Champagne Marketing on a Beer Budget

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Smartmarketing Communications, Inc. New York. New Mexico. North Carolina 516.222.0236 505.293.3553 www.smartmarketingcommunicationsgroup.com Champagne Marketing on A Beer Budget

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Transcript of Champagne Marketing on a Beer Budget

Page 1: Champagne Marketing on a Beer Budget

Smartmarketing Communications, Inc.

New York. New Mexico. North Carolina

516.222.0236

505.293.3553

www.smartmarketingcommunicationsgroup.com

Champagne Marketingon A Beer Budget

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Who is Lucy Rosen?

President of SmartMarketing Communications, Inc. a leading strategic marketing and public relations firm based in Garden City, NY

Founder and president of Women on The Fast Track, an international organization for business women

A successful entrepreneur with more than 23 years of public relations and marketing experience

A mentor and member of the United States Small Business Administration Advisory Services department for women in business program

Taught for the American Women’s Economic Development Corporation, teaching women how to succeed in business

A developing member of the New York City Comptroller Department of Economic Task Force for women

Serves on the Board of Directors of the United States Women's Chamber of Commerce, LI Chapter

Co-authored a series of business booklets for entrepreneurs

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Who is Lucy Rosen? (continued)

• Quoted extensively in both business and women’s publications• Speaks frequently about various business topics at national meetings of leading

organizations around the country.• In 1998, Lucy was named one of Long Island’s “Top 40 under 40” by Long Island

Business News • In 2002, 2003 and 2005, she was named one of the “Top 50 Women on Long Island”

by Long Island Business News• In 1989, she was awarded the Volunteer of the Year by The Partnership for The

Homeless, the country’s largest Interfaith organization serving the homeless population

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Questions You Need Answers to:

Who do you want to reach?

Who is your target market?

What do you want to tell them?

What do you need to tell them?

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Marketing Options

Public Relations

Graphic Design Materials

Special Events or Promotions

Advertising

Your image, message and theme must be consistent andCreate a familiarity and awareness of your company

Whatever you do, it has to work together

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Public Relations

Informs & Influences Communicates with your target market Brings your name and your company name before the people you want to reach

Press Conferences Press Parties Open Houses Grand Openings News Releases Radio & Television Talk Shows Promotional Materials Brochures Seminars Special Events

and more…

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Public Relations (continued)

Enhance your image & increases your business All about image & relations-

Peer Relations Community Relations Employee Relations & Relationships

There is no limit!What effort will you exert? What are your budgets?

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Special Events

Enhance your public image

Heighten your profile in the marketplace Seminars Workshops Fundraising benefits Etc…

Be “out and about”

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Creative Graphic Design

• Creative Graphic Communications – Market your image & make a statement

• Develop a Logo & Collateral Materials that reflect your image, message & theme• Letterhead, business cards, direct mail materials, print ads, brochures and more…

• Colors, paper, style – Together represent a statement to your market

• Work with a professional & get it right the first time• Designer• Agency• Local Printer

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Marketing Through Yourself

The public’s perception of who you are Your personal image The image of your business The way you present yourself The way your phone is answered The people you have working for you

Probably the most important piece of marketing

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Networking

The SmartMarketing Communications Process of Growing long term relationships and contacts Positioning yourself with like-minded people Broadcasting loud & clear what you do and what you can help others do Being known as a problem solver

A Business Strategy Learn to use people professionally & ethically Volunteer yourself to be used professionally & ethically

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Networks & Networking

Networks are support systems of mutually beneficial relationships

Essential for business success: Building & maintaining effective networks Creating strategic alliances

Not-for-Profit Networking Provides Business opportunities, ideas, resources & contacts

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Media Coverage

Everyone wants it…

Why should the media be interested in your company???

What is unique & exceptional???

What's the angle???

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Media Coverage

Raise peoples awareness – use a press release! Who you are & What you have to offer

Is it really news? Editors are only interested in timely news

News is New information - on a product, service or event Recent happenings – good or bad Previously unpublished data

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Press Release

3 inches from top of page, wide margins & double space Current date in upper right, release date in left margin Name/number of contact person End with ###FOR IMMEDIATE RELEASE:Contact: Lucy Rosen505-293-3553

SmartMarketing Communications Hires Director of Public RelationsAlbuquerque, NM. March 2011 — SmartMarketing Communications, Inc., a marketing, public relations and business development firm with offices in New York, North Carolina and New Mexico, has announced that Christina Eyuboglu has recently joined the SmartMarketing Communications, Inc as a Director of Public Relations.

Prior to joining SmartMarketing Communications, Inc., Christina was a part of the New York office of ABI Marketing Public Relations. As a Global Account Manager at ABI, Christina led several high-profile B2B accounts and directed a multi-national team of account and creative associates from the Americas, Asia and Europe. Christina was directly responsible for managing some of the largest accounts at the agency including; Eastman Chemical Company, Zip-Pak, a division of Illinois Tool Works (ITW) and Qinetq North America, formally Foster-Miller- the brain child behind Velcro.

