how to boost sales and investor leads€¦ · pr’s short & long term benefits good pr can...
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how to boost salesand investor leads
© 2010, re:invention, inc., Proprietary and Confidential, Page 1 of 36
introductionsintroductions
• Kirsten Osolind – Founder and President of RE:INVENTION, inc.,
• Duke MBA with 18 years experience as corporate and early-stage company marketing and PR adviser
• Previous experience: Coke, P&G, WebMD, General Mills, Whole Foods Market, Genworth Financial, Vanguard Mortgage, Metropolitan Chicago a gua d o tgage, et opo ta C cagoHealthcare Council, Brightscope, Deal Current, Brickfish, Marcel Media, JAJAH, PhatNoise, more.F E t M i k ti l i t• Former Entrepreneur Magazine marketing columnist
© 2010, re:invention, inc., Proprietary and Confidential, Page 2 of 36
client media coverageclient media coverageEntrepreneur Magazine MSNBC Boston Herald Boston Business Journal Silicon Valley/San Jose Business Journal Houston Business Journal CNN Crains Chicago Business More Magazine First Business News Television Indianapolis Star Twin Cities Business Journal Star Tribune Chicago Sun Times St Paul Pioneer Press Chicago TribuneSt. Paul Pioneer Press Chicago Tribune Inc. Magazine Cincinnati Business Courier Worthwhile Magazine Fortune Magazine BusinessWeek Glamour DesignTechnica Luxist TheAutoChannel.com Edmunds.com The Hollywood Reporter.com USA Today ABC News eeTimes Toronto Star Health MagazinegNatural Health Magazine Detroit Free Press Detroit News PC Magazine Time Magazine Northwest Herald Daily Herald McHenry Business Journal Small Business Chicago FORUM Magazine The Northwest Community Times Newsweek Magazine PBS Network “Nightly Business Report” NPR Radio “Marketplace” New York Times Wall Street Journal Knight Ridder Advertising AgeKnight Ridder Advertising AgeTribune Information Services NPR’s “All Things Considered” Promo Magazine Marketing Medios MYM FOX News Channel AssociatedPress - NYC bureau AdWeek BrandWeek New York Metro Newspaper LA Opinion Newspaper All Chicago TV news stations Associated Press Parade Home Good Housekeeping American Babyp g yThe Washington Post HGTV – Smart Design Oprah Shape Magazine Forbes Chicago Social Pink Magazine Parenting Magazine First for Women Redbook MSN AOL News TechCrunch Scotsman Press Mortgage Daily News New York Times DMNews PR Week
© 2010, re:invention, inc., Proprietary and Confidential, Page 3 of 36
DMNews PR Week
client awards/speaking gigsclient awards/speaking gigs
In the past two years, RE:INVENTION Clients have been honored with:
RE:INVENTION has secured numerous client conference speaking gigs at:
• SDBJ’s Women Who Mean Business Award
• Fast Company's Most Influential
p g g g
• WOMMA• Mediapost• BIA/Kelsey• Fast Company s Most Influential
Women in Technology Award• International Stevie Awards• INC 5000 Awards
• BIA/Kelsey• Digital Hollywood• Search Marketing Summit• MIXX Expo
• A Forrester Groundswell Award• A Red Herring Award• An OMMA Award• A Summit Media Award
• IAB• BDI• PRNewswire
A Summit Media Award
© 2010, re:invention, inc., Proprietary and Confidential, Page 4 of 36
PR’s short & long term benefitsPR’s short & long term benefits
Good PR can help your company:
• Achieve world-class brand recognitionAchieve world class brand recognition• Win new clients or customer sales• Earn measurable media impressions• Increase search engine rankingsIncrease search engine rankings• Forge new distribution channels• Outclass the competition• Build word of mouth buzz• Build word of mouth buzz• Protect your public image during crisis
© 2010, re:invention, inc., Proprietary and Confidential, Page 5 of 36
presentation overviewpresentation overview
• How to become notable and quotable– Positioning and messaging– Media relations– Social media– Executive spokesperson development
• Measurement• Q&A• Q&A
© 2010, re:invention, inc., Proprietary and Confidential, Page 6 of 36
To become notable and quotable, you MUST:
Attract + Inform + InfluenceAttract + Inform + Influence
© 2010, re:invention, inc., Proprietary and Confidential, Page 7 of 36
positioning and messagingpositioning and messaging
© 2010, re:invention, inc., Proprietary and Confidential, Page 8 of 36
telling your storytelling your story
You get ONE chance to tell YOUR STORYYOUR STORY
If you don’t define YOUR STORYYOUR STORY, someone else will
This is the SINGLE MOST IMPORTANT ACTION ITEM SINGLE MOST IMPORTANT ACTION ITEM for any company
© 2010, re:invention, inc., Proprietary and Confidential, Page 9 of 36
the secrets of messagingthe secrets of messaging
BRAND MESSAGING vision/mission context
• First define brand vision • Create narratives narratives that • Create your elevator pitch elevator pitch
positioning
and mission • Next define brand identity• Then articulate your most
important offerings offerings for each audience
provide context• Provide proof points proof points for
how you deliver • Develop strategic strategic
anecdotes anecdotes and examples to bring your story to life
y ppand positioning statement
• It needs to be strategic, differentiated, and aspirational
• It will serve as the “boilerplate” for your g y yboilerplate for your company
• Circulate it among all employees
© 2010, re:invention, inc., Proprietary and Confidential, Page 10 of 36
leading company descriptionsleading company descriptionsCompany Positioning
Google’s innovative search t h l i t illi ftechnologies connect millions of people around the world withinformation each day.
