how to boost sales and investor leads€¦ · PR’s short & long term benefits Good PR can help...

how to boost salesand investor leads

© 2010, re:invention, inc., Proprietary and Confidential, 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


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


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


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


presentation overviewpresentation overview

• How to become notable and quotable– Positioning and messaging– Media relations– Social media– Executive spokesperson development

• Measurement• Q&A• Q&A


To become notable and quotable, you MUST:

Attract + Inform + InfluenceAttract + Inform + Influence


positioning and messagingpositioning and messaging


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


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


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.


company descriptionscompany descriptions


media relationsmedia relations


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


your media outreach strategyyour media outreach strategy

•• your outreach strategy your outreach strategy depends on:


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


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


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


free/low cost free/low cost media relations toolsmedia relations toolsmedia relations toolsmedia relations tools


social mediasocial media


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


prioritize, create value, gain insightprioritize, create value, gain insight

Prioritize and Prioritize and integrateintegrate

Create conversationsCreate conversations& content& content

Monitor and Monitor and measuremeasuremeasuremeasure


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


social media monitoring toolssocial media monitoring tools


executive spokespersonexecutive spokespersonexecutive spokesperson executive spokesperson developmentdevelopment


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:


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)


awardsawards


measurementmeasurement


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


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


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))


for more information about marketing for measurable results…

Kirsten OsolindRE:INVENTION, inc.www.reinventioninc.com

kirsten@reinventioninc [email protected]@kirstenohttp://www.linkedin.com/in/osolindp619.362.4411, ext. 711


how to boost sales and investor leads€¦ · PR’s short & long term benefits Good PR can help...

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