September 12, 2022Comments are off for this post.

Bringing Sustainable Fashion to the North American International Autoshow with IAC Group

IAC Group chief administrative officer Iwona Villaire wearing a sustainable evening gown designed by the company for the NAIAS charity preview. photo credit: Anthony Morrow, Bureau Detroit.


When our client IAC Group asked us to help them develop an idea that would bring them awareness and media attention related to the return of the North American International Auto Show, we looked within the company to find our inspiration.

IAC is a leading global supplier of automotive components and systems. Their primary focus is interior innovations such as instrument panels, door trims, and headliners, working with OEMs such as BMW, Mercedes Benz, General Motors, and Ford to bring the interior vision they have for their makes and models to fruition.

IAC's purpose is to create environments that move you.

That elevation of the brand was the platform we used to develop what we simply referred to as "The Gown".

A Return to Elegance

It's been two years since we've seen the North American International Auto Show, and that includes the black-tie charity preview that occurs the Friday before the event opens to the public. The preview event has annually been presented as a lean-forward event, broadcast on Detroit's local ABC affiliate, WXYZ. It's as much a tradition as the show itself. With a focus on sustainability and electrification, we worked with IAC to develop a concept that aligned with the virtues of IAC - elegantly engineered, boldly executed, elevating the best in sustainable technology with precision and speed.

In repeating the brand pillars of IAC, it was evident that parallels could be made to the fashion industry. More so, fabrics and materials that were used in the manufacturing of the very interiors millions of people sit in daily could be used for garments and fashion. The gown was the perfect convergence of the automotive and fashion industries.

This insight was shared with our clients, who fully embraced the idea of designing a gown - IAC's Chief Administrative Officer created the original sketch and IAC's talented global teams - including engineering and industrial sewers helped bring the gown to fruition with unprecedented speed. Everything on the gown aligned with IAC - made from three sustainable materials and jewelry made from recycled ocean plastics. It was a monumental effort, but one where everyone was excited to have a place in participating.

A Lesson in Storytelling

The gown is a great example of client creativity while staying close to their core.

Creating a contextual Venn diagram between events (NAIAS and New York Fashion Week), purpose (Using sustainability as a pillar to design and create world-class auto interiors), and creativity (developing a gown made of sustainable automotive materials) is a winning combination for creating attention for your brand. The story is in the dress itself and we're grateful to have worked on this project.

We look forward to seeing Iwona wear the gown at the North American International Auto Show Charity Preview!

August 1, 2022Comments are off for this post.

How Keyword Optimization Can Help Inform Your Public Relations Strategy

Public relation strategies seek to communicate a desired message about your brand to your target audience. But first, your target audience needs to come across that message. You can do this best with keyword optimization, which consists of keyword research and utilization. The practice can make or break a public relations strategy and therefore should be at the top of your to-do list.

Jami Robben

What Is Keyword Research?

In order to maximize your internet presence, you must determine what your target audience is searching for. You can find and analyze the terms that people enter into search engines through tools like Google’s keyword planner. 

What Is Keyword Utilization?

Once you've figured out the best keywords, you need to use them effectively so that your content will reach your targeted audience. Google decides a website's quality based on how relevant it is to users. It does this largely by monitoring the site’s click-through rate and retention rate. 

When you use appropriate keywords, viewers are more likely to remain on your page or click on associated links. The more this happens, Google will then reward you with a higher placement on the search results page. 

This is important because, according to Cross River Therapy, the average person has an attention span of 8.25 seconds. When a consumer searches for something on Google, they expect the results to be spot on, providing what they are looking for without any additional work on their part. Research shows that almost half of search engine users believe that companies whose websites show up at the top of the results page are leaders in their field. Furthermore, 75% of search engine users look only at the first page of results. If you want a decent number of eyes on your site, you need to rank highly. 

How to Get Started With Keyword Research

Now that you know the importance of keywords, how can you make them work for you? Here are some tips. 

Choose quality over quantity: Avoid “keyword stuffing,” which is where you use the same keyword multiple times in a short space of text. This signals to Google that the content is not high quality and deserves a low place on the search results. 

Get specific and know your intent: Certain words may relate to multiple things on the internet, so specificity can be your friend. If your company sells applesauce, for instance, you wouldn't want to use the term "apple products" at the top of your page, as there's no way you'll rank highly in search. Instead, use the specific term "applesauce" to get traction with your desired audience.

Regularly research keywords: See what works and what doesn’t. And don't assume that yesterday's top keywords are the same as today's. Users' search terms are constantly evolving. 

Helpful Tools

SEMrush: 

Great for searching for long-tail keywords, keyword trends, CPC distribution statistics, and organic traffic insights. 

KWFinder: 

Great for presenting keyword metrics from other data sources in an efficient way, targeting specific keywords, presenting precise competitor statistics, and refining keyword results.

Ahrefs Keyword Explorer:

Great for analyzing click metrics to improve CTR, extensive SERP overview, and accurate keyword difficulty score. 

Google Keyword Planner: 

Great for gauging accurate search volume and locating commercial keywords for “top of page” bid range. 

Growth Bar: 

Great for tracking keyword rank, exportable keyword data, and accurate ranking difficulty. 

About the Author

Jami Robben, Telemetry's summer intern, is a recent graduate of the University of Missouri. Having graduated with a Journalism major emphasizing in strategic communication, we are excited to have Jami contribute to Telemetry's blog!

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