32
Get Notice d. Integrating Publicity Into Your Visibility Plan To Attract Attention—And Sales

Get Noticed:

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Get Noticed:

Get Noticed.

Integrating Publicity Into Your Visibility Plan To Attract Attention—And Sales

Page 2: Get Noticed:

Lisa Horn, CASPresidentChief Visibility Officer

Spark!, a boutique strategic visibility agency

Industry Publicist. Visibility Agent. Reputation Manager. Strategic Communicator. Business Journalist. PromoProducts Industry Veteran. Marathon Runner.

Page 3: Get Noticed:

In today’s session, we will:•Establish why visibility is important

•Detail the four types of visibility

•Discuss the process of working with the media

•Uncover media needs

•Learn tips for creating media submissions

•Understand publicity begins with submissions

Page 4: Get Noticed:

If you’d like to tweet:Use #SuppliersForum and/or @thepublicitygal

If you’d like to download:http://www.slideshare.net/lisakhorn

Page 5: Get Noticed:

VISIBILITY: Why is it

important?

Page 6: Get Noticed:

Customers buy only what they can see.

Page 7: Get Noticed:

Product Purchase:

Where does the decision making process begin?

Page 8: Get Noticed:

Pop Quiz:The distributor’s decision-making

process to choose one of your products begins with:

a. Viewing your catalogb. Shopping your websitec. Calling to place an orderd. Any of the above

Page 9: Get Noticed:

AWARENESS is the first step in the buyer’s decision making process.

Page 10: Get Noticed:

VISIBILITY is the foundation of awareness.

Can you be seen when customers come looking for you?

Page 11: Get Noticed:

How Do You Become Visible?•Advertising

Print and digital publications, website banner and button ads, pay-per-click listings, social media ads •MarketingCatalogs, sales flyers, e-mail blasts, self promos/samples, newsletter, website, blog •Publicity/Media RelationsPress releases, new product submissions, case histories, article pitches, white papers

Page 12: Get Noticed:

How Do You Become Visible?•Social Media

LinkedIn, Facebook, Twitter, Flickr, Slideshare •Face-To-FaceTradeshows, sales calls, guest speaking, education presentations

Page 13: Get Noticed:

Working Effectively With The Media: The ProcessWhat does it take to get consistent media placements?Good salesmanship.

Start looking at the media as a customer and address their needs.

Page 14: Get Noticed:

What The Media Needs: Great Content; Strong SourcesThere are four main ways to work with media in the promotional products industry:

1. Press Releases2. Product Submissions3. Case Histories4. Bylined Articles

Page 15: Get Noticed:

Press Releases15 Top Tips For Getting Placement

1. Have something newsworthy to say. Is there a hook?

2. Write an eye-catching headline with active verbs (not announce!) that makes the recipient want to read more.

3. Get to the point immediately. Include who, what, when, where, why and how in first paragraph.

4. Stick to the facts; avoid opinion (no “leading,” “best,” “largest”) and sales-speak.

5. Keep it short, yet detailed. Economize each word.

Page 16: Get Noticed:

Press Releases15 Top Tips For Getting Placement

6. Focus on one topic; no mixed messages—and no fluff!

7. Include a meaningful quote.8. Use keywords effectively without overdoing it

and keep jargon to minimum.9. Be professional yet engaging. 10.Proofread, and then proofread again—out loud.

Page 17: Get Noticed:

Press Releases15 Top Tips For Getting Placement

11.Include contact information—at the top as well as in the boilerplate.

12.Write a clear e-mail subject line.13.Include a personal note.14.Include release in the body of the e-mail in

addition to attaching the actual document.15.Name attachments appropriately

Page 18: Get Noticed:

Product SubmissionsThree Key Things Editors Need

Within the promotional products marketplace, much of the editorial content in industry publications is naturally based around the products. As such, editors need:

1. Great Image

2. Unique Item

3. Creative Description

Page 19: Get Noticed:

Case HistoriesThree Tips For Telling The Story

The power of promotional products comes not from the product itself but from the application. The more real-world success that is shown, the more sales you will have.

1. Explain the background to give context.

2. Include all pertinent details.

3. Demonstrate ROI.

Page 20: Get Noticed:

Bylined ArticlesSix Steps To Getting Published

When you read a magazine, you see a variety of articles. Some are written by the editorial staff, while others are penned by subject matter experts.

Notice the term “expert.” That’s the perception of an author who’s work is published. If you want to be considered an expert, you need to get published.

Page 21: Get Noticed:

Bylined ArticlesSix Steps To Getting Published

1. Understand what types of articles are published.

2. Identify how you can fill this need.

3. Write a brief outline.

4. Contact the appropriate editor.

5. Craft a well-written, educational article.

6. Submit it.

Page 22: Get Noticed:

The Publicity Process: When Is It Complete?Publicity doesn’t end once content has been submitted to the media. What is done after the submission has been made—and hopefully published—matters most. For publicity to work, it must be integrated into your other means of visibility.

Page 23: Get Noticed:

Visibility Integration ChecklistPress Releases

•Post to website and Facebook page and link back to any press clips

•Use as the foundation for a blog post or story in internal/external newsletter

•Tweet the headline and include link back to release on your website

Page 24: Get Noticed:

Visibility Integration ChecklistProduct Submissions

•Add a starburst or button to the product that says “As Seen In [Publication]” online and in your catalog

•Use reprints as a tradeshow handout, flyer for sales calls, mailer for customers/prospects

•Talk about it on your blog

•Post reprint to your website and Facebook page

•Tweet about it and include a link back to the reprint

Page 25: Get Noticed:

Visibility Integration ChecklistCase Histories

•Post to website and Facebook page and tweet a link to it

•Use as the foundation for a blog post or story in internal/external newsletter

•When published, link back to reprint and tweet about it

•Use reprints as a tradeshow handout, flyer for sales calls, mailer for customers/prospects

Page 26: Get Noticed:

Visibility Integration ChecklistBylined Articles

•Upon publication, post to website and Facebook page and tweet a link to it

•Use as the foundation for a blog post or story in internal/external newsletter

•Use reprints as a tradeshow handout, flyer for sales calls, mailer for customers/prospects

Page 27: Get Noticed:

‘Free’ Publicity Doesn’t ExistWhile there may not be a fee for editorial placement, there is a time commitment necessary for it to be effective. But it is absolutely worth the investment because:

•Publicity gives you credibility in the marketplace

•It complements your advertising and supports your marketing efforts

•It provides rich content to add to your website and use in social media.

Page 28: Get Noticed:

Publicity Builds OpportunityPublicity gives you reason to contact your customers on a regular basis—and it’s this contact—relationship building—that establishes you as a trusted resource that distributors will turn to first.

Page 29: Get Noticed:

How Will You Start?1. What three things did you learn

that you can implement now?

2. What are three things you can do to build your expertise in the market?

3. What is your top take-home idea?

Page 30: Get Noticed:

Questions?

Page 31: Get Noticed:

Connect With Me:

http://www.linkedin.com/in/lisakhorn

http://www.facebook.com/lisahorn

http://twitter.com/thepublicitygal

http://www.slideshare.net/lisakhorn

Page 32: Get Noticed: