Lifestyle Archives

When luxury means camping

The Montreal winter has been intense this year. Now that it’s mid-March, the whiff of spring has me thinking about a luxury trend I’ve noticed in recent years: glamorous camping, a.k.a glamping.

The luxury of buying yourself an influencer

Who are these influencers that we keep hearing about? Creatures of the Web, they often started out with a blog, a page on Facebook or Instagram, or, more recently, a YouTube channel. Not all of them are illustrious “nobodies” who created a place in the sun through social media: increasingly, they include personalities, journalists and models who exert a real influence on their hundreds of thousands, or even millions, of followers.

Luxury in Mexico City, the New York of the South

It was my second trip to Mexico City, that impressive megalopolis whose population is nearly two-thirds the size of Canada’s. It is a city imbued with history where entire neighbourhoods are preserved and you can follow in the footsteps of Frida Kahlo.

The six-step NATA model

STEP 1: Why would journalists talk about you?

Ten questions to help find positive angles and tell the right story to the media

Journalists and bloggers are storytellers. The more attractive, unique and original the facts, products and services are, the more attention they will garner when the public relations expert presents them.

Nominated for the…

Top 40 Under 40
The entire NATA team is proud of our Vice President David Tremblay, who has been nominated for the Top 40 Under 40 PR PROS chosen by the PR industry in Canada. The winners will be announced on June 28th.

The key to a successful event or product presentation

The unveiling of a lingerie brand to Toronto media and bloggers

After much back-and-forth with our client to try to convince them of the relevance of an event in the Toronto market, the client confirms that we’ve got a commitment from the parent company’s head office based in New York. We’re also told that we will have the vice-president of creative and design, an exceptional woman, on hand to speak with the media.

OKA celebrates its 125th birthday

NATA MODEL 1 – Why should the media talk about you? // OKA celebrates its 125th birthday

There are six steps in the NATA model. Yet the first is by far the most important of all for generating press coverage and piquing the curiosity of bloggers and influencers. Step one in the model is to answer a simple question: Why should the media talk about you?

Public Relations and the Compound Effect

Time is money and PR is an investment. Like our investments in the bank, ongoing press relations pay back. There is a cumulative effect when we are able to promote a brand or a product for a year or more.

Influencers – to pay or not to pay?

Advertising agencies were the first to pay influencers directly from their clients’ advertising budgets. PR agencies followed suit, since they had already forged links with influencers. This trend will continue to grow, because unpaid mentions from bloggers are difficult to get. Difficult, but not impossible, because some brands continue to perform well without ever paying influencers, as their products remain highly desirable among this group.

NATA PR MODEL NO 3 – Identify the real influencers

With so many people online claiming to be influencers, it can be difficult to identify the real ones. Every day, our agency receives requests from influencers who want to be added to our media list and receive our press releases, or who are offering a paid partnership where they will promote our clients’ products.

For many of the influencers we meet every week, this is a fleeting endeavor that lasts just a few months or years before they move onto something else. In these cases, it is not easy to see how they develop. However, although the term influencer is overused, some influencers manage to stand out, creating a double occupation and making a good living out of this genuine profession. Noticing this, a few years ago agencies began to educate themselves in how to represent these influencers.

A completely new industry was born and has been becoming more structured ever since.

The role of influencers

Today, influencers sell their services to companies, to present and promote products to their community. For example, we often see them using an item or appliance in their kitchen (YouTube) or enjoying a hotel room (Instagram). Brands and companies post the content the influencers create on their own social media platforms.

At NATA PR, we distinguish influencers – who we have categorized – from journalists, even though some of them have real influence on social media and the Internet.

Below you will find the most common categories, as defined in articles by Bertrand Bathelot on the website www.définitions-marketing.com.

DEFINITION

In a marketing context, and in its broadest sense, an influencer is an individual who, by his or her status, position, or media exposure, can influence consumer behaviours in a given universe.