As an Associate Vice President, Ray provides Fahlgren Mortine clients with a mixture of marketing communication leadership including communication strategy, media and community relations, brand management, event planning, writing and research. Ray leads the Elmer's Products and McDonald's accounts. His efforts have garnered multiple awards and media placements in both consumer and trade media outlets nationwide. He is a member of the Public Relations Society of America and a Cum Laude graduate from the University of Dayton.
Posts by Ray Hancart
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While watching Sesame Street this weekend with my 10-month old daughter, I was amazed at how the show continues to thrive in a world in which we put a premium on the “newest and brightest.” Later this month, Sesame Street will enter its 41st season and the secret to its longevity is in its simplicity—staying [...]
It’s happened and we didn’t even know it. We, as consumers, have started to turn up our noses at the old-fashioned text directions or step-by-step instructions we grew up with – what, no video? And frankly, why shouldn’t we? Improvements in technology (and lowering of video quality expectations) allows us both as consumers and professionals [...]
The presentation went well; the client is ready to move forward with the “new world” social media program you and the team recommended. Everyone works furiously to get the brand’s Facebook fan page built and Twitter handle ready to go. Momentum builds a little, but for some reason the message isn’t getting traction. You’re not [...]
I always smile when people ask me what exactly it is I do at work. Given how difficult it is to explain all that we do (everything from national campaigns to mascot duty), this is a tougher question than for most. So when our new neighbor asked me that just last week, I tried a [...]
Next week starts the MomDot.com-contrived National PR Blackout Challenge. I’ve found myself reflecting on the relationship between PR professionals and “mommy bloggers” – particularly the winding road that leads to this type of blackout or boycott. On a superficial level, the relationship seems too good to be true. PR professionals exist to encourage word-of-mouth conversations and mom [...]
I recently watched The Godfather Trilogy and came away with not only an insane hunger for cannoli but also a reminder of the intangible value of public relations. In Part II, a younger Vito Corleone reassures his brothers with the infamous line of “I’ll make him an offer he can’t refuse.” The more I reflected [...]
The simple truth of business with consumer products, and most other industries, is that market share is always up for grabs. No matter what shape the economy is in, there’s always a competitor waiting to take a sizeable chunk of the market share and shelf space your sales and marketing team has worked so hard [...]
Alex Rodriguez took performance-enhancing drugs from 2001-2003. We know this because either by his own choice, or at the urging of those close to him, he followed a golden rule of crisis communication and tackled the situation with transparency (even if it did lack sincerity). Rodriguez learned from the mistakes of the sports stars that came before him, [...]
January 19th, 2009
Maximizing Consumer Loyalty Programs
As consumers we all belong to loyalty programs.
Most of us do it for the value of discounts on groceries or for helpful information like how to plan a great birthday party. However, for marketers, the value is in the data and how it allows us to more effectively market to consumers in a personal, yet not intrusive, manner. Consumer loyalty programs have [...]
The word used to bring up visions of long, drawn out messaging and creative sessions designed to show cohesiveness throughout different pieces and parts of a marketing plan. Repeat after me: “Everything has to be integrated. The message won’t reach consumers if it isn’t integrated.” It was drilled into our heads until we could repeat [...]