Brighton Etsy intro to PR


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Emma from and Lyndsey from share PR tips and their experience with the Brighton Etsy group of designer makers.

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  • Emma – introductionLyndsey – introductionEmma – intro about what I’m going to cover off
  • Essentially it’s all about reputation. Seeding your story out to your target market – either directly (social media) or through a third party (journalist)
  • Sounds like a simple question. A good reputation = more fans, right? It’s more than that. Although it’s something you can’t control to some extent, it tells your brand story. It’s not like above the line, paid for activity where you pop an advert in a magazine, it’s about building brand messages and developing true brand advocates that do the advertising for you, with your story coming from other people.
  • Take it back to the basicsAn endless topicNo one size fits all
  • What’s unique, different about you?
  • 1. What’s your USP? What makes you stand out from everyone else? USE THIS! 2. How do you want people to perceive your BRAND? That’s your story – E.g. Ethical, fair trade, handmade – Lyndsey’s products are ‘thoughtfully sourced’ 3. How are you going to tell the story? Which channels are you going to use to reach your target audience?
  • Is Etsy your only online channel? Will you have your own website too, telling your story?Will you be approaching local retailers to sell your products – art on the wall of venues, cards on the shelf – all ways to get your product into the hands of the consumer – but think about marginsBlog – How much time have your got to dedicate to building your brand awareness. Is it an integral part? Don’t write a blog for the sake of having a blog. It’s a commitment. Post regularly or any followers you have will lose interest – draw up a content plan and be strict with yourself. Make sure you have time. If you don’t work with someone that does. Build a relationship with influential bloggers in your region/ area of craftSocial media – again, don’t have a Facebook page for the sake of it – it’s hard to create a valuable community. Think about what you have to share and how you will share it. Twitter is the easier option – retweet other peoples content, share interesting images, facts, news, products etcMedia relations- local and national journalists need content for newspapers, magazines and websites. Think about what your story is and why it would be of interest to them. Draw up a list of key target publications, meet with them for coffee, talk to them. Make sure you choose your target slots in the publication and make their job easy. Always use topical news hooks as a reason to talk to them e.g. trends, new techniques, new materials. Provide them with the content as they need it. THINK ABOUT LEAD TIMES – monthly titles can write their content up to 4 months aheadEvents – Showcasing your work a markets, fairs and events (evenings parties etc too) all helps to get your name out there. It’s an invaluable opportunity to have a one to one chat with your target audience – MAXIMISE IT. Interact with people. You are the face of your brand, you are the first impression. Think about open houses – remember, CHRISTMAS IN JULY – start talking to journalists now about Christmas. ALWAYS WORK AHEAD. In January, plan your year’s approach.Collaborations – Work with other local designers to share the load. Swap skills, mentor each other in different areas. Events – exhibition, fair etc – save costs where you can with the same impact/ reach
  • Examplecollab
  • Think about which channels you are going to use to reach your target audience
  • 2. Blog content planDoes it have a purpose? Don’t start one just because you think you should. It’s one way content so it may be more valuable to have a strong Facebook page where you can engage with your fans rather than broadcastDoes it share something different/ new?Think of a quirky topic/ spin/ angle/ viewYou need to stand out – content that people will want to read and shareWhat are you good at?Do you have time to update it regularly? (at least once a week)What type of blog are you going to have?Tumblr: imagesBlogspot/ wordpress: copy & imagesGET GOOGLE ANALYTICS and you can see which content is interesting – Lyndsey has a good blog, she can share some tipsGuest blogging??
