On a somewhat dreary day (outside) in PR class we were graced with Lori Merricks, the Account Director at Luckie and CO, here in Birmingham, Alabama.
Luckie was started in 1953 by Robert Luckie who passed away 4 years ago.
It houses 122 employees total.
5th Ranked AD agency in the United States; 9th ranked Home and Garden; 22nd ranked Travel; and 40th ranked Food.
Stuff Luckie does well:
Interactive/ New Media
Media Planning/ Buying
Lori was to the point and blunt about how she and Luckie go about their business. She explained that there are 3 elements in PR, which are, BRAND MARKETING, BRAND PROTECTION, and BRAND ALLIANCE.
A few things about Brand Marketing:
- Delivers message clearly
- Confirms your credibility
- Motivates the buyer
- Concretes user loyalty
- Emotionally connected
- Crisis Management- Smoldering Crisis and Sudden Crisis
- Internet reputation management
- Co-Brands- Ex: Tide with Bounty
- Brand Licenses- McDonald’s Happy Meals– Shrek
- Cross Marketing- Bandaid and Neosporin- Two products that make sense together
The biggest PR idea that stuck with me after our session with Lori was that PR is a dialogue, not a monologue. PR has to have abundant interaction to always give the consumer what it desires.