Jeanette Miller, Principal

jeanette@limelitepr.com

www.limelitepr.com

Blog: PRandMoms.blogspot

Presented by:

PR That Gets Moms Buzzing

What we do…

Cost effective programs so clients receive the most exposure for marketing budget.

Develop integrated PR campaigns that will generate brand awareness at a consumer level, which directly increases sales and maintains brand recognition.

Services…

Media relations Blogger outreach Influencer programs

My background…15 years of marketing & publicity

experience in lifestyle sector

Clients…

Favourite Quotes:

If you don’t know where you are going

how will you know when you’ve got there?

If you always do what you’ve always done,

you will always get what you’ve always gotten.

Who are we trying to reach

Today’s MomsControls 85% of household spending

Internet

E-newsletters

4 Magazines

Blogs, Video

TraditionalMedia

Media Habits USA80.5M moms

$2Trillion

Canadian9.2M moms3.9M moms

(kids under 18)

62% Cdn moms = 3.5Mage 25-34

Gen Y and Gen X

Word of MomRanks #1

UK is emerging

Trio of Generations

Gen Y1977-1994 /02Aged 18 to 32

Gen X1965-1976

Aged 31 to 44

Boomer1946 - 1964

Aged 43 to 63

Each Generation Uses Internet Differently

• Boomers Facebook, LinkedIn

• Gen X shopping, uploading

photos, review products • Gen Y reading blogs, participating

in online community of moms, creating and sharing their own videos

Source: The Parenting Group and NewMediaMetrics

Nobody likes a one way conversationNO MORE pushing content

NO MORE cookie-cutter PR campaigns

The Age of Engagement requires multiple points of contact from traditional PR, blogger

relations, influencer programs.

Conventional Media RelationsBest used for: • controversy• can be tied to a news

story• event publicity• new business launch • new product launch• seasonal angle• won an award• celebrity tie-in

Tools of the trade • press release(s)• press kit• hi-res photos• video ops• media list• samples

Challenge #1

Pitch your expertise; provide content to the media.

New Media: e-newsletters

approach to e-newslettersBest used for: • event listing• new product

launch• new business

launch

Tools of the trade • personal pitch• press release• press kit• hi-res photos• samples

Also consider:• ads• giveaways/contests• cross-promotions & sponsorships

Challenge #2:

Create cross-promotions that engage with their readers/your customers.

Blogger OutreachOnline Media Tours Best used for: • product reviews• event promotion• contests• sponsorships• scholarships

Tools of the trade

• Blogger list• Time to read• personal pitch demonstrating knowledge of blog focus & blogger• Samples

Mixers/Social EventBest used for:• preview clothing lines• Spa retreats• Product demo• Location enhances

brand experience

Challenges #3 and #4

Qualify and create a validation process: technorati rating, # of unique visitors,

system to answer and qualify.

Provide content bloggers can repost.

Influencer Programs

In-home Parties Nintendo & Cuisinart

• Party box (invites, snack recipes, samples)

Mom MixersMethod, Birth Fest, Mom Cafe

• Affiliation with like business

• In-store event

Product Sampling • Product kits that allow

moms to share with others

Mom Advisory Panels • System for distribution,

communication, feedback

When to use it: when goal is to get product/services into hands and become part of moms’ ecosystem.

Challenges #5 #6 #7

Make it easy for moms to share info about you.

Affiliation influence - partner with like businesses to conduct an impactful campaign.

Involve mom bloggers in influencer campaigns.

Define the opportunities in the next 30 days

See results in 90 days by rising to the challenges