Jeanette Miller, Principal
jeanette@limelitepr.com
www.limelitepr.com
Blog: PRandMoms.blogspot
Presented by:
PR That Gets ...
What we do…
Cost effective programs so clients
receive the most exposure for
marketing budget.
Develop integrated PR campa...
Favourite Quotes:
If you don’t know where
you are going
how will you know when
you’ve got there?
If you always do what
you...
Who are we trying to reach
Today’s Moms
Controls 85% of household spending
Internet
E-newsletters
4 Magazines
Blogs, Video...
Trio of Generations
Gen Y
1977-1994 /02
Aged 18 to 32
Gen X
1965-1976
Aged 31 to 44
Boomer
1946 - 1964
Aged 43 to 63
Each Generation Uses Internet
Differently
• Boomers Facebook, LinkedIn
• Gen X shopping, uploading
photos, review products...
Nobody likes a one way conversation
NO MORE pushing content
NO MORE cookie-cutter
PR campaigns
The Age of Engagement requires multiple
points of contact from traditional PR, blogger
relations, influencer programs.
Conventional Media Relations
Best used for:
• controversy
• can be tied to a news
story
• event publicity
• new business l...
Challenge #1
Pitch your expertise;
provide content to the media.
New Media: e-newsletters
approach to e-newsletters
Best used for:
• event listing
• new product
launch
• new business
launch
Tools of the trade
• p...
Challenge #2:
Create cross-promotions that engage
with their readers/your customers.
Blogger Outreach
Online Media Tours
Best used for:
• product reviews
• event promotion
• contests
• sponsorships
• scholar...
Challenges #3 and #4
Qualify and create a validation process:
technorati rating, # of unique visitors,
system to answer an...
Influencer Programs
In-home Parties
Nintendo & Cuisinart
• Party box (invites, snack
recipes, samples)
Mom Mixers
Method, ...
Challenges #5 #6 #7
Make it easy for moms to share info about you.
Affiliation influence - partner with like
businesses to...
Define the opportunities
in the next 30 days
See results in 90 days
by rising to the
challenges
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PR That Gets Moms Buzzing

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Moms trust what they read and see and are the best influencers to drive conversations about your brand. But when it comes to reaching today's moms, it's essential to take a multi-faceted approach to PR. Learn how to get the most exposure for your budget by conducting traditional media relations, blogger outreach and influencer activities. In this session, Jeanette Miller, Principal of limelitePR, will focus on PR activities that will get you results and generate brand awareness at a consumer level. She will also challenge you to take your current PR and marketing plan to the next level.

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  • Thank you jeanette for a great seminar last night.....get a newby like me excited at the possibilities
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  • 7 yrs experience creating grassroots promotions, media sponsorships, interactive contests working for AA ,VIFF. Have experience work w/distribitors and large product line when with AG.
    Bug & Pickle – career highlight for pr and M2M
    Refocused in 2008 by refining our focus
    Moms rely on other moms for advice/recommendations
    When you are part of a moms ecosystem, you have their loyalty. Opposite – when you piss them off, they are a force to be reckoned with.
    Change in media consumption - harder to get stories, less readers, older viewer
    Hope to change the way you see PR thus redefining PR
    Defining PR as any activity that targets those who offer third party credibility. Include: media (reporters), bloggers (mom bloggers), moms’ themselves. The latter 2 are called influencers.
    Integrated PR is a spectrum of tactics to reach and influence a targeted audience, and persuade that audience to behave in a certain manner. Important to moms because to fully engage with mom market a brand must be active in 2 communities – physical and peer to peer
    Integrated also meaning is an we offer services that are an extension of other marketing activities - including social media.
  • PR plays an important role in product/service awareness by increasing brand recognition (and ultimately loyalty) through promotional activities and publicity.
    you can't put your marketing program entirely on hold. You need to do something to attract new customers (and give existing customers more reasons to stay). Both advertising and PR are all about generating attention and affection for their subjects. advertising is expensive. You get what you pay for with advertising, but if you want a lot it will cost a lot. Not so with PR. While it is possible for any publicity campaign to fall flat, the right story told at the right time in the right way can bring powerful and valuable attention to your business far in excess of what you spend to develop it.
