Your not so secret weapon: marketing, media & getting the word out Sarah Stierch

Food+Drink Editor, Sonoma Valley Sunsarahstierch@gmail.comTwitter: @sarah_stierch

Business card● Hire a designer (unless you are design savvy)

○ Also have them design your logo, letterhead, brochures, etc.

If you don’t have a business card...then that’s just plain silly.*

*same goes for a website

● On the front○ Your name, company name (logo), phone number & email address○ Physical address, cell, and company website

● On the back○ Keep it blank or keep it simple (mission, tagline)

● Moo.com

Elevator Pitch Because people just don’t pay attention like you wish they did.

● Not a sales pitch● Keep it simple. Your grandmother

should get it.● Things to state in 50 seconds:

● What is your product or service?● Who is your market? (i.e. distribution, direct to

consumer, cheesemakers)● How do you make your money? (i.e. make

equipment, distribute for cheesemakers, sales, tours) ● Who is behind your business? (your background,

staff)● What gives you an advantage (i.e. special technique,

flavor, partners, distribution)

Elevator Pitch Because people just don’t pay attention like you wish they did.

● Hook● 150-225 words or less● Passion● Ask for something (get a card, set

up a meeting, invite them to visit)

Anyone wanna share their pitch?

Who to know● Make a spreadsheet● Food/Drink editor● When you network, add to list

○ include web, social media, email, phone● Feel free to introduce yourself● Patience

○ we get a lot of emails/calls○ be responsive to us - we serve you - including

weekend

Press release

● Make your headline irresistible○ one liner ○ verbs, simple/short, but catchy○ i get tons of press releases. make it stand out.

get yourself out there in the old school way

● First paragraph○ Who what where why when and how

← new stuff too○ I don’t have a lot of time. Make it to the point.

I don’t care about the fluffy details at this point.

Press release ● Gimme some quotes

○ Bring your PR to life with quotes from staff, participants, etc. 1-2 people, tell them they’ll be quoted in the PR.

get yourself out there in the old school way

● Second paragraph○ Background information on you○ History, services, mission, etc. Contact info.

● Have someone proof it before you send it. ○ If it’s not easy for your friend to read, then I most

likely won’t spend my time on it.

Press release get yourself out there in the old school way

● Sending it to me ○ Include a cover letter specific to - Dear Sarah

goes a long way. ○ Don’t make it an attachment. Include the text in

the body of the email. ○ Attach a picture. Print resolution (300dpi)○ Meet my deadline

■ don’t know what it is? ask. ○ Submit it only once. ○ I will contact you if I need anything else.

Invite us to stuff*

● We will write about it. Often before and after.

● Social media savvy writers will share it.

● People live through us and it also educates us.

*Except restaurant critics

Social media + Wikipedia● Social Media

○ Don’t get accounts unless you use it.

○ Google “How to use social media for business”

○ Hire someone● Wikipedia

○ don’t write about you or your product on Wikipedia.

Events

● Tweetups○ Twitter geeks unite○ Live tweeting

● Yelp Elite ○ The most active of Yelp ○ Gets you positive

reviews, social media attention

get people in the door

Image credits● Spear, Monika Ciapala for the Noun Project● Cheese, Edward Boatman for the Noun Project● Cheese grater business card, Gizmodo● Elevator Pitch for Katie, Marco Wessel, CC BY SA NC● Elevator, Chris Blakeley, CC BY NC ND 2.0● Cutting the Cheese, JD Hancock, CC BY 2.0● Albertson’s cheese department, 1955, Seattle Municipal Archives, CC BY 2.0● Message to the mail man, gajman, CC BY 2.0 ● telephone dial, Leo Reynolds, CC BY NC SA 2.0● Benziger foraging, Sarah Stierch, CC BY 2.0● Facebook Cheese, Morgan Davis, CC BY 2.0

Your not so secret weapon: marketing, media & getting the word out Sarah Stierch

Food+Drink Editor, Sonoma Valley Sunsarahstierch@gmail.comTwitter: @sarah_stierch