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Mallory and BiancaSocial Interaction Experts
- 22 and 26
- New York
- Known for:
- Being small (and fiercely loyal to our clients, past and present.)
About Mallory and BiancaBefore joining forces to form super group, Small Girls PR, what were each of you doing?
- Unknown for:
- Being the best dancers in the room. Until we start dancing. Then you know.
Mallory: Brand consulting & Research asst. at whY-Q Inc?
Bianca: PR/Media Director at (Cure Thrift Shop)
We decided to join forces after Mallory came in to do a video with Bianca at Cure and it did really well.
So you girls promote social interaction online -- what platforms have you found to be the most useful?
While we use a variety of platforms with each of our clients, we're really strong advocates of Tumblr. It gives you the ability to easily convey a brand's personality and extracurricular interests in a non-invasive way, sharing them with the community and getting their feedback. Brands can creatively interact with their customers and fans while also giving them a behind-the-scenes look into the company, which effectively humanizes them and makes them relate-able. It's an honest look.
That's not to say the more common brand attentions towards Facebook or Twitter are unmerited. With our client, Charmco, for example- we've found that one image announcing a new vintage charm they found might only yield several notes on Tumblr, while the same image contends comments going back and forth for days on Facebook. While there's some overlap, for the most part, it's two different fan bases and they have to be tended to accordingly.
What PR and marketing tactics do you feel are old school/out dated and should no longer be used?
It's not that we think traditional PR tactics shouldn't be used now, but we very strongly believe they should be used in conjunction with new media strategies and adoption of social networks. The conversation can't be one-way anymore- brands have to connect with their consumers on a personal level to prove memorable in the marketplace.
Our client Katherine Kwei works with us to manage her social media and online presence and also works with a traditional PR company who handles print press and celeb endorsements.
We live in a very digital age and "selling" an idea to someone is getting ever more difficult -- what are some tips you would give companies out there looking to survive?
Social media can be thought of as customer service on crack, as well as your quickest route to product improvement. When we worked with Spot Dessert Bar, our ask box would be flooded with shipping inquiries from all over the country- people who never would have otherwise had access to Spot developed emotional ties to the blog and wanted to experience Spot for themselves even if they couldn't in-store. Spot eventually started to create custom cookie tins for shipping and opened up a new market they might not have been able to enter before (since we created the demand by sharing Spot's story and menu with a wider audience.)
As PR mavens, who do you look up to when it comes to people/companies doing PR well?
Bianca: Kelly Cutrone and Gary Vaynerchuk. Kelly's story of how she built her PR company is amazing to me. She's just such a real person, someone so embedded in the NY scene, who's had her ups and downs in the social world and has really made it for herself and now sharing her wisdom to the PR girls of the world. Her direct, no-nonsense, and tough approach on business is one I admire greatly. Gary Vaynerchuk is incredible. His enthusiasm, energy, and smarts when it comes to social media is really inspiring. He just gets the whole building relationships vs. selling thing, which not many people in marketing or PR do... even when they say so. Heart him 4evr.
Mallory: @BarbieStyle - Attention PR is on top of their game with Barbie right now. They took a digital campaign and turned it into a game that they projected onto the physical world, complete with branded "game pieces" (ie. break-up chocolates sold at Dylan's Candy Store and custom cupcakes sold at Magnolia's) and billboards bought "by Ken" asking Barbie to take him back. It was exciting for me as a fan to follow @BarbieStyle's tweets and four-square check-ins (on dates with Ken, of course) as well as find the real-world clues along the way, all leading up to their ultimate make-up on Valentine's Day.
In your opinion, what do you think the best pet for a NYC'er to have is?
Bianca: a snake
Mallory: I used to own 10 newts when I was younger (and living in NYC) so I supposed the best pet for a NYC'er to have is 10 newts. You heard it here first.
What's the coolest project you've gotten to work on to date?
The 30 days of dresses project for online prom dress retailer Tiza.com, in which each of us wears a different prom dress every day for 30 days. It's also the only project to date in which the company didn't approach us first looking for a proposal. We came up with the idea, reached out to the company, pitched them, and made it happen. It's got that "if you dream it, you can do it" ring to it. We've gotten, by far, the most attention for this individual project as well. At this point it's been featured on Glamour, The Gloss, and Styleite- all sites that otherwise never would have known about Tiza. Not too shabby for an idea that came about after browsing through prom dresses online.
Is there any particular brand that you consider to be a "dream brand" that you'd love to work with?
Nine Inch Nails... or Trent Reznor. Oh wait, I thought this question was "do you have a dream band that you'd love to marry". My answer still stands.
Mallory: Disney. I'd love to tweet as each individual Disney Princess and invent the things they'd @reply each other as well as their fans. Bianca and I both gravitate towards the youthful and fantastical, so it'd be a great fit for us.
What was the last song that was stuck in your head?
Bianca: The Glitch Mob- Drink the Sea Part 2 Mixtape. I listen to it when I want to get focused and get some work done, and it just gets stuck in my head the rest of the day.
Mallory: Robyn's "Dancing On my Own"Favorite Quote"Does the word duh mean anything to you?"– Kristy Swanson as Buffy in the Original Buffy the Vampire Slayer Movie