by Cassandra Bianco (@cnbianco)

Shaquille O’Neal announced Monday he is launching his own line of vodka — “Luv Shaq.” The former NBA star plans to launch in 2013 with a sugar- and gluten-free coconut flavored wallop.

And who will have the privilege for this new product PR launch? CRT/tanaka would like to power forward as the No.1 contender. Here are the top 10 reasons why we should get picked:

10. We may or may not have top secret competitor info. One of us jetsetted with rapper [retracted] in [region retracted] France to help him pick out his poison.

9. People will know your coconut vodka is way cooler than Bethenny Frankel’s coconut vodka.

8. We throw awesome parties. (Our office parties are great too, the tree trimming party last week involved homemade spiced rum cider.)

7. This gluten-free vodka will enjoy similar press coverage to our other gluten-free client, maple syrup from Canada, featured in Forbes, TIME and Perez Hilton.

6. Unlike snooty bartenders, we believe vodka is far from being the Lord Voldemort of liquor.

5. Our New York office features a living room, a meditation room and a lunch room decked out with a test kitchen. We promise you will feel right at home, and we make better Shaqaroni and Cheese than yo mama.

4. We are fun. Here is a picture of our press friends after a wine battle in Spain. That’s right. They got to shoot water guns full of wine at each other.

3. We represent a variety of food and wine regions, and will host a personal pairing seminar. Specifically, we would like you to try a Rioja Crianza that pairs magnificently with the Shaqaroni and Cheese.

2. We just got off the phone with Danny Meyer at Shake Shack. They have requested rights to the Luv Shaq Milkshake for the Shake Shack menu. (Steak and Shake did not return our call.)

1. Well, because Shaq, we will hacky sack the competition. (We know) we got skillz.

By Cassandra Bianco (@cnbianco)

80% of learning occurs visually. Yet, well-directed educational videos are still hard to come by from brands. In PR we need to create video in addition to media relations in telling our stories. Visual content is as important as reading articles for our audiences. As far as bottom-line justification, Jason Poulos has pointed how why video content is crucial for SEO.

At New York City bars it is unnerving paying $12 to $18 for a cocktail, then by the second sip it becomes a slushy. Nothing is more yucky than an $18-slushy.

However, there is terrific talent brewing in the industry, beginning with Micah Melton and Charles Joly at The Aviary. The excellent cinematography from filmmaker Christian Seel reveals how these bartenders “cook” their cocktails in this inspiring ice program. These Chicago guys are cooler than cool, they are ICE COLD.

Like any experience, they know that the more senses you can hit on, the more memorable an experience it will be. I hope you enjoy watching as I have, cheers.

By Cassandra Bianco (@cnbianco)

Media relations is a lot like dating. During early conversations of romance, too much contact simmers the sizzle. So why would you reach out to someone, then slam them with a pitch? Which, in fact, is not reaching out, at all. It comes off unnatural, insensitive and forced. When you think about it, cold pitches are basically one-night stands.

I chatted with a few food and beverage buds, who were more than happy to set the record straight. The key pitching takeaways were (1) don’t ever call—pretty much, ever. And (2) don’t “pitch” per se, just include useful information and tips without a gimmicky story idea. Exclusives have a much better response rate than spam. It’s important to be respectful, resourceful and genuine.

Here is a collection of tips from writers Lauren Bloomberg, Angel Antin, and Amy Cao, and from editors Jenny Miller (Grub Street/New York Magazine,) Maggie Hoffman (Serious Eats), Andrea Bartz (Whole Living), and Jacqueline Wasilczyk (Zagat.com).

MEDIA RELATIONS DO’S

• Do understand what types of stories each media outlet is looking for, and what an editor’s needs are. You will immediately lose the writer’s trust if you don’t tailor your pitch.
• Do send products along, if the publication doesn’t have a policy against accepting gifts. Staff will happily bust open those samples, and if they really like them, the product will score a placement.
• Do meet up with media. I spoke to an editor once who told me he never responded to pitches, unless he knew the PR person. I prefer to take an organic approach and attend as many industry events as possible. Make sure to be networking, not “working.” I’ve heard of PR folks getting blacklisted from gatherings because they were always “on.” Remember, you need to prove that you are a resource to journalists. This is earned, not granted.
• Do offer exclusives that reflect the publication’s need.
• Do email instead of call. It is never a good time to listen to a pitch over the phone. But, do feel free to call a publication’s main number to find out who your best contact might be.
• Do keep emails brief. And writers love it when you mention how you came across their article, whether that’s through a friend or via Twitter. Demonstrating that you’re genuinely interested and sharing at least one authentic reason for working together will go a long way.
• Do go through connections if you have them—you will get a better response rate.
• Do include the date on every single document you create. Nothing is more frustrating than reading about the rollout of a new product, only to find it happened eight months ago.
• Do let a writer know if you’re pitching his or her editor. If your pitch catches the writer’s attention, and they turn it in to their editor—who heard about it from you two weeks ago and told you no—then you have just turned a potential contact into a seriously unhappy camper.
• Do consider the types of sources the outlet requires. Never assume a news outlet accepts PR pros as spokespeople.
• Do understand a journalist’s obsession with accurate reporting, especially in wine world. Angel Antin elaborated further on this:

Misspellings of crème brûlée keep me awake at night. I write a great deal about the wine industry, and thus have to deal with all those pesky accents on imported wines. I’m indebted to a PR pro who conveys a wine’s correct spelling (with accents), vintage and suggested retail price to me faster than I can spell Gewürztraminer. And I can spell it really, really fast. 

