

While word processors’ spellcheck may be a PR pro’s best friend, sometimes the infamous red squiggles below a word can be misleading. Indeed, Grenada and Granada are both words, but you have to think: Which word was intended?

If you have been following my other posts, you know that grammar, spelling and proofreading are all things that excite me. As rbb’s resident proofer, I’ve put together a list of six misspellings and grammatical errors PR pros should always avoid.

read more…

Posted in: Business Thoughts, Media

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Jun 30 14

U.S. Soccer and Malcom Gladwell: Why World Cup is a marketing game changer


“The magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.”

That is how Malcolm Gladwell describes the tipping point.

With the United States advancing to the elimination round and the country catching World Cup fever, marketers must ask themselves this question: Is this soccer’s tipping point?

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Posted in: Marketing

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