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Using Personas to Improve Pitching Results

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Using Personas to Improve Pitching Results

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Communicators need to take a note from digital marketers. Using personas can help you go narrow to improve the pitch to placement ratio, get better results and stop wasting time. Presentation for PRSA International 2017.

Communicators need to take a note from digital marketers. Using personas can help you go narrow to improve the pitch to placement ratio, get better results and stop wasting time. Presentation for PRSA International 2017.

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Using Personas to Improve Pitching Results

  1. 1. IMPROVE YOUR PITCHING RESULTS WITH PERSONAS Bonnie Harris Founder, Wax Marketing waxmarketing.com @waxmarketing
  2. 2. @waxgirl333 The Problem The Numbers Creating Personas Personalizing the Pitch
  3. 3. REMEMBER THE GOOD OLD DAYS? @waxmarketin g The good old days.
  4. 4. What’s changed: • Proliferation of media outlets • Job hopping media • Content marketing
  5. 5. What’s REALLY changed: • Business people try to duplicate a consumer experience • Forrester: 75% of people want a self-directed experience • Think with Google: 57% get to the buy on their own
  6. 6. • 4, 257, 773 blog posts posted YESTERDAY THE NUMBERS ARE SHOCKING @waxmarketing
  7. 7. • 20% of journalists rely less on PR for stories (Cision) • 37% say we need to respect their pitching preferences more (Shut up Cision) AND A LITTLE DEPRESSING @waxmarketing
  8. 8. What’s the solution?
  9. 9. What’s the real solution? GO NARROW.
  10. 10. Forget the firehose • Choose fewer outlets • Know your targets • Personalize your pitching
  11. 11. Improve your pitch to placement ratio.
  12. 12. THIS IS WHERE PERSONAS CAN HELP
  13. 13. So what is a persona? • A persona is a semi-fictitious representative of your ideal customer media person
  14. 14. PERSONAS HELP US GET SPECIFIC – PERSONALIZE THE EXPERIENCE.
  15. 15. BECAUSE NOW WE’RE INFLUENCING. NOT PITCHING. WE’RE INFLUENCING THEM THROUGH THEIR BUYING CYCLE.
  16. 16. Media Archetypes Blogger Producer Influencer Online Writer Print Reporter
  17. 17. QUESTIONS TO THINK ABOUT • What % of the cycle is self-directed? • How & when do they build relationships? • Who/what influences them? Some demographics will help visualize your new persona. @waxmarketing
  18. 18. • • • • • @waxmarketing WHAT’S THEIR BEHAVIOR?
  19. 19. JON FULTON, ONLINE REPORTER • Writes for several tech websites • Up super early • Hates being pitched • Seriously into Twitter & Reddit • Writes latest news • Needs to be “first” to get something • In a competitive pitch environment
  20. 20. JON FULTON, ONLINE REPORTER Pitch Plan • Share his stories • Determine his influencers • Develop his editors • Provide a favor • Give exclusives
  21. 21. How do I get this info?
  22. 22. 1. LURKING
  23. 23. ASKING • Where do you find your stories? • What’s the best story you’ve done? • What are you working on? • Who are your influences? Etc.
  24. 24. 2. ASKING
  25. 25. LURKING 101 • Observe social media accounts • Who do they follow? • Who do they curate? • When do they post? • What’s their tone? • If personal, what are their interests? • Read articles • Who are their sources? • When do they publish? • How many publications do they publish in?
  26. 26. PREPARE YOUR PITCH PLAN FOR EACH PERSONA • Think long-term • Reach them before you need to pitch them • Watch them (lurk) • Ask them • Influence their “buying” cycle @waxmarketing
  27. 27. SUMMARY • Narrow down your pitching targets • Update your personas • Personalize your pitch plan • Measure your pitch to placement ratio @waxmarketing
  28. 28. Bonnie Harris WaxMarketing.com waxmarketing@gmail.com 612-801-0912 @waxgirl333

Editor's Notes

  • We’ll start with a short definition of IMC, just to get everyone back on the same page. Then we’ll learn why behavior is so much more important than demographics. I’ll give you 5 takeaways throughout the presentation that you can start using right now as well as tell you some stories about the best IMC behavior targeting.

    We’ll also talk about incorporating personas into your PR practice, which is another way to get you moving your PR practice with more IMC flavor.
  • Sources:

    Worldometers
    Zephoria
  • Sources:

    Worldometers
    Zephoria
  • I believe good communicators have always done this. But if you want to succeed in the new world, you’ve got to change your behavior.

  • Importance of personasHow many of you have worked with persona’s before? Can you explain the context of how you did that?
    What’s the most famous persona you can think of? Betty Crocker. What goes into a persona?
    Simple vs. robust personas.
    Archtype personas
    Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.

    Demographic
    Psycho

  • Importance of personasHow many of you have worked with persona’s before? Can you explain the context of how you did that?
    What’s the most famous persona you can think of? Betty Crocker. What goes into a persona?
    Simple vs. robust personas.
    Archtype personas
    Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.

    Demographic
    Psycho
  • I believe good communicators have always done this. But if you want to succeed in the new world, you’ve got to change your behavior.
  • I believe good communicators have always done this. But if you want to succeed in the new world, you’ve got to change your behavior.
  • I believe good communicators have always done this. But if you want to succeed in the new world, you’ve got to change your behavior.
  • I believe good communicators have always done this. But if you want to succeed in the new world, you’ve got to change your behavior.

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