Terri Shapiro discusses how Deluxe, a 96-year old $1.4 billion company that provides check printing and small business services, is using publicity and marketing to reach customers. Deluxe launched Project REV, a year-long marketing contest that provides $15,000 in services to 10 small business winners. The contest generates publicity for Deluxe's small business products and services. Shapiro then outlines best practices for using publicity to find new customers, including defining the target audience, understanding their purchase factors and risks, and providing reassurance. She shares secrets of effective PR, such as treating reporters as customers, limiting messages, being prepared, and merchandising coverage across multiple channels.

1. Marketing through
Publicity
Terri J. Shapiro
Deluxe Corp
Exec Director, Brand & Media Relations

2. A little bit about me
 Originally from Chicago
 Started in PR at age 14
 Worked in marketing for
P&G, Helene Curtis; big ad
agencies
 A Mom
 Had my own boutique
marketing consultancy

3. Why are we doing this?
 Today, Deluxe is a 96-year old, $1.4B company
 A leader in check printing and distribution

4. Why are we doing this?
 Today we also serve 4MM small businesses with
products that help run, manage and grow your
biz

5. Why are we doing this?
 Deluxe of today and the future ALSO helps
small businesses get and keep customers via
online marketing services
Logos
SEO Email Websites Social Media

6. How is Deluxe getting the word out?

7. Deluxe PR: Project REV
 A yearlong marketing
lab initiated with a
national contest
 10 winners chosen
 $15,000 in Deluxe
marketing products
and services
 Counseling support
 Jan – Dec 2012
www.projectrev2012.com

8. Project REV PR

9. What “Dreamers” wanted to know:
 Finding new customers
 Advice on publicity and social media

10. Finding new customers:
The KEY Questions
 Who
 What else could they choose
 When do they buy
 Where do they buy
 How do they find info
 Is this a risky purchase
 Discretionary or necessity

11. Finding new customers

12. Target audience: WHO
 Who is the customer?
 Consumer audience
 Demographic factors?
 Attitudinal factors?
 Who might influence the consumer’s decision?
 B 2 B audience
 Is the customer also the decision maker?
 Role in the organization?
 Risk in making the decision?

13. Target audience: WHAT
 What are their other choices?
 Direct competitor
 Indirect competitor
 Does local matter in this purchase?

14. Target Audience: How
 How do they seek information about this
purchase?
 Events
 Publications
 Consumer
 Trade
 Professional or civic associations
 In retail environments
 Recommendations and reviews

15. Target Audience: Purchase Frequency
 Does your customer need your product or
service more than once?
Existing Customers
How often are they in need?
YES How often are reminders required?
Can you increase purchase frequency?
What will it take to keep them loyal?
Can they help you with new customers?
Dual strategy: Keep
existing customers New Customers
and get new ones What do your existing customers have in
common?
How can you use this info to efficiently
find new customers?

16. Target Audience: Purchase Frequency
 Does your customer need your product or
service more than once?
NO Existing Customers
Can they help you with new customers?
Focus on generating
stream of new
customers New Customers
What do your existing customers have in
common?
How can you use this info to efficiently
find new customers?

17. Target Audience: Risk
• RIS K: What is the risk taken by the customer in purchasing your
product or service for the first time?
LOW HIGH
Quicker Take my time
Less expensive More expensive
Rational or less emotional Consider options
Failure not punitive Need to trust
Short time for consumption High emotional
Live with decision a long time
PROVIDE
REASSURANCE

18. How can marketing provide
reassurance?
 Plan on multiple points of contact
 Find ways to showcase your previous work
 Feature endorsements from satisfied customers on your
website
 SOCIAL MEDIA
 Show that you are an active member of the community
 Establish yourself as an expert in your field
 Reach out to those who are influencers
TACTICS!!

19. Power of online reviews
Source: Cone 2011 Online Influencer Trend Tracker

20. Terri’s Insider Secrets of PR:
 Secret #1 – The media is a customer
 Secret #2 – Say VERY little
 Secret #3 - Preparation . . . and more
 Merchandising your PR

21. Secret #1: In PR, you have 2 customers
The people who can
buy from you
Reporters, editors, bloggers
who influence decisions to buy
in editorial postings

22. Media = Gatekeeper
Get to know the
interests of the
gatekeepers
We’re here because the Witch
of the North sent us . . .
And she’s got the ruby
slippers to prove it!

23. Research the media
http://www.spj.org/fdb.asp

24. Offer Yourself as a Source
http://http://helpareporter.com

25. Research Editorial Calendars

26. Research Editorial Calendars

27. “Pitch” to the needs of journalists
 NOT looking for a press release
 Looking for a story – preferably with local
relevance
 They need:
 To create a list of resources for their readers
 To tell a seasonal story
 Stories with a twist
 An example that illustrates a trend
 Expert commentary

28. Story that is seasonal

29. Help them create a list of resources

30. You got the media interested!!!
 Now what?

31. Secret #2
 Tell them VERY LITTLE!
 Plan your messages ahead of time
 Limit yourself to 3 – 5 messages
 Express yourself in sound bytes
 Less is more

32. Secret #2 - continued
 Be a broken record
 Repeat yourself to
make sure your
messages get across

33. Secret #3
 Never ever talk to the media when you weren’t
expecting them to call.
I can’t talk to you
right now. But I’d
be happy to get
back to you soon.

34. Secret #3: You can’t prepare too much
 Rehearse your key messages
 Plan for bridging to key messages
 Don’t: “No Comment” or “Off the Record”
 Do: CALL THEM BACK!

35. Merchandise Your PR
E-mail
Twitter
Facebook
Mailing
Blog

36. Questions?