Product Promotion and Crisis Management

FOR IMMEDIATE RELEASE
new york city, New York, United States of America (Free-Press-Release.com) January 17, 2012 -- Speaking Channel TV’s PR talk show Inside Communications with Mike Bako has released its latest interview with Julia Labaton, President and Owner of Red PR, LLC. Ms. Labaton discussed her campaign for CND’s widely popular Shellac Power Polish, which was so successful it nearly turned into a crisis. Through her experience with the campaign she talks about what to do when the product is so popular that there is so much demand for so little supply.

Comparing the Shellac campaign to “the launch of the iPad”, Labaton explained that the high-demand for the product was in large part due to the abundant media exposure (its mention in the Yahoo! homepage resulted in the website shutdown for a time). To solve the crisis she had top nail professionals working for CND contact consumers directly through Facebook and other popular social networking sites, and even having the co-founder of CND personally contacting consumers, to apologize and assure them that the problem will be fixed.
Labaton also explains how the Shellac campaign was so successful to begin with. She illustrated the importance of finding key influencers that would introduce the product to a larger audience. By going beyond the tried-and-true celebrity spokesperson or the traditional media journalist to find influencers, she reached out to industry professionals relative to the product. These included nail technicians for Shellac’s campaign and social media-savvy communicators, like fashion minded bloggers, who have an influential voice and a very loyal following.

So how did the social media tactic improve the campaign and how did Labaton and CND help keep the consumers interested in the product after its launch? Find out by clicking here.

http://www.youtube.com/watch?v=m7d8-nxUVBY

About Red PR:

Red PR is a boutique communications firm that specializes in beauty, fashion, and lifestyle brands. Established in 2000, Red PR is known for combining publicity with a strategy specifically tailored to meet a client’s business goals. The agency is recognized for their dedicated client service, long standing media relationships, intelligent brand strategies, and award-winning results. Their clients range from entrepreneurial startups to global industry leaders. Their specialties include media relations, media training, and event planning. You can find more information about Red PR at their website: www.red-pr.com . You can also follow them on Twitter: @REDPRnyc.

About Speaking Channel:
The Speaking Channel is the home for all things speaking. The Speaking Channel's newest show Inside Communications invites industry pros to take viewers “inside” the strategies and tactics used to develop campaigns that both meet their client’s objectives and exceed their expectations. To be a guest on Inside Communications, please e-mail producer@speakingchannel.tv.

inside communications     Julia Lapaton     mike bako