Putting It AboutBarefoot MediaMonday 21st November 2011
Who we are  Jim Michell      Ellie Michell      Sam Lynas        Caragh O’DonnellManaging Partner      Partner      Accoun...
What we doAward-winning content-led marketing campaigns
What we doAward-winning content-led marketing campaigns• Public Relations
What we doAward-winning content-led marketing campaigns• Public Relations• Websites
What we doAward-winning content-led marketing campaigns• Public Relations• Websites• Email marketing
What we doAward-winning content-led marketing campaigns• Public Relations• Websites• Email marketing• Social media marketing
Who we work with
How to make shows   work for you
How to make shows      work for you1. Have a plan
How to make shows      work for you1. Have a plan2. Choose your tools
How to make shows      work for you1. Have a plan2. Choose your tools3. Spread the word
Plan
Why are you here?
Why are you here?
More than just sales
More than just sales• Launch new products
More than just sales• Launch new products• New branding, website
More than just sales• Launch new products• New branding, website• Media contacts
More than just sales• Launch new products• New branding, website• Media contacts• Face to face feedback
More than just sales• Launch new products• New branding, website• Media contacts• Face to face feedback• Product demonstra...
More than just sales• Launch new products• New branding, website• Media contacts• Face to face feedback• Product demonstra...
More than just sales• Launch new products• New branding, website• Media contacts• Face to face feedback• Product demonstra...
Know what you want to      achieve
Know what you want to       achieve• Set clear objectives
Know what you want to       achieve• Set clear objectives• Quantifiable goals
Know what you want to       achieve• Set clear objectives• Quantifiable goals• Have a strategy
Know what you want to       achieve• Set clear objectives• Quantifiable goals• Have a strategy• Don’t try and do everything
Tools
A content-led approach                  PR                           Data       Print              capture               W...
Website• Your most important marketing asset• Drive traffic there• Data capture• Information• E-commerce
Public Relations
Public Relations• What’s new?
Public Relations• What’s new?• Why are you different?
Public Relations• What’s new?• Why are you different?• Interviews
Public Relations• What’s new?• Why are you different?• Interviews• Research the publication you are pitching to
Public Relations• What’s new?• Why are you different?• Interviews• Research the publication you are pitching to• Liaise wi...
PR - plan ahead
PR - plan ahead• Write a press release
PR - plan ahead• Write a press release• Be prepared - info, product
PR - plan ahead• Write a press release• Be prepared - info, product• Photos - high resolution images
PR - plan ahead• Write a press release• Be prepared - info, product• Photos - high resolution images• Video - online
PR - lead times
PR - lead times• Online: bloggers, online news outlets
PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead
PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead• Newspapers:
PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead• Newspapers:  • Dailies - call e...
PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead• Newspapers:  • Dailies - call e...
PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead• Newspapers:  • Dailies - call e...
Email marketing
Email marketing• Build your email list - incentives, competitions.
Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.
Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.• Drive traffic to yo...
Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.• Drive traffic to yo...
Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.• Drive traffic to yo...
Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.• Drive traffic to yo...
Print
Print• Feedback
Print• Feedback• Data capture
Print• Feedback• Data capture• QR codes
Print• Feedback• Data capture• QR codes• Call to action
Social media:which platform?
Twitter• 100 million active users• Half of users signing in at least once a day• 55% access Twitter via mobile• What makes...
Facebook• 800 million users worldwide• Grown by 200 million users in 2011• Average user has 130 friends and is  connected ...
Good for business“A 2011 study by the National RestaurantAssociation (USA) confirms that consumerswho use social media, inc...
Spread the word:what can you do?
It’s competitive
What’s your story?
What’s your story?What’s new?
What’s your story?What’s new?What makes you special?
What’s your story?What’s new?What makes you special?Why are you different?
What’s your story?What’s new?What makes you special?Why are you different?Who cares? - be useful, be interesting, don’t gi...
Chefs
Chefs - before
Chefs - before• Are these regular appearances? If so, add an  events page to your website.
