Get Noticed:

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Get Noticed:

  1. 1. Get Noticed.<br />Integrating Publicity Into Your Visibility Plan To Attract Attention—And Sales<br />
  2. 2. Lisa Horn, CAS<br />President<br />Chief Visibility Officer<br />Spark!, a boutique strategic visibility agency <br />Industry Publicist. Visibility Agent. Reputation Manager. Strategic Communicator. Business Journalist. PromoProducts Industry Veteran. Marathon Runner.<br />
  3. 3. In today’s session, we will:<br /><ul><li>Establish why visibility is important
  4. 4. Detail the four types of visibility
  5. 5. Discuss the process of working with the media
  6. 6. Uncover media needs
  7. 7. Learn tips for creating media submissions
  8. 8. Understand publicity begins with submissions</li></li></ul><li>If you’d like to tweet:<br />Use #SuppliersForum and/or @thepublicitygal<br />If you’d like to download:<br />http://www.slideshare.net/lisakhorn<br />
  9. 9. VISIBILITY: <br />Why is it important?<br />
  10. 10. Customers buy only what they can see.<br />
  11. 11. Product Purchase:<br />Where does the decision making process begin?<br />
  12. 12. Pop Quiz:<br />The distributor’s decision-making process to choose one of your products begins with:<br />Viewing your catalog<br />Shopping your website<br />Calling to place an order<br />Any of the above<br />
  13. 13. AWARENESS<br />is the first step in the buyer’s decision making process.<br />
  14. 14. VISIBILITYis the foundation <br />of awareness. <br />Can you be <br />seen when customers <br />come <br />looking <br />for you?<br />
  15. 15. How Do You Become Visible?<br /><ul><li>Advertising</li></ul>Print and digital publications, website banner and button ads, pay-per-click listings, social media ads<br /> <br /><ul><li>Marketing</li></ul>Catalogs, sales flyers, e-mail blasts, self promos/samples, newsletter, website, blog<br /> <br /><ul><li>Publicity/Media Relations</li></ul>Press releases, new product submissions, case histories, article pitches, white papers<br />
  16. 16. How Do You Become Visible?<br /><ul><li>Social Media</li></ul>LinkedIn, Facebook, Twitter, Flickr, Slideshare<br /> <br /><ul><li>Face-To-Face</li></ul>Tradeshows, sales calls, guest speaking, education presentations<br />
  17. 17. Working Effectively With The Media: The Process<br />What does it take to get consistent media placements?<br />Good salesmanship.<br />Start looking at the media as a customer and address their needs.<br />
  18. 18. What The Media Needs: <br />Great Content; Strong Sources<br />There are four main ways to work with media in the promotional products industry:<br />Press Releases<br />Product Submissions<br />Case Histories<br />Bylined Articles<br />
  19. 19. Press Releases<br />15 Top Tips For Getting Placement<br />Have something newsworthy to say. Is there a hook?<br />Write an eye-catching headline with active verbs (not announce!) that makes the recipient want to read more.<br />Get to the point immediately. Include who, what, when, where, why and how in first paragraph.<br />Stick to the facts; avoid opinion (no “leading,” “best,” “largest”) and sales-speak.<br />Keep it short, yet detailed. Economize each word.<br />
  20. 20. Press Releases<br />15 Top Tips For Getting Placement<br />Focus on one topic; no mixed messages—and no fluff!<br />Include a meaningful quote.<br />Use keywords effectively without overdoing it and keep jargon to minimum.<br />Be professional yet engaging. <br />Proofread, and then proofread again—out loud.<br />
  21. 21. Press Releases<br />15 Top Tips For Getting Placement<br />Include contact information—at the top as well as in the boilerplate.<br />Write a clear e-mail subject line.<br />Include a personal note.<br />Include release in the body of the e-mail in addition to attaching the actual document.<br />Name attachments appropriately<br />
  22. 22. Product Submissions<br />Three Key Things Editors Need<br />Within the promotional products marketplace, much of the editorial content in industry publications is naturally based around the products. As such, editors need:<br />Great Image<br />Unique Item<br />Creative Description<br />
  23. 23. Case Histories<br />Three Tips For Telling The Story<br />The power of promotional products comes not from the product itself but from the application. The more real-world success that is shown, the more sales you will have.<br />Explain the background to give context.<br />Include all pertinent details.<br />Demonstrate ROI.<br />
  24. 24. Bylined Articles<br />Six Steps To Getting Published<br />When you read a magazine, you see a variety of articles. Some are written by the editorial staff, while others are penned by subject matter experts. <br />Notice the term “expert.” That’s the perception of an author who’s work is published. If you want to be considered an expert, you need to get published.<br />
  25. 25. Bylined Articles<br />Six Steps To Getting Published<br />Understand what types of articles are published.<br />Identify how you can fill this need.<br />Write a brief outline.<br />Contact the appropriate editor.<br />Craft a well-written, educational article.<br />Submit it.<br />
  26. 26. The Publicity Process: When Is It Complete?<br />Publicity doesn’t end once content has been submitted to the media. What is done after the submission has been made—and hopefully published—matters most.<br /> <br />For publicity to work, it must be integrated into your other means of visibility.<br />
  27. 27. Visibility Integration Checklist<br />Press Releases<br /><ul><li>Post to website and Facebook page and link back to any press clips
  28. 28. Use as the foundation for a blog post or story in internal/external newsletter
  29. 29. Tweet the headline and include link back to release on your website</li></li></ul><li>Visibility Integration Checklist<br />Product Submissions<br /><ul><li>Add a starburst or button to the product that says “As Seen In [Publication]” online and in your catalog
  30. 30. Use reprints as a tradeshow handout, flyer for sales calls, mailer for customers/prospects
  31. 31. Talk about it on your blog
  32. 32. Post reprint to your website and Facebook page
  33. 33. Tweet about it and include a link back to the reprint</li></li></ul><li>Visibility Integration Checklist<br />Case Histories<br /><ul><li>Post to website and Facebook page and tweet a link to it
  34. 34. Use as the foundation for a blog post or story in internal/external newsletter
  35. 35. When published, link back to reprint and tweet about it
  36. 36. Use reprints as a tradeshow handout, flyer for sales calls, mailer for customers/prospects</li></li></ul><li>Visibility Integration Checklist<br />Bylined Articles<br /><ul><li>Upon publication, post to website and Facebook page and tweet a link to it
  37. 37. Use as the foundation for a blog post or story in internal/external newsletter
  38. 38. Use reprints as a tradeshow handout, flyer for sales calls, mailer for customers/prospects</li></li></ul><li>‘Free’ Publicity Doesn’t Exist<br />While there may not be a fee for editorial placement, there is a time commitment necessary for it to be effective. But it is absolutely worth the investment because:<br /><ul><li>Publicity gives you credibility in the marketplace
  39. 39. It complements your advertising and supports your marketing efforts
  40. 40. It provides rich content to add to your website and use in social media. </li></li></ul><li>Publicity Builds Opportunity<br />Publicity gives you reason to contact your customers on a regular basis—and it’s this contact—relationship building—that establishes you as a trusted resource that distributors will turn to first.<br />
  41. 41. How Will You Start?<br />What three things did you learn that you can implement now?<br />What are three things you can do to build your expertise in the market?<br />What is your top take-home idea?<br />
  42. 42. Questions?<br />
  43. 43. Connect With Me:<br />http://www.linkedin.com/in/lisakhorn<br />http://www.facebook.com/lisahorn<br />http://twitter.com/thepublicitygal<br />http://www.slideshare.net/lisakhorn<br />

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