Beginner's guide to self promotion final

451 views
408 views

Published on

A presentation given to the Moseley Exchange to support small businesses with PR and self-promotion

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
451
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Beginner's guide to self promotion final

  1. 1. Ruth Pipkin, Managing Director Rewired A Beginner’s Guide to Self Promotion
  2. 2. <ul><li>A bit about Rewired </li></ul><ul><li>Branding </li></ul><ul><li>The art of networking </li></ul><ul><li>Cost effective marketing </li></ul><ul><li>Promoting yourself through PR </li></ul><ul><li>Questions </li></ul>Overview
  3. 3. <ul><li>Established 2008 </li></ul><ul><li>Based in central Birmingham </li></ul><ul><li>Team of 6, broad cross-sector experience </li></ul><ul><li>CIPR Outstanding Small Consultancy </li></ul><ul><li>2009 & 2010 </li></ul>About us
  4. 4. Our experience
  5. 5. <ul><li>The good news... </li></ul>
  6. 7. <ul><li>Thoughts from: </li></ul><ul><li>The Brand Gap – Marty Neumeier </li></ul><ul><li>Published by New Riders </li></ul>Branding
  7. 8. <ul><li>It is not a logo or a corporate identity package. It is somebody’s gut feeling about a product, service or company </li></ul><ul><li>It is not what YOU say it is, it is what THEY say it is </li></ul><ul><li>The process of connecting good strategy with good creativity </li></ul><ul><li>Experience must meet expectation </li></ul><ul><li>Only one competitor can be the cheapest. The rest relies on branding </li></ul><ul><li>Charismatic brands have no substitute </li></ul>What is a brand?
  8. 9. <ul><li>Differentiate: </li></ul><ul><ul><li>Who are you? </li></ul></ul><ul><ul><li>What do you do? </li></ul></ul><ul><ul><li>Why does it matter? </li></ul></ul>How to stand out
  9. 10. <ul><li>Features, benefits and price v people, experience and personal identity </li></ul><ul><li>Become No 1 or No 2, or move! </li></ul><ul><li>Specialists beat generalists </li></ul><ul><li>“ Be distinctive, brief, appropriate, easy to spell, easy to pronounce, likeable, extendable and protectable. </li></ul>How to stand out
  10. 11. <ul><li>Time to bring in the experts </li></ul><ul><li>Get advice from colleagues, customers </li></ul><ul><li>Research your competitors </li></ul><ul><li>Be prepared to invest </li></ul><ul><li>Consider tone of voice </li></ul><ul><li>Cost effective routes </li></ul><ul><li>Use your contacts </li></ul><ul><li>Look for funding support (good luck!) </li></ul>Invest in your brand
  11. 12. <ul><li>The deliberate process of exchanging information, resources, support and access in a way that creates mutually beneficial relationships for personal and professional success. </li></ul><ul><li>Making contacts for business and career prospects </li></ul>The art of networking
  12. 13. <ul><li>Manipulative and uncomfortable </li></ul><ul><li>A waste of time </li></ul><ul><li>Just schmoozing </li></ul><ul><li>Just an opportunity to hand out business cards </li></ul><ul><li>Only interesting if you are looking for a new job </li></ul>Common misconceptions
  13. 14. <ul><li>Attending industry functions and events </li></ul><ul><li>Joining industry groups </li></ul><ul><li>Attending training sessions </li></ul><ul><li>Speaking at events </li></ul><ul><li>Offering support for voluntary organisations </li></ul><ul><li>Online networking </li></ul>Networking opportunities
  14. 15. <ul><li>Don’t just expect to receive, give something back </li></ul><ul><li>Be selective about the groups that you join </li></ul><ul><li>Be in it for the long term </li></ul><ul><li>Don’t just go for free food and drink! </li></ul><ul><li>Practice your elevator speech </li></ul><ul><li>Set targets </li></ul><ul><li>Follow up leads quickly </li></ul>How to get the most out of it