Chefs - before• Are these regular appearances? If so, add an  events page to your website.• Promote appearance through soc...
Chefs - before• Are these regular appearances? If so, add an  events page to your website.• Promote appearance through soc...
Chefs - before• Are these regular appearances? If so, add an  events page to your website.• Promote appearance through soc...
Chefs - during
Chefs - during• Hand out recipe cards of what you’re making with  links to restaurant website and social media platforms.
Chefs - during• Hand out recipe cards of what you’re making with  links to restaurant website and social media platforms.•...
Chefs - during• Hand out recipe cards of what you’re making with  links to restaurant website and social media platforms.•...
Chefs - during• Hand out recipe cards of what you’re making with  links to restaurant website and social media platforms.•...
Chefs - during• Hand out recipe cards of what you’re making with  links to restaurant website and social media platforms.•...
Chefs - after
Chefs - after• Post photos to Facebook
Chefs - after• Post photos to Facebook• Pay close attention to feedback on social  networking sites.
Chefs - after• Post photos to Facebook• Pay close attention to feedback on social  networking sites.• Push demonstration o...
Chefs - after• Post photos to Facebook• Pay close attention to feedback on social  networking sites.• Push demonstration o...
Food Producers
Food Producers - before
Food Producers - before•   What’s special? New branding? New logos?
Food Producers - before•   What’s special? New branding? New logos?•   Social media - promote. Speak to fellow food    pro...
Food Producers - before•   What’s special? New branding? New logos?•   Social media - promote. Speak to fellow food    pro...
Food Producers - before•   What’s special? New branding? New logos?•   Social media - promote. Speak to fellow food    pro...
Food Producers - before•   What’s special? New branding? New logos?•   Social media - promote. Speak to fellow food    pro...
Food Producers - before•   What’s special? New branding? New logos?•   Social media - promote. Speak to fellow food    pro...
Food Producers - before•   What’s special? New branding? New logos?•   Social media - promote. Speak to fellow food    pro...
Food Producers - during
Food Producers - during•   Make sure you have name and sign up forms on your stand.
Food Producers - during•   Make sure you have name and sign up forms on your stand.•   Be useful. If there is a hashtag fo...
Food Producers - during•   Make sure you have name and sign up forms on your stand.•   Be useful. If there is a hashtag fo...
Food Producers - during•   Make sure you have name and sign up forms on your stand.•   Be useful. If there is a hashtag fo...
Food Producers - during•   Make sure you have name and sign up forms on your stand.•   Be useful. If there is a hashtag fo...
Food Producers - during•   Make sure you have name and sign up forms on your stand.•   Be useful. If there is a hashtag fo...
Food Producers - during•   Make sure you have name and sign up forms on your stand.•   Be useful. If there is a hashtag fo...
Food producers - after
Food producers - after• Feedback
Food producers - after• Feedback• Photos
Food producers - after• Feedback• Photos• Email out
Food producers - after• Feedback• Photos• Email out• Follow up press release
Food producers - after• Feedback• Photos• Email out• Follow up press release• Social media updates
Food producers - after• Feedback• Photos• Email out• Follow up press release• Social media updates• Promote reviews writte...
Q&A
For more informationPhone: 01208 895089Email: jim@barefootmedia.co.ukTwitter: @barefootmediaWebsite: barefootmedia.co.uk
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How to . . . put it about

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Multi-award winning PR company Barefoot Media explains how to make shows, fairs and markets work harder for your business, with ideas that cost little but can make you lots. Top tips on getting the word out there and making and using contacts, with special emphasis on social media.

