For many of us at Nebo, it can be hard to leave our work at work. Intuitively, we apply the same human-centered approach we use for our clients to our everyday experiences. Realizing that it is futile to fight it, we’ve decided to embrace it. We’ve decided to look at everyday things and figure out ways that the user experience can be improved. This is a look at the user experience in real life, or as people online might put it, UX IRL.
Today’s subject: clamshell packaging.
As PR professionals, part of our job is to pitch clients’ stories to target outlets and influencers. At the agency, the only pitches we see are the ones we’re sending. But on the other end – at the newsroom – those pitches are just a drop in the bucket. Media relations specialists rarely experience this transaction from the other side, but online dating has given me a surprisingly fresh perspective on pitching. In this installment of Love and Media Relations, I’ll continue to share PR lessons I’ve learned through online dating, showing how contacting potential love interests is a lot like pitching media contacts.
When I first started in Paid Media at Nebo, the digital industry was as fresh as I was out of college. The opportunity and potential was thrilling, but came with a set of challenges that many undefined industries face: lack of historical user data.
Many times I’d feverishly sort through dozens of market research previews and summaries from huge research firms, hoping that the one I eventually picked (and convinced Nebo to pay for) would offer some insight into online behaviors.
More often than not, I’d reach the end of a report with a solid understanding of how affluent males ages 24-45 make offline decisions about buying a luxury car, for example, but nothing of how these users engage with online mediums throughout their buyer journey.
Today, however, the data we need to help guide our digital strategies is more widely available than ever. We still have the option of buying comprehensive data packages from mega researchers, but are also dozens of amazing free tools available that help us get insight into how people are searching online, how they’re interacting with brands, and what the modern buyer journey looks like.
Media relations horror stories are everywhere. Even the simple act of sending an email has inspired PR urban legends. There’s the firm that sent out a mass message addressed “Dear Blogger.” There’s the agency that made a data entry error in a mail merge and got the names of hundreds of media contacts mixed up. I’ve even heard about someone blatantly CCing several writers at several different channels on the same pitch.
Hearing these media relations nightmares, I’m struck by how similar they are to my own horrifying experiences as an online dater. There’s the guy who greeted me with “Hey Pumpkin.” There’s the other guy who asked if my job in social media was “doing Twitter and stuff.” And then there was the time I got the same message from two men in one week: “I wanted to let you know I’ve already married and divorced you in my mind…” (Turns out this bizarre pseudo-proposal was a popular approach at the time.)
That’s how much actual product is contained in a 20oz soda. About twelve to fifteen cents worth of syrup, a few ice cubes, water, and a burst of carbonation. Depending on whether you’re drinking out of a glass at a restaurant or a paper cup from a fast food joint, the actual price can fall anywhere from fifteen cents to a quarter.
When I first learned this, I was infuriated. A 20oz bottle of soda costs about two dollars at a gas station. A fountain soda to go with your meal-deal runs somewhere in the dollar-and-change range, while a cola at a sit down restaurant can run you as much as three bucks. We’re talking about a markup of anywhere from 300-600%! With these kinds of margins, soda is easily one of the most profitable food and beverage goods on the planet.