MEDIA RELATIONS DON’TS

• Don’t make the pitch TOO specific.
• Don’t send images unless they’re asked for.
• Don’t send packages without checking in first—addresses change and editorial calendars change, too.
• Don’t contact media via Twitter. It makes the message receiver feel like they’re being attacked from all sides. Follow-up emails, however, are encouraged. That shows that you are persistent and shows that you’re not just the recipient of a mass email. Do, however, use Twitter as a relationship building tool.
• Don’t include large attachments, period. Top-tier media receive 500(!) emails per day, most of which are pitches.
• Don’t suggest a quick meeting before giving info—most journalists are too busy and would prefer all the information up front.
• Don’t be afraid to email and ask a quick question such as, “what types of stories do you look for?”
• Don’t pitch made up holidays like “hamburger week.” Your press release will be forwarded to colleagues, and you will be mocked.
• Don’t target the same person more than about three times. If they don’t respond, they’re probably not interested. When you don’t hear back, it’s time to move on to a different editor.
• Don’t show up at the writer’s house with a pitch. (True story.)

If you adhere to these tips, you will be a champion.

Last weekend I noshed my way through The Great Googa Mooga. I was looking forward to it all week. I was mostly giddy about seeing Hall & Oates perform (for free)… and knew the weather was going to be glorious.

There has been much discussion of how Googa’s great vision was poorly executed. But as Lauren Bloomberg from The Village Voice points out, if everyone just expected this going in, because it was a first effort, then there wouldn’t be a letdown. Being an event producer, I have a few words to say.

The wine pavilion was pretty dandy. Googa’s great lineup of booze vendors was maybe even comparable to the seamlessly run FOOD & WINE in Aspen. Since participating in Aspen last summer for our Vibrant Rioja client, I will continue to put F&W’s event on a pedestal, until charmed by one that’s better. Is that possible? Probably not. F&W has perfected the run of show and goin’ strong for 30 years.

In addition to flawless organization and securing the industry’s chief talent, there a few other factors as to why F&W’s Aspen Classic is spectacular:

FOOD & WINE Aspen Classic’s Top 5 Aspirational Factors for Food Festival Producers:

· Seriously amazing scenery. It is breathtaking. For real. You look up at mountains from the valley, and you lose breath. For a few years I lived in Provence during my childhood, and Aspen reminded me that when your surroundings are incredible, you can’t help but be happy all-day-long. And in Aspen, you have awesome dreams at night, probably due to lack of oxygen.

· Exclusivity. This is the town’s event of the year, so everyone is (beyond) psyched for it. But, would you pay $1200 a head + travel + hotel? This consumer audience involves a wealthier demographic, that doesn’t frequent F&B industry events on a regular basis.

· Enthusiastic volunteers: they are crazy fit and fun. I have never seen so many healthy, happy people by the hundreds. Oh my lord. And that intense energy is wonderfully infectious.

· Terrific timing: Ski slopes stay open until mid June, and this event marks Aspen’s start of summer. It’s that “last day of class” just can’t wait for it feeling in mass.

· Drinking responsibly is priority. The grand tasting pavilion is not an exhausting 9am-5pm gig for sponsors, but instead two time slots per day. This allows sponsors to recharge and attendees to sober up in between tasting sessions.

In the spirit of Googa-goers not wanting to wait in line for food, I leave you with Hall & Oates “I Can’t Go for That.”

By Cassandra Bianco (@cnbianco)

Totally brilliant concepts. I adore them. This one is tasty.

Last Thursday I hopped over to Chelsea for Kim Crawford’s “Undone” wine event. Guests were only aware of three intriguing elements per the invitation: fashion photographer Miles Aldridge was hosting an “extraordinary photography experience,” Alexandra Richards was spinning, and wine was to be enjoyed. Upon arriving at Cedar Lake studios, we were greeted by dusted gold truffles, elaborate sets of hanging Spanish moss, nymphs and swinging models, wine glass chandeliers, a Rube Goldberg wine machine and celebrity smiles. Although this was all quite glamorous, the thrilling part was finding out was that we were witnessing Kim Crawford’s summer 2012 national ad campaign photo shoot in action. And… guests were selectively swooped in on occasion to model. (Please let me know if you see the below picture of my suited friend Shawn in Harper’s Bazaar.)

I had the pleasure of meeting William Gelner, Executive Creative Director for 180LA, who further elaborated that the wine is an “unconventional brand with a rebellious spirit at its core” epitomized by the New Zealand founders. “It was clear that anything we did needed to embrace the same bold spirit. We took it as a challenge to make sure that every step of the way, we did things in an unconventional manner, and attempt to turn wine marketing on its head.”

As my colleague Rosalie said it last week, this type of experiential marketing is exactly how millennials engage with brands. Well done Kim Crawford.

Pictures provided by Getty Images

By Cassandra Bianco (@cnbianco)

Monday afternoon I attended Return to Terroir, where 77 wineries from Chile to Slovenia to Australia showcased their biodynamic wines. My colleague and I circled the energetic room chatting with winemakers from Corsica, Georgia, France and Italy, and inquired about the vast differences of terroir. It was interesting to find that a number of these vineyards could afford to be sustainable mostly due to the ideal geographic microclimates. But none of the conversations led to how terroir relates to biodynamics, so I decided to look into this further.

In short, biodynamic agriculture is a method of organic farming that emphasizes the holistic development and interrelationships of the soil, plants and animals as a self-sustaining system. Biodynamic farming has much in common with other organic approaches, such as emphasizing the use of manures and composts and excluding of the use of artificial chemicals on soil and plants. I came across Lily-Elaine Hawk Wakawaka’s four fantastic diagrams (two included in this post) that visually help explain the process.

