Brighton Etsy intro to PR
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Emma from www.betsandbobs.co.uk and Lyndsey from www.whatyousow.co.uk share PR tips and their experience with the Brighton Etsy group of designer makers.
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Brighton Etsy intro to PR
- 1. ello! H
- 2. What is pr?
- 3. Why is IT IMPORTANT?
- 4. (NB: No ‘one size fits all’ approach)
- 6. Think about… What’s your What’s your How Are you going to
- 7. Your approach Website/ Online Shop CollaboraAons Other retailers Events Blog Media RelaAons Social media
- 9. Your tool kit Blog content plan Passion & Persuasion Social media content plan Product samples Press release Good quality images
- 10. • Does it have a purpose? • Are you sharing something different? • Do you have the 6me? • Commit to it and post regularly • Work with other influen6al bloggers
- 11. • Start a conversa6on • Build an on-‐going rela6onship • Crowd sourcing – involve your fans
- 12. Feb Week 1 News (E.g new trends, seasonal styles, naAonal news relevant to your product/ service) Deals/ comps/ other news Regular feature (e.g. Tuesday Trend Watch/ Follow Friday – this gives fans something to become familiar with and look forward to) Anecdote (This could be something that’s happened to you/ you’re working on – something to relate to) Crowd source/ debate/ conversaAon starter Feb Week 2 Feb Week 3 Feb Week 4
- 13. • Think about your key messages • Strongest points in intro • Topical hook for story
- 14. Good quality images See your products on the page Individual & group shots
- 15. • Think about stock levels • Be realis6c about media samples • Choose a ‘hero’ product to focus on
- 20. The facts PR CAN: • Create media coverage in a cost effecAve way • Reach hard-‐to-‐reach decision makers/ consumers • Create a trusted third party endorsement (peer to peer) (vs. adverAsements which come from a company/brand) PR CAN’T: • Guarantee coverage & Aming -‐ the news agenda dictates • Provide approval -‐ unlike adverAsing the message is not paid for so therefore cannot be completely controlled • Provide explicit branding -‐ clever routes/stories are needed to subtly weave branding into a story.
- 21. Things to remember: Talk to others Tell a story Make sure the stock you are pitching is available Be paAent: coverage can someAmes take months Create a strong press release: key words for SEO Write features: group products together, work with others, 3 of the best etc • Think about seasonal giT guides • Don’t forget about local/ regional media • • • • • •
- 24. What makes people buy? Source: www.sigmawebmarketing.com
- 25. Effective PR can : • • • • • • • • Increase awareness of your brand Help you to sell your products Develop valuable relaAonships with key influencers Build backlinks to your website & improve search rankings Direct new followers to your social media profiles Build social proof Help spread the word about new products and events Save money vs tradiAonal adverAsing
- 26. The What You Sow PR approach: • IniAal contact – send something special in the post • Call -‐ “I’ve got a product that will be of real interest to your readers. Do you have a few minutes to talk about it?” • Email immediately! Busy journalists will forget about you the moment you hang up the phone. • Follow up regularly -‐ this is a relaAonship you’re building
- 27. The kind of responses you should be aiming for: Hi Lyndsey, we did receive your lovely liVle press pack and the company has been put forward as one of our ‘go to’ companies when looking for products to feature editorially. Thank you for calling earlier, as I menAoned, Both the editor and myself love the website, we just need to ensure that we have relevant features in place first. We always do two ‘Garden Buy’ features each month, so if you have any Ap offs of one of your products that are selling extremely well, I’d always be keen to hear from you. In the meanAme, I’ve fallen in love with the Orla Kiely plant pot and the sprout bookmark, so I’ll be pinning and facebooking them shortly. it really was appreciated and I’ll certainly do all I can to help Once again, thank you for sending the press pack over, promote such ‘lovely things for the garden.’ Kind Regards, Siobhan Hi Lyndsey Thanks for sending this over... what a brilliant idea... we’d love to give What You Sow a plug Yes, – if we’re out in April, presumably this will be good Aming? Any images or addiAonal info you can send will be great and I’ll be in touch in a few weeks for a few more details... your tweets etc Thanks again for thinking of the magazine and are much appreciated... All the best Cinead Dear Lyndsey, How very nice to hear from you, and SO nice to have some feedback on the response to the column, which I rarely get! I'm delighted to hear that it brought in some new orders and new visitors to the site. hopefully Keep me posted on any new products and I can feature you again! Constance x
- 28. Top 10 actionable tips: 1. Be the most charming, most polite version of yourself. Always. 2. Buy and read the publicaAons you are pitching to -‐ have a good mix. Be prepared to spend a lot of Ame on research 3. Always write to a specific person 4. Proof read your press release 5. Don’t be afraid to call them – but NEVER on a deadline 6. Have stunning photography 7. Make journalists feel delighted to hear from you – always thank them for coverage 8. When someone’s rude to you, don’t take it personally. 9. Never bank on a PR feature having a direct effect on sales volume. But also make sure you have enough stock if it does. 10. Maintain a library of press features on your website with clear details of how to get in touch with you.
