Archive for February 2012
Welt Branding interviewed Adam Booher, Account Executive at Business Wire. Adam is Welt’s point-of-contact at the company and has been a tremendous help in projects and gathering of information. The amazing experience we’ve had working with Adam sparked a question: how do the expertise and quality of an organization’s employees help their clients?
Q: What exactly is Business Wire?
A: Business Wire delivers search-optimized press releases, multimedia, and regulatory filings to worldwide media, investment professionals, consumer websites and opinion leaders via a patented delivery network, enabling communications professionals to target content to industry segments, geography, and audience demographic.
Q: What is your role at Business Wire?
A: My role with Business Wire is to consult organizations on our services to help communications and investor relation professionals to attain their goals. I try to accomplish this by positioning myself as a resource to my clients. If there is a local event or webinar that I know they would be interested in, I make sure they know about it. Additionally, I do my best to stay informed of trends within the industry. There is so much going on with social media, search, mobile devices, etc. that it is nearly impossible for my clients to follow it all. The more I know, the more I can help them and that is an advantage I can provide.
Q: How does Business Wire stay relevant in an era when print news demand has declined?
A: Business Wire has a history of innovation and for being a ‘first-mover’ within the industry. In 1995, we were the first newswire service to launch a commercial website. In 2006, we received a U.S. patent for our proprietary NX News Delivery system. Today, Business Wire formats and provides analysis tools to maximize Search Engine Optimization (SEO), audience measurement analytics and social media distribution of our clients’ news.
One of the great examples of this was when news broke of the death of Steve Jobs. Business Wire ran press releases from Apple and the family of Jobs, and within seconds Twitter had exploded with tweets about Steve Jobs. This resulted in a surge of traffic to Business Wire’s website and is a great example of how new and traditional communications platforms compliment one another.
Superbowl Sunday is watched just as much for the game as it is for the commercials. Getting a spot on the commercial is pricey, at a whopping $3.5 million bucks for a 30 second spot. But, is the price is worth it? Well, each year the commercials not only receive millions and millions of live impressions, but also stream virally on YouTube and are shared on other social media platforms. Blogs compare, experts rate, consumers comment, we all watch. An example? In 2000, when Anheuser-Busch aired their now iconic “Wassup” commercial, “Wassup” was adopted into American vocabulary after it aired. From commercial on the Super Bowl, into Merriam Websters. That’s impact.
This year, Welt noticed that, more than usual, Super Bowl commercials are being previewed before the big game. As of February 1, fourteen brands, including the ever so anticipated Volkswagen, had launched the commercials. But why? Anticipation makes the commercials all that more exciting. Continue reading »