Dana Nigro at Wine Spectator recently reported on the current organic wine debate, which highlights how the U.S. and Europe view organic wine practices differently causing consumer confusion.

Given the trend for all things green, seeing Biodynamic on a label does have a certain caché. But from a marketing perspective, I’m curious to see how the biodynamic movement plays out, and if it will continue to recycle. One thing for certain, organic horticulture practices are here to stay. Marketers, we are now tasked to make a conscious effort in working towards clarifying consumer awareness on what makes products truely organic, for all wine and food products.

by Cassandra Bianco (@cnbianco)

As marketers we must think and create content more like artists. Visual artists have an innate talent to gift beauty. Artists tend to look at the picture as a whole, instead of only seeing the main object of attention (scientific research has proved this.)

This past Monday I attended a Google+ and 2012 Forecast Community Manager Meet Up. The speakers voiced how the No. 1 priority should be to produce rich content for our brands. Behance’s Sarah Rapp, Google+’s Timothy Jordan and Big Fuel’s Michoel Ogince were all advocates of this. Knowing how important this is, I wanted to share a story that recently inspired me, sponsored by a big brand, that beautifully emerges.

UP THERE is a Stella Artois film about the dying craft of hand-painted advertisements, a tradition predating modern advertising. Director Malcolm Murray carefully noticed all important elements needed to create the film—the quiet moments of the paintbrush tapping and swirling the wall, the personal accounts of the artists attesting to the craft’s meaning, and traveling to the necessary vantage points for all on-lookers. I was moved not only by the film’s cinematography and anecdotes, but how the film succeeds in leaving a warm, inspiring impression of Stella that is not promotional…something quite difficult to achieve. Liquor companies and big brands have the luxury to develop stories like this without being hyper promotional, and should keep this in mind when strategizing content.

In the words of Big Spaceship’s Ivan Askwith, we need to stop spreading viruses, and start giving gifts. Brand managers, before you retweet or post a Facebook fan page update for your social communities, reread and make sure the content is educational, entertaining or inspiring. Make it count. Cheers.

UP THERE is based on an original concept by Mother, produced by Mekanism, presented by Stella Artois.

By Cassandra Bianco (@cnbianco)

Champagne. Cava. Prosecco… these are the leading region sparkling wines from France, Spain and Italy. But for most, the bubbly sales just jingle this time of year.

Beverage Media’s current December issue features an excellent state of the market sparkling wine round-up. Key takeaways:

• Champagne remains classic, and in true fashion, classically high priced
• Cava slices its share as the value region
• Prosecco stands as the most innovative, quickly rising to the top in sales. (Also entertained by Lady Gaga, who recently paired Mionetto Prosecco with turkey and waffles for Thanksgiving.)

So I checked in with a couple of wine journalists on their industry thoughts. Kristen Bieler, Senior Editor at Beverage Media, noted Prosecco has managed to break the seasonal curve.

“One interesting thing to me is that while sparkling wines in the U.S. market still really struggle to break out of the October, November, December sales (OND confines,) Prosecco has managed to become a year-round beverage with heavy summer consumption.”

Specifically, the Mionetto brands have proven impressive, which this year alone enjoyed 33 percent rise in sales. Prosecco’s $10-$19 price point positions the region competitively with Champagne, which starts at $30. Women and Millennials are the audience who have most embraced Prosecco’s fruit-driven flavor profile.

I also asked Restaurant Business Magazine’s Tom Strenk, who noted the rise of the Italians, too. He said that virtually every wine region in the world produces a sparkler, and each has its fans. Tom said, “anecdotally, Spanish Cava and Prosecco from the Veneto are both enjoying increasing popularity these days, especially on-premise.” Both of these wines are a good price-value compared to other sparkling wines. He said, “they are perceived by consumers as less of a celebratory sipper and more of fun-occasion quaff.”

By quaffs, he was referring to how Cava and Prosecco are often featured in “Champagne” cocktails. Some restaurants are serving Prosecco on tap, like Graffiato, the Italian-inspired restaurant recently opened in Washington, DC.

When you think of sparkling wine, what comes to mind? For me, the Veuve Clicquot Polo Classic. Prince Harry played in the polo match in 2010. For a brand to align themselves with royalty downright rules.

And so Marketers, while planning your 2012 campaigns, keep in mind this very promising business opportunity. For inspiration, have a look HOLSTEE’S manifesto. Life should be celebrated often, and not just during special occasions. Cheers.

The aromas of blackberry, leather and tobacco tickled the nose hairs of the 25 judges. These sweet smells lingered as did the suspense, which was so thick you could cut it with a corkscrew. Soon the silence broke, and there were sounds of sniffing, swirling, sipping and spittoons shots.  This was not just any blind wine tasting…but Tempranillos al Mundo.

Last week, for the first time ever, the annual Tempranillos al Mundo international wine competition made its debut in the United States, and we were picked to host it. We were equally thrilled when Kevin Zraly accepted as master of ceremonies.

Judged by an expert panel of 25 acclaimed wine sommeliers, winemakers and splendid wine media Tara Thomas and Gregory dal Piaz, more than 400 Tempranillo wines were tasted from around the world. Entries came from the U.S., Spain, Mexico, Greece, Argentina, Australia, France, Italy, Peru, Portugal, Turkey, Thailand and Venezuela. Final results: 54 wines won gold medals and 70 won silver.