    PLAN!! As entrepreneurs, PR tends to be the last thing you are thinking about. But you know that you want ‘it’. It needs to be part of the process while you are developing the product. Just because you build it does not mean ‘they will come’. PR & Mktg takes effort that you must be committed to – while you are running the business.
    Make sure you define your goals and how to measure the effectiveness along the way.
    I want you to think deeper about what you are trying to achieve, to whom and way to use PR to reach your goals. As your business grows, so does your PR strategy.
    I’m going present 7 challenges to you that, if implemented, will take your PR activities to the next level and get immediate results:
    help getting started (PR 1.0),building on a solid foundation (PR 2.0)develop mom-focused influencer programs (PR 3.0)
    This is a process that I developed that can have an impact in 30 to 90 day.
  • Seth Godin: Prediction: there will be no significant newspapers printed on newsprint in the US by 2012. So, you've got two and a half years before the newspaper industry is going to be doing something else with the news and the ads, or not be there at all. Does that change what you do today if you work in this business?
    Insight! The newspaper industry is in trouble, but news is not going to go away, just the paper part.
    Prediction: 90% of your sales will come from word of mouth or digital promotion by 2011. How do you change what you're doing today to be ready for that?
    WHY? Moms are a moving target. Not predictable when it comes to media consumption.
    younger digital moms tend to be more comfortable with new tools like social networks and SMS, whereas older moms are more comfortable with information channels online…so a one-size-fits-all is not going to work 
    Hint: by tapping into moms dual motivations - staying connected for their own needs, as well as the needs of their children - marketers have an opportunity to empower moms with content, experiences and community
  • The age of a group of individual and the impact of cultural and societal movements does shape attitudes and behaviours however don’t rely solely on chronology of a generation, understand the day-to-day events with cohorts (children the same age)
  • Do your research. The more you understand the audience & how they are using the internet, the more you can create campaigns that utilize tools that will interest and attract moms.
    Boomers tend to less tech-proficient they are willing to spend time comparing prices, products and services, participate in social networking sites such as Facebook, (business professionals) LinkedIn
    Gen X moms are less attached to digital media and are more likely to engage in task-oriented activities such as shopping and uploading photo. Top 3 activities – use photo sites, rating and reviewing products, shopping.
    Gen Y integrate technology seamlessly into her life. more attached to ‘media’ that connects them to other moms (communities, blogs, video-sharing) suggesting they prefer to rely on PEERS than experts to help parent. Top 3 activities of Gen Y moms – reading blogs, participating in online community of moms, creating and sharing their own videos.
    Mom are using social media sites like twitter, facebook, myspace – in fact, some sites are receiving exponential growth because of moms
    blogs however their usage patterns vary depending on the type of moms you want to reach.
    2008 study from MindShare estimated the number of moms on social networks to be around 33 million
    Café Mom/Razorfish study say “digital moms” interact with social networks (65%) and text message (56%), than use traditional news sites (51%)
    So when developing and implementing online PR activities, consider the audience and how they use the Internet
  • You should NOT have a static website. Need a blog, participate on twitter or facebook, a way for moms to interact with your brand. Show your most interesting features on the home page and update it frequently
    Moms determine consumer spending through recommendation, engagement and experience.
    Every campaign you do should be unique and help take your brand to the next level
  • What do we see with these photos – SHARING. Moms love to share
    With Integrated PR campaigns that emphasize ops for moms to share, you will experience results immediately.
    As before – to fully engage in the mom market you must be active in at least 2 communities – physical and peer to peer
  • Good for targeting boomer & silver birds.
    Event publicity – multiple angles get most coverage; expect coverage week of event tho = not good for advance ticket sales (that must be done through grassroots efforts). New events are good & bad – depends on attendees, sponsors, location, timing.
    Celebrity but is expensive and can be short-term. Be careful who you align with.
    Traditional press coverage is more difficult to obtain in many instances. At one time I could guarantee at 5-10 ‘hits’. Now, I cannot guarantee anything. Have had some campaigns that have resulted in 2. There is a spectrum and a lot affects each pitch.