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  • How to . . . put it about

    1. 1. Putting It AboutBarefoot MediaMonday 21st November 2011
    2. 2. Who we are Jim Michell Ellie Michell Sam Lynas Caragh O’DonnellManaging Partner Partner Account Executive Intern
    3. 3. What we doAward-winning content-led marketing campaigns
    4. 4. What we doAward-winning content-led marketing campaigns• Public Relations
    5. 5. What we doAward-winning content-led marketing campaigns• Public Relations• Websites
    6. 6. What we doAward-winning content-led marketing campaigns• Public Relations• Websites• Email marketing
    7. 7. What we doAward-winning content-led marketing campaigns• Public Relations• Websites• Email marketing• Social media marketing
    8. 8. Who we work with
    9. 9. How to make shows work for you
    10. 10. How to make shows work for you1. Have a plan
    11. 11. How to make shows work for you1. Have a plan2. Choose your tools
    12. 12. How to make shows work for you1. Have a plan2. Choose your tools3. Spread the word
    13. 13. Plan
    14. 14. Why are you here?
    15. 15. Why are you here?
    16. 16. More than just sales
    17. 17. More than just sales• Launch new products
    18. 18. More than just sales• Launch new products• New branding, website
    19. 19. More than just sales• Launch new products• New branding, website• Media contacts
    20. 20. More than just sales• Launch new products• New branding, website• Media contacts• Face to face feedback
    21. 21. More than just sales• Launch new products• New branding, website• Media contacts• Face to face feedback• Product demonstrations/samples
    22. 22. More than just sales• Launch new products• New branding, website• Media contacts• Face to face feedback• Product demonstrations/samples• New customers
    23. 23. More than just sales• Launch new products• New branding, website• Media contacts• Face to face feedback• Product demonstrations/samples• New customers• Gather data
    24. 24. Know what you want to achieve
    25. 25. Know what you want to achieve• Set clear objectives
    26. 26. Know what you want to achieve• Set clear objectives• Quantifiable goals
    27. 27. Know what you want to achieve• Set clear objectives• Quantifiable goals• Have a strategy
    28. 28. Know what you want to achieve• Set clear objectives• Quantifiable goals• Have a strategy• Don’t try and do everything
    29. 29. Tools
    30. 30. A content-led approach PR Data Print capture Website Social Email Media marketing Media Competitions coverage Blogs
    31. 31. Website• Your most important marketing asset• Drive traffic there• Data capture• Information• E-commerce
    32. 32. Public Relations
    33. 33. Public Relations• What’s new?
    34. 34. Public Relations• What’s new?• Why are you different?
    35. 35. Public Relations• What’s new?• Why are you different?• Interviews
    36. 36. Public Relations• What’s new?• Why are you different?• Interviews• Research the publication you are pitching to
    37. 37. Public Relations• What’s new?• Why are you different?• Interviews• Research the publication you are pitching to• Liaise with event organisers
    38. 38. PR - plan ahead
    39. 39. PR - plan ahead• Write a press release
    40. 40. PR - plan ahead• Write a press release• Be prepared - info, product
    41. 41. PR - plan ahead• Write a press release• Be prepared - info, product• Photos - high resolution images
    42. 42. PR - plan ahead• Write a press release• Be prepared - info, product• Photos - high resolution images• Video - online
    43. 43. PR - lead times
    44. 44. PR - lead times• Online: bloggers, online news outlets
    45. 45. PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead
    46. 46. PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead• Newspapers:
    47. 47. PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead• Newspapers: • Dailies - call early
    48. 48. PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead• Newspapers: • Dailies - call early • Weeklies - on sale day
    49. 49. PR - lead times• Online: bloggers, online news outlets• Magazines: up to six months ahead• Newspapers: • Dailies - call early • Weeklies - on sale day• Broadcast: rolling, but plan ahead
    50. 50. Email marketing
    51. 51. Email marketing• Build your email list - incentives, competitions.
    52. 52. Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.
    53. 53. Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.• Drive traffic to your website.
    54. 54. Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.• Drive traffic to your website.• Analyse data & segment. Who are your best customers?
