Champagne Marketing on a Beer Budget


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Champagne Marketing on a Beer Budget

  1. 1. Smartmarketing Communications, Inc. New York. New Mexico. North Carolina 516.222.0236 505.293.3553 Champagne Marketing on A Beer Budget
  2. 2. Who is Lucy Rosen? <ul><li>President of SmartMarketing Communications, Inc. a leading strategic marketing and public relations firm based in Garden City, NY </li></ul><ul><li>Founder and president of Women on The Fast Track, an international organization for business women </li></ul><ul><li>A successful entrepreneur with more than 23 years of public relations and marketing experience </li></ul><ul><li>A mentor and member of the United States Small Business Administration Advisory Services department for women in business program </li></ul><ul><li>Taught for the American Women’s Economic Development Corporation, teaching women how to succeed in business </li></ul><ul><li>A developing member of the New York City Comptroller Department of Economic Task Force for women </li></ul><ul><li>Serves on the Board of Directors of the United States Women's Chamber of Commerce, LI Chapter </li></ul><ul><li>Co-authored a series of business booklets for entrepreneurs </li></ul>
  3. 3. Who is Lucy Rosen? (continued) <ul><li>Quoted extensively in both business and women’s publications </li></ul><ul><li>Speaks frequently about various business topics at national meetings of leading organizations around the country. </li></ul><ul><li>In 1998, Lucy was named one of Long Island’s “Top 40 under 40” by Long Island Business News </li></ul><ul><li>In 2002, 2003 and 2005, she was named one of the “Top 50 Women on Long Island” by Long Island Business News </li></ul><ul><li>In 1989, she was awarded the Volunteer of the Year by The Partnership for The Homeless, the country’s largest Interfaith organization serving the homeless population </li></ul>
  4. 4. Questions You Need Answers to: <ul><li>Who do you want to reach? </li></ul><ul><li>Who is your target market? </li></ul><ul><li>What do you want to tell them? </li></ul><ul><li>What do you need to tell them? </li></ul>
  5. 5. Marketing Options <ul><li>Public Relations </li></ul><ul><li>Graphic Design Materials </li></ul><ul><li>Special Events or Promotions </li></ul><ul><li>Advertising </li></ul><ul><li>Your image, message and theme must be consistent and </li></ul><ul><li>Create a familiarity and awareness of your company </li></ul><ul><li>Whatever you do, it has to work together </li></ul>
  6. 6. Public Relations <ul><li>Informs & Influences </li></ul><ul><li>Communicates with your target market </li></ul><ul><li>Brings your name and your company name before the people you want to reach </li></ul><ul><ul><li>Press Conferences </li></ul></ul><ul><ul><li>Press Parties </li></ul></ul><ul><ul><li>Open Houses </li></ul></ul><ul><ul><li>Grand Openings </li></ul></ul><ul><ul><li>News Releases </li></ul></ul><ul><ul><li>Radio & Television Talk Shows </li></ul></ul><ul><ul><li>Promotional Materials </li></ul></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Seminars </li></ul></ul><ul><ul><li>Special Events </li></ul></ul><ul><li>and more… </li></ul>
  7. 7. Public Relations (continued) <ul><li>Enhance your image & increases your business </li></ul><ul><li>All about image & relations- </li></ul><ul><ul><li>Peer Relations </li></ul></ul><ul><ul><li>Community Relations </li></ul></ul><ul><ul><li>Employee Relations & Relationships </li></ul></ul><ul><li>There is no limit! </li></ul><ul><li>What effort will you exert? What are your budgets? </li></ul>
  8. 8. Special Events <ul><li>Enhance your public image </li></ul><ul><li>Heighten your profile in the marketplace </li></ul><ul><ul><li>Seminars </li></ul></ul><ul><ul><li>Workshops </li></ul></ul><ul><ul><li>Fundraising benefits </li></ul></ul><ul><ul><li>Etc… </li></ul></ul><ul><li>Be “out and about” </li></ul>
  9. 9. Creative Graphic Design <ul><li>Creative Graphic Communications – Market your image & make a statement </li></ul><ul><li>Develop a Logo & Collateral Materials that reflect your image, message & theme </li></ul><ul><ul><li>Letterhead, business cards, direct mail materials, print ads, brochures and more… </li></ul></ul><ul><li>Colors, paper, style – Together represent a statement to your market </li></ul><ul><li>Work with a professional & get it right the first time </li></ul><ul><ul><li>Designer </li></ul></ul><ul><ul><li>Agency </li></ul></ul><ul><ul><li>Local Printer </li></ul></ul>
