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Getting Great Pubilicity on a Shoestring Budget
1. Presented by
Patrice Barber & Ann Albergotti
303-216-0472
www.TaylorMadeEmarketing.com
Copyright 2010-20112Taylor Made Small Biz Inc. and Taylor Made Emarketing
2. What you will learn:
Getting the Media to Publish Your
Press Releases
Monetizing Your Promotional e-
Campaigns
Three Keys to Your Successful PR
System
Copyright 2010-2012 Taylor Made Small Biz Inc. and Taylor Made Emarketing
3. Patrice Barber
Founder Taylor Made Emarketing (2012)
President Taylor Made Small Biz ( 2003)
Taylor Made Solutions (1993)
Speaker and Consultant for Online Business Development
Get More Customers Online
Internet and Mobile Marketing 101
Critical Business Processes
Put Your Year In Gear- annual internet & mobile marketing event
Online & Mobile Marketing , Operations, IT Systems Development
Over 20 years in business - bought & sold multiple start ups
Clients: 550+ small business owners & 35 Fortune 500 leadership
teams – across 3 continents
Charter Member -International Mobile Marketing Business Network
TiE Rockies - Program & Events Chair for Entrepreneur programs
Angel Capital Summit – Pitch coach
Copyright 2010-2012 Taylor Made Small Biz Inc. and Taylor Made Emarketing
4. About Ann Albergotti
Placed clients onto Channel 9 news
Placed clients in local media connections in Colorado as well as
such national media as CBS .
Sought after speaker and trainer for marketing and public relations
Frequent venues include Parker Chamber University, Sales
Professionals of Parker, Professional Referral Network Colorado Leads
Group,
Interviews on VM Direct Internet Radio and Get Your Life Back
show on Castle Rock Radio.
Specializes in the development of promotional campaigns, public
relation planning, event planning, branding.
6. Evolution Of The Press Release
–From mail & email distribution to online
submission
–The reach of the press release doesn’t stop at the
hands of the media
7. The PR Landscape Today
Social Media changed the Public Relations
industry forever
- Bloggers voice their opinion
- Video review on YouTube
- Public swap opinions real time on
Twitter, Facebook
Big Budget’s No Longer Needed
8. Using PR as part of your marketing campaign
–The press release is no longer a “situational”
marketing tool
–Importance of keywords
9.
10. Goal: To Get Media Coverage For Monthly Events
Challenge: Fairly new Chiropractor business that
needed to grow awareness of company events
Result: Press releases got picked up by multiple
newspaper outlets and published.
Increased event attendance by 40 %
Bonus:
Invitation to be a monthly columnist
11. Goal: double incoming inquiry calls to
this real estate company
Challenge: new company to the market,
new product
Results : local TV coverage, online
article by TV channel, links to their
websites from TV website article ,
National TV coverage
ROI: increased incoming inquiries by 3x
and converted 82% to new clients
within 7 days
14. Decide the desired outcomes ( branding,
event invitation , article pitch, interview,
inbound leads)
Research and list Journalists & their style
Research and list media outlet
readers/viewers/listeners
Define the message and actions for
listeners to take if any
Create your media kit
Create your articles
Outline your multiple inbound leads
15. Getting found
Good story, newsworthy, timely, well written
Submission to multiple online sites
Submission to multiple offline publications
Getting published
Connections to the editor
Correct submission format
Press release follow up
Getting interviewed
Connections to the media
Article pitch follow up
Knowing and meeting deadlines
18. Your emotional story
The results
Why choose you
Also known as
Their pain , your solution, why now
19. Media Kit
Biography
Includes:
• Name & Title
• Year Joined/Started
Company
• Experiences
• Associations
• Education/
Certifications
Public Relations
20. The facts
The results
Why choose you
Also known as
Their pain , your companies solution, why now
21. Media Kit
Company Fact
Sheet Includes:
• Company Name
• Inception Date
• City Located
• Owners/Executive
Officers
• Company History
• Product/Service Offers
• Contact Information
Public Relations
• Mission/Vision
22. Press Releases
Must Include:
• Contact
Information
• Release Date
• Headline
• Body
• Response
Public Relations
Information
23. Online Media Hot Spots
– PR Newswire (Fee Based)
– PR Log
– 1888PressRelease
24.
