Last winter, Lisa Grimm and her colleagues threw a big party in the Mall of America parking lot. Find out why...
Some people could care less about PR and just do it to pay the bills. Some people are good at PR and like it. And some people are passionate about PR, turned on by their job. Lisa Grimm is the latter — a PR pro who truly gets jazzed by meeting new people, learning about our industry and developing strategic campaigns for her company, Mall of America (MOA).
One such campaign was developed last winter, when Lisa and her MOA colleagues threw a “big secret parking party” (#BSPP) to honor their social media fans and followers. The concept was simple and brilliant at the same time. Premium parking during the holiday season for MOAs online advocates — a targeted group who love the brand, brought their holiday spending money to the mall and no doubt shared their story with their online and offline networks. You can hear Lisa tell the full story at Blogworld New York in May — or right here, by watching the video below.
Questions
- Last year Mall of America threw a Big Secret Parking Party for its Twitter followers. How did you come up with the idea and did it play out the way you all expected it to?
- In a recent blog post about finding a job or internship, you mentioned how important it is to find something that turns you on professionally. How did you go about doing that in your career?
- You are one of the best relationship builders I know. And you’ve gotten to meet a lot of people F2F, including some “celebrities” through social media and your job. Who are the most interesting couple of people you’ve met recently?
- The last question is always about a cause or organization you’re passionate about. So I’ll tee it up and you share your favorite. That work?
Follow Lisa on Twitter at @lulugrimm or @mallofamerica. And at her blog, Communications Passionista.
Can you explain how you didn't go to college the right way?
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LikeI did go to college right away, but it was commissioned by my folks, not my choice. I really wanted to wait a year. I wanted to work and sort some things out - figure out what I was really interested in because I didn't know. That wasn't an option. I went in as a film major and stayed at the University of Minnesota for two years. I took a year off after that and worked. Then, headed back to school where I discovered my love for PR and the social sciences. Studied both and graduated. Not the way most people do things, but it was awesome for me and hasn't affected me negatively at all. Along the way, some potential employers have looked down at the non-conformist nature of my resume. The reality: I would never want to work for someone that shortsighted anyway. That's the summary. We'll chat about it over a meal in NYC end of May. Deal? :-) Thanks for watching.
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LikeI'm a little shocked that Lisa didn't mention meeting me at SXSW, as I'm sure my momentarily over-cocktailed self made quite an impression. :-) But seriously, I've always wanted to know the details of the BSPP and love that it was done using mostly free tools. Great interview!
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LikeKellyeCrane I hear you on the mention. Fyi...we have a pay for play system here at #52CommsMixup. So if you just send cash or a check my way next time, I'll make sure the person I'm interviewing mentions you :).
Me too on BSPP. Cool, innovative project by lulugrimm and team that made sense for customers.
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LikeI'm dying laughing at the exchange between you and Mrs. Crane.
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LikeKellyeCrane I love you! Spending time with you was a highlight and you know it girl! Looking forward to future dining and cocktail experiences:-)
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