  • Create a conversationThe important thing to remember is that Facebook and Twitter are platforms for conversations, not Q&AsTwo way engagement- ask their opinionThink about building an ongoing relationshipWhat are they going to gain from liking your page?What information/ content can you share with them?Your Facebook page is your personalityPost regularly, but don’t bombardFacebook isn’t all about selling, it’s about involving people in your brandVisual posts encourage shares, increasing brand awareness, but should be relevantMake your fans feel importantCrowd sourcing (e.g. Asking them which design/colour/style they like the most)
  • Think about 1: The value of the content to the user and to the organisation.2: The cost of sourcing, creating, publishing and maintaining that content.Wealth/ amount of content depends on your time. It’s two way, you need to be there.New product images, industry trends, industry news, seasonal news, special offers, giveaways, product development questions, anecdotes. Don’t live by your plan though – need to be in real time
  • Writing a press release - What do you want them to know?Imagine journalists will only read the first few lines/para – who, what, where, when, howWhat’s the call to action?Expert quotes – easily transferable into copyBe creativeFeatureTopical news hook – national events, celeb stories, trends
  • SEE YOUR PRODUCT ON THE PAGEIf journalists want to feature your product, they will need a hi-res image (at least 1MB)Look at the magazine/ website/ blog you want to be featured on and imagine it on the page. If you can’t see it fitting, they won’t use itthis can be as simple as the background colour, although if they really want it they will call in a sample and shoot it themselvesIf photography is your strength, it’s useful to have product shots (white background) as well as lifestyle shots (showing them in context)
  • Be prepared for product demandAs with images, getting the physical product into the hands of a journalist is key – then the product will sell itself onto their pagesBe prepared to provide journalists with samplesThink about cost to youChoose hero products to focus on in the rangeThink about different focuses – one product for print, one for online etcWhat can you realistically afford?You will need to include product samples in your budget
  • Remember that you are selling you – your passion will sell itself
  • Talking to journalists can be daunting, but they are normal peoplePassion & persuasion = winning combo
  • You might get a journalist that sounds like this – but everyone has their off days. find common ground – go and see them for a coffee. Put features together for themTalking to journalists can be daunting if you’re new to it BUT you’re selling what you’re passionate about, so use your passion to persuadeTop tips:Read the magazine/ website you are pitching toFind the slot that your product will fitDon’t be afraid to call and ask who looks after a particular feature (you’ll be wasting both yours and their time pitching to the wrong person)Write down three bullet points you want them to remember after the call (NEVER read off a script)Get a thick skin (even the nice journalists have bad days)Don’t waste time with small talk, unless you know them. Think of a seasonal/ topical hook to get their interest Call before 9am or after 11am (key meetings are usually in between)
  • Work together in the Brighton Etsy team, talk to people, come up with feature ideas – help each other, post on each other’s blogs. Find out what works for you
  • Be realistic about what you can achieve – one step at a time – maximise everything you do – use one message across all channels
  • Brighton Etsy intro to PR

    1. 1. ello! H
    2. 2. What is pr?
    3. 3. Why is IT IMPORTANT?
    4. 4. (NB:  No  ‘one  size  fits  all’  approach)  
    5. 5. Think about… What’s your What’s your How Are you going to
    6. 6. Your approach Website/ Online  Shop   CollaboraAons   Other  retailers   Events   Blog   Media   RelaAons   Social  media  
    7. 7. Your tool kit Blog  content   plan   Passion  &   Persuasion   Social  media   content  plan   Product   samples   Press   release   Good  quality   images  
    8. 8. •  Does  it  have  a  purpose?   •  Are  you  sharing  something  different?   •  Do  you  have  the  6me?       •  Commit  to  it  and  post  regularly   •  Work  with  other  influen6al  bloggers  
    9. 9. •  Start  a  conversa6on   •  Build  an  on-­‐going  rela6onship   •  Crowd  sourcing  –  involve  your  fans    
    10. 10. Feb  Week  1   News     (E.g  new  trends,  seasonal   styles,  naAonal  news   relevant  to  your  product/ service)   Deals/  comps/  other  news     Regular  feature   (e.g.  Tuesday  Trend  Watch/   Follow  Friday  –  this  gives   fans  something  to  become   familiar  with  and  look   forward  to)   Anecdote   (This  could  be  something   that’s  happened  to  you/   you’re  working  on  –   something  to  relate  to)   Crowd  source/  debate/   conversaAon  starter     Feb  Week  2   Feb  Week  3   Feb  Week  4  
    11. 11. •  Think  about  your  key  messages   •  Strongest  points  in  intro   •  Topical  hook  for  story    
    12. 12. Good   quality   images     See  your   products   on  the   page     Individual   &  group   shots  
    13. 13. •  Think  about  stock  levels   •  Be  realis6c  about  media  samples   •  Choose  a  ‘hero’  product  to  focus  on  
    14. 14. The facts PR  CAN:     •  Create  media  coverage  in  a  cost  effecAve  way   •  Reach  hard-­‐to-­‐reach  decision  makers/  consumers   •  Create  a  trusted  third  party  endorsement  (peer  to  peer)   (vs.  adverAsements  which  come  from  a  company/brand)       PR  CAN’T:     •    Guarantee  coverage  &  Aming  -­‐  the  news  agenda  dictates     •    Provide  approval  -­‐  unlike  adverAsing  the  message  is  not            paid  for  so  therefore  cannot  be  completely  controlled     •    Provide  explicit  branding  -­‐  clever  routes/stories  are          needed  to  subtly  weave  branding  into  a  story.        
