Integrated Communications Campaigns We help build great brands by driving business, creating awareness, developing loyalty, and engaging customers. All 451 Marketing campaigns are strategically integrated and leverage public relations, social media marketing and search marketing tactics.
– Founded in 2004– National digital marketing firm based in Boston– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011 & 2012
Thomas LeePartner 617-986-0223 firstname.lastname@example.org linkedin.com/in/tomlee451 @TomLee451www.451Marketing.com
When most people think of PR,they think of traditional media relations
But, the way that consumers find and consume information has evolved
What is Your Value Proposition?• Why should a consumer should buy your product/use a service?• Does your product or service add more value or better solve a problem than your competitors?• What pain point do you address?
Who is Your Target Audience?• Age group• Gender• Socio-economic• GeographicIf you have multiple distinctsegments, you may havedistinct messaging or offerdistinct benefits
Where Does Your AudienceGather/Consume Information?
Based on your audience and goals, different platforms may be appropriate
>500 Million Twitter Accounts 39% of companies have acquired new customers using Twitter91% of active users polled 7.8 million brandfollow a brand recommendations each month 1. Engage Current Fans & Increase Awareness 2. Increase Traffic to Website 3. Engage With Influencers & Media 4. Marketing/Competitive Research
>1 Billion Users 41% of companies using Facebook 51% have acquired new customers from it of Facebook fans more likely to buy from a company they 40% of users 35 years or older1. Engage Current Fans & Increase Awareness2. Branding & Loyalty3. Increase Traffic to Website4. Engage With Other Brands
>187 million users >1,000,000 groups 43 years old/ $107,000 annual income1. Network with Potential Clients2. Build Profile and Network in Your Industry3. Showcase Brand, Products, Thought Leaders
>23 million unique visitors/month Pinterest Receives 3rd Most Hits/Week Among Social Media Sites LinkedIn LinkedIn YouTube1. Brand and Product Recognition2. Site Traffic Referral Traffic Percentages3. Creating a Lifestyle/Persona Around a Brand
Build a press list of media outlets and bloggers thatreach your customers and target audience
Create a Press KitStandard press kit includes: • Fact sheet • Key executive bios • Standard company info press release • High-resolution images and logos
Craft Your StoryCreate a storyline about your brand to buildyour pitches around.• What’s the angle?• Why is your company interesting?• What is most newsworthy and unique about your company/product?• Spend some time putting pen to paper and create language around this storyline that can be tailored for future pitching
Socialize Key Talking PointsMake sure anyone who may comein contact with the media orinfluencers is sharing the samemessage
Write Press ReleasesWrite press releases that let themedia know what you do and sell,and why they should tell theirreaders and viewers about you
Distribute Press ReleasesDistribute press releases on the wire for greater distributionand to help drive web traffic Examples: • PRWEB • PR Newswire • Marketwire • BusinessWire
Optimize Your Press ReleaseBe sure to include relevantkeywords throughout the pressrelease
Know Your MarketStaying informed about the latest trendsin your industry helps to position youand your company at the top of yourgame. http://www.google.com/alerts
Find PartnersAn great opportunity to 1- meet/connectwith media and/or 2- gain coverage.• Plan an event• Guest post on their blog/have them guest post on yours• Think of ways that you can work together to maximize impressions and help one another by exposing them to your audience and pooling resources
Takeaways • Essential to think of communications in a holistic and targeted way • There are things you can do on your own. The worst thing you can do is nothing. • Know your limitations. At some point, all growing companies have to turn to external resources to optimize their presence.