So you do PR, but not really?????????
Forty Weeks is known best for our ground-breaking strategy. And with strategy comes tactics. And yes, yes – media placement (as well as celebrity seeding, “Momfiltration”, philanthropic partnerships, retail promotions, influencer outreach, etc.) is one of a long list of tools we employ along the way. We get that this is not what everyone else does. In fact, no one else does what we do with the level of experience, insight and industry connections that our incredible team (NY, LA and DC) does. Plus we absolutely adore doing what we do (this is obvious!). And this may just be why we are still doing it ten years in!!!
Lately, we have been getting a great deal of calls to help our friends and clients as an adjunct to their traditional PR efforts. Meaning, while they may still desire some decent amount of media hits, they realize that now is the time to evaluate and asses the state of their brands (and expenses too!!!). And while this central, strategic role is nothing new for Forty Weeks, we have noticed that as the economy is shifting, our role as a strategic advisor becomes more an more critical to the survival of brands (and the comfort of those at the helm).
We have been as of late leading more and more strategy sessions with our clients. In these one or two day summits, we come in and spend very concentrated, focused time on individual brands. Our analysis of brands is nothing groundbreaking (we work with a traditional SWOT model which we have modified to be more lifestyle and psychographically targeted in the data we cull and react to). And our summary process hones in on distribution, philanthropic partnerships, alliances, extensions and other aspects of immediate growth and brand clarity (as well as exit strategies). We keep the notion of running a lean and profitable organization, while at the same time establishing and maintainng strong positioning at the forefront of our process.
Does it work? Well, here is an example of how we did what we do (and a peak at the results as well)…want to know more – ask us (or better yet, the client!!!!!!)…
Over the past 18 months, we were fortunate enough to have spent a great deal of time and energy working with our client, desinger and friend (and soon to be MAMA!!!) Jennie Lynn Johanson on the expansion of her brand – The Bumble Collection. I would say we are as proud as can be with the results! The reality and profitability of her brand has shifted dramatically. With our help she was able to identify her true brand positioning and manufacture and distribute according to a very specific road-map we developed. The Bumble Collection (formerly Bumble Bags) now features three distinct lines. In addition to Buzz (an amazingly adorable and affordable bag), The Bumble collection now features a top of the line offering called Honey. Talk about a sweet outcome! Celebrity Baby Blog reviewed the bag and like so many who have seen the bag (the reception at ABC was incredible), loved it!