  10. 10. Marketing Through Yourself <ul><li>The public’s perception of who you are </li></ul><ul><ul><li>Your personal image </li></ul></ul><ul><ul><li>The image of your business </li></ul></ul><ul><ul><li>The way you present yourself </li></ul></ul><ul><ul><li>The way your phone is answered </li></ul></ul><ul><ul><li>The people you have working for you </li></ul></ul><ul><li>Probably the most important piece of marketing </li></ul>
  11. 11. Networking <ul><li>The SmartMarketing Communications Process of </li></ul><ul><ul><li>Growing long term relationships and contacts </li></ul></ul><ul><ul><li>Positioning yourself with like-minded people </li></ul></ul><ul><ul><li>Broadcasting loud & clear what you do and what you can help others do </li></ul></ul><ul><ul><li>Being known as a problem solver </li></ul></ul><ul><li>A Business Strategy </li></ul><ul><ul><li>Learn to use people professionally & ethically </li></ul></ul><ul><ul><li>Volunteer yourself to be used professionally & ethically </li></ul></ul>
  12. 12. Networks & Networking <ul><li>Networks are support systems of mutually beneficial relationships </li></ul><ul><li>Essential for business success: </li></ul><ul><ul><li>Building & maintaining effective networks </li></ul></ul><ul><ul><li>Creating strategic alliances </li></ul></ul><ul><li>Not-for-Profit Networking Provides </li></ul><ul><ul><li>Business opportunities, ideas, resources & contacts </li></ul></ul>
  13. 13. Media Coverage <ul><li>Everyone wants it… </li></ul><ul><li>Why should the media be interested in your company??? </li></ul><ul><li>What is unique & exceptional??? </li></ul><ul><li>What's the angle??? </li></ul>
  14. 14. Media Coverage <ul><li>Raise peoples awareness – use a press release! </li></ul><ul><ul><li>Who you are & What you have to offer </li></ul></ul><ul><li>Is it really news? </li></ul><ul><ul><li>Editors are only interested in timely news </li></ul></ul><ul><li>News is </li></ul><ul><ul><li>New information - on a product, service or event </li></ul></ul><ul><ul><li>Recent happenings – good or bad </li></ul></ul><ul><ul><li>Previously unpublished data </li></ul></ul>
  15. 15. Press Release <ul><li>3 inches from top of page, wide margins & double space </li></ul><ul><li>Current date in upper right, release date in left margin </li></ul><ul><li>Name/number of contact person </li></ul><ul><li>End with ### </li></ul>FOR IMMEDIATE RELEASE: Contact: Lucy Rosen 505-293-3553 SmartMarketing Communications Hires Director of Public Relations Albuquerque, NM. March 2011 — SmartMarketing Communications, Inc., a marketing, public relations and business development firm with offices in New York, North Carolina and New Mexico, has announced that Christina Eyuboglu has recently joined the SmartMarketing Communications, Inc as a Director of Public Relations. Prior to joining SmartMarketing Communications, Inc., Christina was a part of the New York office of ABI Marketing Public Relations.  As a Global Account Manager at ABI, Christina led several high-profile B2B accounts and directed a multi-national team of account and creative associates from the Americas, Asia and Europe. Christina was directly responsible for managing some of the largest accounts at the agency including; Eastman Chemical Company, Zip-Pak, a division of Illinois Tool Works (ITW) and Qinetq North America, formally Foster-Miller- the brain child behind Velcro.  At SmartMarketing Communications, Inc., Christina is responsible for working closely with clients and media outlets to ensure proper and consistent press coverage. She is also responsible for many aspects of account management including media relations.   ### ABOUT SmartMarketing Communications, Inc.  SmartMarketing Communications, a full-service marketing, public relations, advertising and business development firm with offices in New York, North Carolina and New Mexico, New York.  Founded by Lucy Rosen in 1986, the firm offers a wide variety of services to businesses, entrepreneurs and not-for-profit organizations, including branding, business image enhancement, community awareness campaigns and strategic marketing/publicity programs.  Current clients include LifeROOTS, Premier Wealth Management Group, Collins, McDonald and Gann P.C., Hospice Care Network and more. For more information, visit or call (516) 222-0236 or (505)293-3553.