YouTube is the most popular online p pvideo community allowing millions of people to discover, watch, and share originally-created videos.
Amazon is a Fortune 500Amazon is a Fortune 500 company…[that] offers Earth’s biggest selection…[and] seeks to be Earth’s most customer-centric companycompany.
© 2010, re:invention, inc., Proprietary and Confidential, Page 11 of 36
company descriptionscompany descriptions
© 2010, re:invention, inc., Proprietary and Confidential, Page 12 of 36
media relationsmedia relations
© 2010, re:invention, inc., Proprietary and Confidential, Page 13 of 36
media relationsmedia relations
•• REPORTERS REPORTERS receive bad pitches every day (and they aren’t afraid to blog/tweet about it)
•• RULES OF ENGAGEMENTRULES OF ENGAGEMENT
Sh (b h bl )• Show respect (be humble)• Read their coverage• Speak like a human being
•• REPORTERS vs. BLOGGERS REPORTERS vs. BLOGGERS – requires a different approach
© 2010, re:invention, inc., Proprietary and Confidential, Page 14 of 36
your media outreach strategyyour media outreach strategy
•• your outreach strategy your outreach strategy depends on:
© 2010, re:invention, inc., Proprietary and Confidential, Page 15 of 36
story ideas and story tellingstory ideas and story telling
+ + +
BE t t
+ + +
• BE a resourceresource to reporters
• The key is continuous dialogue continuous dialogue – stay top of mind
•• Build relationships Build relationships - they take time but they are worth it
• Remember relationships don’t replace the need to be newsworthynewsworthy
• Never underestimate the power of “the exclusivethe exclusive”Never underestimate the power of the exclusivethe exclusive
© 2010, re:invention, inc., Proprietary and Confidential, Page 16 of 36
press room/press kitspress room/press kits
• Mandatory page on your website to include:
Company backgrounder
Executive bios
Fact Sheets
Logos (high res JPEG, EPS)
VidVideos
Recent press releases
Recent media coverage
Message to media
Message to bloggers
© 2010, re:invention, inc., Proprietary and Confidential, Page 17 of 36
pitch like a propitch like a proUse short colorful phrases
“Speak in sound bites”
Speak up and slow down!