- 29. Recommendations: The PR Masterclass By Alex Singleton The 15 essenAal markeAng masterclasses by Dee Blick
- 30. Useful links • hVp://www.forbes.com: interesAng arAcles about trends. Keep on top & use as hooks to talk to media • hVp://www.thedesigntrust.co.uk • www.mashable.com : online markeAng Aps • hVp://www.smarta.com/advice/sales-‐and-‐ markeAng/pr/public-‐relaAons-‐(pr)-‐for-‐businesses-‐ the-‐basics/ • www.journalisted.com: journo database • #brightonhour – Monday 8.30pm • #journorequest
- 31. ing! isten for l nks Tha Any questions? Contact Emma (aka BeVy): /betsandbobs /betsandbobs /beqyoh Contact Lyndsey: /whatyousowshop /whatyousow /whatyousow
Hinweis der Redaktion
- Emma – introductionLyndsey – introductionEmma – intro about what I’m going to cover off
- Essentially it’s all about reputation. Seeding your story out to your target market – either directly (social media) or through a third party (journalist)
- Sounds like a simple question. A good reputation = more fans, right? It’s more than that. Although it’s something you can’t control to some extent, it tells your brand story. It’s not like above the line, paid for activity where you pop an advert in a magazine, it’s about building brand messages and developing true brand advocates that do the advertising for you, with your story coming from other people.
- Take it back to the basicsAn endless topicNo one size fits all
- What’s unique, different about you?
- 1. What’s your USP? What makes you stand out from everyone else? USE THIS! 2. How do you want people to perceive your BRAND? That’s your story – E.g. Ethical, fair trade, handmade – Lyndsey’s products are ‘thoughtfully sourced’ 3. How are you going to tell the story? Which channels are you going to use to reach your target audience?
- Is Etsy your only online channel? Will you have your own website too, telling your story?Will you be approaching local retailers to sell your products – art on the wall of venues, cards on the shelf – all ways to get your product into the hands of the consumer – but think about marginsBlog – How much time have your got to dedicate to building your brand awareness. Is it an integral part? Don’t write a blog for the sake of having a blog. It’s a commitment. Post regularly or any followers you have will lose interest – draw up a content plan and be strict with yourself. Make sure you have time. If you don’t work with someone that does. Build a relationship with influential bloggers in your region/ area of craftSocial media – again, don’t have a Facebook page for the sake of it – it’s hard to create a valuable community. Think about what you have to share and how you will share it. Twitter is the easier option – retweet other peoples content, share interesting images, facts, news, products etcMedia relations- local and national journalists need content for newspapers, magazines and websites. Think about what your story is and why it would be of interest to them. Draw up a list of key target publications, meet with them for coffee, talk to them. Make sure you choose your target slots in the publication and make their job easy. Always use topical news hooks as a reason to talk to them e.g. trends, new techniques, new materials. Provide them with the content as they need it. THINK ABOUT LEAD TIMES – monthly titles can write their content up to 4 months aheadEvents – Showcasing your work a markets, fairs and events (evenings parties etc too) all helps to get your name out there. It’s an invaluable opportunity to have a one to one chat with your target audience – MAXIMISE IT. Interact with people. You are the face of your brand, you are the first impression. Think about open houses – remember, CHRISTMAS IN JULY – start talking to journalists now about Christmas. ALWAYS WORK AHEAD. In January, plan your year’s approach.Collaborations – Work with other local designers to share the load. Swap skills, mentor each other in different areas. Events – exhibition, fair etc – save costs where you can with the same impact/ reach
- Examplecollab
- Think about which channels you are going to use to reach your target audience
- 2. Blog content planDoes it have a purpose? Don’t start one just because you think you should. It’s one way content so it may be more valuable to have a strong Facebook page where you can engage with your fans rather than broadcastDoes it share something different/ new?Think of a quirky topic/ spin/ angle/ viewYou need to stand out – content that people will want to read and shareWhat are you good at?Do you have time to update it regularly? (at least once a week)What type of blog are you going to have?Tumblr: imagesBlogspot/ wordpress: copy & imagesGET GOOGLE ANALYTICS and you can see which content is interesting – Lyndsey has a good blog, she can share some tipsGuest blogging??
