Digital Marketing

From Farm to Fork, Thanks to Technology

Farm to fork… heritage… organic… these buzz words have been hitting the grocery store shelves in force for years now. Along with this trend, there is a growing desire to understand more about where our food comes from. According to the 2016 Nielsen Global Ingredient and Dining-Out Trends Report:

  • Consumers are adopting a back-to-basics mind-set, focusing on simple ingredients and fewer processed foods. More than half of consumers say they’re avoiding artificial ingredients, hormones or antibiotics, genetically modified organisms (GMOs) and bisphenol A (BPA).
  • Seventy-three percent agree that they feel more positively about companies that are transparent about where and how products were made, raised or grown.

A few innovative companies are tapping into this desire to give consumers exactly what they want. That’s great PR from the ground up. Check out what these three trend-setters are doing:

  • SVO’s Farmer Focus Chicken – This chicken has a Farm ID on every single pack. Head to their website, and enter the Farm ID to see the exact farm your chicken came from. Now THAT is farm to fork. The fast-growing


Move Over Digital Health

The future of health care is not a device or a drug yet to be discovered. As the market for digital health technology continues to expand, trailblazing hospitals are preparing for digital medicine instead. Here are a few of the latest ways digital health is changing.

Demand for new positions

The health care industry’s shift toward electronic health records has spiked demand for new positions and teams. Many progressive hospitals are building clinical innovation teams called upon to apply the same rigor of evidence-based health care principles to digital medicine. That means doing no harm, delivering effective and patient-centered care, and doing so in a timely and efficient manner while incorporating digital tools and capabilities. Other hospitals are hiring nurse informaticists, a role that combines a nurse’s traditional skill set with expertise in systems, analysis and design. Why? Because engineers and IT professionals just don’t have the clinical expertise to introduce and manage these systems, not to mention prevent potentially life-threatening technical errors. The future of health care will be counting on these staff members to actively test data to make sure accuracy and transmission between devices and systems is working properly.

PR Industry Trends

Defying tradition with summertime booze

It’s the summer solstice, and even though you’ve most likely already been enjoying summer Fridays, today is the official start of everyone’s favorite season.

And, fortunately, with the warmer weather comes outdoor imbibing. Though enjoying tipples while seated in a bar indoors with friends makes for a great evening, there’s something about boozin’ on a patio under the summer sun that makes this season the best.

Since the masses tend to gravitate towards a few specific types of beverages for the season (myself included), I had a very hipster thought: what are some alternatives? What’s the road less traveled when it comes to warm-weather booze? (Yes, I did just sort-of quote Robert Frost).

Here are some thoughts:

Corona and Lime? How about…

Flying Dog Numero Uno Agave Cerveza. Yes, it’s a bit more of a mouthful than saying “Can I get a Corona,” but a great option for easy-drinking with a bit of lime zest, agave, and a crisp finish.

Dry White Wines? Open up a bottle of….

Dry white Bordeaux (client). Usually, a chilled glass of Sauvignon Blanc from New Zealand or Vinho Verde from Portugal is right up

PR Industry Trends

4 Social Media Shake-aways

Recently, I attended The Social Shake-Up Show. I was among nearly 600 social media, public relations, marketing and communications pros in attendance. It was a whirlwind two days packed with networking and presentations, but I left with some new friends, a love for Atlanta and four social media Shake-aways.

1.  Authentic Storytelling

Shawn “Shonduras” McBride kicked-off the show by sharing his own social media journey and the career he built out of creativity, collaboration, positivity – and a whole lot of trial and error – to become a successful Snapchat pioneer. He reminded us that your audience is helping you build the story and community together. Don’t tell them what to do but “work smarter, not harder” to find a reason for your followers to move from one platform to another.

Although most brand managers may describe themselves as storytellers, Renegade Founder and CEO, Drew Neisser, cautioned against a few common pitfalls and to bear in mind: We’re not the hero. We’re the sage. He took us back to the basics of storytelling – and the art of creating an emotional connection – which you can’t do without conflict.

PR Industry Trends

Famous folks, beautiful bloggers, and Coppertone

Last month, the Padilla team spent a weekend in Miami soaking up the sun(screen) while coordinating the Simply Stylist Coppertone pop-up event, which featured the brand’s latest product, Coppertone Whipped, as star of the show alongside celebrity influencers. Over seven years in the making, Whipped is an entirely new form of sunscreen.

Top beauty influencers, local media and consumers attended the event at the Eden Roc Hotel, where they participated in interactive conversations about suncare, sampled the product, and, of course, Instagrammed like there was no tomorrow.

A quick synopsis: The event began on the Eden Roc Spa Terrace with an exclusive influencer brunch and panel session to discuss beauty, skincare and the importance of everyday sun protection. The panel conversation was moderated by top-tier influencer and former Bachelorette, Ali Fedotowsky-Manno and included Olympian Nastia Liukin, InStyle editor Marianne Mychaskiw, Dermatologist and Consultant to Coppertone Dr. Elizabeth Hale and Simply Stylist Founder Sarah Boyd. Following the brunch, influencers and invited guests experienced a variety of beauty-based brand activations at the Eden Roc Spa Garden.

