Fancy Food Show Part 1 Lisa Donoughe


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This is part 1 of 3 of a presentation given at the Fancy Foods Show, New York City, June 2008 on Narrowcasting and Interactive PR and Marketing for emerging food businesses. Features Lisa Donoughe from LAD communications, Lizzy Caston, and James Curry - the Editor in Chief of

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Fancy Food Show Part 1 Lisa Donoughe

  1. 1. JUNE 29, 2008 FANCY FOOD SHOW NEW YORK CITY Narrowcasting 101 On-line Marketing and Public Relations Fundamentals
  2. 2. Outline <ul><li>Lisa Donoughe, LAD comm </li></ul><ul><ul><li>New Media Means New Thinking </li></ul></ul><ul><li>Lizzy Caston, LAD comm </li></ul><ul><ul><li>Let’s Get Technical </li></ul></ul><ul><li>James Cury, Executive Editor, </li></ul><ul><ul><li>Real World Examples Of Cutting Through The Editorial Clutter </li></ul></ul>
  3. 4. What has Changed? <ul><li>Everything. </li></ul><ul><li>With the Internet comes transparency. </li></ul><ul><li>Brands and companies no longer have monologues with their customers. </li></ul><ul><li>Today’s marketing world is about a dialogue in which you need to engage your customers in order to see loyalty and growth. </li></ul><ul><li>Locality and distribution are no longer barriers to growing a powerful ‘global micro brand’. </li></ul>
  4. 5. The Big Shift <ul><li>Then </li></ul><ul><ul><li>Trickle down effect, top to bottom marketing . Key gatekeepers at top. </li></ul></ul><ul><ul><li>Hit the key influencers or major media with great PR. Consumers discover your product and it generates sales. </li></ul></ul><ul><li>Now </li></ul><ul><ul><li>Horizontal world . Everyone is a citizen broadcaster-- via e-mails and blogs can become a “broadcaster” for your business. There are more outlets because blogs can have as much if not more influence than traditional media. </li></ul></ul>
  5. 6. Concept is About Return on Influence <ul><li>Big budgets have historically gotten the bang for the buck because more money meant reaching more eyeballs. </li></ul><ul><li>Today, the return on the investment can be measured in real time. </li></ul><ul><li>Did your last e-newsletter reach the right audience? What did they click on? Did it fuel sales? If not, you can issue a new version in two weeks tailored with different messages. </li></ul><ul><li>Return on investment is decreasing for traditional advertising. Broadcast TV and Cable showed a viewing decline of 13.9% and 14.4%. </li></ul><ul><li>Real value is to get word of mouth through viral marketing. </li></ul>
  6. 7. A Picture of America <ul><li>Cell phones 73% </li></ul><ul><li>Desktop computers 68% </li></ul><ul><li>Digital camera 55% </li></ul><ul><li>Video camera 43% </li></ul><ul><li>Laptop computer 30% </li></ul><ul><li>iPod or MP3 player 20% </li></ul><ul><li>Webcam 13% </li></ul><ul><li>PDA or Blackberry 11% </li></ul><ul><li>Source: Pew Internet & American Life Project, April 2006 </li></ul>
  7. 8. Facts About Internet Use <ul><li>79% of Americans use the Internet on a regular basis. </li></ul><ul><li>Out of American Internet users, 70% are online looking to purchase something. </li></ul><ul><li>Online media usage is increasing dramatically. </li></ul><ul><li>Many people now get their main news and entertainment online. </li></ul><ul><ul><li>Source: Harris Interactive Poll 2007 </li></ul></ul>
  8. 9. Today, You are Only as Visible as Your Google Ranking <ul><li>The most important thing to do today is to devise </li></ul><ul><li>a plan to become visible. </li></ul><ul><ul><li>Articles and quotes in stories will create links to your organization. </li></ul></ul><ul><ul><li>Spiders search for news and blogs. </li></ul></ul><ul><ul><li>Creating something to say, creates market leadership and visibility. </li></ul></ul>
  9. 10. New Media Means New Thinking <ul><li>Four Essential e-Marketing Principles </li></ul><ul><ul><li>Narrowcasting vs. Broadcasting </li></ul></ul><ul><ul><li>Pull vs. Push </li></ul></ul><ul><ul><li>Content is King </li></ul></ul><ul><ul><li>Real time means real results </li></ul></ul>