    55. 55. Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.• Drive traffic to your website.• Analyse data & segment. Who are your best customers?• Check legal restrictions
    56. 56. Email marketing• Build your email list - incentives, competitions.• Let people know where you will be.• Drive traffic to your website.• Analyse data & segment. Who are your best customers?• Check legal restrictions• Mobile
    57. 57. Print
    58. 58. Print• Feedback
    59. 59. Print• Feedback• Data capture
    60. 60. Print• Feedback• Data capture• QR codes
    61. 61. Print• Feedback• Data capture• QR codes• Call to action
    62. 62. Social media:which platform?
    63. 63. Twitter• 100 million active users• Half of users signing in at least once a day• 55% access Twitter via mobile• What makes people retweet? • 92% interesting content • 84% humour • 66% personal connection
    64. 64. Facebook• 800 million users worldwide• Grown by 200 million users in 2011• Average user has 130 friends and is connected to 80 pages, events or groups.• 3.5 billion pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook
    65. 65. Good for business“A 2011 study by the National RestaurantAssociation (USA) confirms that consumerswho use social media, including apps,Twitter, Facebook, Foursquare and more, notonly dine out more, but are more likely tobecome return customers.”
    66. 66. Spread the word:what can you do?
    67. 67. It’s competitive
    68. 68. What’s your story?
    69. 69. What’s your story?What’s new?
    70. 70. What’s your story?What’s new?What makes you special?
    71. 71. What’s your story?What’s new?What makes you special?Why are you different?
    72. 72. What’s your story?What’s new?What makes you special?Why are you different?Who cares? - be useful, be interesting, don’t givethe hard sell
    73. 73. Chefs
    74. 74. Chefs - before
    75. 75. Chefs - before• Are these regular appearances? If so, add an events page to your website.
    76. 76. Chefs - before• Are these regular appearances? If so, add an events page to your website.• Promote appearance through social media platforms.
    77. 77. Chefs - before• Are these regular appearances? If so, add an events page to your website.• Promote appearance through social media platforms.• Do the organisers need a spokesperson?
    78. 78. Chefs - before• Are these regular appearances? If so, add an events page to your website.• Promote appearance through social media platforms.• Do the organisers need a spokesperson?• Are you doing lots of demonstrations? Is it worth getting banners made?
    79. 79. Chefs - during
    80. 80. Chefs - during• Hand out recipe cards of what you’re making with links to restaurant website and social media platforms.
    81. 81. Chefs - during• Hand out recipe cards of what you’re making with links to restaurant website and social media platforms.• Sign up details - name & address. Anybody who signs up enters draw to win meal for two.
    82. 82. Chefs - during• Hand out recipe cards of what you’re making with links to restaurant website and social media platforms.• Sign up details - name & address. Anybody who signs up enters draw to win meal for two.• Basics: use seasonal, affordable, locally sourced ingredients.
    83. 83. Chefs - during• Hand out recipe cards of what you’re making with links to restaurant website and social media platforms.• Sign up details - name & address. Anybody who signs up enters draw to win meal for two.• Basics: use seasonal, affordable, locally sourced ingredients.• Ask people who make recipe at home to post photos on Facebook and Twitter. Feature in email newsletter.
    84. 84. Chefs - during• Hand out recipe cards of what you’re making with links to restaurant website and social media platforms.• Sign up details - name & address. Anybody who signs up enters draw to win meal for two.• Basics: use seasonal, affordable, locally sourced ingredients.• Ask people who make recipe at home to post photos on Facebook and Twitter. Feature in email newsletter.• Hire somebody to film your demonstration.
    85. 85. Chefs - after
    86. 86. Chefs - after• Post photos to Facebook
    87. 87. Chefs - after• Post photos to Facebook• Pay close attention to feedback on social networking sites.
    88. 88. Chefs - after• Post photos to Facebook• Pay close attention to feedback on social networking sites.• Push demonstration on YouTube. Speak to bloggers on Twitter and link to demo.
    89. 89. Chefs - after• Post photos to Facebook• Pay close attention to feedback on social networking sites.• Push demonstration on YouTube. Speak to bloggers on Twitter and link to demo.• Watch demo yourself. How can you improve your own performance?
