KAIZEN

LET’S TALK ICE CREAM

KAIZEN WE SHARE THIS OFFICE

KAIZEN

•  [Journalist]

ONE DAY, A JOURNALISTJOINED

KAIZEN MY REACTION

KAIZEN “ERM, WHAT U WORKING ON?”

KAIZEN

“OH, A STORY ON ‘HEALTHY’ ICE CREAM”

KAIZEN

KAIZEN 30 MIN LATER

KAIZEN 1 HOUR LATER

KAIZEN 3 HOURS LATER..

KAIZEN 3 X ICE CREAM DELIVERIES TURN UP

KAIZEN THIS BLEW ME AWAY FOR 2 REASONS

KAIZEN

I ATE SO MUCH ICE CREAM THAT DAY

#1

KAIZEN

REALISED THAT I NEEDED TO STEP OUR GAME UP

#2

KAIZEN

THIS WAS REAL OUTREACH

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

I DECIDED TO GO ON A JOURNEY

KAIZEN

TO BECOME A KUNG FU PANDA PR MASTER

KAIZEN

How Learning PR Tactics Made Me Awesome at Content Marketing

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

DOWNLOAD THESE SLIDES:!KAIZENSEARCH.CO.UK/SEARCHLONDON2015/

KAIZEN MEET THE PR GUYS

KAIZEN

“PR & Marketing is no longer about the stuff that you make but about the stories you tell.” – Seth Godin

KAIZEN

PR’S HAVE FOCUS

KAIZEN

SEO’S ARE OBSESSED WITH

SCALE

KAIZEN MONTY THE PENGUIN

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

THE HERO CONTENT – THE TV AD

KAIZEN

+ 100 MORE HOMEPAGE REFERRING DOMAINS

SUPPORTING MICRO-SITE

KAIZEN

PICTURE BOOK

KAIZEN

SMARTPHONE APP

KAIZEN

AWESOME JOURNALIST OUTREACH

KAIZEN

CUTE TOYS

KAIZEN

#MONTYSELFIE

KAIZEN

#MONTYSELFIE

KAIZEN

Monty the Penguin

Campaign Budget

£7m

KAIZEN

Our Average Budget

£4k

KAIZEN

KAIZEN

HUGE Idea

1 But, think of the principle

KAIZEN

Executions

Multiple

KAIZEN

Link Opportunities

Multiple

KAIZEN

Risk

Minimises

KAIZEN

Success

Maximises

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 OUR VERSION

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

COVERAGE WE’VE EARNT WITH THIS APPROACH

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

FACT-FINDING

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

DECIDING YOUR TOPICS & THEMES

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

B) MAKE A LIST OF UPCOMING ‘TRENDS’

https://www.daysoftheyear.com/

KAIZEN

INSTALL SCRAPER FOR CHROME

CLICK ME

Scraper for Chrome - http://bit.ly/LXBbSI

KAIZEN

EXPORT TO GOOGLE DOCS

CLICK ME

Scraper for Chrome - http://bit.ly/LXBbSI

KAIZEN

WHO ARE YOU GOING TO GET LINKS FROM?

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 site:dailymail.co.uk intitle:"Infographic” + "Insurance"

KAIZEN

AND HERE’S YOUR KEY PUBLICATIONS LIST

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

IDEA GENERATION

KAIZEN

“How Do You Come Up With a ‘Good’ Idea?”

KAIZEN

You Need

Shit Ideas First

0 10

KAIZEN

0: 1 10 PRINCIPAL

KAIZEN

6-3-5 Brainwriting 108 Ideas in 30 Minutes

KAIZEN

6 People

KAIZEN

3 Ideas Each

KAIZEN

5 Minutes

KAIZEN

✕ No Talking Allowed

KAIZEN

WHAT IT LOOKS LIKE

KAIZEN

YOUR IDEA NEEDS TO HAVE AT LEAST 3 OF THESE

WHICH IDEA IS THE BEST?

KAIZEN •  Social •  Emotional •  Practical

KAIZEN

PRODUCTION

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

PULLING TOGETHER THE SURVEY

KAIZEN

1000 RESPONSES FOR 1 QUESTION =£65

SURVEY

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

•  TOOL

TOOL

KAIZEN INFOGRAPHIC

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

REAL-WORLD OUTREACH

KAIZEN MAKE A BOOK http://www.blurb.com/

KAIZEN

KAIZEN

OUTREACH

KAIZEN

GO BACK TO YOUR KEY PUBLICATIONS LIST

KAIZEN

NOW, CALL THEM

KAIZEN

WHAT’S THE HOOK?

1.  Seasonal Event or Occasion 2.  New Trend 3.  Statistics 4.  It’s Bigger & Better

KAIZEN

REPEAT X 10

KAIZEN

TOOLS

KAIZEN

http://www.responsesource.com/

KAIZEN

FILTER #JOURNOREQUEST #PRREQUEST WITH YOUR SECTOR

KAIZEN

AGENCY? USE A MEDIA DATABASE

http://www.featuresexec.com/

http://www.cision.com/

KAIZEN

INCREASE YOUR CHANCES

1.  Offer as an Exclusive 2.  Create a Supporting ‘Media Alert’

3.  At Least 3 x Follow Ups

KAIZEN

JOB DONE

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

1 HUGE Idea

Multiple Content Pieces

Multiple Link Opps.

Minimises Risk

Maximises Success

KAIZEN

Thank You!!!!Get in Touch:@petecampbell"pete@kaizensearch.co.uk"http://www.kaizensearch.co.uk/

DOWNLOAD THESE SLIDES:!KAIZENSEARCH.CO.UK/SEARCHLONDON2015/