At SmartMarketing Communications, Inc., Christina is responsible for working closely with clients and media outlets to ensure proper and consistent press coverage. She is also responsible for many aspects of account management including media relations. ###ABOUT SmartMarketing Communications, Inc. SmartMarketing Communications, Inc.is a full-service marketing, public relations, advertising and business development firm with offices in New York, North Carolina and New Mexico, New York. Founded by Lucy Rosen in 1986, the firm offers a wide variety of services to businesses, entrepreneurs and not-for-profit organizations, including branding, business image enhancement, community awareness campaigns and strategic marketing/publicity programs. Current clients include LifeROOTS, Premier Wealth Management Group, Collins, McDonald and Gann P.C., Hospice Care Network and more. For more information, visit www.smartmarketingcommunications.com or call (516) 222-0236 or (505)293-3553.

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Press Release (continued)

Keep it short – one page optimal, two is max

State facts, not opinions

First paragraph – who, what, where, why and when

Second paragraph goes more in depth

Include a short, handwritten note

Include a photograph with caption! Always.

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Press Release (continued)

Getting a reporter to respond…

Find a reporter who believes in your cause

Start a file on similar articles – get to know what reporters like to write about

If they just did a similar story – maybe they will do a follow up

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Press Kit

What should go into a press kit?

A Press Release

Background information About the person you are highlighting/association you are pitching A photograph if applicable

Other articles that have appeared

A Personal cover letter “Enclosed is the information you requested I will call you next week to discuss if

you need additional information”

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Press Kit (continued)

Call the media outlet first If you send it to the wrong person it will never get to the right one & you won’t

have the opportunity to connect and introduce yourself

Follow up in a timely manner

Be prepared to: Pitch the story – Quickly! Resend materials Possibly not get any response at all

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Radio & TV

The Best Guests: Entrepreneurs – perky & self assured Authors – confidence & passion Winners – humble and thankful Hero’s – audiences need heroes

The Worst Guests Members of Not-for-Profit Groups – they will talk about next Tuesdays bake sale

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Contact the Producer

This is your next step once you’ve decided you are a newsworthy talk show guest

Know the name of the producer before you call - You can call and ask if you don’t

Talk to the producer – they decide if you will appear on the show

Get the name of an assistant producer to use as a standby

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Contact the Producer (continued)

During your call with the producer Brief and to the point is key Identify yourself & your intentions Offer some good reasons why you should be considered a guest on the show

Don’t expect to close the deal the first time on the phone If you are asked to send information and told that someone will get back to you –

you are in the running

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Contact the Producer (continued)

Don’t try to over impress

Don’t lie

Don’t exaggerate

If the answer is no - don’t ask them to recommend another show

If you get interest from a producer you’ll need to get together a media kit

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Media Kit

A Press Release

Biography of the person that is going to be interviewed, etc…

Reprints of articles you have written

A list of other media appearances

A picture of the potential guest

A cover letter mentioning immediately that you are sending information at the request of the producer

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Contact the Producer

Expect a time lag of 6-8 weeks between your first conversation with a producer and the actual interview

Don’t get discouraged

After 8 weeks continue to stay in touch – provide updated materials

Be persistent without being a pest!

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Contact the Producer (continued)

Four Questions You Should Never Ask:

How much time will I have?

What should I say?

How should I act?

What is the station wattage?

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The Audience

Get to know them – listen or watch

Know their average age or age range as well as their educational level

Tailor your information to fit the audience

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Appearance

• You want to dress effectively & comfortably

• Lights are the biggest challenge – no wool or sweaters

• Males – buy the longest pair of socks you can find, unbutton your jackets & sit on the tails of your coat

• Women – do not wear jangle jewelry or sparkly jewelry

• Avoid shiny fabrics & herringbone – it comes to life

• Do not wear all black & white – you will blend into the background

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Promote Your Appearance in Advance

You want to reach as many people as possible

A listing in a local paper can attract dozens of listeners to tune in

If you are addressing any group before the interview, tell them

Mention the interview in your monthly newsletter

Prime the pump for call in shows – get people to call in and ask questions, give them questions to ask

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Pre-Interview Checklist

Show up – early – 20 minutes

If you want a copy of the interview, arrange it in advance

On the radio – bring a blank tape, ask the studio engineer if he/she can do it for you

Always bring a set of the material with you

Be prepared to sign a guest release

Promote your appearance in advance

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Everyone Needs a Little Media Training

If you’re not appearing, but it is your job to get your boss on the air – you have to be sure your boss will be a good interview

The two biggest questions which you should know the answers to are:

What will you/he/she say?

How will you/he/she/act

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Everyone Needs a Little Media Training (continued)

Be yourself

Pace yourself

Speak in least common denominators

Avoid yes and no answers

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For Further Information

Contact:Lucy Rosen, President

SmartMarketing Communications, Inc.(505)293-3553

[email protected] www.smartmarketingcommunications.com