5 Handy PR Tips to Ace Reporter Queries


You’ve chummed the water. You’ve staked out the goat. You’ve greased the trap, baited the hook, and smeared peanut butter on the mousetrap.

In other words, you’ve sent out your pitch or news release. Now what?

What do you do when the phone rings, or the inbox pings or Twitter tweets? That reporter needs details and lots of ‘em. And maybe needs to talk to a Subject Matter Expert (SME) or wants a quote from the CEO.

Here are 5 tips so you don’t get caught flat-footed:

Expect the call. Lots of people in the public relations biz think the job is over when the press release goes out. Maybe you make a follow-up phone call or email. But that’s just the first bean in the burrito. Most reporters will use your release as a starting point, but they’re gonna have lots more questions. So don’t be surprised when they call.

Be prompt (and available). Reporters (like most of us) have deadlines and they’re usually pushing them to the max. Answer the phone. Or email. Or tweet. But get back to them quickly. The curse of the 24-hour news cycle? You’re expected to be accessible during waking hours (and sometimes after). Being accessible via social media can be a big advantage for both you and the reporter.

Be prepared

Get technical. Have relevant information handy – not just the information pertaining to the news release, but basic company information and background. And if you don’t know something, find out and get it to ‘em ASAP.

Be prepared. Have the contact information of your Subject Matter Experts available. Make sure the SME has been briefed. Coordinate between the SME and the reporter. And have a few pithy quotes ready from the SME just in case the reporter and the SME don’t connect. Make images available, hi-res and web-ready, plus video and audio, if relevant. And have a way to get it to who needs it in zippy fashion (reference to speed and compressing files…see what I did there?)

Be friendly. And helpful. And pretty, and witty and wise. Help the reporter get what she needs. PR is a service industry. The better service you provide, the more successful you’ll be. <Ring! Ring!> It’s for you!

For more PR advice and where to plan your next microbrewery tour, call or email Ben Singleton, Ideopia’s director of public relations. 513-947-1444 ext 18.

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Sticky Medical Marketing Ads Earn Ideopia Trio of Readership Awards


Print isn’t a flashy buzzword like marketing automation or native advertising, but in the hands of a great agency, it’s still an ROI monster. A trio of readership awards Ideopia just won for Haag-Streit USA confirms this.

Our new campaigns for Octopus and Tonosafe medical devices were named the top attention-getting ads in three healthcare publications: Review of Optometry, Review of Ophthalmology and Ophthalmic Professional Magazines.

“Excellent ad. I actually did not know these were available and in less than 15 seconds I wanted to order them,” said one doctor about Tonosafe, which helps protect patients from disease.

“Eye catching,” said another, reaffirming the value of bold, fresh work that stands out – especially in medical where EVERYTHING is blue, or draped in white coats.

Show Me the ROI

Curious about how readership studies work? Publishers email readers and ask them to describe and rate ads based on criteria like stopping power, information and believability.

Sure, they aren’t purely objective (what is?), but they’re one of the best ways to measure the effectiveness of print work, hear direct feedback from customers, and see how it stacks up against the competition.

Ideopia’s hybrid marketing can stretch your budget even further and boost ROI by pairing print campaigns with digital and social media.

Visit our portfolio to see what else we’re cooking up.

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Ideopia Wins Medical Marketing Awards

Aster Awards

Ideopia competed with more than 3,000 entrants to win two Gold and two Bronze Medals at the 2014 Aster Awards, which recognize creative accomplishments in medical marketing. And the winners are:

Reliance Medical Products (Mason, OH) — Gold for magazine “Legendary Campaign” for examination chairs

Eyefficient, Inc. (Cleveland Ohio) — Bronze for Eyefficient.com web and mobile sites.

Reichert Technologies (Buffalo, NY) — Gold for “Blink Blog” and email newsletter.

Reichert Technologies – Bronze for magazine “Animal Campaign”

We thank the Asters, the Academy, the Jamaican Bobsled team, and the great clients who work with us as true partners: Steve Juenger, vp of marketing and sales, Haag-Streit USA; and Mark Newkirk in his roles as Director of Global Marketing for Reichert Technologies; and more recently as CEO of Eyefficient, Inc.

See our Aster award winning entries on our WavyBrainy blog.

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9 Reasons to Drink the Marketing Automation Kool-Aid

Marketing automation Kool-Aid

Would you like to reduce the cost of sales, attract more leads and boost revenues? Dumb question. Of course you would. That’s why it’s time to get over the “robots controlling the world” fears, and dive into marketing automation. Now for some motivation:

Cold, hard cash

  1. Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)
  2. 78% of high-performing marketers say that marketing automation software is responsible for improving revenue contribution. (Source: Position2)

More sales. Lower cost.

  1. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research via Pardot)
  2. Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (via Captera)
  3. Lead nurturing reduces the percentage of marketing-generated leads ignored by sales (from as high as 80% to as low as 25%).
  4. The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. (via Captera)

Blindside the competition

  1. Marketing automation software only has 3% adoption in non-tech companies. (via Captera)
  2. 63% of companies that are outgrowing their competitors use marketing automation software. (via Captera)

Ideopia can help

  1. 64% of CMOs have no process, or an informal process, to manage their marketing automation. (The Annuitas Group)
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The Sparkler Cocktail: Celebrate Your Brand


Were you Made in America? Then it’s time to celebrate


brand. Make every day the Fourth of July and rock your taste buds with the patriotic boom of vodka, Pop Rocks candy and fresh fruit. For youngsters, hold the liquor and serve a Virgin Sparkler.