Behind the scenes director’s note: this was four days of tabulating scores, translating romance languages, client hosting, entertaining media, vendor patrolling, freelancer supervising, ITing, orchestrating meal and activities, hosting a press conference, and categorizing +900 bottles of wine.

Though testing, it was an empowering experience staging this event, at the (spaceship that is) the Marriott Marquis. It was also pretty special. Hanging out with a dozen winemakers can be a sweet gig.

Marriott Marquis aka Spaceship

Our agency has hosted ground-up 400 person wine events, but those involved +20 agency staff.

This time, we were a nimble team of…three. Teamwork for the event was critical. We were focused problem solvers, but during the juggling act… we enjoyed camaraderie. Working together was reenergizing. This was sweet success.

Left: Julie. Right: Pablo. Awesome teammates.

I’ve come to love New York City for this town’s inherent serendipitous nature.

Recently I watched the above Shatterbox video interview posted on Fast Company with Tammy Tibbetts from She’s the First, a not for profit sponsoring girls education in the developing world, helping them be the first in their families to graduate. In watching the video, I thought, “Wow, this is so inspiring. I want to help.” Two days later I got my whatcanbe wish, and by chance, we met at a friend’s housewarming party. It was surreal.

Next week, more than 80 schools are participating nationwide in this year’s Tie-Dye Cupcake Bake-Off, from New York to Honolulu, and internationally in Australia. She’s the First raises money through empowering millenials to raise money the good-ole fashioned way—bake sales.

I love three main aspects of She’s the First: 1) Teaching millennials entrepreneurial skills, 2) Social media power 3) The clear direct connection of raising money to sponsor a girl.

I’ve really enjoyed helping with the PR efforts, and to further emphasize Tammy’s passion, she is also the Social Media Editor at Seventeen magazine. For today’s post, She’s the First is so social media-driven, that Tammy has answered the interview questions in 140 characters or less.

@CassandraBianco: How did the idea for She’s the First (STF) originally come about?

@TammyTibbetts: We started small—a campaign with @JoJoistheway YouTube video. It was a simple call to action: Gather friends, sponsor a girl. (Video: http://ow.ly/75llB)

How has social media been the key ingredient for STF’s success?

Tweets & FB posts help us connect w/ new volunteers/donors and tell stories about girls we sponsor. We can show our impact 24/7!

How do see social media being integral within the non-profit realm in the future?

Social media is inherent to our #1 value: transparency. It also has enormous potential to connect us w/ with the girls we sponsor worldwide!

How do you envision STF developing as a non-profit?

We’ll scale our campus chapters & launch after-school program & digital pen pal platform – be sustainable, innovative, measure our impact.

How would you describe the audience of your volunteers?

We’re powered by high school/college students…Millennial leaders! And we also have esteemed advisors & board directors who volunteer.

How would you describe the dynamic and mentorship of the advisory team and volunteer culture?

We are very action-oriented, creative minds who think BIG but also break down the steps needed to reach our goals + make it happen.

Who are your role models?

Many! I’ll pick the first person I knew in the world – my mom – and first woman president in Africa, Ellen Johnson Sirleaf, for starters.

What marketing advice do you have for other start-up non-profits?

Listen to your audience – involve them, ask them questions. Be authentic and consistent. Build your brand on good stories, solid stats.

What to you enjoy most about your role?

I love running with creative ideas, working with such a big-hearted team & showing girls worldwide nothing is impossible if I can do this.

What was the turning point in your career?

When I discovered the same skills I was using to help girls have the perfect prom perfect prom could put girls in school worldwide

What about STF is game-changing?

1. Social media sparks; 2. Millennial leadership; 3. Intent on scaling & sustainability; 4. Exploring ways to connect students worldwide.

What inspires you?

Girls who overcome far greater challenges than I have ever or will ever face simply to get inside a primary or secondary school classroom.

What is your vision of success?

More female firsts!

And for all New York City cupcake lovers, be sure to stop by Molly’s Cupcakes next Wednesday evening 11/2 for some tasty tie-dye cupcakes, 100% proceeds will go towards She’s the First. Hope to see you there!

I like trying to conquer my fears. Anything that seems terrifying at first…like, public speaking.

I studied and performed improv in college with Theatre Strike Force, and a few of the fundamentals were some of the greatest lessons learned for business practices and everyday life. We performed “Whose Line Is It Anyway” short-form comedy games, and participated in workshops with Improv Olympic. I remember dreading the mandatory senior year presentation. But our team had been planning all semester, and this was a project I knew very well, so when it came time to presenting I was beyond comfortable with the idea, which was not the case for my classmates. I’d like to share these key learnings, with hopes they too will help your path towards {Borat voice} great success.

Here are 5 key improv principles:

Always make your partner look better than yourself. I love this principle. It basically guarantees that being generous and gracious will get you far in life.

Specific choices are committed choices. Bias for action is a common characteristic for leaders. This is because all active choices move things forward. The more specific the choice, the better. This helps teams respond and build momentum.

Shut up, and listen. A friend from class, Vincent, was a gifted journalist. The best journalists are the ones who really listen, and Vincent has insanely good memory. This naturally made him one of the best improv students. In an agency setting, it’s easy to be strung thin when working across multiple accounts. We have to remember to regroup. I’ll be the first to admit it’s sometimes the toughest part of the job. In realizing the multitasking nature of an agency, and the fact that many of us consume information by the tweet, all this has made it extremely challenging to stay focused. But when we listen, we trust, and with this comes true team unity. Group think is far more powerful than an individual mind.