  16. 16. Press Release (continued) <ul><li>Keep it short – one page optimal, two is max </li></ul><ul><li>State facts, not opinions </li></ul><ul><li>First paragraph – who, what, where, why and when </li></ul><ul><li>Second paragraph goes more in depth </li></ul><ul><li>Include a short, handwritten note </li></ul><ul><li>Include a photograph with caption! Always. </li></ul>
  17. 17. Press Release (continued) <ul><li>Getting a reporter to respond… </li></ul><ul><li>Find a reporter who believes in your cause </li></ul><ul><li>Start a file on similar articles – get to know what reporters like to write about </li></ul><ul><li>If they just did a similar story – maybe they will do a follow up </li></ul>
  18. 18. Press Kit <ul><li>What should go into a press kit? </li></ul><ul><li>A Press Release </li></ul><ul><li>Background information </li></ul><ul><ul><li>About the person you are highlighting/association you are pitching </li></ul></ul><ul><ul><li>A photograph if applicable </li></ul></ul><ul><li>Other articles that have appeared </li></ul><ul><li>A Personal cover letter </li></ul><ul><ul><li>“ Enclosed is the information you requested I will call you next week to discuss if you need additional information” </li></ul></ul>
  19. 19. Press Kit (continued) <ul><li>Call the media outlet first </li></ul><ul><ul><li>If you send it to the wrong person it will never get to the right one & you won’t have the opportunity to connect and introduce yourself </li></ul></ul><ul><li>Follow up in a timely manner </li></ul><ul><li>Be prepared to: </li></ul><ul><ul><li>Pitch the story – Quickly! </li></ul></ul><ul><ul><li>Resend materials </li></ul></ul><ul><ul><li>Possibly not get any response at all </li></ul></ul>
  20. 20. Radio & TV <ul><li>The Best Guests: </li></ul><ul><ul><li>Entrepreneurs – perky & self assured </li></ul></ul><ul><ul><li>Authors – confidence & passion </li></ul></ul><ul><ul><li>Winners – humble and thankful </li></ul></ul><ul><ul><li>Hero’s – audiences need heroes </li></ul></ul><ul><li>The Worst Guests </li></ul><ul><ul><li>Members of Not-for-Profit Groups – they will talk about next Tuesdays bake sale </li></ul></ul>
  21. 21. Contact the Producer <ul><li>This is your next step once you’ve decided you are a newsworthy talk show guest </li></ul><ul><li>Know the name of the producer before you call - You can call and ask if you don’t </li></ul><ul><li>Talk to the producer – they decide if you will appear on the show </li></ul><ul><li>Get the name of an assistant producer to use as a standby </li></ul>
  22. 22. Contact the Producer (continued) <ul><li>During your call with the producer Brief and to the point is key </li></ul><ul><ul><li>Identify yourself & your intentions </li></ul></ul><ul><ul><li>Offer some good reasons why you should be considered a guest on the show </li></ul></ul><ul><li>Don’t expect to close the deal the first time on the phone </li></ul><ul><ul><li>If you are asked to send information and told that someone will get back to you – you are in the running </li></ul></ul>
  23. 23. Contact the Producer (continued) <ul><li>Don’t try to over impress </li></ul><ul><li>Don’t lie </li></ul><ul><li>Don’t exaggerate </li></ul><ul><li>If the answer is no - don’t ask them to recommend another show </li></ul><ul><li>If you get interest from a producer you’ll need to get together a media kit </li></ul>