    90. 90. Food Producers
    91. 91. Food Producers - before
    92. 92. Food Producers - before• What’s special? New branding? New logos?
    93. 93. Food Producers - before• What’s special? New branding? New logos?• Social media - promote. Speak to fellow food producers.
    94. 94. Food Producers - before• What’s special? New branding? New logos?• Social media - promote. Speak to fellow food producers.• New product? People who sign up to your mailing list receive a free sample.
    95. 95. Food Producers - before• What’s special? New branding? New logos?• Social media - promote. Speak to fellow food producers.• New product? People who sign up to your mailing list receive a free sample.• Press release to relevant media detailing news.
    96. 96. Food Producers - before• What’s special? New branding? New logos?• Social media - promote. Speak to fellow food producers.• New product? People who sign up to your mailing list receive a free sample.• Press release to relevant media detailing news.• Arrange to meet with journalists.
    97. 97. Food Producers - before• What’s special? New branding? New logos?• Social media - promote. Speak to fellow food producers.• New product? People who sign up to your mailing list receive a free sample.• Press release to relevant media detailing news.• Arrange to meet with journalists.• New dish - promote it.
    98. 98. Food Producers - before• What’s special? New branding? New logos?• Social media - promote. Speak to fellow food producers.• New product? People who sign up to your mailing list receive a free sample.• Press release to relevant media detailing news.• Arrange to meet with journalists.• New dish - promote it.• Special offers during quieter times - scheduled tweets.
    99. 99. Food Producers - during
    100. 100. Food Producers - during• Make sure you have name and sign up forms on your stand.
    101. 101. Food Producers - during• Make sure you have name and sign up forms on your stand.• Be useful. If there is a hashtag for the event, follow it. What’s the weather like? Is it busy?
    102. 102. Food Producers - during• Make sure you have name and sign up forms on your stand.• Be useful. If there is a hashtag for the event, follow it. What’s the weather like? Is it busy?• Photos are more engaging.
    103. 103. Food Producers - during• Make sure you have name and sign up forms on your stand.• Be useful. If there is a hashtag for the event, follow it. What’s the weather like? Is it busy?• Photos are more engaging.• If you are going to be busy, plan your updates using free technology - Hootsuite, Tweetdeck.
    104. 104. Food Producers - during• Make sure you have name and sign up forms on your stand.• Be useful. If there is a hashtag for the event, follow it. What’s the weather like? Is it busy?• Photos are more engaging.• If you are going to be busy, plan your updates using free technology - Hootsuite, Tweetdeck.• Meet with journalists.
    105. 105. Food Producers - during• Make sure you have name and sign up forms on your stand.• Be useful. If there is a hashtag for the event, follow it. What’s the weather like? Is it busy?• Photos are more engaging.• If you are going to be busy, plan your updates using free technology - Hootsuite, Tweetdeck.• Meet with journalists.• Speak to customers - get feedback.
    106. 106. Food Producers - during• Make sure you have name and sign up forms on your stand.• Be useful. If there is a hashtag for the event, follow it. What’s the weather like? Is it busy?• Photos are more engaging.• If you are going to be busy, plan your updates using free technology - Hootsuite, Tweetdeck.• Meet with journalists.• Speak to customers - get feedback.• Offer samples - it’s a great conversation point.
    107. 107. Food producers - after
    108. 108. Food producers - after• Feedback
    109. 109. Food producers - after• Feedback• Photos
    110. 110. Food producers - after• Feedback• Photos• Email out
    111. 111. Food producers - after• Feedback• Photos• Email out• Follow up press release
    112. 112. Food producers - after• Feedback• Photos• Email out• Follow up press release• Social media updates
    113. 113. Food producers - after• Feedback• Photos• Email out• Follow up press release• Social media updates• Promote reviews written through social media
    114. 114. Q&A
    115. 115. For more informationPhone: 01208 895089Email: jim@barefootmedia.co.ukTwitter: @barefootmediaWebsite: barefootmedia.co.uk

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