    15. 15. Things to remember: Talk  to  others   Tell  a  story   Make  sure  the  stock  you  are  pitching  is  available   Be  paAent:  coverage  can  someAmes  take  months   Create  a  strong  press  release:  key  words  for  SEO   Write  features:  group  products  together,  work  with   others,  3  of  the  best  etc   •  Think  about  seasonal  giT  guides   •  Don’t  forget  about  local/  regional  media       •  •  •  •  •  • 
    16. 16. What makes people buy?   Source:
    17. 17. Effective PR can :   •  •  •  •  •  •  •  •    Increase  awareness  of  your  brand   Help  you  to  sell  your  products   Develop  valuable  relaAonships  with  key  influencers   Build  backlinks  to  your  website  &  improve  search   rankings   Direct  new  followers  to  your  social  media  profiles   Build  social  proof   Help  spread  the  word  about  new  products  and   events   Save  money  vs  tradiAonal  adverAsing  
    18. 18. The What You Sow PR approach:   •  IniAal  contact  –  send  something  special  in  the  post   •  Call  -­‐  “I’ve  got  a  product  that  will  be  of  real  interest  to  your  readers.  Do   you  have  a  few  minutes  to  talk  about  it?”   •  Email  immediately!  Busy  journalists  will  forget  about  you  the  moment  you   hang  up  the  phone.     •  Follow  up  regularly  -­‐  this  is  a  relaAonship  you’re  building  
    19. 19. The kind of responses you should be aiming for:   Hi  Lyndsey,       we  did  receive  your  lovely  liVle  press  pack  and  the  company  has  been   put  forward  as  one  of  our  ‘go  to’  companies  when  looking  for  products  to  feature  editorially.   Thank  you  for  calling  earlier,  as  I  menAoned,       Both  the  editor  and  myself  love  the  website,  we  just  need  to  ensure  that  we  have  relevant  features  in  place  first.  We  always  do  two  ‘Garden  Buy’  features  each   month,  so  if  you  have  any  Ap  offs  of  one  of  your  products  that  are  selling  extremely  well,  I’d  always  be  keen  to  hear  from  you.         In  the  meanAme,  I’ve  fallen  in  love  with  the  Orla  Kiely  plant  pot  and  the  sprout  bookmark,  so  I’ll  be  pinning  and  facebooking  them  shortly.        it  really  was  appreciated  and  I’ll  certainly  do  all  I  can  to  help   Once  again,  thank  you  for  sending  the  press  pack  over, promote  such  ‘lovely  things  for  the  garden.’     Kind  Regards,    Siobhan   Hi  Lyndsey       Thanks  for  sending  this  over...  what  a  brilliant  idea...     we’d  love  to  give  What  You  Sow  a  plug   Yes,   –  if   we’re  out  in  April,  presumably  this  will  be  good  Aming?  Any  images  or   addiAonal  info  you  can  send  will  be  great  and  I’ll  be  in  touch  in  a  few   weeks  for  a  few  more  details...     your  tweets  etc   Thanks  again  for  thinking  of  the  magazine  and   are  much  appreciated...       All  the  best       Cinead   Dear  Lyndsey,       How  very  nice  to  hear  from  you,   and  SO  nice  to  have  some  feedback   on  the  response  to  the  column,  which  I  rarely  get!  I'm   delighted  to  hear  that  it  brought  in  some  new  orders  and   new  visitors  to  the  site.         hopefully   Keep  me  posted  on  any  new  products  and   I  can  feature  you  again!       Constance  x  
    20. 20. Top 10 actionable tips: 1.  Be  the  most  charming,  most  polite  version  of  yourself.  Always.     2.  Buy  and  read  the  publicaAons  you  are  pitching  to  -­‐  have  a  good   mix.  Be  prepared  to  spend  a  lot  of  Ame  on  research   3.  Always  write  to  a  specific  person     4.  Proof  read  your  press  release     5.  Don’t  be  afraid  to  call  them  –  but  NEVER  on  a  deadline   6.  Have  stunning  photography     7.  Make  journalists  feel  delighted  to  hear  from  you  –  always  thank   them  for  coverage   8.  When  someone’s  rude  to  you,  don’t  take  it  personally.     9.  Never  bank  on  a  PR  feature  having  a  direct  effect  on  sales   volume.    But  also  make  sure  you  have  enough  stock  if  it  does.     10.  Maintain  a  library  of  press  features  on  your  website  with  clear   details  of  how  to  get  in  touch  with  you.    
    21. 21. Recommendations: The  PR  Masterclass     By  Alex  Singleton   The  15  essenAal  markeAng   masterclasses     by  Dee  Blick  
    22. 22. Useful links •  hVp://  interesAng  arAcles  about   trends.  Keep  on  top  &  use  as  hooks  to  talk  to  media   •  hVp://     •  :  online  markeAng  Aps   •  hVp://­‐and-­‐ markeAng/pr/public-­‐relaAons-­‐(pr)-­‐for-­‐businesses-­‐ the-­‐basics/     •  journo  database   •  #brightonhour  –  Monday  8.30pm     •  #journorequest  
    23. 23. ing! isten for l nks Tha Any questions? Contact  Emma  (aka  BeVy):   /betsandbobs     /betsandbobs     /beqyoh   Contact  Lyndsey:   /whatyousowshop     /whatyousow     /whatyousow