    Pro: one hit can turn into coverage across network
    Con: Centralization of reporters (Toronto, Vancouver),
    Pro: local story angle works best
    Con: getting coverage outside home market can be more difficult
    Is good for competitor positioning
    In Canada, we read at least 1 magazine per week/4 per month; newspapers reader & TV viewers skew older (heaviest users are 45+, with 65+ being the most dedicated). Readers are aging and decreasing in numbers but still good for lead generation and competitor positioning
    Some say easier to measure ROI
    Offline press does not translate into online sales very well
  • Top 10 lists; Ways to get through rainy spring
    Columnist – Van Sun math series: Math Matters by scientific director of the Mathematics of Information Technology and Complex Systems (MITACS) research network at Simon Fraser University.
  • Conventional model but new media – approach similar to trad media
    Are niche based – high quality readers
    strong open rate
    ads can be highly valued by readers – are way more affordable than traditional media.
    Weakness – exclusivity (need alternative angles for each e-newsletter, especially in Canada)
    Won’t write about you repeatedly so consider other methods (ads, x-promo) which will engage with readers
  • What do you have that you can offer – a storefront, a SM following, email newsletter list. Joint contests, consumer show costs, product demo ‘groups’
  • Moms read blogs, are a major influencer in consumer purchases and moms lives.
    Smaller readers than trad PR but have bigger influence; larger amount to target with specific niche
    build relationships with key influencers
    Bloggers specialize – eco, fashion, baby, travel, …similar to e-newsletters that they have high quality readers
    EXAMPLE: Mabel’s labels “test” of blogger impact (5th Anniversary special promotion – news of speical offer only 24hrs beforehand to only network of bloggers – posting on facebook as well. Results: company’s second biggest sales day ever.
    Mixers/social events are similar to a ‘press conference’ but informal – product launch, demo, location enhances brand experience. Company rep should be in attendance (so this could limit to sales reps/distributors, affiliates, local markets).
    When to use blogger outreach –Graco – Sfblogger group, builds relationships w/influencers
    If you are not experiencing blog requests, if you continue to develop online presence – you will.
    Problem: requests become full-time job
    USA more sophisticated blog ‘market’
    CDN are newer and don’t demand as much however they still want ‘benefit’ to blogging. Consider bloggers want to network with other like bloggers – little ops in Canada.
    Can determine blog traffic to determine top; Can track with web analytics impact
    Develop relationships with SM – especially Twitter (#1 referral tool)
    Sponsorship & engagement
    Example: mabel’s labels blog contest to send one blogger to BlogHer09
    What have been the rewards & benefits of participating in the blogging community – flight, hotel, conf pass, chief Mabel’s correspondent
  • Challenge #3.5 Provide content they can repost. Get her to guest blog on yours – pay her a stipend of cash/product!, you leave comments on hers (or supply ‘guest’ content), Leave comments on blogs that you want to be profiled on.
  • Influencer programs (leveraging social networks, in-home parties, mom mixers, product sampling)
    Influencer programs tap into moms’ nature to share, get validation, experience person growth, interact, help them manage time & relationships more efficiently.
    Especially beneficial when trying to market commodities and need to ‘explain’ value offerings.
    ROI is defined by your goals and the system you put in place that will show you the effectiveness (feedback form, downloads from your website, redemption #s, blog posts
    Leverage social networks to promote influencer programs – twitter, facebook
    Mom 2 mom direct contact = brand penetration
    In-home parties (sex products, Nintendo, cuisinart)
    Onsite retail mom mixers (Method)
    Mom advisory/ambassadors or testing panels - Product testing – through Urban Moms or your own recruitment (must self fulfill)
  • Use two out of 3
    Challenge #1 Pitch your expertise; provide content to the media.
    Challenge #2: Create cross-promotions that engage with their readers/your customers.
    think of ways to cross-promote vs straight ads. What do you have that you can offer – a storefront, a following, dedicated focus
    Challenge #3: create a validation process: technorati rating, # of unique visitors, system to answer and qualify;
    Challenge #4 Provide content bloggers can repost.