Be fearless, authentic, even controversial
Make a passionate appeal
Prepare, prepare, prepare
Memorize and know your facts
Target 3 “key messages” perTarget 3 key messages per interview
Remember YOU control the interview
Always try to share a “local take” on national trends
© 2010, re:invention, inc., Proprietary and Confidential, Page 18 of 36
free/low cost free/low cost media relations toolsmedia relations toolsmedia relations toolsmedia relations tools
© 2010, re:invention, inc., Proprietary and Confidential, Page 19 of 36
social mediasocial media
© 2010, re:invention, inc., Proprietary and Confidential, Page 20 of 36
How to Adoption
Maximize Social
(Low Engagement)
• Bookmarking• Tagging
• Adding to GroupSocial Media
Social (Highest Engagement)
• Adding Friends• Networking
Collaborative Filtering
(Medium Engagement)Attention • Networking• Promoting• Create Fan
Community
• Rating• Voting
• Commenting• Endorsing • Favoriting
&Reputation
Content Creation(High Engagement)
Bl i• Blogging• Fan Community
Participation• Create Mash-Up
• Podcasting/Vlogging
© 2010, re:invention, inc., Proprietary and Confidential, Page 21 of 36
prioritize, create value, gain insightprioritize, create value, gain insight
Prioritize and Prioritize and integrateintegrate
Create conversationsCreate conversations& content& content
Monitor and Monitor and measuremeasuremeasuremeasure
© 2010, re:invention, inc., Proprietary and Confidential, Page 22 of 36
blogger/blogger/tweeptweep relationsrelations•• BLOGGERS and TWEEPS, BLOGGERS and TWEEPS, like reporters, receive bad pitches every day
(and they aren’t afraid to blog/tweet about it)
•• REMEMBER YOUR POWER TOOLS REMEMBER YOUR POWER TOOLS
Forget pitching press releasesPractice the art of listening – READ their blog/tweetsPractice the art of listening – READ their blog/tweetsLink to their blog and retweet their tweetsPost comments on their blog before reaching out with meaningful contentSubmit their posts/articles/tweets to social networks and news aggregators such as digg and redditBuild relationships BEFORE you pitch your news/story
•• READ THE SOCIAL MEDIA MANIFESTOREAD THE SOCIAL MEDIA MANIFESTO
© 2010, re:invention, inc., Proprietary and Confidential, Page 23 of 36
social media monitoring toolssocial media monitoring tools
© 2010, re:invention, inc., Proprietary and Confidential, Page 24 of 36
executive spokespersonexecutive spokespersonexecutive spokesperson executive spokesperson developmentdevelopment
© 2010, re:invention, inc., Proprietary and Confidential, Page 25 of 36
© 2010, re:invention, inc., Proprietary and Confidential, Page 26 of 36
online identity PR toolsonline identity PR tools• 15secondpitch.com
• Profnet
• The Terrific Trifecta: (1) Podcasting/Video(2) e-newsletters (try Constant Contact)( ) ( y )(3) SEO-Press Releases (PRWEB, PitchEngine)
•
N R l f R i• Naymz.com, Rapleaf, Repvine.com
• GOOGLE Adsense (buy your keywords!)
• Bookmarking with:
© 2010, re:invention, inc., Proprietary and Confidential, Page 27 of 36
speaking engagementsspeaking engagements
• Community Organization Events
• Trade Conferences (Marketing Sherpa, AD:TECH, PRSA, WorldWIT)
C f bb ( f bb )• Confabb (www.confabb.com)
• Alumni Events
k• Speakers Bureaus
• National Speakers Association (NSA)
© 2010, re:invention, inc., Proprietary and Confidential, Page 28 of 36
awardsawards
© 2010, re:invention, inc., Proprietary and Confidential, Page 29 of 36
measurementmeasurement
© 2010, re:invention, inc., Proprietary and Confidential, Page 30 of 36
© 2010, re:invention, inc., Proprietary and Confidential, Page 31 of 36
measuring PR impactmeasuring PR impact
The Old Way: Impressions and Advertising ValueThe New Way: Exposure, Engagement, Influence, Action
exposure engagement influence action
• Change in • Change in • Change in • Change in perception
• Purchase consideration
• Likelihood to
behavior• Sales• Store/website visits
interaction• Repeat visitors• Duration/time spent
awareness• Share of voice• Search engine ranking
recommend • Other contacts• Subscriptions
© 2010, re:invention, inc., Proprietary and Confidential, Page 32 of 36
measuring media coveragemeasuring media coverage
•• QualitativeQualitative• Tone• Tone
• Key message pull-through
• Feature story vs. roundup vs. mention
•• QuantitativeQuantitative• Increase in leads
• Increase in web traffic
• Increase in sales
• Increase in investor inquiries
© 2010, re:invention, inc., Proprietary and Confidential, Page 33 of 36
© 2010, re:invention, inc., Proprietary and Confidential, Page 34 of 36
project project kickstartkickstart•• TodayToday
• Make a serious commitment to PR.• Review the press release template provided to you by Deal Current.
•• This MonthThis Month• Issue the press release.• Schedule a one-hour planning conference call with RE:INVENTION
•• This QuarterThis Quarter• Develop and execute a sound PR plan (consider hiring a
consultant/adviser like RE:INVENTION))
© 2010, re:invention, inc., Proprietary and Confidential, Page 35 of 36
for more information about marketing for measurable results…
Kirsten OsolindRE:INVENTION, inc.www.reinventioninc.com
kirsten@reinventioninc comkirsten@reinventioninc.com@kirstenohttp://www.linkedin.com/in/osolindp619.362.4411, ext. 711
© 2010, re:invention, inc., Proprietary and Confidential, Page 36 of 36
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