Don’t block. A common misconception is that improv is similar to standup, when in fact, since the art is pure spontaneity, one of the quickest ways to destroy group mind is going for the joke or not listening, which is considered blocking a partner.

Yes, And… These are the two words of focus in improv. To move a scene forward, you must be in agreement, and then add a statement and action. It’s considered forbidden to create conflict within a scene—because this stops forward motion. The only “negative” domain that can really be entered is in creating irony. I love how this is so true in everyday life. You should build information to a discussion, not just recycle content.

CRT/tanaka participated in improv trainings in the Lumin Collaborative leadership summits, and Lumin partner Peppercom, was actually featured on a MSNBC segment about comedy in the workplace.

And on a side note, a few of the world’s greatest comedians are on Twitter, (when have we ever been able to hear their crazy thoughts by the second?) Be sure to check out @rainnwilson, @SteveMartinToGo, @ConanOBrien @StephenAtHome and @CraigyFerg .

Last month in Paris, my tourist urge kicked in to line up at Ladurée, known as the macaroon mecca (of swooning.) These shops are the quintessence of Paris. But what I will never forget was how the macaroon messieurs ever so carefully select each pop-art cookie and place it in a decorative box, as if each one is a diamond necklace. I realized there was something quite different about Ladurée, and continued to muse this macaroon madness.

In honor of yesterday’s Ladurée New York debut in the U.S., I’d like to point out some key factors which make this centennial franchise so successful.

Here are 3 fundamentals in building a long-term brand:

Branding. Ladurée’s packaging is never anything but immaculate. This is also a key element for e-stationary company Paperless Post’s success.

Quality and Style. The product’s first-class ingredients are from around the world. The store interior design is reminiscent to Versailles. And just like a fashion house, Ladurée launches a new collection of flavors each season. During Christmas one can find spicy wine-infused ruby macaroons wrapped in gold foil.

Nostalgia. Macaroons are a whimsical food, and present a loveable twist on candy shop nostalgia. Ladurée also manages to transcend this historic character (think Sofia Coppola’s Marie Antoinette,) to being current. The brand often cross-promotes with high-end fashion lines, where past partners have included John Galliano and Christian Louboutin.

By Cassandra Bianco (@cnbianco)

Bugs could be sexy. Ok fine…only a little.

The New York City cocktail movement has trickled so far along, some bars want something… special to differentiate themselves. So why not fix up cocktails with some additional, natural, seasonings?

Creepy is cool, and insect drinks are currently swarming the scene, or at least the publicity scene. Beginning with Falai Café’s squid-ink cocktail in SoHo, this tippler is terrific for newcomers. However, if you’re up for making the (grasshopper) leap, try the city’s latest at TriBeCa’s White & Church, which features $14 insect- and arachnid-garnished concoctions. These include the “Blue Velvet,” a tobacco-infused brandy topped with scorpions; the “Summer,” a coconut, crème caramel and cricket blend; or the Mexican worm-based “Why Not,” a tequila, Cointreau, lime juice, and avocado cocktail. Mezcal and latin cocktails are equally trendy now, so it’s not surprising to hear the little wormy “Why Not” is a true hit. Historically, one of Mexico’s most famous culinary insects is the agave worm, eaten on tortillas and placed in bottles of mezcal liquor, so it’s great to hear authenticity is in order.

Here are my 3 morning thoughts, with hopes to further percolate the matter, but not pester:

• Insects are innovative. For this creativity, I applaud. Perhaps these establishments were inspired by a certain sustainable food TED talk. It’s an eco protein, and could be very trendy in the future. But for now, quite frankly it just bugs me a little.

• Crazy, or clever? The bars could be catering to the 48.7 million yearly NYC tourists, many of which are Japanese and Chinese folks accustomed to critter cuisine. If they are targeting niche tourist communities, well that’s ingenious. The Japanese savor aquatic fly larvae sautéed in sugar and soy sauce, but are mostly known to brave poisonous fugu. They also serve boiled wasp larvae, fried grasshoppers, fried cicadas, and fried silk moth pupae…all sounding quite excellent.

• Bottom line: If you have bugs on the menu, journalists pounce. When I asked Grubstreet’s Jenny Miller, she agreed: “If you have bugs in a cocktail, a journalist’s ears perk up — it’s something different.” To gain media attention, we must constantly research and pitch new ideas, i.e. no Beetle Juice, please.

And so, I wish you well on your eco-eating adventures. If the kids get a little envious, feel free to serve up some cicada ice cream. Bon appetit.

Hello recent college grads. You are tugging on my heart strings.

It was only a few years back that I too partook in the surreal experience. Though elated, we all had one itchy thought permeating our celebration. On the stadium-sized screens, out of hundreds, the film crew focused on one girl’s cap, which in neon orange read, “HIRE ME?” I reminisce only happy thoughts, but still, this moment stands out the most.

