Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Promotional Cocktail

276 views

Published on

Adele Cehrs' 2012 NTC Ignite presentation.

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

Promotional Cocktail

  1. 1. The Promotional CocktailMixing it up with an IntegratedCommunications ApproachAdele Cehrs, President, Epic PR Group
  2. 2. Advertising Agencies…1960’s 2 The Promotional Cocktail
  3. 3. Mad Man…Jon Hamm AKA Don Draper 3 The Promotional Cocktail
  4. 4. Mad Men…Christinia Hendricks AKA Joan Holloway 4 The Promotional Cocktail
  5. 5. What is PR? How does it work? Who are you MOST likely to believe? 5 The Promotional Cocktail
  6. 6. KNOW YOUR DRINK Scotch on the Rocks – National newspaper1 Just the facts – Who, what, when, why, where. Fruit Martini – Magazine & trade publications Longer lead time, more in-depth articles, specific niche readership.2 Long-island Iced Tea -- Local News Local feel and flavor is a must. Local stories, experiences and3 trends. Trendy Drink– Broadcast news outlets Needs to be visually stimulating and appeal to a wide audience.4 Need to tell a short/concise story. The Shot – Online publications/24 hour broadcast outlets Fast! Fast! Fast! Report as event is happening. Need to tell the story in5 one minute or less. 6 6 The Promotional Cocktail
  7. 7. NATIONAL NEWSPAPERS1 • Large national audience (Average 1,207,356) • Online, print, local and special editions • Numerous sections (i.e. News, Lifestyle, Weekend, Magazine etc.) • Multiple editors and reporters • Multiple deadlines throughout the day and week • Tend to be a bit more balanced/try to tell both sides of the story 7 The Promotional Cocktail
  8. 8. Garden State Pride!The Boss and Bon Jovi… 8 The Promotional Cocktail
  9. 9. NATIONAL MAGAZINES & TRADE MAGAZINES2 • National audience • More targeted audience • Focus on the details, technology, human interest, etc. • More detailed reporting/longer articles • Lots of visual stimulations (pictures, graphs, charts, etc.) • Longer lead times/deadlines • Use freelance/submitted pieces more often 9 The Promotional Cocktail
  10. 10. LOCAL NEWS3 LOCAL, LOCAL, LOCAL • Local People o Local Stories o Local Experiences o Local History o Local Visuals • Local Perspective on National Issues • Local Business Trends & Impact 1 The Promotional Cocktail 0
  11. 11. BROADCAST MEDIA – TV & RADIO4 • Visual & Auditory • Relatable to a larger more general audience • Conversational • Short Sound Bites • Interesting Lead-In 1 The Promotional Cocktail 1
  12. 12. ONLINE / 24 HOUR NEWS5 • Where and how is the audience receiving information? • Time Sensitive • Viral Component • Images and Video • Bloggers • Social Media • Relatable • Flash Crisis 1 The Promotional Cocktail 2
  13. 13. SOCIAL MEDIA5 • Pull vs push marketing strategy • Why social media? Who will manage it? • Flash Crisis • Choosing the right medium – Twitter, Facebook, Digg, Flicker, LinkedIn, etc. 1 The Promotional Cocktail 3
  14. 14. THE SUCCESS STORY• The Glass—The foundation for your story. What is the news hook? Why a reporter should care?• The Alcohol—The story teller . The spokesperson for your article/company representative.• The Garnish—The details of the story. Facts. Statistics. Anecdotes. Pictures.1 The Promotional Cocktail 4
  15. 15. The Perfect Happy Hour (Media Interview)Rememberall your keystakeholderswhen doing amediainterview Employees Current Customers Your Business Competition Potential Clients 1 The Promotional Cocktail 5
  16. 16. PROMOTE THE PROMOTION • Social Media (Twitter, Facebook, LinkedIn) • Online NewsroomCurrent Customers • Advertising • Guerilla Marketing (Street Teams, Fans Meet Ups, Publicity Stunts, etc.) Prospects 1 The Promotional Cocktail 6
  17. 17. SHAKE IT UP• Strategic Partnerships• Brand Ambassadors• Third-party experts• Stories & Experiences• Special Events• Speaking Engagements• Product & Service Sampling1 The Promotional Cocktail 7
  18. 18. BE BOLD The best drinks are the strong ones!Adele R. CehrsPresident 218 N. Lee Street, Suite 206AEpic PR Group703-299-3404 Alexandria, VA 22314 www.epicprgroup.com Facebook: Epic PR Group 1 The Promotional Cocktail 8

×