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KAIZEN
THIS WAS NO LONGER GOOD ENOUGH SUBJECT: Soap Awards Story? Hey Caroline, Just wanted to run a idea by you, We’ve just launched a brilliant list of British Soap Stars When They Were Young featuring all the classics like Peggy Mitchell and new favorites like Rosie Webster Link: http://www.twolittlefleas.co.uk/soap-stars/ I think this would go down a storm on The Metro if you’d like to share it in some form, especially as it’s the ITV Soap Awards this Sunday. Two Little Fleas is an online bingo community with a passion for creating cute and quirky apps, lists and tools. Our stuff has been recently featured in the Radio Times, HuffPost Comedy & Lifehacker. Thanks Caroline let me know what you think, Pete
KAIZEN
PETE CAMPBELL / KAIZEN • Founder / Managing Director
• Kaizen is a team Content Marketing & Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
KAIZEN
“PR & Marketing is no longer about the stuff that you make but about the stories you tell.” – Seth Godin
KAIZEN
“The heartwarming advert tells the tale of an unlikely friendship between a little boy Sam and his penguin friend Monty.”
INCASE YOU MISSED IT.
KAIZEN
‘Monty the Penguin’
90 Second TV Advert
In-Store Marketing
Photo Booth
Penguin Toys
Digital PR & Content
Journalist Gifts Infographic Game Video
STORY
HERO CONTENT
SUPPORT ASSETS
KAIZEN
STORY
HERO CONTENT
SUPPORT ASSETS
‘Are You Richer Single or In a Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are Richer Single
Is Tinder Making You Poor?
Men Spend Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE
KAIZEN
STEP 1 – CREATE A PR FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day
GOLD PUBLICATIONS • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello
TARGET CUSTOMER
• Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter
social competitions. • Employed (low end wages), unemployed or stay at home
parents • Likely to have children
VALUES & EMOTIONS
• Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family
• TOWIE• Cereal Day• Britain’s Got Talent• Easter
KAIZEN
1. What do they love / hate about your product?
2. What stops them from buying your product?
3. What emotions do they associate with your product?
4. What magazines & websites do they read?
5. What else are they interested in?
ASK YOUR CLIENT THESE 5 QUESTIONS
KAIZEN
A) TRY WORD ASSOCATION FOR TOPICS & THEMES
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
KAIZEN
MAKE A LIST OF YOUR KEY PUBLICATIONS
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
• Have they linked to your competitors? site:dailymail.co.uk intitle:"Infographic” + "Insurance"
• Search your topics
• Make a list of relevant Journalist names
KAIZEN
JOB DONE - YOUR PR FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day
TARGET PUBLICATIONS (TIER 1) • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello
TARGET CUSTOMER
• Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter
social competitions. • Employed (low end wages), unemployed or stay at home
parents • Likely to have children
VALUES & EMOTIONS
• Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family
• TOWIE• Cereal Day• Britain’s Got Talent• Easter
KAIZEN
STORY
HERO CONTENT
SUPPORT ASSETS
‘Are You Richer Single or In a Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are Richer Single
Is Tinder Making You Poor?
Men Spend Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE
KAIZEN
WORK OUT YOUR DESIRED HEADLINES • £ Wealth Based
You Could Be X% Richer If You Were Single / In a Relationship. Here’s Why.
• Opinion Based X% Of Brits Think They’d Be Richer If They Were Single / In a Relationship
• Age/Demographic Based Men/Women Over/Under XX Spend The Most On XX
• Location Based People from X Think They’d Be Richer Single / In a Relationship
• Product Based Single People Spend X More/Less On Their X Bill
KAIZEN
STRUCTURE THE QUESTIONS TO MATCH
• Do you think you’d be wealthier single or in a relationship?
• How much would you spend on a gift for a close friend / partner?
• How much would you spend on a romantic date?
• How much money do you save each month?
KAIZEN
ANALYSE DATA & CREATE HEADLINES
1. 45% of People in a Relationship Believe They’d Be Richer Single
2. Over Half of Men in a Relationship Believe They’d Be Richer Single
3. Is Tinder Making You Poor? Single Men Spend More Than Double on Dates Than Women
KAIZEN
BUILD CHECKLIST
ü OPEN GRAPH TAGS (http://ogp.me/)
ü SOCIAL IMAGE (1200 x 630 Pixels)
ü EMBED CODE
ü ‘OFFICIAL’ SOCIAL BUTTONS
ü TWITTER CARDS (https://dev.twitter.com/cards/)
KAIZEN
WHAT’S THE HOOK?
1. Seasonal Event or Occasion 2. New Trend 3. Statistics 4. It’s Bigger & Better
KAIZEN
INCREASE YOUR CHANCES
1. Offer as an Exclusive 2. Create a Supporting ‘Media Alert’
3. At Least 3 x Follow Ups
KAIZEN
STORY
HERO CONTENT
SUPPORT ASSETS
‘Are You Richer Single or In a Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are Richer Single
Is Tinder Making You Poor?
Men Spend Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE
KAIZEN
Thank You!!!!Get in Touch:@petecampbell"[email protected]"http://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES:!KAIZENSEARCH.CO.UK/SEARCHLONDON2015/