Tuesday, December 2, 2008

OPINION: Shaun Tomson Thinks ASP Needs Pros, Not Bros

Here is the essence of my online response:

Shaun Tomson deserves respect, he’s earned it, but I’m not sure the ASP needs a big time PR firm. What it needs is a PR firm that knows surfing- Lionize PR, SnL Communications and Bill Byrne PR are some really good examples. The most important aspect of any PR campaign is passion and only the people who surf will get it and know how to pitch it. If the ASP wants more exposure they should sign a TV deal, which looks like it may happen soon with the recent Alli announcement- although I know it’s not quite there yet. All the money that pays the major sports teams players comes from TV deals. The model is out there.

A PR firm will not make ASP a better product as Shaun addresses with regards to the commentary. With each brand investing millions into the comp, they deserve to have their own commentary. Although I know scholarships may exist, if you look at every major sports association they invest huge amounts of time and resources to non-profits and charities. The ASP needs to get behind a charity, few are fine but focus on one, and require WCT & WQS surfers to spend time in their community building playgrounds, surf camps, schools, irrigation systems, etc.

The nature of surfing is that we are all slackers. And there is some truth to that. We skip school, work and responsibilities to go surfing. It’s our lifestyle and the foundation of our hero’s personalities. You can’t rewire the surfing culture for the MSM, but you can show that when there isn’t surf we’re giving back.

Tuesday, November 18, 2008

Friday, November 7, 2008

LionizePride.com: An Interactive E-Newsletter for Surfers

Sign-up, contribute content, and have it distributed worldwide for free

ORLANDO — NOVEMBER 5, 2008 — Lionize PR, an Orlando-based public relations and marketing firm specializing in the surfing community, today announces the launch of LionizePride.com. E-mailed to opt-in parties throughout the world, the e-newsletter’s content will be a combination of major news and reader submissions with embedded links if available. Sign-up and provide content at www.lionizepride.com.

“LionizePride.com is an avenue for publicity for those who can’t or don’t want to write a press release, don’t have the resources to pay someone to write one, or don’t know how to get it front of people who could read it,” stated Ryan Marks, president of Lionize PR. “While we’ll incorporate major news into the mix, I hope it will be utilized by the brands, the people and the organizations that could benefit the most from free publicity.”

Based on the concept that lions form social bonds called prides to hunt, educate and survive, LionizePride.com was born. By spreading the word about recent happenings, surfers have an avenue to contribute to the community instantaneously and have it broadcast worldwide.

“What I’ve found is that there is a ton of people who contribute to the surfing culture, but don’t necessarily have a medium to broadcast their successes,” stated Marks. “I want to give a voice to all those people in the most effective manner possible.”

E-mail is still the most effective form of marketing based upon studies by JupiterResearch with 87% of the online community spending their time reading e-mails. That is 17% more than the next most popular reason to use the Internet, which is for search.

Editor’s Note: For stickers, electronic images and samples contact Ryan Marks at 407.242.8548 or ryan@lionizepr.com.

About Lionize PR
Lionize – (verb) to exalt and make known as an object of great interest and importance. We are a full-service public relations and marketing firm specializing in the surfing industry, with an emphasis on manufacturers and suppliers to the global market. Our team has over 10 years of experience managing marketing initiatives for public and private companies with market-leading technologies and products. We offer a full range of marketing services, including branding, public relations, advertising, copywriting, graphic design, media placement and campaign management. To learn more, please visit www.lionizepr.com or call 407.242.8548.


Thursday, October 30, 2008

Givbak Builds Homes, Schools And Opportunities In Central America


Givbak Builds Homes, Schools And Opportunities In Central America

Floridians will make a difference in El Salvador, Guatemala and Nicaragua in 2009

ST. AUGUSTINE, FLA. - OCTOBER 27, 2008 – Givbak, an effort by surfers to improve the living conditions for residents in Central American countries, today announced they are visiting El Salvador, Guatemala and Nicaragua in 2009 to improve the living conditions of residents in the local communities.

Each 10-day trip will result in the recording of two episodes of the six-episode television series airing on the Sun Sports channel throughout Florida. The crew, consisting of Scott Marvin (host), Danielle Marvin (co-host), Robert Lyon (lead cameraman) and Chris Sundstrom (cameraman), will spend close to two weeks in each country addressing the needs of the residents by building homes, schools, establishing sustainable “Green” practices and promoting the local culture as a humanitarian backdrop for their search for perfect pointbreaks, reefpasses and sandbars.

“We’ve been doing this for three years and every year it gets better as our impact grows,” stated Scott Marvin, host of Givbak. “The excitement Givbak brings to each community is incredible, and when we combine those stories with the epic surf it truly creates a great and intriguing story for television.”

Marvin, a professional surfer from the Big Island of Hawaii now residing in St. Augustine, Fla., draws upon his experience as owner of Orange Tree Construction building communities of “Green” homes in North Florida. Danielle Marvin, wife of Scott Marvin, is also a professional surfer who specializes in graphic design and community outreach. Robert Lyon, owner of The Big Picture, LLC, and lead cameraman of Givbak, is a seven-time Suncoast Regional Emmy Award-winner, former CBS photojournalist, and producer of the former Island Hopper television series. Chris Sundstrom, a future
Broadcast Communications major at Flagler College, will capture all the imagery while Givbak tours the towns and villages of Central America.

“Givbak has developed from an idea to a reality because we saw the need to help the communities we visited while traveling,” stated Danielle Marvin, co-host of Givbak. “It wouldn’t be possible for us to accomplish so much without the support of our families, the communities we visit and our sponsors.”

Givbak is currently looking for additional sponsors who would like to contribute to the success of the next Givbak. Interested parties would greatly benefit from the reach of the televised series throughout Florida, exposure in the series and additional mentions. For a sponsorship packet, please contact Scott Marvin at scott@thegivbak.com.

About Givbak
Since 2005, Givbak has donated countless hours to helping communities in impoverished Central American countries including Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama. Through their efforts building homes, schools, wells, farms and supporting the economies of local families, the surfers who comprise Givbak continue its mission to build and support long-term infrastructure initiatives to locales they visit by “Never leaving without giving back.” For more information and sponsorship opportunities, please visit www.thegivbak.com.


Tuesday, September 16, 2008

Deflowered at the Surf Expo September 2008

No, I didn’t have sex in the Reef booth, or the Body Glove booth or even the Lucy Love booth, but man, I love the action sports industry! Attending for the first time, I expected the bikini models, throngs of t-shirt and baggy shorts wearing groms and reps, but what I didn’t expect is the proportion of the event. The booths were big as hell, the excitement was palpable, the skate ramp was an acre and the Skull Candy concert could be heard throughout the Expo.

Talking with Aaron from Eastern Skate Supply and Eastern Surf Supply, who’ve been exhibiting at the show for 20 years, I was really excited to hear that business is still good. I attend other conferences and the economy always comes up and is used as a way to lower the standards of expectations. Not this show! Mood at Quiksilver, “Great show!” WRV, “Killin’ it!” Allyance, “Buyers are there!” ESS, “Business is really strong!” And the list goes on and on.

I’m sure I stood out as the only person wearing a button-down shirt, but that’s me. When I’m not surfing or at home, it’s business. There is real money being committed in our services and I take that seriously. So while it was really a great time, I look forward to the next show in January. At least here in Fla. we can wear shorts in the winter!

Wednesday, September 3, 2008

Guerrilla Marketing

The most important book I've read for small businesses is Guerilla Marketing. Go to the site and buy the book by Jay Conrad Levinson. Fourteen million of these books have been sold worldwide, and the book is worth every cent- it cost me $15.32 at B&N.

For those who don't want to read, below are the 16 secrets he talks about (they end in "-ent"). If you have any questions about any of the secrets contact me and I'll tell you how to implement one or more of them- no cost.

1. You must have commitment to your marketing plan.
2. Think of that program as an investment.
3. See to it that your program is consistent.
4. Make your prospects confident in your firm.
5. You must be patient in order to keep a commitment.
6. You must see that marketing is an assortment of weapons.
7. You must know profits come subsequent to the sale.
8. You must aim to run your firm in a way that makes it convenient for your customers.
9. Put an element of amazement in your marketing.
10. Use measurement to judge the effectiveness of your weapons.
11. Prove your involvement with customers and prospects by your regular follow-up with them.
12. Learn to become dependent on other businesses and they on you.
13. You must be skilled with the armament of guerrillas, which means technology.
14. Use marketing to gain consent from prospects, and then broaden that consent so it leads to the sale.
15. Sell the content of your offering rather than the style; sell the steak and the sizzle, because people are too sophisticated to merely buy that sizzle.
16. After you have a full-fledged marketing program, work to augment it rather than rest on your laurels.

Use them for everything you do- proposals, brain-storming, execution, revisiting. They will change your business and hopefully your life.



Wednesday, August 27, 2008

Great Article on Career Achievement at Transworld Business Web Site

I was going to post an entry on successful tactics for start-ups to get their word out, guerrilla marketing!!!, but ran across this article and thought it very timely...

How To: Make Your Job Work for You

Great advice. Cheers.


Tuesday, August 19, 2008

The 5 Ws & The H

I began Lionize PR in part because I’ve always felt that if you didn’t stand for something, you’d fall for anything. I’m a surfer and that lifestyle permeates Lionize. I’m also an entrepreneur and that drive guides Lionize.

While the left and right brain dominate at different times, it wasn’t until 2008 that they coalesced into Lionize PR. I also wanted to make sure we could provide a value to our clients and that takes experience- mix in Dustin Markland, our creative director, and we’re talking the chemistry of success.

Where we claim: the North End (Va.), CB (N.C.) and NSB (Fla.). I’ve met a wide range of people along the way and they’ve all been impactful in the way I view life. Those philosophies allow me to do what I do. Really that is the essence of PR, building relationships for opportunities.

PR is not the Wizard of Oz behind an opaque curtain pulling strings and puffing smoke. We’re not a weekly conference call or a monthly retainer. We’re specifically focused on surfing, the same way an optometrist is focused, sorry for the pun, on the eyes and eyesight. As doctors began to specialize, I foresee PR doing the same, and we’re jumping to the front of the line. I believe in PR and I believe in our clients, which is why I didn’t name the company Ryan Marks & Associates, or something. We take our clients to the next level and that is what every PR firm should do.