Since the pop-up event was a huge sun-kissed success, I wanted

Digital Marketing

The Rise of Digital Products

The author of this Buzz Bin post, Joel Erb, is founder of INM United. Padilla acquired the digital strategy and development firm based in Richmond, Virginia. (From left to right: Joel Erb, Adam Hake, Nishiki Liu, Paul Venuto, Luke Stoutenburg, Matt Crom. Photo by Lee Khleang/Padilla. )

Over the past 19 years that I’ve been in the digital arena at INM United, much has changed. We’ve moved from internet access available by way of “dial-up” modems, to constant access through a device as small as a Pop-Tart in our pockets. With this advancement, so have the demands on how brands harness technology both internally and externally changed.

The corporate website is most certainly still a critical way to engage with our stakeholders. However, with so many “off-the-shelf” solutions available to brands, the role of the digital agency has evolved. It’s shifted to how we can leverage technology to solve complex business problems and how we use technology as not just a marketing tool, but as a critical part of a brand’s success.

Digital products are now an essential part of the technology “toolbox” that must be considered. What is a digital product? They…

PR Industry Trends

How Instagram Influences the Food and Restaurant Industry

Last week, I was out for brunch with my parents. Upon a gorgeous, steaming-hot goat cheese-filled egg white omelet arriving in front of me, I whipped out my phone, stood on my chair and snapped about 10 different photos—all from different angles—praying one was perfect enough to post on my Instagram.

My mom, obviously (and understandably) embarrassed, leaned over to me and said, “Maybe you shouldn’t do that; you’re making a scene.” She was right—I was making a scene, but I’m also a millennial, and that’s what millennials do. Our skill: making you desire what we’re having.

Yes, it’s now a prerequisite to take photos—or videos—or Boomerangs of your meals or drinks and post them on Instagram, or other social channels – and this need is influencing the ever-evolving food and restaurant industry.

What to Eat and Where to Eat

Not only are we using the photo-sharing social network to document what we’re eating, we’re using it to decide where to eat too. According to research conducted by the restaurant chain Zizzi in the United Kingdom— as referenced in Rachel Hosie’s article in The Independent, “How Instagram Has


Three ideas to “fun up” your workplace culture

via quickmeme

In two weeks, we officially welcome summer (whether your local weather agrees or not). These next couple of months usually bring an increase in tans, relaxed faces and vacation stories to the office. And despite all the empty desks, there’s a renewed energy swirling around the halls. A lot of fun things take place in our personal lives over the Summer – why shouldn’t your employees experience the same in their professional lives? No matter your business or industry, I’m confident your workplace culture could stand even just a teeny bit of an upgrade in the Fun Department. I get that it’s a job and you’re paying people to be there and well, work… but what about infusing some fun experiences into your employees’ work lives, too? Give them joy beyond the paycheck.


Spoiler alert: By doing something above and beyond for them, you’re getting something in return. When employees encounter positive experiences at work, they feel appreciated and valued – and perhaps even compelled to share the story with family and friends. You’ve now enhanced your workplace culture with the bonus…

PR Industry Trends

How to Earn Media

Co-authored by Matt Sullivan.

It should come as no surprise that today’s media landscape is far different than it was in the not-so-distant past. Consider this, Pew’s State of the News Media 2016 highlighted the fact that newspapers employ 20,000 fewer professionals today than 20 years ago. At the same time, Americans’ consumption of news media is way up. Nielsen’s Total Audience Report: Q4 2016 found that news consumption per week across TV, radio and digital sources increased by 11.3 billion minutes in 2016 compared to 2015 – thus adding considerable demand-side pressure to already stretched newsrooms.

To take just one example, The Atlantic reports that the New York Times publishes about 230 pieces of content daily – a 35 percent increase from a decade ago. At the time of The Atlantic article, Times’ Executive Editor Dean Baquet said, “I’ve made it very clear the newsroom has to be somewhat smaller.” The point here is clear: Journalists must do more with less.

Journalists, stretched as they are, turn to outside subject-matter experts (SMEs) and third-party data and insights to substantiate – and…


What is an Emoji Strategy and How to Build One

Whether you can’t finish an online conversation without at least one emoji, or you find emojis to be a total nuisance, these little pictures can be worth a thousand words. In fact, there are now 2,666 distinct emoji icons (talk about #options), and nearly 92 percent of online consumers now use emojis on a regular basis.

But how and why should your brand use them? And how should they factor into an overall social media strategy? It’s never a one-size-fits-all solution, but this quick guide to emojis will get you started developing a strategy for using them and using them smartly.

The first thing I’ll say is that while emojis can and should be used in a variety of ways, you need to make sure they fit into your brand voice and (most importantly) you need to  make sure you fully understand the context behind what some emojis mean. Ready to cringe? Here are some brand fails you can laugh at and learn from. One of my favorites was this Chevy press release created…