Your not so secret
weapon: marketing,
media & getting the word
out Sarah Stierch
Food+Drink Editor, Sonoma Valley Sun
sara...
Business card
● Hire a designer (unless you are design savvy)
○ Also have them design your logo, letterhead,
brochures, et...
Elevator PitchBecause people just don’t pay attention like you wish they did.
● Not a sales pitch
● Keep it simple. Your g...
Elevator PitchBecause people just don’t pay attention like you wish they did.
● Hook
● 150-225 words or less
● Passion
● A...
Who to know
● Make a spreadsheet
● Food/Drink editor
● When you network, add to list
○ include web, social media, email, p...
Press release
● Make your headline irresistible
○ one liner
○ verbs, simple/short, but catchy
○ i get tons of press releas...
Press release
● Gimme some quotes
○ Bring your PR to life with quotes from staff,
participants, etc. 1-2 people, tell them...
Press release get yourself out there in the old school way
● Sending it to me
○ Include a cover letter specific to - Dear ...
Invite us to stuff*
● We will write about it.
Often before and after.
● Social media savvy
writers will share it.
● People...
Social media + Wikipedia
● Social Media
○ Don’t get accounts unless
you use it.
○ Google “How to use social
media for busi...
Events
● Tweetups
○ Twitter geeks unite
○ Live tweeting
● Yelp Elite
○ The most active of Yelp
○ Gets you positive
reviews...
Image credits
● Spear, Monika Ciapala for the Noun Project
● Cheese, Edward Boatman for the Noun Project
● Cheese grater b...
Your not so secret
weapon: marketing,
media & getting the word
out Sarah Stierch
Food+Drink Editor, Sonoma Valley Sun
sara...
Your not so secret weapon: marketing, media & getting the word out about your cheese
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Your not so secret weapon: marketing, media & getting the word out about your cheese

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Sarah Stierch, food and drink writer for the Sonoma Valley Sun, shares tips of the trade for cheesemakers on how to work with the press.

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Your not so secret weapon: marketing, media & getting the word out about your cheese

  1. 1. Your not so secret weapon: marketing, media & getting the word out Sarah Stierch Food+Drink Editor, Sonoma Valley Sun sarahstierch@gmail.com Twitter: @sarah_stierch
  2. 2. Business card ● Hire a designer (unless you are design savvy) ○ Also have them design your logo, letterhead, brochures, etc. If you don’t have a business card...then that’s just plain silly.* *same goes for a website ● On the front ○ Your name, company name (logo), phone number & email address ○ Physical address, cell, and company website ● On the back ○ Keep it blank or keep it simple (mission, tagline) ● Moo.com
  3. 3. Elevator PitchBecause people just don’t pay attention like you wish they did. ● Not a sales pitch ● Keep it simple. Your grandmother should get it. ● Things to state in 50 seconds: ● What is your product or service? ● Who is your market? (i.e. distribution, direct to consumer, cheesemakers) ● How do you make your money? (i.e. make equipment, distribute for cheesemakers, sales, tours) ● Who is behind your business? (your background, staff) ● What gives you an advantage (i.e. special technique, flavor, partners, distribution)
  4. 4. Elevator PitchBecause people just don’t pay attention like you wish they did. ● Hook ● 150-225 words or less ● Passion ● Ask for something (get a card, set up a meeting, invite them to visit) Anyone wanna share their pitch?
  5. 5. Who to know ● Make a spreadsheet ● Food/Drink editor ● When you network, add to list ○ include web, social media, email, phone ● Feel free to introduce yourself ● Patience ○ we get a lot of emails/calls ○ be responsive to us - we serve you - including weekend
  6. 6. Press release ● Make your headline irresistible ○ one liner ○ verbs, simple/short, but catchy ○ i get tons of press releases. make it stand out. get yourself out there in the old school way ● First paragraph ○ Who what where why when and how ← new stuff too ○ I don’t have a lot of time. Make it to the point. I don’t care about the fluffy details at this point.
  7. 7. Press release ● Gimme some quotes ○ Bring your PR to life with quotes from staff, participants, etc. 1-2 people, tell them they’ll be quoted in the PR. get yourself out there in the old school way ● Second paragraph ○ Background information on you ○ History, services, mission, etc. Contact info. ● Have someone proof it before you send it. ○ If it’s not easy for your friend to read, then I most likely won’t spend my time on it.
  8. 8. Press release get yourself out there in the old school way ● Sending it to me ○ Include a cover letter specific to - Dear Sarah goes a long way. ○ Don’t make it an attachment. Include the text in the body of the email. ○ Attach a picture. Print resolution (300dpi) ○ Meet my deadline ■ don’t know what it is? ask. ○ Submit it only once. ○ I will contact you if I need anything else.
  9. 9. Invite us to stuff* ● We will write about it. Often before and after. ● Social media savvy writers will share it. ● People live through us and it also educates us. *Except restaurant critics
  10. 10. Social media + Wikipedia ● Social Media ○ Don’t get accounts unless you use it. ○ Google “How to use social media for business” ○ Hire someone ● Wikipedia ○ don’t write about you or your product on Wikipedia.
  11. 11. Events ● Tweetups ○ Twitter geeks unite ○ Live tweeting ● Yelp Elite ○ The most active of Yelp ○ Gets you positive reviews, social media attention get people in the door
  12. 12. Image credits ● Spear, Monika Ciapala for the Noun Project ● Cheese, Edward Boatman for the Noun Project ● Cheese grater business card, Gizmodo ● Elevator Pitch for Katie, Marco Wessel, CC BY SA NC ● Elevator, Chris Blakeley, CC BY NC ND 2.0 ● Cutting the Cheese, JD Hancock, CC BY 2.0 ● Albertson’s cheese department, 1955, Seattle Municipal Archives, CC BY 2.0 ● Message to the mail man, gajman, CC BY 2.0 ● telephone dial, Leo Reynolds, CC BY NC SA 2.0 ● Benziger foraging, Sarah Stierch, CC BY 2.0 ● Facebook Cheese, Morgan Davis, CC BY 2.0
  13. 13. Your not so secret weapon: marketing, media & getting the word out Sarah Stierch Food+Drink Editor, Sonoma Valley Sun sarahstierch@gmail.com Twitter: @sarah_stierch

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