  15. 16. <ul><li>Act like a host, not a guest </li></ul><ul><li>Showcase your capabilities </li></ul><ul><li>Show off your services </li></ul><ul><li>Show up </li></ul><ul><li>Listen carefully and make things happen </li></ul><ul><li>Make referrals </li></ul><ul><li>Tell success stories </li></ul><ul><li>Talk to people you don’t know </li></ul><ul><li>Find a reason to swap cards </li></ul><ul><li>Follow up quickly </li></ul>10 ways to stand out
  16. 17. <ul><li>What do you want to achieve? </li></ul><ul><li>Identify your audience(s) and channels of communication </li></ul><ul><li>Advertising, direct mail, online marketing, PR </li></ul><ul><li>Identify your key messages – your USP </li></ul><ul><li>Create a plan to match the two together </li></ul>Cost effective marketing
  17. 18. <ul><li>Use your customers to sell your business </li></ul><ul><li>Importance of word of mouth </li></ul><ul><li>Make links with partner companies </li></ul><ul><li>Make a bigger impact </li></ul><ul><li>Think external, not internal </li></ul>Cost effective marketing
  18. 19. <ul><li>Third party endorsement </li></ul><ul><li>Reach a large target audience </li></ul><ul><li>Raise your profile </li></ul><ul><li>Generate new business </li></ul><ul><li>Cost effective </li></ul>Promoting yourself through PR
  19. 20. <ul><li>National, trade, regional press </li></ul><ul><li>TV and Radio </li></ul><ul><li>Online media </li></ul><ul><li>Networks </li></ul><ul><li>Importance of PR </li></ul>Understanding the media
  20. 21. <ul><li>Before you start: </li></ul><ul><li>Why are you writing it? </li></ul><ul><li>Who is the audience? </li></ul><ul><li>Is it newsworthy? </li></ul><ul><li>What do you want to put across? </li></ul>How to write a press release
  21. 22. <ul><li>Tone and structure: </li></ul><ul><li>Content, spelling and grammar </li></ul><ul><li>Concise, punchy </li></ul><ul><li>Factual, to the point </li></ul><ul><li>Objective, unbiased </li></ul><ul><li>Timing, make sure it is topical </li></ul><ul><li>Refer to the title you are looking to target! </li></ul>How to write a press release
  22. 23. <ul><li>Writing the release: </li></ul><ul><li>The 5 Ws </li></ul><ul><li>Avoid yesterday’s news </li></ul><ul><li>Identify the angle </li></ul><ul><li>Create the headlines </li></ul><ul><li>Third person </li></ul><ul><li>Quotes </li></ul><ul><li>Think about online use </li></ul><ul><li>Background info </li></ul>How to write a press release
  23. 24. <ul><li>The structure: </li></ul><ul><li>Clear paragraphs </li></ul><ul><li>Clear ending </li></ul><ul><li>Notes for editors </li></ul><ul><li>Contact </li></ul>How to write a press release
  24. 25. <ul><li>Distribution: </li></ul><ul><li>Get the right contact </li></ul><ul><li>Personal touch </li></ul><ul><li>Email vs post </li></ul><ul><li>Timing is everything </li></ul>How to write a press release
  25. 26. <ul><li>Value of photography </li></ul><ul><li>Photo caption stories </li></ul><ul><li>Tailored pictures </li></ul><ul><li>Understand usage rights </li></ul>Photography
  26. 27. Building Networks @ ruthpipkin Ruth Pipkin (Ward) Finishing off my PR masterclass presentation for Moseley Exchange tomorrow http://bit.ly/e8ABlM                                                        
  27. 28. Offline vs online
  28. 29. The tools
  29. 30. As a minimum…
  30. 31. You can’t beat face to face
  31. 32. <ul><li>People buy from people </li></ul><ul><li>Make opportunities </li></ul><ul><li>Don’t forget to follow up </li></ul><ul><li>Focus on what you’re good at </li></ul><ul><li>Market yourself </li></ul><ul><li>Look for partnerships </li></ul><ul><li>Keep your ears open </li></ul><ul><li>Grow what you’ve got </li></ul><ul><li>Give it time </li></ul><ul><li>Persevere </li></ul>The obligatory Top 10
  32. 33. Any Questions?

×