  • 4 oz. lemon lime soda
  • 2 oz. blueberry-flavored vodka
  • Handful fresh strawberries and blueberries (see the theme here?)
  • 1 tbsp. grenadine
  • Garnish rim with 1 package crushed Pop Rocks (red or blue, of course)
  • Serve over ice
  • Tweet Ideopia, or post all drunken selfies on our Facebook

Get the full recipe here. It sure beats the chintzy local fireworks show.

See all of our drink recipes here.

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Berry, Berry Creative Ideas from Daiquiris


We’ve long been proponents of drinking to enhance creative work, but now Science Daily informs us that berries spur the imagination as well. Yippee! To celebrate, we’re whipping them together in a drink you know as a Strawberry Daiquiri. Bottoms up!


  • Ice cubes
  • 2 parts light rum
  • 1 part Triple Sec
  • 1 part fresh strawberries, tops trimmed off
  • Lime juice, as needed
  • Lime wedges
  • Sugar


Puree ice cubes, light rum, Triple Sec, fresh strawberries and lime juice. Rub a lime on the outside of the glass. Roll the glass in sugar (your call). Garnish with a lime wedge.

See all of our drink recipes here.

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The Easy Squeezy Branding Beerita


  • 1 (12 fluid once) can frozen limeade concentrate
  • 12 fluid ounces tequila
  • 12 fluid ounces of water
  • 12 fluid ounces of beer
  • Ice
  • 1 lime, cut into wedges

Use beer and join the fight to eradicate frilly fluorescent green margaritas. And for once, we recommend


using craft beer, because it has flavor, and that could mess up the tequila. Use the limeade can to measure the ingredients. Adjust with extra water if the mixture seems too sweet. Or add more tequila. Strain the pulp, unless, you’re really into pulp.

See all of our drink recipes here. Meanwhile, have you noticed how your marketing sings through these Beerita Goggles?

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Dano’s quickie hard bounce email cider


Ouch! Rejected at the mailbox again? This drink is the perfect mix of Mother Nature and cider to contemplate the email marketing mayhem.

Check your SPAM score and have another one.

  • Chop up 4-5 apples, slam them through your blender or juicer
  • Strain out any pulp if you care about that kind of thing
  • Throw in a shot or two of vodka per 8 pounces of juice
  • Drink

See all of our drink recipes here.


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The Five Commandments of Beer Marketing

Your beer packaging could look like this!

Your beer packaging could look like this!

In between trips to rehab, the beer group at Ideopia has been searching for the ultimate beer client. To fully establish ourselves as thought leaders in the field, we have created the Five Commandments of Beer Marketing: a guaranteed recipe for selling even the worst swill.

1. Carefully pick a name  like “Madtree’s Psycopathy,” “Skull Splitter” and “Rogue’s Dead Man Ale” that zero in on the benefits of your brew. When in doubt, use this time-tested formula [MOTHER’S NAME] + [WORD ASSOCIATED WITH DEATH OR NEAR DEATH]. For example, “Betty’s Woodchopper Pilsner.” Then turn it into a cool bar call, like “Gimme another Bad Betty!”

2. Packaging. The bigger the brewery, the more handmade (trashier) you should make your package look. Reliable standbys include monsters, vikings, maidens, skeletons, ninjas and skulls. Use a sheaf of wheat at your own risk.

3. Don’t forget tons of social media links, and a clever story about your first batch. We’re all about building communities, because that’s where the parties are.

4. By the way, nobody drinks a 12-ounce beer anymore. Not even hipsters. Think cans, and supersize from 22 or 32 ounce to mini keg. Encourage more sloshing at a single sitting, and lower your packaging costs per ounce.

5. Marketing: While your beer has that homey, slightly illegal look, you need to back it up with heavy data mining, and a serious marketing automation system. Goals: Identify heavy users and deliver coupons to them before they run dry. Use social media. And start a conversation by posting their drunken selfies, twerking and breakup pics. (Got one? post it to our Facebook page.)

Pricing: Craft beers should be priced at least 150% more than the common crap beers. That’s how consumers know it’s good. For you big batchers, the general rule is 100% over cost plus the percentage of alcohol.


Remember the Five Commandments of Beer Marketing, and you can sell just about any rotgut that comes out of your basement.

If you need additional help with your beer marketing, though that’s highly unlikely, give Susan Abramovitz a call at 513-947-1444 x10. Planning a tasting? We’d love to come.

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Custom Emoji’s Add Depth to Brands

You know what emoji’s are : They’re the  little, sometimes annoying smiley faces used to punctuate email and social media posts. Their purpose is to clarify the tone of what’s said or to  extend it’s meaning. We believe that custom emoji’s or a set of custom emoji’s will serve a similar purpose for brands.

Logos anchor brand identity over long-spans of time, while custom emoji’s might come and go. A simple example would be a green brand using a tree to along with its logo symbolize environmental consciousness . We’re excited about the  possibilities. So take a look at a giant version of Ideopia’s emoji and see what you think. Quick translation: eye represents our singular vision of creativity, the clouds are ideas while the many hands reflect our hybrid approach. Tell us  what you think? Have tried anything similar? Feel free to post.

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