In Amy Poehler’s speech to Harvard grads, she gives some superb wise words. She has inspired me to pass along some insider info:

5 Tips on How to Secure a PR/Social Media/Marketing Job

AKA How To Implant Spider Legs on Your Resume, Ensuring it Creeps to the Tippy Top

1. Hit up alumni, the Twitter-friendly way. A fellow UF gator listened to an intern podcast I co-produced at my first agency, Peppercom. She heard my alma mater shout out, then connected with me on LinkedIn. We corresponded, I gave a mini pep talk, and sure enough she landed the internship. That’s the way to do it my friends. It’s investigative research to the core. PS, please do not mistaken outreach for stalking, there is a fine line here. PPS, remember, the social media cardinal rule: spam me not. Address the cover letter with the head of HR, and not the generic “to whom…”
2. Prove your top strengths: working autonomously, networking and writing. Agencies need these fortes, and especially need better writers now, more than ever. Unlike 20^th century pitching and press releases, we also create solid content on a daily basis for websites, ad copy and social media campaigns. If your tweets aren’t niche, your community won’t engage, and it’s guaranteed they will steadily unfollow.  If you have reporting experience, you’ll be able to walk onto the job scene up to snuff. Submit articles or look into stringer jobs at newspapers, online mags or credible blogs. This will prove that you are nimble, and will step up your game naturally for the craft of media relations.
3. Check yourself, before you wreck yoself, SEO-wise. Ice Cube had that part right. For your personal SEO, A LinkedIn account is a must. Ask professors and former bosses to write recommendations. Take down the Facebook party profile picture. Make sure your Twitter stream has some interesting thoughts on industry related articles.  Before going on second-round interviews, I perused through my interviewer’s Twitter stream. It secretly arms you going in—having insight on their thought process, and what interests and motivates them. Slightly creepy? Nope, it’s public online information.
4. Drop the right pickup line. “I’ll be in town for interviews, and I was hoping you might be interested in meeting for an informational session.” This was the line I used as job-seeker, and sure enough, 4 of the 10 “meetings” turned into interviews. This is how vendors get through agency doors to win new clients, and it works well with HR too.
5. You are what you read. During the interview, be sure to highlight why certain blogs or media interest you. For me? Fast Company places as the favorite, because the content is nothing but excellent, interesting, and almost always worth sharing. Fast Company also has fantastic contributors for the weekly newsletters.  During questions, be ready to answer, “what do you think will be the next leading app or social media platform?”  And “WHY?” (i.e. successful venture capitalist backing, program functionality, cool factor, etc…) As marketers we need to instinctively function as hubs. Show through past projects how you are keen to learn, social media savvy and creative. It’s what agencies thrive on.

Power to the newbies.  Peace.

Click here to view the embedded video.

By Cassandra Bianco (@cnbianco)

Stories move us. They give us meaning and help us sequence otherwise overwhelming messages and facts. For marketers, storytelling authenticates all, especially when the big fish speaks directly in-person to the consumer.

Storytelling is how to get the consumer to join your tribe.

Last night I attended Australia Redux, another Noble Rot event, hosted in collaboration with Bernard Hickin, Chief Winemaker at Jacob’s Creek Vineyards. I enjoyed tasting the wines, while discussing how (entrepreneurially) inspiring the Banksy documentary is with event-designer mastermind Adam Aleksander, and chatted with Darryl Robinson on the importance of educational marketing campaigns, specifically with wine products.

So in between the catch ups, winemaker podcast and noshing on Tuck Shop meat pies, I realized that these events are the best added value a wine brand can offer, to achieve endearing loyalty.

And on this note, I shall take the opportunity to plug that my team and I excitedly just announced our Thursday, May 5 livestream of the upcoming 2011 Rioja Grand Tasting events. During the live broadcast, wine aficionados all over the globe can tweet questions to Rioja winemakers, and to cool folks like Paul Grieco, co-owner of Hearth Restaurant and Terroir in New York.

In the spirit of Mark Twain’s famous words, below I included the Australia Redox invite—a great example of how to peak interest.

Friends,

History will tell you that Australia is a continent of vast unknown and traversed landscapes, home to a ruling majority of the world’s most deadly creatures, arid deserts and unexplored hotbeds of archeological history. Australia may contain the secret to life itself…! And of the scores of European cultures that have descended upon its shores in efforts to populate and conquer the continent, we may in the coming years be thanking the many early German Farmers who begat Australia’s wine country. As the wine-growing community undergoes its Renaissance, the fruits of their labor will undoubtedly yield great benefits to us all, and so it is in the spirit of defining a wine culture that we present an evening of Australian Regionality with one of the country’s most well-known wines: Jacob’s Creek.

The year was 1847. The man was Johann Gramp. He missed the wine he used to drink in Bavaria, his homeland, and so he planted some vineyards to make a wine. Join us as we explore Gramp’s present day wines and learn of their evolution over time .

And here is what you may expect:

• SIP: A welcome glass of JC’s blended Charonnay/Pinot Noir Sparkling wine to liven your palate and perk up your senses.
• LEARN: The Noble Rot Talks - a short recorded podcast with Jacob Creek’s Chief Winemaker, Bernard Hickin. We’ll learn about Australia’s grape-growing history and Germanic roots and discuss the differing micro-climates of Barossa Valley, Adelaide Hills, Coonawarra and other wine regions you’ll eventually be able to pronounce. Mr. Cigar and Bernard will attempt to out-saber each other with wit and claims of legitamate wine-speak, as you sip faithfully on a crisp and delightful Chardonnay.
• DRINK: Taste your way through JC’s: Adelaide Hills Reserve Chardonnay, Adelaide Hills Pinot Noir, Barossa Shiraz and Coonawarra Cabernet Sauvignon.
• FEAST:  An array of small plates, paired to highlight each wine by Chef Christine Wells of The French Cullinary Institute to entice your palate throughout the evening with delicious Tuck-Shop meat pies lending a local-Australian flair to the night.
• CHALLENGE: Sit down at the Sensory Challenge Table with Bernard and the Noble Rot crew and test your own sense-memory and vocabulary. We’ll have aromas in the form of liquids and solids reminiscent of flavors in the wine as well as black glasses that will confound you in your efforts to recall what you’re tasting.
• Full pours, incredulous banter and side-line encouragement from Noble hosts, Jonny Cigar, a self-appointed Master Sommelier and Brian Quinn, a State-Certified Absolute Gentleman.