  24. 24. Media Kit <ul><li>A Press Release </li></ul><ul><li>Biography of the person that is going to be interviewed, etc… </li></ul><ul><li>Reprints of articles you have written </li></ul><ul><li>A list of other media appearances </li></ul><ul><li>A picture of the potential guest </li></ul><ul><li>A cover letter mentioning immediately that you are sending information at the request of the producer </li></ul>
  25. 25. Contact the Producer <ul><li>Expect a time lag of 6-8 weeks between your first conversation with a producer and the actual interview </li></ul><ul><li>Don’t get discouraged </li></ul><ul><li>After 8 weeks continue to stay in touch – provide updated materials </li></ul><ul><li>Be persistent without being a pest! </li></ul>
  26. 26. Contact the Producer (continued) <ul><li>Four Questions You Should Never Ask: </li></ul><ul><li>How much time will I have? </li></ul><ul><li>What should I say? </li></ul><ul><li>How should I act? </li></ul><ul><li>What is the station wattage? </li></ul>
  27. 27. The Audience <ul><li>Get to know them – listen or watch </li></ul><ul><li>Know their average age or age range as well as their educational level </li></ul><ul><li>Tailor your information to fit the audience </li></ul>
  28. 28. Appearance <ul><li>You want to dress effectively & comfortably </li></ul><ul><li>Lights are the biggest challenge – no wool or sweaters </li></ul><ul><li>Males – buy the longest pair of socks you can find, unbutton your jackets & sit on the tails of your coat </li></ul><ul><li>Women – do not wear jangle jewelry or sparkly jewelry </li></ul><ul><li>Avoid shiny fabrics & herringbone – it comes to life </li></ul><ul><li>Do not wear all black & white – you will blend into the background </li></ul>
  29. 29. Promote Your Appearance in Advance <ul><li>You want to reach as many people as possible </li></ul><ul><li>A listing in a local paper can attract dozens of listeners to tune in </li></ul><ul><li>If you are addressing any group before the interview, tell them </li></ul><ul><li>Mention the interview in your monthly newsletter </li></ul><ul><li>Prime the pump for call in shows – get people to call in and ask questions, give them questions to ask </li></ul>
  30. 30. Pre-Interview Checklist <ul><li>Show up – early – 20 minutes </li></ul><ul><li>If you want a copy of the interview, arrange it in advance </li></ul><ul><li>On the radio – bring a blank tape, ask the studio engineer if he/she can do it for you </li></ul><ul><li>Always bring a set of the material with you </li></ul><ul><li>Be prepared to sign a guest release </li></ul><ul><li>Promote your appearance in advance </li></ul>
  31. 31. Everyone Needs a Little Media Training <ul><li>If you’re not appearing, but it is your job to get your boss on the air – you have to be sure your boss will be a good interview </li></ul><ul><li>The two biggest questions which you should know the answers to are: </li></ul><ul><ul><li>What will you/he/she say? </li></ul></ul><ul><ul><li>How will you/he/she/act </li></ul></ul>
  32. 32. Everyone Needs a Little Media Training (continued) <ul><li>Be yourself </li></ul><ul><li>Pace yourself </li></ul><ul><li>Speak in least common denominators </li></ul><ul><li>Avoid yes and no answers </li></ul>
  33. 33. For Further Information <ul><li>Contact: </li></ul><ul><li>Lucy Rosen, President </li></ul><ul><li>SmartMarketing Communications, Inc. </li></ul><ul><li>(505)293-3553 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>
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