    Challenge #5 – how are you making it easy for moms to share info about you – fun, useful info, coupons, samples for her and others, invitations, recipes
    Challenge#6 Affiliation influence - partner with like businesses to conduct an impactful campaign.
    Challenge #7 Involve mom bloggers in influencer campaigns.
  • PR That Gets Moms Buzzing

    1. 1. Jeanette Miller, Principal jeanette@limelitepr.com www.limelitepr.com Blog: PRandMoms.blogspot Presented by: PR That Gets Moms Buzzing
    2. 2. What we do… Cost effective programs so clients receive the most exposure for marketing budget. Develop integrated PR campaigns that will generate brand awareness at a consumer level, which directly increases sales and maintains brand recognition. Services…  Media relations  Blogger outreach  Influencer programs My background… 15 years of marketing & publicity experience in lifestyle sector Clients…
    3. 3. Favourite Quotes: If you don’t know where you are going how will you know when you’ve got there? If you always do what you’ve always done, you will always get what you’ve always gotten.
    4. 4. Who are we trying to reach Today’s Moms Controls 85% of household spending Internet E-newsletters 4 Magazines Blogs, Video Traditional Media Media Habits USA 80.5M moms $2Trillion Canadian 9.2M moms 3.9M moms (kids under 18) 62% Cdn moms = 3.5M age 25-34 Gen Y and Gen X Word of Mom Ranks #1 UK is emerging
    5. 5. Trio of Generations Gen Y 1977-1994 /02 Aged 18 to 32 Gen X 1965-1976 Aged 31 to 44 Boomer 1946 - 1964 Aged 43 to 63
    6. 6. Each Generation Uses Internet Differently • Boomers Facebook, LinkedIn • Gen X shopping, uploading photos, review products • Gen Y reading blogs, participating in online community of moms, creating and sharing their own videos Source: The Parenting Group and NewMediaMetrics
    7. 7. Nobody likes a one way conversation NO MORE pushing content NO MORE cookie-cutter PR campaigns
    8. 8. The Age of Engagement requires multiple points of contact from traditional PR, blogger relations, influencer programs.
    9. 9. Conventional Media Relations Best used for: • controversy • can be tied to a news story • event publicity • new business launch • new product launch • seasonal angle • won an award • celebrity tie-in Tools of the trade • press release(s) • press kit • hi-res photos • video ops • media list • samples
    10. 10. Challenge #1 Pitch your expertise; provide content to the media.
    11. 11. New Media: e-newsletters
    12. 12. approach to e-newsletters Best used for: • event listing • new product launch • new business launch Tools of the trade • personal pitch • press release • press kit • hi-res photos • samples Also consider: • ads • giveaways/contests • cross-promotions & sponsorships
    13. 13. Challenge #2: Create cross-promotions that engage with their readers/your customers.
    14. 14. Blogger Outreach Online Media Tours Best used for: • product reviews • event promotion • contests • sponsorships • scholarships Tools of the trade • Blogger list • Time to read • personal pitch demonstrating knowledge of blog focus & blogger • Samples Mixers/Social Event Best used for: • preview clothing lines • Spa retreats • Product demo • Location enhances brand experience
    15. 15. Challenges #3 and #4 Qualify and create a validation process: technorati rating, # of unique visitors, system to answer and qualify. Provide content bloggers can repost.
    16. 16. Influencer Programs In-home Parties Nintendo & Cuisinart • Party box (invites, snack recipes, samples) Mom Mixers Method, Birth Fest, Mom Cafe • Affiliation with like business • In-store event Product Sampling • Product kits that allow moms to share with others Mom Advisory Panels • System for distribution, communication, feedback When to use it: when goal is to get product/services into hands and become part of moms’ ecosystem.
    17. 17. Challenges #5 #6 #7 Make it easy for moms to share info about you. Affiliation influence - partner with like businesses to conduct an impactful campaign. Involve mom bloggers in influencer campaigns.
    18. 18. Define the opportunities in the next 30 days See results in 90 days by rising to the challenges

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