In the spirit of last week’s TED 2011 conference, I lived vicariously through the ceaseless currents of #TED2011 tweets. I thought about the countless curiosity presentations I’ve enjoyed overtime, and these three talks marked an impression.

•  Sir Ken Robinson. His radical rethink of our school systems is inspirational enough for society to realize our need to prioritize the cultivation of creativity. There are two versions of this talk; the second from RSA Animate is a fascinating cartoon presentation. Be sure to focus on Sir Ken’s voice inflection.
• Astronomer Clifford Stoll. During presentations, if you can quench even just a minimal amount of Clifford’s enthusiasm, you will be solid.  Side note: I will forever wish I had him for an eighth grade science teacher.
• Malcolm Gladwell. Malcolm presents on Howard Moskowitz, an American market researcher and Psychophysicist, who is most famous for re-inventing spaghetti sauce and revolutionizing the food and beverage industry. Malcolm reiterates one message (the importance of studying human variability, not overarching universals) multiple times in various ways. Delivering one message makes it easy for the audience to remember the key takeway.

In recapping Malcolm’s talk, Howard knew that marketers should not be looking for the perfect “Pepsi,” but should have been looking for the perfect “Pepsis.” Malcolm ends with this thought:

When we pursue universal principals, we are looking for coffee that doesn’t just make us wince, but coffee that would make us deliriously happy.  In embracing the diversity of human beings, you will find a surer way to true happiness.

And so, I leave you with these videos. Today, take a TED coffee break. I can promise you will return to work surprisingly refocused and re-energized. Cheers.

By Cassandra Bianco (@cnbianco)

Photo courtesy Les Salonnieres

In the last year, pop up supper clubs have sprung onto the New York scene. From The Noble Rot’s traveling wine saloon, to Les Salonnieres’ “underground club of artists,” I’ve found these events not only great fun, but the intriguing concept is quite indicative of New York’s current restaurant landscape, and how word-of-mouth marketing comes into major play.

I had a recent discussion about this with Jenny Miller, Assistant Food Editor at New York Magazine, about how white tablecloth dining is no longer in large demand, but much more so the restaurants offering an intimate setting with casual fine dining. This in turn translates to the current supper club phenomenon, which one could argue is the epicenter of a unique user experience. Super club hosts thoughtfully plan the venue, theme, menu and special guests, and have the only goal of creating a memorable experience.

Some supper clubs can be very intimate. At last week’s Social Media Week Eats + Apps event, I had the pleasure of meeting  Tamy and Felipe, a delightful couple who cook together and experiment in finding the most “flavorful experience.” They cook for no more than 6 guests in a small one bedroom apartment in Tribeca. Their unending hospitality and joyful spirits certainly left an impression (and I’ve been told by food editors that the meals are quite excellent too.)

Click here to view the embedded video.

Tamy & Felipe, the Worth Kitchen

On the larger scale, The Noble Rot is a moveable feast for wine lovers. Hosts Brian Quinn and Jonny Cigar approach wine education with enthusiasm and flair. The theatrical tastings have included champagne tastings at the Waldorf Astoria to Williamsburg lofts complete with a bluegrass jazz band.

Photo courtesy, The Noble Rot

Here are 3 key supper club takeaways that marketers can learn from:

1. Team collaboration and comradery. Supper clubs partner with sponsors, bloggers, artists and actors. The eclectic mindset gels well, and allows for unique idea generation leading to successful events. This is key during marketing brainstorms. If the brainstorm is for a tech client, invite the IT department. If you can tap all your resources, the synergy grows quickly.
2. Focus on creating content that engages. Each event element should be handpicked so that it relates to the overall theme. Similar to PR, The Noble Rot and other supper clubs are all about openness, as opposed to private speakeasies. Elitism does not allow for growth.
3. Take an organic approach to networking. If anything, I’ve learned networking at these events comes so natural. Foodie universe is one where entertaining is the religion, and enjoying oneself is a plutonic notion that this is the way it ought to be. Cheers to that.

By Cassandra Bianco (@cnbianco)

In a recent interview, Hendrick’s Gin ambassador Jim Ryan said that for marketing success, it’s key to have crystal clear identity. Hendrick’s certainly defines whimsy, the peculiar and cleverness. The campaign’s psychographic branding is a refreshing take to the mainstream “party hard” and “sexy lifestyle” brand campaigns. The product stands out not just from other gins, but the whole liquor market.

It’s tough not to be enamored by the spirit’s delightful website, created by Philadelphia design firm Quaker City Mercantile. Eccentric illustrations and charmingly named sections like “A Treasury of Tipples,” and “Wondrous Affairs and Occasions,” express the brand’s unique language— an especially strong branding tool (think Starbucks menu items.) The website’s Unusual Times blog is a daily snapshot of the peculiar, where quirky posts vary from “cactus music” to old-school housewife work out videos.

In December, Jim helped develop the concept for the Hendrick’s Gin “Enchanted Forest of Curiosities,” an experiential pop-up space in New York City that hosted numerous events, comedic acts and musical performances with media partners including New York magazine, Eater.com and The Onion.

Click here to view the embedded video.

Jim illustrated that orchestrating a memorable experience is integral to foster brand loyalty. Hendrick’s marketing strategy focuses heavily on intimate events; tastings are sometimes no more than 20 people. The campaign regularly partners with The Dandies and Quaintrelles, a Washington, DC based social group, which hosts vintage-inspired, stylish events in partnership with charity causes. Recent Hendrick’s Gin events include the Tweed Ride and the Seersucker Social. Jim said a New York City Tweed Ride is in the works too.