- Create a conversationThe important thing to remember is that Facebook and Twitter are platforms for conversations, not Q&AsTwo way engagement- ask their opinionThink about building an ongoing relationshipWhat are they going to gain from liking your page?What information/ content can you share with them?Your Facebook page is your personalityPost regularly, but don’t bombardFacebook isn’t all about selling, it’s about involving people in your brandVisual posts encourage shares, increasing brand awareness, but should be relevantMake your fans feel importantCrowd sourcing (e.g. Asking them which design/colour/style they like the most)
- Think about 1: The value of the content to the user and to the organisation.2: The cost of sourcing, creating, publishing and maintaining that content.Wealth/ amount of content depends on your time. It’s two way, you need to be there.New product images, industry trends, industry news, seasonal news, special offers, giveaways, product development questions, anecdotes. Don’t live by your plan though – need to be in real time
- Writing a press release - What do you want them to know?Imagine journalists will only read the first few lines/para – who, what, where, when, howWhat’s the call to action?Expert quotes – easily transferable into copyBe creativeFeatureTopical news hook – national events, celeb stories, trends
- SEE YOUR PRODUCT ON THE PAGEIf journalists want to feature your product, they will need a hi-res image (at least 1MB)Look at the magazine/ website/ blog you want to be featured on and imagine it on the page. If you can’t see it fitting, they won’t use itthis can be as simple as the background colour, although if they really want it they will call in a sample and shoot it themselvesIf photography is your strength, it’s useful to have product shots (white background) as well as lifestyle shots (showing them in context)
- Be prepared for product demandAs with images, getting the physical product into the hands of a journalist is key – then the product will sell itself onto their pagesBe prepared to provide journalists with samplesThink about cost to youChoose hero products to focus on in the rangeThink about different focuses – one product for print, one for online etcWhat can you realistically afford?You will need to include product samples in your budget
- Remember that you are selling you – your passion will sell itself
- Talking to journalists can be daunting, but they are normal peoplePassion & persuasion = winning combo
- You might get a journalist that sounds like this – but everyone has their off days. find common ground – go and see them for a coffee. Put features together for themTalking to journalists can be daunting if you’re new to it BUT you’re selling what you’re passionate about, so use your passion to persuadeTop tips:Read the magazine/ website you are pitching toFind the slot that your product will fitDon’t be afraid to call and ask who looks after a particular feature (you’ll be wasting both yours and their time pitching to the wrong person)Write down three bullet points you want them to remember after the call (NEVER read off a script)Get a thick skin (even the nice journalists have bad days)Don’t waste time with small talk, unless you know them. Think of a seasonal/ topical hook to get their interest Call before 9am or after 11am (key meetings are usually in between)
- Work together in the Brighton Etsy team, talk to people, come up with feature ideas – help each other, post on each other’s blogs. Find out what works for you
- Be realistic about what you can achieve – one step at a time – maximise everything you do – use one message across all channels