25. Getting your first interview
Ready for O?
How to prepare
26. Research and list Journalist, their style
Research and list media outlet
readers/viewers/listeners
Get the questions before hand
Be clear about the message you want to
convey and craft your answers.
How will your story be used? Are you a
feature story or used to illustrate a point
Do you need to provide samples
When will your segment run?
27. Workout the morning before your
interview
Spray your hair
Use extra make up color
(for women)
Wear solid colors – no prints
Review your key points
Present your speaker intro
Check your posture
Sit on your coat tails
Be informative- not salesy
SMILE!
28. Monetizing Your
Promotional Campaigns
CONNECT - CONVERT - RETAIN
29. Monetizing Your Online and Offline P R
CONNECT
Press Article Exposure &
Releases Pitches Visibility
CONVERT - Call to Action
RETAI N – Service/
CONVERT - Workshops/ products/ upsells
$$$
Webinars $$
CONNECT
Social Media Posts Video Blog
Articles
30. •drive traffic to a landing
page
• excite visitors with an
offering
• convince visitors to
move to the next level of
service with a call to
action
• build a marketing list
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33. CONNECT with Traffic +
CONVERT to Prospects+
RETAIN with Follow up =
Copyright 2010-2011 Taylor Made Small
Biz Inc.
34. Clean content and follow
up
Media Kit - on the website
Media List – who will you send it to
Influencer List – who else has connections to
get articles accepted
Company Marketing Materials - brochure,
flier, one sheets, case studies
Communications Plan – matched with
company growth goals
Ongoing
Public Relations
Monthly goals and Content Plan - you always
35. Mobile Marketing Analytics
Online Media Marketing
Social Media Internet Marketing
Press releases Landing pages
Email Marketing Auto responders
Blogs E-commerce
SEO-Search Engine
Optimization (on page) Client Relations Management &
SEM-Search Engine Sales Team Management
Marketing
Copyright 2010-2011 Taylor Made Small
Biz Inc.
36. Online Media Marketing
CONNECT with Traffic - Email Marketing
CONNECT with Media– Press releases, Articles, Blog
posts
CONNECT Virally - Social media shares
CONVERT – email marketing, forms, auto responders
CONVERT - Sales Team Management
RETAIN – Product / Service / Upsells
Mobile marketing
CONNECT with traffic - QR codes & SMS Text messages
CONVERT - Mobile websites
RETAIN – text campaign, email campaign for offers
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50. Mobile Marketing Analytics
Online Media Marketing
Social Media Internet Marketing
Press releases Landing pages
Email Marketing Auto responders
Blogs E-commerce
SEO-Search Engine
Optimization (on page) Client Relations Management &
SEM-Search Engine Sales Team Management
Marketing
Copyright 2010-2011 Taylor Made Small
Biz Inc.
51. …
We will build and launch your media campaign.
Start with 1 hr consult to set your online promotional goals
(article framework, content plan)
Build your Communications Calendar
Execute your Online promotion with setup on MOSAIC
MOSAIC access included- basic level
Create your Media kit (3 part)
Create and submit your Press release
Create a related Blog Article
Write the email campaign content for you to announce your article and PR
Pre - LAUNCH strategy session
LAUNCH – all items and follow up by email and phone with the media
$897 Today 2 pay $297 Public Relations
52. WE GUARANTEE YOU WILL LOVE WHAT WE
CREATE FOR YOU,OR
I WILL REFUND
100% OF YOUR MONEY.
Just notify us prior to launch.
Patrice asked that I have a special offer for all of you and I know that all of you are in different stages of your businesses and so I was racking my brain trying to figure out what would be of the greatest benefit for each of you that was related to this particular topic and then it dawned on me that I need to know you and your businesses in order to really help you, so I am going to do something that I have never done before. I am going to offer you all a