Click here to view the embedded video.

Hendrick’s Gin also staged multi-city croquet tournaments, and dress code on invitations urged guests to “don your best railroad tycoon, Upton-Sinclair inspired, Baroque, Rococo, Victorian, or Edwardian garb.” Croquet players sipped flower-and-fruit-filled punch in teacups with martini-glass stems, listened to live jazz, enjoyed delicate patisserie, and winning guests received prop-cucumber trophies.

When the product is top-notch quality, and the design is beautiful, all that’s needed is the Don Draper approach: lateral thinking for an outside-the-box strategy, (gin) cocktails in-hand.

By Cassandra Bianco (@cnbianco)

It’s a great job…if you can get it.

While mixologists are ideal brand ambassadors for liquor brands, they also act as solid marketers and PR influencers. In a recent conversation with Frank Cisneros of Bols Genever, he pointed out the sought-after brand ambassador gig is virtually the industry’s only one a bartender can’t apply for. Similar to the best marketing brainstorms, the tight-knit bartending community takes a collaborative approach, which is key to develop creative cocktail menus and brand promotion.  Frank is colleagues with the world renowned mixologist Charlotte Voisey, who hopes to develop a happy hour scene in Manhattan’s Financial District, and naming each aperitif has been a key tactic in promoting the bar’s success.

In some respects, designing social media and marketing plans is incredibly similar to perfecting the craft of bartending.

Here are three bartending rules of thumb that apply to a variety of industries:

• Provide quality ingredients. Skilled bartenders religiously prep with only the freshest and most flavorful ingredients. For branding efforts, the answer is not usually “try harder,” but in marketing guru Seth Godin’s words “try different.”  Refreshing the strategy from former “overly-processed ingredients” to the all-natural allows for a more authentic brand (and delicious cocktail.)
• Client service above all. The key to a successful bartender (or any business) is personal engagement, to retain brand or bar loyalty. In my most recent NYC food adventure to Peels, Jim Kearns exemplified this behind the bar, which translates into reoccurring customers and, of course, bigger tips. With excellent dishes, service and ambience, Peels enjoys the same success as sister restaurant Freeman’s.
• Market cleverly. In order to score market share in an overly saturated liquor market, Bols Genever is geomarketing to Brooklyn. They know this will resonate with their target audience because Williamsburg, Brooklyn is known for setting trends in the spirits world. Understanding your audience is key. Grey Goose and Jägermeister are the brands they are today thanks to billionaire Sidney Frank’s robust marketing and advertising strategy.  Throughout the country, the Jäger shot phenomenon continues to be the symbol of hard partying, and has led the spirits industry celebrating Sidney Frank as a “promotional genius.”

By Cassandra Bianco (@cnbianco)

Mixologists, or liquor sommeliers if you will, are the charming cocktail house folks who meticulously master libations for a living. Dream job? I think so. The world’s best continue to be plucked by major liquor companies and the brand ambassador campaigns integrate traditional and social media.

The current allure of cocktail bars is their “underground” positioning—usually physically hidden—like Brooklyn’s unmarked Hotel Delmano, and more famously, New York’s PDT that’s located underneath a hot dog shop. Mixologists have developed their own identities— take the clean-cut mustachioed bartenders at the Manhattan Inn in Greenpoint, Brooklyn. With the classic cocktail throwback, old school décor and baby grand piano jazz, my Warsaw Mermaid buzz quickly progressed to hallucinations of a Great Gatsby scene.

A great way to remain under the radar, but still well-known is Twitter. The social medium is a resource for mixologists who lack support from a team of PR pros.

Here are five reasons to raise the [Twitter] bar:

1. Gain spirits world cred: Develop an online fan base, give shout outs to VIP guests, share press coverage and post video clips.
2. Give live-time alerts: Mixologists showcase their concoctions and talents at the 42Below World Cup, Manhattan Classic, Tales of the Cocktail, Taste of the Nation and the StarChefs International Chefs Congress, among others. Fans would love to see event snippets and test out recipes. An impromptu promotion tweet could potentially completely transform Friday night turnout.
3. Mystery appeal still concealed: Food trucks remain mysterious by only disclosing their geographic location via Twitter. Lady Gaga has +5.8 million followers, yet on Saturday nights, no one ever knows which Lower East Side bar she’s frequenting. If the fear is losing the bar’s secretive stature, opt out of Foursquare, like mixologist @JasonLittrell has done with his bar, The Randolph.
4. Monitor booze buzz: here are some NYC top tweeters:

• @LiquorDotCom – Liquor.com delivers great daily juice (pun intended) recipes from the industry’s leaders
• @JennyHighLife – Jenny Miller, Eat Out Writer at Time Out New York
• @Joe Campanale – beverage director and owner of dell’anima, L’Artusi and Anfora restaurants. No.1 twitter fan? His mom @Dellanimom
• @chantytown – Chantal Martineau, food and spirits writer at Fork in the Road/The Village Voice
• @NYBarFly – James Mulcahy, Zagat writer, sips and shares only the best

5. Capitalize on the trend: Bottom line? It’s been proven that good tweeting equals financial success. Need I say more? Time for a drink.

The craft requires not just angostura bitters, but innovation to be the key ingredient. A step further is delving into molecular mixology, like Eben Freeman. He recently appeared on a Cooking Channel Drink Up episode showcasing a screwdriver that jiggled on a plate and took exact-shape, texture and coloring of a sunny-side up egg. Cheers to that.