  10. 11. Narrowcasting <ul><li>Traditional Tools </li></ul><ul><ul><li>Broadcasting messages and promoting your brand to a wide audience via television and print advertising, and generating media coverage or editorial coverage when there is news. </li></ul></ul><ul><li>Today’s Tool Chest </li></ul><ul><ul><li>Content-driven marketing communicated directly to target markets using e-newsletters, videos, podcasts, blogging, etc. </li></ul></ul>
  11. 12. What is Narrowcasting? <ul><li>Narrowcasting is developing content specifically for one audience. </li></ul><ul><li>Key difference is that the messages and content is developed for a specific user in mind and how s/he uses that content. </li></ul><ul><li>This is not one size fits all. </li></ul><ul><li>Applies to all that you do -- business to business; segments of consumers as well as communicating to media. </li></ul>
  12. 13. Questions to Ask <ul><li>Need to understand how your target audience interacts with content. </li></ul><ul><li>Do they download podcasts and go running? </li></ul><ul><li>Do they have Apple TV? </li></ul><ul><li>Do they read your e-newsletters? </li></ul>
  13. 14. Pull vs. Push Don’t Become Spam! <ul><li>E-mail marketing can work but it takes a lot of time to manage lists and keep database current. </li></ul><ul><li>New way to build on-line community is to use RSS or syndication feeds. </li></ul><ul><li>These allow people to visit your site and sign up to feeds, when new content is uploaded, they receive the new content. </li></ul><ul><li>Most important is that the people who have signed up for the RSS feed and/or your e-newsletter are prequalified because you know they want to hear from you. </li></ul>
  14. 15. The Anti-PR PR Campaign <ul><li>Brasa Restaurant, Seattle, WA </li></ul><ul><ul><li>Create something with your genuine passion. </li></ul></ul><ul><ul><li>Launched a blog - </li></ul></ul><ul><ul><li>Viral marketing, no traditional PR. </li></ul></ul><ul><ul><li>Not one e-mail sent to media about the blog. </li></ul></ul><ul><ul><li>More publicity than the restaurant has received in 5 years -- since opening! </li></ul></ul><ul><ul><li>Result! Cover of The New York Times Dining section. </li></ul></ul>
  15. 16. Brasa Restaurant, Seattle
  16. 17. Content is King <ul><li>Educate, don’t promote. </li></ul><ul><li>Use your expertise. </li></ul><ul><li>Will’s Wide Guide, Southpark Restaurant </li></ul><ul><li>Provide a new service that sets you apart. </li></ul><ul><ul><li>Travel Portland got behind this program and included information in their quarterly media e-newsletter than goes out to 5,000 writers. (this was free!) </li></ul></ul><ul><ul><li>Word of Mouth has been tremendous among the industry and tourists for this program. </li></ul></ul>
  17. 18. Will’s Wine Guide
  18. 19. Say Goodbye to Tightly-Woven Messaging <ul><li>Today’s savvy PR campaigns are more about the real story and less about well-crafted, on-message campaigns. </li></ul><ul><li>These are not highly polished video news releases or sleek teleconferences, and Lizzy will show you how to work this into your eMarketing campaigns with blogs and podcasts. </li></ul>
  19. 20. Real Time Means Real Results <ul><li>Honey Ridge Farms Balsamic Vinegar launch </li></ul><ul><ul><li>Product sample requests in 3 minutes from e-mailed news release </li></ul></ul><ul><ul><ul><li>Gourmet </li></ul></ul></ul><ul><ul><ul><li>Food & Wine </li></ul></ul></ul><ul><ul><ul><li>Sunset </li></ul></ul></ul>
  20. 21. Public Real -ations <ul><li>Keep it real. </li></ul><ul><li>Don’t waste anyone’s time. </li></ul><ul><li>Figure out a strategy to make sure you are not SPAM! </li></ul><ul><li>E-mail, short ideas to key targets. </li></ul><ul><li>Invite them into your business for an experience , don’t sell. </li></ul><ul><li>Be a great resource. </li></ul><ul><li>Build a relationship (in person and online). </li></ul>
  21. 22. Thank You. <ul><li>Lisa Donoughe </li></ul><ul><li>503-827-6564 </li></ul><ul><li>or </li></ul><ul><li>212-924-5384 </li></ul><ul><li>[email_address] </li></ul><ul><li>Happy to answer any questions. </li></ul>